Image by Rachel Adams
“2A is great, they don’t freak out.”
I overheard a long-time client say this to a colleague while convincing her that our creative agency was the right team to help get an executive keynote presentation across the finish line.
It made us laugh, and it perfectly captured something I’ve come to value in marketers. Whether I’m hiring for our creative agency or helping our recruiting and staffing clients build their own teams, I look for candidates who are flexible. In other words, they don’t freak out.
A lot can change over the course of a tech marketing initiative. Executive priorities shift. Tools and channels gain or lose effectiveness. And we’ve all seen AI reshape workflows that, not long ago, were considered best practice.
Great marketers aren’t overly attached to any single tool or tactic—they stay focused on outcomes. When something stops working, they test, learn, and adjust without panic.
Translating change into opportunity
Product change adds even more complexity. In tech, features are added, removed, or repositioned frequently as roadmaps evolve in response to customer needs and competitive pressure. Marketers who struggle with change risk misalignment and missed opportunities. The strongest ones stay close to the product, translate updates into customer value, and evolve the story without unnecessary friction.
This doesn’t mean the fundamentals don’t matter. A deep understanding of marketing principles, the ability to tell a compelling story, and a strong grasp of the product and/or industry are still essential. But on top of that, the best marketers quickly absorb new information and evaluate how it changes their course.
When you’re hiring a marketer, look for the ones who can adapt, recalibrate, and move forward confidently. Your team (and your customers!) will thank you.