Selection criteria, KPIs that matter, and what to ask in the first meeting — a guide for decision-makers.
Hiring B2B marketing is not picking who posts the most. It is picking who connects strategy, execution, and numbers your sales team can use.
In the first conversation, ask for clarity on ICP, funnel, priority channels, and how they will measure qualified leads, not just clicks or impressions. If the answer stays in vanity metrics, spend risk goes up fast.
Also ask for a simple handoff map: what happens after a lead arrives, who replies, how fast, and which form fields matter. Marketing without a sales handoff turns into a queue.
Before you sign, align monthly budget, learning window, and success criteria at 30, 60, and 90 days. A good partner accepts intermediate milestones and explains what depends on creative, offer, and your internal ops.
Finally, confirm who writes, who approves, and who reports. One owner with access to real data usually beats a polished deck with no execution lead.
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