Finding top B2B marketing talent in today’s competitive job market can feel like searching for a needle in a haystack. With employers spending just 6-7 seconds scanning a CV, key qualities like analytical skills, strategic thinking, and stakeholder management can be easily overlooked in such a brief glance. To hire the best candidates, businesses must look beyond conventional CV screening and focus on key elements that truly showcase a B2B marketer’s capabilities.
How to decode B2B marketing CVs
When looking through B2B marketing CVs employers should focus on essential details: what the candidate marketed, their objectives, and the results they achieved. A well-structured CV should make this clear, helping hiring managers quickly assess a candidate’s experience and impact. Since 80% of CVs don’t pass initial screening, it’s crucial to prioritise clarity and relevance over cool designs. Many B2B marketers may not effectively sell themselves, as they are not salespeople, but rather strategic thinkers who aim to demonstrate how they fit into a company’s culture and objectives. Ensuring CVs are clear and easy to read is vital to selecting the best candidates for the next stage of the hiring process.
Hard vs soft skills: What sets the apart?
While technical skills are important, soft skills are equally critical in B2B marketing roles. Many hiring managers initially focus on technical expertise, but this approach can lead to missing out on great candidates. The best B2B marketers combine hard and soft skills to deliver real impact. When reviewing CVs, look beyond buzzwords and ensure candidates provide concrete examples of how they have applied their skills. Instead of simply stating they are “data-driven”, a strong candidate will illustrate how they have used data insights to shape campaigns and improve performance. Balancing technical proficiency with strategic and communication skills helps identify candidates who will truly excel in the role.
Unlocking the power of data and analytical skills
With 36% of marketing teams lacking strong analytical skills, data expertise is a crucial differentiator for top candidates. When evaluating CVs, pay close attention to candidates’ experience with data tools, especially those that align with your business needs. The best marketers don’t just list tools like Google Analytics; they provide tangible examples of how they have leveraged data to optimise campaigns, measure success, and drive business decisions. Metrics matter – strong candidates will include figures that demonstrate their impact, such as increasing lead quality by 25% or improving conversion rates through data-driven adjustments.
Driving success through sales alignment
A great B2B marketer understands the sales cycle and actively contributes to revenue generation. Marketing in a B2B setting isn’t just about brand awareness; it’s about supporting sales efforts through well-targeted strategies. When reviewing CVs, look for examples of collaboration between marketing and sales teams, such as lead generation efforts, pipeline contribution, or revenue impact. Strong candidates will demonstrate how their marketing activities align with sales objectives and drive business growth. The ability to bridge the gap between, marketing and sales is a key indicator of a well-rounded B2B marketer.
The value of transferable skills over industry experience
While industry knowledge can be valuable, it shouldn’t be the sole determining factor in hiring decisions. Many B2B marketers possess transferable skills that allow them to succeed across different sectors. Instead of focusing only on direct industry experience, assess a candidate’s ability to grasp complex products and services, manage long sales cycles, and communicate with multiple stakeholders. For instance, someone with experience marketing software solutions may have the skills needed to promote professional services effectively. The key is to look for evidence of adaptability and a strong track record in strategic marketing.
Maximising your potential by partnering with a recruitment agency
Working with a specialist recruitment agency can streamline the hiring process and help businesses access both active job seekers and passive candidates who may be the perfect fit. These agencies have in-depth market knowledge and can identify candidates with the right skills, experience, and cultural fit for your team. While many businesses focus on sector experience and years in marketing, it’s important to go beyond these factors and consider a candidate’s overall ability to contribute to the team’s success. The best recruitment partnerships help businesses find talent that not only meets job requirements but also enhances the team’s dynamics and long-term potential.
Your next B2B marketer could be just one conversation away. Get in touch with us to find marketing talent that truly fits your business.
