I am basically that guy at a small startup: the founder dev built a great tool, but he needed help marketing it, making lead-driving content, etc. My advice is

I am basically that guy at a small startup: the founder dev built a great tool, but he needed help marketing it, making lead-driving content, etc. My advice is to look for people that have worked in marketing roles at small companies and startups. This means less than 20 or 30 people total at the company. Any more than that and the roles become too specialized and not broad enough to be the generalist marketing/sales person you likely need. These are probably not people that have worked at extremely well-funded startups or Google/Amazon/etc. Instead they are more likely to be in "less cool" industries like WordPress, boring B2B software, etc.