Tim Soulo, the head of marketing at Ahrefs exemplifies what an honest marketer is to me. He truly understands the strengths of his product and is the champion of his company like a CEO would.
I think a good indicator whether someone is a champion of their company is they're willing to talk openly and passionately about their company on their personal twitter account.
Besides that, Tim Soulo and his team is very good at weaving the application of Ahrefs' feature into their content. A recent one they did was a study on reciprocal links: https://ahrefs.com/blog/reciprocal-links.
They're not blatantly promoting their product (which was used to generate the stats for the study), instead they focused on answering the question whether you should do reciprocal links in seo for 2019.
The post naturally get hundreds of share on social media. I also bookmarked the post even though I'm not an Ahrefs customer.
It takes someone who really understand the core competency of their product and the customer audience to be able to consistently market their product like Tim did. And they did a good job at that.
I would say an honest marketer:
- is a champion of their company/product
- Truly understand the product they're marketing
- Is willing to communicate, engage and educate customers through their personal social media account.
- Thinks independently on what's best for the customer and deliver what their customer wants