Building a digital marketing team can be daunting. As a B2B business, you know you need to be relevant in the digital world, but it’s hard to know where to start.
In this blog, I will talk about the different roles needed to build a B2B marketing team structure. In my next blog, I will help guide you through the hiring process and what to look for in each role.
Outsource Vs. In-House
Before running to put up a job posting, there are a couple of things you will need to decide; Does it make more sense for you to hire an in-house team or, instead, outsource your digital marketing needs?
This question depends on the scope of what you are trying to achieve. If you have a one-off project, such as designing an infographic, it would be best to work with a freelancer. If you have ongoing, or highly technical needs, it’s best to hire someone in-house or work with an agency.
Cost is also something to consider here.
According to Glassdoor the average salary for a digital marketing manager is 77K. While on average, outsourcing to an agency costs anywhere from $7,500 to $25,000 monthly.
As per a survey conducted by the CMO (see below), salaries for marketing employees accounts for one of the top expenses in companies marketing budgets.
Generalist Vs. Specialist
The second thing you need to determine is whether you are looking for a generalist or a specialist. A generalist is great for a team that is looking to dabble in digital, without going too thick in any one area.
Generalists in digital marketing are often called digital marketing managers, or full-stack marketers. These people are the jack-of-all-trades in the digital world.
It may seem like a no-brainer to hire one or two full-stack marketers as your whole marketing department. And it may be especially if your business is small, its marketing plan is limited, and you are not looking at driving high impact results.
But, a significant downside of a one-person marketing team is the limitations, one person. Full-stack managers cannot delve deeply into specific digital marketing domains, such as SEO, web development, and others compared to a full in-house team or agency.
When asked, 91% of companies say they could improve their digital marketing activities, with the majority claiming only to be good in some areas and weak in others. This gap is often caused by relying solely on a team of one or two generalists.
A specialist is perfect for doing a deep dive in one area and getting a particular job done. For example, our SEO team uses a variety of tactics to improve the Google rankings of our clients. Maintaining this level of quality requires a team that dedicates their full attention to SEO.
Although they’re specialized, it is also vital for them to have a general understanding of other digital tactics. This aspect ensures our SEO efforts work in conjunction with our other digital strategies. This is why at Jumpfactor we hire t-shaped marketers.
Unlike a full-stack marketer, a t-shaped marketer has the basic knowledge of the industry as well as one or two areas of specialization.
For example, take one of our strategists. He is comfortable in PPC, design, and content but he is an expert in Google Analytics, a skill that is critical in making data-based decisions in campaign strategies.
Check out this image by MOZ (via Smart Insights) to get an illustrated idea of this advantage:
Roles Within an Inbound Marketing Team Structure
Now that you know the basics, let’s take a look at who is usually on a digital marketing team.
I will talk more about where and what to look for when hiring a digital team in my next blog, but it’s important to mention that each of these roles requires someone who is a lifelong learner.
Inbound marketing is a constantly changing industry. One update from Google can drastically change the direction and strategies at play. If you don’t have people on top of what’s new you will soon find your efforts will be wasted.
It is essential to have someone in charge of driving your digital goals. This role requires an analytic mind and a love for researching. They speak in numbers, and their best friend is Google Analytics.
A strategist gives direction to projects and guides everything towards optimizing conversions. This means they also need to stay organized and have an affinity for project management.
- Identifying buyer personas
- Determining the buyer journey and content mapping
- Preliminary keyword research
- Marketing automation
- Competitor analysis
- Content Audits
- Lead conversion optimization
- Ensuring all marketing activities align with broader business goals
- Measuring and optimizing campaigns
Image Source: Hurca
1. Content Strategist/Writer
Content is king with inbound marketing.
Without content, getting people into your marketing funnel is near impossible. An engaging copy will be the main driver in maximizing your leads. A content strategist writes all the copy — e.g., web copy, blogs, eBooks, email campaigns and more — for your digital assets.
Content strategists are often both creative and analytical. With the use of storytelling, they will speak to the pain points of your customers, finding ways to provide solutions to problems while guiding them along the sales funnel.
With a well-crafted offer, you can suggest a compelling solution without sounding pushy.
- Writing copy for all digital assets (pillar pieces, web copy, ebooks, blogs, etc.)
- Ensuring copy is aligned with a content strategy (e.g., evergreen, gated pieces, etc.)
- Crafting AB-tested CTAs
- Conducting preliminary keyword research for topics
- Keeping in line with the buyer journey
- Researching, and editing all topics to match the brand voice
2. SEO Specialist
What’s the point in creating content if no one reads it? This is where an SEO specialist comes in. An SEO team uses a broad range of tactics to improve rankings on search engines, like Google. Now potential customers can discover your brand!
Having a strong SEO team with a comprehensive background in onsite and offsite strategies is crucial to any inbound strategy.
“In our agency, we have almost as many SEO resources as we have strategists and content writers; however, some of today’s HubSpot platinum agencies don’t even have a single on-site technical SEO