Roles and Responsibilities of the Modern B2B Marketing Team

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class="article-headline-container"> <p class="article-headline__topic"> <a class="t-14" href="https://www.linkedin.com/business/marketing/blog/skills">Skill building and careers</a> </p> <h1 class="article-headline t-40" data-article-title="Roles and Responsibilities of the Modern B2B Marketing Team">Roles and Responsibilities of the Modern B2B Marketing Team</h1> <div class="article-meta t-14 article-meta__hairline"> <div class="article-meta__byline-container"> <div class="author-profile__author-container"> <img class="author-profile__author-image" srcset="https://media.licdn.com/dms/image/v2/D5603AQFAAR72yUFoVA/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1718249264750?e=2147483647&v=beta&t=_MBrbhGA6l3PFyMWSz5T13t0i8x_BIzIj4Hc6z_Lc2I 100w,https://media.licdn.com/dms/image/v2/D5603AQFAAR72yUFoVA/profile-displayphoto-shrink_200_200/profile-displayphoto-shrink_200_200/0/1718254531224?e=2147483647&v=beta&t=7_VnfSTnmCuxv2zqOwc1iC4mJWTdN5nB0ApsDMfoefg 200w,https://media.licdn.com/dms/image/v2/D5603AQFAAR72yUFoVA/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1718241064294?e=2147483647&v=beta&t=iLpdr8GW3Neq1KJX7bqjdp0aDeQiebtXik6HC5sqwA0 400w,https://media.licdn.com/dms/image/v2/D5603AQFAAR72yUFoVA/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1718246489369?e=2147483647&v=beta&t=b_VUNPAbSPy71HnrryqwgyqblQofdjuR7gPoFkPUqiM 800w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/D5603AQFAAR72yUFoVA/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1718246489369?e=2147483647&v=beta&t=b_VUNPAbSPy71HnrryqwgyqblQofdjuR7gPoFkPUqiM" alt="Tequia Burt"> <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/tequiaburt" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Tequia Burt</a> <p class="t-14">Editor in Chief @ LinkedIn | Drum Award-Winner | MSJ in Journalism</p> <p class="t-14 t-black--light" data-published-date="2023-12-8"> December 8, 2023 </p> </div> </div>  </div> <div class="social-share"> <ul class="social-share__list share-list" title="Share via" data-share-list> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_linkedin_share" data-share-type="linkedin" aria-label="Share on LinkedIn, New window will open"> <li-icon class="share-item__icon" type="linkedin-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_facebook_share" data-share-type="facebook" aria-label="Share on Facebook, New window will open"> <li-icon class="share-item__icon" type="facebook-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_twitter_share" data-share-type="twitter" aria-label="Share on Twitter, New window will open"> <li-icon class="share-item__icon" type="twitter-icon"></li-icon> </a> </li> </ul> </div> </div> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQGUmOVMj4s0sQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1702053514709?e=2147483647&v=beta&t=hLE4Y6Vcgpo1PHikNwq4RYHn9mOnRRxVZmS8W1xhQDI" alt="A group of six men and women sitting around a conference table talking in a casual office. One woman is standing and a seated man is gesturing.">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>Saying “I’m a marketer” is about as descriptive as saying “I’m in finance.” The category can account for such a wide range of roles and specializations that it’s nearly meaningless on its own!<br> </p><p>If you sometimes feel like <a rel="" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads/find-b2b-audience-relevant-marketing-platform-linkedin?trk=lms-blog-wow&src=bl-po" target="_blank">no one knows what you do</a>, it can be helpful to explain the various functions of marketing in terms of how they contribute to overall business strategy and success.<br> </p><p>Here at LinkedIn, we tend to obsess about the <a rel="" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads/the-changing-marketing-jobs-landscape-key-hiring-trends-and-insights?trk=lms-blog-wow&src=bl-po" target="_blank">evolution of marketing jobs and careers</a>. There are so many different areas of focus and expertise within B2B marketing, all contributing to the bigger picture of building brand, growing demand and converting customers.<br> </p><p>Read on for a rundown of various common marketing roles and positions, as well as the responsibilities they entail.<br> </p><h2>Marketing Roles Across the Sales Funnel</h2><p>For B2B companies, marketing and sales are tightly interlinked functions, both geared toward the same end goal of increasing revenue. Different marketing roles can support different stages of the customer journey and sales process. For example:</p><h3><strong>Digital Marketing Manager</strong></h3><p>Similar roles/functions:</p><ul><li>Digital Marketing Specialist</li><li>Brand Marketer</li><li>Online Marketing Manager</li><li>Digital Strategist<br> </li></ul><p>Digital marketing managers oversee a range of online channels, especially those focused on brand building, such as programmatic advertising and digital events. These marketers play a key role in upper-funnel marketing activities, helping to generate opportunities and interest for lower-funnel impact.</p><h3><strong>Demand Gen Marketer</strong></h3><p>Similar roles/functions:</p><ul><li>Lead Gen Manager</li><li>Marketing Campaign Manager</li><li>Performance Marketing Manager</li><li>Growth Marketer<br> </li></ul><p>Demand gen marketers focus on generating interest and demand for their company’s solutions, products or services. They create campaigns and strategies designed to nurture prospects and develop qualified leads in the relationship-driven long game that is B2B buying.</p><h3><strong>Field Marketer</strong></h3><p>Similar roles/functions:</p><ul><li>Regional Marketing Coordinator</li><li>Business Development Rep</li><li>Account-based Marketing Specialist</li><li>Client Relationship Manager<br> </li></ul><p>Field marketers and ABM specialists engage in more direct and precisely targeted marketing strategies, which often involve in-person events and the pursuit of specific high-value accounts. These marketers collaborate closely with sales to capitalize on the best leads in the marketing pipeline.<br> </p><h2>Marketing Roles Focusing on Strategic Disciplines</h2><p>These marketing roles are defined by their practice areas of specialization. From content to social to search and beyond, all are the cornerstones of modern digital marketing. High-performing brands usually boast a blend of quality talent across these disciplines.</p><h3><strong>Content Marketer</strong></h3><p>Similar roles/functions:</p><ul><li>Content Strategist</li><li>Content Marketing Manager </li><li>Copywriter<br> </li></ul><p>Content marketers operate within the broad realm of digital content: planning it, creating it, editing it, optimizing it. Because content plays a role in almost every facet of marketing strategy, these marketers tend to be versatile and prolific.</p><h3><strong>Social Media Marketer</strong></h3><p>Similar roles/functions:</p><ul><li>Social Media Strategist</li><li>Community Manager</li><li>Social Media Coordinator</li><li>Social Media Manager<br> </li></ul><p>Social media marketers and strategists understand the social landscape and how to engage audiences within it. They oversee organic and paid marketing campaigns on LinkedIn and other platforms to build awareness and drive action.</p><h3><strong>Search Marketer</strong></h3><p>Similar roles/functions:</p><ul><li>Search Specialist</li><li>Search Engine Marketing Manager</li><li>SEO<br> </li></ul><p>The world of online search is complex and ever-evolving; these marketers immerse themselves in it. SEO expertise is highly valuable for digital marketing strategies, ensuring that brands are showing up in search results for important keywords and driving ROI with paid search. </p><h3><strong>Designer</strong></h3><p>Similar roles/functions:</p><ul><li>Graphic Designer</li><li>Art Director</li><li>Creative Designer</li><li>UX Designer<br> </li></ul><p>Designers and artists bring brands and their marketing to life through the crafting of visual elements. Graphics, video and distinctive brand assets help content and ads perform better while solidifying brand consistency. Notably, the <a rel="" href="https://business.linkedin.com/marketing-solutions/b2b-benchmark?trk=lms-blog-wow&src=bl-po" target="_blank">2023 B2B Marketing Benchmark</a> revealed that four of the five fastest-growing creative skills in B2B marketing today are all related to design.</p><h3><strong>Product Marketer</strong></h3><p>Similar roles/functions:</p><ul><li>Product Manager</li><li>Brand Manager</li><li>Product Marketing Manager<br> </li></ul><p>Product marketers can have expertise in a range of different tactical areas, but their specialization is in-depth knowledge of the company's offering itself. They are able to convey the value of your product or service to customers in authentically resonant ways.</p><h3><strong>Media Manager</strong></h3><p>Similar roles/functions:</p><ul><li>Media Coordinator</li><li>Media Manager</li><li>Digital Media Manager</li><li>Media Buyer<br> </li></ul><p>Media managers are responsible for overseeing the execution of media strategies, managing budgets and negotiating media placements. Businesses are prioritizing these capabilities more and more – LinkedIn found that Media Coordinator was the <a rel="" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads/top-in-demand-marketing-jobs-training-skills?trk=lms-blog-wow&src=bl-po" target="_blank">fastest-growing marketing occupation in the United States</a> as of 2021.</p><h3><strong>Marketing Analyst</strong></h3><p>Similar roles/functions:</p><ul><li>Data Analyst</li><li>Marketing Data Scientist</li><li>Marketing Insights Specialist</li><li>Business Intelligence Analyst<br> </li></ul><p>Data is the new language of B2B marketing. Analysts and data experts are increasingly critical for spurring innovation and turning insights into action. This is a dynamic discipline at a time when so much about marketing data is transforming before our eyes.</p><h3><strong>Account Manager</strong></h3><p>Similar roles/functions:</p><ul><li>Customer Success Manager</li><li>Relationship Manager</li><li>Client Services Manager<br> </li></ul><p>Retention and growth of existing accounts is a crucial emphasis under many business models. These marketers manage and build relationships while providing strategic consultation and connecting clients to different service areas.<br> </p><h2>Marketing Leadership Roles</h2><p>Marketing leadership frameworks and conventions can vary based on the organization, but this hierarchy is most common, building up in seniority from Director to VP to CMO:<br> </p><ul><li><strong>Director of Marketing:</strong> Leads multiple teams across the marketing function. Responsibilities include driving strategic alignment and managing budgets.</li><li><strong>VP of Marketing:</strong> Oversees the entire marketing department, with a higher-ranking position and more direct role in setting strategic direction.</li><li><strong>Chief Marketing Officer:</strong> Owns marketing strategy and collaborates with C-suite to ensure alignment with company goals.<br> </li></ul><p>With research showing that marketing leadership pipelines are facing a shortage, now is a great time to <a rel="" href="https://www.linkedin.com/business/marketing/blog/skills/top-marketing-leadership-skills-career-development?trk=lms-blog-wow&src=bl-po" target="_self">develop marketing leadership skills</a>. <br> </p><p>In fact, no matter where you hope to go in the wide world of B2B marketing careers, there’s a path to get there. 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hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-iw_IL" data-locale="iw_IL" role="menuitem" lang="iw_IL"> עברית (Hebrew) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="日本語 (Japanese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ja_JP" data-locale="ja_JP" role="menuitem" lang="ja_JP"> 日本語 (Japanese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="한국어 (Korean)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ko_KR" data-locale="ko_KR" role="menuitem" lang="ko_KR"> 한국어 (Korean) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="मराठी (Marathi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-mr_IN" data-locale="mr_IN" role="menuitem" lang="mr_IN"> मराठी (Marathi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Bahasa Malaysia (Malay)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" 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role="menuitem" lang="no_NO"> Norsk (Norwegian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ਪੰਜਾਬੀ (Punjabi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pa_IN" data-locale="pa_IN" role="menuitem" lang="pa_IN"> ਪੰਜਾਬੀ (Punjabi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Polski (Polish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pl_PL" data-locale="pl_PL" role="menuitem" lang="pl_PL"> Polski (Polish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Português (Portuguese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pt_BR" data-locale="pt_BR" role="menuitem" lang="pt_BR"> Português (Portuguese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Română (Romanian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ro_RO" data-locale="ro_RO" role="menuitem" lang="ro_RO"> Română (Romanian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Русский (Russian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ru_RU" data-locale="ru_RU" role="menuitem" lang="ru_RU"> Русский (Russian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Svenska (Swedish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-sv_SE" data-locale="sv_SE" role="menuitem" lang="sv_SE"> Svenska (Swedish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="తెలుగు (Telugu)" class="font-sans text-xs link block py-[5px] px-2 w-full 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