B2B Marketing Team Structure: Essential Roles and Their Responsibilities

B2B Marketing Team Structure: Essential Roles and Their Responsibilities cover

Trying to figure out what your B2B marketing team structure should be?

Whether you want to bring in more demand from marketing campaigns or retain customers through better in-app communication – the right marketing team is a must. With a proper marketing team, you can experience better conversion rates and greater demand for your product.

In this article, we’ll go through the essential roles in a B2B marketing team structure and their responsibilities.


  • A B2B marketing team comprises leaders, contributors, and specialists who develop and implement a B2B marketing strategy.
  • You should consider the industry, company size, duration, and budget while structuring your marketing teams.
  • An organizational structure for a B2B marketing team consists of the following:
  1. The product marketing team for focusing on new feature launches and in-app marketing.
  2. A content marketing team for driving traffic and engagement through valuable content.
  3. The inbound marketing team for attracting and engaging potential customers through guides, webinars, and events.
  4. Growth marketing team for optimizing growth strategies and implementing data-driven decisions.
  • The roles you should hire for your B2B marketing team structure are:
  1. Chief marketing officer to lead marketing efforts and align initiatives with company vision.
  2. Content marketing leader to develop and implement comprehensive content strategies.
  3. Growth marketing leader to drive sustainable business growth through cross-functional collaboration.
  4. Demand generation manager to develop strategies to generate and nurture leads.
  5. Product marketing leader to communicate product value and benefits to the target audience.
  6. Onboarding specialist to ensure customers achieve success with personalized guidance.
  7. Web developer to support technical aspects and user expectations of websites.
  8. Graphic designer to create visually appealing designs for brand identity and marketing collateral.

What is B2B marketing team structure?

A B2B marketing team structure is a dynamic combination of leaders, contributors, and specialists who work together to develop and execute your comprehensive B2B marketing strategy.

What to consider when structuring your marketing teams?

When it comes to your B2B marketing team structure, there are a few crucial factors that you should consider. They include:

  • Industry: Your industry plays a significant role in shaping the structure of your marketing teams. Since industries vary greatly, you need to understand the nuance of your industry to identify what skills your marketing team needs. For example, in the competitive SaaS field, a marketing team well-versed in digital marketing and customer retention strategies is necessary.
  • Company size: Your company size also influences the structure of your marketing team. A smaller company often has limited resources and requires team members to wear multiple hats and handle various responsibilities. But larger companies must establish dedicated teams for various marketing efforts and functions.
  • Short-term and long-term marketing strategies: The duration of your marketing strategies determine what type of and how many employees you need for the team. Short-term marketing strategies require a team who excels at immediate lead generation, conversion, and revenue boost. On the other hand, long-term ones will need specialists in brand strategy, content marketing, customer experience, etc.
  • Budget: The budget determines your team’s size and the specialization level you can afford for certain marketing functions. A limited budget may necessitate a more streamlined team with employees having versatile skills. Alternatively, a larger budget allows you to consider hiring specialized talent or working with external agencies or freelancers.

What is the organizational structure for B2B marketing team?

The organizational structure for a B2B marketing team consists of the following:

  • Product marketing team
  • Content marketing team
  • Inbound marketing team
  • Growth marketing team
Organizational structure for a B2B marketing team.

Let’s look at them in detail.

Product marketing team

One of the most important components of a B2B marketing team structure is the product marketing team. It is responsible for various critical tasks such as a new feature launch. In a SaaS context, its main focus is to drive growth and adoption of new features by effectively launching them.

This team focuses on in-app marketing by designing campaigns and messages to educate and encourage users about the new feature. It takes charge of product launches and initiatives too. By collaborating with cross-functional teams, it ensures an impactful product launch.

It creates the positioning strategy of effectively communicating the value and benefits of the new features to the target audience. Then, it further helps onboarding efforts by developing necessary resources and materials to guide users.

New feature announcement in Userpilot.

Content marketing team

At present, the content marketing team plays a significant role in driving demand for any business. Its primary objective is to increase traffic and engagement across multiple channels, such as email, website, social media, etc.

This team has to create and distribute informative and engaging content that resonates with the target audience. Each team member must have skills in Search Engine Optimization (SEO) techniques, like keyword research, high-quality backlinks, etc. It’s also important for a content team to leverage social media platforms to share and promote its products.

Inbound marketing team

In the B2B marketing team structure, the inbound marketing team is critical in driving demand generation. Its primary focus centers around attracting and engaging potential customers. The team members implement these strategies via guidebooks, webinars, events, etc.

Inbound marketing teams need to create insightful guides about their products and how to best use them. These guidebooks can work as lead-generation tools by capturing the interest of potential customers.

Webinars and events are informative and interactive ways to engage with potential customers in real-time. The inbound marketing team uses them to build trust, credibility, and relation to generate product demand.

Webinar in Userpilot.

Growth marketing team

A growth marketing team works on driving and optimizing growth in scalable and efficient ways. It helps a business increase customer acquisition, retention, and revenue.

The growth marketing teams conduct their marketing processes via product optimization or any new marketing ideas. They analyze user behavior, feedback, and market trends to identify areas for improvement to optimize the product. New marketing ideas are also another key way they ensure sustainable growth.

Growth marketing teams utilize programmatic SEO strategies specifically tailored for SaaS companies. They also focus on optimizing paid search ads and in-app engagement funnel to ensure target audiences can find the product and are a part of its growth.

In-app funnel analysis in Userpilot.

What roles to hire for your marketing departments?

Let’s look at the roles you should hire for an ideal marketing team structure.

Chief marketing officer

The Chief Marketing Officer (CMO), also known as a marketing manager, holds a pivotal role within the B2B marketing team structures.

A CMO has various key responsibilities that include:

  • Managing the marketing team members and overlooks the company’s overall marketing efforts.
  • Providing guidance, setting performance expectations, and fostering a collaborative and high-performing team environment.
  • Spearheading the creation and implementation of a brand’s business strategies. This includes working closely with other C-level executives and stakeholders to align marketing initiatives with the company’s vision and objectives.
  • Acting as a key liaison between the marketing department and other departments.
  • Collaborating with others to align marketing initiatives with product launches and updates and drive sales through lead generation.

Content marketing leader

A content marketing leader is responsible for developing, planning, and implementing the business’s content strategy.

The specific responsibilities of a content marketing leader include the following:

  • Developing a comprehensive content strategy to engage and attract the target audience.
  • Planning a roadmap for content creation and ensuring a consistent flow of valuable content. They must strategically plan it for various channels to maximize the content’s impact.
  • Ensuring the content communicates the product’s value proposition and supports the customer journey.

Growth marketing leader

A growth marketing leader is a marketing professional who deals with driving and managing the growth strategies of your company. Their main objective is to ensure sustainable business growth.

The responsibilities of growth marketing leaders include the following:

  • Collaborating with cross-functional teams.
  • Working closely with the product team, design team, and sales team to understand the roadmap, user behavior, and market trends.
  • Using the insights from various teams to make data-driven decisions and solve growth marketing problems.

Demand generation manager

A demand generation manager is responsible for developing and implementing strategies to generate and nurture leads. The demand generation managers have the ultimate goal of growth in customer acquisition and revenue of the companies.

A demand generation manager’s key responsibilities include:

  • Developing comprehensive strategies to generate leads.
  • Conducting market research.
  • Analyzing customer behaviors.
  • Identifying target audience segments.
  • Using data-driven approaches by analyzing metrics to identify the most effective marketing channels and tactics.

Product marketing leader

A product marketing leader is a marketing professional who oversees the marketing strategies and activities related to a company’s products.

The key responsibilities of a product marketing lead include the following:

  • Effectively communicating the value and benefits of the products to the target audience.
  • Implementing marketing strategies before the product launch to gain an upper hand.
  • Understanding customer needs through market research, competition analysis, etc.
  • Developing compelling messages and positioning strategies based on customer needs.
  • Making targeted marketing campaigns to offer unique selling propositions and showcasing how they would fulfill the demands of the targeted market.
  • Measuring the success of these targeted marketing efforts with the relevant metrics.

Onboarding specialist

An onboarding specialist educates and ensures that customers achieve instant success with the product.

The duties of an onboarding specialist include the following:

  • Offering personalized guidance and implementing onboarding tools for a smooth onboarding.
  • Collecting feedback during the onboarding process.
  • Closing the feedback loop by resolving any new users’ issues.

Web developer

A web developer is a professional who creates and maintains websites and supports the technical aspects of a marketing team. Their prime goal is to ensure that the websites meet user expectations.

The key responsibilities of a web developer are as follows:

  • Collaborating with UI/UX designers to better understand user needs and preferences.
  • Writing efficient code to ensure smooth website performance and offer easy website access points.

Graphic designer

Graphic designers create visually appealing designs that contribute to a strong brand identity and effective marketing collateral.

A graphic designer’s responsibilities include the following:

  • Collaborating with UI/UX designers for website design to create user-friendly experiences.
  • Working on logo design that represents the brand’s essence.
  • Marketing collateral developments include compelling infographics, presentations, etc.
  • Making social media graphics and email templates. Visually attractive and consistent social media posts and email templates help uphold your brand identity.

Which KPIs you should track for marketing operations?

After organizing your B2B marketing team structure, you should track the following KPIs for assessing your marketing efforts:

  • Traffic: Measures the total number of visitors to your website or landing pages. It indicates the reach and visibility of your marketing efforts.
  • Signups: Refers to the number of users who have registered or subscribed to your product. You can use it to gauge your marketing campaigns’ level of interest and engagement.
  • Conversion rate: Determines the percentage of website visitors or leads that take a desired action, such as purchasing, subscribing to a plan, or requesting a demo.
  • Demos/MQLs: It is the number of marketing-qualified leads (MQLs) that expressed interest in your product and requested a demo.
  • Paid per click: Measures the cost of acquiring a click on paid advertising campaigns and assess their efficiency and ROI.
  • Customer acquisition cost: The average cost, including marketing and sales expenses, you incur to acquire a new customer.
  • Activation rate: The number of users who reaches the key activation events and perform the key tasks in your product.
  • Adoption rate: The percentage of customers actively and regularly using your product.
  • Retention rate: The percentage of customers who continue to use your product over a specific period.
  • Monthly recurring revenue: Quantifies the total monthly revenue that your product’s subscription-based customers generate.


The success of your B2B marketing efforts relies on having the right B2B marketing team structure in place. You should carefully assess your company’s needs and create a marketing team to fulfill your objectives.

Want to get started with marketing automation tools after setting up your B2B marketing team structure? Get a Userpilot Demo and see how you can automate your marketing efforts for product adoption.

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