Building a Marketing Team: 5 Key Roles and Job Responsibilities


This post was originally published in May 2019 and has been updated for accuracy and comprehensiveness.

By this point, you know who to market to. Now, let’s focus on how to market to your target audience. In this chapter, we’ll guide you through building a marketing team from scratch.

In every effective B2B marketing team, there should be five distinct roles:

  • Content Specialist: Responsible for writing engaging content and performing on-page SEO research
  • Digital Specialist: Responsible for interpreting marketing data and leveraging marketing automation to run personalized marketing messages en masse
  • Visual Designer: Responsible for designing branded graphics, upholding a strong and consistent brand identity, and designing your site’s user interface
  • Web Developer: Responsible for creating and maintaining an optimal site to attract more visitors and inspire conversions
  • Paid Ads Specialist: Leverages search engine and social media advertising platforms to increase visibility

EBQ Tip: You’ll soon find that building an internal marketing team from scratch can be a costly process. It’s why many businesses choose to outsource their marketing functions. Not only can you reduce your overhead cost, but you can also learn from experienced reps who have worked across multiple industries.


B2B Marketing Strategy Framework: The Ultimate Guide to Business Branding

Discover how to deepen relationships with customers and prospects using strong marketing messaging.

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We’ve all heard the phrase “Content is King,” and that’s because content fosters a stronger relationship between your prospects and brand. Content Specialists are responsible for translating your technical terminology into accessible language that resonates with your readers — all without compromising on credibility.

Some key job duties include:

  • Writing engaging website copy that educates visitors on company products and services
  • Creating short and long-form blog content that is published on a consistent basis
  • Writing tactical content — such as email copy and sales collateral
  • Regularly posting and moderating social media channels


To retain your prospect’s attention, you need to create a positive and seamless brand experience. Your Digital Specialists will find ways to speak directly to your audience by meeting them at the right channel at the right time.

Some of their core responsibilities include:

  • Running email marketing drip campaigns using marketing automation software
  • Tracking and analyzing marketing performance to identify optimization opportunities
  • Researching and collecting data to inform future marketing campaigns
  • Helping troubleshoot technical site issues in collaboration with the Web Developer


Creating a strong graphic design is not “just” about creating a pretty image; it’s all about fortifying a strong brand identity that helps you stay top-of-mind for your prospects and customers. Your Visual Designer will use digital creative platforms — such as Adobe Photoshop and Illustrator — to create high-quality and appealing graphics.

A few of their day-to-day responsibilities include:

  • Establishing a visual brand identity by creating and maintaining the brand identity guidelines 
  • Sourcing appropriate stock images that stay true to the brand
  • Designing graphic elements, layouts, and illustrations for all media types
  • Designing the user interface and user experience for your company’s website to keep site visitors engaged


In order to stay relevant within your industry, you need a website that keeps site visitors engaged. If you want to outrank your competitors, your Web Developer needs to technically optimize your site to minimize load speeds — all while ensuring that your site stays aesthetically pleasing.

A few of their job responsibilities include:

  • Creating a beautifully branded website based on approved mockups and wireframes
  • Minifying complex Javascript code to reduce page load speed
  • Analyzing site analytics to identify room for improvement
  • Ensuring the site is mobile-friendly and responsive on all screen sizes

EBQ Tip: Some SEO leaders are reporting that Google will not index sites that are not mobile-friendly starting July 5, 2024. While this news has been contended, we still recommend prioritizing a mobile-friendly site to ensure a steady flow of site traffic.

Paid Ads

Ever wondered how a sponsored post made its way to your screen? A Paid Ads Specialist is responsible for identifying which social media and/or search engine to advertise on, and then creating their corresponding effective paid campaigns.

They are also tasked with:

  • Performing keyword research to capture the right people’s attention
  • Creating high-converting ads on each platform
  • Monitoring campaign performance to ensure your ad is serving the right people
  • Ensuring that your ads do not violate each platform’s unique rules to ensure deliverability

B2B Marketing Strategy Framework: The Ultimate Guide to Business Branding

Discover how to deepen relationships with customers and prospects using strong marketing messaging.

TLDR; Dissecting what makes the perfect marketing team structure

Building a marketing team with diversified talent is key to developing effective marketing campaigns. Your B2B marketing team should be comprised of the following roles:

  • Content Specialist
  • Digital Specialist
  • Visual Designer
  • Web Developer
  • Paid Ads Specialist

As mentioned earlier, perfecting the marketing team structure can be an expensive endeavor. That’s why many choose to outsource at least part of their marketing team. At EBQ, we can cover all five roles at one flat monthly rate. Visit our Marketing Agency page to learn why thousands choose to partner with EBQ.

Chapter 6: How to Elevate Your Brand Identity Design with These 4 Components

Enhance your brand’s visual appeal by dissecting the four key elements to any impactful brand identity design.

B2B Marketing Strategy Framework:
The Ultimate Guide to Business Branding

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