5 Marketing Team Roles to Drive Marketing Qualified Leads (MQLs) and Ensure Success
Tom Brinker
This post was originally published in May 2019 and has been updated for accuracy and comprehensiveness.
A common mistake we see in the marketing job market is small to medium businesses (SMBs) looking for “unicorns”; marketers who can create powerful marketing campaigns all by themselves. Not only is this unrealistic, but you are also not future-proofing your organization as you are highly dependent on one singular team member. So to maximize efficiency, you should build a team with clear marketing team roles and job scopes.
In this chapter, we break down the five marketing team roles for digital marketing success:
- Marketing automation specialist
- Copywriter
- Paid media specialist
- Graphic designer
- Web developer
These 5 marketers will ultimately join forces to identify who to market to and how to disseminate your marketing messages for maximized conversions.
EBQ Tip: Finding and hiring individual marketing experts is a costly endeavor. On average, you need to account to pay for 1.3x their salary to cover benefits and tools — such as paid time off, health insurance, and 401k.
Business leaders often choose to outsource their marketing functions to avoid such headaches. That way, you can avoid turnover costs while keeping output high.
B2B Marketing Strategy Framework: The Ultimate Guide to Business Branding
Learn how to build a strong brand experience with our downloadable guide.
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Marketing Automation
Specialist
Often seen as the backbone of any digital marketing campaign — and for good reason! Marketing automation specialists are responsible for leveraging your marketing automation platform, such as Salesforce Marketing Cloud, Hubspot, and Mailchimp, to create omnichannel marketing campaigns that drive conversions.
Other marketing automation tasks include:
- Perform A/B testing
- Segment your audience for better messaging personalization
- Blueprint automated email drip campaigns
- Map out customer journeys
- Run reports to identify opportunities
EBQ Tip: When searching for your marketing automation specialist, consider hiring certified experts. These marketers have mastered the marketing automation platform and are trained to adapt the tool to your vision.
Copywriter
Copywriters are responsible for crafting compelling long-form and short-form content that inspires conversions. They must have strong knowledge of your brand voice and understand how to speak with your prospects to lay the foundation for a strong customer relationship.
Other copywriting tasks include:
- Write marketing assets for the entire buyer’s journey — such as educational ebooks, service pages, and sales collateral
- Manage and maintain a consistent content calendar and social media calendar
- Create SEO-optimized content that draws in organic traffic from search engines
- Develop persuasive calls-to-action that push prospects further down the sales funnel
- Audit on-page and off-page SEO elements to fortify site health
Paid Media
Specialists
Paid media specialists utilize search engine and social media advertising tools to attract relevant audiences to your site. Unlike copywriters, they only handle paid campaigns — such as search ads and banner ads.
Other paid media tasks include:
- Write snappy ad copy to entice search engines and social media users
- Identify relevant keywords to bid on to attract the right audience
- Maximize monthly budget to drive more conversions while pushing cost per click down
- Monitor ad performance weekly to optimize campaign performance
- Ensure ads adhere to advertising guidelines
Graphic
Designers
As the name suggests, graphic designers create graphics that adhere to your brand guidelines. They must also understand UX/UI best practices to create legible marketing assets, including printable sales collateral and mobile-friendly site pages.
Other graphic design tasks include:
- Develop, review, and adhere to the brand identity set by the organization
- Elevate content by creating graphics and illustrations to boost engagement
- Source appealing stock images that do not distract from the marketing material
- Plan PDF, website, and email layout and templates using UX/UI best practices
Web
Developers
A web developer is responsible for creating a technically optimized website that drives conversions and fortifies brand awareness. Nowadays, you need a website that educates your prospects on your services and provides a seamless experience; you will need an experienced web developer to help you stand out from the oversaturated market.
Other web developing tasks include:
- Create attractive and branded websites based on approved mockups and wireframes
- Minify complex Javascript code to reduce page load speed
- Analyze site analytics to identify opportunities
- Ensure the site is mobile-friendly and responsive on all screen sizes
EBQ Tip: In 2025, your web developers must prioritize page experience to maximize site performance. Otherwise, your site will face high exit rates and low conversion rates.
B2B Marketing Strategy Framework: The Ultimate Guide to Business Branding
Learn how to build a strong brand experience with our downloadable guide.
Building a marketing team with ease
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:
- Marketing automation specialist
- Copywriter
- Paid media specialist
- Graphic designer
- Web developer
As mentioned earlier, hiring individual marketing specialists takes a lot of time and resources. Not only do you have to spend time screening each applicant, but you also need to account for onboarding time as well.
Outsourcing your marketing functions can significantly reduce downtime by leveraging experienced marketers who seamlessly integrate with your business operations. This alignment ensures the production of high-quality marketing materials efficiently, allowing your company to maintain momentum and focus on core activities.
