How to Structure The Best B2B SaaS Marketing Team
There’s a lot of work that goes into building a successful B2B SaaS company. And, as the SaaS founder, you’re probably wearing many hats and responsible for overseeing all aspects of your business.
But one area that’s critical to success – and often neglected – is building an effective marketing team structure.
Why is this so important? Because in order to achieve scale and sustainable growth, you need to have a team in place that can execute your marketing initiatives and help you reach your target market.
So, how do you build an effective B2B SaaS marketing team for your company? In this article, we’ll provide an overview of the different SaaS marketing team structures and help you determine which is best for your business.
We’ll also offer tips on how to create an effective marketing team regardless of your SaaS company structure.
So whether you’re just getting started or are looking to make changes to your existing setup, read on for insights from marketing experts at some of the top B2B SaaS companies out there.
Different Marketing Team Structures
SaaS companies have a unique marketing challenge. They need to generate awareness and signups for their SaaS product, while also ensuring that users remain engaged and continue to use the product over time. As a result, SaaS marketing teams are often structured around these two key goals as follows:
- Key goal 1: Acquiring new customers
- Key goal 2: Retaining existing customers
The Dedicated Growth Team
The dedicated growth team is focused on acquiring new users. This team is responsible for generating awareness and demand for the product, as well as converting leads into paying customers.
The makeup of a growth team will vary depending on the size and stage of the company, but it typically includes roles such as:
- Head of Growth or Chief Growth Officer
- VP of Marketing
- Director of marketing
- Content marketing manager
- SEO/SEM specialist
- Social media manager
- PR manager
- Growth hacker
The Customer Success Team
The customer success team is focused on keeping users engaged and ensuring they get the most value out of the product. This team is responsible for developing and executing customer retention strategy.
The customer success team typically includes roles such as
- Customer Success Manager
- User Engagement Specialist
- Product Adoption Specialist
- Support Engineer/Specialist
While the growth team is focused on acquiring new customers, the customer success team is focused on keeping those customers happy and engaged. In many cases, these two teams work together to ensure a seamless customer experience. However, SaaS companies with a large user base may find it necessary to maintain separate teams in order to more effectively meet the needs of each individual customer.
Another way to structure a B2B SaaS marketing team is through go-to-market (GTM) teams. This type of marketing team is responsible for taking the SaaS product to the market and typically has the following sub-teams:
Product Marketing Team
This team is responsible for developing messaging and positioning, as well as creating sales enablement materials like pitch decks, website copy, and case studies.
Demand Generation Team
This team is responsible for generating awareness and demand for the product through activities like content marketing, paid advertising, email marketing, and lead nurturing.
Field Marketing Team
This team is responsible for executing field marketing initiatives like trade shows, events, webinars, and sampling programs.
Content Marketing Team
This team is responsible for creating and distributing high-quality content that educates potential customers about the product and drives leads through the sales funnel.
Creative Functions Team
This team is responsible for developing the brand identity and creating marketing collateral like website design, infographics, video content, and social media graphics.
GTM teams are common in larger organizations and can be very effective in streamlining the marketing process. However, they require a high degree of coordination and collaboration between team members in order to be successful.
The key advantage of the GTM team structure is that it allows you to focus your marketing efforts on a specific target market or customer segment. This can be especially helpful if you’re targeting large enterprises, as they often have very different needs than small businesses or consumers.
Outsource Vs. In-House
Another key decision you’ll need to make when building your marketing team is whether to outsource certain activities or keep them in-house. There are pros and cons to both approaches, and the best solution for your business will depend on your specific circumstances.
Outsourcing a Marketing Team
Outsourcing can be a great way to save money and access expertise that you wouldn’t otherwise have access to. However, it’s important to be aware of the risks associated with outsourcing, such as:
- Loss of control over the quality of work: When you outsource, you’re essentially handing over control of the work to someone else. This can be a problem if the quality of their work is not up to your standards.
- Lack of transparency: It can be difficult to get a clear picture of what’s going on when you outsource, as you’re relying on someone else to keep you updated. This can lead to problems down the line if things go wrong.
- Misaligned incentives: The company you outsource to may not have the same objectives as you do, which can lead to them cutting corners or not putting in the effort you expect.
- Difficulties with communication: Language barriers and time differences can make it difficult to communicate effectively with your outsourcing partner.
Outsourcing is not right for every business, but it can be a great option if you’re on a tight budget and you need to get work done quickly.
In-House Marketing Teams
In-house teams can be more expensive to maintain, but they offer a number of advantages, such as greater control over the quality of work, alignment of incentives, and improved communication.
At the end of the day, there is no right or wrong answer when it comes to outsourcing vs. in-house. The best solution for your business will depend on your specific needs and circumstances.
T-shaped marketers are those who have a deep understanding of both marketing and one other discipline. For example, a T-shaped marketer might have a background in graphic design or web development. This allows them to not only create effective marketing campaigns, but also to execute those campaigns on their own. As a result, T-shaped marketers are highly sought-after by companies looking to build an effective marketing team.
While T-shaped marketers are often found in b2b companies, they are also increasingly common in the saas world. This is because saas companies require a deep understanding of both marketing and technology. As a result, T-shaped marketers are well-positioned to succeed in this rapidly growing industry.
T-shaped marketers are a rare breed, so you may need to invest time and resources into training your team members if you want them to become T-shaped marketers. However, the payoff can be well worth it, as T-shaped marketers are some of the most valuable employees you can have on your team.
Which Marketing Team Structure is Right for Your B2B SaaS Business?
The most effective marketing team structure for your business depends on a number of factors, including:
- The size of your SaaS company: If you’re a SaaS startup, you may not have the resources to support a large marketing team. In this case, it may be best to start with a lean team of generalists who can wear many hats. As you grow, you can add more specialists to your team as needed.
- The stage of your company: If you’re an early-stage startup, you may need to focus on raising awareness and generating leads. In this case, a team of generalists may be best suited for your needs. If you’re a growth-stage company, you may need to focus on scaling your marketing efforts. In this case, a team of specialists may be best suited for your needs.
- Your budget: If you’re on a tight budget, you may need to outsource some or all of your marketing efforts.
- Your marketing goals: If you’re looking to generate leads, a team of generalists may be best suited for your needs. If you’re looking to increase brand awareness or drive sales, a team of specialists may be best suited.
- Your product/customer lifecycle: If you’re in the early stages of product development, you may need to focus on generating awareness and building a community around your product. In this case, a team of generalists may be best suited for your needs. If you’re in the later stages of product development and are looking to drive sales, a team of specialists may be best suited for your needs.
At the end of the day, there is no one-size-fits-all answer to the question of which B2B marketing team structure is right for your SaaS business. The best way to determine which is right for you is to assess your specific needs and goals, and then build a marketing team that can help you achieve those goals.
10 Crucial Roles Within a B2B SaaS Marketing Team Structure
Below are 10 of the most crucial marketing roles that should be included in any B2B SaaS marketing team structure:
1. Chief Marketing Officer
The Chief Marketing Officer (CMO) is responsible for developing and overseeing the marketing strategy for a company. The CMO works closely with other members of the executive team to ensure that the marketing strategy aligns with the SaaS company’s overall business goals.
2. Marketing Director
The Marketing Director is responsible for leading and managing the day-to-day operations of the marketing department. The Marketing Director works closely with the CMO to develop and implement marketing plans and initiatives.
3. Brand Manager
The Brand Manager is responsible for managing the brand identity of the company. This person works closely with the marketing team to ensure that all marketing materials reflect the company’s brand in a positive light.
4. Communications Manager
The Communications Manager is responsible for the SaaS company’s communications strategy. This involves developing and executing plans to ensure that the company’s message is communicated effectively to all stakeholders, including customers, employees, partners, shareholders, and the media.
The Communications Manager works closely with the marketing team to develop and execute campaigns that promote the company’s products and services. They also work with the PR team to ensure that the company’s message is communicated effectively to the media.
The Communications Manager is responsible for ensuring that the company’s website is up-to-date and accurate. They also manage the company’s social media accounts and monitor online conversations about the company.
The Communications Manager reports to the Marketing Director.
5. Public Relations Manager
The Public Relations Manager is responsible for the SaaS company’s public relations strategy. They develop and maintain relationships with key members of the media and other opinion leaders, manage publicity campaigns, and organize events. One of the most important aspects of the job is writing press releases and giving interviews to the media.
The Public Relations Manager also manages the company’s social media presence, and creates content for the website and other digital platforms. They often work closely with the Marketing team to ensure that the company’s messaging is consistent across all channels.
6. Social Media Manager
The Social Media Manager is responsible for the SaaS company’s social media strategy. They develop and implement campaigns to grow the company’s social media presence, and engage with customers and prospects on social media. They also create and curate content for the company’s social media channels.
7. Content Manager
The Content Manager is responsible for the company’s content strategy. This includes developing and managing content across all channels, as well as ensuring that all content is on-brand, accurate, and consistent.
The Content Manager will work closely with the SaaS marketing team to develop a content strategy that aligns with the company’s overall marketing goals. They will also be responsible for managing a team of writers, editors, and designers to execute the content strategy.
8. Lead Generation Manager
The Lead Generation Manager is responsible for generating leads for the sales team through various marketing initiatives. This includes developing and managing lead generation campaigns, as well as working with the sales team to ensure that leads are being followed up on in a timely manner
The Lead Generation Manager will also be responsible for analyzing data to determine the effectiveness of lead generation initiatives and making necessary adjustments.
9. Events Manager
The Events Manager is responsible for planning and executing events that support the marketing strategy of a company. The Events Manager works with the marketing team to identify opportunities for events that will generate awareness and interest in the company’s products and services. The Events Manager is also responsible for developing and executing a plan to ensure that the events are successful.
The Events Manager is a critical member of the marketing team, and the success of the SaaS company’s events depends on the Events Manager’s ability to plan and execute them effectively.
10. Analytics Manager
The Analytics Manager is responsible for tracking key metrics and analyzing the effectiveness of marketing initiatives. The Analytics Manager works with the marketing team to identify areas of improvement and make recommendations for changes. The Analytics Manager is also responsible for creating reports that summarize the data and provide insights into the SaaS company’s marketing performance.
The Analytics Manager is a key member of the marketing team, and the success of the SaaS company’s marketing initiatives depends on the Analytics Manager’s ability to track key metrics and provide insights and solutions.
How Do You Structure a B2B SaaS Marketing Team?
The size of your SaaS company will have a big impact on how you structure your marketing team. Below are three common marketing team structures for small, medium, and large SaaS companies:
SaaS Startup (Less Than 20 Employees)
In a SaaS startup, the marketing team is often lean and focused on growth. The team typically consists of a small group of individuals who wear many hats and are responsible for a wide range of tasks.
The marketing team in a SaaS startup might include the following roles:
- CEO/Founder: Responsible for overall strategy and vision
- CMO: Chief marketing officer. Oversees all marketing initiatives and reports to the CEO/founder
- Marketing Manager: responsible for executing marketing campaigns and initiatives
- Graphic Designer: responsible for creating visuals for marketing collateral
- Content Writer: responsible for creating blog posts, ebooks, etc.
Medium-sized SaaS Company (20-100 Employees)
As a SaaS company grows, the marketing team typically becomes more specialized and focused. The team might include or add the following roles:
- Demand Generation Manager: responsible for generating leads and sales-qualified leads
- Events Manager: responsible for planning and executing events
- Brand Manager: responsible for managing the company’s brand identity
- PR Manager: responsible for managing media relations and executing PR campaigns
- Social Media Manager: responsible for executing social media strategy
- Analytics Manager: responsible for tracking key metrics and analyzing marketing performance
Large SaaS Company (100+ Employees)
In a large SaaS company, the marketing team is typically composed of 10 or more people. The CMO or Marketing Director leads the team and is responsible for developing the marketing strategy. The Brand Manager, Communications Manager, Social Media Manager, Content Manager, Lead Generation Manager, Events Manager, and Analytics Manager execute the marketing strategy and report to the CMO or Marketing Director.
The structure of your marketing team will continue to change as your SaaS company grows. As your company adds more employees, you will need to add more senior roles to your marketing team. And as your company expands into new markets or launches new SaaS products, you will need to adjust your marketing team’s structure to support these initiatives.
But no matter what size your company is, it’s important to have a well-defined marketing team structure in place. Having a clear understanding of who is responsible for what will help you execute your marketing strategy more effectively and achieve your business goals.
Tips on Creating an Effective B2B SaaS Marketing Team Structure
Now that you know how to structure a B2B SaaS marketing team, here are a few tips to help you create an effective team:
Define the Marketing Team’s Purpose and Goals
The marketing team’s purpose is to generate interest in the company’s SaaS products and convert that interest into sales. To achieve this, the marketing team sets goals and strategies related to advertising, public relations, promotions, pricing, product development, and market research.
The success of the marketing team depends on its ability to reach potential customers and persuade them to subscribe to using your SaaS product. In order to do this, members of the marketing team must have a deep understanding of the needs and wants of the target market. They must also be able to effectively communicate with consumers through various channels such as website, social media, email, and print.
Establish a clear hierarchy and chain of command
It’s important to have a clear hierarchy and chain of command within the marketing team. This will help ensure that everyone knows who is responsible for what and that tasks are completed in a timely and efficient manner.
The marketing team should report to the CEO or another senior executive. The team should have a clear leader, who is responsible for setting the team’s goals and strategies. The leader should also be responsible for delegating tasks and ensuring that team members are held accountable for their work.
Below the team leader, there should be a clear hierarchy of roles and responsibilities. For example, the Communications Manager might report to the team leader, while the Social Media Manager reports to the Communications Manager.
Clearly defining the hierarchy and chain of command within the marketing team will help ensure that everyone knows their role and that tasks are completed efficiently.
Create a budget and allocate resources
The marketing team should have a budget that is used to finance its activities. The budget should be based on the team’s goals and objectives.
The team leader should be responsible for allocating the budget across different channels and activities. For example, a certain percentage of the budget might be allocated to paid advertising, while another percentage is allocated to public relations.
It’s important to allocate resources wisely to ensure that the marketing team is able to achieve its goals.
Assign specific roles and responsibilities to each team member
B2B SaaS businesses need to be very organized in order to run smoothly and efficiently. One way to do this is to assign specific roles and responsibilities to each team member. Doing so ensures that everyone knows what they need to do and when they need to do it. It also helps to prevent overlap and duplication of effort.
Set up regular meetings to track progress and discuss strategy
Meetings provide an opportunity for team members to share updates, identify challenges, and discuss solutions. Without regular meetings, it can be difficult to stay on track and ensure that everyone is on the same page.
The frequency of meetings will vary depending on the size of the project and the team, but it is generally advisable to meet at least once a week.
In addition to regularly scheduled meetings, it is also important to hold ad hoc meetings as needed. If a problem arises or there is a significant change in direction, an ad hoc meeting can help to get everyone back on track. By setting up a clear meeting schedule, you can ensure that your team stays focused and on track.
Create a system for tracking leads and conversions
A system for tracking leads and conversions ensures that you are aware of your sales pipeline and can identify any bottlenecks in the process. There are a number of different marketing automation tools that can be used for this purpose. However, it is important to choose one that is user-friendly and offers a comprehensive range of features. The program should also be affordable and easy to implement. Some of the most popular lead tracking software programs include Salesforce, HubSpot, and Zoho
Once you have selected a software that your entire team will use, you will need to set it up so you can properly and accurately track leads and conversions. This may involve creating a spreadsheet or using a CRM system. Whichever method you choose, it is important to ensure that all relevant data is captured and stored in a central location. By tracking leads and conversions, your analytics manager will be able to identify which marketing activities are generating the most leads and conversions. This information can then be used to inform future marketing strategy.
Measure results and optimize your marketing strategy
The only way to know if your marketing efforts are successful is to measure the results. There are a number of different metrics that can be used to assess the success of a marketing campaign. These include leads generated, conversion rate, web traffic, and social media engagement, which are among the most important metrics for B2B SaaS businesses. By tracking these metrics, you can identify which marketing activities are working and which ones need to be improved.
In order to optimize your marketing strategy, you need to track these metrics on a regular basis so you can adjust your marketing strategy accordingly. If you see that a certain activity is not generating the desired results, you may need to tweak your approach or try something new. The key is to be flexible and willing to experiment in order to find what works best for your business.
Outsource certain tasks as needed
As your SaaS business grows, you may find yourself stretched thin trying to handle everything on your own. Don’t be afraid to delegate or outsource certain tasks as needed. This will free up your time so that you can focus on the most important aspects of running your business.
When choosing who to delegate tasks to, be sure to select people who are qualified and who you can trust to get the job done right. You may also want to consider outsourcing tasks to a professional service provider. This can be a more expensive option, but it may be worth it if you need the assurance that the job will be done well.
So, what’s the best marketing team structure for your B2B SaaS business? The answer to that question will vary from company to company, and even within companies depending on their stage of growth and the type of SaaS product they’re marketing. But with the right mix of talent and a focus on collaboration, any SaaS business can create an effective marketing team. Here are a few final tips to help you get started
- Start by outlining your goals and objectives, both long-term and short-term. This will help you determine the specific skills and expertise you need on your team
- Make sure everyone is rowing in the same direction by establishing common values and protocols early on
- Encourage creativity and out-of-the-box thinking, but also establish clear guidelines so all team members know what’s expected of them
With the right planning and execution, you can build a marketing powerhouse that drives results for your SaaS business. For more tips and resources, be sure to check out our blog regularly.