To stay competitive, you’ll need to keep up with the current trends, but businesses structure their marketing teams differently. So, how do you know which template to follow??
The critical methodology is keeping your team agile. In addition, there’s a shift toward focusing on the customer experience and removing silos to create sales enablement.
If you don’t know where to start, then consider this your guide to creating the ideal product marketing team structure.
What Makes A Modern Product Marketing Team: Your Ultimate Checklist
Before discussing the structure, we need to discuss the positions that will keep a product marketing team running smoothly. Generally, it depends on the size of your marketing team.
So, what will the marketing roles be in your organizational structure?
Chief Content Officer
Your chief content officer (CCO) leads your content marketing team. They draw the roadmap and decide what the long and short-term deliverables of your marketing campaign will be.
Your CCO also interacts with management for setting a budget and acquiring funding.
Content Marketing Manager
Your content marketing manager (CCM) directly supervises the content that is created. The responsibilities include:
- Assigning roles and deciding who will do what task
- Creating content and setting editorial guidelines
- Forming buyer personas
- Setting goals and outcomes for the project
- Writing and updating style guides
Data scientists look at statistics like return on investment (ROI) and return on ads spent (ROAS) and decide, based on the numbers, how your campaign is doing.
Other responsibilities include:
- Gathering marketing analytics
- Funnelling data into marketing automation tools
- Planning market research projects to discover your customer’s needs
- Structure metrics and key performance indicators (KPIs) to measure success.
- Create data-based strategies for the marketing team
The job of the SEO strategist is to make your brand or product more visible to search engines. Other duties, include:
- Creating SEO brand guidelines
- Develop critical keywords
- Optimize current content for SEO
- Work on different inbound marketing strategies like PPC
Writer/ Editor/Content Creator
It takes an army of writers to create good blog content and content marketing. The responsibilities include:
- Creating long and short-form blogs
- Writing website content
- Guest writing for websites like LinkedIn
- Ghostwriting pieces for your CMO
- Developing social media summaries
A visual designer’s responsibilities include:
- Developing social graphics
- Designing videos
- Drawing infographics
- Shooting videos
- Working with content creators to add visuals to your content
Your content editor ensures that your output follows the style guide and contains nothing embarrassing. In other words, they are the last line of defence on your product marketing team.
The content publisher releases your content to the audience. This content may be anything from a single social media post to a landing page on the website.
Social Media Manager
The role of a social media manager is to ideate content depending on your organization. Important functions include:
- Running your online business accounts
- Managing your email marketing
- Working with your writers to come up with social media summaries
- Working with publishers to publish blogs on social media sites
Your Product Marketing Team Now vs. Your Product Marketing Team In 2010
Things change quickly in marketing, and the industry has moved on in a decade. Obvious changes to product marketing include:
- Customer-centric product marketing teams
- Centralization and harmony across product marketing teams & departments
- Migration to agile methodologies
The Blueprint For A Killer Product Marketing Team Structure
How you structure your product marketing team is key to your marketing strategy. Small changes or modifications can make a big difference.
According to Hubspot, only 64% of marketers invest time in search engine optimization. However, with a dedicated SEO team, you’re ensuring that your target audience has easy access to your inbound messaging.
Your SEO team will focus on:
- Increasing the visibility of your content on search engines
- Improving the ranking of your content online
What Roles and Titles Fit an SEO Team?
Roles you can include in your SEO team include:
- SEO strategist
- SEO writers
- Optimization strategist
Social Media Marketing Team
Did you know that 19% of retail banks have a dedicated Twitter customer service handle? Today, marketing teams and other departments, like customer service, work in tandem.
Your social media marketing team will include a list of experts that focus on:
- Increasing your presence across social media platforms
- Running your social media accounts
- Tracking and leveraging online trends such as hashtags
- Customer service and engagement through social media (e.g., Twitter)
- Creating conversions and generating leads online
What Are the Roles and Titles for an Effective Social Media Team?
Roles you can include in your social media marketing team are:
- Account manager
- Chief account manager
- Content creator or writer
- Digital marketing strategist
Product Marketing Team
Your product marketing team should understand a consumer’s mindset and mannerisms. They specialize in marketing your product and its features. Some of their roles include:
- Finding creative ways to market the features of your product
- Introducing the new features of your product to your audience
- Communicating the utility of your product to your audience
What Roles and Titles Fit a Product Marketing Team?
Some of the titles that you can include in your product marketing team are:
- Brand specialist
- Brand copywriter
- Product marketing manager (PMM)
Your Customer Acquisition Team
This team specializes in your prospective and existing customers. You can count on them to find useful ways to engage with your customer.
The marketing functions include:
- Mapping out your customer journey and experience
- Segmentation of your audience
- Development of lead generation and customer retention strategies
What Roles and Titles Fit a Customer Acquisition Team?
- Lead acquisition specialist
- Acquisition editor
- Lead generation specialist
- Customer retention specialist
Managing All These People Can Be a Hassle: Why Not Bring Them Under A Single Dashboard?
Running a product marketing team can be overwhelming. Tracking deadlines, creating workflows, and communicating with dozens of people can take a toll.
Fortunately, we have a solution. Welcome. It allows you to bring all your cross-functional responsibilities under a single dashboard.
You can organize your workflows, track progress, and communicate without having to switch tabs. Ready to give it a try?
Your account is free forever—no credit card required. And it’ll take you less than a minute to get up and running.