The software sector (SAAS) continues to grow by leaps and bounds and competition is growing, hence having a solid and well structured marketing team is essential for you to reach success.
A B2B SAAS marketing team can help you generate demand, boost accounts and increase brand awareness. But which roles should be part of it? Next, we teach you to structure it and how each profile contributes to your commercial objectives.
Strategic leadership
Strategic leadership is essential for a marketing team B2B SAAS. At this level it is where the goals are established and the general direction of marketing activities is drawn. In this area there are two key roles: CMO (Chief Marketing Offer) and the Marketing Manager.
- CMO: It is responsible for defining the company's marketing strategy, provides strategic vision and leads decision making.
- Marketing Manager: It is responsible for the execution of the strategies and the supervision of the team.
Product marketing
Product marketing focuses on communicating the value and benefits of your SAAS product.
Here, we find the figure of the product manager , which has the responsibility of understanding the product and its value proposition thoroughly, and developing marketing strategies that highlight its key characteristics. So that the marketing strategy is aligned with the product road map, works closely with the development team.
In addition, the product marketing specialist helps in the creation of specific marketing messages and materials for each product or outstanding features.
Demand generation
Demand generation is vital to boost business growth. Among the roles involved in this, the most important is the demand generation manager , which is responsible for creating and executing strategies to generate Leads and increase SAAS demand. digital marketing tactics are used , such as SEO, PPC, content marketing, email marketing and social networks.
A well -organized digital marketing team composed of specialists in each area can help maximize the effectiveness of your demand generation campaigns.
Accounts Development
Accounts development seeks to strengthen relationships with existing customers and maximize the value of their accounts.
The Accounts Development Manager works in collaboration with the sales team and deals with establishing relationships with key accounts. This role focuses on the retention and expansion of existing accounts, identifying growth opportunities and providing strategic support for customers.
On the other hand, accounts marketing team is responsible for executing custom marketing strategies for key customers, aligning with the sales team.
Content marketing
Content marketing plays an important role in the education and commitment of customers. The content marketing manager is responsible for developing an effective content strategy and supervising the creation and distribution of relevant and valuable content. It can be blogs, Whitepapers, infographics, videos and other content marketing materials.
Those responsible for their development are trained content creators The pieces that these are necessary are essential to maintain a solid line and provide useful resources to the audience.
Event marketing
Events are an excellent opportunity to interact directly with potential and existing customers. The event marketing manager is responsible for planning and execution of events, conferences and webinars to generate brand awareness and establish significant connections.
This task entails the selection of locations, managing suppliers, promoting events and ensuring that everything is executed without problems. For their part, event coordinators play a key role in their logistics and coordination.
Analytical and Data Management
Data analytics and management are essential to measure the performance of your marketing strategies and make informed decisions. In this sense, a marketing analyst is responsible for collecting, analyzing and reporting data, providing valuable information on the impact of your activities.
In addition, a marketing automation specialist can configure and manage automation tools to improve the efficiency and customization of communications with customers.
Consultant in Ecommerce / Amazon since 2,000. Partner of: Helium 10 , Jungle Scout , Avask , Helium 10 Seller Solutions Hub Partner
