Nov 2, 2022

What Does a B2B Digital Marketing Manager Do?

By Matt Dodgson

Co-Founder - Recruiter & Marketer

With a level playing field, all B2B businesses have an opportunity to use digital marketing to reach new customers through search engines and social media platforms. 

However, not all businesses have the same resources or expertise to execute a digital marketing strategy effectively

This is where digital marketing managers come in. They provide an additional level of expertise over and above the core digital marketing skills that are essential to any core marketing role these days.

A digital marketing manager will know which levers to pull to generate business results.

They will have a deep understanding of how digital marketing works and how it is used to achieve specific business objectives. 

Digital marketing managers are responsible for planning, executing and measuring digital marketing campaigns that promote a company’s products or services. 

They will also lead the charge in developing new digital marketing initiatives.

And they work closely with other marketing team members to create multi-channel campaigns that generate leads, build brand awareness and drive revenue.

In short, they play a crucial role in B2B tech companies when it comes to attracting, engaging and converting new customers.

It’s why the role of “Digital Marketing Specialist” is one of the most in-demand jobs, with 860,000 job openings on LinkedIn currently.

But what does the role of digital marketing manager actually involve?

Let’s break the responsibilities down further.

The five key elements of a B2B digital marketing manager’s role

Manage the B2B tech company’s digital presence

Digital marketing managers are responsible for managing the online presence of their B2B tech company. 

This includes ensuring that the company website is optimised for search engines, overseeing social media accounts and managing digital advertising campaigns.

They will also oversee all output across digital channels and work with other marketing team members to ensure that content is aligned with the company’s wider marketing strategy.

Optimise their company’s website for SERPs

It’s impossible to “wing it” with SEO. So a digital marketing manager must have a clear plan from the outset. 

Digital marketing managers will need to complete a range of tasks to climb the SERPs (Search Engine Results Pages). 

To make SEO progress, a digital marketing manager must understand key ranking factors and how they can be applied to the company’s website. They should also have a firm grasp of technical SEO concepts such as site speed, indexation and crawlability.

Activities might include producing long-form content to target long-tail keywords with high search volume and low competition, utilising structured data and acquiring high-quality backlinks. 

Drive traffic through PPC and paid social

Depending on the scope of a company’s ambitions and the channels they are focused on, paid traffic may be an important part of a digital marketing manager’s role. . It will be especially critical managers in B2B tech companies that are looking to generate leads and sales quickly.

Digital marketing managers will set up and deploy PPC (pay-per-click) campaigns to tap into niche-related keywords with high search volume.

Experience with Google Ads is likely to be required as this is the most commonly used search engine.

Paid social media campaigns can also be used to drive traffic to the company website and generate leads. Digital marketing managers should therefore have some experience setting up and managing Facebook Ads and LinkedIn Ads campaigns.

Manage MarTech tools

From setting up email marketing workflows to managing social media posts and reporting on website analytics, MarTech (marketing technology) tools make it possible for digital marketing managers to be more efficient with their time.

When digital marketing managers already know how to use MarTech platforms such as Hubspot, they can hit the ground running in their new roles.

Develop email marketing campaigns

A digital marketing manager should have some experience setting up email marketing campaigns. The expertise needed shouldn’t be underestimated – skills include sourcing leads, segmenting lists and crafting email copy.

Analyse data to inform strategies

Digital marketing managers must analyse data from a range of sources, including website analytics, social media analytics and email marketing platforms, to make informed decisions on how to push campaigns forward.

The managers should use the data to fine-tune their strategies, identify new opportunities and pinpoint areas that are underperforming.



What skills does a digital marketing manager need?

​​If those are the day-to-day activities of a digital marketing manager, what skills and personal qualities will they need? 

Creativity

To break through the noise in today’s world, creativity is crucial. A digital marketing manager must think outside the box and come up with new and innovative ideas that will capture the attention of their target audience.

Analytical

When digital marketing managers know their numbers, they can make more informed decisions on where to allocate their time and resources. The ability to analyse data and identify key insights is essential for the role.

Communication

Strong interpersonal skills are a must for digital marketing managers if they want to be effective in their role. They must know how to communicate with professionals in other departments with different areas of expertise and build strong working relationships with all stakeholders.

Leadership

Digital marketing managers often lead teams of marketing professionals. The ability to inspire and motivate a team can make or break a campaign.

The managers must establish a clear sense of authority while developing rapport with their team members. This will help get everyone on the same page and working together towards a common goal.

What does a digital marketing manager get paid?

In our latest salary survey, we found that digital marketers within B2B Tech companies earn the following;

Director of Digital Marketing Salary

£114,000

Head of Digital Marketing Salary

£93,000

Senior Digital Marketing Manager

£87,000

Digital Marketing Manager Salary

£67,000

Conclusion

Are you equipped with the expertise to deliver as a digital marketing manager?

If you could see yourself excelling in a digital marketing manager role, there is certainly no shortage of vacancies in the world of B2B tech.

If you’re ready to put your knowledge and skills to the test in a new career challenge, start exploring your options now.

Job Hunting? View the latest marketing jobs available at B2B technology and SaaS companies.

Hiring? Book a call with one of our digital marketing expert recruiters to discuss how we can help you.