Aug 11, 2023

What does a Marketing Manager do?

By Matt Dodgson

Co-Founder - Recruiter & Marketer

In today’s competitive B2B technology landscape, marketing plays a crucial role in the success of any company. And at the helm of all marketing endeavours is the Marketing Manager, the strategic yet hands-on mastermind responsible for bringing tech brands to life, reaching target audiences, and driving growth. Marketing managers are often the heartbeat of every B2B marketing team; they are incredibly useful and impossible to live without.

But what exactly does a Marketing Manager do? Let’s dive in and explore this dynamic and critical role.

What is a marketing manager?

Before we delve into the specifics, let’s start with the basics. A B2B marketing manager is a key player in a technology company’s marketing department. They are the driving force behind planning, implementing, and analysing marketing strategies to enhance brand awareness, attract customers, and drive sales.

Marketing managers are responsible for developing and executing marketing campaigns that align with the overall business objectives. They work closely with other departments, such as sales, product development, and finance, to ensure a cohesive and effective marketing approach. This collaboration allows them to understand the target audience, identify market trends, and create compelling messaging that resonates with potential customers.

One of the primary responsibilities of a marketing manager is conducting market research. They gather and analyse data on their target audience, competitor activities, and industry trends to identify opportunities and make informed decisions. This research helps them understand the needs and preferences of their target market, enabling them to develop marketing strategies that effectively reach and engage potential customers.

In addition to research, marketing managers also oversee the development of marketing materials and campaigns. They collaborate with creative teams to design eye-catching sales presentations, develop engaging content for various channels, and create impactful visuals that communicate the brand’s message effectively. They ensure that all marketing materials are consistent with the brand’s identity and values, reinforcing brand recognition and building customer loyalty.

Furthermore, marketing managers play a crucial role in digital marketing. They leverage various online platforms, such as social media and community sites, to reach a wider audience and drive traffic to the company’s website. They monitor and analyse digital marketing metrics, such as website traffic, click-through rates, and conversion rates, to measure the success of their campaigns and make data-driven adjustments to optimise performance. Plus, they’re also responsible for optimising the website for search (SEO) and managing and executing email marketing campaigns.

Another aspect of a marketing manager’s role is managing relationships with external stakeholders, such as design agencies, specialist freelancers, and industry influencers. They negotiate contracts, allocate budgets, and coordinate campaigns to maximise the impact of marketing efforts. By building strong partnerships and leveraging external resources, marketing managers can amplify the reach and effectiveness of their marketing campaigns.

Lastly, marketing managers are responsible for tracking and analysing the results of their marketing initiatives. They use various analytics tools to measure the success of campaigns, identify areas for improvement, and make strategic recommendations to senior management. This data-driven approach allows them to continuously optimise marketing strategies and achieve better results over time.

In conclusion, a marketing manager plays a vital role within a technology company’s marketing department. They are responsible for planning, implementing, and analysing marketing strategies to enhance brand awareness, attract customers, and drive sales. With their expertise in market research, campaign development and execution, digital marketing, and data analysis, marketing managers play a crucial role in achieving business objectives and ensuring the success of marketing initiatives.

▶︎ Further Reading: What’s the Difference Between a Product Marketing Manager and a Marketing Manager

Marketing Manager Responsibilities

As the central figure in the marketing team and sometimes the only marketer in a company, a Marketing Manager wears many hats. Their primary responsibilities encompass:

  1. Strategy: Planning marketing campaigns that align with the company’s goals and objectives.
  2. Research: Conducting market research to identify target audiences, assess market trends, and gauge competitor strategies.
  3. Content Marketing: create content to use across social media, the website, and sales, including blogs, white papers, and sales decks.
  4. Campaign Execution: Creating and overseeing the execution of marketing campaigns across various online and offline channels, such as social media, the web, paid, email, and events, to help drive demand.
  5. Marketing Operations: Manage the company’s marketing tools, including Hubspot, Google Analytics, and Salesloft
  6. Stakeholder Management: Collaborating with cross-functional teams, including sales, product development, and design, to ensure a cohesive brand experience.
  7. Reporting: Evaluating the effectiveness of marketing campaigns through data analysis and refining strategies accordingly.

As you can see, a Marketing Manager’s role is multifaceted, requiring a diverse skill set and the ability to juggle multiple tasks simultaneously.

▶︎ Hiring? Check out our job description templates.

Skills to Become a Marketing Manager

To thrive in this challenging role, a Marketing Manager must possess a variety of skills. Some of the key skills include:

  • Strong communication skills to effectively convey messages to both internal and external stakeholders.
  • Exceptional analytical and problem-solving abilities for data-driven decision-making.
  • Creative thinking to devise innovative marketing strategies that resonate with target audiences.
  • Natural tendency to ‘get things done‘.
  • Leadership skills to inspire and manage teams.
  • Flexibility and adaptability to navigate the ever-changing marketing landscape.

Becoming a successful Marketing Manager requires a continuous commitment to learning, staying updated with industry trends, and honing these essential skills.

Stakeholder Management and Communication

Strong communication skills are crucial for a Marketing manager, as they need to effectively convey messages to various stakeholders, particularly sales teams. Whether it’s presenting a marketing campaign to the senior management team or collaborating with a content marketing agency to develop compelling content, the ability to articulate ideas clearly and persuasively is essential. A Marketing Manager must also be skilled in active listening, as it allows them to understand the needs and preferences of their target audience, enabling them to tailor their marketing strategies accordingly.


In addition to communication skills, exceptional analytical and problem-solving abilities are vital for a Marketing Manager. They need to be able to analyse market trends, prospect behaviour, and campaign performance data to make data-driven decisions. By interpreting and understanding this data, Marketing Managers can identify opportunities for growth, optimise marketing campaigns, and allocate resources effectively. Moreover, their problem-solving skills come into play when faced with challenges such as budget constraints, changing market dynamics, or unexpected setbacks. A Marketing Manager must be able to think critically and find innovative solutions to overcome these obstacles.


Creative thinking is another essential skill for a Marketing Manager. They must be able to devise innovative marketing strategies that resonate with their target audience and differentiate their brand from competitors. This involves thinking outside the box, exploring new ideas, and taking calculated risks. Whether it’s developing a captivating social media campaign, designing engaging content, or creating memorable advertisements, a Marketing Manager needs to have a creative mindset to capture the attention and interest of consumers.


Leadership skills are also fundamental for a Marketing Manager. They are responsible for managing and inspiring a team of marketing professionals, guiding them towards achieving the organisation’s marketing goals. Effective leadership involves setting clear expectations, providing guidance and support, fostering collaboration, and recognising and developing individual talents. A Marketing Manager must be able to motivate their team, encourage creativity, and create a positive work environment that encourages growth and innovation.

▶︎ Further Reading: Exploring the Role of a CMO in Today’s Marketing Landscape


Lastly, flexibility and adaptability are essential traits for a Marketing Manager. The marketing landscape is constantly evolving, with new technologies, platforms, and trends emerging regularly. To stay ahead in this dynamic environment, a Marketing Manager must be open to change, willing to embrace new strategies and approaches, and quick to adapt to shifting market conditions. They need to be agile and responsive, continuously learning and evolving their skills to remain relevant and effective in their role.


Marketing initiatives require financial resources, and it’s the Marketing Manager’s responsibility to allocate budgets wisely. They must carefully plan and optimise spending across different campaigns, channels, and initiatives. By keeping a keen eye on ROI and analysing key performance indicators, Marketing Managers can fine-tune their budgets to maximise impact and drive results.

Planning and Execution

Marketing is a strategic game, and Marketing Managers must excel in both planning and execution. They must develop comprehensive marketing plans that outline goals, target audiences, messaging, and timelines. Once the plans are in place, they are responsible for the execution, ensuring that campaigns launch smoothly, stay on track, and deliver the desired outcomes. Attention to detail, organisational skills, and time management are paramount when juggling multiple marketing initiatives simultaneously.

How much does a marketing manager make?

Now that we’ve explored the diverse responsibilities and skills required, let’s talk about the compensation. Salaries for Marketing Managers vary across industries and geographies. According to our recent salary survey data, the average annual salary of a marketing manager can range from £55,000 to £67,000. Additionally, some organisations may offer performance-based incentives and other benefits.

Marketing manager career path

For those aspiring to climb the marketing ladder, the role of Marketing Manager serves as a stepping stone to higher-level positions. The career path may vary depending on individual goals and aspirations, but progression often leads to roles such as Senior Marketing Manager, Director of Marketing, or even Chief Marketing Officer (CMO). Continuous learning, networking, and demonstrating exceptional performance are key factors in advancing one’s career in the dynamic marketing field.

What are the challenges faced by marketing managers?

While the role of a Marketing Manager is undoubtedly exciting and rewarding, it also comes with its fair share of challenges. Some of the common hurdles include:

  • Aligning with sales effectively.
  • Managing limited resources and competing priorities.
  • Adapting to rapidly changing digital marketing platforms and technologies.
  • Facing increased competition and the need to differentiate the brand from competitors.
  • Delivering measurable results within a specified budget.

Overcoming these challenges requires resilience, agility, and a thirst for innovation. Successful Marketing Managers embrace these obstacles as opportunities for growth and continually seek ways to outperform the competition.

In conclusion, the role of a Marketing Manager is a dynamic and multifaceted endeavour. From developing and executing marketing strategies to collaborating with stakeholders and analysing data, these professionals shape brands, drive growth, and navigate the ever-changing landscape of marketing. If you have a passion for creativity, strategic thinking, and the power of persuasion, a career as a Marketing Manager might be your calling.

How can we help?

Job hunting: If you’re a marketer in the B2B tech sector and are looking for a new challenge, book a call with us here to discuss your career options.

Hiring: If you’re looking to hire a marketing manager with experience in the B2B tech sector, then book a call with us here.