The CMO’s Guide To Digital Marketing Management: Building Your Team

Digital marketing just became more intelligent—artificially, that is. The shift from traditional to digital channels is nothing new, but recent advancements in Artificial Intelligence (AI) have pressed the "fast forward" button on the future of digital marketing.

The question on every marketer's mind is: What will these emerging channels look like? And how will they shape the marketing industry as a whole? 

As a leader in a tech-driven organization, it's crucial to assess whether your marketing teams are ready for this next chapter, especially as AI adoption accelerates. As of 2023, more than 80% of marketers use some form of AI to support their online marketing campaigns, and this is only expected to grow.

Now is the time to ensure you have bold marketing leaders in place, who are ready to lead innovation in your marketing efforts, and embrace the challenges and opportunities presented by this digital revolution.

What are the prerequisites of a marketing team prepared to leverage AI, augmented reality, the metaverse and a dynamic social media landscape? Today, we’ll dive into the realm of best practices, unveiling the key strategies for building a forward-thinking digital marketing team in 2023.

The Importance of Digital Marketing

Digital marketing has revolutionized the marketing industry, reshaping how businesses connect with their target audience. In the early days of the internet, when owning a home computer was still a luxury, traditional marketing channels like print, billboards and television dominated the advertising scene.

However, thanks to the late 1990s Dot Com Boom and a surge in internet tech, including the advent of SaaS, digital marketing emerged as a game-changer. The first clickable website banner went live in 1993, marking the beginning of digital marketing as we know it. 

Today, innovations in generative AI, Web3 and augmented reality continue to foster expansion of digital mediums, and are expected to drive growth within the SaaS space. Additionally, demand for cloud tech continues to accelerate, and according to analysis by Gartner, worldwide end-user spending is expected to reach $597.3 billion by the end of the year.

It is clear—the future is digital. Businesses without a sophisticated digital marketing strategy in place, and a strong team to back it up, are at risk of becoming a sinking ship in a rapidly expanding sea. 

The Role Of A Digital Marketing Manager

The role of a digital marketing manager is multifaceted, but integral to the success of your online advertising efforts. In most cases, your digital marketing manager will be responsible for the planning, execution and management of all campaigns on digital channels. 

This includes leading a team of marketing professionals, such as community managers, social media managers, and content specialists, to ensure a cohesive brand presence online.

Digital Marketing Strategy

Digital marketing managers are the lead strategists behind your online marketing campaigns. Drawing upon their expertise and deep understanding of industry trends, they shoulder the responsibility of:

• Developing and implementing comprehensive digital marketing campaigns that align with business objectives & budgets.
• Conducting market research, identifying target audience, and defining key performance indicators (KPIs).
• Creating a roadmap for effective utilization of various digital marketing channels.

Marketing Campaign Execution

Digital marketing managers play a pivotal role in the successful execution of digital marketing campaigns. They are responsible for:

• Designing and executing data-driven marketing campaigns across multiple channels (social media, email, SEO, paid ads).
• Collaborating with cross-functional teams to ensure seamless integration of messaging and creative assets.
• Optimizing campaigns in real-time, leveraging analytics and audience insights for maximum impact.

Monitoring & Reporting

The continued success of your digital advertising efforts are largely dependent on the continuous collection and review of data analytics. To spearhead this crucial task, digital marketing managers must:

• Track campaign performance, conduct data analysis, and generate regular reports on KPIs.
• Utilize marketing analytics tools to measure ROI, conversions, and customer engagement.
• Provide data-driven recommendations to enhance future campaigns and improve marketing strategies.

Skills To Identify In A Digital Marketing Manager

Knowledge of Digital Platforms, Tools & Trends

As the leader of your digital strategy, digital marketing managers must be well-versed in all forms of digital media. Be mindful of candidates’ familiarity with digital marketing tools like Hubspot, Google AdWords, Google Analytics, and Klaviyo. 

Marketing leaders within the tech space should also be familiar with platforms like LinkedIn, Twitter, Discord, and Reddit, which are highly relevant for engaging with B2B and tech-savvy communities online. 

Leadership

A digital marketing manager needs strong leadership skills to guide and inspire their team. They should have the ability to set a clear vision, establish goals, and motivate their team members to achieve them.

It’s crucial to evaluate candidates’ ability to provide guidance, resolve conflicts, and foster a positive and collaborative work environment. By doing so, you can ensure that your digital marketing manager is equipped to handle the diverse responsibilities required to lead an effective marketing team.

A Track Record of Success

Keep in mind, success in traditional marketing doesn't necessarily translate to success in the digital realm. When hiring for a digital marketing management position, it's essential to prioritize candidates with proven expertise in online marketing and tangible results. 

To find the best possible leader for your digital marketing team, look for candidates who have experience and a track record of success in related fields like:

• Social Media 
• PPC and Paid Advertising 
• Email Marketing 
• SEO/SEM
• Content Management

Sound Communication Skills

Communication is arguably the most fundamental marketing skill. Storytelling is often cited as the secret weapon to increasing brand awareness and loyalty—and great stories are rarely told by poor communicators. 

Strong communication skills are required for a digital marketing manager to convey ideas, collaborate with cross-functional teams, and interact with clients and stakeholders. They should excel in both written and verbal communication, ensuring clarity in conveying marketing objectives, coordinating with team members, and presenting campaign insights, metrics and performance reports.

Project Management

Digital marketing involves handling multiple campaigns, deadlines, and stakeholders simultaneously. A skilled digital marketing manager should possess strong project management abilities, including the ability to prioritize tasks, manage resources, and meet deadlines. They should also be adept at allocating budgets, tracking expenses, and optimizing resource utilization for maximum efficiency.

Critical Thinking & Problem Solving

To keep up with ever-changing digital marketing trends and innovations, a digital marketing manager must have strong critical thinking and problem-solving skills. 

To navigate challenges, identify opportunities, and make data-driven decisions. They should be able to analyze campaign data, extract meaningful insights, and adapt strategies accordingly to optimize results.

Other Roles For Your Digital Marketing Team

SEO/SEM Specialist

SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two related but distinct terms in the field of digital marketing. Specialists within this field leverage both techniques to enhance a website's visibility and attract qualified traffic.

By hiring a skilled SEO/SEM specialist, you can expect increased online visibility, targeted traffic, and enhanced brand exposure. They will play a vital role in driving organic search traffic through strategic optimizations, while also implementing paid advertising strategies to generate immediate results.

PPC or Paid Advertising Specialist

The PPC (Pay-Per-Click) or Paid Advertising Specialist is a skilled professional in executing successful online advertising campaigns. Their expertise lies in creating and managing paid ads across multiple platforms, such as Google Ads or Facebook Ads. They conduct thorough keyword research to target specific audiences and ensure maximum reach and impact for the ads.

With their knowledge and experience, they navigate the complexities of bidding strategies, ad placements, and audience targeting to deliver effective campaigns that align with business goals.

Data Analyst

The Data Analyst plays a critical role in deciphering marketing data and metrics to extract valuable insights. They conduct thorough analysis, generate reports, and develop insightful dashboards to track campaign performance. By leveraging data-driven recommendations, they contribute to optimizing marketing strategies and achieving measurable business goals.

Email Marketing Specialist

The Email Marketing Specialist handles the creation and execution of impactful email marketing campaigns. Their expertise lies in crafting compelling content and designing visually appealing templates. Through careful analysis of email performance metrics, they continuously refine and optimize campaigns to drive engagement, nurture leads, and foster customer loyalty.

Content Marketing Specialist

The Content Marketing Specialist is responsible for creating high-quality and engaging content. They excel in content management – developing content strategies, crafting blog posts, articles, and videos, and optimizing content for search engines. By delivering valuable and relevant content to the target audience, they help drive brand awareness, enhance visibility, and establish thought leadership.

Social Media Marketing Specialist

A Social Media Marketing Specialist is the go-to person for managing and optimizing social media channels. They formulate effective strategies to boost your online presence, engagement, and reach on social media platforms like Facebook, Instagram, and Twitter. Through content creation, community management, and insightful analytics, they drive impactful social media campaigns that align with business objectives.

A Note On Digital Marketing Management Salaries

According to reliable salary databases like Glassdoor, Indeed and Salary.com, the average salary for digital marketing managers in the SaaS industry ranges from $80,000 to $120,000 per year. This figure can increase for more experienced professionals or those in leadership positions.

It's important to note that salary ranges can fluctuate based on regional differences and cost of living. For instance, salaries in major tech hubs like Silicon Valley or New York City tend to be higher compared to other locations.

Need More Information On Digital Marketing?

Mark my words: 2023 will be a crucial year in the development of digital marketing tech. We hope you've gained valuable insights into the evolving landscape of marketing information management and its transformative impact on the industry. 

However, this is just the tip of the iceberg. Subscribe to The CMO newsletter to stay up-to-date on fresh perspectives, new insights and technological developments that will keep you at the forefront of the ever-changing world of digital marketing.