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The Role of A Marketing Manager in the Digital World

Nathan Cenovski
Aug 8, 2017
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What does A marketing manager do?

marketing managers job

Generally speaking, a “marketing manager” is a person who manages marketing for a company. I know this concept probably just made your head spin, so let’s clear things up a little further with some details.

Specifically, marketing managers are responsible for developing marketing strategies and initiatives that help achieve business goals, such as increasing sales.  These strategies typically encompass implementing and optimizing marketing campaigns (to achieve specific goals) and developing brand equity (i.e. promoting a specific view or sentiments about the company, products and or brands).

While the scope of marketing work tends to vary based on company size, a marketing manager (at a macro level) tends to have two broad responsibilities: (1) branding (which closely intertwines with creative development) and (2) general campaign management. Obviously, branding is more of a long-term project that is exceedingly difficult to quantify, but its impact can be incredibly valuable. Once a brand is established and trusted, products and services tend to “sell” more easily based solely off of a brand’s identity or “promise” (i.e. the emotions a brand evokes).

Measuring the impact of brand equity, and how it is developed, is a very nebulous proposition that involves a lot of guesswork. Nevertheless, brand building is very important and seen as valuable; it’s just very difficult to nail down what it does specifically.

Conversely, campaigns are generally short-term projects that are much more scientific in their application (if measurement tools are available).  Campaigns typically have a specific goal, and goals are generally different for B2B versus B2C marketers. For B2B marketers, the goal may be to get prospects to attend webinars, download eBooks, or request a demo and free trial. However, for B2C marketers, the goal may be to complete an in-person or online purchase for a product or a service.

Anytime marketing campaigns are placed in an online environment, marketing managers can track performance, analyze costs, and sometimes calculate the ROI of their digital marketing efforts if they have the right software and data. Furthermore, marketing managers can optimize campaigns and keep improving results through A/B testing and other scientific methodologies. As long as marketing managers have the right technology and processes in place, campaign results are much easier to quantity than trying to measure ROI for brand building activities.

Aside from campaign management and general creative development, a marketing manager’s role can be very diverse. For some marketing managers, they may oversee the company’s entire market strategy, or they may specialize in one specific sect of it, such as conference marketing.

Conference marketing typically entails designing exhibits, evaluating sponsorships, coordination of all logistics, and creating sales collateral – and each aspect may be handled by a different person entirely. If the marketing manager works at a B2B focused company, he or she will also probably also work hand and hand with sales reps, who are often the conference exhibitors.

Since marketing is a broad field with an increasing emphasis on technology and data, most marketing managers have a specific area of expertise. For example, typical marketing specialties include SEO, brand management, project management, copywriting, PR, social media, media buying, graphic design, and several other disciplines.

What does THE Marketing Manager do?

The Marketing Manager is a software CRM application that helps you generate more leads for your business by identifying your website visitors and tracking their behavior most indicative of purchase intent. With this unique software app, marketing managers can track sales and marketing activities associated with each lead, such as digital campaign performance, and then analyze how these interactions impact conversions. Plus, because The Marketing Manager platform integrates with an ever-evolving database of over 90,000,000 professional contacts at nearly 9,000,000 companies, marketing managers can use The Marketing Manager to develop segments and qualified lead lists based on position, industry, location, company size, company revenue, and other data points.

How else can A marketing manager use THE Marketing Manager?

When marketing managers use The Marketing Manager to optimize their digital media campaigns, they can customize segments based on web responses, behavior, and or other criteria stored in the Marketing Manager CRM system. Furthermore, each segment can be further customized at a granular level, or segments can be created for the purpose of account based marketing. Then, to help marketing managers learn more about competitors, The Marketing Manager’s built-in reports can be used to compare SEO related and social media metrics.

How does a marketing manager get to know The Marketing Manager?

If you’d like to learn more about how we can support your marketing objectives, please contact us for questions, or set up a free trial.

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