Here are the positions you need to look for when building your digital marketing dream team.


The copywriter is essential to the content creation process. Copywriters may seem like a dime-a-dozen commodity. With so many websites offering the services of freelancers, it’s easier than every to find a writer. Finding a good writer who knows your business is harder.

Having tested these services before, I can say that I haven’t found a replacement for a copywriter who is invested in your success and understands how to write for your target audience.


If your products are technical or complex, it’s important to find someone who knows your message and who can write for you consistently. A lot of time and effort is wasted when you have to re-teach your messaging to a new copywriter each time a new project starts.

The copywriter is one of the essential pillars of your marketing dream team. Without compelling copy, you don’t catch eyes, you don’t tell stories, you don’t convince, you don’t sell. Well-crafted copy from someone who knows your organization’s unique story by heart is hard to get right.




The designer is the team member who makes your creative vision a reality. Their brains are wired for color and composition. They understand how design influences emotion, and they work to make sure that your brand comes across in a visually appealing way.


People do judge books by their cover, especially in the digital world. A great designer will help level-up your marketing campaigns and set them apart from poorly put-together content.

Web Developer


Marketing Strategist


The marketing strategist helps concept out your overarching plans and can bring order to your marketing chaos. This person has a keen understanding of the mechanics of marketing. They help your company reverse-engineer your goals into marketing campaign success.


Marketing Analytics Master


Your marketing analytics expert is a key player in today’s digital marketing environment. This is the person who is going to help you make the most of your marketing investment by leading you toward better data-driven marketing decisions.


They understand how to read and manipulate reporting in Google Analytics (or your marketing automation tools/CRM) and can slice and dice your web traffic metrics to let you know where to get the most out of your marketing dollars. They’ve spent hours setting up Google Tag Manager and can potentially tell you exactly how many times and for how many average minutes that promotional video on your site was watched.


SEO Expert

seo1Referral bots, ghost traffic, and pogo-sticking…know what these terms mean? Your SEO expert does. They understand how to dig through the BS and determine your real site traffic. They help you make decisions that will attract relevant search traffic.


UX Expert/Conversion Optimizer


The website of UX expert Karen McGrane declares, “On a good day, I make the web more awesome. On a bad day, I just make it suck less.”

This is how UX people think about the web. Imagine having an elaborate opinion about where the toilet paper is located in a grocery store versus where it is at Bed Bath and Beyond. Imagine making detailed maps of the visitor’s journey to find an individual item. This is the kind of obsession a UX expert has about web traffic user flow and website site heat maps.


Social Media Leader

social-media-500x333Ah, the much maligned social media leader/expert/guru/wizard. I know from experience that a lot of people don’t put much regard in this position, but if you’re looking to make a long-term impact in this space, then you need someone who lives and breathes B2B social media.

People are taking to social media every day to learn more about products and services like yours. Awareness of your brand is raised when someone who may not visit your website regularly goes to Twitter or LinkedIn and sees an update from your brand or is directed to your site via a posted link.


Digital Advertising Specialist


Internet ads have changed for the better in the last five years. Even Hubspot’s Darmesh Shah has come around to it a bit, declaring that advertising isn’t all bad. A great digital ad person can help you get in front of the right audience using ads on social media. They understand the targeting sets for LinkedIn advertising, they can pinpoint an ideal audience on Facebook, and they’ve run Twitter ads to help your company gain followers.


Digital Marketing Manager


This is your point-person. The quarterback of your campaign. They understand inbound and outbound marketing and know which of your key players they’re going to need to lean on to make a campaign successful.


The digital marketing manager has the people skills to work with the leadership of your sales and marketing teams and execute campaigns that fulfill your company’s goals.


The Connected Salesperson

Sales personOf all of the key-players here, this could be your biggest unicorn. The connected salesperson is not a myth though, and finding one will help you win more business.


The connected salesperson understands the goals of your digital marketing campaigns. They use all of the digital resources at their disposal to nurture leads. A great connected salesperson is tuned in to your messaging and content workflows. They know when it’s time to push forward and can work to progress your leads to the next sales stage.