It’s Monday morning, and you’re planning out your workweek. Seven standing calls. Four events (Two hosted. One partner event. One sponsored event.) On top of that, you’re juggling two third-party webinars, a quarter-end pipeline gap execution meeting, next quarter’s strategy planning, prep calls, pre- and post-event communications, and action items to execute your programs.
Overwhelmed? Me too! At any given time, field marketers have multiple plates spinning in the air at once. And from what we've seen, they know how to multitask, wear different hats, and generate results.
Field marketing, by definition, is a function designed to support sales efforts by meeting local growth objectives. Field marketers use multiple go-to-market approaches like direct sales promotions, samples, demonstrations, experiences, organized roadshows, trade shows, and other types of events.
It is an understatement to say that field marketing plays a crucial role in achieving pipeline goals and impacting their organizations. That’s why we’ve compiled the top three reasons why every company should have a field marketer in their back pocket.
See how Splash is honoring all of the hard work field marketers do here →
Field marketers use their sales and marketing expertise to familiarize their target audience with their products and services.
As a connector between revenue functions, field marketers use their intimate knowledge of the customer to determine where to host events, what experiences those customers want, and what that audience needs.
Field marketers have an innate ability to communicate with many individuals. They work directly with sales and customer support teams to guide customers and prospects through their buyer journeys and understand their challenges. They use this strong muscle to build and review marketing plans ensuring alignment with company goals and priorities.
When you get a field marketer to work their magic, successful campaigns bring quantifiable results. With the right systems in place, field marketers deliver real-time reporting and understand how and why their campaigns are performing. When integrated with their entire marketing tech stack, it’s easy for field marketers to build campaigns and content that have an impact.
Field marketers can build campaigns into every stage of a customer’s journey: They can host an event at the top of the funnel, while coordinating a program that accelerates leads in the middle to close an existing opportunity. Field marketers are masterful at tailoring their efforts for targeted accounts and bringing them what they need to complete a sale.
No matter how clever your sales strategy is, or how sophisticated and expensive the marketing tech stack becomes, it's the field marketers on the ground that are driving pipeline and accelerating closings.
Eric Holmen
CEO, Splash
Field marketing enables your brand to interact directly with target audiences. Small, repeatable events allow your brand to shine via consistent customer experiences at multiple touchpoints. In some sense, field marketers act as brand ambassadors when they conduct a program and can influence sales by showcasing the brand positively.
From serving as a conduit between sales and marketing teams, juggling responsibilities, and tirelessly generating new opportunities and interest from customers and prospects, field marketers have a demanding job. Their contributions should be seen and celebrated for the critical role they play in achieving pipeline goals.
We’ve compiled resources for your team to seamlessly integrate field marketing into your event strategy.
