Rethinking B2B field marketing: 3 quick insights for the modern event marketer

The cool thing about field events is that there is scope to blend creativity and strategy. Today, we'll look at three practical takeaways from industry experts that can transform your approach to field marketing.

1. Embrace differentiation: In a landscape brimming with similar messages, standing out becomes more crucial than ever. This means thinking beyond the standard pre-event meeting requests.

??Arthur Castillo , Strategic Sales & Head of Evangelism at Chili Piper , shares his take on this: "We always would have an off-site activation, and that was our first touch point and letting people know, hey, not only are you gonna get a chance to see us at the trade show, but we're gonna be having a ton of fun outside of that and we can get into the details of like what we've done, but that already starts to differentiate us a little bit, right?"

2. Sales alignment - a strategic imperative: The alignment between sales and marketing is vital to success with field events. Rebecca Martins , Revenue Marketing Leader at Jellyfish , sheds light on this: "Getting our sales team on board was a challenge... but once you have one or two of them singing the praises of your event to the rest of the sales team, you'll see a significant shift."

3. Measuring success - a deeper dive: Success in field marketing isn't just about the numbers at the event. It's about the impact on the sales pipeline and long-term relationships. As Arthur aptly puts it, focusing on "booked demos rather than badge scans" and tracking "pipeline created relatively soon after the event" offers a more comprehensive view of an event's effectiveness.