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Roadshows for the Modern Event Marketer

roadshow, evrent, marketing, sales. conferenceEvent marketing is an ever-changing industry that positions itself as essentially an industry within many industries. Though event marketing is an industry all its own, it’s lifeblood are the industries that support it through actually needing events.

Over time, event marketing has been interchanged (and confused) with event planning, field marketing, and other similar, yet distinctly different marketing functions. Because of the confusion around terminology and role function, there are critical pieces of the marketing puzzle that have been lost in the mix. Event marketing roadshows is one of those techniques lost in the shuffle.

What is a roadshow?

What if event marketing and field marketing had a baby? The baby would be a roadshow. Roadshows provide a venue and method for getting your brand or product or messaging in front of many people, but at a local level.

Roadshows are usually done in sequence and occur in numerous cities (both at home and abroad in some cases) in an effort to increase brand awareness and product knowledge. Roadshows are one of the best ways to spread the word in an interactive format with those you may not be able to reach with a standard, centralized event.

The format of a roadshow is usually a half-day event that bring customers, prospects, and partners together for thought leadership, product demonstrations, and networking. Some larger cities may even end up doing a multi-day event to provide time and space to reach more people.

How a roadshow can help the modern marketer

Though roadshows can seem antiquated and something that only large, old organizations do, they are actually useful to marketers who work with products or services that are at any part of their maturity curve.

Field events are a boon for any sales team or person worth their weight (or their salary) to an organization. Sales teams love getting out and meeting people – it’s where they truly shine and make their quotas.

The great part about doing roadshows is that your sales team is able to do targeted, personal conversations with potential customers because the events are smaller and the demographic is clearer. It’s not about fighting for attention at a large event or having the impersonal email or phone call – it’s about getting in front of engaged customers.

In addition to being great for having face time with qualified leads, it also helps maintain stable demand generation over the entire year. If other companies sponsor your roadshows it’s good to have them promote your show out to their networks to help with generating deeper sales pipelines. If your industry experiences slower months for sales, roadshows are the perfect way to stay top-of-mind and to provide your sales team with leads they may not otherwise have access to.

Roadshows also provide the modern marketer with a way to make a good impression on potential leads. Having an online presence is great, but it’s not the whole story. Many industries still rely on physical goods or exchanges of services that depend greatly on making a good in-person impression. The events can and should be a mix of fun and education, so be sure to have good food, good entertainment, and good content throughout the event. If they leave having had a good time, your brand will stand out to them when it comes time to make a purchase.

Of all the things that go into a good roadshow, good content is often overlooked. But the content is they why of the event, so it should be a focus during preparation. Having solid content and speakers is one of the best tools you have as an event marketer to spread your thought leadership and messaging. Using the content to drive home your brand message is an essential part to having an effective roadshow. Be sure to map out your goals and messaging before planning these events so you have a solid understanding of the types of content you should create.

Having a roadshow is a fun and effective way to engage with leads, generate new leads, make a lasting impression on attendees you may not otherwise have access to, and to spread your message and thought leadership ideas. Though it can seem antiquated, getting to know people in an intimate setting is a great way to increase qualified leads and, inevitably, sales.

 

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How Field Marketing Drives Top-Line Growth

top line, growth, conference, events, meetings, brand, activations, marketing, eventsField marketing is somewhat of a lost art. Marketing and sales teams have been put into silos where they are almost in competition with one another rather than harmony. Each team wants to prove that their methods work the best and essentially disprove the need for the other department. Much of this disconnect comes from quickly evolving technologies that have rapidly changed the roles and expectations of both teams.

Though they seem to be in opposition to one another, marketing and sales have one common goal: drive sales and revenue. Marketing, generally of the corporate variety, would have you believe that the secret to driving revenue is increasing the number of leads the sales team has. The sales team would have you believe that it comes down to their one-on-one relationship with the customer. Neither group is right, neither group is wrong. The truth lies somewhere in the middle. The truth lies in the ability to bridge the gap between the two groups and help them to work in unison rather than opposition.

Field marketing exists solely to bridge that gap and provide more personalized marketing strategies that work for individual sales team that addresses their unique personal, customer, and regional needs. Field marketing has withered, as a function, however, because at the end of the day, corporate representatives feel as though each team should be able to perform their function without the need for a ‘translator’ of sorts.

But having a field marketing team can truly drive sales and growth by doing just that – connecting and aligning all teams within an organization with common goals and strategies that focus on sales enablement, lead nurturing, and closing deals.

How does field marketing drive more sales?

It’s one thing to say that field marketing can drive growth, but another to see how it works in action. Having a field marketing team can increase costs and will likely be highly scrutinized (both by sales and marketing teams and corporate entities) until they prove their value. So how, exactly, do field marketers increase sales?

  • Improved communication and goal alignment. Much of the corporate marketing material goes unused by sales (either because sales doesn’t know how to use it or it’s simply not useful) and many leads get qualified and passed along only to go uncontacted. The field marketer can help build the trust between the two teams, which enables marketers to create more useful materials and pass on higher quality leads to the sales team.
  • Focused and organized local events. Though event planning is a different function altogether, field marketers can assist event planners in local and regional events to ensure that the messaging and takeaways are focused on one goal: improve the ability for the sales team to develop relationships is specific areas.
  • Develop personalized content and assets. The field marketing team has the marketing ability to modify existing materials from corporate to fit the specific needs of a sales person or team and/or region. They also have the sales experience to know what will work and what won’t work for specific people and areas. It’s the best of both worlds.

Combined, all of these techniques and strategies that field marketers bring to the table can enable sales teams to perform better, thus improving the bottom line of the organization and can ensure that the hard work and thought that goes into materials by the marketing team is put to good use. This way, all roles are utilized where they bring the most value and have a ‘translator’ to fill in the gaps as needed.

 

 

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Tips for Building your Field Marketing Department

conferences, marketing, field, event, activations, brandIn contemporary organizations, there’s often a disconnect between marketing and sales. This disconnect or gap stems from two basic reasons (there are more, but these two make up 80 percent of the cause): 1) the organization has been around for a long time and the traditional sales model relies heavily on cold-calling and marketing is a hard-sell to most team members, or 2) the marketing group routinely produces lists of unqualified leads that have lead the sales team to distrust any results the marketing team may tout. And honestly, it’s usually a combination of both that leads to the gap between marketing and sales.

It’s clear that marketing is a necessary function within most organizations, especially with the pace of technology innovation and increased competition (easy access to the internet has removed many of the barriers to starting and maintaining a business.) But if the sales team doesn’t trust the marketing team and the marketing team is constantly feeling resistance it can truly hurt the bottom line.

Field Marketing as a Modern Solution

One way to close this gap and disconnect between sales and marketing teams is through a field marketing department. Field marketing, when done properly, is about driving top-line growth by connecting corporate marketing initiatives with local sales teams. Field marketers understand that sales and marketing techniques are highly dependent upon regional and territorial factors, which means that not all corporate marketing strategies are suited for each sales person as an ‘out-of-the-box’ solution.

The field marketing team takes the corporate initiatives and realigns them to fit localized demand. They focus on sales enablement with a strong focus on influencing deals already in the pipeline. It’s less about lead generation and more about lead nurturing.

How can I Build a Field Marketing Program?

Here are some tips on building your field marketing program. While it’s similar to hiring for any new position, field marketers should be seasoned vets in their industry. Field marketing is not an entry-level career.

  • Find a trusted member of your existing marketing team who has a strong relationship with the sales team. Since the problem to the field marketing solution is around the marketing-sales disconnect, it’s important to start building your team by leaning on someone who can help close the gap from day one. Someone that both sides will be open to listening to.
  • Start the program in a region/group where your organization is under-performing. Have the new field marketing team member create a questionnaire to use to get to know each sales rep and the deals they are working on. Then ask the field marketer to create a game plan for every sales rep.
  • Start small. Field marketing is a long-term commitment, not a quick timeline turnaround (such as with event planning). Start with small marketing strategies and action items that the rep can start with from day one.
  • Celebrate any successes as a team and then start reinvesting in them, amplifying the strategies that work and begin trying them with other regions/groups.
  • Develop case studies from the early wins and use them as a way to support your case for creating a new department that supports marketing and sales throughout all of your regions and groups.

Field marketing can truly make a difference to your organization’s top-line growth, but only if you can commit to a long-term strategy that will start small and amplify over time. You cannot hope to have success overnight, but you can make small steps toward improving the overall relationship between sales and marketing, thus aligning goals and seeing exponential growth.

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Field Marketing vs. Event Planning: Not one in the same

events, marketing, field, experiential, conferences, planning, av, audio visualThe marketing ecosystem and its functions is an essential part of any successful organization. But oftentimes, marketing is also somewhat shrouded in mystery. Everyone knows you need it, but not everyone knows what it is or how to successfully execute any strategy that is created.

One of the contributing factors to this issue is that terms are often used interchangeably when they don’t, in fact, mean the same thing. This can lead to confusion and misaligned expectations for marketing efforts. One area where we commonly see this misuse of terms is with event planning and field marketing.

From the outside, people tend to see a similar result and assume that they are the same thing. But in reality, they are actually opposing functions. But what makes them so different and how can we tell them apart? How can we choose which one is actually necessary for our organization (maybe both are)? Let’s set the record straight about field marketing versus event planning.

Field Marketing and its Functions

Field marketing, as a function of an organization, has the primary goal of creating a vision, setting objectives, and developing strategies that they then execute to enable the sales team to meet or exceed their number of leads or sales figures. Field marketing, in its purest form, is characterized by the following:

  • Collaboration with the development organizations for each product to find ways to bundle the products into solutions that resonated in the marketplace.
  • Partnering with the sales team to build a marketing plan to support the business. This Marketing Plan took into account the differences in territories, industries, compensation plans, the number of reps ramped plus account and market penetration goals. The more detailed, the better.
  • Assembling a shared service model for task-specific expertise: database, automation, metrics, email, webinars, events, social media, references, market analysis, competitive analysis, digital assets, and more. This shared team is staffed with seasoned professionals with many years of cumulative experience in their field.

Over time, this model became watered-down and the function of field marketers turned into event planning. It’s not to say that event planning is not part of the equation but it is only one piece of the field marketing puzzle.

Event Planning and its Functions

The core difference between event planning and field marketing is that event planning generally has a focus toward generating leads rather than executing on any way to nurture those leads or sales enablement (both core functions of field marketing).

Field marketing is diluted into event planning when the following happens within an organization:

  • Junior-level people are brought in to lead teams/strategy.
  • Execution timelines are short – generally 30-90 days.
  • Lead-generation is the sole focus – no nurturing or process in place to create an actual sale.
  • Compensation is not tied to revenue.

There are more signs that a field marketing team/position is actually more of an event planning one but these are the tell-tale symptoms. Again, it’s important to emphasize that event planning is an important function of an organization but it will not lead to the results that a field marketing role will.

How to Spot the Differences

There are several ways you can tell the difference between a field marketing and event planning role. As a professional, you can use these differences to your advantage as you look for a new position, restructure your current organization, or lead marketing efforts.

  • If the main KPI is related to leads, then it’s probably event planning.
  • When a plan is in place for lead flow (or user flow), it’s likely got more strategy behind it, making it a field marketing function.
  • Time lag and close rate are also terms that denote field marketing. Any time you are aware of the time it takes to convert a lead into a sale or what your rate of closing those sales are you imply that there is a process behind the marketing effort.

These cues can help you better understand what type of function you are dealing with – whether it’s your own role or that of a third party organization you are looking to bring into the mix. Understanding the differences can lead to better ROI for your marketing dollars.