February 17, 2021
11 Field Marketing Strategies for 2021
If there’s one thing 2020 taught B2B marketers, it’s how to be agile. Those who failed to be nimble and adjust marketing strategies are at risk of falling behind competitors.
This is especially true for those that relied on in-person conferences and marketing methods. COVID-19 has pretty much eliminated in-person events, and there’s no sign of it being over any time soon.
Now, does this mean B2B marketers should give up on field marketing? Not at all. Like with all other aspects of running a business post-pandemic, it’s about going digital. Already we see 39% of marketers claiming webinars is one of the topmost valuable forms of influencer content.
When Box repurposed a physical event into a digital event, they witnessed 112% ROI. We also find 63% of people are willing to watch a 20 to 60-minute webinar. And this is proven — Thomson Reuters witnessed a 73% increase in global attendees by hosting digital conferences.
But more on that later.
Let’s take a closer look at what field marketing is and how to build a winning field marketing strategy.
What is Field Marketing?
But this is from a B2C perspective.
In a B2B context, field marketers are both sales and marketing oriented. Their role consists of engaging with prospects and customers face-to-face and across several touchpoints. For instance, you’ll find field marketers at conferences, trade shows, webinars, events, and workshops.
But what does field marketing mean? According to the Field Marketing Council:
Field marketing is measurable face-to-face brand development and customer relationship management through using highly trained people.
Field Marketing vs. Demand Generation
When you look at the roles of field marketing and demand generation, you’ll see the two have a lot in common. However, the two departments are unique but are unified in reaching the goals of the brand.
Here’s a look at what demand generation consists of:
- Lead generation
- Demand capture
- Pipeline acceleration
This is achieved by:
- Setting SMART goals
- Targeting a specific audience
- Developing content for the audience and goals (throughout the marketing funnel)
- Distributing the content to ensure it reaches the intended audience
- Measuring the results of the content marketing campaign
Where demand generation and field marketing are similar in that they both aim to capture new leads, create demand for a product/service, and help the sales pipeline. But where they differ is in how they achieve their goals.
Field marketers take a hands-on, face-to-face approach, while demand gen marketers use online content marketing. Now, this isn’t to say field marketers don’t ever use content because they can and do.
What is the Role of Field Marketing?
Field marketers work in tandem with other marketing and sales teams. The idea is to create a holistic marketing strategy using digital and in-person marketing tactics to find, engage, and convert leads into paying customers.
Within the organization, you’ll find field marketers handling tasks like:
- Working with sales, demand gen marketing, and product teams to manage messaging, events, and field campaigns (which should be aligned with the core objectives of the company).
- Developing marketing plans that help the sales pipeline, attract leads, and assist digital marketing teams to reach revenue goals.
- Maintaining brand positioning while in-person, speaking to prospective customers and current clients.
- Maintaining transparency for all marketing activities by inserting results in the CRM and other tools to track total ROI for field marketing, sales, and other marketing initiatives.
- Attend relevant events and tradeshows
- Maintain relationships with vendors and venues
- Have in-depth knowledge of all product lines and services
- Understand customer profiles and the customer journey
- Report weekly/monthly status reports on field marketing activities
This isn’t an all-inclusive list but offers a good idea of what field marketers do.
Why is a Field Marketing Strategy Necessary?
Having a strategy behind any marketing initiative is critical to the success of your campaigns. Without a field marketing strategy, you’ll be shooting darts in the dark, hoping to land a few.
By creating a field marketing strategy, you can improve the odds of getting the results you desire. Here’s a look at the benefits you can witness when you implement field marketing strategies correctly.
Build Brand Awareness
What makes field marketing special is that it’s easier to cut through the noise and reach prospects. By attending events and connecting with people live, you’re able to garner the attention of prospects. This is tougher to do online where you’re competing against hundreds of competitors.
Create a Positive Brand Perception
Field marketers are out there, demonstrating products and services, which gives them the power to create a good perception of the brand. So if you’re out there showcasing how your product is the best, fastest, or has the most features, then that’s what it’ll be known for.
Seeing is believing. If you can deliver a “wow” moment with your product or service demo, you can easily convert leads into customers. When done right, prospects will purchase from you on the spot. Or will at least schedule a call to discuss the details further.
Gather Customer Insights
There’s nothing more telling about prospects and customers than seeing their facial expressions in real-time. Engaging directly with leads provides valuable feedback you can use to improve the messaging, price point, or the product itself.
Grow Customer Relationships
There’s a reason field marketing is often categorized under experiential marketing. Your role as a field marketer is to create a great customer experience with your brand and its product or service.
Field marketers are sometimes the first interaction a prospect has with a brand. And they’re normally a point of contact throughout the buyer’s journey. Their role is growing relationships with customers, which improves the odds of turning customers into loyal advocates.
How to Plan an Effective Field Marketing Strategy
Begin with Smart Goals
Like with any marketing strategy, you need to start with goals. But not just any goals–specific, measurable, achievable, results-driven, time-bound goals. Once you know what you’re trying to achieve, you can begin planning the strategies you’ll use.
Develop Buyer Personas
It’s impossible to consistently sell a product or service if you don’t know who you’re selling to. Buyer personas are critical to identifying your core customers. This should include demographic and firmographic information. Ideally, you want to have multiple buyer personas complete with pain points.
Implement Account-Based Marketing
Account-based marketing (ABM) is a big deal in B2B marketing. This is when you sell to specific accounts directly. It also helps to engage users and increase sales. The idea is to personalize the engagements. So there’s a lot of data collection and analytics involved to know when to reach out, why, and how.
Adopt the Right Technologies
Collecting data and making it transparent is a part of the role of a field marketer. With the right data, field marketers will be able to guide leads through the customer journey. So it’s critical to have access to the right tools to see sales and marketing data that can help with this. A CRM, customer data platform (CDP), sales pipeline tools, and others are good to have here.
Measure Your Results and Adapt
You’ll need a way to measure your field marketing initiatives’ results to see what’s working and what isn’t. This includes having tools in place to automate the analytics and reporting. A centralized database is key here, so consider adopting a CDP.
Field Marketing Ideas and Tips
Let’s take a look at 11 you should implement in 2021.
1. Host Virtual Events
Virtual events have quickly swept in to save the day during COVID-19. Conferences tend to have hundreds or even thousands of attendees, making them a big NO during the pandemic. By hosting virtual events, you can continue building brand awareness and relationships.
2. Send Samples via Mail
If you’re launching a new product, why not use a Sending Platform to send a sample to attendees just in time for your virtual event? You can use this to demonstrate your new product, just as you would if you were at a live conference. If your product is digital, then offer a free trial.
3. Use User-Generated Content (UGC)
4. Offer One-on-One Chat rooms to Guests
5. Engage with Fans Using Live Video
6. Send Gifts to Prospects and Customers
You met with a prospect that feels promising. Now, you need a way to entice them to act. One way to do this is to send a branded gift. Your logo is a reminder of your business and the gift is a gesture of kindness they’ll feel they need to repay. You can also use corporate gifting to re-engage current customers who may be on the market for a product or service.
7. Create an Online Community
Conversations are now a major part of marketing strategies. Creating an atmosphere online where like-minded people can join together and discuss topics is vital. This not only gives you an opportunity to attract potential leads–it also allows you to join the conversation. Based on the insights you offer, you could position yourself as a thought leader people turn to for advice.
8. Use Micro-Influencers to Promote Products
9. Send Surveys Directly to Smartphones
10. Be Available to Answer Questions On Social
11. Join a Social Cause
Build a Field Marketing Strategy for 2021
Field marketing in a post-pandemic era is proving challenging for some brands. But with the right tools and strategies, you can overcome these issues. The goal is to organize a plan, so everyone’s on the same page – marketing, sales, and customer support.
You’ll find tools like Sendoso helpful for making impactful impressions on customers and prospects. We offer a B2B corporate gifting platform that simplifies the selection, shipping, and tracking of your gifting campaigns.
If this sounds like something you’d like to add to your field marketing strategy, then request a demo with us today!