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Welcome to BDI’s Field Marketer Fridays where we interview a new marketer every month with the goal of sharing lessons learned, insights, and perspectives about the ever-changing landscape of field marketing. This week, David Dolnick of GoodData (formerly of Skillz Inc.) joins us with over ten years of experience in senior management and event and field marketing within a range of industries from IT and computer software to publishing and renewables.
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What is your role and summarize the number and specific types of field marketing programs you are leading:
I am the Events Manager at Skillz and in charge of all lead generation events. As the first event hire at Skillz, I am tasked with building our field marketing program which we will be rolling out at the end of Q3 and throughout Q4. The field events will be lunch-and-learns as I have learned these are optimal in terms of getting the highest turnout.
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How do you measure and track your field marketing programs?
Although we have not rolled this out yet at Skillz, I will measure my field marketing programs the same way I have throughout my career – MarTech stacks. At Skillz that will be via Salesforce and Marketo.
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What are your top 3 lessons learned about Field Marketing?
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Build a great relationship with your SDRs and SDR managers.
Because the SDRs are so critical in helping build the target lists and making the invitations, their efforts and quality of work is a big factor in your success. Creating Spiffs and excitement are really important. I also like to build attendance into the reward. For example, the SDR who confirms the most attendees gets to attend the event.[push h=5]
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Reason to call!
When I was an SDR (many years ago), I loved it when I had something new to call about, instead of my same old pitch. In the case of field marketer, it’s a program that is free, informative, and social. Making sure your SDRs are excited about this program and the pitch is critical and it gives them another reason to call their prospects and a fun one as well. “Are you free for lunch next Tuesday?” is a lot better than, “what is your identity and access management strategy for 2019?”
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Restaurants that are closed at lunch.
This is a great strategy for lunch-and-learns as you no longer need a private room, the entire restaurant is your private room! You get even more laser focused staff, your food is the only item being cooked, you can put signage wherever you want (usually), and you get the parking lot to yourself which feels so exclusive![push h=5]
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ABOUT DAVID DOLNICK
As Senior Event Manager at Skillz, David leads all lead generation events. Prior to Skillz, David held event marketing positions at Oracle, SolarCity, Sitecore and OneLogin. He’s a huge foodie who loves cooking, especially BBQ and pizza. David is also a huge sports fan with his fandom and heart directed to the San Diego Padres, Los Angeles Chargers and Clippers. Check out his profile on LinkedIn and follow him on Twitter at @dolnicksays.
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