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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, Haley Martin of AvidXchange joins us where her goals include generating demand for all areas of the business including new business, partner sales, and existing customers.
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What is your role and summarize the number and specific types of field marketing programs you are leading
I’m the Director of Marketing at AvidXchange, responsible for leading our team of Campaign Managers. My team quarterbacks a variety of programs consisting of educational webinars, lunch and learns, roadshows, tradeshows, email marketing, direct mail, customer appreciation events, and more. We support 8 different sales teams across the United States and produce over 100+ events per year, including our large annual users conference for customers, partners, and potential customers.
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How do you measure and track your field marketing programs?
We partner with our Marketing Operations team to track and measure the effectiveness of our programs. We use HubSpot as our marketing automation platform and Salesforce as our CRM. Our team is really focused on delivering quality leads to sales, so we have a very high barrier for Marketing Qualified Leads (MQLs). We then filter those through our Market Development team before they even get passed along to sales. We meet weekly to review the effectiveness of our programs as a demand gen team and then make real-time adjustments as needed to make sure we’re achieving our goals.
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What are your top 3 lessons learned about Field Marketing?
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Overcommunicate. Like George Bernard Shaw says “The single biggest problem in communication is the illusion that it has taken place.” When you’re a fast-growth company, things can change almost every day. It’s so important to make sure that all the stakeholders know what’s going on and exactly what’s expected of them. To help with this, we hold pre, on-site, and post event meetings to make sure everyone knows what’s going on, gets all of their questions answered, and has a forum to give us feedback and suggestions. We also send out event overviews prior to the meetings so sales can review and come prepared. They are great documents to reference afterwards too![push h=5]
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Be proactive. Our team of Campaign Managers partners with our Events Team to pull off over 100 events per year. We couldn’t do this successfully without being proactive. Before the calendar year begins, we create a list of every event (tradeshow, roadshow, lunch and learn, etc.) that we are interested in hosting or sponsoring. We get feedback from all of our stakeholders and then prioritize based on expected return on investment. We do add “pop-up” events throughout the year, but having a proactive plan has really minimized that and enables the team to spend more time being creative and innovative, instead of being reactive.
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One team with one vision. One of our company’s core values is to “Win as a Team.” We incorporate this into everything we do. Marketing doesn’t win without Sales and vice versa. We hold each other accountable in a respectful way and know that we are all in the same boat, striving towards the same goals. I think this mentality really helps us all to work well together, trust one another, learn from each other, and continuously get better together.
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ABOUT HALEY MARTIN
Haley Martin is a highly ambitious and performance-driven B2B marketing professional with an unparalleled work ethic. She takes pride in providing the best demand generation campaigns possible, while managing a team of A+ players. She attended the University of South Florida where she graduated magna cum laude with a B.S. in Business Marketing and went on to receive her MBA from Gardner-Webb University with an emphasis in Marketing. While campaign development is her primary job function by day, Haley also enjoys spending time with her family, being a mom to her 1-year old son, throwing elaborate parties, spending quiet time with God, and drinking really good lattes.
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