Author: Luke Greaves

Field Marketer Friday: Melissa Narvaez

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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, Melissa Narvaez of Mulesoft  joins us with over eight years of senior management experience in the tech industry.

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What is your role and summarize the number and specific types of field marketing programs you are leading:
I’m part of the North America Field Marketing team at MuleSoft, responsible for the Eastern region. I support the Eastern sales team with different programs, from hosting educational workshops to customer appreciation events and conferences. Our team supports five regional sales teams, divided into North, South, East, West, and Federal. We produce around 40+ events per year, including trade shows, and our 9 main regional conferences which are in New York, Boston, Chicago, Toronto, Atlanta, Dallas, Seattle, Los Angeles, and DC. Our audience is very technical so our events are more tailored to product education and opportunities to have hands-on experience with our platform. We partner with the sales team and corporate marketing team to identify topics and use cases that are relevant to our customers and prospects based on their initiatives.

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How do you measure and track your field marketing programs?
We work closely with our digital & marketing ops team to track and measure the effectiveness of our programs. We use Marketo for marketing automation and Cvent for event management. We use different metrics to measure success, from number of registrations, attendees, email click-through rate, but overall we focus on measuring opportunities sourced and influenced. Today, we’re focusing our efforts on mid-funnel mostly, so moving opportunity conversion, vs. generating new leads or contacts. These opportunities can be both net new or expansion in existing customer accounts.

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What are your top 3 lessons learned about Field Marketing?

    • Over-communicate with your sales team and make it easy for them.
      Salespeople are busy people, we all know that. It’s not enough with sending them emails telling them about your programs, you need to talk to them, remind them, literally market to them. Keep it top of mind, give them templates, cheat sheets, 3 bullet points highlighting the value of your event, so they can easily consume and share it with their customers.

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    • Customers want to listen to other customers, not you.
      Although we’re great at talking about our product and the value it brings, no one does it better than actual customers.

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    • Understand the business.
      A Field Marketer is not only an event planner, we’re tightly aligned to the sales team and work with them on a day-to-day basis, so it’s critical we understand what’s going on in our region, with our customers, and in the sales cycles. Be part of sales calls, team meetings, even joining an Account Executive at a customer meeting, there’s a lot you can learn!

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ABOUT MELISSA NARVAEZ

Melissa has over 8 years of experience in the tech industry. She started in sales and after majoring in Public Relations transitioned into Marketing. Before her current role, she led global marketing efforts for MuleSoft’s training & certification in San Francisco, building training marketing from the ground up. Her passion for customers brought her to Field Marketing (and New York!) where she’s leveraging her cross-functional experience to test out new programs. Melissa is from Venezuela and lived in Argentina, so she knows a thing or two about wine, salsa, and soccer. She is a photography enthusiast and enjoys traveling the world with her husband, who she met on Tinder— long live technology! Check out her profile on LinkedIn and be sure to follow her travel adventures on Instagram @melinarvaez.

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Field Marketer Friday: David Dolnick

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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?

    • 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.

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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!

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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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