Category: FMF

Tip of the Month: Michelle Moran

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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, Michelle Moran of Avetta joins us to share her 10+ years experience in event marketing.

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What is your role and summarize the number and specific types of field marketing programs you are leading
My role at Avetta is to execute the Avetta event strategy, which directly contributes to lead generation and relationship building, driving pipeline growth and ultimately impacting revenue. I am responsible for all global net new lead generating events – from event conception to execution, evaluation, and reporting on event success metrics. Avetta participates in over 50 events globally ranging from industry tradeshows, thought leadership conferences, networking events, smaller regional conferences, roadshows, and seminars.

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How do you measure and track your field marketing programs?
We work closely with our Marketing Operations Team to measure the success and effectiveness of our programs. We utilize Marketo for marketing automation and Salesforce as our CRM to manage and track our campaigns. We track our leads based off of a scoring mechanism – A leads (MQLs or Marketing Qualified Leads) are sent directly to sales versus those B leads that we will funnel to our nurture programs. We work closely with sales and welcome their feedback to ensure the quality of leads are being met and as such alter our programs as needed.

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What are your top 3 lessons learned about Field Marketing?

  • Communication is the foundation of an event’s success. As an Events Team we do all that we can to set up our events for success – we design a compelling, eye catching booth in an ideal location on the tradeshow floor, stock the booth with informative, engaging collateral provided to us by our amazing Content Manager and come up with exciting giveaways and promotions to grab attention. However, no matter how great our preparation might be, none of these investments will ever pay off unless our sales team shows up prepared. The Events Team will organize a mandatory event kickoff call, onsite huddle and post event recap for every single event we attend – no matter how big or small. We want to ensure our sales team understands our event goals and KPIs, that they review the attendee list to pre target prospects, they need to know where to be and when. The more information our sales team has before arriving onsite, the more success we find at our shows. [push h=5]

  • Sales is our customer. We use a very customer centric approach here at Avetta, with Sales being the Marketing team’s customer. For any event we attend, we get buy in from sales to ensure we understand their pipelines needs and goals. Once they have bought into a program and feel invested in the success, they are more willing to drive creative thinking and offer strategic input.

  • Details, details, details. Great events don’t just happen by accident. They take lots of planning and careful work to make sure everything goes off without a hitch. Being meticulous and paying attention to all the little things — everything from ensuring our attendees have the proper hotel accommodations, the correct spelling of our guests’ names to making sure all dietary restrictions have been communicated — is probably the most important skill. We want to be able to answer any questions quickly and with the most up-to-date information.

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ABOUT MICHELLE MORAN

Michelle Moran has over 10 years of event marketing experience in the tech sector. In addition to working on the Marketing team at Avetta, Michelle enjoys spending her time exploring her new town of Park City, Utah. When she’s not hitting the slopes or the hiking trails, Michelle can be found spending time with the fur balls over at Nuzzles & Co Rescue Center.

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Field Marketer Friday: Haley Martin

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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?

  • 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]

  • 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.

  • 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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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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Field Marketer Friday: Marc Hansen

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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, Marc Hansen of Workfront joins us with nearly ten years of experience in digital, event and field marketing within the enterprise software and engineering industries.

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What is your role and summarize the number and specific types of field marketing programs you are leading:
As Senior Marketing Manager at Workfront, I lead the North America Field Marketing Team which encompasses event and webinar programs. We run approximately 40 live webinars, 18 conferences, and 30 regional field marketing events per year. Our team supports seven sales teams across four major territories with an emphasis on New York, Boston, Atlanta, Chicago, Minneapolis, Dallas, San Francisco, and Seattle. We partner with our internal marketing teams, sales leadership, and external partners to identify the right content to impact the right accounts within the right locations. Our “go-to” field event format is a thought leadership panel over lunch but we also put together networking happy hours, industry dinners, and suites at pro sports games when it makes sense. Our Creativeworks series with BDI has been quite successful and a lot of fun.

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How do you measure and track your field marketing programs?
We partner with our Marketing Operations Team to measure our success. The main KPIs we review are number of registrants, actual attendees, new new leads created, account qualified leads (AQLs), marketing influenced qualified sales opportunities (QSOs), and total pipeline coverage ($).

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We use Salesforce and Marketo to manage and track the campaigns. Then, we report on the data using Tableau dashboards.

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Much of our focus recently has been on an account-based land and expand strategy. Each account executive has a set list of “targeted accounts” which informs the invite list for an event. We often design incentive programs for our account development reps and measure the number of targeted accounts they recruit for an event.

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What are your top 3 lessons learned about Field Marketing?

    • Let your customers do the selling for you. No one wants to attend an event and be sold to the entire time by the host. Focus the content of your event on thought leadership around common pain points and involve your customers, partners, and industry thought leaders in the conversation.

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      A typical pitfall for event marketers is to focus so narrowly on the target list that they forget to invite (or intentionally block) happy customers. Design your event in a way that allows your champions to network with- and influence -your key prospects. That’s where the “magic” happens. Just last week, I sat at a table in Los Angeles with an important prospective buyer and an experienced customer. They talked throughout the event about their similar challenges and discussed ways to solve those issues by using our product. Our customer even gave a live demo of our mobile app! I didn’t have to say a word.

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    • Get buy-in from sales and over-communicate. For any field marketing event to be successful, you’ll need to get your sales team on board first. It’s vital to partner with sales leadership early on in the planning process or you’ll risk a lack of engagement when the event comes around. Ultimately, your event could flop.

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      I hold monthly planning meetings with the sales leaders. We also sit on bi-weekly calls with the sales teams to provide updates on upcoming events and understand their pipeline needs. When an event launches, we send out a kick-off email to all the stakeholders involved and provide weekly summary emails from there.

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      In general, we seek to over-communicate using a variety of tools such as a centralized Google Doc with all the necessary links, a shared Google Calendar, a dedicated #FieldMarketing Slack channel, and a formal monthly newsletter. It’s probably overkill but somehow there’s always that one individual who is unaware of what’s going on.

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  • The details matter. A great experience is built on little details. Take the time to build your invite list, create a solid promotional plan, and write good content. Think about the pre-event, onsite, and post-event experiences.

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    Is the registration process easy and effective? Have you tested your links? Do your confirmation emails have the correct info? Could a pre-event survey help you gather important insights?

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    What about onsite? Have you thought about parking? Seating assignments? Leave behinds or giveaways?

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    Check and double-check your to-do list. Then, build a project template in Workfront and repeat.

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ABOUT MARC HANSEN

As Senior Marketing Manager at Workfront, Marc leads event and field marketing strategy and operations for Workfront. Prior to Workfront, Marc held digital marketing and automation roles in the enterprise software and engineering industries. He’s a music junkie, avid traveler, and enjoys spending time with his wife and three young children. Check out his profile on LinkedIn and be sure to follow him on Twitter at @marcrhansen.

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Field Marketer Friday: Tim French

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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, Tim French of Equinix joins us and brings over seven years of marketing experience ranging from social media and digital marketing on the agency side to field marketing in the tech sector.

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What is your role and summarize the number and specific types of field marketing programs you are leading:
I am a Field Marketing Specialist for Equinix’s Americas Field Marketing Team, West Region.. This includes a territory west of Denver including Western Canada and consists of five sales teams in total. The major cities in our team’s region are Denver, San Francisco, Los Angeles, and Seattle, but extends to other metros such as Portland, Phoenix, Salt Lake City, San Diego and Vancouver. We produce around 40 field marketing events per year and our team is also responsible for two large trade shows, one in Hawaii and one in Vegas. Our team partners with global marketing teams to identify key topics/content and incorporate those programs into our field events, which include networking happy hours, professional sports games, thought leadership lunches for customers and new prospects with BDI, C-suite conferences, executive dinners, executive race car experiences and more.

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How do you measure and track your field marketing programs?
The majority of field marketing activities we do are events. Key performance indicators include number of registrants, actual attendees, leads generated, and new contacts created. More specifically, our team is interested in the number of customers and prospects that attend the event. We use an Account Based Marketing (ABM) approach for our field marketing strategy and our team has named accounts called Star Accounts. There is a major emphasis to recruit and involve Star Accounts in all of our field marketing activities.

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We track everything using Salesforce. Each activity or event has a unique Salesforce code and that’s how ROI is measured for our team – we look to see what type of influence marketing had on the overall outcome. Today, we are more focused on pushing qualified leads down our funnel vs. top of funnel. Our Sales team is measured on their ability to add new logos while our field marketing team is also measured on the number of customer references created annually.

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What are your top 3 lessons learned about Field Marketing?

  • Be flexible. We work with a lot of different stakeholders, both internal and external, which involves working with many different types of people. Adopting to change is required for this type of role as well as the ability to set and manage expectations with everyone I work with.

  • Communicate effectively with sales teams, vendors, stakeholders, and other members of marketing. Communication is our secret sauce for maximizing our partnership with sales. We schedule weekly or bi-weekly calls with sales teams either in-person or on the phone. We use this opportunity to provide a general update and summary on marketing programs, events, and anything else that should be on their radar. We also meet with the Regional Vice President of Sales on a bi-weekly basis. Here we discuss any challenges with the sales team, plan how field marketing and sales can become more closely aligned and any upcoming events or activities the team needs to be aware of. Additionally, we send out a monthly update that breakdowns everything the sales teams in our region need to know. It includes the event schedule, partner schedule, update on customer references, sales content, partner content, and any new products the team can push to the market. It is essentially a one stop shop for all things happening in marketing that sales team needs to know. We encourage them to review it, and we do our best to keep it short and sweet with quick hyperlinks. Ultimately, communication is at the heart of everything we do with sales.

  • Be organized. We’ve created with everything the sales team needs to know. It includes event lists, email invites, sales content, folders specific to customer references, invites to global event – and everything is specific to each team. Organization is the foundation for all of our team’s success.

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ABOUT TIM FRENCH

Tim French has over 7 years of marketing experience ranging from social media and digital marketing on the agency side to field marketing in the tech sector. In addition to working on the Field Marketing team at Equinix, Tim enjoys playing sports, fantasy football and exploring all the Bay Area has to offer. He lives in San Francisco with his wife, Lucy, and his 6-month-old Portuguese Water Dog puppy named Humphrey (be sure to follow him on Instagram @humphreyfrench). Above all else, Tim is a shareholder of the 13-time World Champion Green Bay Packers.

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