In 2023, pressure is being put on marketing teams to maximize ROI, do more with less, and deliver more high-quality leads from target accounts. At the same time, there is a push to get back to in-person and brand your company as a thought leader.

At B2B Field Marketing Event Strategies for 2023 & Beyond,we invited B2B marketing leaders to put their heads together and discuss how they juggle all of the different components to a successful field event.

Here are some of the best ideas that came out of the discussion:

1. Filling the room with the right quantity of the right quality of attendees

“If we are engaging with the right personas, all of the other metrics will come,” said Chelsea Gaspard when being asked about how Veritas Technologies measures the success of an event.

Marty Poniatowski from HPE shared that there is a lot of value in “expanding the people that we can work with within accounts.” Generating new leads from existing clients provides a huge opportunity.

2. Lunch events are (still) in

“Interactive Lunch and dinner events that create space for peer-to-peer learning are working very well right now”, said Steve Etzler. A conveniently located private room in a well known restaurant is one for the key ingredients for attracting a high-quality audience.

3. Sales team buy-in is crucial to maximizing ROI from a field event

MJ Joseph shared that at Rollworks, they “communicate with sales leaders upfront that not all leads are created equal.” This “cuts down the noise” and allows the AEs and SDRs to prioritize certain accounts over others.

4. Getting in front of the right personas at an intimate event

Danielle Nathanson from Vendr shared that her team, “cares about building relationships, ones that are long term,” in a more intimate setting versus going to “large tradeshows with thousands of people that might not be your buyer.”

5. Multi-touch attributions to measure ROI of an event

“Very rarely is there that one-to-one correlation. No one shows up to an event with a blank check saying, take my money,” said AJ Reed from Sonrai Security. It is important to measure the whole journey of a lead versus one touch.

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