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Welcome to BDI’s Tip of the Month, where we share lessons learned about field marketing events. We’ve been at this since 2001 and have learned most lessons the hard way, so you don’t have to!

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[push h=10]We get it. Sales leaders pressure field marketers to produce a targeted audience to be sold to. However, field marketing leaders need to first and foremost deliver value to the attendees. It’s focusing on what’s in it for them, not what’s in it for us that will produce the best results in terms of new pipeline opportunities. At BDI, we run over 100 field marketing events per year for 20+ clients.

[push h=10]Regardless of geography, function, or company size, attendees want three basic things: to learn, network, and have a good experience. So how do we deliver that?

[push h=10]Answer #1: Use a format that is interactive and provides a peer-to-peer learning environment. A roundtable room setup works much better than classroom or theater style. Allow time for attendees to interact with each other. Feature industry panels on relevant topics to deliver thought leadership content instead of an infomercial-style company/product presentation.

[push h=10]Answer #2: Pick geographically convenient venues with a strong brand. We tend to use private rooms in well known restaurants that have great reputations for food, service and ambiance. Trust venues that have a proven track record to take care of your guests, because an attendee’s experience at your event helps form their impression of your organization.

[push h=10]So it’s just another example of you must give to get. Happy, satisfied attendees are more likely to turn into new customers.

[push h=10]We hope these tips and tricks help you strengthen your field events!

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ABOUT BDI

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Business Development Institute (BDI) is an award-winning ABM event marketing agency specializing in producing custom, thought leadership driven, client acquisition roadshows called Accelerate Events. Using an ABM approach, we are able to successfully brand our clients as thought leaders in their industry while simultaneously generating qualified leads thorough our Accelerate Events. As a turnkey partner, BDI handles all of the heavy lifting from conception of the program content, to recruiting our client’s qualified buyers, to executing the event day of.

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