Jennifer McAdams, Vice President, Demand Generation and Field Marketing, Progress
“Transfer attention-getting tactics used at live events to digital events. Even more important, experiment and keep up on the latest MarTech to be sure that you are taking advantage of every opportunity to garner the attention you need.”
“We maintained a full mix of online and live marketing programs, but we invested a lot of time and money in live events such as trade shows and road shows.”
We had success and growth in our field marketing program that we were excited about. We maintained a full mix of online and live marketing programs, but we invested a lot of time and money in live events such as trade shows and road shows. We worked closely with the sales department to determine which events to attend, objectives, talking points, target contacts, and follow-up sales scripts. We have a formula we use for events and have developed a blog series about getting noticed at events without spending a ton of money or having a 50’ × 50’ booth space. Needless to say,we put this blog series on hold.
Earlier this year, we started producing road show events in partnership with Forrester. These events are important because they can potentially get us in front of larger audiences than is possible with other events—and with more focus. At the first event in early March 2020, about 50 people turned out,
which was great. At the second event, just a week later, cities had begun to shut down and we had just six people.
This is an excerpt from 15 Experts on Reimagining Field Marketing. The eBook was generously sponsored by Mighty Guides.
