Field Marketing & Demand Generation in a Post-Covid World

This episode of the Real Talk Real Results podcast discusses the impact of Field Marketing across the funnel including events, ABM, customer engagement, and Partner Marketing. You'll gain insight into how to build the right event strategy, structuring campaigns for prospects vs customers, and how to think about customer engagement as your competitive marketing edge.
Rita and Alyse kick off their conversation by discussing Field Marketing in a post-covid world, and how engaging with clients is not only a challenge but if done right, becomes a key competitive advantage for companies. Alyse emphasizes the importance of engagement and aligning with digital to clearly define the success criteria.
The key to offering value at live events is simple:
1) offer 1 on 1 meetings with company executives and
2) work with 3rd parties on incentives.
This creates the right conversation for building a relationship and engagement. The strategy should be flipped from selling to thought leadership and customer engagement.
Rita and Alyse discuss the definition of AQL vs MQL and how AQL has become a lot more prevalent enterprises focus on ABM. Alyse breaks down the ABM secret sauce and more specifically, the relationship building strategy field marketing teams are following.
The conversation continues with discussing sales leadership needs, the ideal tool for tracking marketing activities in an account (tune in to hear about the tool!), recognizing what skill sets marketing teams need, structuring field marketing programs for prospects vs customers, and how to use customers as advocates.
The podcast rounds up with a discussing the different aspects of Field Marketing that includes partner marketing and how to fit these strategies into your existing strategies. Alyse brings in her own experience of working as a channel partner and how the ideal partner synergy brings in real customer results. Don't miss Alyse's advice on how to run different campaigns to fit various engagement goals - this is key for tapping into extended audiences and using partner organizations to extend brand awareness. How do you track the ROI of your channel partner activities? The attribution is ever evolving, but Rita and Alyse suggest what to look out for.
Tune in for the Real Talk and Real Results they're seeing with Field Marketing and Partner Marketing including what does 2024 look like if Alyse had a crystal ball.
Jump to Your Favorite Moments!
00: 00 to 1.38 - Alyse's Background and Cohesity's Marketing Approach
1.39 to 3.48 - Impact of COVID-19 on Field Marketing
3.49 to 5.26 - Redefining Field Marketing Success
5.27 to 6:48 - Investment Strategies Post-COVID
6.49 to 17.36 - Executive Engagement and Relationship Building
17.37 to 19.38 - Partner Marketing Integration:
19: 39 to 22:31 - Attribution Challenges and Future Prospects:
22:32 to 25.45 - Tackling Attribution in Partner Campaigns
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👥 About the Show:
"The Real Talk Real Results" podcast is a podcast focused on guiding B2B marketers through the everyday challenges of building strategies, leading teams, and achieving tangible results. Nothing sugar-coated here, these are real experts discussing realistic solutions. In the dynamic landscape of B2B marketing, many follow, but few lead. The "Real Talk Real Results" is your Marketing North Star amidst the noise of everyday business conversations.
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[@EllaParlor]

🌐 Rita and Alyse, your podcast conversation was a fantastic deep dive into the world of Field Marketing. I was particularly intrigued by the discussion on AQL vs MQL and reshaping marketing strategies. Keep these valuable insights coming! 🙌

[@unboundb2b99]

Our pleasure!