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Glossary of Marketing Terms

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Field Marketing

Field marketing, also known as event marketing, is an approach for promoting products, services, or brands directly to the target audience at a location. The primary goal is to build a brand and relationship with potential leads.

What does field marketing do?

Field marketing includes various activities and functions that aim to achieve marketing objectives, some of them are as follows:

  1. Promoting
  2. Brand ambassadors
  3. Market research
  4. Relationship building
  5. Retail support

  1. Promoting: Field marketing involves executives promoting campaigns, often involving product sampling or demonstration, to spread awareness and generate interest in their brand or product.
  2. Brand ambassadors: Field marketing involves deploying brand ambassadors who act as the face of the company or work upfront to deal with the leads to engage or interact with them.
  3. Market research: Field marketing helps to gather information related to the customers through feedback and surveys and also observe the behavior of the target audience towards the product and their preferences.
  4. Relationship building: Field marketing majorly focuses on building relationships with the customers and potential partners and directly engaging with the audience to establish interest and loyalty towards the brand.
  5. Retail support: Field marketing teams work closely with the retailers to provide support and promotional materials that may organize point-of-sale displays, placement of products in the market, and training to ensure consistent brand messaging and product visibility.
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What is field marketing?

Field marketing is a strategic approach that involves engaging directly with the target lead audience in a specific location and mainly focuses on creating face-to-face interactions and helping them gain physical experience to promote the product or the brand. Field marketing can take various forms like trade shows, demonstration of the product, experiential activations, and sampling as well.

Who is a field marketing executive?

A field marketing executive or representative is a professional who oversees and manages the field marketing activities of a company or organization, and also plays a critical role in implementing field marketing strategies and turning them into success. Some of the key responsibilities of a marketing executive are as follows:

  1. Managing team
  2. Relationship building
  3. Data analysis and reporting
  1. Managing team: Field marketing executives may lead a team of marketers or ambassadors and are also responsible for recruiting, training, and managing the team, ensuring that everyone is aligned with the brand message and objectives.
  2. Relationship building: Field marketing executives build and maintain relationships with stakeholders that include event organizers, vendors, partners and small businesses.
  3. Data analysis and reporting: Field marketing executives analyze campaign performance and consumer data to evaluate the effectiveness of field marketing.

What is B2B field marketing?

B2B field marketing refers to field marketing activities and strategies that are specifically focused on business interactions like professionals to promote products, services, or brands and drive the growth of the business.

B2B field marketing is geared towards building relationships, generating leads, and nurturing partnerships with the business community.

What are the examples for field marketing?

Some of the companies doing field marketing are:

  1. Airbnb
  2. Adobe
  3. Microsoft
  4. GoDaddy
  5. Salesforce
  6. Google
  1. Airbnb: Airbnb has used field marketing to promote and engage people on their platform to hosts and travelers and also organize meetups and community events in various cities to connect, share practices, and build a sense of belonging to acquire new hosts.
  2. Adobe: Adobe has also used field marketing to engage with creative professionals and businesses. They invested in organizing Adobe Creative Jams, which where the event's designers and artists come together to showcase their work.
  3. Microsoft: Microsoft utilized field marketing to promote the products and services offered and host workshops and seminars in partnership with technology organizations or educational institutions. This helped them to showcase Microsoft's features and functions, which were also demonstrated to businesses.
  4. GoDaddy: GoDaddy is a web hosting and domain registration company that utilizes field marketing as one of the tools to promote its brand and services to small entrepreneurs and owners. They hosted events to provide educational resources, web-building tutorials, and expert advice to grow their business and presence in the online market.
  5. Salesforce: Salesforce is a leading CRM software company that has employed field marketing through its world tour events and brought together customers, partners, and industry professionals for a day of educational sessions, networking opportunities, and demonstrations.
  6. Google: Google has also invested in field marketing through their Google for Startups initiatives and hosted various workshops, boot camps, and networking events for specifically targeted entrepreneurs and various startups. They also provide resources, mentorships to help startups grow their business using Google’s suite of products and services.

Difference between: Field marketing vs. Market research

Field marketing focuses on engaging with customers directly and promoting products, services, or their brands by delivering customized experiences and getting feedback from them in real time. They often target specific locations for immediate and effective marketing on consumer engagement.

Whereas marketing research gathers information and insights about the market, consumers, and competitors and mainly concentrates only on market dynamics, consumer behavior, and strategic decision-making. Market research aims to provide in-depth knowledge of consumer needs and the competitive landscape.

What are field marketing activities?

Field marketing encompasses a variety of activities that involve direct, in-person interactions with potential customers or existing clients. It's about building relationships, generating leads, and promoting your brand beyond the digital realm. Here are some common field marketing activities:

  • Trade shows & conferences: Participating in industry trade shows and conferences allows you to showcase your products or services to a targeted audience of potential customers. This is a great opportunity to network with industry professionals, demonstrate your expertise, and generate leads.
  • Events & sponsorships: Hosting or sponsoring events relevant to your target audience provides valuable brand exposure and engagement opportunities. This could involve workshops, seminars, product launches, or industry networking events.
  • Product demonstrations & in-person training: Providing hands-on demonstrations of your product or service allows potential customers to experience its benefits firsthand. In-person training sessions can further educate existing clients and promote user adoption.
  • Guerilla marketing & experiential marketing: These unconventional tactics create unique and interactive experiences for potential customers. Think pop-up shops, interactive product displays, or flash mobs – anything that grabs attention and creates a memorable brand association.
  • Channel partner marketing: Collaborating with complementary businesses in your industry can expand your reach and tap into their existing customer base. Organize joint events, co-create content, or offer referral programs to leverage your partner's network.
  • Public relations & media outreach: Building relationships with journalists and industry influencers can lead to positive media coverage and brand awareness. Field marketing activities like press conferences or product demonstrations can be newsworthy events that generate publicity.

What are actionable B2B field marketing strategies?

While there's a variety of field marketing activities, here are some actionable B2B (business-to-business) strategies to get you started:

  • Target the right events: Don't spread yourself thin. Research and prioritize industry trade shows and conferences where your ideal customers are most likely to attend.
  • Pre-event planning: Develop a clear strategy for your event participation. Set goals, define your target audience,and prepare engaging marketing materials and demos.
  • Interactive booth design: Make your booth at a trade show visually appealing and interactive. Offer product demonstrations, contests, or giveaways to attract attendees and capture leads.
  • Leverage social media: Utilize social media platforms like Twitter and LinkedIn before, during, and after events to generate buzz and connect with attendees.
  • Content marketing integration: Create valuable content like white papers, case studies, or e-books to distribute at events and nurture leads after the initial interaction.
  • Follow-up is key: Don't let those leads go cold! After an event, promptly follow up with potential customers expressing your interest and providing additional information.
  • Measure your results: Track key metrics like the number of leads generated, engagement at your booth, or website traffic from event promotion to measure the effectiveness of your field marketing efforts.

What is field marketing best practices?

Some field marketing best practices to maximize the impact of your in-person efforts:

1. Planning and strategy:

  • Set SMART goals: Clearly define your objectives for each field marketing activity. Is it brand awareness, lead generation, or relationship building? Setting Specific, Measurable, Achievable, Relevant, and Time-bound goals ensures your activities align with your overall marketing strategy.
  • Know your audience: Research your target market and understand their needs, pain points, and buying behavior.This will guide your messaging and ensure your field marketing activities resonate with the right people.
  • Targeted approach: Don't try to be everywhere at once. Focus on industry events, conferences, and trade shows where your ideal customers are most likely to be present.

2. Execution and engagement:

  • Compelling presentations and demos: Whether showcasing your product at a trade show booth or delivering a presentation at an event, ensure your content is engaging, informative, and highlights the value proposition for your target audience.
  • Interactive experiences: Go beyond static presentations. Incorporate interactive elements like product demos, contests, or giveaways to grab attention and create a memorable experience for potential customers.
  • Leverage technology: Utilize digital tools like lead capture forms, interactive displays, or social media integrations to enhance engagement and efficiently collect valuable customer data during field marketing activities.

3. Follow-up and measurement:

  • Prompt follow-up: Don't let leads go cold! After an event or interaction, promptly follow up with potential customers expressing your interest, providing additional information, and nurturing the newly formed relationship.
  • Track and measure: Monitor key metrics relevant to your goals. This could include the number of leads generated, engagement at your booth, website traffic from event promotion, or sales conversions stemming from field marketing activities. Analyzing this data allows you to identify what's working and refine your strategies for future success.

4. Additional tips:

  • Measurable ROI: Design your field marketing activities with a clear return on investment (ROI) in mind. Consider the costs associated with events, materials, and personnel, and ensure your efforts generate valuable leads or sales conversions.
  • Partner with Sales: Align your field marketing activities with your sales team. Ensure clear communication and handoff of qualified leads generated through field marketing efforts.
  • Building relationships: Field marketing is all about building relationships. Network with industry professionals, potential customers, and media at events. These connections can be invaluable for brand awareness, future collaborations, and generating qualified leads.

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