Events & Field Marketing
RGM° · Training
Field Marketing Programs
Regional events drive high-quality pipeline. Models, design, execution, measurement.
Why it matters
Field marketing programs (regional events, dinners, meetups) drive high-quality pipeline within target accounts. B2B-specific discipline integrating with sales.
Models
- Regional roadshow.
- Customer dinner series.
- User group meetups.
- Executive briefings.
- Field office events.
- Partnership co-events.
- Community meetups.
Design
- Tier-1 account focus.
- Sales rep partnership.
- Local relevance.
- Intimate format (15–30 attendees common).
- Quality over quantity.
- Pipeline accelerator design.
- Customer participation.
Execution
- Field marketing manager per region.
- Sales rep collaboration.
- Local venue selection.
- Catering and logistics.
- Invitations 4–6 weeks ahead.
- Confirmation tracking.
- On-site execution.
- Follow-up coordination.
Measurement
- Attendee count and quality.
- Pipeline accelerated.
- Pipeline created.
- Win rate impact.
- Sales rep satisfaction.
- Customer satisfaction.
- ROI per event.
Advanced playbook
- Annual field marketing strategy.
- Regional field marketing managers.
- Tier-1 account focus.
- Sales rep partnership formalized.
- Local venue and vendor relationships.
- Pipeline acceleration measurement.
- Annual ROI review.
- Cross-functional coordination.
- Industry benchmarking.
- Cross-region learning.
Common mistakes
- Field marketing without strategy.
- Regional managers absent at scale.
- Sales rep partnership transactional.
- Local venue ad-hoc.
- Pipeline acceleration unmeasured.
- Annual ROI not calculated.
- Cross-functional coordination weak.
- Industry benchmarking absent.
- Cross-region learning siloed.
- Audience-event fit weak.
Checklist
- Annual field marketing strategy
- Regional field marketing managers
- Tier-1 account focus
- Sales rep partnership formalized
- Local venue and vendor relationships
- Pipeline acceleration measurement
- Annual ROI review
- Cross-functional coordination
- Industry benchmarking
- Cross-region learning
Sources and further reading
- Sangram Vajre B2B field marketing
- RGM ABM Mastery field marketing
- Reforge field curriculum
- Field Marketing Association
- Lenny Rachitsky field cases
- Drift field marketing
- RGM Performance Marketing series
- Forrester field marketing research
- SiriusDecisions field marketing
- HBR field marketing
- Marketing Brew B2B event coverage
- First Round Review field marketing
Part of the Events & Field Marketing series.