B2B field marketers are in a unique position to fuel and streamline the sales pipeline. As a fairly mobile workforce, they get a big picture view of the marketing landscape while also working actively “in the trenches”. This dynamic experience provides field marketers with insight into strategies currently at play within the B2B landscape and how to realistically leverage them.
Yet, internal teams aren’t always clear on how to harness the experiences of B2B field marketers, and use these insights to develop more targeted marketing initiatives.
There are simple ways organizations can maximize the role of the B2B field marketer more effectively to create a better, stronger buyer’s journey. It’s time to put them into play.
The B2B Marketer’s Secret Weapon
Truth: B2B field marketers foster relationships with customers and prospects on local and regional levels to drive strategies that close new business as well as retain key customers. They understand the value of personalization and collaboration, face time with customers and prospects, and create integrated marketing campaigns to help support sales in key markets and regions.
These efforts are a core part of a sales pipeline, so smart B2B marketing teams will “work it”—as the saying goes.
3 Ways B2B Field Marketers Can Drive Sales
1. Align Communication Between Sales and Marketing—Now
A common pain point for field marketers is not getting enough time to “talk shop” with sales and marketing to communicate what’s working, what needs to change or share ideas to improve the effectiveness of campaigns in motion. In addition, B2B field marketers aren’t always sure what marketing materials are best at converting customers at key points in the buyer’s journey or how to find essential content pieces while on the road.
As the a “bridge” between corporate marketing and regional sales teams, field marketers absolutely need clear communication channels with both teams to build an effective information feedback loop and focuses on big picture sales goals.
”Content fuels not only the top of funnel, but also accelerates pipeline throughout our sales cycle.”—Doug Sechrist, Vice President of Demand Marketing, Five9
Creating a central content repository that’s easy to access and includes all relevant marketing materials, clearly tagged and labeled, is the best and easiest way to get B2B field marketers the content they need on demand. The gallery in the repository should include keyword tags relevant to how you do business and be paired with specific steps in the buyer’s journey. For example, content in the central repository can be filtered by persona, product, region, etc.
2. Work Cross-Functionally to Develop “Home-Run” Regional Campaigns
Events serve as amazing opportunity to build real customer connections, so it’s important to maximize their punch from every angle. B2B field marketers need to connect with demand generation and product teams prior to event planning to ensure regional or event-specific campaigns are unique and highlight local customer needs, but also inline with company messaging, current marketing campaigns and sales priorities.
In addition to planning a specific event, field marketers need a fast, clear, easy way to find and deliver relevant information to the prospects they connect with during and after the event. Collecting a bunch of business cards or hosting a sign-up sheet for prospects simply won’t cut it.
Focus on big picture things including: How B2B field marketers can quickly leverage key pieces of marketing content based on a customer’s interest level, buyer persona or product needs in real-time from a central location, or if field marketers they have access to information about a current company-wide product push to engage customers in the moment.
3. Use Specific Insights to Consistently Measure the Impact of Events
Events are great for providing face time and connecting with customers new and old, but you need to have a metric for measuring their impact on sales. Set up goals prior to the event and then establish specific metrics that are measureable towards that goal. Also get clear on the simplest, most effective approach to follow up after the event.
For example, is an event successful based on the number of leads created, by how many people download a specific content pillar, or revenue generated? Maybe all three? Connecting with customers or potential customers during events also gives you a good sense of how certain content is getting used, and which assets deliver the most value to you and customers.
Remember to document and track success stories from an event in a central location or content repository. When event notes and client tips are easily accessible, it offers extra insight on lessons learned for future events for all internal teams.
B2B field marketers are key for driving sales and providing the in-person customer support that no one else on your team can. How are you utilizing their special skills and customer relationships to fill your sales pipeline?