What Is Field Marketing? // Don’t let the jargon confuse you. Field marketing is an area in which you’re likely already experienced. The idea is simple: it involves selling a product, distributing promotional information, and personally connecting with target buyers.
Field marketing can take many forms, and in the B2B world you’re likely supporting sales, teaching a class, leading a workshop at a conference, or hosting a demo at an event. If you’ve ever been to a conference with an exhibitor table, that’s field marketing. If you’ve ever been to a company-sponsored meet up or live digital event, that’s field marketing too.
While the fundamentals of field marketing have stayed intact—support sales and marketing with programs that bring in quality leads—the ways in which field marketers can engage their target audiences are evolving. The shift from traditional to digital marketing has presented a unique challenge for field marketers to come up with innovative and new ways to communicate and track their field marketing initiatives.
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