Mastering field marketing
Your top tips for success

In the ever-evolving landscape of B2B, field marketing plays a pivotal role in bridging the gap between global brand promises and local customer experiences.

Field marketing is a dynamic and impactful way to connect with customers and prospects, but agility and adaptability are crucial. Here are some of my key tips to master the art of global and field marketing.

1. Understand your audience intimately
Effective field marketing begins with a deep understanding of your target audience.

• Buyer personas: Create detailed buyer personas. Understand their pain points, preferences, and motivations. This knowledge will guide your messaging and approach. 
  
• Segmentation: Segment your audience based on demographics, behaviours, and needs. Tailor your interactions accordingly.

2. Foster global-local collaboration
Effective field marketing requires a harmonious relationship between global and local teams. Global teams need to ensure field teams are included and feel empowered to succeed:  

• Align and optimise: Co-create the process for campaign ideation, localisation and activation.
  
• Educate and enable: Ensure all teams understand the brand strategy, objectives and KPIs. Share templates, playbooks, best practice, and learnings with the local team. 
  
• Support and trust: Equip local teams with relevant content and trust them to customise them appropriately. Not all campaigns will resonate everywhere, so let local teams do what they do best. 

4. Leverage personalisation and account-based marketing (ABM)  
Personalisation is crucial for success. Combine it with ABM strategies for precision and relevance. Remember, 66% of B2B customers expect the same or better personalisation in their professional lives as they do in their personal lives. (Adobe + Forrester, 2023) 

• ABM focus: Identify high-value accounts at a local level and tailor your efforts to their specific needs. 
  
• Customised content: Create personalised content for each account. Address their pain points and offer solutions. 
  
• Relationship-building: Invest time in strengthening alliances. Attend industry events, host meetups, and nurture connections. 
  

5. Measure, learn and share 
Learning is essential for continuous improvement. Develop a culture of feedback and sharing. 

• Measure: Use data analytics to define your impact. Refine your strategy based on insights. 
  
• Learn: Capture wins – and learnings – to improve employee experience and ensure key information isn’t missed. 
  
• Share: Update the global hub with local data and content. Use wash-up sessions to demonstrate the uplift from any hyper-localised outputs

Read our new eBook for more valuable insight into global-versus-field marketing challenges.