The Two Kinds of Field Marketing
In the CPG market, a contract representative promotes new consumer products to the public. This is B2C Field Marketing. In the photograph to the right, we see a FEMA representative, in a big-box home improvement store explaining benefits available to victims of natural disasters like hurricanes. Similar activities help promote video games, computers, new food products and Ginzu knives.
In the B2B market, Field Marketing is the practice of coaching professional sales execs, partners, and distributors to improve their sales and gross margins. It requires a background in professional B2B sales, a background in corporate B2B marketing, and perhaps an MBA in Marketing. This activity can include:
- conducting sales meetings,
- new product roll-outs,
- joint sales calls, and
- other marketing efforts.
In complex field markets, it often is a valued tool to assist in resolving channel conflict and in other special selling situations. In the Federal, State and and local governmental markets, it can help clarify customer goals and assist sales executives to optimize their approach to these challenging customers for maximum customer satisfaction and sales effectiveness.
Why is B2B Field Marketing so vitally important? Because many times, sales and marketing are complex processes that benefit from two minds getting together and working toward common goals– sales revenue, gross margin, and customers who are raving fans of the product.
- wiki on Field Marketing
- Forrester– B2B Tech Field Marketers Must Adapt To Remain Relevant
- Argyle– 2013 Leadership in B2B Field Marketing
- wiki defining B2B
- Slideshare– Social Media for Field Marketing
- Slideshare– Field Marketing 2.0
- Heinz Marketing– The Ten Most Important B2B Marketing Trends from 2012