AMA: Harvey VP of Marketing, Kexin Chen on Field Marketing

Depending on whether you are SLG/PLG and the size of the organization, you may not need this level of distinction/specialization. When I think about these different functions: Demand Gen: I think of demand gen as the at scale, always on motion. You need your channel experts and campaigns focused on delivering predictable lead volume and conversions. It's the first engine you build and has to be humming. Field Marketing: Aligns and maps closely to sales leaders. I see this most successful when th ...Read More

For sponsorships, I generally evaluate around the below criteria: Attendees: I request the past attendee lists to match against our target contacts and accounts. I can use this to approximate the amount of open opportunity currently attached to those accounts to get a general sense on the potential value of going. I also look at whether we have key prospects in attendance from our target lists where it could be a critical executive relationship to foster. Brand Equity/Thought Leadership: I also ...Read More

For an event, I think it's critical to align on a compelling reason for attendance. Getting specific on the title level and purpose helps clarify what content/format is best. If you have a loose ICP and focus, it's hard to ensure that you're going to cut through and get the person to spend time at your event. Then logistically, a few best practices: Pre-Event: Have enough lead time for the first invite. Keep it brief and compelling. Send follow ups and leverage Sales Navigator to route via share ...Read More