Field Marketing

---
name: field-marketing
description: >-
  Plans field marketing: regional events, executive dinners, roadshows, and
  customer advisory boards, with invite lists, run-of-show, and pipeline
  follow-up. Use when the user is planning an in-person event for target
  accounts or customers. Triggers on: "field marketing", "executive dinner",
  "roadshow", "regional event", "customer event", "customer advisory board".
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: events
  tags: [events, field-marketing, executive-dinners, roadshows, customer-events]
  frameworks:
    - "Priya Parker — The Art of Gathering"
    - "ITSMA — Account-Based Marketing"
    - "Forrester (SiriusDecisions) — Demand Waterfall"
  related_skills:
    [
      event-driven-outreach,
      conference-strategy,
      abm-strategy,
      pipeline-management,
      sales-enablement,
    ]
---

# Field Marketing

## Overview

Field marketing brings your GTM motion to specific cities, accounts, or industries
through intimate events. Executive dinners, roadshows, customer advisory boards,
and regional meetups convert at 3-5x the rate of digital channels because trust
is built in person. This skill covers strategy through execution.

## Authoritative Foundations
- **Priya Parker — The Art of Gathering** — Design executive dinners and roundtables around a purpose and guest mix, with a host who actively facilitates.
- **ITSMA — Account-Based Marketing** — Build invite lists from target-account tiers and involve account owners in every invitation.
- **Forrester (SiriusDecisions) — Demand Waterfall** — Track field events by opportunities created and accelerated among invited accounts.

## When to Use

- "Plan a field marketing event"
- "Executive dinner strategy"
- "Run a roadshow"
- "Customer advisory board"
- "Regional event planning"

## Step-by-Step Process

### Phase 1: Format Selection

- **Executive dinner (8-12 people):** Highest conversion. Target C-suite and VP
  at key accounts. Intimate discussion, no pitch, peer networking value.
  Cost: $2-5K per dinner. Best for $50K+ ACV deals.
- **Roadshow (20-50 people):** Multi-city tour. Half-day event with customer
  speakers, product updates, networking. Best for existing customer expansion
  - prospect pipeline in 3-5 key cities.
- **Customer Advisory Board (10-15 customers):** Strategic input, product
  feedback, relationship deepening. Annual. Executive-level.
- **Regional meetup (30-80 people):** Community building. Informal, regular
  cadence. Low cost, high relationship value.
- **Workshop (15-25 people):** Hands-on. "Bring your [data/problem] and we'll
  solve it together." Product-led, value-first.

### Phase 2: Invite Strategy

- **Curated list:** Hand-pick 20-30 target accounts in the city. Don't blast.
- **Executive sponsor invite:** Have your CEO/Founder send personal invites to
  peer-level attendees. "I'm hosting a small dinner for [industry] leaders in
  [city] on [date]. Would love to have you."
- **3-touch invite sequence:** Personal email → LinkedIn DM → phone call.
  40-60% acceptance rate for curated dinners; 15-25% for broader events.
- **No generic registration pages:** For Tier 1 events, every invite is personal.

### Phase 3: Venue & Experience

- **Restaurant:** Private room, excellent food, quiet enough for conversation.
  Not trendy — impressive. Not loud — intimate.
- **Content:** 1-2 short talks (10 minutes max). Customer story > product update.
  Facilitated discussion > presentations.
- **No sales pitch:** The event IS the pitch. If people leave feeling smarter
  and more connected, they'll want to work with you.
- **Follow-up:** Handwritten note (physical) + LinkedIn connection + "Here's
  what we discussed" summary with your insights added.

### Phase 4: Pipeline Conversion

- **Pre-event:** Research every attendee. Have an engagement plan per person.
- **During:** Your execs have assigned "must-talk-to" list. No clumping with
  existing customers. Work the room.
- **Post-event (Day 1):** Personalized follow-up referencing your conversation.
  "Based on our discussion about [topic], I thought you'd find [resource] useful."
- **Post-event (Day 7):** "Quick follow-up — would a 30-minute call to dig deeper
  on [topic] be valuable?"
- **Post-event (Day 30):** "Since our dinner, we've [done X related to topic]."

### Phase 5: Measurement

Track: invites sent → accepted → attended → meetings booked → pipeline created →
deals closed. Cost per opportunity. Field events should have the lowest cost per
opportunity of any GTM channel you run.

## Output Format

Field marketing plan with: event format selection, invite list and sequence,
venue brief, run-of-show, executive engagement plan, and pipeline tracking.

## Quality Check

Before delivering, verify:

- [ ] All required sections are complete
- [ ] Output matches the user's stated need
- [ ] Named frameworks are cited for key recommendations
- [ ] No vague claims — every recommendation has a specific action
- [ ] Deliverable is ready for operational use, not just conceptual

## Common Pitfalls

1. **No pre-event outreach.** Showing up to a conference without booked meetings wastes the investment. Fix: scrape attendee lists, research targets, and book meetings 2-3 weeks before.
2. **Booth staff without training.** Untrained staff give generic demos and fail to qualify. Fix: train on qualification questions, demo flow, and data entry before the event.
3. **No post-event follow-up system.** Leads go cold within 48 hours. Fix: Day 1 personalized follow-up, Day 3 value-add, Day 7 soft CTA.

## Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

### Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

### Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

- Field Marketing ROI Framework: apply only the part that directly improves the requested deliverable.
- ABM Field Engagement: apply only the part that directly improves the requested deliverable.
- Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable.

### Deliverable Standard

A strong output from this skill includes:

- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution

### Adaptation Rules

- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables
- `templates/output-template.md` — Deliverable shell for agent output
- `scripts/check-output.py` — Lightweight deliverable validator

## Related Skills

- event-driven-outreach, conference-strategy, abm-strategy, pipeline-management, sales-enablement