Field Marketing Insights: Lessons from Thomson Reuters and Industry Leaders
On Friday, close to 40 marketers from some of the world’s best B2B companies came together to network and discuss event best practices over an amazing tasting lineup from Red Car, including a magnum of their iconic rosé. A huge thank you to Adam May and Katie Carr from Thomson Reuters for leading the discussion.
Here are some of the key takeaways from the event:
The Power of Virtual Networking Events - Katie from Thomson Reuters shared that the company has been hosting quarterly virtual networking events with great success. These events typically draw over 200 registrants, with a 50% attendance rate. The key? Keeping them focused on customer appreciation rather than product pitches.
Balancing In-Person and Virtual Events - Adam, who heads up the Thomson Reuters 34-person marketing team highlighted the importance of offering a mix of event formats. Thomson Reuters has executed 458 events in the first half of the year, ranging from intimate in-person gatherings to large virtual sessions, generating significant pipeline and revenue.
The Art of Reciprocity - Richard Serpa at Kyriba emphasized the power of reciprocity in event marketing. By offering a high-value experience without a sales pitch, attendees naturally feel inclined to reciprocate, leading to better engagement and follow-ups.
Engaging Sales Teams - Katie stressed the importance of getting buy-in from sales teams. By hosting internal events to showcase the value of field marketing initiatives, they've seen increased engagement and enthusiasm from sales representatives.
Creative Event Ideas - Julie Lotze from Seclore shared some unique event concepts, including a women-in-tech spa day and a pedicure event where presentations were given while attendees enjoyed treatments. She emphasized the importance of offering experiences that attendees would love but might not splurge on themselves.
High-Impact Experiences - Katie mentioned the success of hosting events at venues like the Porsche Experience Center, offering unforgettable experiences that attendees wouldn't typically access on their own.
Leveraging Polls for Engagement - Bolton Graham at Blue Yonder shared his team's effective use of polls during virtual events. They start with light-hearted cultural topics to break the ice, then transition to industry-specific questions, fostering organic conversations among attendees.
Cross-Segment Networking - Adam highlighted the value of bringing together different customer segments (e.g., tax and legal professionals) in networking events, fostering unexpected connections and showcasing the breadth of their offerings.
These insights demonstrate the evolving landscape of field marketing, emphasizing the importance of creativity, relationship-building, and offering unique, high-value experiences to engage customers and prospects effectively. Ready to get your next event on the books? Reach out today to get started.
