Forrester

DESCRIPTION

Field marketing professionals in the technology industry will be challenged as their HQ colleagues increasingly leverage the digital marketing opportunity for B2B communications. Discussions with clients indicate that many vendors have not yet fully understood digital marketing. While vendors are changing their marketing mix to include social media as a communications channel, they are not yet taking full advantage of the opportunity, which is why Forrester proposes its POST methodology as an approach that makes social media work. Additionally, the Internet tends to promote a global strategy with little consideration of international differences in technology adoptions and culture. With this background, what should field marketing professionals, responsible for specific territories, be doing? How can they ensure their territory is addressed appropriately by their headquarter colleagues? And how can they ensure that they, themselves are not disintermediated by these shifts? Should they be doing their own digital marketing? Join us to understand how field marketing professionals must adapt their programs to address these significant new challenges of an increasingly dynamic IT and business environment.

Agenda:

• B2B digital marketing trends and vendor adoption
• Digital marketing affinity around the world
• The dynamics of field marketing in the technology industry
• A role for field marketing in planning corporate digital marketing programs