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For B2B Marketing Professionals

B2B Tech Field Marketers Must Adapt To Remain Relevant

New Challenges Emerge As Field And Marketing Definitions Change

February 8, 2010

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Why Read This Report

Field marketers in the technology industry are challenged as their corporate colleagues introduce more marketing automation and increasingly leverage the digital marketing opportunity for business-to-business (B2B) communications. The more traditional field marketer role of being a local subject matter expert, sometimes known as the local product champion, is diminishing. Additionally, the Web tends to promote a global strategy with little consideration of international differences in technology adoptions and culture. With this background, field marketing professionals, responsible for specific territories, need to ensure that their territory is addressed appropriately by their corporate colleagues, as well as ensure that they are not disintermediated by these shifts. Successful field marketers will re-define their role for the new decade to become even more empowered to influence company sales growth.

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Tools And Templates

Models and Calculators

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  • Field Marketing Is 13% Of Tech Vendors' Marketing Spend
  • Marketing Shifts To Digital Channels

Vendor Selection Aids

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  • The Social Technographics Of B2B Technology Buyers

Also in Collection: Global Tech Marketers' 2010 Priorities

Table of Contents

  • The Relevance Of Tech Vendor Field Marketing Is Changing
  • A Field Marketer Wears Many Hats
  • Time To Re-Engineer Field Marketing For 2010 And Beyond
  • WHAT IT MEANS

  • A New Role For Field Marketing
  • Related Research Documents

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