DMJ EXP Consulting LLC

Field/events are critical to B2B sales. Unfortunately many startups are stumbling with field/events for the same reason - they are doing the work in a way that is widely accepted but largely ineffective. What if we just decide to stop making the same mistakes? With seven years leading field/event programs producing as many as 200+ events per year and increasing conversations as much as 300% YOY I’ve learned from practical experience that we can’t close deals in B2B by closing a lead - we have to close the account. Here are three pillars to build a field/events program that drives business outcomes: FIELD/EVENTS ARE A TRUE DEMAND GEN PLAY Anyone in-market has already found you via their own research thanks to your teams digital channel output. By definition field/events are a true demand gen play, which is still super important to long term growth, but it’s a different metric. Empower field/events to do what they do best. ABX (ACCOUNT BASED EXPERIENCE) NOT LEAD GEN In B2B we don’t sell leads, we sell accounts. So assigning your sales and marketing teams siloed metrics based on a traditional lead gen funnel (MQL, handoff, disco call) is like showing up with a tennis racket to play football. Employ an ABX (Account Based Experience) Strategy that meets the prospect where they are at in the buyers journey. DON’T HIRE A JUNIOR STAFFER TO DO A SENIOR LEADER’S JOB When you go grocery shopping without a list you wander the aisles grasping for ideas. Why would you run a field/events program in the same way? For less than the cost of hiring a junior staffer transform your business partnering with a consultant with a proven track record in strategy, content creation, and the execution required to achieve the results expected by the board. Stay awesome :) DMJ david@dmjexp.com