Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!
If you prefer listening, check out our podcast summarizing the most relevant insights from Field Marketing CW 02/ 03:
Event strategy and ROI discipline
Event success is increasingly defined by business impact rather than attendance, booth traffic, or impressions
Pre-event planning and meeting pre-booking have emerged as the primary ROI levers
Clear objectives, success metrics, and leadership alignment are positioned as non-negotiable foundations
Field marketing is reframed as a revenue engine, not an operational support function
Pre-event activation over on-site tactics
The majority of event ROI is attributed to actions taken before teams travel
Outreach, agenda design, and meeting orchestration are highlighted as higher-value than on-site activity
Booth-centric thinking and last-minute tactics are increasingly challenged as low-return
Preparation quality is positioned as more decisive than budget size or creative execution
Experience design and human engagement
Events are framed as platforms for meaningful human interaction, not transactional lead capture
Intentional experience design, including energy management and attendee flow, is gaining prominence
Giveaways and superficial engagement tactics are deprioritized in favor of relevance and context
Trust, connection, and purpose emerge as key differentiators in crowded event environments
Measurement, metrics, and accountability
Strong demand is growing for better event ROI measurement frameworks and shared benchmarks
Frustration with vanity metrics is driving calls for outcome-driven evaluation models
Leadership accountability and clarity on why events exist are recurring themes
Research participation and industry surveys are promoted to advance measurement maturity
Lead capture, data quality, and follow-up
Clean data capture and CRM integration are positioned as critical post-event value drivers
Contextual lead data and structured follow-up are emphasized over raw lead volume
Technology-enabled workflows are highlighted as enablers of faster and more reliable conversion
Poor data hygiene is implicitly linked to wasted event investment
Industry consolidation and market signals
Strategic consolidation among B2B event organizers signals scale and portfolio expansion plays
Partnerships between global event operators and regional hubs reinforce live events as economic infrastructure
Industry reports and trend studies point toward year-round, community-driven engagement models
Live events are increasingly positioned as evolving platforms rather than standalone moments
Forward-looking themes
Intentional event design focused on trust and measurable outcomes is becoming the new baseline
AI-enabled, community-oriented, and research-driven event models are gaining momentum
Field marketing is increasingly expected to prove strategic relevance at board level
The role is shifting from execution excellence to growth orchestration and insight generation
Want to see the posts voices behind this summary?
This week’s roundup (CW 02/ 03) brings you the Best of Field Marketing:
→ 62 handpicked posts that cut through the noise
→ 33 fresh voices worth following
→ 1 deep dive you don’t want to miss