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 04/ 05:
Event Strategy and the Role of Field Marketing
Field Marketing is increasingly positioned as a strategic revenue lever rather than an execution layer
Strong emphasis on owning outcomes, not just logistics, execution, or lead handover
Growing resistance to treating events as isolated campaigns instead of part of a broader GTM system
Clear leadership expectation for Field Marketing to influence pipeline quality and deal velocity
Event ROI, Measurement, and Data Discipline
Event success is increasingly tied to revenue impact, not attendance, badge scans, or raw lead volume
Poor data hygiene and unclear success definitions identified as core barriers to ROI
Strong advocacy for pre-defined success criteria mapped to sales stages and revenue contribution
Clear push toward fewer events with sharper intent over high-volume activity
Event Technology and Platform Consolidation
Event tech decisions are shifting from feature depth toward reliability and system integration
Growing skepticism toward over-engineered platforms that increase operational friction
Increased emphasis on consolidating tools to reduce cost, complexity, and failure points
Video and content capabilities emerging as central components of modern event platforms
Content as the Core Event Multiplier
Content positioned as the primary bridge between events, sales, and post-event impact
Strong focus on designing event content for reuse across field, digital, and sales enablement
Event content quality increasingly framed as a strategic differentiator, not a support task
Clear expectation that events must produce durable assets, not one-off experiences
In-Person Events and Experience Design
In-person events consistently described as gaining relevance rather than declining
Experience quality and participant contribution prioritized over scale and spectacle
Strong advocacy for smaller, curated formats such as executive dinners and micro-events
Human interaction and intentional experience design highlighted as core value drivers
Sales Alignment and Ownership Dynamics
Recurrent tension identified between Field Marketing and Sales on ownership and follow-through
Strong sentiment that events fail when Sales engagement is treated as optional
Calls for shared accountability models across Marketing and Sales teams
Field Marketing increasingly framed as a peer to Sales rather than a service function
AI and Emerging Technology in Events
AI adoption discussed cautiously, with trust, usability, and maturity concerns
Multilingual and content-driven AI use cases seen as promising but still early
Clear warnings against adopting AI for novelty rather than operational improvement
Strong preference for pragmatic experimentation over broad, top-down AI rollouts
Want to see the posts voices behind this summary?
This week’s roundup (CW 04/ 05) 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