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 06/ 07:
Lead Capture and Event Tech Modernization
Manual badge scanning and delayed CRM sync remain a structural bottleneck for pipeline velocity
Integrated mobile scanning, real-time CRM sync, and data enrichment are positioned as the new baseline
Event tech stacks are expanding beyond check-in tools toward full workflow automation
Automation is expected to qualify, enrich, route, and trigger follow-ups without post-event friction
The gap between booth engagement and Monday-morning pipeline visibility is under direct attack
AI in Events: From Hype to Operational Enablement
AI discussions are moving away from gimmicks toward execution efficiency
Focus areas include follow-up automation, data cleansing, and prioritization of high-intent leads
AI is positioned as a productivity multiplier for lean field teams
The real value lies in reducing manual execution cycles, not in attendee-facing novelty
Sales and Marketing Alignment as Core Success Factor
Events are framed as shared revenue programs, not marketing-owned activities
Early sales involvement in targeting, messaging, and follow-up planning is emphasized
Missed follow-up and poor handover are highlighted as major ROI destroyers
Strong post-event orchestration is seen as more important than booth design
Revenue Accountability and Metrics Shift
Vanity metrics such as attendee volume are increasingly challenged
Meaningful KPIs include pipeline contribution, influenced revenue, and booked meetings
Field teams are encouraged to report business impact rather than activity metrics
Event marketing is under pressure to demonstrate measurable contribution to growth
Experience Design and Engagement Strategy
Competing with digital alternatives requires stronger personalization and immersion
Engagement quality is prioritized over booth traffic quantity
Cognitive reset moments and interactive formats are used to increase memorability
Professional video and content capture are leveraged to extend event ROI beyond the venue
Talent, Skills, and Team Structure
Modern event teams require hybrid skills across operations, tech, data, and sales enablement
Lean teams are common, increasing reliance on automation and clear processes
Staffing models are evolving toward revenue-oriented field operators
Execution overload is a recurring theme, signaling need for process simplification
Follow-Up Excellence and Lifecycle Integration
Personalized and timely follow-ups are positioned as the primary ROI lever
Event ghosting is identified as a silent budget killer
Structured post-event cadences outperform ad hoc outreach
Events are increasingly embedded into broader account-based and lifecycle strategies
Want to see the posts voices behind this summary?
This week’s roundup (CW 06/ 07) brings you the Best of Field Marketing:
→ 71 handpicked posts that cut through the noise
→ 33 fresh voices worth following
→ 1 deep dive you don’t want to miss