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!
Budgeting and ROI discipline
Budgets were tied to revenue influence, account engagement, and deal progression rather than surface-level reach
Rising vendor fees and compressed timelines triggered stricter pre-commit validation and scenario planning
Scorecards prioritized velocity to next sales step and leadership-ready attribution
Events and trade shows strategy
Teams reinforced that trade shows remain core when tied to outcomes, not attendance vanity metrics
Pre-event planning centered on clear objectives, stakeholder alignment, and playbooks that translate booth traffic into pipeline
Post-event follow up was framed as a sales partnership motion, not a marketing handoff
AI in field marketing
AI supported live decisioning on staffing, offers, and content adjustments to lift qualified engagement
Tools were chosen for CRM interoperability and ability to automate capture-to-follow-up flows
Teams cautioned against tool sprawl, favoring a lean stack that demonstrably improves ROI
Sponsorships and partnerships
Sponsors demanded outcome-based packages with explicit access, content utility, and measurement
Thoughtful collateral and media collaborations outperformed swag by extending story and credibility
Reporting cadences and data rights were defined upfront to protect quality and learnings
Tooling and operations
Workflows consolidated into existing collaboration hubs to align budgets, tasks, and sales handoffs
Standardized runbooks governed invite, on-site execution, and post-event sequencing
Enablement highlighted field marketer orchestration across marketing, sales, and operations
Community and human connection
Recurring, intimate formats-built memory and trust beyond one-off spectacles
Trade fairs and LinkedIn were treated as complementary channels across the same account journey
Healthtech and enterprise buyers emphasized preparation and targeted meetings as conversion drivers
Flat registrations and shifting audiences required sharper ICP choices and programming clarity
Compressed planning increased reliance on message quality over bespoke builds
Seasonal corporate events underperformed when generic or decoupled from concrete objectives
Want to see the posts voices behind this summary?
This week’s roundup (CW 38/ 39) brings you the Best of LinkedIn on Field Marketing:
→ 60 handpicked posts that cut through the noise
→ 34 fresh voices worth following
→ 1 deep dive you don’t want to miss