Not if you transform Field Marketing into ABM specialists.

Large B2B companies across the globe are now realizing they’re dealing with an unfortunate question: what to do with field marketers? Gone are the days of front-line field marketing teams organizing posh breakfasts in luxury hotels and hosting summits for big industry leaders. The lead pool created by garnering interest from these events and in-person meetings to close big deals, the otherwise charming and multifaceted field marketer’s role is facing grave duress.

The question arises: Are traditional field marketers a dying breed? Do companies need to lay-off their expansive teams of front-line marketers because the ‘field’ no longer exists? The short answer is NO!

Part event marketer, part sales enabler and sometimes, account-based sales representative, the field marketer is a versatile specialist. The time is ripe for field marketers to redefine their value to organizations and repurpose their expertise to operationalize Account-Based Marketing and pivot strategies to digital mediums.

Digital Marketing is the New Posh

You need to repurpose your field marketing teams into conducting immersive, engaging, and interactive virtual experiences to create leads and strengthen existing relationships. To that effect, you need to equip your teams with smart tools and technology that can help them connect intelligently with their prospects and understand their business needs – now that charming prospects with plush wine-and-dine events are no longer possible.

Steering to Account-Based Marketing

Now is the time for field marketers to shift gears from in-person lead generation efforts to focusing on more targeted ABM campaigns by tapping into their versatile expertise. Post-COVID, fostering account-management with a highly personalized approach to marketing may become a critical aspect of the field marketers’ role.

Redeploying Efforts to Create Thought-Leadership Content

As virtual event planning is the new normal and geography is moot, how does field marketing create compelling virtual experiences for their target audiences? This is the time for field marketers to think creatively about global campaign themes and driving thought-leadership. This will create an increased demand for fresh and engaging content, allowing companies to leverage field marketers’ untapped pool of perspective and ideas.

xiQ Kick-starts Field Marketing’s Transformation to ABM in Days!

During the past month, we have experienced a surge in xiQ’s ABM platform as organizations are rapidly retooling towards digital marketing. xiQ is restoring social capital in marketing with its AI-powered, intuitive tools, resuscitating the otherwise vegetative field personnel given the onset of remote working.

Content Curation and Campaign Execution

xiQ’s AI-powered Workbench offers a suite of intuitive features to create, curate, execute, and analyze thought-leadership campaigns – in minutes! 

Advanced Analytical Tools to Measure Intent

Beyond click and open rates, xiQ offers first-hand insights into the interests of your prospects. Based on these insights, marketers can gauge which content is resonating most with their audiences to personalize their campaigns.

Unprecedented People-Level Insights

xiQ enriches each prospect’s profile with a DISC personality analysis to enable intelligent personalization and enhances sales EQ.

Panoramic Account Intelligence

By streamlining account research, xiQ brings everything a sales rep needs to know about their prospect in one easy-to-use app, saving valuable time.

Lowers Cost, Time, and Delivers Maximum RoI:

xiQ’s uptake among our clients has yielded impressive results including, 95% faster campaign execution, at 90% lower cost with 1000% higher engagement.

xiQ is instantly deployable and requires no additional set up or training. Replace the outdated functions of field marketing by combining specialty with new-age digital strategies using xiQ. Get in touch to learn more.

ABOUT THE AUTHOR

Usman Sheikh

Founder and CEO

xiQ, Inc.

Usman Sheikh is founder and CEO of xiQ, Inc. xiQ has been developed on three principles:

  • Leverage AI to reimagine the buyer’s journey and customer engagement
  • Use of mobile technology to provide ubiquitous access to business-critical information
  • Design thinking to develop user-centric experiences

Prior to founding xiQ, Usman was a Vice President with SAP, SE where he had the first-hand experience with ABM and B2B Sales. Usman has worked in over 40 countries and lived in Singapore, Germany, and the United States. Currently, he resides in the Silicon Valley, San Francisco Bay Area.