The Evolution of Field Marketing and 5 Factors to Consider When Going Overseas
The role of marketing in an organization has undergone a monumental shift –with the rise of modern marketing strategies, and the proliferation of advanced marketing technologies, marketing teams are being asked to contribute more and more to the bottom line. These changes can be felt across every function within Marketing, but their impact is most tangible in one core discipline: Field Marketing. No longer confined to planning events and setting up booths, Field Marketing has become a true strategic business partner that now aims to influence the entire buyer’s journey. The focus has shifted from tactical execution and reactive sales support to proactively identifying go-to-market strategies that reflect local market conditions. For organizations marketing on a global scale, that means creating and maintaining relevant connections with local audiences to influence their buying decisions and support local growth objectives.
But engaging an international isn’t as easy as packing up your playbook and shipping it to Europe. US and European markets have several key differences that could make or break your Field Marketing strategy.
Download the Sample Field Marketing Campaign RACI Tool to make sure you can execute on field marketing campaigns, rate various corporate wide and localized campaigns as Responsible, Accountable, Consulted, and Informed, and rate various roles in your company based on the RACI format.
The Top 5 Things to Consider When Marketing Overseas
- Data & Privacy
- Language & Localization
- Cultural Differences
- Tactic & Channel Approach
- Agency Selection
Field marketing is one of the most challenging roles, sitting between two different departments, serving two masters. Building a modern field marketing organization that can scale international is a key component to making your number. Are you set up for success?
Download the Sample Field Marketing Campaign RACI Tool to make sure you can execute on field marketing campaigns, rate various corporate wide and localized campaigns as Responsible, Accountable, Consulted, and Informed, and rate various roles in your company based on the RACI format.
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