When it comes to marketing, most brands think of digital marketing — marketing efforts that are done online. 

While digital marketing does indeed reign superior, there are many other aspects of a powerful marketing campaign.

For instance, the power of face-to-face marketing can never be overstated. Unfortunately, it is underestimated and tends to be forgotten thanks to the digitally driven world we all live in.

Field marketing is designed in a way that combines some of the most effective sales and marketing efforts to be used front and center with customers and prospects out in the physical world.

As a result, more authentic relationships are built.

Ready to learn more? Let’s get started.

How to Plan Successful Field Marketing Campaigns

There are numerous steps you should take to plan a successful field marketing campaign. Here are a few things to get you started.

1. Set Goals

For some, setting goals for your field marketing campaign may be obvious. For others, not so much.

Regardless, this step is one that is very important and should be taken seriously. Without sufficient planning and goal setting, your entire marketing team won’t be properly connected.

Your goals should be SMART — Specific, Measurable, Achievable, Results-Driven, and Time-Sensitive.

Some questions to ask as you set your goals include:

• Who is your target audience?
• Is your audience familiar with your brand currently?
• What steps can you take to increase conversion rates?
• What is your goal for conversion?

2. Promote Face-to-face Customer Meetings

It is always encouraged to meet with your customers face-to-face whenever possible. 

Therefore, your field marketers should be working toward setting up these in-person appointments. This will take some coordination between departments — field, customer support, and sales.

By promoting face-to-face meetings with customers, you will be better able to develop a personal relationship that shows how much you are willing to invest in their loyalty to your brand.

If you are trying to remain virtual for the time being, consider offering one-on-one chat rooms to your guests. 

This creates the perfect chance for guests to get to know you, exhibitors, and speakers better.

Sometimes, those in-person meetings give you the kind of spontaneous, honest feedback you just can’t replicate in a survey or through analytics. Maybe a client will mention something small that transforms the way you think about product delivery or even the tone of your messaging. It’s the kind of stuff that gets lost in translation over an email or a form submission. You end up leaving those conversations with more than just “data”—there’s nuance, even a gut feeling, that guides your next experiment. That’s why field marketers, as old-fashioned as it sounds, often find the in-person time is where real progress happens.

Face-to-face contact also builds a layer of trust that’s tough to manufacture in a digital-only strategy. When someone shakes your hand or sees you showing up at community events, it shifts you from “brand” to “person who cares.” I know, it sounds a bit sentimental, but sometimes the soft side of marketing does all the heavy lifting. Even in 2025, as everyone obsesses over AI-powered chatbots, those human connections turn first-time buyers into loyal fans. So, while digital tools are fantastic for scaling communication, don’t overlook the small moments—they tend to stick around in people’s memories a lot longer.

3. Make Roadshows

Roadshows make for the perfect time to promote your brand and improve lead generation. 

Field marketers can host a brand booth with marketing collateral, props, etc. to attract and educate prospects about your brand and what you have to offer.

Since customer feedback is always beneficial to the growth and success of your brand, passersby who are interested can stop at the booth, sample your product, and offer feedback immediately.

So you can plan accordingly, make sure you are aware of the timeframe of the show. Roadshows tend to last a few hours to the whole day.

4. Make Webinars

Webinars help ensure that you are reaching your target audience and an audience of consumers who have a strong intent to purchase.

Webinars can have a relatively similar feeling to an in-person event. In webinars, field marketers can demonstrate how a particular product works. 

You can invite some experts to attend the webinar and share their professional opinion. You can even bring in some loyal customers to help spread the word.

You can explain hard-to-understand features of your product, which can ensure that customers are familiar with how to properly use the product so they can get the best use out of it.

5. Host Virtual Events for Your Audience

Since COVID-19, more and more people feel safer within the walls of their home. 

Although things have gotten better and in-person events are starting up again, COVID-19 is still a concern for some, and they want to take the necessary measures to stay safe.

With that being said, virtual events have grown in popularity as a result of this pandemic. Generally, conferences can have hundreds or thousands of guests, but when you opt to go virtual, you have the chance to reach even more people in a single setting.

Some examples of virtual events you can host include workshops, webinars, training programs, lunch and learns, and full conferences. 

One thing to consider is to utilize smaller-scale events like workshops as a lead-in to larger-scale events like conferences.

6. Create Customized Content Experiences

Your target audience is likely comprised of consumers from different demographics. Because of this, a one-size-fits-all marketing approach simply will not cut it. 

You need to create personalized content that will speak to each of them.

No, this doesn’t mean literally each and every person. Instead, it means you should create content that aligns with each demographic/segment that you’re targeting in your marketing campaign. 

There should also be content that focuses on each stage of the buying journey.

For instance, you may create a 200-word post to put on Facebook, along with a link to a blog post. 

However, this same tactic cannot be used on Twitter. Instead, you should create a short tweet that summarizes the blog with a shortened URL to the post.

7. Increase Your Reach Through Partner Marketing

When you would like to reach a larger audience and scale your overall marketing efforts, partner marketing can come in handy. 

This particular marketing strategy is where at least two companies are working together to improve the value offered to their audiences.

Look for companies and brands that are in a niche that will complement what you are offering. 

At this point, reach out and propose you become marketing partners. One idea is to host a virtual event that lets both companies connect with one another and their network.

With partner marketing, you can reduce your overall marketing costs while generally improving the results since expenses are all split.

Wrap Up

The key to field marketing is to build a solid rapport with your customers and prospects. This can be done through any of the aforementioned means (as well as others). 

Basically, you just want to ensure that you are interacting and connecting with your audience, listening to their problems and concerns, and offering potential solutions.

In order to obtain maximum results from your field marketing efforts, make sure that your strategy is aligned with other important departments like sales and product marketing. 

Ready to grow your business virtually but not sure how? 

Check out this SaaS Growth Masterclass to learn more about improving your business through technology.

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