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Swag? Field Marketing Builds Pipeline!
31 Plays1 month ago
Field marketing is not just events, booths, and branded pens.
In this episode of B2B Marketing Pint, Chelsea Ogilvie joins Brian and Brendan to explain how field marketing becomes a real pipeline accelerator. She digs into the human side of B2B buying, why sales alignment is non-negotiable, how digital signals help teams find the right moment, and what it takes to build a field marketing function from scratch.
Chelsea also shares smart ways to stretch budget, turn existing spend into better experiences, and move beyond order-taking from sales. Because in long B2B buying cycles, people still buy from people.
Grab a pint and hear how field marketing can build pipeline, not just programs.
Recommended
Transcript
Intro
Introduction to Chelsea Ogilvie and her unique marketing approach
00:00:27
Brendan Ziolo
Good morning, good afternoon, good evening, everyone, depending where you're listening from. i am super excited to kick off the latest episode of the B2B Marketing Pint and can't wait to dive into this week's topic. But before we get to that, Brian, who who did we con into joining us this time?
00:00:46
Brian O'Grady
Thank God she agreed. And thank you for asking. Ladies gentlemen, boys and girls, this is Chelsea Ogilvie on your screen. Chelsea's waving right now. Chelsea is a field marketing leader.
00:00:56
Brian O'Grady
I haven't talked to a field marketing leader yet. So Chelsea, I think you're our first. And one of the differences apparently between what Chelsea does and maybe some others do is she actually builds pipeline and not just programs with this field marketing thing.
00:01:08
Brian O'Grady
But we have history.
00:01:09
Chelsea
you
00:01:10
Brian O'Grady
I've got to be transparent. I've got to come clean. Chelsea and I go back to the water slide industry together. you can't have fun marketing water slides, you just can't have fun. And then we parted ways, parted companies, and we got back together again at another company named Canaxis. Chelsea popped up there. Search warrant did a bunch of work with them. That was a lot of fun. And then like good B2B marketers, we moved on again and we've kept track
Building field marketing at Motive and Ottawa's tech evolution
00:01:36
Brian O'Grady
of one another. We've kept in touch and we want to know more about what Chelsea's up to now.
00:01:43
Brian O'Grady
because Chelsea, you are at Motive, where I believe you are building field marketing and other marketing from scratch. And to be further transparent, there's some DNA background among all of us for that Ottawa, Silicon Valley, North scene. telecom because if you look far enough back in history, Motive goes back to Nokia, which goes back to Alcatel Lucent, which goes back to Alcatel, which goes back to a few other companies, which basically means everybody is related to everybody in high tech in Ottawa.
00:02:16
Brian O'Grady
So if you're only two degrees away from everybody in Ottawa, eventually we're going to get to have you on B2B Marketing Pint.
00:02:16
Brendan Ziolo
Thank you.
00:02:22
Brian O'Grady
And here you are, Chelsea. I'm really glad you joined us. What are you sipping today?
00:02:28
Chelsea
I have a Gone Fishin' Light Lager. It is apparently a Farmer's Creed beer. This is a random selection that I'm very excited to try.
00:02:42
Brian O'Grady
Fantastic.
00:02:43
Brendan Ziolo
And hopefully she doesn't go fishing until after we are done the episode.
00:02:46
Chelsea
No, we're we're here for an hour.
00:02:48
Brendan Ziolo
or Or that's a new angle we could take.
00:02:51
Brian O'Grady
Sure, next episode.
00:02:51
Chelsea
You know, deer, fishing, marketing.
00:02:53
Brendan Ziolo
b to b marketing, pint and fishing.
00:02:55
Chelsea
Reel them in.
00:02:55
Brendan Ziolo
All
00:02:57
Chelsea
There's lots of good imagery there.
00:02:58
Brendan Ziolo
right.
00:02:59
Brian O'Grady
On my side, this is one that will to our Canadian audience, think you'll be quite familiar. They had a moment in the nineties. I think they're having a moment again now. It's an Alexander Keith's allegedly, allegedly an India pale ale, but I think those who've had it will know better, but they're having a moment and I would be last guy to get political.
00:03:10
Chelsea
Oh, classic.
00:03:10
Brendan Ziolo
Oh. Yes.
00:03:22
Brian O'Grady
One of the reasons they're having a moment is around the beginning of a certain presidential administration, they created a crate of Alexander Keith's, which you could order with 1,461 beers to get you through four years of a presidential administration.
00:03:37
Brian O'Grady
So that's a thing case anybody's wondering, that's what that's what I'm sipping today.
00:03:40
Chelsea
All
00:03:42
Brian O'Grady
Brendan, what do you got?
00:03:43
Brendan Ziolo
How many are left in your crate, Brian?
00:03:45
Chelsea
right.
00:03:45
Brian O'Grady
We're not talking about that.
00:03:45
Chelsea
Gold star?
00:03:47
Brian O'Grady
We're not talking about that. It's only year one.
00:03:48
Brendan Ziolo
Listen, if you're going to set yourself up, I'm going to knock it down.
00:03:55
Brendan Ziolo
I, of course, screwed up once again and poured before I was supposed to, but it isn't a labeled glass.
00:03:59
Brian O'Grady
We're
00:04:02
Brendan Ziolo
So I think I'm covered somewhat. I am drinking, once again, the non-alcohol variety of Guinness.
00:04:03
Chelsea
gold star
00:04:07
Brendan Ziolo
A favorite of mine, as you know if you follow the podcast, because I'm sure this is the fourth, fifth, 20th time I've had it on the show. Have we done 20 episodes?
00:04:15
Brian O'Grady
but we we're going to open. We can't toast yet.
00:04:16
Brendan Ziolo
Maybe not quite that.
00:04:18
Brian O'Grady
We've got to go. Go, go Chelsea, go.
00:04:19
Brendan Ziolo
All right. Oh, quick, quick, pour, pour.
00:04:23
Brian O'Grady
Go, Tip, don't pour over your keyboard.
00:04:25
Chelsea
Oh, yes.
00:04:25
Brendan Ziolo
Yeah, that's kind of why I did it I'm still worried I'm going to blow it up on the keyboard.
00:04:28
Chelsea
to Be really careful.
00:04:29
Brendan Ziolo
Yeah.
00:04:30
Chelsea
Do it on the spill probably be sponsored by next week.
00:04:33
Brian O'Grady
I suspect, but I don't know for sure that these characters at Alexander Keese would claim to be the original Canadian microbrewery. Well, i'll know I'll know for sure when they comment all over this episode.
00:04:45
Chelsea
Let's be honest.
00:04:46
Brendan Ziolo
Perfect. Now you're talking. Hire Chelsea.
00:04:51
Brian O'Grady
Fantastic.
00:04:53
Brendan Ziolo
All right.
00:04:53
Brian O'Grady
Ladies and gentlemen, to good episode.
00:04:53
Brendan Ziolo
Cheers.
00:04:54
Chelsea
Cheers.
00:04:57
Brendan Ziolo
All right. One more before I ask a question.
00:04:59
Chelsea
Cool.
Role of field marketing as a pipeline accelerator
00:05:04
Brendan Ziolo
All right. I think it's my turn to get started, Chelsea. So I will, I'll lob you the softball question and let Brian give you the really nasty one.
00:05:10
Chelsea
OK.
00:05:15
Brendan Ziolo
so there's, I think it's fair to say, and you can correct me where I'm wrong, that field marketing has a general perception. And by most people or many within many organizations, maybe most is wrong, but let's go with many that you're basically just doing events and swag.
00:05:34
Brendan Ziolo
Now I know in our pre conversation, you're definitely doing a couple events a week, a month, a day, an hour, something like that.
00:05:43
Chelsea
Yes.
00:05:43
Brendan Ziolo
But I do like what how you see field marketing or how I believe you see field marketing, which is it's more about being a revenue engine. So it's not the events and swag. They're part of it, but it's a revenue engine. So maybe walk us through why you feel that way and where I got that interpretation wrong.
00:06:04
Chelsea
Well, I think you got the interpretation right. Field marketing really is a pipeline accelerator, I'd say. It's definitely not the entire revenue generation, but it is a really important piece of it.
00:06:11
Brendan Ziolo
Oh, great.
00:06:17
Chelsea
And I'd like to think that piece is the human connection. So especially these days with all the AI and all of the extra automation happening in all of our jobs, but largely in marketing too,
00:06:30
Chelsea
Field marketing is a means to get the right person in front of the right person and say exactly the right thing.
00:06:35
Brendan Ziolo
Yeah.
00:06:37
Chelsea
So it's about distilling the data that you have available to you and using it to create a really memorable human experience. And that could be at a physical event. It could be, but it could also just be on the phone by serving up the right thing at the right time.
00:06:52
Brian O'Grady
That sounds kind of like a dating service.
00:06:53
Chelsea
but Well, in some ways, what is business? like
00:06:58
Brendan Ziolo
yeah And I love the pipeline acceleration point, Chelsea. That's an awesome perspective, at least in my opinion, because, yeah, i think marketing frequently looks at, you know, demand gen or lead gen or however you want to classify.
00:07:12
Brendan Ziolo
And then it kind of stops there when, you know, the ability or capability to to accelerate pipeline can be even bigger than what you might do on another front.
00:07:22
Brendan Ziolo
So that's that's a great perspective.
00:07:22
Chelsea
Yeah, it's a common trade off in marketing, right? Like marketing, putting all the leads through oh sales isn't following up on them. BDR didn't do their timely response, but sales pushing back and saying, oh, it wasn't qualified enough.
00:07:29
Brendan Ziolo
Yeah.
00:07:34
Chelsea
The reality is these things, especially in tech and and telecom and another layer of that, it's a really long buying cycle and your offering isn't you know remarkably different from the competitors, if you really want to boil it down. There are the nuances for sure, but people buy from people and field marketing is about getting the people together and letting them differentiate themselves, I think, in a more meaningful, organic way.
00:08:02
Brian O'Grady
Okay, I'm going to riff on that because I think you've already, you've taken us in the direction I wanted to go next because I have bumped into organizations that have quotation marks. field Everyone says they have field marketing.
00:08:13
Brian O'Grady
No one wants to put their hands in. They don't have
00:08:13
Chelsea
Yeah, it's like ABM.
00:08:15
Chelsea
Mm-hmm.
00:08:16
Brian O'Grady
Right. But some teams say they've got field marketing, but they never leave the office or or they're one or two or three people who never leave the office. Others, I think, have field marketing. it sounds a lot more like what you're up to, which is spending a lot of time on a plane, pressing a lot of flash, flash meeting a lot of people, going a lot of places. can when When it's done well, can you do it?
00:08:37
Brian O'Grady
without that piece? Or do you not need the digital side at all? Can you just do it in person old school? Or does it take the the full range? In your opinion, if I had to set up a field marketing team tomorrow, and make it execute well, what do I absolutely have to have?
00:08:54
Brian O'Grady
But what's nice to have?
00:08:54
Brendan Ziolo
Thank you.
00:08:57
Chelsea
I think the digital signals are really important checkpoints to say I've got the right person at the right time. And that's an interesting way we're leveraging AI right now, too, is that buying intent and helping us fill in the story digitally on what's up with that account right now. and helping sales get a much more meaningful conversation happening. So it's not just, hey, I saw you looking at my website like that. Those days are so far gone. It's, hey, I saw you're going to be acquired or you've just released this new product or, hey, you might have had this challenge right now where everybody is, you know, where quite a public challenge, I should just say, I won't add more color than that. But position your solution, position your outreach as part of that narrative. And again, create a more meaningful, personable human story for them to respond to. So can you do it?
00:09:50
Chelsea
Probably. i mean, if you had a list of the accounts that you wanted to tackle and You could make some assumption at who are the key stakeholders within that account. With sales alignment, that's the part you cannot compromise on. You absolutely must be in lockstep with sales on this is the account and this is the problem solution we're we're positioning ourselves with. With that, you could then just go create an event in that city, leverage a partner, you know add some kind of a credibility hook, a customer hopefully to help amplify your story and your solution.
00:10:24
Chelsea
But we're really lucky and better for the digital sav savvy know-how that have available to us right now.
Challenges and strategies in field marketing
00:10:33
Brian O'Grady
Okay, well, it's encouraging to a guy who works at a digital marketing agency like me.
00:10:37
Brendan Ziolo
Thank you.
00:10:37
Brian O'Grady
But I think what I'm hearing is if you really want to knock it out of the park, and you need both sides of it. you could get You could do it with either one, but if you want to kill it, you better have it all.
00:10:46
Chelsea
Everything, everywhere, all at once is probably marketing in a nutshell these days. But obviously with a very clear strategy, like responsibility matrix.
00:10:59
Brian O'Grady
Gotcha. sense to me.
00:11:00
Brendan Ziolo
I'm going to take it in a different angle before Chelsea totally overwhelms us with being everywhere all at once. or Or maybe I'm not now, as I think through this question. So, I mean, Brian knows you far better than I do. But my understanding is that you, when you were at Canaxis, obviously a larger organization, and you did field marketing there, and you were scaling and growing it, but there were foundational pieces at least in place and there was there's some stuff there.
00:11:30
Brendan Ziolo
And then you decided, we'll we'll let the audience decide whether it was a smarter smart or not move. can maybe open a poll or something, but now you've decided to build it from scratch.
00:11:43
Chelsea
yeah
00:11:44
Brendan Ziolo
So what are some of the differences? Like, are they still the same? What are some of the things you need to do when you start from scratch? And maybe what's what's the thing that surprised you when you started from scratch?
00:12:00
Chelsea
Well, at Conaxis, as you say, they were familiar with the concept of field marketing. I was running field marketing in North America and was actually the first hire for field marketing there. But in Some regards the sales leadership was exposed to how that collaboration works. They were used to trimming their list of these are the accounts we absolutely cannot lose and these are the accounts that we're getting some indication from the field that we should be able to close this year. So you have a you have a plan. You've got somewhere to start.
00:12:37
Brendan Ziolo
Thank you.
00:12:43
Chelsea
You have to build a foundation and set a foundation as you're executing. And in our our form of startup, we were a carve out. So we did have a pretty mature customer base. and had that challenge of reintroducing ourselves as a new as a new company. And as you alluded to at the beginning, Brian, there were several acquisitions over Motive's history, but it was originally Motive. So very few customers, or just a shorter list of customers that had been with us from those early adoption days where there was less of a challenge of reintroduction, but it's like, hey, here we are again, it's another new name.
00:13:19
Chelsea
and So, i mean, really, i was energized by the opportunity to build something from scratch and to test test my systems, test my approach, test my you know collaborative nature and and see what we could build functionally from nothing.
Budget optimization in field marketing
00:13:36
Chelsea
Field marketing is largely about, like I was saying, person, place and time. To your former point, Brian, like we don't have any digital digital indications when you have nothing.
00:13:48
Chelsea
So you do have to trust kind of old school way of which events do your sales team remember having success with. perhaps meet a few of the customers that are in that advocacy stage and see, you know, where are you going in a year and try to double down on that.
00:14:07
Chelsea
We had to be really smart about, know, what we were spending and how we could maximize that opportunity. So physical events, you know, as much as it is feeds into the stereotype of this is all we do, it was a good opportunity to check a few boxes at once and create some new content, get it recorded, you know, leverage AI after the fact, make it into an asset.
00:14:31
Chelsea
If we were able to get a customer to participate in that, build a case study out of that, you've got PR about this momentum that you've you've started to draw. And you start to get some confirmation of your ICP, because who's engaging with it at these events, who actually saw your speaking session, who's responding to the emails, and you can really drill in on a few things, a few assumptions that you're making.
00:14:57
Brian O'Grady
Cool.
00:14:57
Brendan Ziolo
Yep.
00:14:58
Brian O'Grady
Okay. You flirted with, uh, with budget and assets. And so I'm going to circle around to the money question. We like to talk about the money on B2B marketing, uh, and the money question I have for field marketers, especially since you've done both, you've done the big organization, big team, which probably has a decent budget to operate with.
00:15:17
Brian O'Grady
And you've done the shoestring, make it up as you go. You're, you're an army of one. I think you were an army of one when you showed up in motive.
00:15:23
Chelsea
Yeah, build it all.
00:15:26
Brian O'Grady
Oh, fill it all from scratch, which means you've also done the other side of the ledger, which is probably a smaller budget, or maybe you had to go and explain that you needed some budget in order to do your job. So in a situation like that, again, I'm i'm a digital guy, so i'm I'm hooked on optimization and efficiencies and gains. and what can you What can you tweak and what can you adjust to stretch a dollar or a click or a visitor, what whatever your KPI is? So if you've seen both sides of that in the field marketing arena,
00:15:53
Brian O'Grady
and your budgets were going to get cut for whatever reason, where where would be the most likely spot you could look in a field marketing program? Or a better question would be if I walked in, if I got tasked with fixing a field marketing program in an organization tomorrow and I had to walk in, what would you say are the first rocks I should look under to try and find some gains in terms of budget for field marketing? Where can you optimize there?
00:16:18
Chelsea
Where the money is already being spent. So outside of field marketing, where as an organization are they investing? what is What is on their ledger already that you can work with?
00:16:30
Chelsea
At Canaxis we had you know some sports sponsorships and like larger corporate initiatives, engagement in Ottawa, like more on a careers in HR side of things. That, you know, that's a pretty large ticket item.
00:16:41
Brendan Ziolo
Thank
00:16:42
Chelsea
And it was not really being tapped outside of that one, like we support Ottawa kind of positioning. And for in that example, like our sponsorship was their away helmets. So there actually wasn't a whole lot of branding in Ottawa for that spend at all.
00:17:00
Chelsea
The spend was in the US, which just happens to be my market. So, you know, you layer in a market intelligence firm, which is a little bit of a little bit of an investment. Try to figure out where the geographic like where people are concentrated residentially.
00:17:17
Chelsea
i don't need to have access to that information. You leverage a partner to find that. And then you create these really bespoke events, kind of navigate the sports, the sports rules because they're at home and they're not having to travel for this activity. and just go enjoy a hockey game, maybe have a dinner afterwards with customers, with partner, with prospects in this little ecosystem hub that is their backyard. So I've had, that's just one example, but I've had a lot of success just keeping an ear open and you know stealing stealing from everywhere, being inspired by everywhere.
00:17:54
Chelsea
So i would say, get in, start listening immediately See where things are already in play and take that with your marketing lens and say, how can i turn that into some kind of an experience for prospects?
00:18:12
Brian O'Grady
Well, that makes a lot of
Personal anecdotes and local ties
00:18:12
Brian O'Grady
sense. And I think i think the team, I'm nervous to even say the name out loud now, given recent events, but the team you're describing is the Ottawa Senators, Chelsea. and And I think we've got, correct me if I'm wrong, maybe we've got three Ottawa Senators fans on the podcast today.
00:18:24
Brendan Ziolo
Oh,
00:18:27
Brendan Ziolo
yeah, don't, don't, don't.
00:18:28
Chelsea
out
00:18:29
Brendan Ziolo
I thought we weren't going to talk about that till the fall.
00:18:30
Chelsea
Yeah. It's too soon.
00:18:33
Brian O'Grady
Too soon.
00:18:34
Brendan Ziolo
Yeah. Thanks, Brian.
00:18:35
Brian O'Grady
there' been for those those of you who are listening and don't know what we're talking about, tragedy struck the Ottawa Senators this this playoff season. We're not going to talk about it. No, not a real tragedy, but tragedy all the same.
00:18:42
Brendan Ziolo
Yeah.
00:18:42
Chelsea
Yeah.
00:18:45
Chelsea
Backpedal, backpedal.
00:18:47
Brian O'Grady
Backpedal, back.
00:18:48
Brendan Ziolo
So I know Chelsea, I said Brian was going to ask you the hard questions. And I don't know if this is necessarily hard, but maybe a bit of a curve ball. We went down the path of where you would look for funds if you were tight for cash, but let's have a bit of fun.
00:19:02
Chelsea
Mm-hmm.
00:19:05
Brendan Ziolo
Your CEO, i don't know, won the lottery. i and We'll figure out, you know, someone came and delivered you, you know, I'm not going to throw a figure, but delivered you a sizable chunk of cash that you could spend on something in the field marketing area.
00:19:09
Chelsea
Hmm. Hmm.
00:19:20
Brendan Ziolo
So, you know, I like to think of myself as Santa to Brian's Grinch. So that's kind of what we're playing off of here. So, yeah, I'm here. I've got lots of cash.
00:19:30
Brendan Ziolo
Let's have some fun. what would What else would you do now that you're not scrounging for a budget?
Imagining a large budget for field marketing
00:19:36
Chelsea
Roadshow. Roadshow, hands down.
00:19:39
Brendan Ziolo
Well, that was quick. Yeah.
00:19:40
Brian O'Grady
Yeah.
00:19:41
Chelsea
Same concept as the as the sports, right? Bring the event to the people. I think we got really stuck in our ways for a long time prior to COVID of having our big customer experience events. Everybody comes in, it's like billion dollar, not billion, but you know, multi-million dollar budgets, huge production value. You've got a million things going on at once. And there's a lot of energy within that, but you can replicate that at a smaller level.
00:20:07
Chelsea
And if you had an endless budget, you know, do it yourself. You're not really looking for partnership in the same way. You need your credibility hook. You still need your partners. You still need your customers. You still need the cross-functional activations from from your side.
00:20:23
Chelsea
But you can start looking at some really interesting keynote speakers that create more of a unique experience. Layer in the music thing. But still make it easier, more approachable for people to travel to.
00:20:36
Chelsea
People still like to travel. I mean, i don't think we've lost that. People want a unique experience. But travel budgets for events are still heavily scrutinized, especially in North America, I'd say. But you really have to justify what what it is you're going to learn from that spend. And it you do you cannot compromise on a really high-performing, valuable learning experience in exchange and at any scale with a roadshow type event.
00:21:08
Brian O'Grady
What one of my favorite things to do when I'm given the opportunity, if I have to run a marketing program, especially if it's on a shoestring, as I try to attach it to some other kind of hype that's already happening, you describe sports.
00:21:17
Chelsea
Yeah.
00:21:20
Brian O'Grady
Well, you're you're basically taking advantage of the hype around the sports when people go and do shows in Vegas. Well, they know they don't need to work too hard to convince people to go to Vegas. So you're taking advantage of some pre-existing hype to extend your message or or encourage people to participate. Is that a big piece of the field marketing story is seeing what else is out there that you can latch onto and and get some extra mileage from?
00:21:45
Chelsea
Exactly the extra miled mileage thing. Yeah. In our reality, though, we have the data to know like a Vegas event would be well attended, but wouldn't be well
Creative strategies and the human element in events
00:21:55
Chelsea
engaged.
00:21:56
Chelsea
You know, like you don't get the same.
00:21:58
Chelsea
People don't stay as long. You know, you're going to lose them halfway. But smart, like I was at a supply chain event a couple years ago who were doing it really well.
00:22:07
Chelsea
You know, they had a puppy. like a puppy area where you could adopt a dog. They had the wine, the rosรฉ all day kind of a stand. The hours were three days, I think, but more of a middle of the day type activity. So it doesn't start at the crack of dawn and the important sessions are really before 3 p.m. when people start to wander off. But from a field marketing perspective, OK, where am i Who am I talking to? When are they actually receptive?
00:22:34
Chelsea
Well, with the location, We've got some of the best restaurants in the world. You know people are going to leave at three. So at five, you can have a really unique dining experience that they're not going to go afford on their own.
00:22:48
Chelsea
They're not going to expense Guy Fieri's like market table, you know.
00:22:48
Brian O'Grady
Yeah.
00:22:52
Chelsea
so So again, an opportunity to just be creative and create some human experiences with with context.
00:23:00
Brian O'Grady
to To your point about everyone's going to want to go to Vegas, but you may or may not get the engagement you're after. I can confidently tell you that two out of three participants in today's podcast have come home from Vegas blonde.
00:23:11
Brian O'Grady
And that was, that was not on the itinerary.
00:23:14
Chelsea
Wait, was I blonde to start? So three out of three are three.
00:23:18
Brendan Ziolo
i thought I thought what happened in Vegas stayed in Vegas. were breaking like
00:23:22
Brian O'Grady
Except when you bring it home on your head with you.
00:23:24
Brendan Ziolo
We're breaking like rule number one of Vegas here.
00:23:28
Brian O'Grady
True.
00:23:28
Chelsea
I just want to clarify, though.
00:23:29
Chelsea
Only two out of the three were not blonde when they arrived in Vegas.
00:23:33
Brendan Ziolo
and and and just for further clarity, because I feel like I have to, I had hair then. It was a while ago.
00:23:39
Chelsea
Just the mustache? Yeah.
00:23:41
Brendan Ziolo
no no, no. I didn't have, yeah, i didn't have hair here. I had it here. And yeah, it was not blonde when I left. Ottawa. And just off throwing this out here, Chelsea, if you ever need a podcast on one of your road trips, when you get all these massive budgets and stuff like that, I know a couple of people who would not say no.
00:24:02
Brian O'Grady
It's true.
00:24:02
Brendan Ziolo
And we we won't dye our hair blonde, promise.
00:24:05
Brian O'Grady
Yeah.
00:24:05
Chelsea
Noted.
00:24:05
Chelsea
Not until after the podcast.
00:24:05
Brendan Ziolo
i think
00:24:06
Brian O'Grady
Unless that's required.
00:24:07
Chelsea
It's a podcast. It's not a video.
00:24:11
Brendan Ziolo
Brian, do you want to bring it home with our favorite question? Is this my question? I've lost track.
00:24:15
Brian O'Grady
I'll do it. I'll do it.
00:24:17
Brendan Ziolo
All right.
00:24:17
Brendan Ziolo
It's all yours.
00:24:17
Brian O'Grady
I hope you this is this is the trademark question, Chelsea, because i'm I'm sure you've listened to every episode with bated breath so you know exactly where this is going.
00:24:25
Chelsea
Religiously.
00:24:26
Brian O'Grady
Yeah.
00:24:26
Chelsea
Okay.
00:24:27
Brian O'Grady
It goes like this. Every discipline in this B2B marketing world has truths and it has fables. It has outright myths. It's got a fair degree of baloney.
Debunking myths about field marketing
00:24:39
Brian O'Grady
There's more baloney in marketing than I ever would have thought possible when I was young and impressionable, but there's a lot of baloney in the industry too.
00:24:46
Brian O'Grady
We're going to give you, in Brendan's words, a soapbox. It's your big moment. There's a lot of people out there who maybe have heard or believe something that is not true about field marketing, some kind of big myth.
00:25:00
Brian O'Grady
And we're going to give you the microphone and the opportunity to correct the record and tell us what's the biggest myth about field marketing and what's the reality of the situation.
00:25:12
Chelsea
Thank you. i really value this opportunity to set the opportunity I never knew I would have.
00:25:16
Brian O'Grady
You've been scarred, I can tell.
00:25:22
Chelsea
I think the most common thing about field marketing or the most common misconception about field marketing is order taking from sales that you're just doing, executing whatever whim, you know, create an event here. I really need to please this customer. You know, this is my one problem I'm trying to solve, create something around that.
00:25:42
Chelsea
And the misconception is the alignment piece, right? It doesn't exist doesn't exist without the marketing acceleration and the marketing acceleration can't happen without the sales intelligence. So it really is a collaboration. i mean, much broader than marketing and sales, but that's the foundation of it. You need the field intelligence to know that this is the right person and the right time.
00:26:05
Chelsea
and you need the marketing alignment to create something unique from that knowledge otherwise they could just do it themselves
00:26:14
Brian O'Grady
So rather than being order takers from sales, what I'm hearing is an intersection among customers, sales and the rest of the marketing team. You get to sit there at the middle and figure out Who's right this time and who do I listen to and who's got the accurate perspective?
00:26:29
Chelsea
or who do you activate at which point in this particular journey, because it is a journey. These are really long adoption cycles. So it might pause for a bit after play one, two, three. It might just sit back with BDR for a little bit. You might hand it over to a partner for a while to nurture a different angle and really surround that. But for me, I mean, that's almost more of an ABM type philosophy, but it is it is the foundation, I would say, of all marketing activity is just cross-functional alignment. And if you can nail that, you are going to be the most human person in the room, in their room.
00:27:10
Brian O'Grady
I like that because there's a good line to to wrap up on. So you heard it here first, folks, field marketers are not just taking orders from sales if they're doing their jobs right.
00:27:21
Brian O'Grady
Awesome. Brendan, bring us home.
00:27:25
Brendan Ziolo
Well, it's been awesome having you on Chelsea, really appreciate it today. And it was great to meet you. I'm somewhat surprised our paths have never crossed being from that long history lesson, but let's call it the Nokia Alcatel Lucent side of things and also a fellow Ottawa person. So thank you very much for joining us today. Really appreciate your insights and we can check field marketing and the myths around it off the to-do list now, Brian.
00:27:54
Brian O'Grady
Check.
00:27:55
Chelsea
Thank you for the opportunity, guys. It was really fun outside of the box experience, and I enjoyed it.
00:28:00
Brendan Ziolo
greg All right. And before we sign up, cheers, everyone.
00:28:04
Chelsea
Cheers.
00:28:05
Brian O'Grady
Cheers. Thanks, Chelsea.