WHAT DOES A FIELD MARKETING SPECIALIST DO?

Published: Mar 12, 2025 - The Field Marketing Specialist develops and executes field marketing plans to drive business growth, brand awareness, and lead generation through integrated marketing programs and key events. This position manages regional marketing activities, budgets, and agency relationships while ensuring effective reporting and analysis of campaign performance. This role oversees media allocation, collaborates with regional managers on strategy, and leads a team to implement high-impact marketing initiatives.

A Review of Professional Skills and Functions for Field Marketing Specialist

1. Field Marketing Specialist Duties

  • Marketing Plan Development: Build a marketing plan aimed at influencing current AP accounts and sourcing net new business for the East Commercial Territory.
  • Cross-Functional Collaboration: Partner with Sales leadership, Account Executives, Sales Development Reps, Customer Marketing, and other key groups on cohesive marketing plans to support goals.
  • Lead Generation and Nurturing: Assist aligned sales teams by driving contacts, engagements, and Net New and Nurtured leads/opportunities.
  • Integrated Campaign Execution: Strategize, build, and execute integrated demand-gen campaigns and programs that include events, email marketing, direct-mail marketing, digital & social, audience-relevant content, advocacy programs, customer success stories, and other marketing mix elements.
  • Event Planning and Execution: Plan and execute a mix of in-person and virtual field events and user group sponsorships to create net-new sales opportunities, accelerate existing sales, and deepen relationships.
  • ABM Strategy: Work in conjunction with the ABM Manager to deploy an Account-Based Marketing (ABM) approach to event marketing strategies, plans, and deliverables.
  • Solution Positioning Integration: Align with the Portfolio Marketing team to incorporate solution positioning, product launches, roadmaps, personas, and industry messaging into field marketing plans.
  • Event Strategy Collaboration: Collaborate with Field and Corporate Event Managers to run tradeshows and hosted events, co-hosting ancillary events with partners during 3rd party sponsored events.
  • Market Insights: Identify insights and ideas that inform field marketing strategy by becoming an expert on the industry, customers, prospects, and competition.
  • Event Program Management: Attend and manage field event programs, including implementing pre-event strategy and post-event follow-up both internally and with prospects/customers.
  • Campaign Performance Analysis: Monitor, analyze, and report on the performance of each campaign and communicate results, checking lead quality, sales follow-up, and taking action on improvements.
  • Sales Team Partnership: Act as a key partner and subject matter expert to sales teams, keeping them updated and gathering feedback for future campaigns.
  • Budget Optimization: Work closely with sales teams to optimize the marketing budget, creating sales opportunities to contribute to business success.

2. Field Marketing Specialist Details

  • Demand Generation: Create and deliver demand generation initiatives that meet pipeline, awareness, and customer upsell objectives, aligned with regional Field Marketing Plans.
  • International Collaboration: Participate in regular international liaison with the Global Demand team to ensure delivery of key assets and deliverables.
  • Stakeholder Communication: Communicate and brief internal stakeholders across sales, account management, and customer success teams regarding new and planned marketing activities and assets.
  • Event Logistics: Ensure flawless execution of events and liaise with event venues on schedules, rooms, AV, catering, etc., and assist in event logistics.
  • Webinar Management: Build, promote, and deliver regular webinars, including promoting global webinars.
  • Campaign Management: Use Salesforce.com to manage campaigns, run basic reports, and track program success.
  • Progress Communication: Communicate progress to stakeholders, including program performance and campaign follow-up.
  • Budget Management: Financially manage the marketing spend associated with programs, using company finance and budgeting tools (Coupa and Allocadia), and raising POs in a timely manner.
  • Vendor and Invoice Management: Work with vendors and finance to ensure invoices are paid, attributed correctly, and tracked within budget.
  • Lead Flow Management: Track lead flow to ensure timely follow-up on marketing activities.
  • Program Updates: Meet frequently with field marketing and sales stakeholders to provide updates on programs.
  • Program Budgeting and Execution: Work with the field marketing team to assist with managing program budget and execution, including MDF with channel and alliance partners.
  • Vendor and Contract Management: Manage contracts and vendors.

3. Field Marketing Specialist Responsibilities

  • Tactical Planning: Translating Marketing Plans into Tactical Plans and partnering with Sales team members for Plan of Action execution.
  • Product Seeding: Drive the seeding of new technical products into the market through technical presentations and meetings with customers.
  • Knowledge Advancement: Leading knowledge advancement through training sessions and learning modules.
  • Value Proposition Development: Developing value propositions and compelling stories, explaining benefits of offerings vs competitive offerings.
  • Voice of Customer: Driving Voice of Customer to understand why we win and lose new business.
  • Technical Engagement: Engaging with technical and regulatory/quality experts at customers to solve challenges and develop new opportunities.
  • Event Planning: Planning, execution, and follow-through of technical seminars and Thought Leadership events, converting leads into early-stage opportunities.
  • Sales Tracking: Effectively utilizing available tools and resources to track the success of sales initiatives, product launches, and reporting it to product management.
  • Customer Insights: Assimilating voice of customer inputs around portfolio products with product managers to guide new product development and value propositions.
  • Go-to-Market Execution: Developing and executing Go-to-Market initiatives.
  • Quarterly Marketing Planning: Assisting the field marketing team in creating quarterly marketing plans to generate net new sales opportunities and accelerate opportunities.
  • Channel Marketing: Executing quarterly channel and alliances marketing activities/plans with prioritized partners, ensuring timely execution.
  • External Partnerships: Working with external 3rd party publications, agencies, and media to create visibility and mindshare for Commvault markets.

4. Field Marketing Specialist Job Summary

  • Regional Marketing Integration: Closely integrate with regional Account Executives, supporting the needs of the territory and executing regional marketing strategies.
  • Market Understanding: Understand the needs of an emerging market and develop programs and campaigns to drive top-of-funnel awareness and bottom-funnel conversions.
  • Lead Generation Planning: Collaborate with the Field Marketing team to build and execute a lead generation plan that delivers significant inbound, qualified leads and pipeline growth.
  • Event Coordination: Work with the events team to coordinate ‘MongoDB local’ programs while enabling Account Executives to drive awareness.
  • Cross-functional Collaboration: Collaborate with cross-functional teams when crafting integrated marketing campaigns.
  • Lead Follow-up: Work closely with the xDR teams to ensure rigorous follow-up of all marketing leads across the region.
  • Sales Education: Communicate and educate the sales team regarding new and planned marketing activities, including global, regional, and local programs.
  • Performance Measurement: Ensure performance and return on investment are supervised, supporting processes to optimally measure outcomes.
  • Trade Show & Event Management: Work with the field marketing team to coordinate MongoDB-sponsored trade shows, events, and digital programs from end to end.
  • Local Demand Generation: Define and engage successful local demand generation activities aligned with the Global team (webinars and events) to meet business goals.
  • Content Strategy Support: Support the digital assets needed to drive specific activities, including landing pages, webinars & events registration, and email campaigns.
  • Marketing Content Creation: Generate ideas for and assist with the creation of high-quality marketing content for the region (e.g., video, customer stories, blog articles).
  • Campaign Analysis: Analyze and provide insights on campaign performance and propose improvements.

5. Field Marketing Specialist Accountabilities

  • Field Marketing Plan Development: Develop, enhance, and execute a field marketing plan to support business growth, brand awareness, lead generation, demand, and pipeline.
  • Integrated Marketing Programs: Develop and drive integrated marketing programs with best practice elements to generate quality prospects.
  • Marketing Campaign Management: Manage key marketing activities like lead generation campaigns, events (virtual, hybrid, and in-person), industry conferences, and sponsorships.
  • Cross-Functional Collaboration: Work closely with teams (e.g., EMEA Business Development, EMEA Campaigns) on lead generation, localization, database segmentation, and web initiatives.
  • Channel Marketing: Manage channel marketing activities.
  • Budget Management: Manage and track the Field Marketing Budget (MDF) including tracking results and ROI on each activity.
  • Agency Relationship Management: Manage relationships with local agencies and track spend.
  • Marketing Analytics and Reporting: Perform end-to-end reporting and analysis for all field marketing activities using Salesforce.com, among others.
  • Project Consulting: Assist the region with various projects and consulting.
  • Local Marketing Plan Development: Develop annual local marketing plans and manage a multimillion-dollar marketing budget.
  • Media and Calendar Planning: Oversee media allocation and calendar planning for regional events.
  • Marketing Strategy Execution: Collaborate with Regional Managers to develop and execute marketing strategy.
  • Team Leadership: Manage a team of direct reports.
Relevant Information
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