Field marketing skill
Plans field marketing: regional events, executive dinners, roadshows, and customer advisory boards, with invite lists, run-of-show, and pipeline follow-up.
by LeadMagic·MIT license·★ 62 Stars on the repo·GitHub ↗
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SKILL.md · the author's own words# Field Marketing ## Overview Field marketing brings your GTM motion to specific cities, accounts, or industries through intimate events. Executive dinners, roadshows, customer advisory boards, and regional meetups convert at 3-5x the rate of digital channels because trust is built in person. This skill covers strategy through execution. ## Authoritative Foundations - **Priya Parker — The Art of Gathering** — Design executive dinners and roundtables around a purpose and guest mix, with a host who active… - **ITSMA — Account-Based Marketing** — Build invite lists from target-account tiers and involve account owners in every invitation. - **Forrester (SiriusDecisions) — Demand Waterfall** — Track field events by opportunities created and accelerated among invited accounts. ## When to Use
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Field Marketing
Overview
Field marketing brings your GTM motion to specific cities, accounts, or industries through intimate events. Executive dinners, roadshows, customer advisory boards, and regional meetups convert at 3-5x the rate of digital channels because trust is built in person. This skill covers strategy through execution.
Authoritative Foundations
- Priya Parker — The Art of Gathering — Design executive dinners and roundtables around a purpose and guest mix, with a host who actively facilitates.
- ITSMA — Account-Based Marketing — Build invite lists from target-account tiers and involve account owners in every invitation.
- Forrester (SiriusDecisions) — Demand Waterfall — Track field events by opportunities created and accelerated among invited accounts.
When to Use
- "Plan a field marketing event"
- "Executive dinner strategy"
- "Run a roadshow"
- "Customer advisory board"
- "Regional event planning"
Step-by-Step Process
Phase 1: Format Selection
- Executive dinner (8-12 people): Highest conversion. Target C-suite and VP at key accounts. Intimate discussion, no pitch, peer networking value. Cost: $2-5K per dinner. Best for $50K+ ACV deals.
- Roadshow (20-50 people): Multi-city tour. Half-day event with customer
speakers, product updates, networking. Best for existing customer expansion
- prospect pipeline in 3-5 key cities.
- Customer Advisory Board (10-15 customers): Strategic input, product feedback, relationship deepening. Annual. Executive-level.
- Regional meetup (30-80 people): Community building. Informal, regular cadence. Low cost, high relationship value.
- Workshop (15-25 people): Hands-on. "Bring your [data/problem] and we'll solve it together." Product-led, value-first.
Phase 2: Invite Strategy
- Curated list: Hand-pick 20-30 target accounts in the city. Don't blast.
- Executive sponsor invite: Have your CEO/Founder send personal invites to peer-level attendees. "I'm hosting a small dinner for [industry] leaders in [city] on [date]. Would love to have you."
- 3-touch invite sequence: Personal email → LinkedIn DM → phone call. 40-60% acceptance rate for curated dinners; 15-25% for broader events.
- No generic registration pages: For Tier 1 events, every invite is personal.
Phase 3: Venue & Experience
- Restaurant: Private room, excellent food, quiet enough for conversation. Not trendy — impressive. Not loud — intimate.
- Content: 1-2 short talks (10 minutes max). Customer story > product update. Facilitated discussion > presentations.
- No sales pitch: The event IS the pitch. If people leave feeling smarter and more connected, they'll want to work with you.
- Follow-up: Handwritten note (physical) + LinkedIn connection + "Here's what we discussed" summary with your insights added.
Phase 4: Pipeline Conversion
- Pre-event: Research every attendee. Have an engagement plan per person.
- During: Your execs have assigned "must-talk-to" list. No clumping with existing customers. Work the room.
- Post-event (Day 1): Personalized follow-up referencing your conversation. "Based on our discussion about [topic], I thought you'd find [resource] useful."
- Post-event (Day 7): "Quick follow-up — would a 30-minute call to dig deeper on [topic] be valuable?"
- Post-event (Day 30): "Since our dinner, we've [done X related to topic]."
Phase 5: Measurement
Track: invites sent → accepted → attended → meetings booked → pipeline created → deals closed. Cost per opportunity. Field events should have the lowest cost per opportunity of any GTM channel you run.
Output Format
Field marketing plan with: event format selection, invite list and sequence, venue brief, run-of-show, executive engagement plan, and pipeline tracking.
Quality Check
Before delivering, verify:
- All required sections are complete
- Output matches the user's stated need
- Named frameworks are cited for key recommendations
- No vague claims — every recommendation has a specific action
- Deliverable is ready for operational use, not just conceptual
Common Pitfalls
- No pre-event outreach. Showing up to a conference without booked meetings wastes the investment. Fix: scrape attendee lists, research targets, and book meetings 2-3 weeks before.
- Booth staff without training. Untrained staff give generic demos and fail to qualify. Fix: train on qualification questions, demo flow, and data entry before the event.
- No post-event follow-up system. Leads go cold within 48 hours. Fix: Day 1 personalized follow-up, Day 3 value-add, Day 7 soft CTA.
Implementation Depth
Use this section when the user asks for a finished asset, not a high-level explanation.
Diagnostic Questions
- What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
- Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
- What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
- What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
- What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
Framework Application
Map the recommendation explicitly to the named frameworks in this skill:
- Field Marketing ROI Framework: apply only the part that directly improves the requested deliverable.
- ABM Field Engagement: apply only the part that directly improves the requested deliverable.
- Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable.
Deliverable Standard
A strong output from this skill includes:
- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution
Adaptation Rules
- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
Execution Artifacts
references/framework-notes.md— Named frameworks and reference tablestemplates/output-template.md— Deliverable shell for agent outputscripts/check-output.py— Lightweight deliverable validator
Related Skills
- event-driven-outreach, conference-strategy, abm-strategy, pipeline-management, sales-enablement
| 1 | |
| 2 | name field-marketing |
| 3 | description >- |
| 4 | Plans field marketing: regional events, executive dinners, roadshows, and |
| 5 | customer advisory boards, with invite lists, run-of-show, and pipeline |
| 6 | follow-up. Use when the user is planning an in-person event for target |
| 7 | accounts or customers. Triggers on: "field marketing", "executive dinner", |
| 8 | "roadshow", "regional event", "customer event", "customer advisory board". |
| 9 | license MIT |
| 10 | compatibility Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed |
| 11 | metadata |
| 12 | version "1.0.0" |
| 13 | author LeadMagic |
| 14 | category events |
| 15 | tags [events, field-marketing, executive-dinners, roadshows, customer-events] |
| 16 | frameworks |
| 17 | - "Priya Parker — The Art of Gathering" |
| 18 | - "ITSMA — Account-Based Marketing" |
| 19 | - "Forrester (SiriusDecisions) — Demand Waterfall" |
| 20 | related_skills |
| 21 | [ |
| 22 | event-driven-outreach, |
| 23 | conference-strategy, |
| 24 | abm-strategy, |
| 25 | pipeline-management, |
| 26 | sales-enablement, |
| 27 | ] |
| 28 | |
| 29 | |
| 30 | # Field Marketing |
| 31 | |
| 32 | ## Overview |
| 33 | |
| 34 | Field marketing brings your GTM motion to specific cities, accounts, or industries |
| 35 | through intimate events. Executive dinners, roadshows, customer advisory boards, |
| 36 | and regional meetups convert at 3-5x the rate of digital channels because trust |
| 37 | is built in person. This skill covers strategy through execution. |
| 38 | |
| 39 | ## Authoritative Foundations |
| 40 | **Priya Parker — The Art of Gathering** — Design executive dinners and roundtables around a purpose and guest mix, with a host who actively facilitates. |
| 41 | **ITSMA — Account-Based Marketing** — Build invite lists from target-account tiers and involve account owners in every invitation. |
| 42 | **Forrester (SiriusDecisions) — Demand Waterfall** — Track field events by opportunities created and accelerated among invited accounts. |
| 43 | |
| 44 | ## When to Use |
| 45 | |
| 46 | "Plan a field marketing event" |
| 47 | "Executive dinner strategy" |
| 48 | "Run a roadshow" |
| 49 | "Customer advisory board" |
| 50 | "Regional event planning" |
| 51 | |
| 52 | ## Step-by-Step Process |
| 53 | |
| 54 | ### Phase 1: Format Selection |
| 55 | |
| 56 | **Executive dinner (8-12 people):** Highest conversion. Target C-suite and VP |
| 57 | at key accounts. Intimate discussion, no pitch, peer networking value. |
| 58 | Cost: $2-5K per dinner. Best for $50K+ ACV deals. |
| 59 | **Roadshow (20-50 people):** Multi-city tour. Half-day event with customer |
| 60 | speakers, product updates, networking. Best for existing customer expansion |
| 61 | prospect pipeline in 3-5 key cities. |
| 62 | **Customer Advisory Board (10-15 customers):** Strategic input, product |
| 63 | feedback, relationship deepening. Annual. Executive-level. |
| 64 | **Regional meetup (30-80 people):** Community building. Informal, regular |
| 65 | cadence. Low cost, high relationship value. |
| 66 | **Workshop (15-25 people):** Hands-on. "Bring your [data/problem] and we'll |
| 67 | solve it together." Product-led, value-first. |
| 68 | |
| 69 | ### Phase 2: Invite Strategy |
| 70 | |
| 71 | **Curated list:** Hand-pick 20-30 target accounts in the city. Don't blast. |
| 72 | **Executive sponsor invite:** Have your CEO/Founder send personal invites to |
| 73 | peer-level attendees. "I'm hosting a small dinner for [industry] leaders in |
| 74 | [city] on [date]. Would love to have you." |
| 75 | **3-touch invite sequence:** Personal email → LinkedIn DM → phone call. |
| 76 | 40-60% acceptance rate for curated dinners; 15-25% for broader events. |
| 77 | **No generic registration pages:** For Tier 1 events, every invite is personal. |
| 78 | |
| 79 | ### Phase 3: Venue & Experience |
| 80 | |
| 81 | **Restaurant:** Private room, excellent food, quiet enough for conversation. |
| 82 | Not trendy — impressive. Not loud — intimate. |
| 83 | **Content:** 1-2 short talks (10 minutes max). Customer story > product update. |
| 84 | Facilitated discussion > presentations. |
| 85 | **No sales pitch:** The event IS the pitch. If people leave feeling smarter |
| 86 | and more connected, they'll want to work with you. |
| 87 | **Follow-up:** Handwritten note (physical) + LinkedIn connection + "Here's |
| 88 | what we discussed" summary with your insights added. |
| 89 | |
| 90 | ### Phase 4: Pipeline Conversion |
| 91 | |
| 92 | **Pre-event:** Research every attendee. Have an engagement plan per person. |
| 93 | **During:** Your execs have assigned "must-talk-to" list. No clumping with |
| 94 | existing customers. Work the room. |
| 95 | **Post-event (Day 1):** Personalized follow-up referencing your conversation. |
| 96 | "Based on our discussion about [topic], I thought you'd find [resource] useful." |
| 97 | **Post-event (Day 7):** "Quick follow-up — would a 30-minute call to dig deeper |
| 98 | on [topic] be valuable?" |
| 99 | **Post-event (Day 30):** "Since our dinner, we've [done X related to topic]." |
| 100 | |
| 101 | ### Phase 5: Measurement |
| 102 | |
| 103 | Track: invites sent → accepted → attended → meetings booked → pipeline created → |
| 104 | deals closed. Cost per opportunity. Field events should have the lowest cost per |
| 105 | opportunity of any GTM channel you run. |
| 106 | |
| 107 | ## Output Format |
| 108 | |
| 109 | Field marketing plan with: event format selection, invite list and sequence, |
| 110 | venue brief, run-of-show, executive engagement plan, and pipeline tracking. |
| 111 | |
| 112 | ## Quality Check |
| 113 | |
| 114 | Before delivering, verify: |
| 115 | |
| 116 | [ ] All required sections are complete |
| 117 | [ ] Output matches the user's stated need |
| 118 | [ ] Named frameworks are cited for key recommendations |
| 119 | [ ] No vague claims — every recommendation has a specific action |
| 120 | [ ] Deliverable is ready for operational use, not just conceptual |
| 121 | |
| 122 | ## Common Pitfalls |
| 123 | |
| 124 | **No pre-event outreach.** Showing up to a conference without booked meetings wastes the investment. Fix: scrape attendee lists, research targets, and book meetings 2-3 weeks before. |
| 125 | **Booth staff without training.** Untrained staff give generic demos and fail to qualify. Fix: train on qualification questions, demo flow, and data entry before the event. |
| 126 | **No post-event follow-up system.** Leads go cold within 48 hours. Fix: Day 1 personalized follow-up, Day 3 value-add, Day 7 soft CTA. |
| 127 | |
| 128 | ## Implementation Depth |
| 129 | |
| 130 | Use this section when the user asks for a finished asset, not a high-level explanation. |
| 131 | |
| 132 | ### Diagnostic Questions |
| 133 | |
| 134 | What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led? |
| 135 | Which ICP tier is the output for: small business, mid-market, enterprise, or mixed? |
| 136 | What proof is available today: customer stories, usage data, third-party validation, screenshots, or none? |
| 137 | What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow? |
| 138 | What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure? |
| 139 | |
| 140 | ### Framework Application |
| 141 | |
| 142 | Map the recommendation explicitly to the named frameworks in this skill: |
| 143 | |
| 144 | Field Marketing ROI Framework: apply only the part that directly improves the requested deliverable. |
| 145 | ABM Field Engagement: apply only the part that directly improves the requested deliverable. |
| 146 | Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable. |
| 147 | |
| 148 | ### Deliverable Standard |
| 149 | |
| 150 | A strong output from this skill includes: |
| 151 | |
| 152 | A crisp diagnosis of the current situation |
| 153 | A recommended path with tradeoffs, not a generic list |
| 154 | A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan |
| 155 | A measurement plan with leading and lagging indicators |
| 156 | Risks and edge cases called out before execution |
| 157 | |
| 158 | ### Adaptation Rules |
| 159 | |
| 160 | For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity. |
| 161 | For mid-market: include workflow ownership, handoffs, integrations, and enablement assets. |
| 162 | For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements. |
| 163 | |
| 164 | ## Execution Artifacts |
| 165 | |
| 166 | `references/framework-notes.md` — Named frameworks and reference tables |
| 167 | `templates/output-template.md` — Deliverable shell for agent output |
| 168 | `scripts/check-output.py` — Lightweight deliverable validator |
| 169 | |
| 170 | ## Related Skills |
| 171 | |
| 172 | event-driven-outreach, conference-strategy, abm-strategy, pipeline-management, sales-enablement |
| 173 |
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