Before everyone’s lives were turned upside down, field marketing had a really effective array of tools to draw on. Their job is to interact with customers to raise awareness, educate, and influence them towards a purchase decision. So, roadshows, mobile tours, live events, trade shows, conferences, and in-person meetings were staples. For the foreseeable future, in-person has given way to online. It’s a trend that has been happening at the top of the funnel for a while. Most B2B buyers do extensive online research before engaging with a company.
What happens now that all customer interactions have gone digital? Competition. That’s what happens. Competition for attention. And it’s not just from your business rivals. Buyers are swamped by online information. All this content is creating information overload. Media feeds and inboxes are flooded right now.
What is the number one tool to help field marketers break through? Video.
The “why” is backed by science. We know the medium is effective. But it is only as good as the content and production. It has to be relevant to the audience and matched to the most appropriate format.