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Key Responsibilities and Required Skills for Field Marketing Manager

💰 $95,000 - $140,000

MarketingField MarketingDemand GenerationEvent MarketingB2B Marketing

🎯 Role Definition

As a Field Marketing Manager, you are the face of marketing in your region. You are a strategic partner to the sales team, responsible for understanding their unique territory needs and translating them into a high-impact marketing strategy. Your mission is to create and execute a mix of targeted programs—from executive dinners and trade shows to digital campaigns and account-based marketing (ABM) initiatives—that generate qualified leads and directly contribute to revenue growth. You are a master of logistics, a savvy budget manager, and a data-driven strategist who thrives on building relationships and seeing your efforts turn into tangible business results.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator / Specialist
  • Event Marketing Specialist
  • Demand Generation Specialist

Advancement To:

  • Senior Field Marketing Manager
  • Director of Field Marketing
  • Head of Demand Generation or Regional Marketing

Lateral Moves:

  • Demand Generation Manager
  • Partner Marketing Manager
  • Product Marketing Manager

Core Responsibilities

Primary Functions

  • Develop and execute a comprehensive regional marketing plan that aligns with corporate marketing objectives and directly supports sales pipeline and revenue goals.
  • Act as the primary marketing business partner for regional sales leadership, fostering strong communication and collaboration to ensure marketing initiatives are synchronized with sales strategies.
  • Plan, promote, and host a variety of high-impact field marketing events (virtual, in-person, and hybrid), including trade shows, roadshows, executive dinners, and webinars, to generate new leads and accelerate existing opportunities.
  • Own the end-to-end management of marketing events, from initial strategy and budget allocation to logistical coordination, vendor negotiation, on-site execution, and post-event follow-up.
  • Strategize and implement multi-channel, integrated demand generation campaigns tailored to specific territories, verticals, and target accounts.
  • Drive account-based marketing (ABM) initiatives in partnership with the sales team, creating personalized marketing touches for a defined list of high-value target accounts.
  • Manage the regional field marketing budget meticulously, ensuring all programs are delivered on-time and within budget, while maximizing return on investment (ROI).
  • Analyze and report on campaign performance, pipeline contribution, and marketing influence using Salesforce and marketing automation platforms, providing actionable insights to stakeholders.
  • Collaborate with the content and product marketing teams to adapt and localize corporate marketing materials and messaging for the specific needs of the regional market.
  • Manage regional lead flow and qualification processes, working closely with Sales Development Representatives (SDRs) to ensure timely and effective lead follow-up.
  • Identify and cultivate relationships with regional partners, associations, and influencers to create co-marketing opportunities and expand market reach.
  • Communicate marketing plans and campaign results effectively to the sales team, equipping them with the necessary information and tools to leverage marketing activities.
  • Oversee the selection, ordering, and inventory management of promotional items and event-related swag for the region.
  • Conduct market research and analysis to identify new opportunities, understand the competitive landscape, and stay ahead of regional trends.
  • Support the creation of customer case studies and success stories from the region to be used in broader marketing efforts.
  • Forecast, measure, and analyze the impact of field marketing programs on the sales cycle, and use this data to refine future marketing strategies.
  • Champion the brand within the region, ensuring all marketing activities are consistent with brand guidelines and corporate identity.
  • Develop and manage a calendar of marketing activities that is visible and accessible to the sales and marketing organizations.
  • Work cross-functionally with demand generation, digital marketing, and corporate communications teams to ensure a cohesive and integrated customer experience.
  • Pilot new and innovative marketing tactics within the region, acting as a center of excellence and sharing best practices with the global marketing team.
  • Build and maintain strong relationships with key customers and prospects, leveraging these connections for events, testimonials, and advisory boards.
  • Manage contracts and relationships with third-party vendors, agencies, and event organizers to ensure seamless execution of marketing programs.

Secondary Functions

  • Manage regional swag inventory and distribution for events and sales needs.
  • Contribute to the global marketing planning process by providing regional insights and feedback.
  • Support internal communication efforts to ensure the sales team is aware of and leveraging marketing programs.
  • Assist in the onboarding of new regional sales team members, educating them on marketing resources and processes.

Required Skills & Competencies

Hard Skills (Technical)

  • Proficiency with CRM software, particularly Salesforce, for tracking leads, campaigns, and reporting on pipeline influence.
  • Hands-on experience with marketing automation platforms such as Marketo, HubSpot, or Pardot.
  • Demonstrated experience in planning and executing B2B field marketing programs, including virtual and in-person events.
  • Strong budget management and financial analysis skills with a proven ability to track ROI.
  • Expertise in Account-Based Marketing (ABM) strategies and familiarity with technologies like 6sense or Demandbase.
  • Excellent project management skills and experience with tools like Asana, Trello, or Monday.com.
  • Data analysis capabilities, with the ability to interpret marketing performance data and translate it into actionable insights.
  • Deep knowledge of the B2B sales cycle and how to partner effectively with sales teams to drive revenue.
  • Experience with event management platforms (e.g., Cvent, Bizzabo).
  • Understanding of digital marketing channels (PPC, SEO, Social Media) and how they integrate with field activities.

Soft Skills

  • Exceptional interpersonal and communication skills, with a natural ability to build rapport and collaborate effectively with sales professionals and executives.
  • A highly organized, detail-oriented, and results-driven mindset with the ability to manage multiple complex projects simultaneously.
  • Strong problem-solving abilities and a proactive, "can-do" attitude to navigate ambiguity and challenges.
  • Strategic thinker who can connect high-level business goals to tactical marketing execution.
  • High degree of autonomy and self-motivation, comfortable working in a hybrid environment with a geographically dispersed team.
  • Creative and innovative, constantly seeking new and better ways to engage target audiences and drive results.
  • Exceptional stakeholder management skills, with the ability to influence and align cross-functional teams.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Master's Degree / MBA

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications

Experience Requirements

Typical Experience Range: 5-8 years of progressive experience in B2B marketing, with a significant focus on field marketing or demand generation.

Preferred: Experience in the SaaS, technology, or cybersecurity sector is highly desirable. A proven track record of creating and executing marketing strategies that drive pipeline for enterprise-level sales teams.

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