A field marketer’s job is right in the title — they go into the field and really connect one-on-one with customers to understand them and their needs. But what happens when that one-on-one contact is cut off? On this episode of Marketing Trends, Monica Bowie, who currently serves as a marketing manager at Salesforce, discusses how field events shifted into the virtual world. Plus, she dives into what it means to be the Global President of BOLDforce, Salesforce’s black employee resource group and she discusses the importance of diversity.

3 Takeaways

• More ability to react: In the move toward virtual events, marketers and salespeople have more ability to respond and adapt to needs in real time than they would if they were prepping for an in-person event which you have to plan out much further in advance.
• Take the time to listen: If you want to achieve true equality in the workplace, you need to take the time to truly listen to all of the different diverse groups within your organization, understand their needs, and then actually address them.
• Focusing on the customer journey: With ABM especially, you have to recognize that the customer is on a continuous journey, and you can’t disengage at any point.

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