“Treat out-of-home like an event channel.” That’s the anchor as Charlie Riley and Greg Wise welcome Nick Bennett — a field marketer turned revenue accelerator who’s run programs across Series A to IPO and “running out of runway.” Known as “the field marketing guy” from his LinkedIn presence, Nick Bennett lays out a simple operating system: align field to sales (“sales is your internal customer”), plan 3–6 months out, and build around the who/why/how/what.

The who: target accounts and personas.

The why: the business and emotional reason — “make my job easier.”

The how: channels, creatives, partners, and co-marketing.

The what: the experience — LED trucks, billboards, and pop-ups.

Together, they unpack how to measure “signals not UTM links,” co-create with influencers and creators, and tie visuals to a brand’s behavioral archetype. Expect candid takes on “not just an event planner,” “field marketing 2.0,” tier-two market strategy, and why out-of-home isn’t “too expensive”—and why, for B2B, it “actually does work.”

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👤 Guest Bio

Nick Bennett has spent ~15 years in tech across early-stage companies (Series A–D), multiple acquisitions, IPO companies, and even “running out of runway.” After ~12 years in field and event marketing, he became known on LinkedIn as “the field marketing guy.” He’s led ABM, customer marketing, and community programs and authored a book around influencer marketing. Nick Bennett focuses on making field and events a revenue accelerator—not “just an event planner.”

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📌 What We Cover

• “Treat out of home like an event channel.” Plan 3–6 months ahead and align every activation to pipeline goals: create new demand, accelerate existing deals, expand customers.
• Field marketing as “sales is your internal customer” and the quarterback model — calling the plays with finance, sales, AMs, CS, BDRs, SDRs, brand, paid, and digital.
• The who/why/how/what framework: define the audience, uncover the business and emotional why, align channels and partners, and design the experience (LED trucks, billboards, pop-ups).
• People-first creative: raw and relatable beats polished. Co-create out-of-home campaigns with influencers and employee creators to make the message personal and human.
• Tie creative to the brand’s behavioral archetype for visual and tonal continuity across out-of-home, social, and onsite experiences.
• Measurement gap: rethink attribution. Use self-reported fields, brand lift, direct traffic, search volume, and engagement spikes — “signals, not UTM links.”
• Budget truths: out-of-home is not too expensive. Test digital billboards, mobile trucks, and geo-targeted placements in tier-two markets instead of Times Square.
• Why events, ABM, and out-of-home together break through digital noise as paid and email channels grow less reliable.

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🔗 Resources Mentioned

• Scrappy ABM
• G2 (referenced as social proof at events)
• Drift (used for an ungated “State of Gifting” report)
• Alice and the State of Gifting report (gifting and timing insights)
• Dreamforce (examples of LED trucks and billboards)
• Gong and Devon Reed (employee-creator example)
• LinkedIn (content and distribution platform)
• “Go buy his book.” (book referenced; title not stated)

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Low-Tech, High-Impact Account-Based Marketing

If you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.

Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.