Behind the Booth: The Untold Stories of a Field Marketer Who Uses AI

10:00 am
-
10:30 am
CT

A strategic and highly practical session that challenges how Field Marketing is evaluated in an AI-driven world; not another “AI will help marketers be more efficient” talk. Field marketing has long been misunderstood as booths, swag, and badge scans. But it’s so much more than that. This session is not about AI tools. It’s focused on what actually drives results at events and how to use AI more effectively to prove the impact field marketers can have in business outcomes. Attendees will leave knowing exactly where AI helps field marketing scale, and where human judgment is still non-negotiable. Ready to challenge lazy marketing and elevate your thinking in the field?

Session Agenda

  • You should attend if you want to learn:
  • Why AI acts as a counterpart for field marketing and exposes weak strategies fast
  • How to use AI before and after events to prioritize accounts, conversations, and follow-up
  • How AI helps to get rid of vanity metrics and measure event impact the right way
  • What AI can’t do and how it’s making in-person marketing more human, not less
  • Why working with AI is now a core marketing skill, not a nice-to-have

Speakers

Fabi Rocha

Field & Partner Marketing Manager, West Coast & LATAM

Snyk

Fabi Rocha

Field & Partner Marketing Manager, West Coast & LATAM

Snyk

A field marketer with 15+ years of experience driving pipeline through in-person experiences, executive events, and ABM programs, now leveraging AI to shift field marketing from activity-based to impact-driven field marketing at Snyk, a platform for developers to build cloud native applications securely in a DevOps environment.

About this Session's Track

Field & Channel, Partner, Tech Alliances

Explore best practices for building and scaling partner ecosystems, strategic alliances, and field marketing programs that expand your reach, integrate into account-based marketing strategies, and accelerate co‑selling.