Field Marketing Hot Take Sessions

Justin Mingo: Milking your Meeting Suite: How to Make the Most out of Major Conferences

We all know that the booth and leads are just the tip of the iceberg, and that the real value - from a revenue marketing perspective - lies in getting your team in front of their prospects and business partners. Brand awareness is great, but sales leaders and executives also want to see ROI. The problem is that getting those meetings booked is hard. 

 The purpose of this session is to share tactics and strategies that I've used successfully in booking meetings for those big events like RSAC, Gartner, and Black Hat that help build (and maintain) revenue for the business. This includes getting all relevant groups in your organization to work as a team towards this goal, as well as providing them the tools and resources they need to succeed.

Michele Zappulla: Giving Your Free Community Tool an Identity : From Logo to LinkedIn to Live Events ‚ How Purple Knight Went from Download Link to Real-World Brand

Free tools can spark incredible community value, especially in cybersecurity, where visibility and speed matter. But publishing a great tool is only step one. The real challenge is building something that‚Äôs not just useful, but recognizable, respected, and remembered. In this session, we'll explore how Semperis transformed Purple Knight, a free Active Directory security assessment tool, from a quiet download page into a community-driven identity, seen at conferences, cited by security professionals, and trusted by defenders around the world. We'll walk through the practical, replicable steps of giving a free tool a voice, a look, and a life — not just online, but in the real world.

Oscar Burns: Sales or No Sales? Mastering Trade Show Follow-Up Strategies

Marketing often raises concerns about the absence of sales motions in both pre-event and post-event cadences. 

 But what if you didn't need them at all? 

 In my talk, I will guide you on how to make your events successful without relying on sales, whether you're collaborating with your BDRs or operating as a one-person team.

When working with sales on field events, whether digital or physical, marketing often feels like prepping a meal for a toddler. We go to the store, pick the ingredients they said they love—ingredients that last year brought "loads of pipeline." From there, we take the time to prep the meal, ensuring everything from the dino nuggets to their favorite spoon is in order. Despite all this love and attention, it's only natural to feel frustrated when our "toddler" demands a double platinum sponsorship at RSA with a VIP meeting room at the W. In this session, we'll cover a playbook to maximize the value of major trade shows by learning how to scrape and gather information on speakers and attendees, then leverage LLMs to match it with your existing CRM. This will not only impress your CMO but also provide sales with precise answers like " what percentage of attendees are in my target account list."