Field Marketing Planner

Field marketing

by LeadMagic · MIT license · ★ 62 on GitHub

Plans field marketing: regional events, executive dinners, roadshows, and customer advisory boards, with invite lists, run-of-show, and pipeline follow-up. Use when the user is planning an in-person event for target accounts or customers.

---
name: field-marketing
description: >-
  Plans field marketing: regional events, executive dinners, roadshows, and
  customer advisory boards, with invite lists, run-of-show, and pipeline
  follow-up. Use when the user is planning an in-person event for target
  accounts or customers. Triggers on: "field marketing", "executive dinner",
  "roadshow", "regional event", "customer event", "customer advisory board".
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: events
  tags: [events, field-marketing, executive-dinners, roadshows, customer-events]
  frameworks:
    - "Priya Parker — The Art of Gathering"
    - "ITSMA — Account-Based Marketing"

Overview

Field marketing brings your GTM motion to specific cities, accounts, or industries through intimate events. Executive dinners, roadshows, customer advisory boards, and regional meetups convert at 3-5x the rate of digital channels because trust is built in person. This skill covers strategy through execution.

Manual install (npx, ZIP)

Claude Codenpx skills add LeadMagic/gtm-skills --skill field-marketing -g -a claude-code

Claude Code (degit)npx degit LeadMagic/gtm-skills/skills/events/field-marketing#main ~/.claude/skills/field-marketing

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

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Field Marketing

Overview

Authoritative Foundations

Priya Parker — The Art of Gathering — Design executive dinners and roundtables around a purpose and guest mix, with a host who actively facilitates.
ITSMA — Account-Based Marketing — Build invite lists from target-account tiers and involve account owners in every invitation.
Forrester (SiriusDecisions) — Demand Waterfall — Track field events by opportunities created and accelerated among invited accounts.

When to Use

"Plan a field marketing event"
"Executive dinner strategy"
"Run a roadshow"
"Customer advisory board"
"Regional event planning"

Step-by-Step Process

Phase 1: Format Selection

Executive dinner (8-12 people): Highest conversion. Target C-suite and VP at key accounts. Intimate discussion, no pitch, peer networking value. Cost: $2-5K per dinner. Best for $50K+ ACV deals.
Roadshow (20-50 people): Multi-city tour. Half-day event with customer speakers, product updates, networking. Best for existing customer expansion
- prospect pipeline in 3-5 key cities.
Customer Advisory Board (10-15 customers): Strategic input, product feedback, relationship deepening. Annual. Executive-level.
Regional meetup (30-80 people): Community building. Informal, regular cadence. Low cost, high relationship value.
Workshop (15-25 people): Hands-on. "Bring your [data/problem] and we'll solve it together." Product-led, value-first.

Phase 2: Invite Strategy

Curated list: Hand-pick 20-30 target accounts in the city. Don't blast.
Executive sponsor invite: Have your CEO/Founder send personal invites to peer-level attendees. "I'm hosting a small dinner for [industry] leaders in [city] on [date]. Would love to have you."
3-touch invite sequence: Personal email → LinkedIn DM → phone call. 40-60% acceptance rate for curated dinners; 15-25% for broader events.
No generic registration pages: For Tier 1 events, every invite is personal.

Phase 3: Venue & Experience

Restaurant: Private room, excellent food, quiet enough for conversation. Not trendy — impressive. Not loud — intimate.
Content: 1-2 short talks (10 minutes max). Customer story > product update. Facilitated discussion > presentations.
No sales pitch: The event IS the pitch. If people leave feeling smarter and more connected, they'll want to work with you.
Follow-up: Handwritten note (physical) + LinkedIn connection + "Here's what we discussed" summary with your insights added.

Phase 4: Pipeline Conversion

Pre-event: Research every attendee. Have an engagement plan per person.
During: Your execs have assigned "must-talk-to" list. No clumping with existing customers. Work the room.
Post-event (Day 1): Personalized follow-up referencing your conversation. "Based on our discussion about [topic], I thought you'd find [resource] useful."
Post-event (Day 7): "Quick follow-up — would a 30-minute call to dig deeper on [topic] be valuable?"
Post-event (Day 30): "Since our dinner, we've [done X related to topic]."

Phase 5: Measurement

Track: invites sent → accepted → attended → meetings booked → pipeline created → deals closed. Cost per opportunity. Field events should have the lowest cost per opportunity of any GTM channel you run.

Output Format

Field marketing plan with: event format selection, invite list and sequence, venue brief, run-of-show, executive engagement plan, and pipeline tracking.

Quality Check

Before delivering, verify:

All required sections are complete
Output matches the user's stated need
Named frameworks are cited for key recommendations
No vague claims — every recommendation has a specific action
Deliverable is ready for operational use, not just conceptual

Common Pitfalls

No pre-event outreach. Showing up to a conference without booked meetings wastes the investment. Fix: scrape attendee lists, research targets, and book meetings 2-3 weeks before.
Booth staff without training. Untrained staff give generic demos and fail to qualify. Fix: train on qualification questions, demo flow, and data entry before the event.
No post-event follow-up system. Leads go cold within 48 hours. Fix: Day 1 personalized follow-up, Day 3 value-add, Day 7 soft CTA.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

Field Marketing ROI Framework: apply only the part that directly improves the requested deliverable.
ABM Field Engagement: apply only the part that directly improves the requested deliverable.
Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

A crisp diagnosis of the current situation
A recommended path with tradeoffs, not a generic list
A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
A measurement plan with leading and lagging indicators
Risks and edge cases called out before execution

Adaptation Rules

For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

Execution Artifacts

references/framework-notes.md — Named frameworks and reference tables
templates/output-template.md — Deliverable shell for agent output
scripts/check-output.py — Lightweight deliverable validator

event-driven-outreach, conference-strategy, abm-strategy, pipeline-management, sales-enablement

1	---
2	name: field-marketing
3	description: >-
4	Plans field marketing: regional events, executive dinners, roadshows, and
5	customer advisory boards, with invite lists, run-of-show, and pipeline
6	follow-up. Use when the user is planning an in-person event for target
7	accounts or customers. Triggers on: "field marketing", "executive dinner",
8	"roadshow", "regional event", "customer event", "customer advisory board".
9	license: MIT
10	compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
11	metadata:
12	version: "1.0.0"
13	author: LeadMagic
14	category: events
15	tags: [events, field-marketing, executive-dinners, roadshows, customer-events]
16	frameworks:
17	- "Priya Parker — The Art of Gathering"
18	- "ITSMA — Account-Based Marketing"
19	- "Forrester (SiriusDecisions) — Demand Waterfall"
20	related_skills:
21	[
22	event-driven-outreach,
23	conference-strategy,
24	abm-strategy,
25	pipeline-management,
26	sales-enablement,
27	]
28	---
29
30	# Field Marketing
31
32	## Overview
33
34	Field marketing brings your GTM motion to specific cities, accounts, or industries
35	through intimate events. Executive dinners, roadshows, customer advisory boards,
36	and regional meetups convert at 3-5x the rate of digital channels because trust
37	is built in person. This skill covers strategy through execution.
38
39	## Authoritative Foundations
40	- Priya Parker — The Art of Gathering — Design executive dinners and roundtables around a purpose and guest mix, with a host who actively facilitates.
41	- ITSMA — Account-Based Marketing — Build invite lists from target-account tiers and involve account owners in every invitation.
42	- Forrester (SiriusDecisions) — Demand Waterfall — Track field events by opportunities created and accelerated among invited accounts.
43
44	## When to Use
45
46	- "Plan a field marketing event"
47	- "Executive dinner strategy"
48	- "Run a roadshow"
49	- "Customer advisory board"
50	- "Regional event planning"
51
52	## Step-by-Step Process
53
54	### Phase 1: Format Selection
55
56	- Executive dinner (8-12 people): Highest conversion. Target C-suite and VP
57	at key accounts. Intimate discussion, no pitch, peer networking value.
58	Cost: $2-5K per dinner. Best for $50K+ ACV deals.
59	- Roadshow (20-50 people): Multi-city tour. Half-day event with customer
60	speakers, product updates, networking. Best for existing customer expansion
61	- prospect pipeline in 3-5 key cities.
62	- Customer Advisory Board (10-15 customers): Strategic input, product
63	feedback, relationship deepening. Annual. Executive-level.
64	- Regional meetup (30-80 people): Community building. Informal, regular
65	cadence. Low cost, high relationship value.
66	- Workshop (15-25 people): Hands-on. "Bring your [data/problem] and we'll
67	solve it together." Product-led, value-first.
68
69	### Phase 2: Invite Strategy
70
71	- Curated list: Hand-pick 20-30 target accounts in the city. Don't blast.
72	- Executive sponsor invite: Have your CEO/Founder send personal invites to
73	peer-level attendees. "I'm hosting a small dinner for [industry] leaders in
74	[city] on [date]. Would love to have you."
75	- 3-touch invite sequence: Personal email → LinkedIn DM → phone call.
76	40-60% acceptance rate for curated dinners; 15-25% for broader events.
77	- No generic registration pages: For Tier 1 events, every invite is personal.
78
79	### Phase 3: Venue & Experience
80
81	- Restaurant: Private room, excellent food, quiet enough for conversation.
82	Not trendy — impressive. Not loud — intimate.
83	- Content: 1-2 short talks (10 minutes max). Customer story > product update.
84	Facilitated discussion > presentations.
85	- No sales pitch: The event IS the pitch. If people leave feeling smarter
86	and more connected, they'll want to work with you.
87	- Follow-up: Handwritten note (physical) + LinkedIn connection + "Here's
88	what we discussed" summary with your insights added.
89
90	### Phase 4: Pipeline Conversion
91
92	- Pre-event: Research every attendee. Have an engagement plan per person.
93	- During: Your execs have assigned "must-talk-to" list. No clumping with
94	existing customers. Work the room.
95	- Post-event (Day 1): Personalized follow-up referencing your conversation.
96	"Based on our discussion about [topic], I thought you'd find [resource] useful."
97	- Post-event (Day 7): "Quick follow-up — would a 30-minute call to dig deeper
98	on [topic] be valuable?"
99	- Post-event (Day 30): "Since our dinner, we've [done X related to topic]."
100
101	### Phase 5: Measurement
102
103	Track: invites sent → accepted → attended → meetings booked → pipeline created →
104	deals closed. Cost per opportunity. Field events should have the lowest cost per
105	opportunity of any GTM channel you run.
106
107	## Output Format
108
109	Field marketing plan with: event format selection, invite list and sequence,
110	venue brief, run-of-show, executive engagement plan, and pipeline tracking.
111
112	## Quality Check
113
114	Before delivering, verify:
115
116	- [ ] All required sections are complete
117	- [ ] Output matches the user's stated need
118	- [ ] Named frameworks are cited for key recommendations
119	- [ ] No vague claims — every recommendation has a specific action
120	- [ ] Deliverable is ready for operational use, not just conceptual
121
122	## Common Pitfalls
123
124	1. No pre-event outreach. Showing up to a conference without booked meetings wastes the investment. Fix: scrape attendee lists, research targets, and book meetings 2-3 weeks before.
125	2. Booth staff without training. Untrained staff give generic demos and fail to qualify. Fix: train on qualification questions, demo flow, and data entry before the event.
126	3. No post-event follow-up system. Leads go cold within 48 hours. Fix: Day 1 personalized follow-up, Day 3 value-add, Day 7 soft CTA.
127
128	## Implementation Depth
129
130	Use this section when the user asks for a finished asset, not a high-level explanation.
131
132	### Diagnostic Questions
133
134	1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
135	2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
136	3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
137	4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
138	5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
139
140	### Framework Application
141
142	Map the recommendation explicitly to the named frameworks in this skill:
143
144	- Field Marketing ROI Framework: apply only the part that directly improves the requested deliverable.
145	- ABM Field Engagement: apply only the part that directly improves the requested deliverable.
146	- Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable.
147
148	### Deliverable Standard
149
150	A strong output from this skill includes:
151
152	- A crisp diagnosis of the current situation
153	- A recommended path with tradeoffs, not a generic list
154	- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
155	- A measurement plan with leading and lagging indicators
156	- Risks and edge cases called out before execution
157
158	### Adaptation Rules
159
160	- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
161	- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
162	- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
163
164	## Execution Artifacts
165
166	- `references/framework-notes.md` — Named frameworks and reference tables
167	- `templates/output-template.md` — Deliverable shell for agent output
168	- `scripts/check-output.py` — Lightweight deliverable validator
169
170	## Related Skills
171
172	- event-driven-outreach, conference-strategy, abm-strategy, pipeline-management, sales-enablement
173