[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-what-makes-the-post-pandemic-playbook-for-field-and-event-marketing":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",62742,{"id":24,"name":25},"author-05180903010007211414","Erica Gunn","2022-12-08T08:02:48","2025-11-28T12:42:40","What makes the post-pandemic playbook for field and event marketing?","what-makes-the-post-pandemic-playbook-for-field-and-event-marketing","Post-pandemic playbook for field and event marketing","Find out how field sales, marketing, social, and digital teams can work together to reboot field and event marketing tactics post-pandemic.","So how do we do this again? Fist bump, elbow tap, or good old handshake? The welcome return of meeting people IR L— sorry, in real life (digital habits die hard) — means it’s time to reboot in-person networking at conferences and revive field sales and marketing. Now it’s fair to say, as research from […]","So how do we do this again? Fist bump, elbow tap, or good old handshake? The welcome return of meeting...","\u003Cp class=\"wp-block-paragraph\">So how do we do this again? Fist bump, elbow tap, or good old handshake?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The welcome return of meeting people IR L— sorry, in real life (digital habits die hard) — means it’s time to reboot in-person networking at conferences and revive field sales and marketing. Now it’s fair to say, \u003Ca href=\"https:\u002F\u002Fwww2.deloitte.com\u002Fus\u002Fen\u002Finsights\u002Ffocus\u002Ftransportation\u002Fbusiness-travel-trends-outlook-2022.html\" target=\"_blank\" rel=\"noopener\">as research from Deloitte explains\u003C\u002Fa>, the B2B events calendar has yet to “bounce back to its prepandemic size.” Nearly three in four companies still plan to spend less this year on sending staff to conferences and events than in 2019. But what’s interesting is that they will make those dollars count.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“Companies are taking a rigorous approach, prioritizing the most constructive events, closely monitoring who and how many attend, and seeking events with a powerful mix of networking and content,” according to Deloitte. That choice of the fist bump, elbow tap, or good old handshake at an in-person event in 2022 will likely be with someone who matters to your business.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--in-real-life-has-changed\">“In Real Life” has changed\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">But let’s not just dust off the 2019 field marketing playbook as if nothing has changed. The pandemic had a rapid impact on go-to-market models and the transition to digital-only engagement. Just a few months after the initial shock of lockdowns\u002Fstay-at-home orders, \u003Ca href=\"https:\u002F\u002Fwww.mckinsey.com\u002Fbusiness-functions\u002Fgrowth-marketing-and-sales\u002Four-insights\u002Fthese-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever\" target=\"_blank\" rel=\"noopener\">McKinsey reported\u003C\u002Fa> that “only about 20 percent of B2B buyers say they hope to return to in-person sales, even in sectors where field-sales models have traditionally dominated, such as pharma and medical products.” With organizations discovering the effectiveness of video calls (as opposed to phone calls) and webchat as go-to-market channels, McKinsey predicted the future will be “digital and optimistic.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What does that mean for field tactics in 2022? I believe they now become part of a new flywheel of seamless digital and physical interactions. A new hybrid model of interactions with clients and potential clients could emerge.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-does-hybrid-really-mean-though\">What does hybrid really mean though?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Hybrid is becoming one of those catch-all terms with multiple meanings. Here, it could mean engaging with clients and potential clients who are both in-person and online simultaneously at a live event, those who made it to the venue, and those who are virtual attendees. That might work for a roundtable discussion or a customer forum where it’s easy enough for someone to join by video call, but not so well for an executive breakfast, brunch, or dinner.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">But “hybrid” increasingly seems to be the term applied to the multimedia experience created for an in-person delegate or client. That goes beyond encouraging conference or seminar delegates to tweet or create Discord or Slack channels. Think about how augmented or virtual reality could help paint a more vivid picture of your product or service in real time to the customers you are talking to. Hey, if \u003Ca href=\"https:\u002F\u002Fwww.chiquita.com\u002Fblog\u002Fchiquita-teamed-up-with-shazam-to-virtually-transform-the-produce-aisle-with-immersion-experience\u002F\" target=\"_blank\" rel=\"noopener\">a single banana can explain its sustainability journey from tree to store through AR\u003C\u002Fa>, how could this technology enrich the experience or understanding of your product, its lifecycle, or your customer service?\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--it-starts-with-the-invite\">It starts with the invite\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Over the years, brands have tried all manner of guerrilla marketing tactics to get folks to attend events — particularly when targeting tough-to-reach C-suite executives. Famously, photography business \u003Ca href=\"https:\u002F\u002Fstratabeat.com\u002Fguerrilla-marketing\u002F\" target=\"_blank\" rel=\"noopener\">Canon sent golf balls, golf turf, invitations, and a goodie bag of other sporting swag\u003C\u002Fa> to tempt their target list of CEOs to join them for a round a while back. It worked; 50% of their target list turned up.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">But post-pandemic, even the invite has been rebooted. JPMorgan tempted attendees to its first cryptocurrency conference at its Wall Street headquarters in New York with non-fungible tokens — the fashionable, tradeable digital assets. According to reports, one of the NFTs was \u003Ca href=\"https:\u002F\u002Fwww.coindesk.com\u002Fbusiness\u002F2021\u002F12\u002F03\u002Fjpmorgan-gave-away-nfts-at-an-event-this-week-one-is-now-listed-for-420-eth\u002F\" target=\"_blank\" rel=\"noopener\">immediately put up for sale with a price tag of $1.8 million\u003C\u002Fa> — talk about generating a buzz for your event.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-1.jpg\" alt=\"Three persons emerging from separate screens communicating with each other in a hybrid setting.\" class=\"wp-image-62745\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-1.jpg 880w, \u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-1-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-1-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--three-hybrid-ideas-for-your-playbook\">Three hybrid ideas for your playbook\u003C\u002Fh2>\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Gamification:\u003C\u002Fstrong> Want to make sure your in-person delegates visit all the exhibition stands and pay attention? Take a leaf from games like Pokémon Go and set delegates on a little challenge or two to find “rewards” or prove their expertise around the conference venue. Ensure you create an online counterpart for remote attendees.\u003C\u002Fli>\u003Cli>\u003Cstrong>Whiteboarding, not just presenting:\u003C\u002Fstrong> Encourage speakers to use digital collaboration tools like Miro or Mural, where remote delegates can get actively involved in talks through sharing ideas in real time.\u003C\u002Fli>\u003Cli>\u003Cstrong>Live social:\u003C\u002Fstrong> Bring social polls and live Q&As into the room. Encourage panel hosts to bring not just remote delegates into the room, but also the broader audience following the conference on social media.\u003C\u002Fli>\u003C\u002Fol>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--internal-re-engineering-and-rethinking\">Internal re-engineering and rethinking\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">What all of this means is that to win IRL, you may have to engage in a little internal re-engineering of your teams. Field sales, marketing, social, and digital teams should collaborate more closely than ever—they should think strategically and develop common tactics and campaigns. If that wasn’t happening before the pandemic, the need for new go-to-market strategies hopefully started productive conversations during the lockdowns. It’s time now to build on those conversations as the opportunities revive to greet, meet, and network with clients and prospects.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>Originally published on \u003Ca href=\"https:\u002F\u002Fwww.fastcompany.com\u002F90784398\u002Fwhat-makes-the-post-pandemic-playbook-for-field-and-event-marketing\" target=\"_blank\" rel=\"noopener\">Fast Company\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>",4,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F12\u002F19184316\u002FPost-pandemic-field-and-event-marketing-feature-450x263.jpg","Two persons using VR goggles for an augmented reality task while a third person gives instructions.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-feature_1-450x263.jpg",53638,"abandoned-cart-email","The art of the abandoned cart email: How to bring customers back and save the sale","80% of online shopping carts are abandoned. Fortunately, abandoned cart emails can bring those customers back. We've outlined the best tips and examples, so you can get more out of your abandoned cart campaigns. ","\u002Fblog\u002Fabandoned-cart-email\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F06\u002F19184653\u002Fscaling-content-feature-2-450x263.jpg",60949,"scaling-content-marketing-on-a-budget","Scaling your content marketing on a budget","Digital asset management platforms allow content marketing teams to make the most of their budget and meet the content needs of growing organizations.","\u002Fblog\u002Fscaling-content-marketing-on-a-budget\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19193658\u002Fyoutube-for-business-13-450x300.jpg",21099,"youtube-for-business","YouTube for business: Create a channel that builds your brand","A YouTube account for your business puts your brand in motion. Learn about the simple steps needed to create your own video platform and several basic rules.","\u002Fblog\u002Fyoutube-for-business\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787137037034]