About this role
Responsibilities
Strategy & Program Execution
- Own the annual field and event marketing calendar, selecting key industry conferences, trade shows, regional roadshows, and hosted micro-events (ie. HQ/Test Farm customer and dealer visits) that align with company growth targets.
- Manage end-to-end logistics for all events, including contract negotiations, booth selection, booth buildouts, shipping/freight, audio/visual setup, and staffing schedules.
- Design and execute high-converting digital events, including webinars, virtual roundtables, and online product showcases.
Sales Enablement & Pipeline Generation
- Partner closely with Sales, Account Executives, and SDRs to drive pre-event appointment setting and maximize on-site booth meetings.
- Create field-ready marketing kits, including product one-pagers, case studies, slide decks, and promotional give-aways/swag.
- Build integrated pre- and post-event lead nurturing campaigns in collaboration with the Demand Generation team (landing pages, promotional emails, social posts).
Lead Operations, Data & Analytics
- Manage the lead capture process at events (via badge scanners or apps), ensuring clean data integration into our CRM (Hubspot).
- Track, analyze, and report on event performance, focusing on key metrics like Cost Per Lead (CPL), pipeline influenced, SQL generation, and overall event ROI.
- Conduct post-event debriefs with key sales and marketing stakeholders to evaluate event viability and recommend future investments.
Budget & Vendor Management
- Own and manage the field and event marketing budget, maintaining accurate forecasting and reconciling costs.
- Build and manage relationships with external vendors, contractors, exhibit houses, and venue managers to negotiate favorable terms and optimize costs.
Key Performance Indicators (KPIs)
- Event Pipeline: Total MQLs, SQLs, and pipeline generated/influenced from field activities.
- Conversion Rate: Percentage of event-captured leads converted into open sales opportunities.
- Cost Efficiency: Customer Acquisition Cost (CAC) and Cost Per Lead (CPL) per event type.
- Pre-Show Engagement: Number of confirmed pre-booked meetings set for account reps at major conferences.
- Budget Accuracy: Variance between actual spend and forecasted event budgets.
Requirements
- Experience: 3–5+ years of experience in event marketing, field marketing, or demand generation, specifically within a B2B SaaS or technology environment.
- Technical Proficiency: Hands-on experience with CRM systems (Salesforce, HubSpot), marketing automation (Marketo, HubSpot, Pardot), and event tech (Cvent, Splash, Zoom Events, badge scanning apps).
- Project Management: Outstanding organizational and multi-tasking skills with the ability to manage multiple tight deadlines and complex logistics seamlessly.
- Sales Alignment: Demonstrated success working cross-functionally with B2B direct sales and business development teams.
- Data Literacy: Analytical mindset comfortable measuring, calculating, and presenting event ROI to executive leadership.
- Travel: Ability and willingness to travel up to 30%–40% to execute events on-site.
Perks
- Competitive salary and benefits package (medical/dental/vision)
- Early-Stage Equity
- 401K Plan With Up To A 4% Match
- Unlimited PTO
- Paid parental leave