DataBahn · Field marketing · APJ
Owning APJ field marketing from outreach to follow-up
I owned APJ field marketing end to end, from event selection, budgeting, and logistics to pre-event targeting, onsite conversations, and post-event follow-up. Across one year, I managed 14 events and a $102,533 budget, generating $1.78M in pipeline.
- Company
- DataBahn
- Role
- Marketing Manager
- Focus
- APJ field marketing, campaign operations, and event execution
- Scale
- 14 events, $102,533 budget, $1.78M pipeline, 26.1× ROI
The problem
An event can look busy and still produce very little. The booth, audience, outreach, sales plan, lead capture, and follow-up need to work as one program.
What I owned
I owned the operating work around each event: planning, audience and account lists, email and LinkedIn outreach, meeting coordination, booth messaging, collateral, vendors, travel, on-ground execution, lead capture, CRM handoff, follow-up, content, and reporting.
Key decisions
- Planned the audience, offer, and outreach before finalizing the booth story.
- Kept sales, partner, speaker, and vendor coordination in one working plan.
- Built lead capture and follow-up around conversation context, not a list of badge scans.
- Planned post-event content and CRM handoff before the event began.
What shipped
- Account and attendee lists
- Pre-event email and LinkedIn outreach
- Meeting coordination and sales support
- Booth messaging, collateral, and demos
- Vendor, travel, and on-ground logistics
- Lead capture and CRM handoff
- Follow-up sequences, event content, and reporting
Results
- $102,533 annual budget managed
- 14 events in one year
- $1.78M pipeline generated
- 26.1× pipeline ROI
Evidence and artifacts
From the field
What I learned
Field marketing works better when follow-up is designed before the event. The strongest programs connected the invitation, booth conversation, sales context, and next message.