So many articles have been written about the typical gap between sales and marketing. And while there are plenty of reasons that sales becomes frustrated with marketing, they often boil down to one complaint—marketing is focusing too much on lead generation and not enough on helping close deals.

But not all aspects of marketing are so focused on top-of-funnel goals. Even though field marketing exists in your department, these activities are really just extensions of your sales team.

Field marketing helps you get out from behind emails, social media, and web content to build in-person relationships with your most coveted target accounts. Whether you’re attending a conference, hosting an event, or running a product demo for a prospect, field marketers need to be set up for relationship building success. The right data gives them access to the following 3 keys to foster the right relationships in a limited amount of time.

1. Know Your Target Contacts

Field marketing is so much more than having a sponsor booth at an industry conference. You can’t just sit back and hope that all of your target accounts come by the booth and give you a chance to build a relationship.

The first step for any field marketer to build better relationships is to actually know who to build relationships with. This is where alignment with sales is essential. Taking the time to cross reference an event attendee list with your target account list forms the foundation for any relationships that field marketers will build. But the preparation shouldn’t stop there.

Building relationships with field marketing isn’t about target accounts—it’s about connecting with individual contacts that help make decisions within those accounts. Having names and firmographic data is great. Adding intent data to the equation will surface additional contacts and contact information so you can conduct field marketing activities with greater confidence.

2. Create Custom Content

Once you know the contacts you want to reach in the field, you need to come up with the best ways to get (and keep) their attention. Content has long been a critical component of sales enablement to help boost engagement. Applying that same strategy to field marketing can help you make lasting impressions on contacts at your target accounts.

This is why intent data is so critical to the preparation stages of any field marketing activities. Intent data gives you insight into the buyer’s journey of individual contacts at your target accounts. Not only that, but intent data also provides information about the behavior and concerns of individual contacts. Together, these insights can help you create custom content to distribute at events.

The more personal you can get with your field marketing content, the easier it will be to build relationships at events. Generic brochures might not make lasting impressions. But when you can have conversations that revolve around specific concerns and leave prospects with content that offers tailored solutions, you’ll be able to fill your pipeline with prospects that are more likely to close.

3. Personalize the Follow-Up

There’s no denying how important first impressions are. That’s why you want to invest heavily in the preparation stages of field marketing activities. However, it’s equally important to recognize that your target contacts are going to meet with a lot of different people and vendors at an event. You can’t rely entirely on your first impression and custom content to deliver results.

Whether you conduct outbound calls or set up an email nurture campaign, use intent data to add a layer of personalization to the communications. Continually showing contacts that you’re invested in their specific needs will help you align with sales more effectively and contribute to better win rates.

Conduct Field Marketing with Intent

Field marketing gives you a chance to bridge the gap between your department and sales. But without the right tools and insights to build strong relationships in the field, sales will continue to get frustrated by the lack of focus on closing deals.

Finding the right intent data provider will help you create a dynamic target account list, connect account data to individual decision-making contacts, and build complete profiles of key prospects so you’re prepared for field marketing success.

Intent data is your key to building better relationships through field marketing. If you’re ready to get started, download our free report, Demystifying B2B Purchase Intent Data.