Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

Field Marketing The Old School Tactic That Still Delivers Results

8 Jun 2024 · 0 min

Watch on YouTube

0:29

This is a short YouTube talk by Jason M. Lemkin (recorded/uploaded June 8, 2024) arguing that field marketing—though old-school and resource-intensive—still works. The speaker states that roughly 40% of marketing spend goes to field marketing, notes the tactics are human-driven (booths, travel, demonstrations), and says the effectiveness took him years to understand.

But the simple answer is just this is look. And people don't get this. 40% of all marketing spend goes into field. 40% of all marketing dollars go into field marketing. Field marketing is annoying. It takes a lot of work. It takes humans. You gotta fly places. You gotta have a popcorn machine. You gotta do a lot of things that feel very old school, don't they? A booth. But the thing is, it works. And the reason field marketing works, which took me about eight years to figure this out.