CAB Case Study: Combine Field Prospecting and have a CAB in one day!
Challenges: 2023 has been a challenge to close deals, because businesses are tightening up their operating budgets.
Solution: Combine field marketing prospecting and (CABs) into a 1 day event
How?
When a field marketing person plans a prospecting evening event, add a 3 hour morning session at the same venue.
CAB Sample Agenda - Highlights
CAB Networking Lunch
CAB Welcome
Executive State of the Union of the company (share insights)
Demo or new product roadmap features OR Review customer experience
Go deep on 1-2 topics
Close (speak to how you’ll follow up)
Early Happy Hour
Field Prospecting PM Event
Ask the CAB to stay for the prospecting event
Ask three board members to be on a panel
One customer to MC a demo with an executive
During the prospecting event, CAB members can network with prospects
Benefits to a 1 day event:
Maximize the use of budget, time, and team (cost of traveling to the field)
Executive in town can do both: meet 1-1 with CAB customers, lead customer panel at prospecting event and network with prospects
CABs customer network and present: increase likelihood of closing
Increase in sales. CAB customer willingness to try other products and likely buy (most CAB customers end up buying the full suite)
Build regional CAB customers as thought leaders, develop their professional brand
Develop and deepen CAB customer relationships
Before leading customer marketing, I led events, field marketing and demand generation. It’s why I know this will work. Here’s how I can support your growth.
Train the field marketing and regional VP on how to put on their own CAB
I set up one or run all the CABs. If I set up, create a template for the field to scale out into other regions or train others in EMEA and APJ.
A la carte. Develop CAB content or recruit customers for CAB and select the best customers for prospecting the customer panel.
I have led customer speaking programs and experience in developing customer speaking content for webinars, panels and conference keynotes. I can follow up with CAB customers to develop future speaking content.