Treat Out of Home Like an Event Channel—The Who/Why/How/What Play (with Nick Bennett) | Ep. 31

“Treat out-of-home like an event channel.” That’s the anchor as Charlie Riley and Greg Wise welcome Nick Bennett — a field marketer turned revenue accelerator who’s run programs across Series A to IPO and “running out of runway.” Known as “the field marketing guy” from his LinkedIn presence, Nick Bennett lays out a simple operating system: align field to sales (“sales is your internal customer”), plan 3–6 months out, and build around the who/why/how/what.The who: target accounts and personas.The why: the business and emotional reason — “make my job easier.”The how: channels, creatives, partners, and co-marketing.The what: the experience — LED trucks, billboards, and pop-ups.Together, they unpack how to measure “signals not UTM links,” co-create with influencers and creators, and tie visuals to a brand’s behavioral archetype. Expect candid takes on “not just an event planner,” “field marketing 2.0,” tier-two market strategy, and why out-of-home isn’t “too expensive”—and why, for B2B, it “actually does work.”ㅤ👤 Guest BioNick Bennett has spent ~15 years in tech across early-stage companies (Series A–D), multiple acquisitions, IPO companies, and even “running out of runway.” After ~12 years in field and event marketing, he became known on LinkedIn as “the field marketing guy.” He’s led ABM, customer marketing, and community programs and authored a book around influencer marketing. Nick Bennett focuses on making field and events a revenue accelerator—not “just an event planner.”ㅤ📌 What We Cover“Treat out of home like an event channel.” Plan 3–6 months ahead and align every activation to pipeline goals: create new demand, accelerate existing deals, expand customers.Field marketing as “sales is your internal customer” and the quarterback model — calling the plays with finance, sales, AMs, CS, BDRs, SDRs, brand, paid, and digital.The who/why/how/what framework: define the audience, uncover the business and emotional why, align channels and partners, and design the experience (LED trucks, billboards, pop-ups).People-first creative: raw and relatable beats polished. Co-create out-of-home campaigns with influencers and employee creators to make the message personal and human.Tie creative to the brand’s behavioral archetype for visual and tonal continuity across out-of-home, social, and onsite experiences.Measurement gap: rethink attribution. Use self-reported fields, brand lift, direct traffic, search volume, and engagement spikes — “signals, not UTM links.”Budget truths: out-of-home is not too expensive. Test digital billboards, mobile trucks, and geo-targeted placements in tier-two markets instead of Times Square.Why events, ABM, and out-of-home together break through digital noise as paid and email channels grow less reliable.ㅤ🔗 Resources MentionedScrappy ABMG2 (referenced as social proof at events)Drift (used for an ungated “State of Gifting” report)Alice and the State of Gifting report (gifting and timing insights)Dreamforce (examples of LED trucks and billboards)Gong and Devon Reed (employee-creator example)LinkedIn (content and distribution platform)“Go buy his book.” (book referenced; title not stated)ㅤLow-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.