Field and Event Marketing
Event strategy and execution that ends in pipeline, not a badge-scan CSV.
- · Event strategy and program design
- · Booth conversation flow and staff enablement
- · Warm-lead capture and post-event nurture
Senior B2B marketing, without the headcount.
I’m Michael Buck, and I lead marketing strategy, campaigns, field programs, and marketing operations for B2B technology companies. I embed with your team, join a project, or cover a role while it’s open. 15+ years across cybersecurity, IT infrastructure, SaaS, and enterprise software, at both startup and enterprise scale.
Sound familiar?
It’s rarely a strategy problem. It’s almost always a bandwidth problem.
Marketing is running on fire drills.
The urgent thing always beats the important thing, and whatever you actually planned to do this week quietly doesn't happen.
There's a show in ten weeks and no one senior owns it.
The budget is committed. The booth is booked. The plan is a spreadsheet nobody has read.
Sales can't find anything.
Event data in one place, campaign data in another, the CRM telling a third story... and nobody trusts any of it.
Leadership asks what's working, and the answer takes a week.
Attribution was always "next quarter's project."
What I do
Four things, done properly.
Demand Generation and Campaigns
Integrated programs that reach the buying committee, not just the buyer.
- · ABM and account-tiering programs
- · Persona-based campaign builds
- · Nurture design and pipeline mechanics
Marketing Operations and Automation
If this isn't working, nothing else can be trusted.
- · Attribution and lead-source tracking
- · Marketing automation builds and cleanup
- · CRM and marketing-system integration
Workflow and Systems Design
Practical automation for the work that eats a marketing team's week. Human-in-the-loop by design.
- · Workflow design and automation
- · Research, reporting, and data-prep agents
- · Internal tooling and single-source-of-truth dashboards
Programs at real scale, at both ends of the company-size spectrum.
$24M
pipeline generated as embedded field marketing lead
· 157% of goal and 51% of all North America pipeline
ASG Technologies, FY20
$400K → $1.2M+
event program scaled over three years, 100+ events
Traceable, 2021–2024
$1.4M+
event budget managed in a single year across Black Hat, RSA, and Gartner
Blink Ops, 2025–2026
Results delivered in-house at ASG Technologies, Traceable, and Blink Ops. Forge and Field Marketing is new; the experience behind it isn't.
A closer look at one thing I do
A warm lead doesn’t fade out slowly. It just goes quiet.
Someone stops at your booth, has a real conversation, isn’t ready to buy today. They get flagged warm. An SDR reaches out once. If that touch doesn’t land, there is no next step, and the lead doesn’t cool off gradually, it silently drops out of the funnel entirely.
Event-to-Pipeline fixes the four places that breaks: booth conversation discipline, booking the meeting instead of closing on the floor, segmenting warm leads on exit, and building the fallback nurture that catches a lead the moment an SDR’s first touch goes cold.
“A booth conversation is the strongest signal in your whole funnel, and most companies have nowhere to send it.”
This is one offer inside field and event marketing: the sharpest example of how I work, not the whole practice.
How this works
Four ways to work together.
- Embedded support
- Defined senior capacity operating as an extension of your team. Campaign leadership, demand gen, field programs, marketing ops, or interim ownership of an open role.
- Monthly retainer
- An agreed portfolio of recurring responsibilities and outcomes, with capacity, priorities, response expectations, and change control defined up front.
- Defined project or sprint
- A scoped piece of work with a start, an end, and a deliverable. A campaign launch, a nurture build, a field program design, a marketing ops cleanup, an Event-to-Pipeline readiness engagement.
- Interim and fractional coverage
- Senior coverage while a role is open or a decision is pending.
Scope, capacity, and terms are agreed before anything starts. No open-ended retainers, no surprise invoices.
Tell me what you’re working on.
If you’ve got a program that needs a senior owner, a show on the calendar, or a marketing operation that’s stopped being measurable — grab thirty minutes and walk me through it. I’ll tell you honestly whether I’m the right fit, and where I’d start if I am.