Field Notes with Christina Eurich, Field Marketing Manager of Meltwater

We continue our knowledge-sharing mission through a series of interviews for marketers from all over the world. Today, we’re thrilled to have Christina, Field Marketing Manager of Meltwater, with us. Could you first tell us more about yourself and your current role?

Sure! I’ve been working in B2B and SaaS marketing for more than seven years, with a strong focus on demand generation and content-driven campaigns. At Meltwater, I’m currently responsible for Field Marketing in the DACH region, where I lead regional initiatives that help us connect with enterprise and mid-market decision-makers – from webinars and events to strategic email campaigns. I’m part of the EMEA Field Marketing team, working closely with Sales as well as our Digital and Content Marketing teams to drive pipeline and brand visibility.

Can you tell us a little bit how you got into marketing? How did it all begin? 

It all started rather unexpectedly. I was studying Social Sciences at the time and looking for an internship. I knew I wanted to spend that time in Berlin. So I searched online for internships and came across a creative agency working with great brands like MTV and Lufthansa. That caught my attention and I applied for a role in Business Development. I got the internship, but by the time I started, the person who was supposed to supervise me had left the company. They offered me a spot in the marketing team instead and I said yes without really knowing what to expect. As it turned out, I really enjoyed it! That experience sparked my interest in marketing and laid the foundation for my career.

What would you say is the most challenging part of your current job and your current involvement in marketing?

One of the biggest challenges right now – and I think many marketers can relate to this – is doing more with less. Budgets are tight across the board, so it’s all about being smart with how we allocate resources. That means constantly evaluating which channels and activities drive the most impact, being data-driven in our decisions and making sure every dollar we spend contributes to pipeline and growth.

What about innovation? What about new trends? How do you approach that?

Right now, I’m especially focused on learning as much as I can about AI in marketing. I’m part of a great virtual community called Exit Five, where marketers from around the world share insights on trends and tools; AI being one of the hottest topics. I also stay up to date through curated newsletters like Emails Done Right, Growth in Reverse or Tom Orbach’s Marketing Ideas and by listening to podcasts like Do This, NOT That: Marketing Tips with Jay Schwedelson or  Marketing Dilemmas by Cognism. That said, the pace of change is incredibly fast at the moment, so staying on top of things requires a lot of curiosity and flexibility.

On top of the new trends, something new is always coming up, and I feel like it’s even at a more rapid pace than ever before. It’s so difficult to catch up with everything. Even at The Ortus Club, we’re trying so many different strategies, so many different tools, even when you mentioned the AI as well, and to educate ourselves. As soon as we get one thing, there’s a new thing coming up, and it’s just an ongoing process. But I guess that’s also a part of the fun, this learning experience, this learning journey that we’re all on. You never stop learning, right?

Absolutely. And what helps me personally is staying connected with other marketers. Not just online through communities like Exit Five, but also in real life. I try to join meetups in Berlin whenever possible, because nothing beats an honest exchange with peers. Hearing how others tackle similar challenges or experiment with new tools is incredibly valuable and it’s always a source of fresh inspiration.

Networking is essential; approaching your peers, sharing your strategies and challenges. It also makes things much more relatable, you’re also in a situation where you’re like, ‘Okay, so I’m not the only one. Yes, my peers are also struggling with the same concept, challenge or strategy.’ I completely agree with you. Because you’re in Field Marketing, I’d like to talk more about events. How do you track the impact of your events on pipeline and lead generation?

Tracking event impact is definitely an important part of our work in Field Marketing. We aim to understand how each event contributes to awareness, engagement and ultimately to our sales pipeline. That includes both quantitative data and qualitative feedback from the sales team. It’s always a mix of metrics and context and we use those insights to continuously improve our event strategy.

The sales or marketing cycle can take up to a year, sometimes even more. It can also be immediate, but that doesn’t happen so often. The ROI really takes time to measure. What would be the most significant challenges you face when hosting events?

Based on my experience, one of the biggest challenges when hosting events in Germany is getting people to commit, both in terms of sign-ups and actual attendance. Compared to other regions, like the UK, there often seems to be a bit more hesitation. Cultural preferences play a role here: many people are less likely to attend events after work hours, as personal time with family or friends is often prioritized. It also varies by industry, of course, but overall, event marketing in Germany requires a very targeted and value-driven approach to be successful.

That’s interesting that you say that. The cultural factor might be playing a big part in it, right? As a German, you would know your culture the best.  How can you inspire Germans to attend these events? That’s a great question. I’m asking myself as well what’s happening. There’s a culture at play so there maybe some incentives. Have you ever approached it that way?

It’s true that cultural context plays a big role – and so do company policies. In Germany, we’re often working within stricter compliance frameworks, so classic incentives like expensive gifts or lavish dinners aren’t really an option. But that also forces us to focus on what really matters: relevance and value. If the content resonates and the format respects people’s time, the right audience will show up. For example, breakfast events during working hours work well – they’re compact, insightful, and easy to fit into a busy schedule.

Talking about marketing, we always have to mention sales, because marketing and sales go hand in hand. It’s a teamwork situation. I want to go into marketing’s relationship with sales. What is your approach when it comes to sales, and out of all the marketing initiatives you’re in charge of, which one has your sales department traditionally been more grateful or excited about?

I really enjoy working closely with Sales. It’s actually one of my favorite aspects of my role in marketing. At the end of the day, we’re working toward the same goal, and the best results come when we align early and often. Over the past few years, I’ve learned how important it is to understand their specific targets, workflows and account focus. That has also changed how I approach campaigns: before launching a new idea, I always seek input from sales leaders. Their perspective helps shape the concept and ensures that what we build is not only relevant, but also actionable for the sales team.

This applies to all types of initiatives, but events are often a particular highlight. We select the location together, coordinate the invitation process and usually attend the event side by side. That shared ownership creates a real sense of partnership and it makes the follow-up much more effective.

That’s awesome to hear. I’m in sales, and with our marketing team, we have a great relationship so far. Now, you mentioned generating leads, and the strategies that you approach in a way you consult with sales, of course, what works, what doesn’t? Which marketing strategies do you think have yielded the most success in terms of engagement and lead generation?

From my experience, high-intent channels like organic and paid demo requests tend to perform best when it comes to lead generation. If someone is actively searching for a solution and fills out a demo form, it usually signals a clear need – which often leads to higher conversion rates.
At the same time, I’ve seen a lot of value in awareness-building formats like events and webinars. They’re a great way to engage the 95% of the market that isn’t actively looking yet, but might be in the future. For me, it’s all about creating meaningful first touchpoints and staying top of mind. That balance between short-term pipeline impact and long-term brand building is something I try to keep in mind when planning campaigns.

Can you give us more of a description of what your ideal ICP is?

Whether it’s about Media Monitoring, Social Listening or Audience Insights: We typically engage with people who are looking to make their communication efforts more data-driven, efficient and proactive.

What do you believe is the biggest opportunity for field marketers today that might not have been available in the past?

One of the biggest opportunities for field marketers today is the ability to create personalized experiences at scale thanks to AI. Whether it’s tailored emails, dynamic landing pages or customized event follow-ups, what used to be a resource-heavy process is now much more accessible. With the right tools, we can respond more precisely to the needs and interests of our target audience. And that makes our campaigns not only more relevant, but also more effective.

How would you describe the role of the field marketer in one word, and why?

Adaptability. You need to stay flexible without losing sight of your goals. As a Field Marketing Manager, you’re constantly working across multiple channels, collaborating with different teams and responding to fast-changing conditions, whether it’s market trends, economic shifts, budget changes or global events. Being able to stay flexible and make the most of what’s possible in each moment is absolutely key.

I absolutely agree. What advice would you give to somebody starting in marketing?

Get comfortable with change because marketing is constantly evolving. New tools, new channels, new expectations. It’s part of the job. Also, build strong relationships with Sales early on. Understanding their goals and perspective will make you a better marketer and set the foundation for effective collaboration.

I’m curious, how is the future looking for you? Do you see yourself progressing, still in marketing, taking it further and continuously learning?

I really enjoy working in marketing. It’s such a dynamic and exciting field. I was just talking about it recently: with AI taking over more of the repetitive, operational tasks, marketers will have more space to focus on the human side of the job, like creating meaningful experiences through events and webinars and shaping long-term strategies. I’m especially curious to see how AI will continue to evolve and become part of our daily workflows. There’s so much potential and I’m looking forward to exploring it further.