Mamsha, who leads regional marketing at SES, defines her role as an “Amplifier,” focusing on orchestrating end-to-end strategies that engage audiences across multiple touchpoints, from major trade shows to focussed customer workshops. She emphasises the importance of staying close to the market, leveraging new-age marketing technologies like AI to prove ROI and cut through the clutter, and building a strong foundation through active listening and tight alignment with sales.
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Here’s a glimpse of what you’ll learn:
- The importance of moving beyond single campaigns to build an orchestrated, end-to-end marketing ecosystem that engages customers at multiple touchpoints and is directly tied to pipeline generation.
- How a deep, collaborative partnership between sales and marketing is essential for overcoming core challenges like proving ROI, navigating long B2B sales cycles, and cutting through event clutter.
- Why the modern field marketer’s role is to act as an “Amplifier”—translating global messages for local resonance—and how new-age marketing technology is the key to freeing up time for high-impact, strategic initiatives.
To begin, Mamsha could you please introduce yourself and tell us about your role at SES?
In my role, I am responsible for shaping and executing regional marketing strategies that fuel our pipeline growth and strengthen customer relationships. This includes planning and executing integrated campaigns, managing our presence at key industry events, and developing targeted customer programs. I work hand-in-hand with our sales, product, SE and global marketing teams to ensure our approach resonates locally while aligning with SES’s broader objectives.
I would say the field marketing role sits at the intersection of strategy, creativity, and impact. For me, the goal is to see our marketing efforts not only enhance our brand visibility but actually move the needle in real sales conversations and customer success.
Speaking of campaigns, could you tell us about a particularly innovative or successful one your team has recently executed?
Field marketing, in my view, isn’t about a single campaign that stands out, it’s really about building a thoughtful, well-orchestrated strategy that engages your audience at multiple touchpoints.
Take a major trade show, for example. For us, that planning starts two to three months in advance. There’s a full ecosystem around it like digital campaigns to build awareness, targeted outreach to generate leads, alignment with sales to pre-qualify prospects and book meetings ahead of the event, and a clear post-event follow-up plan. It’s end-to-end. That level of coordination ensures that we’re not only present at the event but that we’re maximising every opportunity there and also tracking our activities and their outcomes even after the event.
And then there’s the more relationship-driven side of field marketing, like the country roadshows or workshops we organize. These are exclusive sessions where we bring our key customers or prospects together for a day dedicated to them. We walk them through our latest solutions, understand their challenges, and discuss how we can support their market goals. It’s personal, it’s local, and it deepens relationships.
So, to sum it up, success in field marketing comes from creating a strategy where your audience sees you across channels, in relevant ways, and feels genuinely engaged.
How does your company stay ahead of its competitors in terms of marketing?
We stay ahead by remaining incredibly close to our stakeholders, our customers, and the market. We work in close collaboration with our internal teams to ensure our strategy and messaging are fully aligned. This means we aren’t just promoting products; we are going to the market with a clear purpose, which is to solve the real-world challenges our customers are facing.
At the same time, we are always exploring new tools, platforms, and formats. It’s crucial to keep our marketing fresh, engaging, and effective. By moving beyond traditional methods and embracing new-age marketing techniques, we can connect with our customers in more meaningful ways.
What are the biggest marketing challenges you are currently facing?
One of the primary challenges, which I’m sure field marketers across all industries face, is proving ROI while executing effective campaigns within set budgets. In B2B, the lead-to-customer conversion cycle can be very long—sometimes from 12 months to two years. Therefore, having a rigorous lead tracking system in place is not just important; it’s essential to demonstrate value.
Another significant challenge is the sheer volume of events available to both businesses and customers. With so many options, it’s critical to identify and prioritise the right opportunities that align with our target audience and objectives. We have to find ways to break through the clutter and deliver our message effectively.
Both of these challenges require field marketers to plan strategically, be agile, and maintain a very tight alignment with their sales teams. The focus must shift from the quantity of campaigns to the quality, leveraging data-driven targeting and initiatives that directly support pipeline acceleration. This is how we can clearly show our contribution to revenue and position ourselves as drivers of growth.
If you had to describe the role of a field marketer in one word, what would it be and why?
I would say “Amplifier.”
Our core role is to take the central brand message and amplify it within our respective regions in a way that truly resonates with the local market. We bring global strategies to life on the ground, tailoring them to local cultures, customer needs, and specific business goals.
Whether it’s through events or targeted campaigns, our job is to boost engagement and act as the bridge between the company and the customer. That amplification is where we create our biggest impact.
What do you believe is the biggest opportunity for field marketers today that might not have been available in the past?
Without a doubt, it’s new-age marketing technology. One of the biggest advantages we have today is the integration of AI-enhanced marketing, automation tools, and advanced lead-generation platforms.
If leveraged strategically, these technologies can streamline a huge amount of our operational work, from nurturing leads and personalising campaigns to gathering market intelligence. With AI-powered insights, we can tailor content to the specific needs and buying stages of our customers, creating deeper engagement. This doesn’t just increase efficiency; it also frees up our time to focus on high-impact, creative, and innovative initiatives. It’s a massive opportunity for marketers to scale their impact with more customer-centric strategies.
Finally, what career advice would you share with someone starting in the marketing industry?
My main piece of advice would be to focus on listening—actively and intentionally and ask questions. Ask questions. When you’re starting out, take the time to deeply understand your sales team, your product, your customers, and all the other functions you will work with. Marketing does not operate in a silo, so engaging with diverse teams is critical.
This approach will help you build a strong foundation, spot gaps, identify opportunities, and understand how you can drive real impact. For those entering field marketing specifically, remember that you are the closest link to the customer from a marketing perspective. Your insights into the region and its needs are what will shape effective marketing strategies. Build strong, collaborative partnership with your sales team and regional stakeholders; that alignment is not just helpful, it is essential to driving meaningful results
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