Field Notes with Roberto Bricio Koch, Senior Field Marketing Manager of Guesty

Roberto, please tell us a little bit about yourself and your role with Guesty.
Certainly. My career in marketing began after a foundation in graphic design, a field I explored for approximately 20 years. This background fostered a deep appreciation for both print and digital mediums. Eventually, I established my own digital marketing agency, which has operated successfully for 17 years and is still active. This experience provided me with a comprehensive understanding of the digital landscape, and the unique combination of design and digital marketing has contributed to my professional perspective.

In 2014, I relocated to Portugal and assumed a directorial role within a company in the short-term rental industry. Currently, I am with Guesty, a B2B company, where my responsibilities encompass a variety of functions. I am in a position that allows for a blend of online and on-the-ground activities, including event management. It is a challenging yet highly rewarding opportunity to contribute to Guesty’s success.

Absolutely. What is your main field marketing focus at the moment at Guesty?
Strategically, the field marketing department is a large and multifaceted team. Our primary focus is driving lead generation. As market leaders, we also strive to establish and maintain our position as thought leaders within the industry. Additionally, we leverage our initiatives to cultivate and strengthen relationships with our clients.

Our activities include participation in industry conferences, the organisation of virtual meetups for our global audience, typically one to two per month, and localised initiatives as needed. Notably, our global virtual meetups and strategic roadshows, where we collaborate with partners to conduct meetings in key cities and regions, are significant components of our strategy.

Ultimately, our KPI is to generate and nurture leads, expand our database, and facilitate the conversion process through our initial touchpoints with potential clients.

Thank you. Now you’ve started talking about events, so let’s continue with that and tell me what is the most successful event or engagement piece that you hosted and why?
We have several successful initiatives. I would highlight three key examples. Firstly, during the onset of the COVID-19 pandemic, we were among the first in our industry to successfully pivot to a virtual event model. This approach allowed us to reach a significantly larger audience compared to traditional conferences. While the human connection is different, the digital reach and brand perception were profoundly impactful. This initiative remains a highly effective component of our strategy, continuing to attract substantial audiences
four years later.

Secondly, we developed our own conference, GuestyVal, which blends conference and festival elements. Launched in 2018, we have now hosted four editions, establishing it as a benchmark in our industry. GuestyVal is designed as an immersive experience, and we consistently receive feedback praising our ability to surpass previous editions. We are currently in the early planning stages for the 2025 event, anticipating its continued success.

Where does it take place? Is it always in the same place or do you change?
We vary the location. We have held editions in Tel Aviv, our headquarters, and the United States. In the past, we conducted polls to determine the location, while at other times, we selected strategic locations.

Regardless, GuestyVal is a collaborative effort involving all marketing teams, as well as sales, customer success, and strategy. I had the opportunity to experience the first two editions as a client, which significantly influenced my decision to join Guesty. Participating in subsequent editions as an internal team member has been invaluable, providing insights from both client and team perspectives.

Amazing, it sounds lovely. I’m going to look it up and see what the others were like. Let’s get a little bit more technical and go to something that I know most field marketing managers are always concerned about, which is ROI. So, from all of these events that you’re holding, whether it’s the large scale, your own events, or the smaller road shows, how do you measure the ROI?
ROI measurement can vary. For digital events, we focus on understanding audience preferences and the resonance of our topics, which informs our product development. Additionally, a crucial KPI is the generation of high-intent leads. We ensure our events are strategically timed and relevant to the audience’s needs.

Other important metrics include attendee registration and attendance ratios, as well as online engagement duration. For conferences, consistent brand presence, creativity, and team engagement are essential. This includes engaging with clients, conducting demos, and showcasing new features. The quality of these connections is a key indicator of success.

Great, thank you. What are your biggest challenges when planning your events?
There are several challenges. A significant challenge is capturing and maintaining audience attention in today’s environment. Building a brand presence that resonates is paramount. Given our market leadership, we focus on presenting unique and engaging experiences. This involves meticulous attention to detail, from securing speaking opportunities to creating impactful fringe events and swag.

Of course, a robust product or service is fundamental. We strive to present relevant and compelling content, whether virtually or in person. In the digital realm, this is particularly challenging, as we must balance presence with relevance, ensuring our content adds value and avoids being perceived as spam.

Yeah, I think one of the things that I hear a lot from field marketers is that despite all of the kind of cookie-cutter things that are out there today and that are more or less than for everyone, the bespoke experience, the tailored experience still remains the most important and significant thing. What are the biggest advantages that you think are available for marketers today that may not have been available when you started in marketing?
Today, marketers have access to tools that enable a higher level of personalisation. For example, drone footage, interactive booths, and other engagement tools are more accessible and affordable. Rapid prototyping and printing capabilities allow for greater flexibility and customisation. In the virtual space, AI-driven tools offer personalised experiences and content creation, enabling a level of customisation that was previously unattainable.

Now, what do you think the future of field marketing looks like? So if we’ve made all of this progress and all these changes from when you started now, what do you think is in store for the next, let’s say, 10 years, 20 years?
Predicting the next decade is challenging, given the rapid pace of technological change. We are experiencing a fundamental shift in education and professional development. I anticipate that AI and data analytics will play an increasingly significant role in identifying trends and opportunities.

Additionally, challenges such as the potential elimination of third-party cookies will necessitate greater creativity in understanding and engaging audiences. Marketers must remain adaptable, anticipating and preparing for these shifts and effectively communicating their implications to stakeholders.

Yeah, since you mentioned the readers of the blog post, I would love to ask what kind of advice, if there is a piece of advice you would like to share with those who are either starting now in marketing or looking into going into field marketing.
I advise staying open to new ideas and perspectives. Listening is crucial. Marketers often focus on action, neglecting the importance of data analysis and audience feedback. Curiosity is also vital. The future is constantly evolving, and proactive learning is essential. Engage with your team, ask questions, and gather insights to develop better products, services, and solutions.

Amazing. Thank you. I have one last question, which is my favourite question. If you were to describe the role of a field marketer in one word, what would that word be and why?
Connectors. We serve as a bridge between sales, customer success, and other departments. We are the most demanding within the marketing team, coordinating with design, communications, and growth. We gather information, facilitate communication, and create events. We are the ‘boots on the ground’ understanding industry trends and engaging with people. Our role is to connect and integrate diverse elements to achieve our objectives.