In the competitive world of B2B technology, field marketing is much more than just running events. It’s a strategic function responsible for driving pipeline, accelerating deals, and building lasting customer relationships. We sat down with Tulin Green, Regional VP, Field & Partner Marketing at WalkMe, to discuss her 30-year journey in the industry. Tulin shares her insights on what defines success, the biggest challenges and opportunities facing marketers today, and how to build a career with lasting impact.
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Here’s a glimpse of what you’ll learn:
- Follow the Money: True marketing success isn’t measured in leads generated, but in revenue booked. Marketers must align closely with sales and understand the entire customer lifecycle, from initial pipeline to post-sale expansion and advocacy.
- Avoid “Random Acts of Marketing”: Impactful marketing is not a series of one-off activities. It’s an integrated, cohesive programme where field, digital, and PR work together to deliver a unified message that cuts through the noise.
- Embrace Curiosity and AI: For newcomers, curiosity and a refusal to specialise too early are key. For veterans, the future is about embracing new tools. AI isn’t a threat to be feared but a revolutionary tool to be mastered, enhancing productivity and strategy.
How did you get into marketing?
I started my career path wanting to be an accountant, but after taking a marketing module during my business degree, I quickly realised I was on the wrong path and found the creative aspect of marketing much more interesting. While my initial ambition was to be a brand manager in the FMCG sector, I fell into IT marketing 30 years ago and have never looked back. I began in corporate functions like brand and PR, but I found my true passion once I moved into field marketing. I love being at the coalface, working directly with sales, and meeting customers. It’s about solving real problems and seeing the tangible impact technology has on a business and its people.
What is your main field marketing focus at the moment?
My primary focus is on driving pipeline and revenue. It’s crucial to move beyond the old reputation of field marketing being just about running events. Instead of focusing on the quantity of activities, we prioritise managing programmes that drive real impact. The key question is always, “What are the things we are doing that are making a measurable difference to the business?”
So, how do you define success in field marketing?
Success is measured by tangible business outcomes. Key metrics include whether we’ve driven pipeline, increased the velocity of a deal, or established net new relationships. It’s not just about hosting an event; it’s about ensuring that activity is supported by the entire marketing mix, from paid digital to PR, to avoid what I call “random acts of marketing.” Ultimately, success is defined by revenue. Meeting a pipeline goal is one thing, but if that pipeline doesn’t convert into actual bookings, it doesn’t count.
What is the biggest challenge in field marketing right now?
The biggest challenge is cutting through the noise. With statistics suggesting that up to 80% of the buyer’s journey is completed before a vendor is even contacted, it’s incredibly difficult to get noticed. In the SaaS world especially, the decision-making unit is large, so you’re not just reaching one persona; you’re multi-threading across an entire account. The challenge lies in reaching these multiple stakeholders with the right content and being present in the right communities when they are conducting their research.
On the other hand, what are the biggest opportunities available to field marketers today?
The opportunities today are worlds apart from when I started 30 years ago. The single biggest advantage is our modern, integrated Martech stack. Tools that provide intent data, like 6sense or Bombora, are absolute gold dust. This intelligence, which tells us what accounts are actively researching, fuels our campaign decisions and helps us prioritise which accounts to pursue. It’s all about having these powerful tools at our disposal and knowing how to use them to your advantage. You won’t be replaced by AI, but by someone who knows how to use it.
What advice would you give to up-and-coming marketers?
First, be curious and don’t hold fixed ideas about what marketing is. My most important piece of advice is to stick close to the customer and follow the money. Sit in on sales calls, understand their process, and learn what drives revenue. This will make you an invaluable partner to the sales team. I would also advise against specialising too early. The beauty of a role like field marketing is that you get to be a jack of all trades—you have to understand everything from paid media and events to analyst relations, which gives you a fantastic, holistic view of the business.
How does WalkMe stay ahead of the competition?
One of the main reasons I joined WalkMe was its marketing approach. We dare to be different. As a category builder in the digital adoption platform (DAP) space, we differentiate ourselves not by talking about our product, but by celebrating the user. Our marketing focuses on the “changemakers”—the people riding the wave of change and leading digital adoption within their organisations. By celebrating these individuals and their successes, we stand out from the competition and build a community around our mission.
What do you think the future of marketing looks like?
The future of marketing lies in taking responsibility for the entire customer lifecycle. The old model of just filling the top of the funnel and throwing leads over the fence to sales is obsolete. We as marketers need to be involved across the full journey, from initial pipeline generation to post-sale expansion, adoption, and loyalty. This holistic, full-funnel approach ensures better alignment with sales and, most importantly, delivers a better experience for the customer.
Furthermore, AI is revolutionising our productivity and capabilities. Embracing AI is not optional; it’s essential for the future. At WalkMe, it is at the forefront of everything we do, and we actively encourage every employee to use it to innovate in their roles.
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