IPM, Event Marketing, and Field Sales are overlapping terms that are often confused with each other. Let’s break down how each one plays a unique role in your corporate structure and go-to-market strategy.
In-Person Marketing (IPM) is a modern go-to-market strategy that enables businesses to capture and measure the impact of every in-person interaction. It provides the structure and scalability needed to transform real-world engagement into measurable business outcomes, bringing precision and accountability to what has traditionally been the most under-measured channel in go-to-market strategy. Unlike event marketing, which is focused on hosting events and exhibiting at third-party events, IPM allows companies to drive results from any event or in-person interaction, without having to worry about the large budgets and complex logistics typically required for event marketing efforts.
Event Marketing is an operations-driven function responsible for orchestrating and executing branded experiences across digital, in-person, and hybrid formats. This team manages the logistics, production, and end-to-end execution of events that drive awareness, engagement, and demand - ensuring brand consistency, audience impact, and seamless program delivery across all channels.
Field Sales is a strategic go-to-market function that operates at the intersection of marketing and sales, driving revenue through targeted, face-to-face engagement with high-priority prospects and accounts. Focused on specific regions, segments, or territories, field marketers plan and execute localized programs such as executive dinners, roadshows, and onsite meetings that support pipeline acceleration and deepen relationships with already-identified leads in collaboration with sales.
