Signature service
Pipeline Proof
Every event measured against the accounts, pipeline, and revenue in your own systems, with a clear ROI read after each one.
How it works for youField & event marketing · Seattle based · US and international
Events that prove their pipeline.
Your customers and prospects want to meet in person. Your team doesn't have the people to make it happen. Franklin Field & Event Marketing (FFEM) gives you a senior field and event marketer when you need one, then measures every event against pipeline and won business.
+631%pipeline from a field event portfolio
+454%won business from the same programs
$5Mcontract signed by the end of one executive dinner
Results from programs Erik led in house at a national IT solutions provider.
Signature service
Pipeline Proof
Every event should answer one question: what did it do for pipeline and won business?
Pipeline Proof gives you that answer. FFEM measures each event against the accounts, pipeline, and revenue in your own systems, so you can see which programs move deals and which ones to cut.
- A clear ROI read after every event
- Your customer data stays inside your environment the entire time
- A stronger case for next year's budget
Services
Field marketing, not just events
For marketing teams without the field marketing staff to reach customers and prospects in person. FFEM brings senior help to marketing leaders who treat events as a revenue channel, from strategy and on-site execution to the numbers that justify the budget.
Conference management
Customer conferences, partner summits, and sales conferences managed end to end: venue and hotel contracts, agenda and speakers, audio visual and production, registration, and the on-site run of show.
Field marketing programs
Field events, roadshows, and customer gatherings planned and run for you, so your team reaches customers and prospects in person without adding headcount.
Trade shows
Booth strategy, logistics, and on-site staffing plans built to turn booth traffic into meetings and meetings into pipeline.
Executive programs
Briefings, advisory councils, and executive sessions that put your leadership in the room with customers and partners.
ABM experiences
Bespoke experiences designed around one set of accounts and one goal: move the deal.
Event strategy
A portfolio planned around pipeline stage and target accounts, with the content and formats that move deals forward.
Bring FFEM in at any stage
- BeforePre event planning and strategy
Goals, target accounts, budget, venue, agenda, and the promotion plan that fills the room with the right people.
- DuringOn-site management or support
FFEM runs the full event, or supports your team on site so nothing falls through the cracks.
- AfterPost event wrap-up and ROI
Vendor wrap-up, ROI analysis through Pipeline Proof, and the post-con presentation your leadership will read.
Case studies
The experience is the tool. Pipeline is the destination.
Programs led in house by FFEM's founder and principal, Erik Franklin, CMP. Client names are withheld; the results are not.
Case study 1
Events as a pipeline engine
+631%
pipeline growth
A national IT solutions provider with 2,000 employees
Situation and task
The company ran strong field events across four US regions, and partners, marketing, and sales all valued them. What no one could show was what those events did for pipeline. At the same time, its annual virtual customer conference drew mostly existing customers, while the company's new directive called for increased prospect accounts.
Action
- Partnered with the BI team to build a dashboard that tied every field event to market segment and pipeline stage.
- Used that data to choose the content that moved pipeline toward won business and the content that generated MQLs.
- Rebuilt the flagship virtual conference around prospects: targeted lists from CRM and marketing data, then paid and organic social, segmented email, an event website, and web advertising.
- Designed partner showcase meetings as the sales conversion point, with sales reps guiding prospects through each partner conversation.
Results
+631% · +454% · +125%Field events: pipeline, won business, and MQLs
Flagship virtual conference
0 → 203Sales meetings, up from none the year before
25 → 114Prospect attendance, up 356% year over year
7 → 37CXO and VP attendance, up 429% year over year
180 → 511Leads, up 184% year over year
100%Of sales rated the business value high or very high
Measuring every event against pipeline is the thinking behind Pipeline Proof.
Case study 2
ABM experiences that close
$5M
contract signed at one dinner
A national IT solutions provider and its enterprise accounts
Two bespoke experiences, each designed around one set of accounts and one goal: move the deal.
Experience A
An executive day in Napa Valley
A $5M contract signed by the end of dinner.
Situation and task: Late-stage deals with three Silicon Valley enterprise accounts needed one more push, and the right next step was time with the CEO. The goal was to close that business.
Action:
- Partnered with the SVP of Global Sales to design a one-day executive program: private winery tours, then dinner at The French Laundry hosted by the CEO and the SVP.
- Planned every detail around the guests: the number of stops, travel time between them, transportation from Silicon Valley, and a pace that left room for real business conversations.
Result: A $5M contract was signed by the end of dinner and logged in CRM that night.
Experience B
A motorsports day for a stalled account
A stalled opportunity moved down the funnel.
Situation and task: A national restaurant brand carried significant open pipeline that had stalled short of a decision. The task was to move it down the funnel to won business.
Action:
- Learned from the account's sales lead that the brand's executives were motorsports enthusiasts.
- Built a driving experience at the Porsche Experience Center in Atlanta, where the executives drove alongside the company's sales leadership.
Result: The experience advanced the opportunity through the pipeline toward a decision.
In both cases the experience was the tool. Closed business was the destination.
Case study 3
Executive engagement programs
80
enterprise customers per briefing program
A national IT solutions provider with 2,000 employees
Two programs were built to put company leadership in the room with the people who drive revenue: one for customers, one for technology partners.
Program A · Customers
Executive Briefing Program
Up to 80 enterprise customers per program.
Situation and task: The company needed a flagship way to bring Northeast enterprise customers face to face with its executives, partners, and technology. The task was to build and run it.
Action: Produced a two-day immersive experience at the company's technology center, bringing Northeast enterprise customers face to face with company executives, technology partners, and hands-on demos.
- Chose the accounts for each program with the regional sales leader, based on pipeline stage and account potential.
- Designed the agenda: an evening reception and dinner, a strategy session, product demos, small-group technical sessions, and a closing executive session.
- Engaged the technology partners whose solutions matched each group of customers, bringing them on site to showcase alongside the company's own team.
- Brought the CRO, CSO, and CTO into the agenda and secured partner co-investment, so all programs were partner funded.
Result: It became the company's primary recurring executive engagement vehicle for the Northeast, running multiple times per year.
Program B · Partners
Executive Partner Advisory Council
30 partner executives and the CEO in one room.
Situation and task: The company had a strong partner community but no vehicle for executive engagement, which made escalations harder to solve. The task was to create one.
Action: Built an annual council from the ground up that brings senior executives from the company's strategic technology partners together with 10 company executives, including the CEO, the day before the annual partner summit.
- Created the program with senior leadership, product marketing, and sales leadership, to strengthen executive relationships that had not been built at scale before.
- Owned it end to end: agenda design, presentation rehearsals, show flow, the experiential program that followed, and alignment with the senior leadership team.
Result: The council built lasting executive relationships across the partner ecosystem, guided annual partner strategy, and informed partner investment decisions.
Recent work
Same courtyard, day to night
A private client celebration in Miami. The floor plan came first: lounge seating, cocktail tables, a dance floor, a stage, and a bar, each placed so guests moved naturally through the space. Then lighting turned the same courtyard into the evening's main event.
Photography: J Garner Studios
What colleagues say
Trusted by marketing leaders and industry partners
Erik ran our Marketing Events Team… and was responsible for really transforming Zones events into top-notch experiences. He helped to establish and develop our Zones Executive Partner Advisory Council and other unique experiences for executives and customers. I still get comments to this day from partners about the work Erik did and experiences he helped create.
I highly recommend Erik as a strategic leader in event management and marketing. He has a proven track record of exceeding event marketing KPIs and creating memorable experiences that leave lasting impacts on attendees.
Together, we have booked 86+ programs totaling $2.3 million in hotel room revenue. Erik stands out as one of the kindest and utmost professional people I have come across in the hospitality industry… He is skilled in events of all sizes and consistently stays within the allotted budget as well as meeting all deadlines involved.
About
Led by Erik Franklin, CMP
Founder and Principal
Erik Franklin, CMP, has built his career where the event experience meets the revenue number. As Director of Events at Zones, he turned a field event portfolio into a measurable pipeline engine. On the vendor side, he worked embedded with Microsoft, producing conferences and executive programs. His background also spans large scale trade show marketing and hotel event operations, experience that shows up in every budget and hotel contract he negotiates. That range is what Franklin Field & Event Marketing brings to every client.
Recognition
- CEO's Choice, Employee of the Year, Zones
- Emerald City Applause Award, Best Association Event, budget over $100,000
- Emerald City Applause Award, Best Social Event, budget over $100,000
- Credential
- CMP, Certified Meeting Professional
- Focus
- Conference management, field marketing, executive programs, ABM, and trade shows
- Approach
- AI first, so FFEM delivers more for clients in less time
- Based in
- The Seattle area, with programs produced across the US, Canada, Mexico, Europe, and Asia
Contact
Let's talk about your next event
Tell FFEM what you are planning and what it needs to prove.
- Phone
- 425-533-7372