The CRM that proves your trade show booth paid for itself before the carpet is rolled up.
Field marketing lives on three questions: did the event produce pipeline, did the leads reach a rep in time, and did sales follow up on the ones that mattered. Strkr answers all three with badge-scan ingest, round-robin routing with manager escalation, and attribution that follows a lead from scanner to closed-won.
Field marketing lives on the knife edge between regional sales leaders who want more at-bats and a CFO who wants to see what the $280,000 Q3 event budget actually produced. The CMO wants net-new logos. The CRO wants speed-to-lead under five minutes. Field marketing has to deliver all three without a dedicated ops hire. The pain points below are what Strkr onboarding hears on every intake call with a field marketing team, from the two-person program covering North America to the twelve-person team running EMEA, APAC, and the Americas.
The event ROI question
Finance asks what the booth produced. The spreadsheet does not know.
A $42,000 regional trade show produces 180 badge scans, 42 real conversations, 11 qualified opportunities, and three closed-won deals over the following nine months. Attributing the three closes back to the booth requires a thread that follows the badge-scan file through the lead router, into the opportunity record, through the first-call booked, into the pipeline stages, and all the way to closed-won. Most CRMs lose the thread at step two. Strkr tags every event-sourced lead with event_id, booth_number, scanner_rep, and scan_timestamp, and keeps those tags attached through the full lifecycle so the ROI report writes itself.
Speed-to-lead collapse
The badge scan sits in a CSV for 11 days.
The industry benchmark for event lead follow-up is roughly 11 business days from scan to first outreach, which is roughly 11 days too long. Buyer interest decays sharply inside 48 hours of a trade show. Strkr ingests the badge scan file from Cvent, Bizzabo, or a webhook from the scanner app on event day, maps the fields, routes each lead to the right rep within 60 seconds, and triggers a Strkr AI drafted intro email the rep can approve and send from a mobile device during the dinner afterward.
Routing by rep territory
The round-robin that ignores named accounts.
A booth scan from someone at a named account should go to the account owner, not the territory round-robin. A booth scan from an unassigned company in the Pacific Northwest should go to the PNW rep, not the Chicago rep whose Monday morning is already stacked. Strkr lead routing honors named accounts first, named territories second, round-robin third, with manager escalation if the first-touch SLA breaches at the four-hour mark.
Partner marketing coordination
The partner co-marketing lead that nobody owns.
A webinar co-hosted with a channel partner generates 240 registrations split between the two companies. The split should go by domain match against the partner CRM, by lead-type definition, and by region. Most CRMs leave the split as a quarterly reconciliation call. Strkr handles the split on registration, assigns the lead to the correct side, posts a Slack digest of the day numbers to the field marketing channel, and keeps the partner co-marketing audit log clean for the next joint-business-plan review.
Regional pipeline visibility
The CMO asks for EMEA pipeline. The report is three pivot tables.
A field marketing lead wants a single dashboard that shows pipeline sourced by region, by event, by partner, and by campaign. Most CRMs ship a dashboard that gives one of those four. Strkr materialized reporting ships a field marketing cockpit with region, event, partner, and campaign as filters on a single view with net-new sourced, pipeline influenced, closed-won sourced, and spend to pipeline ratio printed on the top strip.
Post-event retrospective
The $42,000 debrief that lives in a Google Doc.
Every event has a budget, a plan, a rep attendance list, a lead-gen target, and a pipeline target. The actual numbers land in a Google Doc two weeks later that nobody reads. Strkr runs a post-event retrospective inside the event record with budget to actual, scans to meetings to opportunities funnel, rep contribution rank, and cost per sourced opportunity. The retrospective lives next to the next-event planning record for direct comparison.
The event-to-pipeline thread
Tags that follow the lead from booth to closed-won.
Strkr ships an event object with a budget line, a rep roster, a lead-gen target, and a pipeline target. Every lead sourced at the event carries event_id, booth_number or booth_station, scanner_rep, scan_timestamp, and conversation_quality (hot, warm, cold, bad fit) as first-class fields. The thread stays attached through contact create, opportunity create, pipeline stage changes, and closed-won. The field marketing lead can click into any closed-won deal and see which event sourced it eleven months earlier.
Event object
Budget, roster, targets, actuals.
An event in Strkr carries name, date, location, type (trade show, user conference, regional roadshow, dinner, partner webinar), budget line with vendor splits, rep roster, lead-gen target, pipeline target, and the post-event actuals. The event object is a first-class record so reports, filters, and dashboards can pivot on it without custom-field gymnastics.
Badge scan ingest
Cvent, Bizzabo, iCapture, webhook.
Strkr pulls badge scan files from the common event platforms through the standard webhook spec or a scheduled file pickup. The import maps fields, dedupes against the existing contact base, enriches missing company data where available, and routes each new or existing lead through the field marketing router within 60 seconds of ingest.
Named-account match
The scan that goes to the account owner, not the round-robin.
When a scan matches an existing named account the lead routes to the account owner with a Slack notification to the account owner and the field marketing lead. The round-robin is skipped so a strategic account scan does not land with an unfamiliar rep.
Field marketing can configure territory rules with geographic, industry, and company-size dimensions. Each new unassigned lead evaluates against the rule set and routes to the rep whose territory matches. Overrides handle rep leave, out-of-office, and quota-balancing cases.
Round-robin with escalation
Four-hour SLA, manager alert on breach.
The round-robin assignment carries a first-touch SLA of four business hours by default (tunable). If the rep does not log a touch inside the SLA the lead escalates to the regional manager with a Slack and email alert. The escalation preserves the SLA pressure without blocking the rep from working the lead ten minutes late.
Conversation quality tag
Hot, warm, cold, bad fit.
Reps at the booth tag each conversation in the scanner app or in Strkr mobile. Hot leads route with high-priority flag and a 60-minute first-touch SLA. Warm leads route standard. Cold leads route to a nurture sequence. Bad-fit leads tag the record as not-a-fit so future events can refine the targeting list.
Attribution persistence
Event tags survive stage changes and merges.
The event_id, booth_number, scanner_rep, and scan_timestamp fields persist through opportunity create, duplicate contact merge, account rollup, and closed-won. The ROI report can walk backward from a closed deal to the original scan without data gymnastics.
The field marketing cockpit
One view across region, event, partner, and campaign.
Field marketing leads live in the pipeline-sourced report, the pipeline-influenced report, the net-new logo report, and the regional lead-volume report. Strkr ships a cockpit with those four reports pivoting on region, event, partner, and campaign on a single view. The lead opens the cockpit on Monday morning and sees the full picture for the week ahead.
Pipeline sourced
The direct attribution number.
Pipeline sourced counts the pipeline value of opportunities where field marketing was the originating source. The report filters by region, event, partner, and campaign, and the field marketing lead can drill into any cell to see the contributing opportunities. The number lines up with the CRO forecast review on Monday.
Pipeline influenced
The multi-touch attribution number.
Pipeline influenced counts opportunities where field marketing contributed a meaningful touch along the journey, not just the first touch. The attribution model is configurable (first touch, last touch, linear, time-decay, position-based) with the model named on the report so the CFO review runs on a shared definition.
Net-new logo report
The CMO scoreboard metric.
Net-new logos count accounts in closed-won where this closed-won is the first closed-won for that account. Field marketing contribution shows the first-touch share so the CMO conversation on logo acquisition runs on real numbers.
Spend-to-pipeline ratio
The finance review metric.
For each event the ratio of booth and travel spend to sourced-pipeline value prints on the retrospective. A $42,000 event that sourced $980,000 of pipeline ran at a 23x ratio. The ratio feeds the next-year event budget discussion.
Regional lead volume
The regional sales leader conversation.
Regional VPs want to see leads delivered by region by week. The report breaks lead volume by region, by lead source, by product line, and surfaces the regions running under or over the field marketing commit for the quarter.
Partner co-marketing audit
The joint-business-plan backup.
Co-marketing leads tag with partner_id and partner_split_rule. The partner review report shows leads delivered to Strkr, leads delivered to the partner, closed-won on each side, and the net joint pipeline. The audit survives the partner relationship manager rotation.
How Strkr AI compresses the event workflow
The AI drafts that remove hours from event ops.
Field marketing teams spend hours drafting pre-event rep briefings, post-event follow-up emails, and partner retrospective notes. Strkr AI drafts each in a professional voice with grounding in the event record, rep roster, and lead data. The field marketing lead reviews, tunes, and sends. The AI Enhancement module is a $49 per month add-on with 5,000 Strkr AI calls included and $0.012 per call overage. The buyer never picks a model.
Pre-event rep briefing
The booth script the rep actually reads.
Three days before the event Strkr AI drafts a per-rep briefing with the booth schedule, the target account list for the event region, the recent product news to mention, and the top three objections the booth team is likely to hear. The field marketing lead approves and the briefing lands in each rep inbox.
Post-scan intro draft
The 48-hour-window follow-up.
For every badge scan Strkr AI drafts an intro email in the scanning rep voice referencing the booth conversation note the rep logged. The rep approves on a mobile device during dinner or the next morning. The outreach fires inside the 48-hour decay window instead of eleven days later.
Hot-lead handoff
The internal note for the AE.
When field marketing tags a scan as hot, Strkr AI drafts an internal handoff note for the AE summarizing the conversation, the identified pain, the proposed next step, and the quote-range if discussed. The AE sees context, not a line in a CSV.
Partner webinar recap
The two-side digest for the co-marketing lead.
After a partner webinar Strkr AI drafts a dual recap for the Strkr field marketing lead and the partner co-marketing lead with registrations, attendance, lead split, qualified opportunity count, and recommended joint next action. The digest lands in Slack and email.
Post-event retrospective note
The budget-to-actual with recommended next-event changes.
Ten business days after the event Strkr AI drafts the retrospective note from the event record with scans, conversations, sourced pipeline, cost per opportunity, and three recommended changes for the next similar event. The field marketing lead tunes and the retrospective closes the event lifecycle.
Nurture sequence draft
The six-touch cadence for warm leads.
For leads that tag warm but not yet opportunity-ready Strkr AI drafts a six-touch nurture sequence with asset recommendations, product-feature spotlights, and a scheduled check-in at week six. The sequence runs through Strkr email or hands off to a connected marketing automation tool.
Head-to-head
Strkr vs a generic sales CRM for a field marketing team.
Field marketing teams try a general sales CRM and bounce because the event-to-closed-won thread breaks. The comparison below is Strkr field marketing posture against a generic CRM applied to the same team.
Feature
Strkr
Generic sales CRM
Event as a first-class object
Yes with budget, roster, targets.
Campaign with manual fields.
Badge scan ingest from Cvent or Bizzabo
Webhook or scheduled file pickup.
Manual CSV import after the event.
Named-account routing on scan
Yes with account-owner alert.
Round-robin only.
First-touch SLA with escalation
Four hour default with manager alert.
None.
Event tag persistence through merges
Preserved through contact merge and opp roll-up.
Lost on merge.
Spend-to-pipeline ratio report
Built in on event retrospective.
Manual calculation in a spreadsheet.
Partner co-marketing lead split
Rule-based on registration.
Quarterly reconciliation call.
AI drafted post-scan follow-up
Available on AI Enhancement add-on.
Generic templates with no context.
Mobile approval of outbound email
Yes from the booth or dinner.
Desktop only.
How teams use Strkr
Five field marketing patterns.
The patterns below are what Strkr onboarding sees on field marketing team deployments across SaaS, security, and services categories.
Pattern A
The two-person field team covering North America.
A two-person field marketing team at a 60-rep SaaS company covered six regional trade shows and twelve dinner events per quarter. The pain was speed-to-lead. Reps were working badge-scan CSVs 11 days late. Strkr onboarding ran a 12-business-day setup with Cvent and iCapture webhook ingest, named-account routing against the Salesforce account list, and Strkr AI drafted post-scan follow-up. First-touch SLA dropped from 11 days to under four hours. Sourced pipeline per event ran 2.1x higher in the following quarter.
Pattern B
The regional roadshow program.
A security vendor ran a six-city regional roadshow with 40 attendees per city, a partner co-host at each stop, and a dinner follow-up the same evening. The co-marketing lead split was eating three days per city on reconciliation. Strkr handled the registration split by rule on registration create, the partner recap digest landed in Slack the next morning, and the joint pipeline tracked on a shared report both teams could trust. The reconciliation call closed as a line item.
Pattern C
The user conference lead triage.
A user conference brought 1,200 attendees across customers, prospects, and partners. The field marketing team needed to flag the 180 prospect attendees for AE handoff within 24 hours of each day of the conference. Strkr ingested the badge scans each night, enriched with company and job title data, routed to the AE roster, and the AE roster had the briefing in hand by 8 AM the following morning. Twelve opportunities opened during the conference week and three closed in the quarter.
Pattern D
The EMEA regional expansion.
A SaaS company opening EMEA had one field marketing hire and a budget for four regional trade shows in the first year. The hire needed a defensible ROI report before the budget renewal conversation at month twelve. Strkr set up the event object, the sourced-pipeline report by region, and the spend-to-pipeline ratio from day one. At month twelve the hire presented a 14x ratio across the four events and the budget doubled.
Pattern E
The co-marketing network.
A field marketing team at a 180-rep company ran co-marketing with eleven channel partners. The partner joint-business-plan reviews happened quarterly and the lead-split reconciliation ate a week each quarter. Strkr set up partner_id as a first-class field on leads with partner-specific routing rules. The joint-business-plan review ran on a Strkr export instead of a reconciliation session. Partner trust in the attribution improved and co-marketing budget expanded in the following year.
Prove the booth paid for itself before the carpet is rolled up.
Book a 30 minute call. We will walk through the event object, the badge scan router, the field marketing cockpit, and the AI drafted post-scan follow-up with your actual event calendar and rep roster.
Does Strkr integrate with Cvent, Bizzabo, or iCapture for badge scan ingest?
Yes. Strkr ingests badge scan files from Cvent, Bizzabo, iCapture, and most other event platforms through the standard webhook spec or a scheduled file pickup. The import maps fields on first setup, dedupes against the existing contact base, enriches missing company data where available, and routes each new or existing lead through the field marketing router within 60 seconds of ingest. For event platforms with no webhook support the scheduled CSV pickup runs on a cron the admin sets. The setup lands in under an hour for the common platforms.
How does Strkr handle lead routing for named accounts versus unassigned leads?
The router evaluates each new lead against three rule sets in order. First, if the lead matches a named account the lead routes to the account owner with a Slack notification to the owner and the field marketing lead. Second, if the lead has no named-account match but falls into a defined territory the lead routes to the territory rep. Third, if neither rule matches the lead enters the round-robin for the segment. All three paths carry a first-touch SLA with manager escalation on breach so a routed lead cannot sit untouched past the SLA window.
Can Strkr prove event ROI back to the booth without engineering help?
Yes. Every event-sourced lead tags with event_id, booth_number, scanner_rep, scan_timestamp, and conversation_quality on ingest. The tags persist through contact create, opportunity create, pipeline stage changes, contact merges, and closed-won. The event retrospective report walks backward from closed-won deals to the originating scans and produces the sourced-pipeline and spend-to-pipeline numbers without a custom report build. The report is one view with filters for region, event type, partner, and campaign.
What does the AI add-on cost and what does it actually draft for a field marketing team?
The AI Enhancement module is $49 per month flat with 5,000 Strkr AI calls included and $0.012 per call overage. For a field marketing team the common jobs are the pre-event rep briefing, the post-scan intro email draft, the hot-lead handoff note to the AE, the partner webinar recap digest, the post-event retrospective note, and the nurture sequence for warm leads. Strkr AI handles complexity routing automatically and the buyer never picks a model. Draft tone adapts to the field marketing voice after the first 20 approved emails.
How does Strkr handle partner co-marketing lead splits and audit?
Partner co-marketing leads tag with partner_id and a configurable partner_split_rule on registration create. The rule can split by domain match against the partner CRM export, by lead-type definition, by region, or by a hybrid of those. The partner review report shows leads delivered to Strkr, leads delivered to the partner, closed-won on each side, and the net joint pipeline. The partner joint-business-plan review runs on the shared export instead of a reconciliation session. The audit log captures every partner tag change for the compliance posture review.
What is the pricing for a field marketing team on Strkr?
Strkr runs flat per seat at $29 on Starter, $59 on Pro, and $119 on Scale per user per month, with a 14-day trial. For a six-person field marketing team on Pro the monthly spend runs $354 for seats plus $49 for the AI Enhancement add-on if the team wants Strkr AI drafting on the post-scan follow-up and the retrospective notes. The CRM capability (event object, badge scan ingest, routing rules, materialized reports, mobile approval) is included in the seat price with no credit meter.
No sales call, no migration consultant, no four-month implementation. Enter your card, get 14 days of the full Pro tier, cancel any time before day 14 with zero charge. Spin up a workspace, import your CSV, and have something useful before lunch.
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