Nick Bennett
Fractional Marketer | Field Marketing, Events, ABM, GTM | Author, B2B Influencer Marketing (#1 Best Seller)
Greater Boston
Artifacts
I started posting on LinkedIn in 2020 because of a work contest. I reported to Kyle Coleman at Clari, and he created a spiff for all his direct reports to post on LinkedIn. I love contests and I'm a very competitive person. I asked what I should talk about and Kyle immediately said, "Field marketing. Nobody talks about it. People just think you're a logistics planner." So I did. I wrote about the misconceptions and how to go from Field Marketing 1.0 to Field Marketing 2.0, which means being a true partner to the revenue organization. At first, no one liked my stuff. No one commented, but I wasn't a big writer, so for me it was a creative outlet and a place to try things. It was back when LinkedIn was fun and people were really writing. Over time the DMs started. People would tell me that they read the content but couldn't engage with it for a variety of reasons. They said my posts made them feel heard and seen. That's when it clicked that this was meaningful. If I could help one person a day, fantastic. So I kept showing up. During COVID, I hosted monthly virtual field marketing meetups, and about 100 people joined every time to talk shop. I also hosted The Anonymous Marketer, a podcast sponsored by Google where marketers sent in questions anonymously and I broke them down. Communities had filled up with their peers, and people needed somewhere else to turn. While I was at Alyce, I created a post sharing the playbook we used to collect G2 reviews. The post blew up and got close to a million views. Along with it came DMs calling it bribery, plus threats, including from competitors of G2. It was a huge lesson in what you will receive when you go viral. Anytime you hit publish with your name on something, someone is going to judge you, and you have to be okay with that. I even made a merch line called Haters Hate, Creators Create. Outside of the trolling DMs, I knew these posts were still helping people be more effective at work, and that is what matters. After 6 years, my content has taken me from field marketer to known voice with 58k+ followers (and growing). I've widened what I do as a marketer by miles, but my core field marketer follower group is still strong. Now, I don't need a resume or even a website because of that. I've built my own community and distribution channel. I'm proud that I've done all that while staying true to myself and bringing my whole self to posting.
NB Marketing · FounderAlmost four years ago, a publisher reached out to me with a proposal to write a book. They'd been following my content on LinkedIn and were bullish that I was the right person to be an author. I was initially hesitant, but after some conversations with them I thought, what's the worst that can happen? I don't think of myself as a long-form writer, I'm more of an operator. But in being an operator, I’m always in tune with trends among marketers. Around this time the new buzzy thing was influencer marketing, but most B2B marketers would hear "influencer" and roll their eyes. They thought it was a B2C thing with dancing, ring lights, and discount codes. But I knew that opinion was a missed opportunity. Influencer is a blanket term, and for some of these folks it doesn’t fully represent them. Many are practitioners and subject matter experts who have distribution. Adding to this confusion was the fact that there was no real playbook for working with “influencers” on the b2b side. I was having countless conversations with exec teams and marketing leads on how to effectively leverage influencer partnerships, and where this fit into growth. Was it its own channel or did it fit better inside events and ABM? And then, I had my topic. Writing took me two years. With kids, that isn't easy, so I was finding time in chunks here and there. The process was way bigger than I expected. Quotes, permissions, sign-offs from everyone you interviewed, all of it in a specific order. The consistency and patience it took to do this with young children is the part I'm proudest of. I also made sure to write it the way I'd want to read it. The book isn't meant to go from start to finish linearly. It's constructed so that you are able to jump around, highlight, and figure out which framework pairs with which, and how it fits into your organization. I packed the book with real tactical examples from actual programs I'd run, and from the advice and stories of various CMOs and VPs. Ultimately, the book was published and hit #1 bestseller on Amazon in 2024. The feedback I hear most often from readers is that they love the framework and the ability to jump around in the book to whichever chapters are relevant at the time. I love that I built something so useful. Scott Leese, who's written several books, told me early on: don't write a book thinking you're going to get rich. You're not J.K. Rowling. You write it for leverage. He was right. The real return has been the lift in advising, consulting, and speaking after the book was published. Executives trying to figure this out didn't have a brand-side playbook, and now there was one. It also led to my partnership with ZoomInfo and building their original influencer marketing program. Key metrics - Number 1 Amazon bestseller - Led to advising work, including a $200K influencer program build for ZoomInfo
Testimonials
Direct Manager
Director, Product and Design at Monarch
Work history
Aug 2026 - Present · 3 months · Marketing Advisor
Mar 2026 - Present · 8 months · Account Director
Aug 2025 - Present · 1.3 years · Events & ABM
Apr 2025 - Present · 1.6 years · Marketer, Founder
May 2024 - Present · 2.5 years · Advisor
Aug 2022 - Present · 4.3 years · Marketing Advisor
Nov 2020 - Jan 2026 · 5.3 years · Core Partner
Aug 2023 - Apr 2025 · 1.8 years · Chief Customer Officer & Co-Founder
Nov 2022 - Sep 2023 · 11 months · Host
Jan 2023 - Jun 2023 · 6 months · Senior Director of ELG (Event-Led Growth) & Evangelism
Apr 2022 - Jan 2023 · 10 months · Director of Evangelism & Customer Marketing
Nov 2020 - Dec 2022 · 2.2 years · Strategic Advisor
Apr 2021 - Jul 2022 · 1.3 years · Member
Feb 2020 - Jun 2022 · 2.4 years · Associate
Jan 2022 - May 2022 · 5 months · Strategic Advisor
Feb 2021 - Apr 2022 · 1.3 years · Director of Field, Community, and Partner Marketing, Director of ABM
Feb 2021 - Mar 2022 · 1.2 years · Strategic Advisor
Jan 2020 - Dec 2021 · 2 years · Director of Field Marketing, North America
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Jan 2014 - Dec 2021 · 8 years · Co-Founder & Board of Director
Apr 2019 - Aug 2020 · 1.4 years · Head of Field Marketing
Jul 2017 - Nov 2018 · 1.4 years · Field Marketing Manager - Acquired by Autodesk
Sep 2016 - Jul 2017 · 11 months · Field Marketing Manager - East Region & Federal - Acquired by Aurea Software
Mar 2015 - Sep 2016 · 1.6 years · Channel/Field Marketing Manager - East Region & Federal - Acquired by HPE
Jul 2014 - Jan 2015 · 7 months · Channel Marketing Manager
Apr 2013 - Jul 2014 · 1.3 years · Channel Marketing Lead - AT&T Account - Motorola Mobility
Jun 2012 - Apr 2013 · 11 months · Market Development Manager - Motorola Mobility
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