Is Content King in B2G Marketing? (Part 2)

Photo of Allan RubinAs I discussed in my last blog post, new research from Starfleet Media summarizes the importance of content, social media, and sales/marketing collaboration in the business-to-business (B2B) marketing world. What conclusions can business-to-government (B2G) marketers draw from these stats? Do government audiences consume content in the same ways as B2B buyers? What types of content work well in the B2G world, and how can we measure their effectiveness?

I’ll dive much deeper on these topics on November 20 at the Government IT Sales Summit. Until then, consider the following facts.

Market Research firm Market Connections surveyed 3,700 government employees and found that federal employees are more likely to seek out information online, with government decision-makers accessing information in increasingly complex and fragmented ways. In reviewing a summary of their 2014 Federal Media and Marketing Study, these data points jumped out at me:

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The Future of the Joint Information Environment (JIE)…

Stephanie Headshot 65x85by Stephanie Meloni, Senior Analyst

Last week DISA and key Army leaders convened with industry at an AFCEA DC luncheon to weigh-in on the Army’s future IT priorities, address the current status of some of their larger efforts, and discuss available funding. Of course, JIE was weighing heavy on everyone’s mind; the Air Force, Army, and DISA continue to be committed to partnering together, implementing projects for shared architectures and services.

Here are key projects all three agencies are working on:

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Is Content King in B2G Marketing? (Part 1)

photo_Allan-Rubin_65x85

Content may be king in the world of business-to-business (B2B) marketing, but getting it produced, distributed, and consumed can be a royal pain for marketers. As I prepare to lead a panel discussion on business-to-government (B2G) content marketing and social media at the upcoming Government IT Sales Summit, I’ve started digging into how marketers are using these tools to reach their customers and influence sales. So I wanted to gather some data on content marketing to see if it’s really worth the effort.

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Office of the Secretary of Defense on the Hunt for a BPM Suite — RSVP by 4 p.m. Today for OSD’s Industry Day

Rick Antonucci_65x85by Rick Antonucci, Analyst

A new opportunity has sprung up for BPM manufacturers. The Office of the Secretary of Defense released a Sources Sought notice on FBO for a Business Process Management suite last Tuesday. OSD’s Program Development and Implementation office within the Defense Procurement & Acquisition Policy Office is interested in sourcing a COTS or GOTS BPM suite to support DOD procurement efforts. To that end they will be hosting an industry day in McLean, VA on September 19th with RSVPs due on the 16th with second industry day anticipated in mid to late October.

Right now OSD is looking to conduct market research to gather information from industry on available solutions for BPM suites with Full and Open competition anticipated down the line. Responses to the sources sought notice are due on September 26th.

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FY15 Defense IT Budget Forecast: Cloudy with No Chance of Sequestration

Lloyd McCoy_65x85by Lloyd McCoy Jr., Consultant

The FY15 base DOD budget request came in at $495.6 billion, (about even with FY14) but more importantly, it’s under OMB’s budgetary caps, meaning sequestration isn’t in the cards for this year. Diving into the DOD IT budget, we see a 6% drop from FY14 to about $36.4 billion; fortunately, much of this decline has to do with a shrinking workforce and cost-savings generated by earlier IT investments.

Soldier with Flag Draped in BackgroundYes the budget is down 6% from last year, but before you go running for the hills, it’s important to remember the following: while the IT budget is reduced from FY14, agencies that purchased software are continuing to purchase software— and with no sequestration and government shutdown in sight, we’re positioned to see a better FY15 than we did FY13.

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Year-End Tip: Ask, “Is the Right Amount of Money in the Right Account?”

Steve Charles_headshot _7-23-2013_65x85by Steve Charles, Co-founder and Executive Vice President

During typical years, the feds spend about a third of the budget in the last quarter. While sales for complex deals and engagements are off, sales for easy to buy commercial items are staying strong. So, what can you do to be successful this September? Make sure to ask one of my favorite closing questions: “Is the right amount of money in the right account?”

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Key DISA Initiatives Gaining Momentum

Lloyd McCoy_65x85by Lloyd McCoy Jr., Consultant

If you recall from our webinar on DISA given back in March, we hammered home the point that DISA is central to all the major initiatives DOD is undertaking. We centered our discussion on key pillars like cybersecurity, cloud, mobility, strategic sourcing, and enterprise system consolidation. Last week DISA held its annual Forecast to Industry Day to provide a progress report on existing activities in these areas and give updates on changes taking place in the agency. Topics of the Industry Day were largely in line with our analysis in March:

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