6 ways to transition to the new administration

Allan Rubin 65x85transitionBy Allan Rubin, vice president of marketing for Arrow ECS North America

The election is over, but uncertainty about the future of Washington still looms. Despite high-level picks already announced by the new President-elect, no one really knows the makeup of the future administration.

This creates some big questions for the IT industry: Who will stay and who will go in government, and how do technology companies navigate the transition? It’s tricky, but there’s a lot of opportunity (and risk) for us during this brief window. It’s a question your executives at corporate are probably asking you about already.

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Will You Be Able to Tame the Transition?

Allan Rubin 65x85summit-white-houseBy Allan Rubin, Vice President of Marketing, Arrow Enterprise Computing Solutions

A new administration always brings change in Washington. But how will a Trump or Clinton White House affect the government IT market? We won’t know for sure until a few months in, maybe even a year.

That’s exactly why immixGroup’s upcoming Government IT Sales Summit includes a session on Taming the Transition: Marketing & Sales Tactics for a Year of Turnover. I’ll be moderating a panel of speakers with years of experience in government marketing and navigating presidential transitions.

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3 Ways the Government’s Event Rules May Be Changing

Allan Rubin 65x85GovEvents_052516By Allan Rubin, Vice President of Marketing

Federal IT professionals in the DC area have no excuse for going hungry. Are breakfast muffins, rubber chicken lunches, and mini crab cakes served on toothpicks all staples in your diet? You can find them at a sponsored federal IT event, trade show, or conference pretty much any day of the week. Maybe even a glass of cheap Pinot if you’re lucky.

Like most IT companies that do business with the government, immixGroup has a busy calendar of marketing events. That’s why we’re closely watching a proposed rule that could change our (and your) event marketing plans.

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Slow Week in the Office? Watch On-Demand Sessions from the Government IT Sales Summit!

by Allan Rubin, Vice President, Marketing Allan Rubin 65x85

immixGroup’s 2nd Annual Government IT Sales Summit is done, but thanks to the magic of Al Gore and Tim Berners-Lee, it lives on forever on the Web (well maybe not forever).

This year’s event attracted nearly 1,000 sales, marketing, channel, and business executives from the public sector IT community who all came with one purpose: to get real-world perspectives and actionable information that helps them increase their government sales.

Since many of you tried but failed to be in two places at once, we’ve got a treat for you:  video and audio recordings of all 19 sessions (as well as downloadable presentations) are now available on demand at immixgroup.com/summit2015.

Sessions explore everything from the newest technology developments in Big Data, Cybersecurity, and The Internet of Things to the latest government IT priorities and what they mean for technology companies that sell their products to the government. Watch the keynote address by Walter Isaacson (highly recommended), panel discussions led by government IT leaders, and the 11th Annual DOD and Civilian Budget Briefings (our most popular sessions by far)— anytime, anywhere.

If you’ve got some extra time to kill over the holidays, grab a notepad and check out some of the videos. They’ll help you start strong in January.

4 Steps to More Effective Content and Social Media Programs

photo_Allan-Rubin_65x85Many marketers fall Social Media Stepsvictim to common mistakes that ultimately doom their content marketing and social media efforts. The first step in overcoming these obstacles is to recognize them and plan accordingly. I’m covering these in greater depth on my upcoming panel discussion on November 20 at the Government IT Sales Summit. Until then, here are four best practices you must consider before you put your company’s resources (and your career prospects) on the line.

1) Meet Your Audience Where It Lives

Your Facebook page and Twitter feed are probably bursting with information about how great your company is. But unless you’re consistently giving your customers and prospects something of value, it’s unlikely your audience is paying attention to your messages there (even if they “like” or “follow” you).

To view the full post view the Federal Marketing Insights blog.

The Government’s Buying Season is Over…Now What?

Photo of Allan RubinAs we turned the corner on a new government fiscal year, the editors of FedPulse asked me to share some thoughts on what technology companies will face in the year ahead — and how they should prepare.

This led me to a few questions. What happens next? Will a busy September (actually, a couple of very strong months for many of us) lead to continued strength in the year ahead? Or should we expect an immediate drop-off now that the September rush has passed?

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Sales & Marketing: It’s Time to “Socialize” Together

Photo of Allan RubinI hear a lot of marketers express mixed feelings on their social media and content marketing programs. They’re excited by what they’ve produced but frustrated by the difficulty in measuring any meaningful impact from their efforts.

One area that is critical to success is closer collaboration between marketing and sales. In a previous blog post I wrote about how reliant marketers are on their colleagues in sales to distribute content and marketing materials. I explored this in greater depth in a new guest blog post I wrote for Federal Marketing Insights and I wanted to share it with you.

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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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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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Are You Following the Government’s Gift Rules?

Photo of Allan RubinMaybe it’s the summer or the result of a stronger economy, but lately it seems I’m constantly reminded of a major difference between business-to-government (B2G) and business-to-business (B2B) marketing: the gift rules and restrictions. It struck me yesterday when I received a Starbucks gift card in the mail from a B2B vendor with whom I’d never spoken or met. (Side note: I was amazed that this vendor neglected to include a business card or simple contact information so I could easily thank him/her, but that’s another story.)

My job title and (incorrect) assumption that I control a massive marketing budget have earned me unsolicited Amazon gift cards, invitations to fancy meals and sporting events, gadgets, and other blatant attempts to buy a meeting with me, all in the interest of pitching a new marketing software package or service offering.

Hey, I’m not knocking it. When I worked exclusively in B2B marketing, I did it too, and it often worked. But in B2G marketing, it’s not that simple.

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