Most valuable types of information you can provide to government IT decision-makers

September 23, 2021 by Leave a comment

By Jimmy Baker, Public Sector Marketing Strategist

The last federal fiscal year was truly one for the history books and COVID-19 has changed the way government decision-makers receive and monitor information.

Like many marketing professionals around the country, I stay up to date on the latest trends in government policy, spending and marketing. With a FY22 technology budget of approximately $95B, I want to make sure the assets I create deliver value and resonate with government stakeholders.  

For the last several years, Market Connections has published the Content Marketing Review. This study is truly one of the best surveys out there on what and where the public sector is going for information. This report takes the time to break down the differences (in terms of content preference) between the federal government, state and local government and the education marketplaces.  

Here are the top three things I learned about the federal government from the 2021 Content Marketing Review:  

  1. 81% of government leaders will read research reports 
  2. 72% of government leaders will read white papers 
  3. 61% of government leaders attend webinars 

We have all heard the phrase “content is king.” However, the government needs some precise information before looking at a vendor’s content. This report provides vital insights and details that is a must read to anyone that markets and sells technology products and services to the public sector.  

Please make plans to read my blog next month as I interview Market Connection’s Mari Canizales Coache and go deeper into the results of the latest surveys on where government decision-makers go to learn more about technology products and services.  

Keep on top of the latest trends in government IT. Subscribe to immixGroup’s Government Sales Insider blog now!

Learn more about Market Connections’ 2021 Content Market Review.

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The A-Z Guide to Government Marketing – Part Three

December 19, 2014 by Leave a comment

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

In The A-Z B2G MarketingGuide to Government Marketing – Part One and The A-Z Guide to Government Marketing – Part Two I provided marketing insights for letters A-S that explored multiple marketing niches including content production, automation strategy, digital best practices, and more.

Below is the third and final installment of The A-Z Guide to Government Marketing series — letters T-Z of the ABC’s of Government Marketing:

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The A-Z Guide to Government Marketing – Part Two

December 11, 2014 by Leave a comment

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

In The A-Z Marketing PuzzleGuide to Government Marketing – Part One, I covered letters A-M, and while most sequels tend to underwhelm, i.e. Ocean’s Twelve or Caddyshack II, I believe the sequel to my A-Z Marketing  – Part One will be equally as impactful.

So, here they are, letters N-S of the ABC’s of Government Marketing:

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The A-Z Guide to Government Marketing – Part One

December 2, 2014 by Leave a comment

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

Any marketing campaignB2G Marketing has several factors, from strategy to execution that can make or break the campaign; this is especially true in the realm of B2G. In an environment where interactions are regulated and touch points are at a premium, every detail must be considered for your campaign to be effective.

Therefore, what better way to focus on those details than to go back to the basics — the ABC’s of government marketing.

So, here they are, letters A-M of the ABC’s of government marketing:

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Is Content King in B2G Marketing? (Part 1)

September 19, 2014 by 4 Comments

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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Five Creative Ways to Reach the Federal Government

July 9, 2014 by Leave a comment

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

One common trend we have expounded upon in length recently is the shrinking number of touchpoints with both C-level and end-user government personnel, due in large part to the reduction in travel to conferences and events. Understanding where these “govies” go for information is one great way to ensure that you are reaching them and that your message is being seen or heard.

BlogPost_MainPageImageFollowing a review of the 2014 Federal Media & Marketing Study, which highlighted key trends for where and how
Federal government employees consume content and information, some interesting information came out of it. For one, statistics from the report noted that print is not dead in the Federal market. While circulations have decreased in the past decade, publications including Government Executive and Federal Times are still being heavily read. In fact, nearly half of all surveyed read both of these publications. Additionally, with 80% of “govies” utilizing their mobile device for information, this can be a unique way to reach them like never before.

Here are five other creative ways to reach the Federal government audience in places they are engaging within.

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Marketing Tips for Recruiting Public Sector Channel Partners

May 19, 2014 by Leave a comment

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

Channel partners can grow a manufacturer’s sales and spread its message about products or services. But to have an effective channel partner program, manufacturers must recruit the right channel partners to achieve their goals.

Brian Public Sector Blog

As a technology manufacturer, you may know what you require in a channel partner. But how do you find the right partners for your program?

Like most marketing activities, you need a list of potential prospects. There are two primary ways to get there: generate your own list from research and recruitment activities, or obtain an existing list from someone else.

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Five Tips for Effective Content Marketing Campaigns

April 23, 2014 by 1 Comment

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

5-Simple-Tips-to-Help-Your-Content-Marketing-Strategy

No matter who you are targeting within the Government, there is a diminishing availability of reaching your audience, which makes every touchpoint you have with them important. Figuring out the type of information these prospects are looking for can be tricky, but if executed effectively can go a long way to optimizing your marketing efforts.

Here are five content marketing tips to consider when trying to enhance your marketing efforts:

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Are Your Customers Cut Off from the Outside World?

February 13, 2014 by 1 Comment

Photo of Allan Rubinby Allan Rubin, Vice President, Marketing

 What a winter. DC is shutting down more frequently. Regular routes are impassable. The people you need to reach are unable to travel, meet face-to-face, or interact without the use of electronic or telephonic means. And those lines of communication are getting more and more overwhelmed.

DCSnowOh, I’m not talking about the current snowstorm that’s pummeling the Washington metro region (again) or the institutional government shutdown we faced in October. The storm to which I refer is equally treacherous for government marketing and sales professionals. It’s the one that keeps our prospects and customers from attending conferences, speaking at your events, accepting meeting requests, or interacting with you in a consistent, predictable, and productive way.

Washington Technology recently published its Insider Report on 2014 Trends in Government Purchasing. The report is based on an extensive survey of government officials in which they were asked about purchasing plans in areas such as cyber security, infrastructure, and mobility, as well as anticipated challenges for the coming year.

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