6 ways to transition to the new administration

December 12, 2016 by Leave a comment

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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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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4 Steps to More Effective Content and Social Media Programs

November 17, 2014 by 1 Comment

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.

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

October 17, 2014 by 1 Comment

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)

September 26, 2014 by Leave a comment

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)

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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