Making and keeping new federal program year resolutions is often more an art than a science. Federal marketers considering a new approach to vendor partnerships with government agencies are now making plans to go live in 2022. Our government marketing sector wants a sobering examination of what works, and what will work as we look to 2022 and beyond.
2022 Resolutions – What Next?
As the world’s largest single consumer, the US federal government spends more than $650 billion on products and services each year. To ensure your company has a chance to stand out in the government market, Lisa Shay Mundt and Amber Hart, founders of The Pulse of GovCon, a consulting firm for government contractors, presented some important considerations during the State University Marketing Conference, GAIN 2021..
The best way to impress a potential client is to demonstrate your company’s expertise:
- Create white papers It highlights past performance and draws attention to success stories and lessons learned.
- Keep your website updated By highlighting the services you are bidding on based on the type of contract you are seeking. You want to prove that your company is qualified for the work you are seeking.
- Don’t make your company communications complicated. If your company sells heavy-duty flashlights, don’t say you sell tactical lighting hardware. Keep it simple.
- Uses webinars To schedule open demos
- Finally, know your audience And appeal to them in their own language.
They recommend a customized approach for each federal agency, program, initiative, or decision maker you target. You wouldn’t approach the US Navy in the same way you would target the State Department. Marketing materials should be specific to your audience. Make sure you know the appropriate keywords, terminology, and language for each agency before making a call.
Increase sales and build your government career
Rao Onava, Ph.D., Dean of the Graduate School of Management, University of California, Davis, and Board Member of the American Marketing Association shared his thoughts on what government marketers need to do to gain the recognition of corporate leaders and become part of the important decision-making process that occurs in every company.
Unnava suggests that marketers explain how their marketing strategies help the company achieve its strategic goals.
Once your stakeholders see that they need your guidance and support to succeed, you will be seen as a team leader and an integral part of the decision-making process. He said that government services marketing teams can gain recognition and engagement from corporate stakeholders by going outside their organization to consult with government marketing experts. An experienced government marketing consultant can give you a much-needed outside perspective to identify strengths and areas for improvement in your strategic plan.
Do your homework with Intel Market
In just under two years, there have been dramatic changes in how government operates and how industry and government collaborate and work together to overcome the challenges of delivering programs, benefits, and services to citizens. Government agencies are on the front lines of combating the multifaceted crises of the ongoing COVID-19 pandemic, natural disasters, and resettlement of Afghan refugees to cyber attacks against our nation’s critical infrastructure. As the challenges become more complex, the need for new and emerging technologies that can solve problems in real time is becoming urgent.
During the GAIN 2021 conference, a panel of experts discussed the trends shaping the public sector market, from policies and initiatives to procurement and technology. Market Intelligence: An Insight into the Public Sector Market focuses on these movements. One of the most important things to benefit from is that digitization is a huge priority for the government.
“We need security solutions built into solutions from the start, especially identity management with a distributed workforce,” said Troy Schneider, general manager of government technology brands at GovExec, the parent company of Washington Technology. “There is more that needs to be done digitally to manage users and secure their interaction with the government.”
Define marketing objectives
During the GAIN 2021 session, “Rethink Your Playbook: 9 Steps to Develop a Coherent Annual Marketing Strategy,” a panel of B2G marketing experts presented a roadmap for marketers to follow to increase their earnings in the public sector.
“Start with the bottom line in mind and outline what you are trying to achieve,” said Stacey Outlaw, senior vice president of marketing and global staff insurance for public agency employees. “Choose three to five major goals you want to achieve.”
When setting goals, it is important to make sure that they are realistic and measurable. Plan for the next six to eighteen months. Set deadlines for each goal and monitor your progress, and be prepared to realign as government missions change course.
“Look at the activities of the past year and review what worked, what you need to continue doing, what you need to stop doing, and what you should start doing,” said Lisa DeLuca, Cisco’s Senior Director of Public Sector Marketing. . “I recommend doing this process on a quarterly basis.”
Make it personal – focus on the fun of communication
Marketing for the public sector is unique and complex. Agencies, constantly tackling society’s biggest challenges, require workforces and budgets that rival the large private sector firms. They operate in a distinct regulatory environment designed to ensure security and open and fair competition, while maximizing taxpayer money.
Each agency has a different organizational structure and mission objective. Government clients want to deal with a trusted partner who understands what they need. You will find joy in the mission of public service and in the knowledge that your organization solves some of our nation’s most complex problems.