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Avoid business-to-government marketing pitfalls
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Business-to-government (and business-to-business) marketing is most effective when it communicates value. The best B2G marketing is based on compelling content focused on problems solved and clear solutions offered. Read more about why content-rich marketing materials will reign in 2009.
Government decision makers and the corporate C-suite alike tell us all the time that they read resources that help them and their teams be more effective. Examples of such resources include content-rich newsletters, bylined/contributed articles, case studies, blogs, analyst reports, and white papers. For all of your content-driven materials, ask yourself: how does this help the decision maker do his or her job?
The credibility valuable content builds is paramount for companies selling professional services and products to the government. But remember, this initiative won’t be successful if materials are simply sent off blindly to an overflowing inbox of an unwitting recipient. Rather, these resources will serve as door busters for your business develop teams. And they will serve as incentives to use at different points in the sales cycle.
If you don’t have one already, create a library of powerful, valuable materials for your business development team.
Want to learn more about B2G marketing? Join me at The ASBC’s 5th Anniversary Conference and Gala April 23, 2009 in Vienna, VA. I’ll be presenting on “11 Essential Steps for Marketing to Government.”
Read more about how the ASBC conference will help you do business with the government. And visit q2marketing.com for more B2B and B2G marketing insight.
For more info: Selling to government?
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