Friday, May 6, 2016

July 21- Save the Date! Federal Channels- Government Marketing Best Practices 2020

Join us July 21 for Federal Channels: Government Marketing Best Practices 2020.

Federal Channels theme for 2016: Government Marketing Best Practices 2020: 2020 is your eyesight, viewing the market clearly for what works at present. As we all know, 2020 hindsight is always dead-on, but we use hindsight to what old tactics remain valuable and to see how they have morphed over time. Finally, we are looking forward to the year 2020- when none of us really knows what marketing will look like!
Government Marketing Best Practices was the first book to address marketing to the government as a discipline. The book was born out a seminar of the same name, which is still the premier Amtower & Company workshop and a cornerstone for the Government Market Master Continuing professional Education program.
The new book version of Government Marketing Best Practices 2020 will be provided to all attenders of Federal Channels.

The conference is at the Bolger Conference Center in Potomac, Maryland- see below for details.

Our Board of Advisors has helped create a strong program.

Mark Amtower
Amtower & Company

Lou Anne Brossman
Founder, Government Marketing University

Mark Meudt
VP, Communications, GDIT

David Powell
COO, Federal Business Council

Allan Rubin
VP Marketing, immixGroup

Kerry Simon Rea
President, GovEvents

We will have great speakers from the front lines of the government market, great networking and exhibits and tactics and strategies you can use immediately.

Current sponsors include

Federal News Radio

Government Market Master
Continuing Professional Education

Government Marketing University


Carl Dickson's PropLibrary

Register in May for the "early bird" investment of $245;

$295 starting June 1.

Register today!

Limited sponsorships and exhibit opportunities available.  

Agenda (subject to change)

8:00 - 8:50 AM:  Registration, networking, continental breakfast

8:50 - 9:00 AM: Introduction

9:00 - 10:00 AM: What is driving your market?

Where do you fit?  What pain points are driving decision making within your intended government market?    Understanding the nuances driving decisions affecting your products.  This session will present current trends research and a methodology you can use to analyze key factors within the federal market for your products.

10:00 - 10:15 AM: Refreshment break, exhibits, networking

10:15 - 11:15 AM: Differentiate or Die
This session will focus on separating yourself, your company and your product from the extremely "noisy" federal marketplace.  By effectively differentiating, you gain greater visibility and improve positioning with intended customers.

11:15 AM- 12:15 PM: The New Rules of B2G Social Media Marketing
Social media continues to evolve as a tool for sellers and marketers.  Using it effectively requires awareness of the changes and the “New Rules” in that determine success.  This session will provide an overview of the current landscape for using social media tools for Business-to-Government marketing, and will provide tools for immediate use.

12:15- 1:00 PM - Lunch, exhibits, networking

1:00- 2:00 PM - Engaging Your Customer - F2F & Online
The government is a relationship
driven market.  People buy from people they know, people they like and people they trust.  Methodologies for engagement, connecting with the federal customer in a meaningful way, will be presented.  Practical tools for implementation will be provided.

2:00-2:15 PM: Refreshment break, exhibits, networking

2:15-3:15 PM: Marketing Your MAC (Multiple Award Contract)
You’ve been awarded a GWAC, IDIQ, GSA Schedule or some other contract vehicle.  Now what?  This session will cover practical tools you can use immediately to drive business to, and through, your contract.

3:15-4:15 PM: Wrap-up Panel: Q&A 

Don't wait- register now!

Our Venue: The Bolger Conference Center is a full service conference center and hotel in Potomac Maryland, convenient to Virginia, Washington DC and the Maryland suburbs.

Guest rooms are available for those attending from out of town.

Saturday, January 23, 2016

Q1 & Q2 Government Market Master workshops: February-June, 2016

The Government Market Master program offers six workshops designed to help you become a true master at marketing to the government. Each session is offered at least once each quarter in Columbia Maryland, with occasional sessions in Tysons Corner at the Centre Law training facility. 

Those completing of all six workshops are awarded a Government Market Master certification

All workshops are led by the "Godfather" of government marketing, Mark Amtower. Amtower is the author of Government Marketing Best Practices (Government Market Press, 2005), Selling to the Government (John Wiley & Sons, 2011), host of Amtower Off Center on Federal News Radio (1500AM and www.FederalNewsRadio.,com ), columnist at  and consultant to many leading government contractors, large and small.

Feb 4, 2016, 1:00 -5:00pm: B
uilding the Thought Leader/SME Platform

Feb 18, 1:00-5:00pm: B2G Market Research 101

March 3, 2016, 1:00-5:00pm: Mastering PR and Company Promotion

March 17, 1:00-5:00pm: B2G Content Marketing Boot Camp

March 23, 8:30am - 12:30pm: Linkedin for GovCon- TYSONS CORNER

Thurs April 21, 8am-noon: Government Marketing Best Practices

April 28, 8:30am - 12:30pm:  B2G Content Marketing Boot Camp - TYSONS CORNER 

Thurs May 12,  8am-noon: Building the Thought Leader/Subject Matter Expert Platform;ch=

Thurs June 16, 8am-noon: B2G Content Marketing Boot Camp 

Call or email with any questions.  301 854 9493

Thursday, December 3, 2015

Get Your B2G Marketing Certification in 2016

2016 Government Market Master Q1 Workshops

Does your marketing program pay dividends? 

Does it support your sales and BD efforts in ways that lead to contracts, task orders, and Schedule sales?

Ever "no bid" because the customer doesn't know you? 

It's time to get on the customer's radar, showcase your expertise and win more business.

Amtower & Company’s Government Market Master (GMM) Continuing Professional Education program is the premier program offering certification for B2G marketing professionals. Amtower & Company seminars have been attended by over 10,000 B2G professionals since 1991.

GMM offers two workshops every month in Columbia MD, and there are six workshops in the program. 

You can get your Government Market Master certification in 3 months!

We only allow 16 attendees per workshop, so register early. Call for group rates. These workshops are also available as in-house sessions.

January 6, 2016, 1:00-5:00 pm:  LinkedIn for GovCon:

January 20, 2016, 1:00-5:00 pm: Government Marketing Best Practices:

Feb 4, 2016, 1:00-5:00 pm: Building the Thought Leader/SME Platform:

Feb 18, 2016, 1:00-5:00 pm: B2G Market Research 101:

March 3, 2016, 1:00-5:00 pm: Mastering PR and Company Promotion:

March 17, 2016, 1:00-5:00 pm: B2G Content Marketing Boot Camp:

Email me for complete details and group rates. Individual seats are $295.

GMM workshops are held at the

Maryland Center for Entrepreneurship
9250 Bendix Road
Columbia MD 21045

Questions? Call me @ 301 854 9493 or email

Sunday, November 8, 2015

These are a few of my favorite things…

I have lost business because occasionally I talk too much. Recently during an initial meeting with a potential client, I gave them enough information to start without me.  It has happened before...
I hate when that happens.
But I'll tell you why it happens. It happens because I love what I do and I love sharing with people. And sometimes I can't shut up...
My favorite (business) things to do include reading, writing, thinking and speaking. Each of these works together to help me 1) understand more about this market and 2) provide me venues for sharing what I find. Both of these, in turn, put me in a position to get feedback on what I share.
Each of these also ties into why I started the Government Market Master continuing professional education program.

Since the early 1990s my seminars have been showing up on resumes. I produced my first seminar early in 1991 because no one was offering seminars on marketing to the government. So I did. And I have not stopped in the last 25 years.
As the market evolved and the marketing tactics altered, my seminars adapted to those changes. In the early days the content was PR, events, direct mail and content. Yes, content. I was fascinated by the hardcopy newsletters mailed out by Cullinet Federal, Bohdan Associates and others. These were full of case studies and "how to" articles which everyone found useful.
I was so inspired that I started my own newsletter in 1992. Soon I was writing articles for marketing publications and government trade publications.
By the early 2000s Government Marketing Best Practices (GMBP) was born- the seminar, not the book. In 2005 the book came, but even then every time I offered the session I had to update it as tactics were continuously evolving.

The first "web 2.0" version was in July, 2008. I recorded the session and I'm glad I did, because I predicted that those who did not adopt social media and social networking were doomed.
As the market continued to morph I saw that GMBP was not enough, so I expanded it into several different sessions to offer government marketing professionals a broad range of deep dive workshops:
-         Government Marketing Best Practices
-         LinkedIn for GovCon
-         B2G Content Boot Camp
-         B2G Market Research 101
-         Mastering PR and Company Promotion for Contractors
-         Building the Thought Leader/Subject Matter Expert Platform

And like GMBP, each of these is updated before each session because I want to make sure those who spend their time and money with me get the best value possible.
These sessions are the result of a few of my favorite things: reading, writing, speaking and thinking.
And because I can’t stop talking…

Feel free to call or email for workshop details:  or 301 854 9493

Tuesday, August 4, 2015

Government Market Master Continuing Professional Education Program (GMM)

Government Market Master Continuing Professional Education Program (GMM)
The Government Market Master continuing professional education program (GMM) is a certificate program dedicated to providing the highest quality education for the government contracting community. The mission of GMM is to facilitate the educational and professional development of marketing and business development professionals in the government contracting community and provide a forum for online and offline networking.

The program consists of six 4-hour workshops focused on various aspects of GovCon marketing: marketing best practices, PR and media relations, market research, content marketing, building a thought leader/SME platform, and leveraging social media, especially LinkedIn.

After successfully completing six sessions, the attendee receives the Government Market Master Professional Certification. Annual re-certification is required but only requires attending one course- Government Marketing Best Practices. Those re-certifying get a 20% discount on the class.

All workshops are conducted by Mark Amtower, author of Government Marketing Best Practices (2005) and Selling to the Government (2011). He has written a monthly column for Washington Technology since 2009 and his radio show, Amtower Off Center  was the first broadcast media show to address the concerns of the government contracting community. Amtower is widely recognized as a leading expert of marketing to the government.

GMM workshops are held at the Maryland Center for Entrepreneurship, 9250 Bendix Road, Columbia, Maryland, 21045. In October of 2015, we will start offering a sessions per month allowing prospective candidates to finish all six workshops in three months.

There are only 16 seats available for each workshop, so reserve your seat today.

Each session is available as an in-house session. 

Call or email for details:   301 854 9493

The fall 2015 GMM schedule is:

October 7, 2pm-6pm: LinkedIn for GovCon -

Oct 15, 8am-noon: Government Marketing Best Practices -

Nov 4, 8am-noon: Building the Thought Leader/SME Platform -  

Nov 11, 8am-noon: Market Research 101 -

Dec 9, 8am-noon: B2G Content Boot Camp -

Dec 16, 8am-noon: Mastering PR and Company Promotion for Contractors -

2016 Dates tba:

January 2016:  LinkedIn for GovCon

January 2016: Government Marketing Best Practices

Feb 2016: Building the Thought Leader/SME Platform

Feb 2016: Market Research 101

March 2016: Mastering PR & Company Promotion for Small Contractors

March 2016: B2G Content Boot Camp

We will be offering limited sponsorships soon. 

Contact me with any questions:

Mark Amtower    301 854 9493

Monday, June 8, 2015

Government Market Master Continuing Professional Education for Marketing & BD

The government contracting market has experienced dramatic changes, arguably more over the past few years than the preceding few decades. LPTA, FSSI, and more GWACs are just the tip of the iceberg.
Competition for business via Schedules, GWACs, IDIQs and RFPs is more intense than ever before.
Add to that the radical and continuing changes in marketing to the government with the shrinking of some traditional venues (trade publications and big events) and the emergence of web 2.0 tools like webinars, blogs, videos, podcasts and LinkedIn.

How are you going to survive and thrive in this new environment?

The Government Market Master program is designed to do one thing very well: provide an ongoing educational forum for government contractors who want to succeed by providing key employees with the resources and industry best marketing practices they need. These include tools and tactics to cost-efficiently market and position the company, methods to expand their respective networks, connect to key decision makers in both client agencies and business partner companies, build subject matter expert platforms, and to fill the pipeline for their respective companies with the most qualified leads available.

Government Market Master Certification Program

Amtower & Company offered the first GovCon marketing seminar in January 1991. Late the evening prior to the event an ice storm hit the DC area. Of the 91 people registered, over 80 showed up. Our seminars started showing up on resumes as early as 1994. 

Mark Amtower is recognized across the government contracting community as a leading provider of B2G marketing advice and education.

We are formalizing our educational offering into the first certification program for B2G marketing professionals under the Government Market Master Continuing Professional Education program.  The Government Market Master program will offer workshops on the current best practices for what is working in B2G marketing. 

We offer seminars and workshops every month on topics pertinent to business development and marketing professionals, topics directly impacting the government contracting community. Our faculty and advisors are among the best the market has to offer. GMMF certificates will be awarded for each session attended and a Government Market Master Certification is awarded to those completing the seven workshops.

The certification will require attendance and participation in six 4-hour workshops:

August 12 Differentiation and Developing a Subject Matter Expert Platform Workshop 

September 9 PR/Media Relations & Communicating Your Message via Social Media

 October 14 Government Marketing Best Practices Workshop (GMBP)

November 11 B2G Market Research 101

December 9 B2G Content Marketing Workshop

Jan 2016  LinkedIn for GovCon

Each session will be offered at least three times each year, starting in July, 2015. The certification requirements must be met within 18 months of your first session. To maintain the certification, attendance is required at GMBP once each year thereafter. 

Those who have attended LinkedIn for GovCon or GMBP in 2015 will have these sessions grand-fathered into their requirements.

We believe that ongoing professional education will enhance the ability of our attendees to define and maintain a competitive edge by getting a broader picture of what is working across the B2G market and applying what they learn to their specific companies. Educated employees are more productive, better motivated and are more likely to stay with their current employer.

Our goal is to become the preferred continuing professional education source for professionals engaged in marketing to the government.

Workshop schedules will be posted at and at the Government Market Master group on LinkedIn..

All workshops are held at the Maryland Center for Entrepreneurship, 9250 Bendix Rd, Columbia MD 21045.

Workshops are also available as in-house training on a limited basis. We are currently researching options for online training.

Contact me with any questions:    

Mark Amtower     301-854-9493

Monday, May 25, 2015

Why do you need content as part of your B2G marketing?

Because you need to stand out!

Regardless of whether you sell to the government or to government contractors, you need to be more visible and more credible that your competition to make the short list of preferred vendors. If there is little or nothing that differentiates you from the competition, you will be lost in a very big crowd, overlooked and left behind.

Many contractors don't know where or how to differentiate and stand out. One of the most effective ways is to determine what your main product or service is (where you make the most money), study what is going on around that, and start commenting- producing content- on that topic. If you have other differentiators (unique processes,, stellar past performance, leading experts on staff, set-aside status, etc), you can leverage those as well.

The fastest growing companies in the government market are producing and sharing content on a regular schedule. 

Good content will help your company before, during, and after the sales process. A Forester Research study found that 67% of the buying decision is made before a customer reached out to a vendor. You need to be a part of the research that buyer is doing.

A recent study by Market Connections, Inc found that Feds use content from trusted sources to follow hot topics and trends, get education and training, and to determine current best practices. Feds tend to prefer the contractors that share good content. Developing and sharing content demonstrates your expertise in the areas where you make money.

Smaller government contractors often feel at a disadvantage when it comes to generating content, not quite understanding where or how to start.

One way to start is to look at faster growing companies, a company like immixGroup ( and see what kind of content they are sharing. immixGroup offers a variety of content: webinars, live events, white papers, blogs, enewsletters and more.

How You Can Start to Stand Out

Where do you start is the next question. LinkedIn groups are a great place to follow, comment on or start conversations, and to do research on what people are talking about. Trade publications and top blogs discuss pressing issues. You need to know what the hot issues are.

Faster growing companies know what the issues are and share more pertinent content with customers and prospects. They provide the content as white papers, blogs, case studies, webinars, videos, podcasts, enewsletters and more.

The most successful contractors target their content to specific audiences in the decision making process: end-users, influencers, procurement and others. Each piece of content is germane to someone in the buying process, but the content itself is not "salesy" - it is educational. It points the customer toward a solution to a problem.

Here are some guidelines to help you get started:

- you must be an active student of your market niche and understand the issues that concern the buyers and influencers;

- your content must have an educated point of view and offer possible solutions;

- your content needs to be delivered in multiple formats: blogs, white papers, webinars, case studies, enewsletters, etc. Select the format that allows you to deliver the content in the way(s) that your audience prefers;

- occasionally you will need to get the word out on a breaking story, and you'll need to get it out quickly. The best method for this is a blog;

- you need to develop relationships with market influencers and subject matter experts, and the media - those recognized by the market as thought leaders. There are ways to leverage their content to help your sales;

- you need to be focused on a single topics when preparing most content. Don't migrate away from your main point;

- have key staff members review the content before sharing.

If you are interested in growing your business, regardless of whether you sell to the government or to the contracting community, you need to start develooping and sharing pertinent content.

Want to get started?  Attend-

What:   B2G Content Marketing Workshop

When:  8:00 am- noon, June 10, 2015

Where: Maryland Center for Entrepreneurship in Columbia, MD

Why: Because your company needs to develop effective but inexpensive content to drive traffic to your web site, build your network of legitimate prospects and generate quality leads.

How: register here -