Wednesday, February 16, 2011

Five “Must Do’s” for B2G Marketers in 2011

In bad economic times, marketing budgets suffer. So what do B2G marketers need to focus on to stay ahead of the curve, to be able to defend your marketing budget and program, and make solid contributions yo your organization?

Visibility for your company, product or service does not happen by itself. Here are five areas you must focus on to ensure your marketing program remains a big corporate contributor.

1) Aligning marketing programs with sales and business development (BD) goals. While this may seem like a 'no brainer', it is surprising how many marketing programs are not aligned aligned with sales or BD goals, While the use of all the new, cool web 2.0 tools is fun and exciting, if they are not supporting specific sales or BD efforts, they may not be contributing to the bottom line. Marketing must attend all sales meetings to better understand the needs and requirements of both inbound and field sales. input from sales on things like event participation is a major key to success.

2) Speaking of web 2.o tools, they can be both cool and useful, if deployed properly. For example, much has been written about the use of webinars as a sales support tool, and webinars can be a great lead generator, if they are done properly. Often in the excitement of deploying a new technology, the technology is not always used to its best advantage. Selecting the right web 2.0 tools is step one, using them to effectively support specific corporate goals is job two. In order to maximize the value of each tool, you have to understand all the nuances of the tool. One example is blogs. Anyone can deploy a blog literally in a matter of minutes. But writing a good blog is not simple and driving traffic to your blog does not happen by itself. Thee other web 2.0 tools require the same care in selection and deployment, including podcasts, videos, social networks and more.

3) Content is extremely valuable, and it can be deployed using the web 2.0 tool just discussed, as well as by more traditional methods, including your web site, white papers, collateral material, speaking at live events and more. Content is a great support tool for both sales and BD, and it lays the groundwork for developing a thought leadership platform within the market.

4) Networking, both face-to-face and virtual, is the best way to develop the relationships critical to success in the government market. but there are hundreds of venues where you can network, so deciding where to network and then learning how to network are crucial. What are the venues best suited to your sales and BD personnel, and how can you support them once the venues are identified.

5) PR remains a key component of the overall marketing program, but the venues here are shifting and morphing as well, seemingly on a daily basis. But the fact remains that being interviewed or cited in the right publication, blog or radio show (traditional radio or web) bestows on you a mantle of authority: if you are the one interviewed or quoted, you are obviously the expert. Good PR gives you a credibility that advertising cannot buy. So again, selecting the right venues and getting noticed by them is a big key to the success of your marketing program.

Need more?

Attend Government Marketing Best Practices 2011 at the Mason Inn on the campus of George Mason University. There are two sessions: March 9 and March 22, both from 7:30 AM- 4:30 PM.

Government Marketing Best Practices is now part of the Government Market Master certificate program at the School of Management at George Mason University.

Register today and use this code for a $50 discount: AYGMM

March 9:

March 22

Monday, February 7, 2011

Government Marketing Best Practices (the seminar) returns!

An all new Government Marketing Best Practices (GMBP) seminar is coming in March -

March 9 and March 22 (same seminar, two dates to choose from) at the George Mason Inn on campus at George Mason University.

Pick your date and register here (use AYGMM for a $50 early bird discount) ---

March 9:

March 22:

This is an all-new full day session and will cover-

- challenges facing both B2G marketing as it evolves and B2G marketing professionals;
- government marketing tactics that are working today (PR techniques, white papers, radio, social media/web 2.0, and more);
- how to get PR in print, on air and online;
- aligning marketing programs with sales goals;
- developing and using content as a marketing tool and lead generator;
- selecting and using the right web 2.0 tools for you: social networks, blogs, podcasts, video and more;
- online and offline networking- finding the best places to spend your time and talent;
- demonstrations and tools for market research and much more!

Both sessions will feature industry professionals including

Mark Amtower (co-Director, Government Market Master program),
Fred Diamond (Diamond Marketing),
Marc Hausman (Strategic Communications),
Tim Moran (GovSearch),
David Powell (Federal Buisness Council),
Nick Wakeman (Washington Technology),
Jeff White (Deltek/GovWin),
Jayna Kliner (Welz & Weisel Communications),
Francis Rose (Federal News Radio),
Michael Ponticelli (Bisnow FedTech),
Scott Friedlander (former CEO of GTSI),
Bob Gosselin (Virtual Computing Environment- VCE),
Kevin Young (co-Director, Government Market Master program),
Guy Timberlake (The American Small Business Coalition)
and more!

Why at George Mason? Government Marketing Best Practices is now part of the Government Market Master certificate program at the George Mason School of Management.

ALL participants receive a Certificate of Participation from the Government Market Master program and the School of Management at George Mason University.

We have brought the Government Market Master program to George Mason University's School of Management to bring a new level of professionalism to the training of B2G sales, marketing and business development professionals and to reduce doubt on the part of the purchasers (companies and individuals) of this training.

While there are many truly good sources for training in the government market, there are also some that simply are not. By partnering with George Mason, we are raising the bar and reducing the doubt many potential students face when selecting a source for their continuing education.

We anticipate government contractors, both large and small, will recognize the value of a current or potential employee who has a certificate- or multiple certificates, from an internationally recognized University like George Mason and a leader in the government marketing arena, like Amtower & Company and the Government Market Master program.

Join us for our inaugural seminars on March 9 and March 22.


7:30- 8:00 Continental breakfast & networking

8:00-8:15 Welcome & opening remarks

8:15-9:00 Panel- Challenges facing the B2G marketing: budget issues, evolving web 2.0 tools, social media policy and use, and more. (Mark Amtower, Bob Gosselin, Scott Friedlander)

9:00-9:45: B2G marketing tactics that are working today- PR, white papers, events, blogs, podcasts, video, webinars and more. (Mark Amtower)

9:45-10:00: break & demos

10:00-11:00: PR/Press panel - how to get more than your fair share of press (traditional & virtual) and air time. (Kevin Young, Nick Wakeman, Francis Rose, Michael Ponticelli)

11:00-11:45: Aligning sales & marketing. (Fred Diamond)

11:45-12:30: lunch & demos

12:30- 1:15: Content as a marketing tool. (Marc Hausman)

1:15-2:15: Web 2.0 panel- how to select & deploy the tools- blogs, social networks, webinars, podcasts & more. (Mark Amtower, Marc Hausman, Jayna Kliner)

2:15-2:30: break & demos

2:30-3:30: Networking panel- virtual and face-to-face. Where & how to build relationships that pay dividends. (David Powell, Jeff White, Guy Timberlake, Tim Moran)

3:30-4:30: Twenty-one tactical tips form the front lines, action items you can use today. (Amtower, Marc Hausman, Jayna Kliner, Guy Timberlake)

4:30-5:00: networking & demos, adjourn.