Will your FY 2017 Kickoff be more of the same?

What does your FY 2017 Kickoff look like?

Winning government business in 2017 will be harder than ever for smaller businesses. Getting the attention of decision makers has never been easy, so getting and staying on their radar in ways that matter will be more important than ever.

Here's what we can be certain of: 

    - we will have yet another CR

    - competition will be tougher than ever

    - LPTA and FSSI (category management) will be with us

Now ask yourself these questions:

    - Are you going to be engaging in the same marketing activities as FY 2016?

    - Have you reviewed your marketing program to make certain it supports your BD and sales?

    - Do you want the same results as last year?

There are three key activities you can employ without breaking the bank:

-         -  differentiating your company in ways that matter to buyers and influencers

-         - clearly enunciating those differentiators via the number one platform where you will be vetted - LinkedIn

-       -   supporting those differentiators by publishing and curating content germane to your customers and prospects

First, unless and until you differentiate your company in ways that matter to buyers and influencers, you will always be one of many, not a company that stands out from the crowd.

Second, after you determine your legitimate differentiators you need to clearly enunciate them through your company web site and on LinkedIn. These are the two places where you will be vetted.

Third, now that you defined your niche and have clearly enunciated the differentiators, you need to defend the position. Generating and curating content that helps customers and prospects understand the issues and solutions around your area of expertise, and demonstrates that you are a leader in the category.

I have developed a half-day workshop that will help your company define and defend areas of expertise, then reach out and share those areas with your key prospect audiences. This workshop combines elements from my three most popular workshops: LinkedIn for GovCon, Developing the Subject Matter Expert Platform and Content Marketing.

The “Kickoff” is designed to differentiate your company, leveraging LinkedIn and launch your content marketing program and develop your subject matter expert position without breaking your budget.

The Kickoff workshop will help you:

-          - determine your core skills and create a differentiated market position

-          - define the key elements of your individual and company LinkedIn profiles

-          - identify and reach out to key prospects on LinkedIn, building a focused network

-          - successfully publish on LinkedIn

-         -  create original content and develop an editorial calendar

-        -  find and curate other content

-        -  build a legitimate, differentiated position in the government market

-       -   provide you a roadmap for building and defending a subject matter expert (SME) platform

-      -   and more.

Each workshop is customized for your company and the market niche where you operate.

I am offering an introductory investment fee for the Kickoff workshop of $3,995. The investment will go up to $4,995 on December 9, 2016.

Sign up today and reserve your Kickoff workshop. A $1,000 deposit is required to reserve your workshop, with the balance due seven days prior to the workshop.

I will require two weeks to develop your workshop. After you reserve your Kickoff at the introductory rate, you can choose any date that works between now and Friday, February 3, 2017.

To reserve your workshop, call or email me today-

301 854 9493   mark@federaldirect.net

Best regards for a successful FY 2017,

Mark Amtower

www.LinkedIn.com/in/markamtower 

@amtower 

B2G Content Helps Companies Stand Out

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 stand above 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 often 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, 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 sames 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.

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 (www.immixGroup.com) 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 to do 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. 

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, enewsletters and more.


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:

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

- your content must have a strong 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, those recognized by the market as thought leaders. There are ways to leverage their content to help your sales;

- you need to be very 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 - 

http://events.r20.constantcontact.com/register/event?llr=vw6x4hsab&oeidk=a07ea93bzvu5e97751e 

The New Rules of Selling Products to the Government -Wed, March 25, 2015

Selling anything to the federal government has become more complex and more difficult in the era of reverse auctions, LPTA and FSSI.

The New Rules of Selling Products to the Government  will cut through the clutter and give you both the information you need and tactics you can use.

There is limited seating so reserve your seat TODAY by emailing Mark Amtower @ mark@FederalDirect.net.

Wed, March 25, 2015, 8:00 AM-4:00 PM - Maryland Center for Entrepreneurship in Columbia MD.

Featuring two industry icons, Larry Allen of Allen Federal - for 19 years president of the Coalition for Government Procurement, and Mark Amtower, founder of Amtower & Company and the Government Market Master Forum, this session will address 

- the new rules of product procurement, including the rollout of FSSI and how to be part of a winning team

- when (if ever) to use reverse auctions

- low-price, technically acceptable (LPTA) and how to influence the TA part of the equation

- preparing for when FSSI comes to your Schedule

- Simplified Acquisitions

- when, why and how to partner with a reseller

- what your web site really needs to attract federal buyers and get them to buy

- the best lead(list) sources

- SmartPay charge card update

- event and conference selection criteria

- association and special interest group involvement

- how to leverage social media for lead generation (including blogs, videos and podcasts)

- leveraging LinkedIn for account development

and much more.

Together Larry and Mark will provide information you can use - no platitudes, just information you can use to grow your business.

WHO SHOULD ATTEND:
VP Sales, VP Marketing, VP Communications, VP BD, Sales managers

Speaker Information

Larry Allen, president of Allen Federal, former president of the Coalition for Government Procurement and widely recognized as a leading expert on government procurement, GSA issues and the government market. Larry is a member of the SEWP advisory panel (NASA SEWP V).

Mark Amtower, founding partner, Amtower & Company, founder & director, Government Market Master Forum. Amtower has advised hundreds of companies selling products to the government since starting Amtower & Company in 1985. Collectively his clients have made tens of billions of dollars.

March 25, 2015- 8:00 AM-4:00 PM - Teqcorner in McLean, VA

Seats are $595 until COB March 6; after that they go up to $695. Lunch, snacks and beverages will be provided. All attenders receive the 100+ page workbook.

We only have room for 30 attendees- so register today to guarantee your seat!

Advanced registration is required - Call 301 854 9493  or email

markamtower@gmail.com 

Maryland Center for Entrepreneurship, 9250 Bendix Road, Columbia MD 21045

Wednesday, December 3, 2014- B2G Content Boot Camp

"Content" is a major buzzword these days, yet some do not distinguish between real content and sales material.

Whether you sell to the government, or to government contractors, good content, delivered to the right audience on a regular basis, helps you build a brand for your company and become top of mind. Being top of mind develops more qualified leads.

Small and medium size companies are struggling to stand out in the government market, to differentiate themselves from the competition.

Good content- content that delivers valuable information to potential customers, that is developed for and delivered to targeted audiences, can help you stand out to those you need to influence. 

Developing and sharing content does not have to bust your budget!

Content created properly and delivered through the right venues can

-          Help you persuade buyers and influencers

-          Make your company an information source for a particular product/service offering (yes, even products)

-          Develop the “top of mind” status that attracts both buyers and potential partners

-          Make your company a preferred source

-          And much more!

Content can take many forms, among them

-          Webinars and live events

-          Podcasts

-          Web radio

-          Media appearances

-          Video

-          Blogs

-          White papers

-          Ebooks

-          E-zines

-          Custom publications

-          And more.

You don’t need all of these, but you need to develop a platform that regularly delivers content to a defined audience if you wish to stand out and grow your business. 

And you don't need a big budget to develop a good content program.

The B2G Content Boot Camp will address these issues and more, including how to choose the format(s) best suited for you, how to create good content, then find the right venues to share it. The Boot Camp will include real-world examples and step-by-step processes to get started.

The B2G Content Boot Camp will feature expert advice on white papers, blogging, webinars, podcasts and more- each there to walk you through each step of content selection, creation and deployment. We will discuss developing content, finding other content to share, leveraging the content of partners and content delivery. Real-world examples and hands-on exercises throughout.

Among our experts:

-          Tom Temin, an industry icon, the Morning Drive co-host on Federal News Radio and formerGovernment Computer News editor. Tom is a white paper expert and ghost writer.

-          Mark Amtower, government marketing expert, author and blogger, radio host, columnist and LinkedIn guru.

-          Elizabeth Harr, "Visible Expert" and professional services marketing guru, Partner at Hinge Marketing.

We will accept only 30 attenders for the inaugural B2G Content Boot Camp.

WHO SHOULD ATTEND:

VP Sales, VP Marketing, VP Communications, VP BD

This will be an all-day session at the Maryland Center for Entrepreneurship, 9250 Bendix Road, Columbia MD 21045

Early Bird pricing is $595 for the day until Friday, November 21. then the price goes up to $695 – so reserve your seat today. Seats are selling now and we can only accept the first 30.

Registration fee includes a 100+ page workbook, beverages, snacks and pizza for a working lunch.

Contact me now to reserve your seat. markamtower@gmail.com or 301 854 9493

Details:  B2G Content Boot Camp,  

8:00am-4:30pm, Wednesday, December 3, 2014

at The Maryland Center for Entrepreneurship, 9250 Bendix Road, Columbia MD 21045 (in the Latimer Room) 

Speakers: Mark Amtower, Elizabeth Harr, Tom Temin

We will cover

1) The case for content marketing

a. What content marketing Is Not

b. Content marketing Is

- educational

- cost efficient

- search engine friendly

c. Growth and profitability 

d. Why is content necessary for B2G? 

- visibility

- credibility

- winning business

e. How and when should content be used for B2G?

- primes and subs

- agency personnel

2) Strategy

a. Overview

b. Differentiation

c. Positioning

d. Key Messages

e. Goals

f. Research

- Link to sales goals

- audience interests, pain points

- FedBizOpps

g. Content strategy – themes and topics 

h. Content strategy – resources needed 

i. Content strategy – channels and frequency 

j. Content strategy - distribution considerations

k. Social listening – monitor for trending topics germane to what you do

- Respond to emerging or breaking news

3) Creating content

a. Content audit - What can be repurposed?

b. Content platforms

i. Deeper dive with examples (content calendar)

ii. Flow content (blogs, articles, short videos)

iii. Premium content (registration required for webinars, e-books)

c. Monitoring the competition’s content

d. the role of graphics/visuals 

4) Promoting content

a. Staff engagement

b. Social media

c. Guest blogging

d. Traditional PR and getting media coverage

5) Nurture and convert 

a. Offer strategy for other content

b. email marketing

6) Metrics

a. Timeline

b. Google Analytics

c. Shares and downloads

d. Leads and contracts

7) Finding outside help 

a. How do you find and select outside services

Lessons Learned: Amtower & Company - 29 years and counting

I started Amtower & Company January 1, 1985. After stints at Government Computer News (circulation director), the Gary Slaughter Corporation (management consulting and training), Earle Palmer Brown (ad agency), I had come to two conclusions:

    - I did not like working for other people, and
    - no one was treating marketing to the government as a distinct discipline.

So I thought I'd go to work for myself. Not that I had a choice...

I started by compiling lists of key feds in certain disciplines: IRM (now known as CIO), financial, procurement, training and a few others. None of these lists were huge (the largest was about 1,200). I had a dBase software package written so I had a way to deliver the data (floppy discs!). The software produced 3 different label formats. I kept these lists up-to-date via telephone and a few key government connections, and sold them as annual subscriptions, with updates for each.

In the 1980s, direct mail was a mainstay in marketing, even in marketing to the government. After a few years of doing this I discovered a few more things. I had developed a very narrow knowledge base that few possessed- I knew how to get mail delivered inside federal agencies and I had developed a bit of a reputation ( I was the "government direct mail guy") and had started meeting a few key movers in the government contracting arena.

Around 1989 one of my list clients said she really enjoyed talking to me because I never sent a bill. Apparently my knowledge of direct mail was important to more than a few people So the consulting side of Amtower & Company was born.

In January 1991, I hosted my first B2G seminar.

The four major components of marketing in the 1980s through the early 1990s were space advertising, PR, events and direct mail.

And along the way we had FASA, FARA, ITMRA - all manner of procurement reform and the advent of the purchase card program, each of which impacted B2G marketing.

In 1994 I was retained by PRC to advise on the marketing of the 2nd GWAC ever awarded, Supermini, a 9-year $11 billion contract.

By the mid-1990s my lists started including email addresses, and my best seller became the IMPAC (now SmartPay) mailing list, which became quite large. The web was pushing its way into B2G. Netscape changed everything in August, 1995. Not only did web sites become important, but email and e-commerce gained a foothold, led by Dendy Young and Falcon Microsystems.

Fast forward to the dot-com bubble, where venture capital firms were looking for B2G portals that offered a "one-stop" shop for feds. Bad idea...

Then the bottom fell out and we started over. Except that for many in this market the bottom did not fall out, because most government contractors were not fascinated by the shiny rocks of the dot-com era, knowing full well their biggest customer was a slow adopter and would continue doing business the usual way.

My skills, however, were morphing. Lists were becoming a much smaller part of my business and the consulting side, helping companies figure out the best ways to reach key audiences, was growing. Over the years I have advised hundreds of companies and helped them earn tens of billions of dollars.

So what about those "lessons learned"? Here are a few of them:

    - There is no marketing magic bullet. Each client and situation is different, defined by the nuances that occur with the passage of time, people involved on both sides, the current procurement and budgetary environment and more. So "one size" does not fit all and never has.

    - Differentiation is now and has always been key. Your company has to demonstrate superiority in one or more ways that resonates with the customer.

    - It is possible to develop a "subject matter expert" status in virtually any niche.

    - "Content is king" is not new and has been important all along. Hardcopy newsletters to key federal audiences were used by several companies as early as 1984, and probably before that. Bohdan's TechLetter helped Compaq grow quickly in the federal arena in the late 1980s and early 1990s.

    - GSA Schedules have never been a panacea, even for products, and will be less so now.

    - Being "#1" is not a lifetime gig. Witness GTSI, the major reseller for more than a decade (1982 through the mid 1990s).  GTSI developed an attitude that bordered on arrogance. They got lazy, were bumped out of the #1 spot, then bought.

    - Marketing methods morph, and you have to provide information to influencers and buyers in multiple formats.Web 2.0 tools are critical moving forward- learn to use them.

    - Often it is necessary to tell the CEO that his concept of marketing is literally from a different era- the Montgomery Ward catalog model is dead.

    - White papers will never die.

    - Doing anything here without first doing the research is just plain dumb. Stay educated on the market nuances and trends.

    - Even with the difficulty we are currently experiencing with conferences and other events, face-to-face remains a key ingredient and events will not go away.

    - Social networking has come of age and is now an integral part of the B2G marketscape. LinkedIn especially has been adopted by feds and contractors alike and is now not simply a "must do", but a "must do well".

    - Educated salespeople are the best marketing tool. And as Fred Diamond says, if marketing is not aligned with sales goals, you are wasting money.

    - This is, and always has been, a relationship driven market. Your relationships and reputation are key to your growth as a company and as an individual.

    - The biggest lesson is not to become myopic, stuck in a marketing rut. Watch what is happening in B2C and B2B and be prepared for it as it is adopted into B2G.

And as my friend Bob Davis once said, "marketshare is rented, never owned".

29 years is just the beginning- I am not yet done...

If you are interested in seeing what works in B2G now, the now 15 year-old Government Marketing Best Practices seminar is back in February- and I hope to see you there!

Feb 11 – Government Marketing Best Practices 2014, Columbia MD -https://www.govevents.com/details/2984/government-marketing-best-practices-2014

Feb 12 – Government Marketing Best Practices 2014, McLean VA https://www.govevents.com/details/11681/government-marketing-best-practices-2014

GovCon Directions for 2014: Yahoo, Katie Couric, PlanetGov and Contractors

Yahoo announced that it hired Katie Couric as "global anchor".  Yahoo's CEO, Marissa Mayer, has said all along that the end user experience would drive her decisions. Ms Mayer is a data-driven executive who happens to be a social media maven, so it's safe to assume she knows what she is doing.

Some will undoubtedly see the hiring of Katie Couric as simply bringing on a celebrity. This would be selling both Ms Mayer and Ms Couric short. Couric is a media savvy content maven who happens to be a celebrity. She is smart and deep.

What this does for Yahoo is provide a deeper, broader content bench.

So what does this have to do with GovCon?

I open Selling to the Government with the "Tale of Two Companies", vignettes about two companies from the dot bomb era. (http://www.amazon.com/Selling-Government-Compete-Worlds-Largest/dp/047088133X/ref=sr_1_1?ie=UTF8&qid=1385502961&sr=8-1&keywords=amtower)

One of the companies, PlanetGov, got venture funding to create an information and sales portal for the government market. PlanetGov hired about 20 journalists, including Mike Causey from the Washington Post (now with Federal News Radio) to create an information portal that would attract all Feds, then have an e-commerce side which would supply those Feds with everything they needed to buy for work.

The plan was interesting, but did not make it past the demise of the dot-bomb crash.

But the company survived, and emerged as APPTIS, and now IronBow.

Content is deservedly huge in our market, and with some of the publications in dire straits, it has become necessary for contractors to generate more of their own content. This content takes the form of white papers, enews programs, webinars, podcasts, even TV and radio shows.

If the content is germane to the buyer, and helps them makes decisions about what to buy and perhaps where to buy it, the company generating the content wins.

Perhaps it wasn't the PlanetGov plan that was bad - just the timing.

Regarding writing (content) about the government market (The Waldo Factor, part 13)

On October 4, 2012 I was at an industry reception hosted by 1105 Government Media. Several of the people I met mentioned having read my articles or thoughts on multiple forums: LinkedIn, Washington Technology, my blog, even a couple of my books.

It's always flattering when someone tells me they like what I write but most of all I just like that they took the time to read what I wrote.

"Content is king" has become a catch phrase in the marketing world, and as far as it goes, it is true.

A more accurate statement would be that relevant content delivered on a consistent basis to a targeted market over a long period of time can make you stand out in any crowded field.

Writing and editing what I write helps me to think and evaluate the market we live and work in.

Putting my thoughts in various public forums affords me the opportunity to get feedback from multiple sources that I would not normally get. This feedback makes me think not only about what I have written, but about what else I can write.

In my seminars, starting in 1991, I started talking about the value of content delivered via newsletters before I started writing my own.

Shortly thereafter I co-wrote an industry newsletter with Terry Miller. It came out sporadically for about 4 years. From that, The Amtower Report was born in the mid-1990s, which was a hard-copy monthly. Early versions were rife with typos until I had my wife and in-laws proof read the copy for typos and unclear sentences. The newsletter improved greatly as a result of other eyes editing.

In 2002 The Amtower Report became a weekly email newsletter. Then it went bi-weekly, then monthly, and when I started blogging, I retired the newsletter. The e-newsletter ran from 2002-2008 (http://www.federaldirect.net/newsletterarchives.html) and became popular (over 4,000 subscribers) because of the heavy dose of attitude that was present in nearly every issue. Attitude is OK if you are not mean and you are factual. Occasionally Olga Grkavac or Anne Armstrong would let me know when I was going too far and crossing that line to "mean" or simply letting my ego run wild.

During the 1990s I started writing for several publications: Reseller Management, Government Technology Reseller, DM News, Catalog Age, Federal Computer Week,Target Marketing, Government Executive, BtoB and others. For the last three years I have written a monthly column for Washington Technology.

In 1998 the first occasional Amtower Off White Paper came out, followed by 24 more through 2004. Among these, FOSE, the "Big Bag Theory", The Creation of Myths and Marketing Myopia (http://www.federaldirect.net/offwhite21.html) is undoubtedly the most popular, documenting the size of the bags given away during the premier trade show in our market. The "battle of the bags" was discussed for a long time.

In 2005 I published my first book (Government Marketing Best Practices), and there have been two more. The latest, Selling to the Government, was published by John Wiley in December 2010.

Writing also contributed to WFED inviting me in early 2007 to host the first radio show anywhere to talk about the business of government. Nearly six years later Amtower Off Center is still on the air.

Writing has led to me being interviewed or quoted in over 200 publications and being invited to speak at over 150 industry events.

What does this have to do with you?

Exposure and name recognition.

Writing has helped me differentiate myself from most marketing professionals, consultants, and agencies and others in this market.

Why? Because I have been doing it longer and in as many venues as possible.

While most marketing consultants have blogs, few if any write for publications, or have written for more than a few years. Fewer still have written books.

Generating content that is germane to your market niche is critical to your growth.

Overused Buzz Words- The Waldo Factor, part 6

LinkedIn has released it's list of the ten most overused buzz words that show up on LinkedIn profiles, resumes, etc. In order, they are -

1) Creative
2) Organizational
3) Effective
4) Extensive experience
5) Track record           
6) Motivated
7) Innovative
8) Problem solving
9) Communication skills
10) Dynamic

Each of these terms has a use, but apparently, just about everyone likes and uses them.

Does this mean they necessarily should be removed from your profile? Not automatically, but if replacement terms can be used, you need to consider it. A simple thesaurus check in Word can yield some decent results:

Creative (original, inspired, resourceful, innovative)

Dynamic (lively, active, energetic, vibrant, self-motivated).

Your LinkedIn profile can potentially be seen by over 135,000,000 professionals, so it really needs to resonate with those you wish to influence. Feel free to be creative and experiment.

Using tired, overused terms and phrases does not make you stand out.

What can you do for 2012 to stand out in your niche?

Starting Off 2012: Boom...or a Bust (The Waldo Factor, part 5)

What are you going to resolve to do to make 2012 a boom year for you and your company?

The government contracting market is going to get even tougher in 2012. With no Congressional agreement on budget cuts, a 10% across the board cut in agency spending looms like a big, dark cloud on the horizon.  Add to that the perpetual continuing resolution that will most likely linger for yet another year and we have a massive squeeze on the contracting community.

Standing out, your ability to be found by potential partners and customers, to stand out as an expert in your niche, is critical due to the budget crunch. This is true for both companies and individuals, service companies and product vendors. Being viewed a s a subject matter expert of thought leader in your niche is more important now than ever before. Generalists will not make the cut.



Using web 2.0 tools and social networking can help.



On October 18 Market Connections released the 2nd annual "2011 Social Media in the Public Sector" study. Among many other findings, the study showed a dramatic rise in the use of social media year over year, with more than 90% of government employees using some form of social media- an increase of 41%.

Another finding was that 70% of government employees used LinkedIn and 93% of contractors were using LinkedIn, both big gains over the previous year. Market Connections study stats on how contractors use social media:

1) Marketing/promotion - 85%
2) Thought leadership promotion - 84%
3) Increased collaboration - 75%
4) Improved customer access to company information - 74%

(SOURCE: www.MarketConnectionsInc.com)

More and more I am seeing job titles like "Social Marketing Manager" at companies of all sizes.


So here are my questions for you as we approach 2012:

Are you "on" LinkedIn without being active?

Are you on LinkedIn but with a bare-bones profile?

Are you among those who think your customers and prospects are not on LinkedIn?

Do you still think social networking is a fad or waste of time?


How effectively are you using LinkedIn to position your company or yourself as a thought leader in this hyper-competitive market?


Developing a social media strategy has become a "must do now" rather than a "we'll get to it real soon" task.


What are you going to resolve to do to make 2012 a boom year for you and your company?

Amtower & Company offers LinkedIn & Social Media Strategy training for individuals, businesses and associations. Contact me at Mark@FederalDirect.net or call 301 924 0058 to see how we can help you.  Look me up on LinkedIn- www.linkedin.com/in/markamtower and see how I practice what I preach.

Helping Small Businesses get "Found": The Waldo Factor, part 2

Being "findable" and being credible after being found are the first two steps for leveraging web 2.0 tools to create qualified leads. In the government contracting market, this is more important today than ever before.

There should be little or no argument that the government contracting market will be more competitive as we move into FY 2012.

Regardless of the size of your company, we have a situation where the better known companies will have a huge edge (hint: better known does not always mean bigger). So, if you have a piece of any IDIQ contract- GSA Schedule, SEWP IV, 8(a) STARS, whatever- you need to work harder than ever to gain more attention with the buyers and influencers who can make or break your FY 2012. That includes both government buyers and other contractors.

Take for example the 8(a) STARS II program, a five year, $10 billion IDIQ GWAC.  As an IDIQ (indefinite delivery- indefinite quantity) GWAC (government wide contract), there is no requirement for agencies to buy off the contract nor is there any agency money assigned to the contract. It becomes job #1 for the winners of the contract to market the availability of their services through this contract to
key influencers in the government market.

There are 599 companies that own a piece of the 8(a) STARS II contract. Standing out in this crowd will not be an easy or quick task. Part of standing out in the crowd is positioning yourself as a leader in your niche, establishing your credentials and making certain that the word gets out to the right people. In a Federal News Radio interview on August 5, In Depth with Francis Rose, I predicted that less than 10% of the STARS II contract winners would make money fom the contract because of inadequate marketing and sales efforts.

For small companies, the intelligent use of social media and web 2.0 tools has become critical. Social media and blogs are the fastest growing line items in lead generation budgets because when used properly these tools allow a company to demonstrate an area of expertise, and to share relevent content with key buying influencers. It is one of the few tools that can really "level the playing field". When used properly, web 2.0 tools are low-cost and high impact.
 
Part of the credibility is what you do and how well you do it. Another part is who you know. Social networking allows you to exponentially expand your relationship reach. This morning (9/16/11) I received an email from a client. Yesterday I sent them an article that dealt directly with their core strength, an interview with a major federal influencer talking about this technical area. They asked if I knew the person quoted in the article. I did not- but I have 42 direct connections on LinkedIn that do know this person so I will be able to make the connection for my client. LinkedIn works if you use it properly.


And what about other web 2.0 tools?

According to a 2010 survey by Market Connections, Inc, over 40% of Federal information technology professionals "attended" more than one webinar in the past year. I expect the percentage to rise dramatically in the 2011 survey (to be released in Otcober). The fastest growing company in the government market, Carahsoft, has a library of several hundred webinars for customers and prospects. The webinars successfully act as a passive sales tools for Carahsoft. Just over seven years old, the company is on track to do $1 billion in sales this year.

This is not simply a matter of starting a blog, or creating a couple of webinars. It is a matter of selecting the right tools for your company and using them well, tools that show what you are capable of doing, tools that will attract buyers and influencers to your blog, webinar or social networking profile. Tools that will increase "findability" and build credibility and help you sell your services in this very competitive environment.

Or, if you prefer, you can wait for the phone to ring, the preferred tactic of many unsuccessful GSA Schedule holders.

The successful companies on 8(a) STARS, GSA Schedule and other IDIQs will be working hard to get on the radar of buyers and influencers and selling their products and services in FY 2012 and beyond. The companies that simply wait for business to occur will be waiting a long time.

If you are interested in deploying the right web 2.0 tools, in creating a "thought leader" or subject matter expert position, and getting your company on the government contracting radar, we should talk.

Drop me a line at Mark@FederalDirect.net and let's set up a time to discuss your use of Web 2.0 tools to grow your business.

What to do when the budget shrinks?

I just received a question from a client who sells products to the government. Clearly this person, and their corporate management, were worried about the current economic and political climate - as are we all.

The question is: With budget cuts looming on a federal level, what might be a few things to say to management that would sound “good” to justify why the Government sector will continue to grow?


I think my answer was realistic, but optimistic, at least for the savvy.

I don't think the sector will grow, but I think the "shrink" in the government market will be less than anticipated and also less than other market sectors. Further, I think that the more savvy players will grow their market share by eroding the market share of marginal and less sophisticated companies. Many companies do this as a matter of course, but those ranks will swell in the current climate.

If you have any small business status,  now would be the time to truly try to maximize the value of that status with your current government accounts, and perhaps with accounts that have lapsed within the last 18-24 months. I would also go to a few agencies that have needs for your products or services and make certain they know who you/your company is, and what you bring to the table. If you have no connections at those agencies, go through the OSDBU office. The OSDBUs are not just there for e the "newbies" - they will actually enjoy visits from seasoned professionals.

I think some companies that have been marginal in the market will leave or fold, and create some market share that will have to go somewhere.

Your thoughts on this are welcome.

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:
https://crm.orionondemand.com/crm/forms/Kzx75pN6700kx6700qM2


March 22
https://crm.orionondemand.com/crm/forms/zC670waN67020x6702aM2

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:
https://crm.orionondemand.com/crm/forms/Kzx75pN6700kx6700qM2

March 22:
https://crm.orionondemand.com/crm/forms/zC670waN67020x6702aM2


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.



AGENDA

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.