Blog - (Archived)

How Contractors Can Use Federal Personas for the Win: Part Two

June 29, 2020

Sales and BD Teams In part one of our blog series “How Contractors Can Use Federal Personas for the Win,” we shared the importance of getting internal team buy-in from leadership to marketing to sales. In addition to ways federal marketers can benefit from the use of personas, we noted the importance of collaboration between the marketing teams and the sales and BD teams to get the most out of federal personas. Federal personas can, and should, be living documents that are tweaked by newly gathered information. Sales teams can add key insights from their day-to-day frontline experience, as part of persona ... Read more

How Contractors Can Use Federal Personas for the Win: Part One

June 25, 2020

Marketing Teams Our latest blog post “Beyond the C-level Suite” emphasized  the importance of marketing to both federal IT decision-makers and influencers at agencies in different ways. Detailed personas for each federal influencer, from senior executive to procurement staff to end user can crystalize your approach and give you guidance as to the unique personal and professional challenges that can influence how and why they make decisions. In part one of this series, we’ll focus on how marketing teams can use federal personas to guide their strategy. Originating in the consumer market, personas used for B2G will differ in their area of ... Read more

Federal Personas: Beyond the C-Level Suite

May 21, 2020

The Importance of Influencer Personas for the Win How many times have you sat around a table, planning your next campaign and someone says, “We should just target CTOs, CISOs or CIOs – they make the final decision…”? We’re often faced with the same statement by public sector marketers who are looking to find out specifically what agency plans are and the likelihood their company would be short-listed for an upcoming opportunity. Are senior executives the only type of federal persona to consider for the win? One Can Say “Yes,” But Many Can Say “No” When prodded further about their marketing plans, the ... Read more

Federal IT Contractors: Your Help Made Federal Telework Possible

May 14, 2020

But There Is Still Work to Be Done Over the past 5+ years, Market Connections has surveyed and interviewed thousands of federal employees about agency challenges and needs that could be addressed through IT modernization. It is heartening to see that all the technology and work performed by federal IT contractors over the past half-decade has paid off at a critical time during which the need for federal telework has escalated. This was further confirmed in a recent article from WorkScoop, which highlighted key insights into how federal agencies were prepared for and responded to necessary telework activity during COVID-19. Thanks to ... Read more

In Times of Need: How the Tech Industry Can Reach Educational Markets to Support

May 6, 2020

Distance learning involves so much more than making sure your child submits their homework on time. The role of technology in education has accelerated to a level many weren’t expecting for another 3-5 years, leaving some behind. Millions of students are without sufficient access to the online tools they need (Read this article from edscoop) and even the largest and wealthiest school districts are struggling to roll out the tools teachers and students need for continuity (Check out this article from WUSA9). There are significant opportunities for the technology community to step in and help. The level of technical expertise of K-12 ... Read more

Take Advantage of Increased Public Sector Social Media Usage

April 16, 2020

Over the past couple of weeks, we’ve shared how to take advantage of increased screen time among government audiences, as well as, how to effectively pivot your in-person meetings to virtual ones. Now we take a look at the pervasive online vehicle that only continues to grow in influence: social media. In addition to your own website and public sector media channels, social media is essential to reaching your target audiences. According to our latest Federal Media & Marketing Study (FMMS), on average, nearly one-third of federal employees are spending 15 minutes or more on social media. It’s no surprise the ... Read more

Reaching Your Government Customer: Where to Place Content for Maximum Visibility

April 9, 2020

Our last blog post “Increased Screen Time Equals More Time with Public Sector Decision-Makers” focused on taking advantage of increased screen time by providing your government customer with content that educates and informs. The next step is to place your content where your customer is already going. Before placing content on other media channels, take stock of your own corporate site. Approximately 7 out of 10 public sector decision-makers believe that corporate websites are an effective online source for information. If your customer were to visit your corporate site, or preferably a federally focused microsite, is the content they are looking ... Read more

Increased Screen Time Equals More Time with Public Sector Decision-Makers

April 2, 2020

Now Is the Time to Educate Your Government Customer In our last blog post, Webinars in Place of In-Person Events – A New Normal?, we shared insights about public sector webinar preferences to help marketers refocus their marketing dollars from live events and conferences to virtual events. However, webinars may only be the tip of the virtual iceberg. With more public sector employees teleworking and with travel and in-person events on hold, marketers can expect a spike in online traffic. It’s time to use this increased screen time to be a partner to your customer. Digital platforms allow for greater, self-directed education ... Read more

Webinars in Place of In-Person Events – A New Normal?

March 24, 2020

Understand Public Sector Preferences & Consumption Like many of you, recent events have caused us to cancel or postpone our in-person meetings, events and conferences based on government guidelines to create some social distance to protect ourselves and our community. Many of these events and meetings were crucial to our business from both an educational and business development perspective. While it’s a good thing for our nation, marketers will need to review and revisit their plans for reaching target audiences and could affect the way our business works not only over the next couple of months, but we may well feel the ... Read more

WiTConnect Event Focuses on the State of Technology in Healthcare

March 19, 2020

Women in Technology recently hosted their quarterly WiTConnect event focused on the state of technology in healthcare. This event focused on the top challenges faced in the Healthcare IT industry by bringing a panel of industry experts to share their experiences. Predominantly focused on the public sector, the following panelists shared the priorities, challenges and innovations being seen from both sides of the industry as they look for solutions and work together to improve citizen and agency experience: Stacie Alboum, Deputy Director, Center for Information Technology (CIT), National Institutes of Health (NIH) Maheen Mirza, Director, Dell Technologies, Federal Healthcare Genevieve Morris, Founder, Integral ... Read more

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