Blog - (Archived)

Q&A: Lisa Sherwin Wulf, Federal Marketing Director, SolarWinds, on the Value of a Strategic Market Research Program

January 21, 2016

In 2014, SolarWinds, a leading provider of powerful and affordable hybrid IT infrastructure management software, in conjunction with Market Connections, launched the first in a series of studies on cybersecurity in the federal government. The company followed it up with a second study in 2015. SolarWinds has successfully used the results of this strategic market research program for advanced thought leadership marketing strategies that include publicity, social media promotions, webinars, speaking engagements, demand generation and much more. And together with their public relations agency, SpeakerBox, they won a Gold MarCom Award in the “Research/Study” category. As SolarWinds and Market Connections prepare to field the third ... Read more

The Reality of Marketing Automation & Customer Relationship Management

January 20, 2016

This article by Kristen Janerio originally appeared on Modern Marketing Today,  December 10, 2105. Wasted Potential (Part One): The Reality of Marketing Automation & Customer Relationship Management Marketing technologies and CRM systems have been a huge topic in 2016. According to Gleanster Research, 79 percent of top-performing companies have been using marketing automation for more than 2 years. However, according to SiriusDecisions, 85 percent of B2B marketers using a marketing automation platform feel that they’re not using it to its full potential. Here, John Sisson, Managing Partner at Rainmaker Associates, shares his thoughts on the reality ofmarketing automation and CRM in this excerpt from Welcome to ... Read more

Weekly News Kickoff: Are Self-Driving Cars on the Way?

January 18, 2016

Self-driving cars: Do you think they would that be good or bad in the Washington, D.C., region? We may all soon find out after President Obama proposed a $4 billion budget for self-driving cars. Welcome to the weekly news kickoff. Enjoy these highlights. Obama Proposes $4 Billion Budget for Self-Driving Cars President Obama on Thursday proposed a $4 billion budget to accelerate pilot program testing of self-driving vehicles over the next decade, in a move to spur acceptance of these vehicles on the nation’s highways, Information Week reports. Under the proposal, Obama aims to bring together federal regulators, state government officials and car manufacturers ... Read more

What Type of Content Really Impacts Influencers?

January 14, 2016

A key to growing your market is reaching the people who influence the buying process. For many years, content marketers have believed that content needs one or more of four attributes to reach these people: Being accessible and easy to find. Containing interesting facts or anecdotes. Being easy to understand. Representing an expert view. Recent research from the CEB Market Insights Leadership Council found these attributes are not statistically significant drivers of content effectiveness. Content with Impact So what kind of content does have impact with your influencers? The CEB research reveals that your content must do two things: Provide the customer with compelling reasons to take action. Teach customers something ... Read more

Does Thought Leadership Research Generate Results?

January 13, 2016

Thought leadership research gives you insights into how your customers are addressing or adapting to current trends, arming you with the knowledge to position your people and services. Whether you use the research results in a white paper, infographic or webinar, thought leadership research and content establishes your team as experts on the topic. But as a federal marketer, you want to know what kind of return on investment you can expect. That depends on the extent to which your company leverages the research. In Q2 of 2015, Iron Mountain commissioned research to determine the level of confidence agency business managers and ... Read more

Weekly News Kickoff: Hot Tech Trends in 2016

January 11, 2016

Welcome to 2016. It’s a fresh, new year with fresh, new goals. What are government tech trends to watch, and what do they mean for government contractors? This and more in the weekly news kickoff. Government IT: Hot Tech Trends in 2016 Local, state and federal governments aim to make their tech initiatives more open, responsive, technically up to date and secure this year. Can they pull it off? Information Week looks at the technology trends and goals in government IT. Interior First Feds To Move Financial Management to the Cloud The Interior Department just completed a migration of its financial management system to ... Read more

How Can You Differentiate Your Company from the Competition?

January 7, 2016

In an LPTA world, the challenge many government contractors face is articulating their value proposition while being the most cost-effective bidder. Even when the customer must heavily weigh cost in the selection decision, the bidder’s value proposition can influence the outcome. The key is in knowing what factors your customers really feel are important. To find out what your customers think is important, you need to ask. And the best way to do that — to get a truly unbiased opinion — is with third-party market research. This type of research gives you real data — including customer perceptions — that ... Read more

Top Innovator: CSC Unveils the Top Enterprise IT Trends for 2016

January 6, 2016

CSC is a leader in enterprise information technology, so it’s no surprise the company is keeping a pulse on the top trends for 2016. CSC’s top five enterprise IT trends for 2016 recognize two key things: The enormous potential that comes with digitization. Significant opportunities for corporate leaders to deploy next-generation technologies across the enterprise to drive change, growth and value for all stakeholders. Dan Hushon, CSC chief technology officer, sees a dramatic shift in the way organizations use digital platforms to do business. CSC’s top five IT trends will make 2016 the “Year of Contextualized Information,” with more open, information-driven organizations modernizing ... Read more

Weekly News Kickoff: 5 Cybersecurity Trends To Watch in 2016

January 4, 2016

With cybersecurity events such as the OPM breach behind us, it’s time to look ahead to the cybersecurity trends federal agencies and contractors must be prepared to handle. And did you know women in the government hold a higher percentage of top management jobs than in the private sector? That’s a trend worth celebrating. Welcome to the weekly news kickoff. Enjoy these highlights. 5 Cybersecurity Trends To Watch in 2016 In a three-part series, FedScoop shares cybersecurity trends to watch for this year. In part one Amit Yoran explores strategic data manipulation and disruption, increasing attacks on application service providers, hacktivism and ... Read more

Happy Holidays from Market Connections

December 21, 2015

Can you believe 2015 is almost over? This year really seemed to fly by. Now it’s time to wish you happy holidays and good tidings for the New Year. The Market Connections team will be taking some time off between Christmas and New Years to be with our families and get ready for the exciting things on the horizon in 2016. To prepare for next year, we took some time to reflect on highlights from this year. We thought we’d share them with you in one of our favorite formats — the infographic. Follow this link to learn some things you probably don’t ... Read more

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