Blog - (Archived)

Is Silence Golden When a Customer Is Dissatisfied?

February 3, 2016

The answer is no. And the reason is that dissatisfied customers rarely stay silent forever. They may not ever tell you they are unhappy, but eventually they will tell someone. Studies show that typically only one customer in 10 will proactively tell a company directly about being unhappy, but almost one-third (31 percent) will tell friends and colleagues — your potential customers. Whether your customer base is the federal government or a Fortune 500 firm, a customer complaint is a gift. A customer or client that complains about a bad experience gives the company the chance to right a wrong. It ... Read more

Weekly News Kickoff: Federal CIO 2016 IT Outlook

February 1, 2016

What are the top 2016 IT priorities of the CIOs in the biggest spending federal departments? FedScoop talked to a number of agency officials and offers a break down, agency by agency. There is likely opportunity there for contractors in the coming months. Welcome to the weekly news kickoff. Enjoy these highlights. Federal CIO 2016 IT Outlook With the Federal Information Technology Acquisition Reform Act in place, buoyed by the White House’s Cybersecurity Implementation Plan, agencies have the support to make their systems more modern and secure, and they can accomplish this more cheaply than they ever expected. The people in charge of maintaining 2015’s momentum ... Read more

Q&A: Steve Richard, VorsightBP, on the Lack of Marketing and Sales Engagement

January 28, 2016

This article by Kristen Janerio originally appeared on Modern Marketing Today,  January 7, 2016. Wasted Potential (Part Two): The Lack of Marketing and Sales Engagement Aligning marketing and sales is an imperative for exceptional corporate performance. According to Marketo, when sales and marketing teams are in sync, companies are 67 percent better at closing deals. And according to Infor CRM, companies with strong sales and marketing alignment achieve 20 percent annual growth rate. The worlds of B2B marketing and sales have forever changed with the consumerization of the workforce and the increasing influence of the digital sphere. These two influences alone mean that marketing and sales teams ... Read more

Aquilent Named a “Fierce 15” Cloud Adopter

January 27, 2016

As more companies and agencies contemplate moving all their business functions to the cloud, having role models who are doing it well can ease concerns over the transition. Aquilent — a leading provider of mobile, web, cloud and portal solutions — is one of those role models. In Q4, 2015, FierceCIO, a digital media publication focusing on Enterprise IT, named Aquilent one of the “Fierce 15” Cloud Adopters. The “Fierce 15” recognizes companies that run their operations exclusively in the cloud or those “that have adopted a cloud-first strategy and have transitioned a significant portion of their IT workloads to the cloud.” These companies are all ... Read more

Weekly News Kickoff: City Survives Snowzilla 2016

January 25, 2016

It looks like Washington, D.C., has survived Snowzilla 2016. Phew. Did you enjoy the snow as much as Tian Tian? Or did you spend the weekend digging out your cars? Well, just because it’s finally really winter and the federal government is closed today doesn’t mean things have slowed down too much. Welcome to the weekly news kickoff. Enjoy these highlights. IT Crucial to Smooth 2017 Presidential Transition Digital technology and IT will play a key role in safeguarding information and speeding the pace of adjustment when a new administration enters the White House a year from now, according to former White House officials and other presidential transition experts. ... Read more

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


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