Blog - (Archived)

How do Government Contractors Position for the Win?

June 22, 2017

The long government procurement process is a challenge in marketing to the federal government. The 2016 Federal Government Contractor Study showed several ways federal contractors are responding to this and other marketing challenges to remain competitive. One of those tactics is thought leadership. Last week, we posted a link to research Edelman and LinkedIn conducted showing the real impact quality thought leadership has on winning business. Those results are consistent with what the Government Contractor Survey showed: Three quarters of respondents (75 percent) rated thought leadership materials as the most effective marketing tools. Senior executives agree—87 percent cite thought leadership materials ... Read more

Top Innovator: IBM Brings Identity-as-a-Service to Hybrid Cloud Environments

June 20, 2017

As workforces across industries become more mobile, identity management is an increasing challenge. To address that challenge, IBM has developed a new hybrid cloud service to manage how employees gain access to their preferred business applications. It’s called IBM Cloud Identity Connect. This Identity-as-a-Service (IDaaS) provides users with rapid access to thousands of popular cloud apps while enabling single sign-on (SSO) to their applications, whether from the cloud or on-premise. Managing and securing multiple identities across a business becomes more complex on mobile and IoT devices, desktop environments, and internet services. These complications are magnified as enterprises continue their journey to the cloud ... Read more

QA: Aaron Heffron on the Role of Research to Help Your Company Win

June 15, 2017

As contractors enter the “busy season” for proposal development, gaining any edge possible for winning new business (or retaining existing contracts) is critical. On June 28, Market Connections’ Executive Vice President, Aaron Heffron, will lead Market Connections’ webinar, Best Practices: Using Research to Position Your Company for Contract Wins. We spoke with Aaron about why this proposal season is different than those in the past and what contractors can do to prepare. MC: What spurred your decision to host a best practices webinar on capture research? Aaron: Contractors have traditionally spent this time of year fine-tuning win themes as they prepare ... Read more

Study Finds Thought Leadership Influences Decision Makers at All Stages of the Sales Funnel

June 14, 2017

(How Thought Leadership Impacts B2B Demand Generation from Edelman)   We are firm believers in the power of well-done thought leadership. Our clients who do these projects share the ROI, and it is substantial — from becoming known as the industry experts in one area (SolarWinds) to increasing sales (Iron Mountain), thought leadership has a real, measurable impact. That’s why we were thrilled to see the results from an Edleman and LinkedIn study. We know thought leadership is effective and our own studies show that decision makers value it. This study of 1,300 business decision makers went deeper to uncover additional insights, including: Thought leadership can ... Read more

Winning Contractor: Navy Awards Leidos $43M Contract

June 7, 2017

The Space and Naval Warfare Systems Command (SPAWAR) Systems Center Atlantic has awarded global science and technology company Leidos a prime contract to provide technical expertise to sustain and update the Distributed Common Ground System – Navy (DCGS-N) Family of Systems (FoS). DCGS-N is the Navy’s shipboard and ashore intelligence enterprise, providing primary intelligence, surveillance, reconnaissance, and targeting support capability. Afloat or ashore, DCGS-N tools are critical for the operational commander’s battlespace awareness and netcentric operations. The single-award, cost-plus fixed-fee contract has a one-year base period of performance, a single-year option, and a total contract value of approximately $43 million if the option is exercised. Under this follow-on ... Read more

How Research Informed One Company’s Capture Strategy

June 1, 2017

As one government contractor considered entering the cybersecurity space, they realized in order to be successful, they needed to approach their capture strategies differently than other markets; that meant conducting capture research. They knew not only would the research give them actionable insights about market perception, the information would play a key role in developing the right offerings to meet government needs and budgets. “Without understanding the customer’s problem set and challenges, it is impossible to develop the right solutions that meet their needs,” the company President said. She noticed many competitors seemed to develop their cybersecurity solutions and then search for ... Read more

Is Email Marketing Dead?

May 31, 2017

Not if you’re selling to the federal government. The 2017 Federal Content Market Review asked federal decision makers what content delivery channels are most effective. Almost three quarters said email (just behind corporate websites and search engines). When we talk to our customers about their marketing strategies, they’re often reluctant to do an email campaign because they don’t want to annoy their list. The data shows, and experts agree, if the campaign provides information that will help your customers, then it won’t annoy them. How do you do that? We found this great A to Z guide to email marketing from SendGrid. On ... Read more

Capture Research Helps You Win With Actionable Insights

May 25, 2017

To increase win rates and retain existing customers, contractors need know when and how to engage effectively with government customers and prospects throughout the lifecycle of the acquisition and the contract. This infographic illustrates how New Pursuit and Capture Research aligns with the Shipley Associates business development lifecycle, a model that has helped organizations gain competitive advantage for more than 40 years. Specifically, for the capture process, a needs and requirements study can help you fully understand the new contract requirements, as well as who the incumbents, competitors, and potential partners are. In-depth interviews with the source selection committee and other decision-makers ... Read more

QA: Dante Ricci, SAP, on Best Practices in Thought Leadership

May 23, 2017

Among the research reports, case studies, and other content buyers use to make decisions, thought leadership continues to be an important tactic for building trust with prospects — both within the government and the private sector. How do the industry leaders stand out? During the Federal Content Marketing Review panel discussion, Dante Ricci, Global Public Services Marketing & Communications lead at SAP, said it is important to focus on quality over quantity of content. We recently sat down with Dante to expand on that comment and talk about how he approaches thought leadership. MC: You said it’s important to focus on ... Read more

Marketing After Hours

May 18, 2017

Anyone marketing to the federal government knows the challenges many prospects face with accessing content. In fact, working around blocked websites and other technical challenges is a factor in creating a content strategy. Those barriers don’t mean you can’t reach federal decision makers via new channels. Like most people, federal decision makers also own personal mobile devices, and they use those devices to engage with work-related content. According to the 2017 Federal Marketing Content Review study, three quarters of federal decision makers are doing that during their commute. Think about it: during that time when they are transitioning between personal and work ... Read more

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