Infrastructure investment will happen in the United States. While the size and scope of President Biden’s plan will be debated and discussed, rest assured, large-scale funding will happen. Will you be ready to be a partner in this effort for the next 5-10 years? How is your company positioned to help build a smart America for 2021 and beyond?
What Does This Mean for Technology-Based Government Contractors?
It’s our estimate that over $700 billion of the White House’s proposed infrastructure budget will require the help of the technology community at federal, state and local levels. Federal dollars may be provided to bring broadband to rural communities; upgrade schools and community colleges; and equip roads, bridges and tunnels with smart monitoring and safety systems. These examples are just the tip of the iceberg. Artificial intelligence, blockchain, digital modernization, smart sensors and next generation digital tools will all need to be woven together with hardware, software and cloud applications that get the most bang for the buck.
Investing in a better understanding of the public sector markets will help your company streamline go-to-market efforts, shorten sales cycles and increase your repeat business.
- Do you have your pulse on the local needs at elementary schools, junior colleges and trade schools?
- Do you know if public safety professionals and the state’s department of transportation know you, your products and/or services?
- What level of confidence do they have in you (or your competitors) to deliver on what is promised?
Now Is the Time to Put Your Strategy in Place
NOW is the time to make sure you have the answers to these types of questions. By the end of summer and before the federal dollars start rolling out to the far reaches of this country, your market strategy should be set, your BD teams should already be building relationships and communications efforts should be in place to have your company front and center of decision-makers. By acting now, once RFPs and RFQs start to roll out in six to twelve months, you will be in a better position to win.
How Can Data and Research Help?
For nearly 25 years, Market Connections has efficiently and effectively reached public sector influencers and decision-makers to help government contractors develop and refine their marketing plans, establish metrics for success, tweak messaging for maximum impact and trial balloon new ideas and concepts. We can also identify the best strategies to reach decision-makers where they are both virtually and physically.
If you are going to partner in the future of America, you need to plan intelligently, deliberately and immediately.
Contact Aaron Heffron, Market Connections president, to learn how we can support your efforts.
All government marketers understand the importance of including content in their marketing strategy, but winning government contractors make sure that their content contains the key features their audience is looking for.
According to Content Marketing Review: Federal and Beyond, this includes data and research to support their position, product specifications and examples of past performance. The trouble is – these specific pieces can often be the densest and most un-user-friendly bits of information you have!
Using Subject Matter Experts
How can you highlight these features in a way that is easily comprehensible and relatable to your target audience (and, frankly, a little more interesting)? Use your subject matter experts (SMEs). Your SMEs can not only focus your materials on a particular process, technology, niche within a technology, or a particular agency, they can help influence RFPs (request for proposals) or those shaping them.
Government marketing expert, Mark Amtower, agrees. In a video for his YouTube channel, Amtower Raw, Mark discusses the importance and value of using SMEs to win government business.
Watch the full video here:
“These companies are more likely to win business because in the RFPs, and while the contracting officers are looking to build the RFPs, they’re looking for people out there who understand, write, and talk about this stuff. The more visible your SME is, the more they’re sharing – particularly through your website, through LinkedIn and other social platforms, through speaking or doing articles for trade publications – the more visible they are that way, the more they’re helping the contracting officer shape their RFP directly and indirectly.” He continues on by saying, “so you don’t have to be put it right in front of them, but you have to put it where they can find it. Building the platform that way and shaping it gives you consciously or unconsciously a preferred position. People like dealing with people who are thought leaders or subject matter experts.”
Industry vs. Government Thought Leaders
Thought leaders can reside in industry or government. At least one in five respondents to the Market Connections’ study expect their content to contain insights from thought leaders. Federal decision-makers look more towards industry thought leaders, while those in state and local indicated their preference for insights from either industry or government thought leaders (sometimes both).
The key lesson is this: when creating those valuable pieces of content, include the key features your audience is looking for. Subject matter experts can help provide key information around product specifications, data and research and even provide past performance examples in a friendly way by showcasing their expertise. Share that content across your website, social media, and trusted trade publications (including online, podcasts, video, print, and radio) to help educate your audience, highlight your position, and even shape an RFP.
Join us on Thursday, May 20 as we reveal results from the 2021 Content Marketing Review: Reaching the Public Sector which will highlight findings encompassing the full FED and SLED market.
Top Takeaways from the Cybersecurity Webinar
According to the recent Market Connections survey of federal IT and security professionals, almost half of federal agencies have been affected by recent cybersecurity breaches; two-thirds of those felt some appreciable impact, and one in ten felt the recent breaches were extreme. At first glance, those numbers may seem lower than many of us have been led to believe. Or are the numbers actually worse than the federal workforce is willing to admit (or even have knowledge of)? Conventional wisdom points to facts that are somewhere between these two points, but what may be evident is that while many agencies may have been better prepared than we thought, breaches may have become part of the lexicon in federal IT work. Our question is what role have vendors played in the preparation and response and how can they further support their agency clients?
Market Connections, together with ATARC (Advanced Technology Academic Research Center), surveyed and shared results of over 200 federal IT decision-makers and influencers and brought together a panel of former federal c-level IT executives who provided further insight on data and their opinions on what the breaches really meant for government agencies and the contractors supporting them. Here are the top three takeaways from the panel:
Cybersecurity Breaches Are Going to Happen; You Need to Be Prepared.
Six out of ten respondents felt that the breaches were similar to those they had experienced in the past. Jonathan Alboum, former Chief Information Officer (CIO) at United States Department of Agriculture (USDA), reiterated this in the discussion session, “Really what people are focused on now is how do you respond when there’s a breach…we’ve moved from ‘you can never have a breach’ to ‘you have to be able to respond very quickly and adeptly and have a good awareness about the actions you have to take in order to remediate what’s occurred.’ That’s an important shift in the culture to understanding around cybersecurity.” His comments point to reasons why there was less concern among federal tech workers than the general public may believe. It’s “business as usual” among the federal security officers.
How do you prepare? Dr. John Zangardi, former CIO at Department of Homeland Security (DHS), highlighted three ways to do so: reducing the stack, reducing the workload on cybersecurity professionals, and increasing cyber hygiene. How can vendors support?
With regards to the latest breaches, panelists agreed, a possible reason that respondents are not identifying the impact as extreme is because there are still unknowns about the full ramifications of the breach. Nearly two-thirds (63%) of respondents said they were looking for increased cybersecurity risk reporting measures followed by looking for better predictive and diagnostic tools (62%).
However, according to Chad Sheridan, former CIO at USDA, those tools need to be able to communicate data at both high department levels and among those who address these issues daily. He believes the struggle is in the communication systems to those working on the front lines. When there is an identified vulnerability or breach, not only should the cyber professionals on staff be working on it, but also the general folks who are operating and managing the system every day. He also stated, “if we start to improve how we manage the amount of data and the gaps between what’s reported at the top and what’s actionable at the bottom, then we start to make headway.”
Automation, said Sheridan, can help relieve the workload on cybersecurity professionals while increasing cyber hygiene. Tools with automated notifications, actions, or recommendations to take actions, along with easy system administration can have an immediate impact on the day-to-day cyber hygiene within an agency. It’s as easy as having simple tools and notifications and the awareness and ability to act.
When supporting the government, Dr. Zangardi reminded vendors the most important thing is to build trust. You need to have relationships and transparency. He asks the poignant question, “Will the vendor be standing there with me on the day I have a hard time, helping me resolve this issue? Did the vendor talk about what they experienced on the network and be able to share back and forth some of the dirt?”
Don’t Forget Mission
In addition to building trust with an agency, Alboum reminded vendors that the technology organizations you’re trying to work with are only there because of the programs they support. Products need to connect with the mission need. How does it drive mission outcome? How does your work allow the agency to provide citizen services—benefits to farmers, children’s lunches, or homeland defense? When trying to work with agencies, don’t focus so much on the business development but on how your services will ultimately help further the mission.
Sheridan went further by advising vendors to “make it real” in your description of how your products and services can impact individual people. By automating and reducing the drudgery a cybersecurity professional must do in their day-to-day, they can work on the higher-value activities that can promote the mission. He further says, “Have some data behind what you’re presenting and talk about how to impact the people that serve the mission and ultimately how that equates to mission value.”
Watch the Video:
Want to watch the full video and download the presentation, visit: https://www.marketconnectionsinc.com/webinar-how-are-federal-agencies-responding-to-recent-cyber-attacks/
As we begin a new federal new year and the final quarter of the calendar year, many federal marketers are looking at their 2021 federal media strategy and wondering whether tried and true methods will still work in the current environment.
This past year, due to forced changes in other areas of federal marketing (i.e. event cancellations), marketers had to pivot their strategies as early as the end of April. According to multiple clients and colleagues, securing paid media placement (including advertising and sponsored content) in leading federal publications was scarce. Popular federal publications like Government Executive and Federal News Network had sold out of traditional space for the remainder of 2020.
Our own studies found that federal decision makers were spending more hours in front of screens and across varying platforms due to the increase in teleworking brought on by the pandemic.
Looking ahead, if the limited space in some of the most popular federal publications continues to sell out, where else can we reach federal decision-makers?
Consider Additional Platforms/Channels
For marketers already working on their 2021 strategic plans, concerns about how the lingering pandemic will affect their marketing efforts remains. Planning ahead is key. Consider a wide variety of formats and channels like podcasts, webinars, and virtual events, in addition to media placement (especially online) to stay relevant and top of mind.
Government Executive Media Group President, Constance Sayers recently shared, “We’ve worked collaboratively with our clients to be creative in doing that, often including virtual events, social media, and podcasts as part of the plan to get messaging out to key government buyers.” Speaking of their multiple platforms in reaching target specific government audiences she continues, “This not only maps directly to the user behavior trends we’ve seen from government audiences, but are good supplemental or replacement tactics for traditional advertising programs in a time where inventory across our publications was more limited due to high demand.”
Market Connections’ Federal Media & Marketing Study can also provide you some insight on time spent and social media sites preferred by federal audiences along with data around federal webinar viewership and podcast listenership to help guide your marketing strategy.
A Targeted Approach
According to Government Marketing University founder Lou Anne Brossman, “Government marketers should add agency-based marketing (ABM) to their FY21 marketing plan as it delivers higher ROI than any other marketing approach. Targeted messaging that the specific agency can readily connect with their mission requirements.”
Agency-based marketing works for media purchasing as well. Targeted agencies can be reached through niche publications specifically focused on their needs. This may include a particular industry (for example IT), agency type (such as Defense) or a department (i.e. Army). While those publications may not have the voluminous readership numbers that some of the general federal publications have, their readership is refined, allowing your message to reach the exact decision makers and influencers important to you. Some examples include ArmyTimes.com, DefenseOne.com or FCW.com.
Where Should You Invest Your Advertising Dollars?
Instead of throwing spaghetti at a wall and hoping it sticks, federal marketers should use data to help guide their marketing and media placement decisions. The Federal Media & Marketing Study dashboard provides data around media habits of specific audience types based on solid research of the federal audience. A federal marketer can sort information by target audience including job role, agency type, agency, purchase category, and location and provide data on their media habits including publications read and social media used.
Learn more about our annual Federal Media & Marketing Study, purchase the 2020 Federal Media & Marketing Study (FMMS) On-demand Overview Report, or subscribe to the FMMS dashboard. https://www.marketconnectionsinc.com/fmms2020study/
Congratulations to our friends at Verizon for their multi-award win under the Department of Labor’s $50B Enterprise Infrastructure Solutions (EIS) contract to provide telecommunications and information technology support services.
Transitioning from the Networx contract vehicle that has been in place with the GSA since 2007, the 15-year EIS contract is the GSA’s premiere telecommunications contract. Under this contract, the DOL released its EIS request for proposals in March.
Under this mega-contract, Verizon was recently awarded three task orders including a 12-year task order to provide managed network, voice, data and toll-free services valued at $631.5M; a second valued at $10.2M for audio and web conferencing services; and a third is for Managed Trusted Internet Protocol Service valued at $164.2M also over 12 years.
Originally reported by FedScoop.
From the Desk of Aaron Heffron, President Market Connections, Inc.
While many of us remember fondly as a kid hearing, “Yes, Virginia, there is a Santa Claus,” we all need to remember, “yes, folks, there will be a federal market after COVID.” Setting aside the debate of when the “after” is a reality, it is not too soon to start thinking about how to position your company to emerge from quarantine stronger and ready for action. You can do this by developing and implementing a marketing plan that accounts for the market realities while it hedges against market uncertainty.
Here are FOUR marketing areas affected by COVID-19 you should reevaluate:
- Events won’t be dead forever, but you’ll need to choose which to attend and sponsor wisely. Our recent COVID related polling of the federal community highlights hesitancy to attend even the smallest of events until the first quarter of 2021. At this point, micro-sized events of under 50 people will be the most likely for federal employees to attend. As you look toward the middle to end of 2021, larger trade shows and conferences may start springing up. Ask event organizers what they are doing to “re-sell” their event. The marketing for the event will be more important than ever as federal employees try to weigh the value of attending. HINT: It’s not only a safety issue.
- Create a webinar strategy that is concise and informative. As remote working and travel restrictions have continued, the prevalence and dependence on webinars has grown. A 45-minute webinar packed with the most recent information, case studies, and forward-looking views is increasingly important as an effective mechanism to educate numerous federal employees at the same time. Rather than scouring online publications and websites for new information, feds are willing to schedule the time to learn both synchronously and asynchronously. Just remember, though, as our content marketing research has shown, minimize the “sell” and maximize the “tell.”
- Adapt your buys to the changes in media usage but hedge your bets. Later this year we will be releasing the 12th edition of the Federal Media and Marketing Study that looks at federal employee preferences for reading, listening and viewing of websites, publications, radio stations and television programming. The survey this year will be measuring habits during the pandemic and we expect to see some drastic changes. The bigger questions will be how long these changes are in place and will longer term behaviors change? Regardless, when the results are public in late October, it will be important to tailor your short-term strategy for media placement and PR to account for these changes. Do not write them off as “temporary” because the tail will be long and may reveal new pathways to the customer.
- Dig deeper to understand what your customer is going through. It will be important to think about how your company will be interactive with your target audience going forward. How affected have your customers and prospects been from the current circumstances? Digging deeper and identifying those specific characteristics of your target audience (including what and who they know) will be necessary, even if you’ve never done it before. Our recent development of federal personas was done with the need for more personal targeting in mind. Individual fears, concerns and values always play a bigger role when there is uncertainty in the market. In 2021 and beyond it will be important to speak to the hearts as well as the minds of the customer as they face fears and concerns that go way past their job responsibilities.
Yes, there will be a federal market in the post-COVID world. What will it exactly look like? Your guess is as good as mine. What we do know now, however, is that with some careful planning and thoughtful actions you can have your organization positioned better than your competitors as new opportunities arise.
Guest blogger: Kris Brinker, Ocean 5 Strategies
There is no such thing as doing business with the federal government. We do business with people—government decision-makers, federal humans—who all have goals, fears, needs, priorities, and pain points.
The US government continues to offer opportunities as the largest public procurement marketplace. Just a small piece of the federal pie would be a huge win. But, the hurdles and barriers government contractors need to overcome have not only changed but also become greater.
The customer base for government contractors is becoming harder and harder to reach and contractors have to do more than ever to break through. New marketing techniques and technologies must be considered to stay competitive.
According to respected government business strategic advisor and published author, Judy Bradt, ”Many GovCons use databases to look for their next opportunity and can waste THOUSANDS of dollars and hours chasing work. That’s ’Opportunity Illusion.’ Instead of asking, ’What can I bid?’, winners focus on the right question: ’Who’s my buyer?’ ”
You need to build brand reputation and visibility long before the RFP. You also need to continue building those relationships with buyers and decision-makers throughout a long sales cycle.
Combining this with a fundamental shift in the way people are making purchasing decisions, means you need new and innovative marketing strategies to stay on top and win contracts.
Enter Buyer Personas, a Winning Strategy
Buyer personas are semi-fictional representations of your ideal customers based on qualitative and quantitative data and research. Creating and having a deep understanding of your buyer persona(s) is critical to content creation, sales follow up, product development, and customer acquisition and retention.
Federal Personas to Support Your Federal Content Marketing
Creating content with a detailed persona of your federal buyer in mind allows you to go beyond agency needs and shows them you can speak to their goals, needs, pain points, and fears—both professionally as well as personally. It allows you to create your educational materials and marketing messages from a voice of empathy, not selling.
“Many government decision makers want to learn about new things, while others need justifications for existing decisions, depending on their role and personality” said Aaron Heffron, president at Market Connections, “our past review of federal content preferences and the differences between various individuals shows that by effectively delivering quality content that’s on-point and directly relevant, you show your commitment to being a partner, not just a vendor”
Past performance and accuracy of language in a bid are no longer the only keys to winning the contract award. Today, B2G companies must compete to attract buyers to their brand by providing compelling, quality content tailored to meet their specific needs, behaviors and concerns.
By first developing a clear vision of your federal persona, you can tailor your content to meet their specific needs, behaviors, and concerns. Focus on your carefully refined buyer personas and produce the content they want to consume in the format that is most appealing to them. For example, the agency contracting officers you need to influence might be most interested in information in video format, while a senior executive may prefer to read about your capabilities in the form of a white paper. By understanding your personas’ preferences, you can better understand how to personalize your content just for them.
How Do I Start Creating Federal Personas?
A good starting point is to take a look at your current clients and start to tell a story about their purchasing behavior, goals, challenges, needs, etc. You may even want to begin by experimenting with default personas available in some email or automated marketing platforms, then supplementing them with your own. Remember, your federal personas will be semi-fictional representations of your ideal customers based on qualitative and quantitative data and research. The strongest buyer personas are based on market research as well as insights gathered from your actual customer base (through surveys, interviews, etc.).
You may need as few as one or two personas, or as many as 20, depending on your business. If you’re new to personas, start small—you can always develop more personas later if needed—but get started! When possible, avoid reinventing the wheel and use information already in the market. Also consider personas developed by reputable independent market research and specialized federal marketing firms as a first step into your persona development. I was excited to discover that in July 2020, Market Connections will begin releasing their federal persona bundles—developed from their research and interviews of 300 federal IT decision-makers.
With hundreds of billions of federal contract dollars to compete for, a fundamental shift in the way people are now making purchasing decisions, and continually changing technology, companies that market to government agencies have more hurdles than ever to win contracts. Creating and implementing federal personas is a key component of a modern B2G winning strategy. Utilizing existing market research can save you time and increase the accuracy of your content development.
Kris Brinker is co-founder of Ocean 5 Strategies. With a track record of helping their customers grow their businesses, Kris and the Ocean 5 team specialize in award-winning website design, SEO, content marketing, and related digital marketing services. Connect with Kris on LinkedIn.
Ocean 5 provides marketing plans, strategies, and programs that generate more highly qualified leads, more closed contracts, and increased profit. Ocean 5 clients have enjoyed benefits such as 500% ROI, 600% increase in client acquisition, 218% increase in profit, and 216% increase in conversion rates. You can find more information at Ocean5Strategies.com
Guest Blogger: Chris Parente, StoryTech Consulting
If you want to successfully market a product or service, you need to understand everything you can about who your targeted decision-makers are and what they care about. A way to increase your understanding is the development of marketing personas.
Per Wikipedia, “a persona in user-design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way.” The definition goes on to say that “in most cases, personas are synthesized from data collected from interviews with users.” The “garbage in, garbage out” rule applies – personas are only as good as the research used to create them.
Recently I attended the Federal IT (FIT) Persona Study – A Deeper Look into Your Federal Customer. It was a virtual event put on by Market Connections with support from their marketing partners, Professional Services Council and Government Marketing University. Market Connections has been doing B2B and B2G research for over 20 years, providing actionable intelligence to support marketing and business outreach strategies. They are probably best known in B2G circles for their annual analysis of the media consumption habits of government decision-makers, a must read for government marketers.
Market Connections interviewed over 300 federal IT decision-makers, both inside and outside the beltway. There were also additional in-depth interviews with key federal personnel to round out multiple personas detailing personal and professional preferences. Spoiler alert – there is no single federal IT persona that covers all decision-makers.
As part of the overview presentation, two of the ten available federal personas were shared with registered attendees, a program manager working for the Veterans Administration out of Texas, and an IT specialist in D.C. working for the Department of Health and Human Services. These are valuable for government marketers, whether as a foundation to build upon or as a “sanity check” to compare to their own federal personas.
Some overall results that caught my eye:
- What inspires them – The top two responses were feeling they are making an important contribution and doing their part for the mission.
- Top professional challenges – Nearly half cited slow bureaucracy, followed by one-third stating needing to do more with less budget.
- Who they have confidence in for technical decisions – Two-thirds trust their team members, however, ONLY 16 PERCENT trust contractors/vendors! Caveat emptor indeed!
Within the two federal personas shared, key differences were seen, for example their motivation to learn about IT:
- The IT specialist valued being viewed as the internal expert.
- The program manager felt technology changes quickly.
In addition, differences were found in how they preferred to learn, communicate, and gather information; challenges they faced in their roles; what they sought most from vendors they worked with; among others.
After the survey presentation there was a panel discussion moderated by Aaron Heffron, president of Market Connections. The panelists were Christina Morrison, Federal Solutions Director at the cybersecurity provider Proofpoint and Tom Nagle, Managing Partner at the management and marketing consultancy Statler Nagle LLC.
Christina talked about using personas during her time at HP, and how people naturally want to buy from people they like. She made the point that personas are important no matter the size of your budget, and that they fit perfectly into an account-based marketing (ABM) approach that unites sales and marketing objectives.
Tom cautioned marketers against thinking that buying decisions are entirely rational. He told the audience that personas were an effective way to “market to the whole human.” He also said that personas support framing your messaging as storytelling, which is a prerequisite for success. (Amen Tom!)
The presentation and video of the results readout can be purchased here. Early in July, Market Connections will release their federal persona bundles developed from the research. These will cover additional decision-makers and influencers in IT purchasing from the CIO to the procurement professional at both defense and civilian agencies.
Understanding your target market is a never-ending process. Personas based on quality market research help immensely.
Chris Parente is the founder of StoryTech Consulting LLC. He has over 20 years of experience in IT communications, working for organizations such as the Cellular Telecommunications Internet Association (CTIA), Advertising.com and VeriSign. From 2005 to 2014 he served as Managing Director and Partner at Strategic Communications Group. StoryTech Consulting has helped clients such as VMware, FireEye, Leidos, Ruckus Networks and Government Executive Media Group meet their content marketing objectives. For more information visit https://storytechconsulting.com/
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 emphasis and approach. While B2C companies focus exclusively on their target customer, B2G marketers must blend the influences of the agency culture with the preferences and habits of the individual. To date, most B2G marketers have focused heavily on the unique aspects of agency culture and processes. We believe that on top of this marketing strategy, it is important to understand the personal motivators and opinions of specific decision-makers and influencers within the agency that is purchasing your product or service.
If you have already made the investment in creating unique federal customer personas, the journey has just begun. There are several next steps to get the best out of your efforts.
Share, Share, Share!
Federal personas are only effective if you are sharing them across your company, from leadership to marketing and communication teams to sales teams. Educate up and down your organization to consider how each persona plays a part in decision-making. To ensure all teams are considering personas in their sales and marketing efforts, post your personas in visible locations and discuss them frequently in cross-team meetings to incorporate the individual natures of each decision-maker into your company culture.
For Marketing Teams:
Plan your content to be rooted in the agency mission but tailored for specific individuals. This includes adjusting for topic, tone, depth and distribution. You would not market the same way to an executive as you would to an end-user. Their priorities, backgrounds and values may be different. Some may value being viewed as an expert in their jobs, while others value the security that their job provides them.
Furthermore, a tech-savvy end-user, may prefer to watch a video or webinar to learn more about new technologies while a program manager or senior executive may prefer to read about new trends and technologies in a white paper. What is their preference for learning mediums? How do they prefer to receive information?
In addition to the learning style differences, key influencers and decision-makers may prefer different ways to access information. Across the board, marketers understand the importance of SEO, but are you considering other channels for marketing to different federal personas? While one individual may prefer to directly go to a vendor website or video, others may prefer to get information from associations, industry publications or events.
In addition to preferences, use tools like the Federal Media & Marketing Study to understand what publications and websites they’re going to already in order to focus your media and advertising efforts there.
Learn More About Federal Personas:
Purchase the overview report and corresponding video readout:
The FIT Personas bundles will be available for purchase soon and will be found on the same page as the overview report.
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 goals stretch far beyond just getting in front of a specific CTO, but rather to increase the overall likelihood their company will make the final consideration list for specific contracts or broader multi-agency contracts. Based on this, we employ a research plan that identifies not only the likes and dislikes of the C-level executive, but more importantly, the general disposition of all those at the agency who, in some manner, participate in the product and vendor selection process. These are the influencers that can say “no” before your company ever reaches final consideration.
As part of our 2020 efforts to inform the public sector marketing community, we have been constructing descriptive personas to help guide marketing strategy, language and execution. The chief executive is not the only federal persona at the agency you should rely on if you want to influence decision-making towards your product or service. To truly understand your agency’s challenges and priorities, you must expand your reach to include decision-makers AND key influencers.
Understanding the perspectives of decision makers and influencers throughout the agency is especially critical for federal IT purchasing. In addition to executives, key influencers for major purchasing decisions can range from a procurement specialist to a program manager or even an end user. Within a single agency or contract, the different players around the table have varying priorities, challenges and pain points that need to be overcome, and your marketing efforts need to reflect this.
Role of Personas in Your Federal Marketing
When creating marketing materials to engage key influencers, marketers need to consider the varying personality styles and preferences, sometimes more than levels of expertise or technical skills. How do they prefer to communicate? Where do they seek more information? What do they value in a contractor? Would you market to someone in an IT role the same way you would market to a procurement specialist? Once you have a good understanding of the similarities and differences of each individual, you can use this information to ground your marketing efforts to ensure you are marketing towards their personalities and preferences.
Successful government marketers understand that their efforts may need to be multi-faceted and approaches may need to vary. While one signature is required for that multi-million (and even billion) dollar contract, there may be a dozen people behind the scenes that are helping to make the final decision. In federal IT, where mission rules, stakes are high and contracts are huge, having an in-depth understanding of the complex cast of characters that guide the final decision leads to successful marketing to those key players, which in turn can help lead to that win.
Join our virtual event: Federal IT Persona Study: Deeper Insight into Your Federal Customer
Thursday, June 11, 2020, 2-3:30 PM EDT