In The News

Do Federal Workers Believe What They Read, Hear or Watch?

October 18, 2018

Variations of Confidence in News Reported by Media: A Federal Media & Marketing Study Preview   The federal workforce may be as polarized in their views of the media as the general population. Last year, the Federal Media & Marketing Study asked federal workers how they felt about “fake news.” Two-thirds said recent commentary about “fake news” had at least some impact on their perceptions of news organizations’ credibility. This year Market Connections wanted to dig a little deeper. Thinking there might be some halo effect that the media source has on the advertisers, we wanted to understand how confident decision makers felt on ... Read more

Are You a Leader or Follower in the Federal Market? Winners Differentiate Themselves from the Pack

October 4, 2018

At last week’s Market Chat Live! event by Government Marketing University, Connie Sayers, President of Government Executive Media Group provided some keen insights and best practices around account-based marketing in the public-sector market. One recommendation around ABM: in order to differentiate yourself from other contractors, create key messaging geared to specific agencies you are targeting. In a crowded federal IT market, Sayers shared that as many as 52 government contractors distinguish themselves as specialists in digital transformation! In this example, with so many contractors all focused on one topic area, how does one contractor set themselves apart from the rest? As ... Read more

SAIC Announces Acquisition of Engility:

September 25, 2018

Creating the Second Largest Independent Technology Integrator in Government Services   On Monday, September 10, Science Applications International Corp. and Engility Holdings Inc announced their agreement of SAIC’s acquisition of Engility in an all-stock transaction valued at $2.5 billion, creating the second largest independent technology integrator in government. The combined company will retain the SAIC name and continue to be headquartered in Reston, Virginia. For those of us in the industry, another merger of two large companies to form a mega-contractor has become common practice to remain competitive in this difficult public-sector market. Just earlier this summer, we reported on Northrop Grumman’s acquisition ... Read more

Digital Advertising Will Rule for Marketers in 2018 and Beyond

September 18, 2018

Market Connections tries to stay abreast of news and topics that can help our clients and make us better partners. We recently came across the 2018 results of The CMO Survey®, sponsored by the American Marketing Association, Deloitte and Duke University’s Fuqua School of Business. This biennial study gathers opinions from top marketers at US B2B and B2C for-profit companies with the goal of predicting the future of markets, tracking marketing excellence and improving the value of marketing. Among a myriad of interesting findings, one in particular caught our attention: digital marketing expenditures are expected to increase by more than 12% ... Read more

Booz Allen Hamilton, Leidos Among Forbes’ Top 100 Best Employers for Women

August 16, 2018

Congratulations to clients and friends, Booz Allen Hamilton and Leidos, for being named among the top 100 of Forbes’ first-ever ranking of America’s best employers for women. The overall list consists of 300 employers that received the most recommendations and boasted the most gender diverse boards and executives as identified by over 40,000 Americans, including 25,000 women working for large companies. Respondents were asked to rate their organizations on criteria such as working conditions, diversity and how likely they’d be to recommend their employer to others. Female respondents were further asked to rate employers on parental leave, discrimination and pay equity and ... Read more

What are Your Competitors Spending Their Marketing Dollars On?

August 9, 2018

In a recent blog post, we shared the top challenges faced by federal marketing and business development professionals as seen in the 2018 Federal Government Contractor Study. While it is nice to know the challenges we all are facing, what you REALLY want to know is: How are your competitors spending their marketing dollars? Is their spending the same as yours? What about next year? You don’t want to miss the next big thing, and you certainly want to know where your efforts are going, so that you can go head-to-head with your primary competitors. Being present is still a key to winning. Almost 9 out ... Read more

Top Five Challenges Faced by Federal BD & Marketing Professionals

July 31, 2018

Earlier this summer, Market Connections in partnership with Professional Services Council and Merritt Group conducted our biennial 2018 Federal Government Contractor Study. In order to stay alert to the biggest issues our government contractor clients may be facing, we conduct this study to answer what federal marketing and business development (BD) professionals are currently wrestling with in the marketplace. Year after year, we take into account how respondent answers vary based on what role they play within their company. While, as a group, both business development and marketing departments find similar areas challenging, when you compare the two, responses differ. What were ... Read more

2018 Federal Contractor Study Reveals How To Land Business

July 17, 2018

Data shows winning contractors personalize marketing assets, conduct account specific research, and engage in event sponsorships MCLEAN, VA – July 17, 2018 – Market Connections, a custom research firm, today announced the results of its 2018 Federal Contractor Study, launched in partnership with Merritt Group, a nationally recognized strategic communications agency, and the Professional Services Council (PSC), the leading trade association for technology and professional services government contractors. The study reveals the most common business development and marketing services practices leveraged among top performing contractors. Merritt Group, Market Connections, and PSC conducted a blind, online study of 200 government contractors in May ... Read more

Mergers & Acquisitions: Northrop Grumman Acquires Orbital ATK

June 28, 2018

Company Renamed Northrop Grumman Innovation Systems   For those of us in the federal market, news of mergers & acquisitions are steadily becoming the norm.  Throughout all mergers, senior leadership faces new challenges to make sure that customers are well informed and satisfied, prospective business partners are clear on roles and responsibilities and the culture and employees of the new combined company are all moving the right direction. In the news this month, the U.S. Federal Trade Commission cleared Northrop Grumman’s purchase of defense and space contractor Orbital ATK, thereby making Orbital ATK Northrop Grumman’s fourth business sector, named Northrop Grumman Innovation Systems. ... Read more

Is Your Brand a Leader in Your Market?

June 21, 2018

Your brand is a critical contributor to the value of your company. If you aren’t leading, you may be falling behind. From overall awareness to specific perceptions, your brand carries the weight of your company’s mission wherever it goes. Both consciously and sub-consciously, your brand is constantly evaluated by your prospects and compared to your competitors. Your brand perception in the market is the floor for the evaluation of all your products and services. Poor, or non-existent, brand perceptions start you in a hole. A brand that leads knows what it wants to be, where it wants to be and ... Read more

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