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Market Chat

Bringing Clarity to the Clutter in Government Marketing

Ongoing series in partnership with Federal News Radio, part of the Federal News Network with hot topics, best practices, exciting guests and innovative ideas.

Welcome to Market Chat – “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas. Market Chat is an ongoing series in partnership with Federal News Radio, part of the Federal News Network.  Market Chat provides an open and collaborative interaction between government and industry to ensure that all listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local prospects.

Welcome to Market Chat – “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas. Market Chat is an ongoing series in partnership with Federal News Radio, part of the Federal News Network.  Market Chat provides an open and collaborative interaction between government and industry to ensure that all listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local prospects.

We are talking about Public Sector Distributors to ensure our listeners have a good understanding of the channel ecosystem and how best to take advantage of the many offerings they have that you may not be aware of.

Apply what you’ll learn from this episode of Market Chat to start taking advantage of the many benefits that government distributors offer.  Distributors are a vital part of our government marketing ecosystem.  They bring innovative government-ready solutions that solve the unique needs of government in addition to having superior public sector expertise.  You’ll learn how to best collaborate with your distribution partners as well as:

  • Receive clear insight into how distribution channels work, and how to distinguish between 1 tier distributors versus 2 tier distributors.
  • Learn from the pros on how to surpass your co-marketing metrics and sales goals by engaging with distributors.
  • Gain insight on distributors value-added customized marketing campaigns that can help feed your sales pipeline and deliver a stronger ROI.
  • Hear about the many service offerings distributors offer from technology subject matter experts, strategic alliances, training resources and more.
  • Hear about sales enablement tools and training all to help your sales team uncover new opportunities.
  • If you are just entering the federal market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your company’s partnerships with key distribution partners.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University

Guest Speakers

Tim Hannon, Vice President, Public Sector Solutions, Tech Data
Maria Moore, Vice President of Marketing, DLT Solutions
Rita Walston, former Senior Director, Marketing Programs, immixGroup, an Arrow Company and Director, Public Sector Marketing, Snowflake

If you are just entering the federal IT services market or have been marketing your service offerings for a while you will walk away with new knowledge on ways to increase your company’s thought leadership. Today’s government IT landscape is constantly evolving. Staying ahead of market requirements means that government marketers must constantly be reinventing their company’s messaging. It demands agility in messaging, innovative campaigns, and the ability to do more with less. Topics include:

  • Marketing best practices for marketing and selling IT Services
  • Definition and marketing insights around Software as a Service
  • What comes next in Government IT Services
  • Relevant government websites for marketers to use in research of targeted agencies and POC’s

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Liz Anthony, Senior Vice President of Marketing, ViON
Aaron Heffron, President, Market Connections
Milo Speranzo, Director North American Marketing (Federal), Dell EMC

If you are just entering the cybersecurity market or have been marketing your cybersecurity solutions for a while you will walk away with new knowledge on ways to increase your company’s thought leadership around cybersecurity.  Hear cybersecurity insight from both government and industry experts and apply what you’ll learn from this episode of Market Chat to make better marketing and sales decisions and increase your company’s visibility within the federal cybersecurity space. Topics include:

  • What are the latest updates coming out of government on cybersecurity strategies?
  • What does a federal CISO look for when looking to procure new cybersecurity solutions? Events? Case Studies? Email? Social Media?
  • What are marketing best practices when ensuring your company’s cybersecurity solutions are top of mind with your federal audience?
  • If you are just entering the cybersecurity market what is the best way to increase your awareness?
  • Government marketing industry expert on a real-live cybersecurity marketing case study that provided great results!

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Wanda Teresa Jones-Heath, CISO, Air Force
Joseph A. Bendler, Sr., Major General, US Army (Retired) and Principal, Deep Water Point, LLC
Lisa M. Sherwin Wulf, Director of Marketing, Federal and National Government, SolarWinds 

Gain broader insight into the Federal Health IT market as we bridge the gap between IT and Healthcare.  Apply what you’ll learn from this episode of Market Chat to make better marketing and sales decisions and increase your company’s visibility within the federal Health IT market. If you are just entering the health IT market or have been marketing to agencies focused on Health IT for a while you will walk away with new knowledge on ways to increase your company’s awareness within federal Health IT. Topics include:

  • What is Health IT and why should government sales and marketers market to them?
  • What Health IT topics are of most interest to buyers and how to ensure your Health IT messaging will resonate.
  • What are marketing best practices when ensuring your company’s Health IT solutions are top of mind with your audience?
  • If you are just entering the health IT market what is the best way to increase your awareness?
  • Where do Health IT buyers go for IT information? Events? Case Studies? Email? Social Media?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Amy Caro, Health IT Expert and Partner, Deep Water Point, LLC
Julie Murphy, Partner and SVP, Public Relations, Sage Communications

 

While most federal marketing efforts are focused primarily on the 24 Cabinet-level, CFO-Act agencies, did you know that there are roughly 100 small agencies?  Learn what you need to know about the “non-CFO Act” small agencies aka the “smalls.”  A typical Cabinet-level department (Interior, Justice, State) may have tens of thousands of employees, small agencies have under 6,000 employees and micro agencies typically have under 50 people.  Altogether though, the “smalls” employ about 50,000 Federal workers and manage many billions of dollars.

You will learn about the Small Agency Council a voluntary management association of sub-Cabinet, independent Federal agencies, established in 1986.  Does your marketing program resonate with decision-makers in small agencies?  Apply what you’ll learn from Market Chat to make better decisions and increase your company’s visibility among small agency decision-makers. Topics include:

      • What are small agencies and why should government sales and marketers market to them?
      • What makes them different from larger federal agencies?
      • What are the advantages and disadvantages of marketing to small agencies?
      • What are marketing best practices when working with small agencies?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Kimberly Hancher, Former CIO, EEOC, Government Marketing University Ambassador
Marc Zoellner, Managing Partner, IAD Consulting, LLC

The “RIGHT” Capture Team is a singularly focused, multi-faceted, cross-organizational team B2G companies put in place around a specific initiative that is of the highest importance, strategically and for profits.

As in every great Orchestra – all musicians must play their role in concert with their orchestra peers.  Their individual strengths will be highlighted at the exact moment they are needed. The same holds true as your company pursues new business from opportunity identification and qualification through contract award.  You’ll gain insight into how you can be a part of this orchestra and ensure you’re doing your part in ensuring your company’s success!  Special emphasis will be placed on how Government Marketers can play a vital in their company’s Orchestra. Topics included:

  • Develop your Orchestra (Capture Team) and process needed for success.
  • Identify roles and responsibilities to ensure a WIN!
  • Raise your competitiveness through insider tips, tools, and techniques

Understanding these steps is a must for government contractors. You will learn how successful government contractors consistently win the programs they pursue.  Apply what you’ll learn from this Market Chat to make better decisions and increase your company’s government win probability.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Helene Johnson, Founder, Bid2Win Consulting
Stacey Piper, President, Stacey Piper Consulting

Every year, October predictably brings autumn leaves, playoff baseball, and, yes, a new CR. Continuing Resolutions — the stopgap funding bills that keep government running until Congress passes an annual appropriations — play havoc on government budgets and planning. So what does a government marketer need to know?

Learn from three former federal executives about how CRs impact the government procurement cycle — and your government marketing campaigns. Hear important insights into how marketers can better plan and execute their messaging campaigns when budgets are tight and future funding is uncertain.  Topics include:

  • When did CR become the “new norm” and how does it impact the federal IT community?
  • What can government contractors expect to see under the new CR that will take effect on Oct. 1?
  • How can government marketers improve the success of their marketing campaigns during a CR?
  • How can government contractors leverage Federal End-of-Year (EOY) Sweeps when moving towards a CR.
  • In addition, this Market Chat edition will discuss how to ensure your marketing campaigns are hitting the mark for Citizen’s Services.  During a one-on-one interview with Martha Dorris, Founder at Dorris Consulting International and Former Deputy Associate Administrator, Office of Citizen Services and Innovative Technologies, GSA we will hear the new buzz words and how government is actively using new technologies for their mission of Citizen Experience.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Karen Britton, Former CIO, Executive Office of the President and Vice President, Digital Services Division, LSI
Martha Dorris, Former Deputy Associate Administrator, Office of Citizen Services and Innovative Technologies, GSA and Founder, Dorris Consulting International

Learn from 3 federal executives to pick their brains on what really happens inside of a federal agency during the end-of-year buying season. Learn:

  • What time of year should marketers launch program to best position their companies to take advantage of end-of-year procurements?
  • Are end-of-year marketing campaigns worthwhile? If yes, what types of marketing campaigns work? Webinars, Briefings, White Papers, Telemarketing?
  • How do marketers best position their companies to take advantage of end-of-year buying?
  • How can vendors get visibility on agencies’ end-of-year procurement priorities?
  • When do marketers need to do the bulk of their marketing activities to ensure their companies take advantage of end-of-year buying (i.e., listen to find out if you need to market in the first ½ of the year or is it worth your time and energy to tee up an end-of-year campaign? Or are both needed?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Soraya Correa, Chief Procurement Officer, DHS
Sean Kelley, Former CISO, EPA and Deputy CIO, VA and Government Marketing University Ambassador
Henry J. Sienkiewicz, Former CIO and Designated Authorizing Authority, DISA and Government Marketing University Ambassador

Learn from 3 public sector marketers who have unlocked the secrets of successfully marketing to state and local governments.  You will learn:

  • State and local government buying practices and trends: How do state and local markets operate differently than the federal market and how should marketers address those distinctions?
  • Engagement best practices: What works and doesn’t work when it comes to engaging state and local procurement and IT officials?
  • Events: What are the best events to attend for reaching state and local decision-makers?
  • Research: What are effective ways to research and pursue state and local procurement opportunities?
  • Messaging: What should marketers be mindful of when communicating their companies’ value propositions to state and local audiences?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Karen Borosky, Senior Field Marketing Manager, State and Local Government and Education, NetApp
James Baker, Public Sector Marketing Strategist and Government Marketing University Professor
Stephanie Broyles, Senior Director, Global Government Marketing, FireEye

Learn from 3 federal public affairs officers and one general counsel’s office representative on how they decide requests they receive from government marketers for official statements, testimonials, government speakers, case studies, use of agency logos, and more.  Topics include:

  • Federal agency “rules of the road”: What kind of marketing is allowed — and not allowed — when it comes to discussing federal customers?
  • Engagement best practices: What are best practices when it comes to engaging federal public affairs offices for marketing needs?
  • Case studies: How can marketers find more success in developing federal case studies?
  • Federal quotes, logos, photos: When is it OK to use quotes from a federal official in your marketing messaging? What rules govern the use of an agency logo or publicly available government photos?
  • Note to listeners: The following links are discussed in this episode:
  • Defense Videos Imagery Distribution System (DVIDS)
  • Rules governing use of DVIDS imagery
  • The Defense Imagery Management Operations Center (DIMOC)

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Cindy Your, Chief of Strategic Communications, DISA
Erin Buechel Wieczorek, Chief of Congressional Affairs and Strategic Communications Division, (PEO EIS), U.S. Army
Nadine Villanueva Santiago, Trademark and Licensing Program Manager, Office of General Counsel, U.S. Navy
Christopher T. O’Neil, Chief, Media Relations Division, Office of Safety Recommendations and Communications, NTSB and President, Association of Government Communicators.

4 government marketing pros with over 15 years each in government marketing offer tips and insights on how to strengthen your government marketing efforts.  Topics Include:

  • Events: Small, large, geo – what is best? What are the best practices for measuring ROI and success?
  • Marketing Mix: How do you ensure you are getting the right marketing mix? What is the right percentage split for lead generation, brand awareness, events, and sales enablement?
  • Market research: Research has been around for a long time but in this day of social media and all the many new ways of capturing insight – how do you tackle this in your marketing?
  • Marketing budget: Lessons learned and best practices for obtaining marketing funds from corporate, partners, alliances and other tips on finding dollars.
  • Content is King: How do you maximize your dollar investment on content and what type of content works best? White Papers, Use Cases, InfoGraphics, Web, Social Media.
  • Marketing Plan: We provide some good old fashion government marketing training – hear what your first steps should be in your plan development.
  • Mentoring: If you are just starting your career or are new to their government marketing role are very interested in having mentors to help you develop and hone your government marketing skills that we invite you to get in touch with GMarkU at [email protected]. Our panel of experts (and GMarkU Mentors) will share advice that all government marketers should know.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Kim Hower, Director, Public Sector Marketing, Nutanix
Ginger Kessler, former Director, Federal Marketing, Brocade Communications
Kate Tong, former Director, Public Sector Marketing, Cloudera and Director, US Public Sector Marketing, Elastic
Rita Walston, former Senior Director, Public Sector Channel Marketing, immixGroup, an Arrow Company and Director, Public Sector Marketing, Snowflake

Do you ever wonder how your marketing efforts are connecting with your government customers? Learn from 5 former federal senior IT and acquisition executives what marketing tactics work and don’t work. Listeners will learn how to strengthen their government marketing efforts by:

  • Hearing straight from former and current government executives on where they go to gain IT knowledge when procuring vendor products, solutions or services.
  • Hearing the wisdom of government executive panelists to ensure your marketing campaigns are on point with government vendor marketing expectations.
  • Hearing tips on how to get (or not get) the attention of federal IT executives through your marketing, including email, events, content, PR, social media, appointment setting and more.
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