The Sounding Board

What's New in B2G Marketing: A MAM-Summit Recap

Posted by Katie Hanusik on Thu, Apr 26, 2012 @ 14:04 PM

The Mid-Atlantic Marketing Summit held an afternoon event specifically for business-to-government marketers.  The panel included: Gal Borenstein, Borenstein Group; Marc Hausman, Strategic and Allan Rubin, Immix Group.

There was an interesting discussion of both new and old trends now shaping the public sector ecosystem.

What is the budget environment in public sector?

Given that it’s an election year, the panelists agreed that there’s a focus on the deficit and doing more with less.  Government continues to be interested in off-the-shelf products that can be in the users’ hands more quickly, and procurement processes are tightening up. 

What does this mean for B2G vendors?

Successful B2G companies must have a strong “value” message and be able to quantify the return on investment.

What are the repercussions of recent government ethics scandals?

In the wake of GSA’s excessive event spending scandal, new legislation is pending that would cap government spending on a single event, allow outside sponsors and require full event funding transparency.  The acting GSA administrator has suspended all travel by GSA employees unless it is deemed “essential” by agency management.

What does this mean for B2G vendors?

In addition to the travel restriction, these ethics scandals have focused attention on perceived violations. Anti-lobbying legislation will further complicate industry’s marketing efforts to host events attended by government employees. The panelists surmised that it will be easier for government employees to attend events hosted by third party companies or the media rather than an event hosted by an individual technology company. 

How is the B2G marketing landscape changing?

As more and more companies try their hand at government sales to make up for decreasing commercial revenue, the vendor landscape is becoming increasingly competitive.  In addition, marketing programs are showing decreased results and webinars are attracting fewer attendees.  New government-specific multimedia properties are attracting marketing dollars – and further diluting the investment with traditional public sector publishers.

What does this mean for B2G vendors?

The B2G marketers’ job is more complicated than ever.  Marketers must sift through new(er) sponsorship and advertising opportunities with outlets such as FedScoop, GovLoop and GovEvents, in addition to the tried and true.  Given the increasing number of competitors and the decreasing ROI from some marketing programs, B2G marketers are working harder to generate the same number of leads.

- Katie Hanusik

Topics: Tech Community, B2G, MAM Summit, Government