In the ever-evolving landscape of business-to-government marketing, it can be hard to know where to turn for up-to-date and trustworthy information. That’s why I was eager to be involved when federal marketing strategist Mark Amtower asked me to be one of twelve contributors to Government Marketing Best Practices 2.0: What You Need to Know for Accelerated Success, along with some of his mentees and members of Government Marketing University’s Ideation group. Whether you’re a newbie trying to break into government contracting or an experienced professional services company trying to level up from subprime to prime, this 120-page govcon handbook offers tried-and-true best practices and is one of the most current resources available today.
The “Bigger Picture”
The U.S. federal government market is the largest and most competitive in the world. Navigating its processes for buying products and services across a multitude of sectors involves a mind-numbing range of laws, regulations, and requirements. Marketing plays a significant role in succeeding with public contracts, but special approaches are needed due to the specific nature of this market and its customers. According to Amtower, “Marketing is an integral part of a successful company’s DNA, and the role of marketing in govcon continues to grow and gain in sophistication.”
The “Ins and Outs”
Amtower has done an exceptional job of gathering the knowledge of seasoned industry experts, providing readers with an experience that feels like a masterclass in government marketing strategies. “The authors are people I know, I trust, I like, and I respect. I tried to match authors with skill sets and interests and based on the work I recommend to others,” said Amtower. The diversity in perspectives and case studies ensures that readers are exposed to a wide range of strategies, insights, and universal truths that are both practical and innovative in nature.
Each chapter can be taken as a standalone piece, allowing readers to easily digest different approaches and utilize chapters as reference and educational guides on how to market your business capabilities to the federal government. Here are some of the tips and insights that resonated with me by chapter:
This compilation of expert knowledge emphasizes the need for integrated campaigns to drive success in government marketing. It is also a testament to one of the things I appreciate most about this industry—that government marketers are a tight-knit group who collaborate well and support one another. Government Marketing Best Practices 2.0, ranked as one of GovBrew’s top govcon books, delves into the unique challenges, opportunities, and regulations that come with marketing to the U.S. federal government and helps readers respond to these distinct situations appropriately. It provides invaluable insights into the intricate web of government contracting, demonstrating how effective marketing practices can directly impact a business’s success in securing government contracts.