An integral part of the B2B toolbox for decades, account-based marketing (ABM) is a strategy for building client-specific campaigns. Yet ABM’s potential for success goes beyond civilian enterprises. Government contracting marketers can also employ its strategies and tailor their messaging to specific agencies and departments. Indeed, contractors can capture highly sought-after accounts before competitors by partnering with a B2G digital marketing agency.
For award-winning digital marketing services and support, look to KME.digital. Since 2005, our team has created custom digital solutions for Washington, DC, B2B and B2G clients. Our experience with federal government contractors allows us to strategize and produce content that garners high-yield results. Visit our website or call (703) 585-3321 to learn how KME can optimize your B2G digital marketing strategy!
Below, we discuss how large and small businesses can use ABM for B2G marketing:
Identify Ideal Government Accounts
Although we often refer to “the government” as a single entity, it actually comprises many branches and interests. Indeed, there are significant nuances between the federal, state, and local levels, as well as between agencies. Therefore, broadcasting a general message across these divisions negates the message’s impact. Tailor your campaigns to specific agencies, departments, or projects to illustrate their alignment with your service offerings.
Consider the needs and challenges that your company’s products and services address. Which agencies will relate to these pain points? Conducting adequate research on your ideal audience can help you tailor your messaging to those agencies’ decision-makers. B2G marketing experts are vital in these efforts, carefully crafting promotional materials and UX design to accentuate relevant content.
Follow the Government Acquisition Cycle
Just as fiscal years influence how private sector businesses spend money, the federal acquisition cycle affects government spending. Between October 1 and September 30, agency leadership teams progress through this cycle’s phases while considering RFPs. ABM-driven B2G businesses should align their strategy and methods with this calendar:
- Pre-solicitation phase: Agency leadership identifies the need for products and services and evaluation material for competitive acquisition. They may need market research to identify qualified vendors during this time (usually winter and spring).
- Solicitation and evaluation phase: Proposed acquisitions are publicized and pre-proposal conferences are held. The evaluation of bids and proposals also begins during this phase.
- Award phase: Agencies award their contracts and debrief with successful and unsuccessful offerors.
- Contract administration phase: Agencies monitor the contract’s performance and compliance, accept deliverables, and close the contract.
Within this cycle, winter and spring are ideal times for B2G marketers to spread brand awareness. Ads and other sponsored content can increase brand recognition without hard-selling your services to researchers. As the evaluation phase approaches in summer and agencies narrow contract decisions, B2G businesses can promote case studies and lead-generating campaigns that support their claims. Finally, when agencies accelerate buying in early fall, marketing strategies can hone in on customized solutions and winning contracts.
Personalize Your Approach
Thousands of businesses in the DMV alone are competing for government partnerships. To stand out, your B2G marketing campaigns must effectively answer some critical queries. For instance, how are you better positioned than your competitors to enable mission success? Your company’s distinctions and authority in the field are what draw attention and win contracts.
Promote your organization by developing case studies, white papers, and other accessible material that address agencies’ needs. Moreover, emphasize your solutions’ adherence to government regulations and your business’ experience with public sector marketing. An adept B2G digital marketing agency can hone such language to be unique yet confident.
Get Creative
Given the seismic shifts triggered by COVID-19, B2G marketers must reexamine ABM and general campaign strategies to remain competitive. Reaching and impressing audiences requires staying adaptable and innovating within the marketing landscape. Luckily, the industry offers numerous tools for achieving such outcomes.
For example, programmatic advertising tools can deliver your content to potential customers through novel channels. Geotargeting or geofencing a conference can put your ads before agency leaders at the ideal time for a conversion. Meanwhile, AI tools can help B2G content marketers develop blog posts and other rich content to engage target accounts. Elevating yourself above competitors is a challenge, but with digital experts in your corner, you can easily adapt.
B2G Digital Marketing Agency in Washington, DC!
Washington, DC, businesses seeking to target high-value accounts with personalized, strategic campaigns can turn to KME.digital. A local B2G digital marketing agency, KME customizes digital solutions to meet our private and public sector clients’ needs. From sophisticated UX design and development to lead-generating advertising, our innovative team can meet all your B2G requirements. Receive a digital evaluation today by calling (703) 585-3321!