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Updated for 2021 - 10 Laws of Government Sales & Marketing
Joe Morris
VP of Research,
e.Republic
Dustin Haisler
Chief Innovation Officer,
e.Republic
Agenda
• Part 1: 10 Laws of Government Sales & Marketing - New Tactics for
2021
• Part 2: Ask Us Anything LIVE!
In 2016, we
started a
movement.
Your Biggest Public-Sector Sales Challenges
• New Environment – Virtual is the new medium for many government sales and
marketing efforts and will gradually shift to a hybrid of in-person/virtual engagements.
• New Behaviors – New behaviors have impacted content consumption patterns with
shorter attention spans that require experiences made for rapid consumption.
• New Expectations - Government IT has increasingly come into the spotlight
throughout the events of 2020, and there are growing expectations from new
stakeholders that must be balanced.
What’s Changed?
• Bundle Engagements– Find opportunities to turn one-time engagements,
like a webinar participation, into other content types (i.e., using a webinar
create a case study).
• Digital Fatigue is Real – Make every engagement and experience that is focused
on helping agencies solve complex problems. Be inspired and have a little fun
in the process.
• Avoid One-and-Done Campaigns – Find ways to take evergreen content and
recirculate it through market in different mediums (i.e., turning a webinar into
a contributed Q&A on GovTech.com and case study for lead generation).
What We’ve Learned
Updated for 2021 - 10 Laws of Government Sales & Marketing
Stories of
Customer Success
Thought Leadership / Market Education
Brand Building /
Marketing Efforts
Awareness Activities Traction Activities
Point-of-View Activities
• Be a Virtual Resource – Since many IT leaders have been heads down in response
and recovery, build trust by being a resource by sharing trends, new best practices,
and more. Make sure the campaigns you design are also seen as being ‘resourceful’
for government leaders.
• Provide a Platform – Leverage your virtual platforms to feature customers and the
work they have done and are doing.
• Build for Actionability - Design campaigns that allow agencies to ‘steal this’ idea or
customer case study.
• Focus on the Why? – With an abundance of potential projects and limited time,
focus on addressing the ‘Why Now?’ in your point-of-view.
2021 Updated Tactics
You can build trust by sending
a CIO a nice gift.
YES or NO
Build trust by continuously being a
resource for government executives
by sharing relevant best practices,
trends, and other helpful resources.
YES or NO
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
New External Market Signals
New Expectations from External Stakeholders, Public Challenges
Experienced by Other Agencies, New Consumer Behaviors
New Internal Market Signals
Budget & Cost Control Initiatives, Federal Funding Received,
Deployed Technologies and New Processes In Response to COVID-19
New Foundational Elements Procurement Changes, Suspended Restrictions
Follow Changes in ‘The Environment’
• Align Your Messaging to the New Needs – Design campaigns that align to the
mission-critical needs of government and track how they change over the remainder
of the year.
• Understand the New Environment – Keep up with what foundational elements of
the environment (including procurement rules) may permanently change post-
pandemic.
• Do Your Digital Homework – Understand the new internal and external market
signals and how they impact your prospective customers.
2021 Updated Tactics
Align your
solutions to what
is mission-critical
for state and local
agencies.
Source: Center for Digital Government 2021
2021 Government Technology Priorities
Read IT strategic plans, agency policy
priorities, to better understand the
unique needs and drivers of agency
IT leaders.
YES or NO
Use lots of buzzwords to help
demonstrate your state and local
government market savvy.
YES or NO
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
• Understand the Evolving Stakeholder Landscape – New department leaders,
policymakers, elected officials, and more are involved in IT decisions – ensure you
design campaigns and engagement for the full set of titles involved in IT projects.
• Understand the Needs, Challenges, and Opportunities – Update your personas for
each stakeholder involved in the IT buying process to better understand.
• Help Connect the Dots – With new stakeholders involved in driving IT priorities and
spending, ensure that you are helping connecting dots and not building silos.
2021 Updated Tactics
Setup virtual meetings with
department leaders without the
CIO’s involvement.
YES or NO
Equip your champion inside of a
government agency with knowledge,
data and resources that can help them
educate other stakeholders on your
solution and approach.
YES or NO
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
Virtual Personal Contact Mediums Example Virtual Activities
Industry Conferences Virtual Digital Government Summits
Working Groups
Center for Digital Government’s
Digital Communities and Digital States
Performance Institute
Hosted Engagements & Initiatives
Crisis Response & Future of Work Initiatives,
Techwire Member Briefings,
e.Republic Market Briefings
Webinars & Roundtables Sole-sponsored custom events
Virtual Personal Contact Mediums
• Be Where Your Market Is – Ensure that your marketing strategy includes elements
of being at the ‘virtual’ table at trusted industry conferences and events, even if
you’re not presenting.
• Compress Timing – Find ways to compress the ask for time for you audience to
shorter segments to make it easier for your prospective buyers to engage.
• Avoid Cold Digital Outreach – Avoid cold unsolicited and non-relevant mass
outreach campaigns; make things personal and relevant.
2021 Updated Tactics
Find strategic virtual events — and
other pre-planned opportunities that
key agency leadership is participating
in — to learn about challenges and
opportunities for your company.
YES or NO
Cold call and e-mail the CIO
to get a meeting to help influence
a future procurement.
YES or NO
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
• Follow the 2021 Legislative Cycles – Many purchasing restrictions and procedures
were adapted in crisis responses to the pandemic, make sure you watch how these
may change with states back in session.
• Reevaluate Your Contracting/Procurement Strategies – The drastic changes in the
government IT landscape reemphasize the need to reevaluate the paths to
procurement for your product to ensure you remove as much friction from the
buying process as possible.
2021 Updated Tactics
Research the specific purchasing
rules, regulations, and contract
vehicles prior to engaging with a
government agency.
YES or NO
Price your product under the
discretionary spend cap in order
to be procurable at any time –
no budget needed.
YES or NO
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
• Understand the Full Funding Picture – Understand the economic climate with the
prospective agencies you are engaging with.
• Find Creative Funding Mechanisms – We’ve seen the rise of Public-Private-
Partnerships (P3s), Public-Public Partnerships, and more used to help share costs
and benefits.
• Understand Federal Funding Restrictions – Although the federal government has
created and reactivated several direct and grant-based funding pools for state and
local government, understand the restrictions and eligibility of using these funds
prior to recommending them.
2021 Updated Tactics
There’s always available funding
somewhere so continue to push
your prospective customer until you
have a deal!
YES or NO
Understand the full budget process
and be part of the conversation
in advance of a formal
procurement opportunity.
YES or NO
A Few More Laws To Keep In Mind.
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
Updated for 2021 - 10 Laws of Government Sales & Marketing
Ask Us Anything LIVE
What were the most popular types
of tech purchases in 2020?
Are you seeing any decline in webinar
participation due to virtual fatigue?
Any predictions on when face to face
meetings with external parties will return?
How do you form partnerships with
cities to incubate innovative ideas?
How SLG manage to accelerate their buying cycles to
respond in a quicker manner to current needs? Are they
transforming/modernizing their procurement processes?
We've managed to acquire leads from events, what's
best practices and what works once the event is over
for outreach and prospect journeying?
Ask Us Anything LIVE
Updated for 2021 - 10 Laws of Government Sales & Marketing

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Updated for 2021 - 10 Laws of Government Sales & Marketing

  • 2. Joe Morris VP of Research, e.Republic Dustin Haisler Chief Innovation Officer, e.Republic
  • 3. Agenda • Part 1: 10 Laws of Government Sales & Marketing - New Tactics for 2021 • Part 2: Ask Us Anything LIVE!
  • 4. In 2016, we started a movement.
  • 5. Your Biggest Public-Sector Sales Challenges
  • 6. • New Environment – Virtual is the new medium for many government sales and marketing efforts and will gradually shift to a hybrid of in-person/virtual engagements. • New Behaviors – New behaviors have impacted content consumption patterns with shorter attention spans that require experiences made for rapid consumption. • New Expectations - Government IT has increasingly come into the spotlight throughout the events of 2020, and there are growing expectations from new stakeholders that must be balanced. What’s Changed?
  • 7. • Bundle Engagements– Find opportunities to turn one-time engagements, like a webinar participation, into other content types (i.e., using a webinar create a case study). • Digital Fatigue is Real – Make every engagement and experience that is focused on helping agencies solve complex problems. Be inspired and have a little fun in the process. • Avoid One-and-Done Campaigns – Find ways to take evergreen content and recirculate it through market in different mediums (i.e., turning a webinar into a contributed Q&A on GovTech.com and case study for lead generation). What We’ve Learned
  • 9. Stories of Customer Success Thought Leadership / Market Education Brand Building / Marketing Efforts Awareness Activities Traction Activities Point-of-View Activities
  • 10. • Be a Virtual Resource – Since many IT leaders have been heads down in response and recovery, build trust by being a resource by sharing trends, new best practices, and more. Make sure the campaigns you design are also seen as being ‘resourceful’ for government leaders. • Provide a Platform – Leverage your virtual platforms to feature customers and the work they have done and are doing. • Build for Actionability - Design campaigns that allow agencies to ‘steal this’ idea or customer case study. • Focus on the Why? – With an abundance of potential projects and limited time, focus on addressing the ‘Why Now?’ in your point-of-view. 2021 Updated Tactics
  • 11. You can build trust by sending a CIO a nice gift. YES or NO
  • 12. Build trust by continuously being a resource for government executives by sharing relevant best practices, trends, and other helpful resources. YES or NO
  • 15. New External Market Signals New Expectations from External Stakeholders, Public Challenges Experienced by Other Agencies, New Consumer Behaviors New Internal Market Signals Budget & Cost Control Initiatives, Federal Funding Received, Deployed Technologies and New Processes In Response to COVID-19 New Foundational Elements Procurement Changes, Suspended Restrictions Follow Changes in ‘The Environment’
  • 16. • Align Your Messaging to the New Needs – Design campaigns that align to the mission-critical needs of government and track how they change over the remainder of the year. • Understand the New Environment – Keep up with what foundational elements of the environment (including procurement rules) may permanently change post- pandemic. • Do Your Digital Homework – Understand the new internal and external market signals and how they impact your prospective customers. 2021 Updated Tactics
  • 17. Align your solutions to what is mission-critical for state and local agencies. Source: Center for Digital Government 2021 2021 Government Technology Priorities
  • 18. Read IT strategic plans, agency policy priorities, to better understand the unique needs and drivers of agency IT leaders. YES or NO
  • 19. Use lots of buzzwords to help demonstrate your state and local government market savvy. YES or NO
  • 22. • Understand the Evolving Stakeholder Landscape – New department leaders, policymakers, elected officials, and more are involved in IT decisions – ensure you design campaigns and engagement for the full set of titles involved in IT projects. • Understand the Needs, Challenges, and Opportunities – Update your personas for each stakeholder involved in the IT buying process to better understand. • Help Connect the Dots – With new stakeholders involved in driving IT priorities and spending, ensure that you are helping connecting dots and not building silos. 2021 Updated Tactics
  • 23. Setup virtual meetings with department leaders without the CIO’s involvement. YES or NO
  • 24. Equip your champion inside of a government agency with knowledge, data and resources that can help them educate other stakeholders on your solution and approach. YES or NO
  • 27. Virtual Personal Contact Mediums Example Virtual Activities Industry Conferences Virtual Digital Government Summits Working Groups Center for Digital Government’s Digital Communities and Digital States Performance Institute Hosted Engagements & Initiatives Crisis Response & Future of Work Initiatives, Techwire Member Briefings, e.Republic Market Briefings Webinars & Roundtables Sole-sponsored custom events Virtual Personal Contact Mediums
  • 28. • Be Where Your Market Is – Ensure that your marketing strategy includes elements of being at the ‘virtual’ table at trusted industry conferences and events, even if you’re not presenting. • Compress Timing – Find ways to compress the ask for time for you audience to shorter segments to make it easier for your prospective buyers to engage. • Avoid Cold Digital Outreach – Avoid cold unsolicited and non-relevant mass outreach campaigns; make things personal and relevant. 2021 Updated Tactics
  • 29. Find strategic virtual events — and other pre-planned opportunities that key agency leadership is participating in — to learn about challenges and opportunities for your company. YES or NO
  • 30. Cold call and e-mail the CIO to get a meeting to help influence a future procurement. YES or NO
  • 33. • Follow the 2021 Legislative Cycles – Many purchasing restrictions and procedures were adapted in crisis responses to the pandemic, make sure you watch how these may change with states back in session. • Reevaluate Your Contracting/Procurement Strategies – The drastic changes in the government IT landscape reemphasize the need to reevaluate the paths to procurement for your product to ensure you remove as much friction from the buying process as possible. 2021 Updated Tactics
  • 34. Research the specific purchasing rules, regulations, and contract vehicles prior to engaging with a government agency. YES or NO
  • 35. Price your product under the discretionary spend cap in order to be procurable at any time – no budget needed. YES or NO
  • 38. • Understand the Full Funding Picture – Understand the economic climate with the prospective agencies you are engaging with. • Find Creative Funding Mechanisms – We’ve seen the rise of Public-Private- Partnerships (P3s), Public-Public Partnerships, and more used to help share costs and benefits. • Understand Federal Funding Restrictions – Although the federal government has created and reactivated several direct and grant-based funding pools for state and local government, understand the restrictions and eligibility of using these funds prior to recommending them. 2021 Updated Tactics
  • 39. There’s always available funding somewhere so continue to push your prospective customer until you have a deal! YES or NO
  • 40. Understand the full budget process and be part of the conversation in advance of a formal procurement opportunity. YES or NO
  • 41. A Few More Laws To Keep In Mind.
  • 48. What were the most popular types of tech purchases in 2020?
  • 49. Are you seeing any decline in webinar participation due to virtual fatigue?
  • 50. Any predictions on when face to face meetings with external parties will return?
  • 51. How do you form partnerships with cities to incubate innovative ideas?
  • 52. How SLG manage to accelerate their buying cycles to respond in a quicker manner to current needs? Are they transforming/modernizing their procurement processes?
  • 53. We've managed to acquire leads from events, what's best practices and what works once the event is over for outreach and prospect journeying?