Are you ready for the new BD paradigm?

Traditional business development has been turned on its head in recent years, and the new BD paradigm requires mastering digital skills if you expect to succeed.

Is your company ready for the huge B2G market shift that is underway?  Read Bob Davis' . Successful digital marketing is predicated on making your SMEs visible to your market. Why would a company do this? Let’s look at a bigger picture:

Remember the traditional business development paradigm that ruled the government market industry for decades: BD person meets with the customer … works on developing a relationship … demonstrates the company’s expertise often using different marketing collateral… tries to build a level of trust … at a later time, bids the work, hopefully wins, and secures a new customer relationship for the company.

While this process is still relevant, a new paradigm is emerging – the Digital BD Model.

Digital BD and Marketing

A technology and services company’s only asset is the knowledge and experience of its subject matter experts (SMEs) – their expertise, education, and credentials. A current customer may love your SMEs but how is the value of your company’s most important asset being leveraged beyond the current customer relationship? How do you make them visible to your larger market – a phrase coined by Hinge Marketing in Reston, Va.


white paper on the new federal go-to-market framework
  • Google announced that in 2014, the number of mobile devices that accessed Google exceeded the number of desktop searches for the first time. Okay, we know that mobile technology is hot.
  • A 2012 survey, taken by a company in Columbia, Md., found that a third of DOD’s contract specialists were under 34 years old.  They are Millennials.  
  • According to The Learning Café and JustJump Marketing.com, Gen-Xers (ages 36-52) are individualistic, reject rules, and like technology a lot. Millennials (under age 36) are individualistic, re-write the rules, are very Internet oriented, have super technical literacy, and there are 80 million of them. According to a recent survey by the Pew Research Center, they have ‘low social trust’, which can translate to low brand loyalty.

The government faces two major changes from the traditional way of doing business getting their work done:

  • They travel much less these days, going to fewer conferences and trade shows, so they use more mobile technology.
  • They are overworked and understaffed, so they have little or no time for meetings with ‘outsiders’ and they seek knowledge and education on-demand to address an ever changing work environment.

So where will government employees go to get information?  Find knowledge?  Find specific expertise about a subject new to them? 

The Internet or more specifically Google is the answer over 80 percent of the time. And they expect to gain visibility into your company’s subject matter experts.

If your company’s SMEs have market visibility, leads can be generated.  Referrals can be followed up. Organic growth can be facilitated when on-site employees are asked what other kinds of work your company performs.  (How do your on-site employees respond to this question now?)

How do buyers of services specifically find SMEs, according to Visible Experts, 2014, Hinge Research?

They:

  • 31 percent  go online and search
  • 19 percent ask for recommendations from people they work with i.e. referrals
  • 19 percent read industry publications
  • 11 percent ask industry associations i.e. referrals
  • 8 percent listen to a talk by a SME.

A Digital BD Paradigm

Now let’s enter the world of a Digital BD paradigm: A customer has an issue or challenge… they seek online education and information to address their knowledge gap… they want knowledge from a SME … they may develop a level of comfort or trust with this SME and company after reviewing a white paper or technical presentation or blog or Podcast or an e-mail exchange or referral from a peer. Business might thereafter be bid and won thereby securing a new customer relationship for the company. 

The Digital BD model may not entail face-to-face meetings with a company.

The Digital BD paradigm is what is emerging as the government posts more and more task order solicitations that were previously unannounced, i.e. unexpected by industry - what I call cold bid opportunities. Often these cold bid opportunities have not been influenced/shaped by a BD person or an incumbent contractor. These cold opportunities are ideal leads for the world of Digital BD and Marketing.

What Does Digital Marketing Encompass?

Digital Marketing means having a value-creating, interactive web site. It can include:

  • White papers – (there are 3 kinds)
  • Blogs – (there are 2 kinds)
  • Abbreviated technical presentations e.g. 6-7 slides
  • Conference papers suitable for publishing
  • 1-page customer success stories – (there are 3 kinds)
  • Industry and government technical standards committee participation
  • Webinars
  • Touchpoint Management
  • Short videos – 2-3 minutes
  • Customer e-newsletters
  • Brand Strategy across the company
  • ‘Business’ Social Media e.g. LinkedIn and Twitter.

Millennials, according to research performed this year by Just Jump Marketing, want interesting, authentic, and informative web site and social media content.  Are your company’s values and personality evident at its web site?  This issue is especially important when it comes to recruiting Millennials.

X
This website uses cookies to enhance user experience and to analyze performance and traffic on our website. We also share information about your use of our site with our social media, advertising and analytics partners. Learn More / Do Not Sell My Personal Information
Accept Cookies
X
Cookie Preferences Cookie List

Do Not Sell My Personal Information

When you visit our website, we store cookies on your browser to collect information. The information collected might relate to you, your preferences or your device, and is mostly used to make the site work as you expect it to and to provide a more personalized web experience. However, you can choose not to allow certain types of cookies, which may impact your experience of the site and the services we are able to offer. Click on the different category headings to find out more and change our default settings according to your preference. You cannot opt-out of our First Party Strictly Necessary Cookies as they are deployed in order to ensure the proper functioning of our website (such as prompting the cookie banner and remembering your settings, to log into your account, to redirect you when you log out, etc.). For more information about the First and Third Party Cookies used please follow this link.

Allow All Cookies

Manage Consent Preferences

Strictly Necessary Cookies - Always Active

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data, Targeting & Social Media Cookies

Under the California Consumer Privacy Act, you have the right to opt-out of the sale of your personal information to third parties. These cookies collect information for analytics and to personalize your experience with targeted ads. You may exercise your right to opt out of the sale of personal information by using this toggle switch. If you opt out we will not be able to offer you personalised ads and will not hand over your personal information to any third parties. Additionally, you may contact our legal department for further clarification about your rights as a California consumer by using this Exercise My Rights link

If you have enabled privacy controls on your browser (such as a plugin), we have to take that as a valid request to opt-out. Therefore we would not be able to track your activity through the web. This may affect our ability to personalize ads according to your preferences.

Targeting cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Social media cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.

If you want to opt out of all of our lead reports and lists, please submit a privacy request at our Do Not Sell page.

Save Settings
Cookie Preferences Cookie List

Cookie List

A cookie is a small piece of data (text file) that a website – when visited by a user – asks your browser to store on your device in order to remember information about you, such as your language preference or login information. Those cookies are set by us and called first-party cookies. We also use third-party cookies – which are cookies from a domain different than the domain of the website you are visiting – for our advertising and marketing efforts. More specifically, we use cookies and other tracking technologies for the following purposes:

Strictly Necessary Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Functional Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Performance Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Social Media Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Targeting Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.