3 secrets to marketing tech to the government

As IT modernization continues to be a priority, companies need to focus on outcomes and people and don't be shy about policy.

The government’s IT modernization push has exploded in recent years, taking off during the Obama administration and soaring to new heights under the Trump administration.

This explosion is best exemplified by the Amazon Web Services (AWS) Public Sector Summit. In 2016, the event drew a huge number of attendees, totaling around 4,000. It’s estimated the 2019 version attracted 20,000 attendees. You don’t need to be a math teacher to know that’s a massive increase.

Of course, that means more competition for everyone, whether you’re an established Beltway contractor, a Silicon Valley behemoth, or a startup looking to get into the game.

The most important thing for tech companies right now in Washington, D.C. is to get noticed by agency leaders making purchasing decisions. It’s not easy, but it’s not impossible. Here are three secrets to keep in mind:

  • Outcomes-Based Storytelling Works

In my opinion, the most overused word in D.C. is mission. Every slogan, every headline, every press release seems to focus on the word “mission” because that’s the motivation for IT modernization. While this is true, focusing only on the mission misses a key part of the equation – agencies must meet their mission regardless of technology.

As an example, one of the more successful campaigns I led for a client focused on the decidedly unsexy topic of budget formulation. The mission was obvious as every agency must formulate a budget, whether it’s with automated technology, an Excel spreadsheet or pen and paper.

Instead, the focus of the campaign – conducted largely through op-eds – was to explain the positive outcomes associated with shifting to automated technology. The time saved and errors reduced attracted the most attention. Most importantly, the technology enabled a better way to meet the mission.

You shouldn’t ignore the “mission” in your communications, but don’t use it for the sake of using it. Explain how you improve the outcomes related to the mission.

  • Don’t Shy Away From Policy

One month after being elected, President Trump tweeted about Boeing and their stock took an immediate plunge. Although Boeing’s stock ended that trading day up slightly, most only remember the nosedive. I can’t count how many times I’ve heard this story retold by nervous executives. “We can’t be Boeing,” they say.

Despite the heightened rhetoric in and around Washington, discussing policy remains an excellent way to raise the visibility of your company and your solutions. IT modernization is one of the few bipartisan issues left in this city, so you should feel empowered to share your thoughts on a piece of legislation or executive order. That debate is the foundation of a healthy legislative process.

It has the added benefit of showing agencies that you care about more than making money. It shows your dedication to improve the entire structure of how the government modernizes technology

  • Feds Are People, Too

The biggest misconception, particularly from tech companies initially entering this market, is federal employees and leaders operate in a different world than the general public. Years of research, particularly by Market Connections, reveals they watch TV, listen to podcasts, and use social media just like the rest of us.

Keep this in mind as you develop communication strategies and identify marketing channels. Don’t ignore podcasts. Don’t forget about LinkedIn or Facebook.

If you keep these thoughts in mind, you’ll be able to develop a communication strategy that delivers the right message to the right audience at the right time.

The easiest Rubik's Cube solution is available in many languages. Learn it quickly memorizing only a few algorithms.

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.