B2G Marketing: The Value of the Human Element in a Digital World

B2G Marketing: The Value of the Human Element in a Digital World

by Cassie Katz, VP of Marketing, PSC
10/8/24

In a world dominated with emerging technologies and shiny new AI tools, where does the human element come into play with business-to-government (B2G) marketing?

PSC’s Marketing and Communications Network recently hosted B2G social media expert Mark Amtower and professional services marketing expert Liz Harr, Partner at Hinge, who presented the latest research from Hinge’s High Growth Study. The 9^th edition of the study uncovers how the fastest growing government contracting companies achieved growth and profitability. The results show that successful businesses are using the human element to their advantage. Here are five takeaways:

Materials matter. Business development materials are the top marketing technique prioritized by high-growth firms. Whether it’s qualification presentations, proposal templates, or one-pagers, having those tangible items to leave with a potential customer—physically or digitally—are generating positive results. Turn generic collateral into relevant closing material that includes tailored messaging, client results and testimonials, industry awards, and featured experts.

LinkedIn employee accounts are as important as company pages. Networking on social media is the #2 marketing technique prioritized by high growth firms. Ensuring a company’s employees have optimized Linkedin profiles can help lead to new business. Encourage employees to use company branding on their profile image or headshot. Leverage the one-line description below the employee’s headshot to highlight them as an expert who aligns with a company’s new business initiative versus just listing their company title. Regularly ask employees to like, comment, or share a company post to amplify messaging to a broader audience.

Events are back and your business needs to be there. Networking at targeted conferences, trade shows, and events is the #3 marketing technique being used by high growth firms. This is where the human element is so important. Having a person represent your company matters and arming them with the right materials to distribute can help set a company apart. Successful companies are making onsite attendance a priority, whether it’s introducing a keynote address, having an exhibit table, or simply attending an event to generate new connections.

Data drives decisions. Data nerds rejoice. Successful companies are investing in research more frequently and using the data to make decisions. 70% of high-growth companies conduct research at least quarterly and focus on elements such as: client behavior, client experience, competitive analysis, brand visibility and strength, and brand as it relates to employee recruitment. More than 50% of high growth firms use historical data to set goals and track their website and social media accounts.

Digital is still an essential part of the marketing mix. According to the study, government contractors generate roughly one-quarter of their leads through digital means. Gated content has the highest impact. A potential customer is willing to exchange their name and email (not a whole lot more) if there is relevant content they can get from doing so. Podcasts are an emerging category to take seriously. How is your company navigating B2G marketing?

Join a community of marketing and communications professionals at a future PSC MarComm Network meeting to discuss topics like this.

About PSC’s Marketing & Communications Network: Specifically for PSC members who are responsible for company marketing, communications, media relations, and public relations, this group shres information and best practices and discusses the trends and challenges facing our industry. PSC provides a forum for sharing talking points on major issues as they emerge, as well as fact sheets dispelling the common myths surrounding our industry.

Save the date! PSC’s next Marketing and Communications Network meeting will be on December 5 featuring a panel of reporters discussing best practices to get media coverage. Register at www.pscouncil.org/events.

This article originally appeared in the Fall edition of Service Contractor magazine.