Engage with the Federal Government Steve Hoffman, Principal, B2G - PowerPoint PPT Presentation

Using a White Paper to More Fully Engage with the Federal Government Steve Hoffman, Principal, B2G Marketing April 17, 2017

WHAT WE’LL COVER TODAY • First a poll – what’s your opinion? • Government buyers want useful information • The role of white papers • The recommended process of using white papers • Intended outcomes • Case studies (GSA holders, GWAC holders, subcontractors) • Summary • The Mother of All White Papers • About Hoffman www.hoffmanmarcom.com/B2G-content-marketing

POLL: WHITE PAPERS HELP YOU… (You can vote for more than one.) Can provide the government useful information Further establish your company as a subject/industry leader Increase your company’s visibility with the government Proactively meet government information needs www.hoffmanmarcom.com/B2G-content-marketing

POLL: WHITE PAPERS HELP YOU… Can provide the government useful information Yes, focused on government information needs Further establish your company as a subject/industry leader Yes, white papers are a great way to do this Increase your company’s visibility with the government Yes, providing useful information enhances visibility Proactively meet government information needs Yes, put yourself in the government buyer’s shoes www.hoffmanmarcom.com/B2G-content-marketing

GOVERNMENT BUYERS WANT USEFUL INFORMATION • Government buyers seek out industry’s best thinkers and information on government- focused solutions. • How can you get this information to government buyers? • The answer is: Use white papers . www.hoffmanmarcom.com/B2G-content-marketing

THE ROLE OF WHITE PAPERS Few government contractors use white papers to build relationships. Doing so will differentiate you from competing contractors. www.hoffmanmarcom.com/B2G-content-marketing

HOW DO WE DO IT? • Hoffman writes your custom white paper  On your subject area expertise  That includes information the government needs • You send the paper to your government customers and prospects  “DRAFT: Comments Requested”* • Hoffman incorporates the feedback • You send the prospect the revised version www.hoffmanmarcom.com/B2G-content-marketing *Idea courtesy: Dave Lowe of isiFederal

INTENDED OUTCOMES • Your government customers and prospects like the info you provided, so they like you. • They forward your paper to their federal colleagues. • You may get a face-to-face meeting to discuss. • Your information influences RFIs, RFPs. • You’re building a relationship. www.hoffmanmarcom.com/B2G-content-marketing

GSA SCHEDULE HOLDERS • GSA Schedule: No guarantee of government work • Most GSA Schedule holders fail to win any task orders • How can you compete with thousands of other GSA Schedule holders? • Answer: Write a white paper  Demonstrate your knowledge and leadership  Differentiate you from other GSA holders  Make a profound impression www.hoffmanmarcom.com/B2G-content-marketing *Idea courtesy: Dave Lowe of isiFederal

GSA CASE STUDY: RAPID TURNAROUND • Client: MERP Systems (GSA Schedule 70) • Need: A white paper – fast “I highly recommend their B2G • Topic: A solution for loss of specialized white paper services!” know-how as federal employees retire Prem Nair, PMP, Partner MERP Systems, Inc. • Hoffman Solution: Custom white paper from start to finish in 8 days (text, design, illustration, layout) • Result: Distributed to government readers who validated the approach and requested additional information • Sample feedback: “We should talk soon…” & “Really great insight…” www.hoffmanmarcom.com/B2G-content-marketing

GWAC HOLDERS • You have a prized GWAC (SEWP V, NITAAC, etc.) • Now the hard work begins • How can you compete with other well-vetted, highly-qualified GWAC holders? • Answer: Write a white paper to set you apart from other GWAC holders • Few GWAC holders use this technique – Differentiate your company www.hoffmanmarcom.com/B2G-content-marketing *Idea courtesy: Dave Lowe of isiFederal

GWAC CASE STUDY: USEFUL, TAILORED CONTENT • Client: Dynamic Computer Corp. (GWAC “Hoffman has a real feel for holder) how to communicate with the • Need: A way to better “connect” with federal government.” federal government contacts Adnan Shaben, Vice President of Sales Dynamic Computer Corp. • Topic: Solutions for modernizing federal information technology (IT) infrastructure • Hoffman Solution: Custom white paper with useful info tailored to government IT • Result: Client is distributing the paper to the Federal CIO Council for feedback • Client feedback: “I’m confident the white paper Hoffman produced is going to open doors for us.” www.hoffmanmarcom.com/B2G-content-marketing

CASE STUDY: SUBCONTRACTOR MARKETING • Client: A New Leaf Coaching “If you’re a government (subcontractor to primes) subcontractor that wants more • Need: A way to differentiate itself from subcontracting opportunities with primes, I highly recommend other subcontractors in the eyes of that you engage Hoffman to primes write a white paper for you.” • Topic: How coaching helps federal Anne C. Kelly, PCC A New Leaf Coaching executives address workplace issues • Hoffman Solution: Custom white paper with leading coaching practices • Result: Client is better positioned to demonstrate its value to prime contractors in the federal coaching space www.hoffmanmarcom.com/B2G-content-marketing

SUMMARY White papers help you more fully engage with the federal government by building relationships via two-way exchange of information that the government needs . www.hoffmanmarcom.com/B2G-content-marketing

THE MOTHER OF ALL WHITE PAPERS • We’ve written a white paper… on white papers • 14 leading practices for using white papers to get ahead of government RFPs • 12-page white paper, assembled over several years • www.HoffmanMarCom.com/B2G -Mother-of-All-White-Papers (Free) • We welcome your feedback! www.hoffmanmarcom.com/B2G-content-marketing

ABOUT HOFFMAN • Written hundreds of custom white papers • White paper specialty: Since early 1990s • Helping growing professional companies excel for over 30 years • Forté: Technically-challenging topics and papers • www.HoffmanMarCom.com/B2G-Content-Marketing www.hoffmanmarcom.com/B2G-content-marketing

QUESTIONS OR COMMENTS? Steve Hoffman Principal, B2G Marketing Hoffman Marketing Communications, Inc. DUNS: 612084280 CAGE: 7PAX3 Steve@HoffmanMarCom.com 408-710-1717 (mobile) HoffmanMarCom.com/B2G-Content-Marketing Let’s connect: https://www.Linkedin.com/in/content-marketing-expert www.hoffmanmarcom.com/B2G-content-marketing