Expert Panel Serves Up Tips and Techniques for B-to-G Marketing

At the recent Amtower Summit on Selling Products to the Government held in Baltimore, a panel of multichannel marketing experts provided the audience myriad tips and opinions on how to best find and sell to government employees. The panel consisted of David Powell, vice president of sales and marketing administration at FBC, a company that produces trade show events and conferences at federal government locations throughout the U.S.; Linda Pickering, senior vice president of B-to-B list company MeritDirect; Jim Garlow, director of advertising and marketing operations at computer equipment multichannel marketer CDW; and Peter Long, CEO of MCH, a compiler of business-to-institution (B-to-I) databases and mailing lists. Here are some of their thoughts and observations.