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

Garlow advised creating long-term relationships with federal government customers. He stressed it’s about getting to know them and how your product/service is a solution for their particular government problem.

Pickering suggested creating a niche book that you can market to a targeted government audience. She reasoned that with the postage increase affecting direct marketers, it’s becoming more important than ever to make each catalog or mail piece yield better results. She cited seasonality as a major factor in selling to the government, especially the end of the fiscal year (Sept. 30), when government agencies like to spend the funding they’re allocated, in hopes of securing more budget dollars next year.