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Government Cloud Authors: Elizabeth White, William Schmarzo, Liz McMillan, Gopala Krishna Behara, Raju Myadam

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Federal IT Community ISO: Connections, Collaboration, and Differentiation

Study Finds Communication Vehicles Must Evolve to Support the Federal IT Buying Process; GovMark Council to Host Webinar on Jul

GovMark Council, a not-for-profit forum that facilitates education and networking for senior-level marketing executives who serve the government Information Technology and Telecommunications (IT&T) market, today announced the findings of its “Fed Marketing 2.0: Evolve” study, an analysis of Federal IT marketing and communications vehicles from the perspective of both Federal IT marketing professionals and their customers, Federal IT executives. The study provides a blueprint for change, calling on the market’s publications, associations, analysts, events, and vendors to improve both form and function of communications vehicles.

GovMark Council will detail the results of the “Fed Marketing 2.0: Evolve” study during a free Webinar on Tuesday, July 1 at 2:00 p.m. ET/11:00 a.m. PT. To register, visit: https://www1.gotomeeting.com/register/463338139.

“Federal IT executives want more direct and interactive connections,” said Nicole Burdette, GovMark Council director of research. “This means less marketing and more communication. Federal IT executives want to participate in the dialogue – to contribute to event content, share comments on published articles, and to engage with peers both in-person and online. The desires expressed in this research underscore the requirement for Federal marketing programs that build community, allowing government IT buyers to connect and collaborate.”

Listen to Me

“Fed Marketing 2.0: Evolve” indicates that both Federal IT executives and Federal IT marketers want greater opportunities to initiate and participate in the Federal IT industry dialogue. Considering specific communications vehicles, study respondents indicated:

  • Events: Thirty-one percent of Federal IT executives and 45 percent of Federal IT marketing professionals want more opportunity for conference attendees to offer input and drive event content. Further, 38 percent of Federal IT executives want to hear more government speakers talking about their challenges and best practices
  • Publications: Nearly half of both Federal IT executives and marketers noted interest in more case studies of successful solutions. Federal marketing executives also want publications to help facilitate a two-way dialogue with the IT community

Inform Me

The research underscores Federal IT executives’ desires for actionable information that facilitates the decision making and buying processes. Further, it identifies a key disconnect between the perceived and actual value of vendor Web sites. Considering various market intelligence sources, study respondents indicated:

  • Analysts: Federal IT executives say analyst insight is critical to their decision making, ranking it No. 2 among their top information sources, and they want more of it. Fifty-four percent of Federal IT executives want analysts to provide greater comparisons of products and services, and 44 percent want analysts to offer more standalone product and service reviews
  • Web Sites: While Federal IT marketers said company Web sites are most important to their success, Federal IT executives rated vendor Web sites ninth among their top 10 information sources. Federal IT executives say more frequent content updates, online help/support, and pricing when appropriate, would increase the value of vendor Web sites

Connect Me

In line with their desires for more opportunities to participate in the Federal IT dialogue, both Federal IT executives and marketers voiced a need for more and better connections with their peers. Considering opportunities for engagement, study respondents indicated:

  • Associations: Forty-nine percent of Federal IT executives and 53 percent of Federal IT marketers want industry associations to offer more networking opportunities, and nearly 40 percent of both groups want more collaboration among industry associations

“Event and association managers in particular, as well as publishers, industry analysts, and editors in the government IT market, should take a look at this research. It can add insight and guidance on how to go to market in the government IT space,” noted Mark Meudt, vice president of communications and marketing, General Dynamics Information Technology, and member, GovMark Council. “This research suggests that a fully-integrated approach to marketing, inclusive of the government customer, is instrumental in clearly defining your brand and building focused marketing campaigns that are composed of a mix of highly resonant communications vehicles. This is the key to providing messages of value in a dynamic, connected Federal IT community.”

Study Availability

The “Fed Marketing 2.0: Evolve” study provides specific calls to action for associations, analysts, event managers, publishers, editors, and Webmasters, based on marketer and IT executive feedback. Full study results will be shared during a Webinar on Tuesday, July 1 at 2:00 p.m. ET/11:00 a.m. PT. All event attendees will receive a copy of the study. To register, visit: https://www1.gotomeeting.com/register/463338139.

Methodology

The “Fed Marketing 2.0: Evolve” study findings are based on an online survey of 154 Federal IT marketing professionals, 100 percent of whom make marketing decisions for their company’s Federal IT programs, and 153 Federal IT executives, 100 percent of whom have procurement responsibility for IT products and services. The survey, which was conducted in April and May 2008, has a margin of error of +/- 4.66% with a confidence level of 90 percent.

About GovMark Council

GovMark CouncilSM is a forum that facilitates education and networking for senior-level marketing executives who serve the government Information Technology and Telecommunications (IT&T) market. GovMark Council provides members with quarterly educational programs, proprietary research reports, and opportunities to interact with other senior-level industry IT&T marketing professionals. For additional information, please visit: www.govmarkcouncil.org.

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