6 Steps to Successful Government Lead Generation
With the challenging economic environment, there is increased interest in selling or maximizing sales efforts in the government market. The US government is the world’s largest purchaser of IT products with federal and state annual IT budgets exceeding $100 billion. In order to penetrate this huge market, the question arises of how to successfully implement lead generation programs to support the sales force. Here are 6 key steps to ensure your lead generation programs are successful in the government marketplace.
1. Strategy/Goals – Before launching any lead generation program, take time to consider what you are trying to achieve. What goals and metrics will make this campaign a success from a marketing and sales perspective? Determine your campaign budget and schedule. Be sure to plan a campaign that meets your corporate goals. Consider completing a creative brief, so you have all your bases covered before moving forward.
2. Target Market – Determining the right target market for your campaign is a critical step. Look at your previous sales history in the federal market and speak with sales, product management, executives, and engineering to determine the appropriate target audience in terms of agency, title, location, and influence. Clearly define your target market before launching your campaign.
3. Lists – When implementing your campaign, carefully select your list. While reviewing list selections can be a tedious activity, it is often a critical factor in the success of your campaign. Don’t skimp on your list – you usually get what you pay for in terms of campaign results. Maximize the use of your home listing, as you often get the best results from potential customers who are familiar with your business. Consider renting a list, if you want to target new prospects. These lists often work well as the databases are continually maintained and updated. If you need help with listing selection, consider contacting a listing broker; They are excellent sources of information.
4. Creative – Another critical step in the lead generation process is creative. Make sure the text you write is attractive to your government’s target audience. Customize the messages for your federal audience, talk about your pain points, and detail the benefits of solving your problems. Also make sure the design of the creative is complementary to the writing. The message should be concise, benefits driven and impactful.
5. Offer – The offer is another vital aspect of the campaign. Select an offer that benefits your federal audience to entice them to respond. Historically, educational offerings such as white papers, webcasts, and demos have proven successful. Giving your target audience some tips to help them be more effective in their day-to-day work is a compelling reason for someone to respond.
6. Measurement – It pays to test different versions of the creative, listings, and bids to maximize the results of your campaign. Once you’ve implemented your program, measure your success. Determine what worked and what didn’t so you can use these lessons for future campaigns. The results of the campaign will determine if you have been able to meet your corporate goals.
For immediate help to ensure your business is successful in marketing in the government marketplace, call Virtual Marketing today!
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