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

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

Mar 26, 2024 349 likes •542 views

Using a White Paper to More Fully Engage with the Federal Government Steve Hoffman, Principal, B2G Marketing April 17, 2017 WHAT WELL COVER TODAY First a poll whats your opinion? Government buyers want useful information The

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Using a White Paper to More Fully Engage with the Federal Government

Steve Hoffman, Principal, B2G Marketing April 17, 2017

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  • 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

WHAT WE’LL COVER TODAY

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Can provide the government useful information Proactively meet government information needs Further establish your company as a subject/industry leader

(You can vote for more than one.)

www.hoffmanmarcom.com/B2G-content-marketing

POLL: WHITE PAPERS HELP YOU…

Increase your company’s visibility with the government

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Can provide the government useful information Proactively meet government information needs Further establish your company as a subject/industry leader

www.hoffmanmarcom.com/B2G-content-marketing

POLL: WHITE PAPERS HELP YOU…

Yes, put yourself in the government buyer’s shoes Yes, white papers are a great way to do this Yes, focused on government information needs Increase your company’s visibility with the government Yes, providing useful information enhances visibility

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  • 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

GOVERNMENT BUYERS WANT USEFUL INFORMATION

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Few government contractors use white papers to build relationships.

www.hoffmanmarcom.com/B2G-content-marketing

THE ROLE OF WHITE PAPERS

Doing so will differentiate you from competing contractors.

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  • 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

HOW DO WE DO IT?

*Idea courtesy: Dave Lowe of isiFederal

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  • 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

INTENDED OUTCOMES

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  • GSA Schedule: No guarantee of government work
  • Most GSA Schedule holders fail to win any task
  • rders
  • 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

GSA SCHEDULE HOLDERS

*Idea courtesy: Dave Lowe of isiFederal

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  • Client: MERP Systems (GSA Schedule 70)
  • Need: A white paper – fast
  • Topic: A solution for loss of specialized

know-how as federal employees retire

  • 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

GSA CASE STUDY: RAPID TURNAROUND

“I highly recommend their B2G white paper services!”

Prem Nair, PMP, Partner MERP Systems, Inc.

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  • 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
  • ther GWAC holders
  • Few GWAC holders use this technique –

Differentiate your company

www.hoffmanmarcom.com/B2G-content-marketing

GWAC HOLDERS

*Idea courtesy: Dave Lowe of isiFederal

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“Hoffman has a real feel for how to communicate with the federal government.”

Adnan Shaben, Vice President of Sales Dynamic Computer Corp.

  • Client: Dynamic Computer Corp. (GWAC

holder)

  • Need: A way to better “connect” with

federal government contacts

  • 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

GWAC CASE STUDY: USEFUL, TAILORED CONTENT

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  • Client: A New Leaf Coaching

(subcontractor to primes)

  • Need: A way to differentiate itself from
  • ther subcontractors in the eyes of

primes

  • Topic: How coaching helps federal

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

CASE STUDY: SUBCONTRACTOR MARKETING

“If you’re a government subcontractor that wants more subcontracting opportunities with primes, I highly recommend that you engage Hoffman to write a white paper for you.”

Anne C. Kelly, PCC A New Leaf Coaching

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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.

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  • We’ve written a white paper…
  • n white papers
  • 14 leading practices for using

white papers to get ahead of government RFPs

  • 12-page white paper, assembled
  • ver several years
  • www.HoffmanMarCom.com/B2G
  • Mother-of-All-White-Papers

(Free)

  • We welcome your feedback!

THE MOTHER OF ALL WHITE PAPERS

www.hoffmanmarcom.com/B2G-content-marketing

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  • 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

ABOUT HOFFMAN

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Steve@HoffmanMarCom.com 408-710-1717 (mobile) HoffmanMarCom.com/B2G-Content-Marketing Let’s connect: https://www.Linkedin.com/in/content-marketing-expert

Steve Hoffman

Principal, B2G Marketing

Hoffman Marketing Communications, Inc.

DUNS: 612084280 CAGE: 7PAX3

www.hoffmanmarcom.com/B2G-content-marketing

QUESTIONS OR COMMENTS?