B2SLG

Corporate messaging in the B2SLG market

With the advent of the internet, customers have access to information (B2B) like never before. Many times customers end up smarter than the selling teams calling on them for a specific topic, problem or need. Corporate messaging has evolved with this new paradigm promoted by the internet. Companies are investing heavily in campaigns centered on their corporate messages. However, far too often these corporate messages fall short of the needs of the SLG and Edu markets. Leaning on the repeat process defined by wash, rinse and repeat digital marketing tends to fall short of reaching the B2G market much less – B2SLG state, local and B2Edu education markets.

Let’s face it, the public sector (B2G) measurements of success don’t necessarily align with those in corporate America. While return on investment and operating cash flow are interesting statistics the (B2SLEd) state, local and education market measure of success is dispersed across different topics like specific outcome, defined performance, standards attainment and either the reduction or increase of some result. Too often this disconnect becomes a glaring stop sign to that sophisticated public sector buyer. He wants someone that knows and appreciates his problems. If you cannot articulate your products or services as they pertain to the buyers needs, he will likely move on down the line.

Today, many companies are vying to enter this valuable market, government experience (GX) comes into play. Combined the Fed and SLEd space spends over $3 trillion dollars annually. As companies organize around this valuable market, they are far too quick to throw money at the opportunity and apply traditional strategies. The use of existing strategies makes good sense, it’s when the company fails to invest in the appropriate tactics that they end up wondering what went wrong at the end of some measurement period.

Simple wordsmithing of a corporate message is not enough. Appropriate tactics call for focus on the uniqueness of these buyers. What landing page that a buyer is directed to, does it promote a sense of trust to the point that buyer will engage. The next step involves content, does content speaks to this buyer’s needs. Does he feel like he is being sold or is he being helped. Unfortunately, this is not quick fix effort but rather taking a deep look at your strategy and applying the appropriate tactics necessary to begin building a level or trust with the buyer.

Here is a recommended approach to getting B2G & B2SLG on the same page with Corporate Marketing:

1.) Determine who you are selling to – craft personas for shoppers, buyers, deciders, supporters, contract signers

a. B2G

b. B2SLG

c. B2Edu

d. B2SLEd

2.) Agree on ground rules and approach

3.) Establish a repeatable process

a. Communication

b. Messaging

c. Content

d. Brainstorming

e. Material design

4.) Funnel management and measurement