Designing a federal government demand creation strategy presents data concerns. The biggest challenge facing marketers is identifying and isolating target contacts. Many large databases are weak in their ability to delineate federal from state and local contacts, and although the government trade publications have good coverage of the market, they offer broad job function segmentation. Most marketers tend to accept this limitation, resulting in non-targeted campaigns or in some cases, reaching institutions outside of federal government.
You don’t have to accept weak data. Oceanos can help you overcome your data challenges and give you a competitive edge.
The first step in designing a data strategy is the development of a robust prospect definition; you must first highlight the characteristics associated with the target agencies and then define the types of contacts to reach. Oceanos’ objective is to build a named account list with the institution’s demographics, domain and any valuable business intelligence. Contact identification is imperative because the market for technology products in federal government is diverse. Although contacts can be categorized based on your unique marketing approach, the default groups are:
- Decision Makers
- End Users
To facilitate job title identification we recommend job title mapping, an analysis that is critical in the identification of the optimal job titles and key words for segment mapping. The next step is the creation of the balanced data portfolio, which is necessary to ensure repeatable demand creation. An Oceanos federal government data strategy includes twenty to forty different sources. When architecting a data strategy, we seek to leverage the strengths of each data source to produce a custom solution that provides a competitive marketing advantage.
There are five data types within a scalable data strategy:
- Perpetual crowd-sourced data feeds provide you access to the full contact record. Oceanos’ List Optimizer is synched to these sources, including crowd sourced providers and select publishers.
- Perpetual research-based data provides various levels of intelligence to assist sales executives that are actively selling into government institutions.
- Rental lists include both vertical and horizontal source and are derived from trade publications, associations, show attendees and communities.
- Leased data allows you to receive the data directly to support predefined nurturing strategies via your internal marketing automation platform.
- Federal government business intelligence is primarily sourced from RFP’s and outbound calling programs. This intelligence can be procured and released directly to assist in segmentation, prioritization and messaging.
Oceanos can serve as the Data Acquisition Hub for all public sector units. We can assist in establishing standards for all third party data acquisition. Centralization of the data acquisition will provide your company immediate cost efficiencies and will minimize the procurement of poor quality or duplicate data across business units.
View our List Intelligence Brief: Architecting a Federal Government Data Strategy at http://youtu.be/5pt7zpwtNAw. For more information on how Oceanos can help you overcome data challenges associated with federal government, please contact Brian Hession, President & Founder of Oceanos at firstname.lastname@example.org