The first post in this series dealt with the Andrea True Connection. This post deals with the B2G sales part.
But let me quote three words from that initial post.
More, more, more.
“More, More, More” by the Andrea True Connection.
Now let’s talk about a go-to-market effort for a business selling to government, or B2G.
- How do you like it if your entire go-to-market effort consists of a press release? That’s not good. You need more, more, more.
- OK, what if you copy [REDACTED] and create a press release, a blog post, and a data sheet? That’s not much better. You need more, more, more.
In fact, I’ve identified 22 types of internal and external content that I have created, and that can form part of a go-to-market effort.
And here’s an example where I created several of these types, including stuff I can’t tell you about.
Now sometimes less is more. If you’re just performing a minor tweak to an existing product, you don’t need a brand new trade show booth. But if it’s a new product, then you need to be everywhere your prospects will be. And your internal staff needs to be ready for your prospects also (sales enablement).
Because if your prospect sees one type of content, looks for another, and doesn’t find it…your competitor would be delighted to answer ALL your prospect’s questions.
Don’t let that happen.
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