Modern Marketing Today
  • About
  • B2B
  • B2G
  • B2C
Subscribe
No Result
View All Result
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
Modern Marketing Today
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
No Result
View All Result
Modern Marketing Today
No Result
View All Result
Home Events

The B2G Marketer’s Guide to LinkedIn: An Exclusive Q&A with Mark Amtower

by Jenna Sindle
November 12, 2014
in Events, Government IT Sales Summit
Reading Time: 4 mins read
A A
Share on FacebookShare on Twitter

AmtowerThe modern B2G marketer understands that a strong social media presence is essential to their strategy if they want to stand out in a competitive and oversaturated field. LinkedIn in particular is a very powerful social platform for the B2G marketer, but only if it is utilized correctly. Below, Mark Amtower, leading LinkedIn expert and trainer, shares his tips for harnessing the power of LinkedIn.

Tell us a little about Amtower & Company.

I started Amtower & Company in January 1985. Having been in the government market for 4 years at that time, the more I looked around the more I understood that very few were treating marketing to the government as a unique discipline – so I started my company. Since then I have advised some of the largest and some of the smallest contractors in the market, all the while keeping current of the changes in marketing tools and venues, especially social networking platforms like LinkedIn. One reason I offer public seminars, write articles and books is to force myself to stay current.

As I approach the 30th anniversary of Amtower & Company, I marvel at the evolution of the marketing tools and the similarities in marketing issues – standing out and reaching decision makers.

What is the biggest challenge facing the B2G marketer today?

Differentiation and getting noticed in a very crowded and competitive field. There is no niche in the B2G market that is not hotly contested.  Many contractors still do not understand the nuances of or value of focusing on a niche that resonates with a market segment. Many small companies still feel as if they have to offer a wide variety of services, not lead with a skill where they are deep. Government buyers are looking for experts, not generalists.

As a leading LinkedIn expert and trainer, why is it so imperative that the modern B2G marketer effectively utilize this particular social platform?

I have been on LinkedIn for almost 11 years and I have seen it evolve from an oddity to a mainstream tool.

The B2G market is on LinkedIn in huge numbers, contractors and feds alike. While it is imperative to be on LinkedIn, the imperative should be the proper use of the venue. With 335 million members, 105 million in the US, and 1.4 million feds, marketing professionals must guide and teach their respective companies on how and why to properly use the platform. LinkedIn is a branding and positioning tool, not a sales tool.  Salespeople desperate to meet quota push sales messages. LinkedIn is not the venue for that.

What would you say are the 3 best practices of a savvy LinkedIn user?

The first step is to have a strategy and develop some realistic goals. Measure your goals as you go along and let the strategy evolve as necessary.

The second step is to have robust profiles (individual and company profiles). They must be both informative and interesting. Clearly enunciate who you are, what you and your company do, and who you do it for. If possible, have a little fun with it – make it fun to read.

The third step would be to engage. LinkedIn is a network, a venue for connecting, joining groups and sharing information. Simply being there and waiting for something to happen is akin to attending a conference and staying in the parking lot.

What are you most looking forward to at this month’s Government IT Sales Summit, hosted by immixGroup?

I am looking forward to the opportunity to network with savvy, experienced B2G marketers. There are too few venues like this for the marketing professionals so I am thrilled to be both attending and speaking. And “thrilled” is not a word I use frequently.

Tags: amtower & companyB2GgovernmentLinkedInmark amtowermodern marketingmodern marketing todaySocial
Advertisement Banner

RELATED POSTS

Contributed Articles

Customer Acquisition Strategies

July 21, 2022
Federal Buying Season
B2G

Federal Buying Season Strategies for Busy Marketers

August 6, 2021
Zoom for Government
B2G

The Rapid Ascent of Zoom for Government

June 25, 2021

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

TRENDING NOW

  • Customer Trends

    How Customer Trends are Shaping the Automotive Industry

    853 shares
    Share 341 Tweet 213
  • 7 Secrets for Mastering TikTok Marketing

    502 shares
    Share 201 Tweet 126
  • Brands Identify Target Audiences with AI Tools to Create Personalized, Relevant Campaigns

    555 shares
    Share 222 Tweet 139
  • The Rise of ChatGPT: How AI Can Be Used to Elevate Your Marketing

    495 shares
    Share 198 Tweet 124
  • Smarketing: the Convergence of Social, Sales and Marketing

    533 shares
    Share 213 Tweet 133

CONNECT WITH US

BECOME AN INSIDER

Get Modern Marketing Today news and updates in your inbox.

Strategic Communications Group is a digital media company that helps business-to-business marketers drive customer demand through content marketing, content syndication, and lead identification.

Related Communities

Financial Technology Today
Future Healthcare Today
Government Technology Insider
Retail Technology Insider
Today’s Modern Educator

Quick Links

  • Home
  • About
  • Contact Us

Become a Sponsor

Modern Marketing Today offers content and advertising sponsorships to leading technology solution and service providers. Interested in becoming a sponsor? Contact us!

© 2023 Strategic Communications Group, Inc.
Privacy Policy      |      Terms of Service

No Result
View All Result
  • Home
  • About Modern Marketing Today
  • B2B
  • B2G
  • B2C
  • Categories
    • Digital Transformation
    • Customer Journey
    • The Experts
    • Martech Innovation
    • Events
  • Contact Us