Improving your Lead Generation Journey in the Public Sector: Have your Marketing Campaign Checked and Close More Deals
Table of Contents
Introduction
My name is Dimitry. I’m the founder of publicsectorleadgeneration.com. And, if you’re looking to get more public sector leads, and customers and close more deals, I can help.
If you have a pipeline shortage, I’m sure you know what your numbers are and I don’t know what your buying cycles are, or if you have another quarter to deliver those leads or convert them. Typically what you would see is public sector customers do not convert as they do in the commercial sector. Let me show you what I mean.
Challenges in Lead Generation for the Public Sector
Why would you even listen to me? I was a senior marketing manager within the AWS public sector marketing team for the last four years. And we’ve launched hundreds, if not thousands of different campaigns with other people’s money. And sometimes we see people spend $100,000 on a campaign and get zero sales. Yes, they’re getting leads, but they’re getting zero sales. And, the public sector market is a little different. Federal, state and local government, healthcare, education, and different companies have different segmentations. But if it’s somehow relevant to what you’re selling, if you’re looking to get more deals, here’s what I’m going to show you.
A typical public sector journey is five to 20 touch points. If you’re sending three emails, if you’re doing three touchpoints, if you’re just doing a few little things, it’s not going to work, right? So, you have to understand that this is a longer game because they have longer buying cycles, multiple decision makers involved.
Customers don’t buy because they don’t know but they’re simply confused. Your content and whatever your message is, need to be educational in nature from the beginning, from your very first exposure and touch point. I don’t know how you get the leads, either you’re buying lists or you’re doing paid advertising or maybe you do events. At the end of the day, you have emails. Let me show you what happens when things align.
How a Marketing Health Check Can Help
So, this is a real example from one of the companies I worked with. They had 49 leads that they were engaging. This is a hot list of events. They met them in person and they wanted to follow up. They were in the security space and they followed up. So first email, as you can see, the open rate is only 12%, clicks zero. The second email, open 18%, clicks zero. I asked them, do you have a call to action? They said no, so they added one. So, they got 22% clicks, but still not a lot of engagement. And the fourth email, that’s the one that I helped them create.
What happens here? Why is this performing better than anything else? Well, as I started, we had the strategy session. I understood what they were doing. They had the website, they had the video, and you had to watch the video. At the end, they would offer a free safety assessment. But, if you think of it from the public sector customer point of view, they get thousands of emails, they get different demands, and ask for them all the time. So, they’re going to quickly disqualify you from the subject line.
What we had to do in this case, we brought the value closer to the customer. In that free safety assessment, instead of watching the video, instead of clicking and kind of nothing happened, that’s why they got no leads. We moved it to the subject line and voila, look what happened. Free safety check in. Immediately, you have 41% open rate and all of them pretty much 90% clicked through and went to the website to book the appointment. Why? Because the message was relevant in your face and it was about the benefits. It’s a free safety check in for that particular buyer.
Conclusion
So, if you don’t have something like this, typical engagement in the public sector is 1%, 2% at best. If you want to see numbers like these, we have different proprietary systems and tools.
I invite you to book a call for a free session. You may have some availability, so see what’s available. Sometimes there’s none, you may come back a few times. But if you want to chat, ideally we would want to see who your customer is. Do you have a product? Is it a live product? Are you just planning? Are you testing? If there’s no traction, or if there is traction, there are different strategies to troubleshoot and solve it, and again it depends on your goals. Who is that customer? What are their needs? What’s their journey? What are your assets that you’re engaging them with? Just bounce it off of us. If you want a second opinion, it’s a free assessment, free session. We’re not going to go too in depth. But if you see that there’s an overlap, if you see that we understand what we’re saying and that we may be able to help you, it’s something to double click on. So, we invite you to join us. Thank you.
