For product resellers and integrators like CDW Government, the majority of marketing efforts are funded through their vendor partners – in an effort to enhance product awareness and lead generation with government customers.
In the reseller community, showing true return-on-investment (ROI) is paramount for showcasing the true value of all marketing efforts through the channel. For Ann-Marie Clark, Senior Director, Public Sector Marketing of CDW Government, research is the foundation for both ensuring that all marketing efforts are effective and justify the overall budget.
In addition, the right research enables federal marketers like Clark to develop messaging that fully resonates both with the C-suite and government procurement professionals.
The following is an exclusive video interview with Clark, which was recorded during the launch of Market Connections’ 2013 Federal Media and Marketing Study (FMMS). The study revealed that government executives are embracing mobile solutions, with smartphones and tablets becoming key channels for reading news and information—signaling a major shift in the media landscape, in which government decision-makers want ubiquitous access to content.