Welcome!
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Before delving into the details, let’s set the scene. From listening to countless podcasts about ancient history to making his debut in the podcast world, Omer is a self-described history nerd, particularly in geopolitics and delves deep into subjects like the psychological aspects of Harry Potter. Podcasts aren’t just entertainment for him; they’re a way to consume knowledge during his daily commute.
“A recent favorite was one focused on Israel, providing engaging commentary and insights.”
In our conversation, we began discussing the priorities at Cognyte, a company where Omer tackles dual roles of product marketing manager and business development. The fascinating aspect is that Omer operates in the business-to-government (B2G) sector—a unique and nuanced field requiring a tailored approach.
B2G, or business-to-government marketing, involves selling directly to government entities. This differs significantly from traditional business-to-business (B2B) or business-to-customer (B2C) marketing. Omer explains:
“We sell to governmental entities, mostly law enforcement agencies, military organizations, and critical infrastructure sectors.”
For Omer, no two days are the same. Operating at the intersection of product marketing and business development requires a versatile approach. His main focus revolves around:
Contrary to what one might assume, B2G marketing differs greatly from mainstream perceptions. The audience is less accustomed to buying online, and the products often require face-to-face engagement due to their complexity and cost.
A striking element of B2G marketing is its extended sales cycles, often stretching from 18 to 24 months. Unlike the fast-paced B2B SaaS environment, clients in the B2G sector aren’t always in a buying mode. The challenge lies in persuasively communicating the need for a solution they hadn’t previously considered.
“You need to explain to the client their challenge and demonstrate how your solution addresses it. Potential purchases don’t always come knocking with a clear need.”
Despite having a rich background in the intelligence community, marketing was a relatively new field for Omer. However, Cognyte provided a conducive environment for learning and adapting to the unique demands of B2G.
In this context, marketing for B2G is as much about bridging gaps as it is about crafting compelling narratives.
Building trust in government-related marketing involves more than flashy presentations. It’s about delivering value and solutions tailored to specific challenges. Omer emphasizes the importance of establishing trust by:
There’s a visually captivating book that symbolizes the need to “day trade attention,” focusing efforts on where the audience’s gaze lies. In B2G, with limited platforms, reaching the target audience often requires a blend of online and offline strategies.
“In B2G, trust is built not by pressing for a sale, but by showing genuine insights and understanding the unique challenges faced by governmental entities.”
For those interested in B2G marketing, Omer Frenkel’s insights shed light on the nuances and unique challenges of this field. From understanding extended sales cycles to building trust through content, there is much to learn from his approach.
Omer Frenkel is personally active on LinkedIn. Don’t hesitate to explore Cognyte’s range of content—no strings attached!
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