2025 presents a huge opportunity for private sector tech firms operating within the public sector. Much has been made of the need to streamline processes, improve efficiencies and break down data silos to reduce running costs for government departments and public bodies such as the NHS.
So, if you are a tech firm looking to do more business with the public sector and help it meet these challenges, what should you be thinking about as you prepare for 2025? Here are five top tips to help hit 2025 running:
- Review your sales materials: An issue that a lot of companies that work with the private sector have is that the breadth of their offerings are so wide, and the work they deliver is so technical, it can be a challenge to succinctly demonstrate what they do. This is a challenge that needs to be tackled head on if challenging KPIs are to be met. Failing to arm your sales teams with clear, concise and visually stimulating materials that communicate the full range of your potential is a wasted opportunity. Investing time and resources in updating these straight away will help your teams start 2025 in the best possible manner.
- Invest in video: The B2B space has come to recognise the value of business in recent years, but there are still far too many organisations missing out on the benefits this medium brings. It is well documented that audiences are more likely to watch a video than read an article to get the same information. While there is of course a place for written content, video should absolutely be part of the marketing mix. It offers one of the quickest and easiest ways to build trust and explain your business value.
- Raising key executives’ profiles: People do business with the brands they know and trust. You may have a great product or service, but if the buyer has never heard of your it makes your sales teams job that much harder. Likewise, public sector organisations with limited budgets and possibly even previous bad experiences are going to be cautious when selecting a supplier. It is therefore key to consider raising the profiles of key executives within the business. These brand ambassadors should be sharing brand values, explaining your value add and be involved in relevant industry discussions to demonstrate thought leadership.
- Maximise the use of targeted media relations: It is a no brainer that if you want to sell to the public sector you should get into the public sector press. It can be tempting to ask your internal team or external agency to track down an opportunity with a national tier one publication or national broadcaster, but how many public sector decision makers are going to make their purchasing decision based on one quote or piece in the national press? It is far more effective if teams think vertically and drill down into the industry sectors where they want to grow the business, such as healthcare, utilities, transport etc.
- Don’t forget Analyst Relations: It can be easy to overlook the value of analyst relations when they don’t provide an immediate article or piece of content. Analyst briefings can be invaluable, not only ensuring that your organisation is on the radar for future reports and industry overviews, but also as a way to get professional insights and feedback about your own organisation. Seen as an opportunity as a two-way conversation, analyst briefings can be useful tools in sounding out ideas, gaining clarity on the wider market and hear first-hand what the professional view of your organisation or service is objectively. Taking these insights onboard for future planning and be hugely beneficial.
There are undoubtedly huge opportunities for technology companies that can help the UK public sector solve some of its immediate challenges, as well as offer a roadmap for its future vision. To be considered for these, private sector organisations should be actively pursuing a marketing and communications strategy which supports growth in this key area. There are several exciting disruptor brands in this space that offer agility and fresh thinking. There has never been a better time for these brands to pursue public sector contracts. But to be in with the best chance, the sales team needs to be able to succinctly explain your offering, your key executives should be known to stand for something in the industry, and the full range of marketing and communications tools should be employed to achieve this.
