B2G Marketing: How to Reach Your Ideal Government Prospect

Alright. Welcome. Welcome. Welcome to b two g marketing basics. I'm Paige Mokler. I oversee our relationship management team here at GovSpend, and I've been with GovSpend for many, many years. I am most excited because I have my dear friend, my fellow baseball mama, mentor, youth sports, all things amazing, marketing guru, marketing unicorn, whatever the cool cats are saying these days, award winning Shannon Hendrickson joining us today. Thank you, Paige. I'm so excited to be here, and I have loved learning about GovSpend and the, services that they provide. And I'm I'm really excited to help GovSpend's, audiences and customers be able to use their data to improve their business outcomes by learning how to develop a strategy. So, for context, I am a marketer with experience in brand strategy all the way through execution for the past eighteen years. Most recently, I have worked with ADT Security as their vice president of marketing for the past four years. And now I'm I'm transitioning into my own, consulting. So, it's been an exciting journey. And, today, like Paige said, we are here to help you. So we want to help provide the basics of, how to use the GovSpend data to develop your marketing strategy. Looking forward to it. Oof. Oof. Lots of exciting stuff today. So my favorite question that I like to always ask, I'm gonna be managing the chat as Shannon's going through her demonstration. So if you have questions, there's a little chat button in the bottom, or q and a if you don't want your chat to be shown amongst the team. If you have a quick question or you work on a topic that really excites you and you wanna learn a little bit more, go ahead and throw the question in there. We'll also leave some time towards the end to go over any additional questions that maybe we didn't to. So just know that we'll keep our eyes on that little chat area. But, Shannon, you know, let's ask our audience. What motivated them to join today? What motivated you to join? What about this webinar? What about this LinkedIn post about b to g marketing basics? You know, what what excited you and motivated you to join today? So go ahead and put it in the chat. We'll give you a couple of minutes or a couple of seconds. Oh, net new business. Want to get the correct decision maker faster, new tactics to reach government, new to my organization and ready to jump in. Oh, new AI to GovSpend. Wanna see how they could best use it for marketing initiatives. Oh, lots of excitement. Absolute oh, I love this one, Shannon. Effective ways to reach agency contacts. We'll definitely be going over that today. Awesome. Awesome. So, Shannon, what are we gonna be going over today? So on today's agenda, we're going to start with an introduction to marketing. So we know that many of you may not be as familiar with marketing, what it is. So we're going to start out with the b two g marketing b two b two g marketing challenges. So Paige is gonna help us understand the landscape. She's the expert there and is going to take us through that. Then I'll cover why marketing is important and do some fundamentals in terms of, as an organization, how you can set your goals and metrics so that you're making sure that your your marketing is as effective, and really doing the things that you need it to do to drive the business, like somebody said, in the chat. We're also gonna talk about how to look at and develop an industry and competitive landscape, leveraging gov spend, which will be awesome and helpful for everybody. It's really important to know who you're playing with and against when you're out there in the field. Then we're going to move and hit marketing strategy. So we're going to look at what we call a SWOT analysis. We'll learn what that acronym stands for. Your target audience and persona. Somebody else said it in the chat. Like, you wanna reach that business decision maker as quickly as possible. You wanna be efficient, not waste time. That targeting is important. And to do that, you need to develop personas. We're also gonna share some secrets to success success to help make sure that your marketing strategy is as impactful as possible. And then once that strategy is set, you move to the execution. So when it comes time to bring it all to life and go to market, we'll talk about the importance of branding, organic versus paid channels in advertising as well as marketing campaigns. And we'll talk about some specific best practices that can help you when you're leveraging your gov spend data. Awesome. Awesome. Lots of great content. So without further ado, what are those b to g challenges? So I put this together just based off of our clients, our GovSpend clients. What are the challenges that when you're understanding your market, trying to, you know, hear what these agencies are throwing at you, what are they saying? What are their reasons? What are they experiencing? So one of the reasons that makes b to g marketing b to g a challenge is that these government agencies, they set tight budgets years in advance. And a lot of them are heavily especially this year alone, a lot of our government agencies that we support are trying to cut costs by ten to fifteen percent or even forty percent. I was just talking to one of our medical research universities, and they have over thirty different furniture vendors. So they're trying to find that one stop shop that serves it all. So they're not spending a little bit frivolous. They're trying to save money and have tight budgets. Sometimes they only purchase when they have a need. Sometimes our products and services that we sell are, you know, to service a need. How do we know what they need? How can we anticipate that? And the ever changing laws, state, local, federal, compliance, a lot of these agencies are struggling to remain compliant, especially with Alyssa's law, clean schools, clean buses, or even just the state of California holistically trying to go green with vehicles and transportation by twenty thirty. So there's many laws, lots of ever changing institutions that these agencies are struggling to find new vendors. They're looking for you. I guarantee it. They're looking for you. But how do we meet them in the middle is what Shannon's gonna highlight today. And agencies, they don't like taking risks on new vendors. They don't like switching vendors. They wanna make sure that they're gonna get their delivery on time because at the end of the day, that procurement professional or that financial person that's overseeing a budget for that agency, if they're not on target with their budget or they spend an insane amount of money on something that's not getting delivered on time, that's their job. It's their job. But also AI turnover. How do we stay in touch with our people? If we built a relationship with an agency and they have high turnover in the in the end users or or end gatekeepers or the individuals that we're trying to get in touch with. How do we overcome that? And, of course, my favorite, email penetration. How come my marketing campaign or my email drip with government's contacts aren't getting the results that I want? Why is that? And so these are all common challenges that I hear from both our agencies and our vendors that are just trying to work together to to overcome a lot of these. And, Shannon, I'm so excited. We need your expertise. We need to know how to overcome these challenges. Happy to help. Happy to help. I've I've been working with billion dollar brands and helping them with their marketing and achieved growth. So looking forward to, helping the folks here do the same. So we'll start out as promised with the importance of marketing. Like, why is marketing important for your organization and marketing to b two g? Well, if you think about the average person, any one of us actually makes thirty five thousand decisions a day. How overwhelming is that to think about? So this encompasses everything from what outfit are you going to wear today, to what to make for dinner, what investments to make personally and professionally throughout your your nine to five job. And there's also decisions that we make about different brands and our perceptions of them. I like this brand, or I like this company, or I don't. So, ultimately, consumers, whether they're personally or professionally purchasing these these offerings, they're using marketing as a decision making shortcut. So in today's world where we're also overwhelmed by choices, by options. For example, in the security industry, there's over a thousand different companies that offer their services. How do you, as a consumer, decide which one you want to go with? So that's what we'll be talking about today, how to help position your brand to make customers, have that brand shortcut, to understand when it comes time for that trigger and that decision that needs to be made on a purchase decision, we want them to go with your company. So that's why it's important for you to strategically, position and develop the right messages. So next, we'll get into, how we set objectives and goals. So most of the time, you're going to want to set both annual and quarterly objectives. And, realistically, you shouldn't be updating your, your goals all that often. If you do a good job of being able to say, you know, this this is really what I'm trying to do, and this is what I want to do, it's it's going to be a long term thing. So don't think that it needs to be something that, you know, completely gets revamped, each quarter or even each year. You could have those goals for a while, but the the tactics beneath them may change as as time goes on. So we'll talk a little bit about that. So when you're when you're talking about these these long term objectives, those are your higher purpose, what you're ultimately trying to achieve. And then beneath that objective, you'll have those more tactical goals which support the progress that you and your company will make in achieving that larger objective. So an example that we have here is AI may want my company to increase their sales by six percent year over year to achieve the all time record for my business. So in order to hit that six percent year over year growth, there's a few tactics that we're going to do. We're going to execute a new lead nurturing email program. And I think that based on our forecast, that may yield about sixty new sales a month. We're also going to implement an outbound telemarketing program using our gov spend list to, drive another twenty sales a month. And, I think we're also going to test some new website ecommerce flows. And, you know, it's it's tough to to move those metrics, but we're gonna shoot for a conversion improvement of one percent for this quarter. So you don't wanna overwhelm, but you want to pick a few no more than three to five max goals beneath your objective that you can focus on in that quarterly period, and then revisit that and see see how the progress goes. But, ultimately, those those tactical goals should support that overarching objective. And that is going to be your blueprint to getting you getting you started on your marketing planning. I love that the first topic to address some of these challenges are setting a goal. Because so often, we have clients that come on board with GovSpend and, you know, they're all bright eyed and bushy tailed. Just there's so much market possibility that we've uncovered in GovSpend, but, like, how do we even know where to start? And so you would recommend that it's it's always starting with a goal. Like, what is our end goal that we wanna accomplish before we develop a plan? Yes. If you don't know where you're going, it's gonna be tougher to get there. I love that. So what's next, Shannon? So, understanding those players in the market that we talked about. In in this example, we have, the auto industry, which we know from a b to g perspective, the government definitely, purchases transportation and vehicles, but we also, understand these brands kind of holistically as consumers too. So it's a great example. And on this particular automotive, competitive landscape, the attributes that we're looking at are price and quality. So these x and y accesses can vary based on your business's needs, what's important to the consumer, what attributes are most likely to, attract your your business decision maker. But for for the purposes of of this example, price and quality are great because they also probably apply to a lot of different businesses. So here we can see that our our highest price options, you know, are the Mercedes, the Porsche, the Audis of the world. And then on the lower end, there's options like, Kia and Volkswagen that are able to serve a more price sensitive, market. So there's options that that run across the gamut and understanding who your customer is, how you want to position your brands and your products and your offerings to be able to attract them in the market as as well as where are your competition? Are you in a crowded space? Are there a lot of other brands that are playing in your area, or are you a little bit more unique where you stand out amongst the players? And there's some claims, positioning, and messaging that can be had with that. Same goes for superlatives. So, you know, superlative, you think of your your high school yearbook. You know? Like, most most likely to be prom queen or president or, most likely to succeed. So it's AI, Mercedes wins the highest quality. Mercedes actually even beats out Porsche. So Mercedes could have a superlative that, is the highest quality automobile, for example. So, those are things that are worth exploring and important to have that established foundation understanding upfront that helps you as you're constructing the rest of your, the rest of your plan. So, Paige, what do you think in terms of, how how GovSpend would be able to help customers, to map out something like this? I'm so glad you asked me that question. So one of my favorite things that when we have new customers joining GovSpend is, you know, they they they especially on the bid and RFP process when they're not too familiar with what their competitors or how they stack up, it's it's AI, and it's, you know, how am I different? A lot of our clients that are are in, like, more niche think that they're the only vendor that can supply that specific item. But when you go into GovSpend, there are other new and emerging companies out there that maybe we've never heard of, but they're starting to trickle in there. What are some silent competitors where we don't know how we stack up against? Or sometimes my my favorite myth is GovSpend. You know, I hear a lot of clients that are very involved with the bid and RFP process that, it always goes to the lowest bidder. Well, not if it's good quality and it lasts a long AI, and it makes financial sense to invest a little bit more. But you won't know unless you find out and do the research and do the work. Yes. Absolutely. Alright. So getting into some of the marketing strategy now that we have an idea of some of the foundations with our goal setting and that competitive landscape analysis. A SWOT analysis is more about your business specifically. So we've hit the the competitive landscape. Now we're gonna come and hone in on your business. So SWOT analysis stands for strengths, weaknesses, opportunities, and threats. And being AI of like a three sixty literally shown here as a circle helps you to understand from a positioning perspective, from that that brand shortcut perspective, how the different attributes of your company may be most helpful to message to customers so that when it comes time to their decision making, they know where you're different, where you stand out. And you as a business owner understand, what threats may exist that you need to keep in mind or plan for in some of those tactical goals we talked about or opportunities and things that you can focus on to help drive growth. So we'll run through some some quick examples of what some of these might be, hypothetically, that can that can get you to help start thinking about your own business in the context of, a SWOT analysis. So some strengths. Paige, you brought up, you know, a great kind of, like, understanding that, you know, the the lowest price always wins. Is your your company your offering the best price? Are there others that have, lower price based on that competitive analysis that we did? If so, take that into account. If if you are, you know, the Kia in that competitive landscape, you'll want to say, my strength is that I am I am the lowest price competitor. So I'm always going to lead with price and, make sure that I'm speaking to that rational side of my customer's, decision making process. Weaknesses might include things, that could be competitive in nature. Paige, you mentioned, like, the landscape is always changing. There's newcomers coming on the scene. How are they going to to shake things up? So a weakness might be something from a competitive perspective that, you know, might be new in the market. It might also be capability of a company. So you may not have, for example, a field team, a field sales team to be able to get out and get in front of, consumers, and you're really just relying on telesales or ecommerce for the time being as a a hypothetical example. Threats. It could be it could be the economy. It could be the landscape itself. So for example, if if a threat to your business is, one of the challenges that we talked about at the start of the session, which was, these companies, these agencies are only making decisions when they absolutely need to. That's going to identifying that threat is going to help you understand the importance of the trigger moment so that when it comes time for a, agency to renew a product or service, that you need to be there. You need to be top in mind. And understanding that as a potential threat will have implications to your plan, like, we need to be we need to be top of mind. Therefore, we need to have some sort of a an outreach or on ongoing presence with this agency before the trigger strikes so that you are Hundred percent. There's no sense in in wasting resources. And wasting resources meaning, like, using our business's time and efforts and resources, marketing towards a company that's locked into or an agency that's locked into a multiyear agreement, like, that that makes awesome sense. Like, we wanna get in there at the sweet spot at that right time. Yes. Absolutely. So, Shannon, when you take all of this in consideration, you know, is can I ask the audience the the magical question? Oh, yes. Please. So, audience, there's there's a chat in the bottom. I wanna know, in my own curiosity and Shannon's curiosity, how often do you in your own day to day in business perform a SWOT analysis, researching competitors, understanding that that AI. Like, how often are we doing that holistically at your business? So go ahead and put in the chat. It could be once a year, once every few years. What does that timeline look like? Quarterly? Once a year, start of the year, part of planning. Two times a year. At least, oh, at least weekly when responding to RFPs. I love that answer. Always gotta know what that competitive landscape looks like. Quarterly, monthly. So so it AI of varies. And I'm gonna safely assume based off of industry. So, Shannon, for somebody who's collaborated with so many, you know, top one hundred, top Forbes five hundred US brands, how often should we be doing these types of research? It depends. It'll it'll vary based on the speed of your industry and the needs of your business. I loved the example of when you're pitching an RFP and you're putting the information together, you are gonna be looking at it much more frequently than, somebody that may have a slower paced, industry or business. But I would say at least annually, but it it will vary. Awesome. So what's next, Shannon? So for the marketing strategy, continuation, this is probably one of my favorite topics. And, Paige, I'm guessing probably one of yours too. Absolutely. All day, every day. So building a target audience. This is this is the difference between someone going out and saying, I wanna go fishing versus someone that has the specificity of, I want to go fishing and catch salmon. And that means that I'll need to fish in a lake that's connected to a river because that's where salmon swim. Otherwise, I may catch something that I don't want. And I know that salmon like shrimp for bait, and they're most likely to congregate in currents or hide under rocks. They also have a specific migration season. So just like consumers, salmon fishing requires patience and persistence and really knowing and understanding who your audience is, who you're looking for, where they are, what their triggers are, what they like, what they don't like. So this this is critically important to your success for the business to understand who is your customer. Can you size the audience? What do you know about them? Where can you find them? What are their purchasing triggers? Is it RFPs? Is it, pain points? Or are they new customers, net new, they haven't had a provider before, or are they switching? You're going to pull them from a different competitor that they're already signed with in the market. And I think GovSpend really helps to pull a lot of this information together, which is fantastic. You know, we I think the number one thing that we do in GovSpend a lot is developing lead list based off of this exact criteria. So one of the ways that some of our clients are unlocking that potential is with our actually, our new product called meeting intelligence, where you can actually listen in on how these agencies are planning, voting, budgeting, their overall sentiment and tonality of the companies that they're discussing. You can even be alerted on when they're talking about you Or if you think that universities are your target audience, or if you think k through twelve is your target audience, and you wanna listen in on what their concerns are surrounding your competitors, What better way than to do that SWOT analysis or that research or just building a target audience and knowing where your sweet spot is with the use of GovSpan. That's so awesome. It's it's really helpful to have that information there. And, it's not just helpful in building the persona, but it's also helpful in actioning it, which we'll talk about, next. But for now, when you're when you're curating all of that data, you want to create what we call a persona or a target audience profile. So this is an example of what a target audience profile looks like, like, and it can help you to understand, all of those things that we just talked about and how we pull them together to help create the most actionable and impact producing plan possible. So it includes things like customer demographics, who who those decision makers at the agencies or, businesses are, what their titles are, their locations. And then also in addition to those harder demographic profile elements, some softer elements too. What do their their personalities tend to be like? What are their goals? What are their frustrations? Really understanding them will help you better target them and message to them. You can even write, you know, a creative biography to help you get in the mindset of this is my customer and know them, inside and out. And then last, it's also great to understand where to find them, where to fish. Are they in oceans, rivers, or lakes? And, if you're looking for salmon, but you're looking in a place where they're not swimming, you're wasting your time and your money, and we don't want that. Yeah. And sometimes knowing what markets or areas not to fish are just as important as knowing where to fish. So I have an important question over here. It says, how do we know and I think it stemmed from the previous AI. But how do we know if they're locked into a long term agreement? Like, how do we know that timeline? Obviously, it can be uncovered in conversation, but what's the hack? Let me know. So some of the ways through the use of GovSpend that you can identify those trends are through our new report builder. You can see if you're a subscription model or a service contract model, and you know that your industry standard is two years. You can see those peaks and valleys in the report builder of, hey. Did this company retain that business, or did their spike not spike as much as last year? Meaning that they lost, and they're not growing the clients that they currently have. So through the use of either the spending and purchase orders module, our co ops and contracts module to pull open the actual PDF of the contract, or just looking at the spending history, we can go ahead and identify that. And we can do that towards the end of today's session of, you know, breaking open and applying what Shannon is sharing with us today. We'll definitely do that. So awesome question. Thank you so much. That's fantastic. Looking forward to seeing that. So when it comes to marketing strategy, the secret weapon is going to be listening. So you will always win when you give the customer what they want. Sometimes companies may give the customer what they can deliver, but that's kind of like squeezing a square peg into a round hole. So going back to thinking about the previous two slides, really knowing your customer, understanding them inside and out, speaking to them. We can do quantitative analysis. We can do qualitative analysis. We can look at at the gov spend database. There's so many ways to develop these personas and understanding so that, you can be as effective and efficient as possible. And when you listen to the customer, that will always produce, the best outcomes and the best results for your business. So some of the questions that you may ask yourself once you've identified who your target audience is is what is the challenge that they're facing? Sometimes we call this, you know, their their jobs to be done or their struggles, in in the market. So as the business decision maker, what is a pinpoint that they have that your product can solve? And being able to effectively position yourself as a solution to that challenge and explain why your product solves it is, really the key to helping to to break through. If you're if you're hitting on different areas of your offering that are tangential or missing that core point, that core challenge that they need to address, your your message is less likely to come through. It's kind of like using the wrong bait when you're fishing for salmon. So, that's an important point to make sure that you have nailed down. And also understanding what is the price point that yields the highest return. Absolutely. All good things. And it's it's all tying back together to those previous slides. Yes. Alright. So what is the importance of branding, Shannon? So branding is important because, ultimately, it gets back to that that brand shortcut that we talked about at the beginning. How how you're known, how you're thought of in the market, what your reputation is is everything when it comes to that decision point. And sometimes people think that branding is, you know, logos and fonts and colors and all of the creative things, and it definitely is that that visual expression. But branding is more than that. Branding is the summation of all of the touch points that a potential customer or a customer has with your brand. And I like to say that a brand is a promise that when kept creates loyalty. So making sure that the positioning, the promise that you're setting forth and putting out there in the world and the market is actually happening with your teams, with your frontline, with your email communications, your phone calls, your sales experience, and customer experience is going to be the utmost importance in maintaining that reputation and having that brand shortcut come through for you time and time again, creating efficiencies for your business. So knowing that the average number of quotes that's required to be collected for an agency to award is three, it just shows how important that is as well as going beyond the logos, going beyond the visuals to create those internal allies or, cheerleaders, brand advocates, and brand awareness when it comes time to that decision being made in a vote is also going to be paramount. Yes. Especially when it's down to the AI. Pricing is very similar. They're, you know, pennies within each other, even a couple of hundred dollars within each other. But if it's all the same, you know, it's that brand that's really gonna carry it. And now that we're into the marketing execution, talking about the marketing mix. So there's what we call organic or unpaid channels. These are things like your website. It's a property that you own. It's it's not something that you're you're amplifying or putting spend AI. And you can use it to customize your content, your positioning, your messaging. It is organic. The same with, SEO or search engine optimization. So the words that you're strategically using on your website, in your navigation, in your your content, your resources section to help pull those different types of expertise that you want to own into the crawlers that are, you know, being searched for in a search are super important. The same with organic social. So our posts, these these are the ones that are not amplified. They're not being, spent against. But they're the post that we put out, and they help to shape the perception of your brands, your offerings, your company updates to those who are are following you. And, last but not least, another example is your event. So these are your owned and operated, company events, the experiences that you're putting together for, your customers, your your prospects. And, a a good tip that I like to use is think about what you remember in your memory. So earlier, we talked about thirty five thousand decisions made as as humans were overwhelmed with busyness, do more with less, and and how do you stand out. And when when something happens that either speaks to you, hits hits your your target need, that business challenge that you have, it's like a a mental post note that that stays in your memory. And and and that's what we want to create through these organic and paid channels. We wanna create those those mental post notes so that the the agencies and business decision makers will remember them when it comes time for their trigger or their their decision. Again, some some paid channels where we amplify against paid search. So when that trigger happens and the business decision maker is online searching, we wanna make sure that you have the right keywords so that your business is on that that first page. There's not a lot of scrolling to happen, and potentially get missed in the mix. Same with paid social. Whether you're professionally or, you know, personally using social, you will come up and, come across different advertising opportunities. So we want to make sure that you're reaching the right people at the right time with the right message. Same with email, which we'll we'll do a double click on coming up next, particularly with our gov spend lists. And, last but not least, advertising. So advertising can run the gamut from display to, you know, audio or television, video, and, all of these things really interplay as well because somebody could respond to a paid social ad or an ad and then go to the website. So there's interconnectivity between your organic and paid channels. And based on your business, based on the seasonality, based on all of the things that we talked about upfront, they're all different levers that you can strategically push and pull to help, find your audience in the most effective way possible. Absolutely. So once we understand where to find our target audience, how do we keep them in our pool? So the so how do we keep them in our pool? Whether it's in our CRM, track them, like, what are some ways to keep them involved? Is this an audience question? Or No. This was more of, like, a question for you AI of, like, tear into the emails. Absolutely. Absolutely. So, this is what we call nurturing. So when when you have prospects that have raised their hands, whether it's a web form submission or, you know, an event or they're they're in your database, they're interested. They may not be ready to bite right away. They may not have that trigger right away, but you wanna keep them warm. So you can do that with with relevant content that helps them to stay engaged, that reinforces your credibility, that develops the relationship that you have with that prospect. So, email campaigns are great, easy, effective, and, you know, relatively, you know, safe way to to do this and develop that relationship with your prospects and audiences. I understand. Yes. Yeah. And, so speaking of email, we wanted to do a double click on, spam, which we've heard is, top of mind for a lot of the GovSpend audiences. So you have these these great targeted contact information sets from GovSpend. How do you make sure that they're getting through and not getting caught in the nets of spam? So the main three things to keep in mind are keep your list targeted and maintained. You don't want to what we call spray and pray. You can't be everything to everyone. One bait isn't gonna work for every fish. You need to, try and be as targeted and specific with your audience as possible. And GovSpend can help you do that in a great way. You also wanna make sure that you're maintaining your list. So remove bounce backs, remove invalid emails because when, they're up, you're more likely to get caught in spam, which we don't want. We also want to customize your messages. So you can do things like personalize the addressee. So you've seen, like, emails that come to you that say your name. That helps show that they're pointed. They're purposeful. We know you. You have a relationship with us, and they will get through more likely than to, be rejected or go to spam. We also want to make sure that we're creating those content value exchanges. Give them information that is helpful to them, and that gets back to knowing their pain point, know their challenge, and demonstrate that you understand that you're speaking to them, and you can help deliver on that with x, y, and z elements of your product that they may or may not have known about. And last is avoid the spam set offs. There's things like screaming in email, AI, free, free, free with all capital letters and exclamation points that will get you caught every time. So try and keep it, you know, try and keep it calm and cool and collected. Those types of tactics, you know, aside from getting caught in the spam filter can also just, you know, make your your brand seem a little bit more desperate, which we don't want for your brand image anyway. So it's a win win. I'm glad that you touched on that because I think when a lot of people are new to the government space, they forget that these contacts are public. So you can only imagine the amount of emails, newsletters, catalogs, spam that they get to their inbox every day. Every day. Multiple times a day from all different types of vendors. So really crafting your message to be personalized or referencing that contract number or referencing that purchase order that that made them part of our target audience that you identified through GovSpend can really make you different and set apart and not desperate. Love that. So just to tie it all together, and we'll get into a quick GovSpend screen share in just a moment. But just wanted to AI it all back together that we are here to help you, whether it's, you know, brand and marketing consulting. Shannon has many, many years and extensive experience, and I'm just so happy that you were able to give us the time today. But and also on GovSpend, you have access to our entire relationship management team to really dive into these reports with you, ask you the questions that Shannon has posed today to understand what filters we need to layer to really uncover those salmon fishing holes and really identify where we need to be targeting. Shannon, is there anything any closing remarks before we go into actually, I have a question right now. Sorry. Changing topics, switching around, adapting. What tools do you see artificial intelligence providing to help with SWOT analysis or creating customer profiles? That's a great question. It's a great question. I mean, AI has opened up such a world of possibilities. It can definitely be used as an input to your SWOT analysis. So when you're asking these questions, it can be a part of your, you know, quote, unquote, desk research if it's, you know, looking at Google, looking at syndicated, research or studies on your industry, looking at articles where you're learning, you know, what what the competitive landscape looks like, looking at gov spend. So absolutely include AI. Ask them the questions that will help you to, you know, build out that that four quadrants map for yourself. That's a that's a great question. Sounds good. Well, happy planning, and, happy to help serve as a resource after the facts, and have fun. Enjoy enjoy delving into your your landscape, the customers, and GovSpend. And thank you so much, Shannon, for all the amazing content that you just dropped for us. I I'm excited to to see how all the success unfolds for our team today. Absolutely. Happy to help. Alrighty. Take care. And once again, this recording will be sent out to everybody. And if even if you registered and didn't attend didn't attend, you'll be able to review it on the GovSpend website, along with access to the slide deck. Take it easy. Take care. Bye.