This is the study of a software company who traditionally catered to non- profits and associations, but wanted to break into the highly lucrative (but notoriously difficult to penetrate) world of government, specifically federal and state.

They went to work figuring out how to “crack the code” in the public sector, while also not completely losing sight of their bread and butter non- profit audience.

The Problem

There were three primary marketing-specific challenges to overcome in order to make the pivot into the public sector a success:

1. Where do we find them?

2. How do we engage them?

3. How do we avoid alienating our existing audience?

Download this piece to discover the solutions employed, the general go-to-market strategy, the results observed & the lessons learned along the way (some of them very expensive or otherwise painful).