Government Business Results to Launch AI & GovBuyer’s Workshop for Public Sector Marketers

New hands-on workshop will show marketing teams how to turn buyer intelligence into an interactive AI resource for campaign planning, message testing and go-to-market execution

RESTON, Va. — December 5, 2024 — We are happy to announce our AI & GovBuyer’s Workshop, a new hands-on workshop designed to help public sector marketing teams put generative AI to work against one of their most important assets: a deep understanding of the government buyer.  The workshop is to be held on January 28, 2025 at the Carahsoft Conference & Collaboration Center in Reston, Virginia.

The workshop features AI luminary Natalie Lambert, Founder and Managing Partner of GenEdge Consulting and Juliana Slye, Founder and CEO of Government Business Results.  Together, Slye and Lambert break down the complexities between the public sector market and artificial intelligence, and show how to build the workflows needed to accelerate and refine a marketer’s demand generation capabilities.

The foundation of the workshop is built on GBR’s GovBuyer’s Journey™ methodology, which maps how a specific government buyer’s priorities, questions, information needs and decision behavior change throughout the buying journey.

The AI & GovBuyer’s Workshop takes that intelligence one step further by showing participants how to transform an established GovBuyer persona into an interactive AI-powered resource that marketers and sellers can use in their day-to-day work.

Rather than asking AI to invent a generic buyer persona, participants will learn how to ground AI in defined buyer research and journey intelligence — preserving what is known about the buyer while making that intelligence easier to access, explore and apply.

“Most marketers don’t need AI to make up more information about their buyers. They need a better way to use the buyer intelligence they already have,” said Juliana Slye, founder and CEO of Government Business Results. “The opportunity is to make that intelligence interactive. What if your team could sit down with the GovBuyer, pressure-test an idea and ask, ‘Would this matter to you right now? What would make you skeptical? What proof would you need before taking the next step?’ That’s what we’re building toward with this workshop.”

Attendees will discover how AI can transform their B2G marketing strategies and campaigns, help them influence key moments in their GovBuyer’s Journey, and build meaningful content that resonates with their prospect. They’ll walk away with the skills, tools, and insights to leverage what they have, easily build what they need and drive results for their FY25 marketing programs.

  • Practical AI Tools for B2G – Discover the AI tools that will streamline B2G marketing workflows and enhance decision-making.
  • Strategic Points of Buyer Engagement – Identify key touchpoints in the GBR GovBuyer’s Journey™ to better reach buyers and amplify impact.
  • Hands-On Prompting Techniques – Master AI prompting methods with hands-on exercises.
  • Customized Government Personas – Build and test AI-driven personas to craft personalized content that resonates with their buyers’ unique needs.
  • Messaging that Resonates – Develop targeted, differentiated messaging using the GBR GovValue Triangle™ that speaks to their GovBuyer at each stage of the Journey.
  • Peer Networking and Expert Guidance – Connect with fellow B2G marketers, learn from industry leaders, and gain resources to stay ahead.

A central principle of the workshop is that the AI-enabled persona remains grounded in the underlying GovBuyer research. The goal is not to turn generated responses into new “buyer research,” but to create a practical interface through which marketing and sales teams can more readily apply the intelligence they have.

The result is a different model for using generative AI in public sector marketing: not simply creating more content faster, but helping teams make better decisions about what to say, what to create, when to engage and what the GovBuyer is likely to need next.

The live workshop has ended, but will be available on GovAcademy.io soon.