Navigating Federal Change: GovTech Event Strategy
The federal government has seen some big shifts over the past three months —workforce reductions, policy changes, and increased budget constraints. These changes have introduced additional noise in an already crowded market, altered the focus of government buyers and increased uncertainty within agencies. This blog is the first of a multi-part series to help GovTech marketers pivot and adapt to what has become a highly dynamic market. We’re focusing on events because they are often long-horizon events, decisions made today is the execution framework of tomorrow.
Agility and adaptation to the evolving landscape is a core muscle for every B2G marketer – we’re used to pivots. But with the need to pivot coming at such a furious rate, here are a few thoughts on how you can refine your approach to keep driving meaningful engagement and maximize impact with government attendees.
Refining large event strategies
Rather than pulling back from major industry events, consider modifying your participation to ensure a stronger return on investment. Here’s how:
- Leverage data for smarter event decisions: Use past event performance data (lead conversion rates, contribution to pipeline and engagement metrics) to decide which events are truly worth the investment. AI can make this easy to analyze for you.
- Optimize Tradeshows: Streamline your presence at the shows you do attend by sending a smaller team and being selective with sponsorships. Prioritize activities that drive engagement and cut back on extras that require significant resources.
- Curate vendor-owned events: With lower attendance across the board, shift your emphasis from broad educational sessions to curated, high-value experiences that drive faster decision-making.
- Personalize ROI-driven invitations: Use 1:1 or small-group invites that details clear ROI and actionable takeaways to help them justify attending, especially when travel is required.
- Cost-effective add-ons for brand visibility: Implement simple, budget-friendly add-ons—such as geo-tagging conference locations—to extend brand exposure for up to 30 days post-event.
- Better Together: Consider co-hosting or sponsoring events with aligned partners to maximize visibility while sharing costs.
Prioritizing smaller, targeted briefings
With shifting priorities among government buyers, small-group events are emerging as an effective strategy for deeper engagement. These personalized briefings allow you to create a customized experience tailored to attendees’ specific needs while creating a more meaningful, interactive experience—resulting in stronger connections and faster sales cycles.
Helping attendees justify their participation
With tighter travel budgets and travel restrictions, attendees need solid reasons to justify event participation. Create clear justification tools, like tailored documents outlining the value of key events. For example, the National Training and Simulation Association (NTSA) has refined justification resources for I/ITSEC over the years to support government attendance. By integrating similar resources into your event microsites and vendor hubs, you make it easier for decision-makers to approve travel requests.
Shifting focus to state and local government (SLG)
As federal event participation becomes less predictable, consider shifting more attention to state and local government opportunities. SLG buyers have different priorities, requiring a tailored approach to engagement that aligns with their procurement processes and technology needs. Try engaging with regional associations to deepen connections in this space.
Move onsite
Lean into the return to office by meeting your customer at theirs. Now is the time to revisit on-site event approaches such as road shows and on-site tabletop events from vendors like NCSI. Especially for DoD, onsite events will help to bridge the ‘can’t travel’ woes. Consider working with your aggregator and complementary technology partners to build strategic “Better Together” roadshow events that address a workflow need.
Reassessing digital investments and hybrid strategies
During the pandemic, digital marketing became oversaturated. But with current travel restrictions limiting in-person engagement, some digital channels are regaining traction. A renewed focus on targeted digital campaigns can complement your in-person event strategies and drive meaningful engagement. Incorporating hybrid and virtual elements—such as live streaming and interactive discussions—expands accessibility for government audiences.
Tap the power of AI for events
AI-powered personalization is becoming an essential tool for digital engagement. Leveraging AI-driven insights allows marketers to tailor event experiences specifically for government buyers, making virtual and in-person interactions more relevant and impactful.
Final thoughts
In an ever-changing federal landscape, flexibility is key. By refining your large-scale event strategies, prioritizing small-group briefings, providing justification tools, and exploring new market opportunities, you can continue to drive meaningful engagement and accelerate growth.
At GBR, we specialize in helping GovTech companies navigate these shifts with data-driven, actionable event strategies. Reach out to learn how we can optimize your public sector marketing approach.