Veteran B2G Executive Joins GBR to Expand Its Expert-Led Public Sector Marketing Services

RESTON, Va., Oct. 29, 2026 — Government Business Results, LLC (GBR), a public sector go-to-market firm for technology companies, today announced that Allan Rubin has joined the company as vice president of marketing. Rubin will lead GBR’s marketing organization as the firm expands its services for technology companies selling to U.S. government, education and healthcare organizations.

Rubin brings more than 20 years of business-to-government (B2G) marketing leadership experience at technology vendors, service providers and channel companies, from early-stage startups to major global organizations. Most recently, he served as vice president of segment marketing at Granicus, where he led marketing across the company’s federal, state and local government segments in U.S. and international markets. His previous executive roles included positions at Conduent, Verizon Business, Arrow Electronics and immixGroup.

“Great marketing takes people who can bring strategy and execution together to drive growth,” said Juliana Slye, founder and CEO of GBR. “Our advantage at GBR is exceptional marketing talent, a strategic perspective on growth opportunities and the ability to turn that expertise into action clients can take immediately. Allan has spent his career building and leading high-performing marketing organizations. His leadership will help us bring those strengths to more clients while maintaining the quality and responsiveness they count on.”

GBR’s services include industry strategy, marketing, content, sales and field enablement, staffing and a recently launched partner growth practice. Together, the company helps clients strengthen their go-to-market teams, pursue growth opportunities and put strategy into action.

In his new role, Rubin will lead and develop GBR’s marketing team, strengthen the quality and consistency of client delivery, and scale the firm’s ability to deliver complex, integrated engagements. Working alongside GBR’s strategic leaders and subject-matter experts, he will help translate the firm’s marketing expertise and innovations into growth-focused programs that deliver results.

“Understanding the market is only the starting point,” said Rubin. “Success comes from shaping opportunities, engaging buyers and bringing marketing, sales, and partners together. That is what attracted me to GBR: a team with deep market expertise and the ability to put it to work to help more clients drive rapid, repeatable growth in the public sector.”

An active contributor to the public sector marketing community, Rubin writes and speaks frequently on government marketing best practices and mentors B2G marketers. In 2023, he created the GovCon Marketing Job Exchange, a free LinkedIn networking and job-sharing group for B2G marketers that has grown to more than 1,700 members. He holds a bachelor’s degree in government from Franklin and Marshall College.

Allan joins us in our Northern Virginia office inside the Carahsoft Conference & Collaboration Center.

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About Government Business Results

Government Business Results, LLC (GBR) is a woman-owned go-to-market firm that helps technology companies accelerate growth in federal, state and local government markets. Founded in 2010, GBR combines deep public sector expertise with services in industry strategy, marketing, content, sales and field enablement, staffing and partner growth. Its experts work as an extension of client teams, aligning sales, marketing and channel efforts to strengthen market position, deepen buyer engagement and drive business results. GBR delivers actionable strategies, programs and tools while building clients’ capabilities for continued growth. Headquartered in Northern Virginia, GBR serves clients through a nationwide team. Learn more at gotogbr.com.

Contact
Allan Rubin

+1 703-261-4738
allan.rubin@govbizresults.com

Visit us on social media:
LinkedIn

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GBR Public Sector Partner Growth Practice Helps Tech Companies Optimize Partner Marketing Performance to Accelerate Their Public Sector Growth

RESTON, Va. – October 5, 2026 – Government Business Results (GBR), the leading Public Sector Go-to-Market firm for commercial technology companies, today announced the launch of its Public Sector Partner Growth practice. The practice extends the company’s award-winning portfolio of industry strategy, marketing, enablement, content and marketing staffing services with dedicated offerings focused on the unique needs of partner marketing and partner growth.

The new practice helps commercial technology companies drive greater ROI and scale business impact from their Public Sector partner ecosystems. Through a suite of new partner-centric offerings aimed at scaling capabilities with data-driven, proven approaches, GBR will help companies benchmark their partner marketing performance, gain transparency into what’s fueling growth, identify opportunities for greater impact and optimize partners, programs and activities with the greatest growth potential.

“Since our founding, GBR has driven innovation in partner marketing pathways as a part of helping our clients accelerate their Public Sector growth,” said Juliana Slye, Founder and CEO, Government Business Results. “This practice allows us to focus more deliberately on maximizing the value of partners within a Public Sector go-to-market strategy. The offers we bring forward will combine industry expertise, strategic insight and hands-on support to help clients turn their partner marketing investments into greater business impact.”

Newnam to Build and Lead the Practice

GBR has named Karen Newnam principal and head of Partner Growth to build and lead the new practice. Newnam brings more than 20 years of experience building and leading partner and ecosystem marketing programs for technology companies across global and Public Sector markets.

“As the Public Sector market evolves, the way technology companies engage and invest in their partner ecosystems has to evolve with it,” said Newnam. “We start by understanding the client’s business, partners, investments and what’s already working. That gives us the insight to uncover new opportunities and help companies focus their next dollar and next hour on the partner marketing efforts where they can have the greatest impact. From there, we help turn those priorities into action.”

Slye added, “We’re thrilled to have Karen lead this practice. Karen brings deep expertise in building partner marketing programs that connect strategy and investment to execution and measurable business results. She is a natural fit to build this new capability and expand the value we bring to our clients and the broader Public Sector technology ecosystem.”

Introducing GBR Public Sector Partner Growth System™

At the center of the new practice is the GBR Public Sector Partner Growth System™, a suite of integrated offerings designed to help technology companies gain deep visibility into their partner marketing performance, identify traction and acceleration opportunities and maximize partner contribution to their Public Sector business objectives.

The GBR Partner Growth System is launching with two offerings: the GBR Public Sector Partner Growth Audit™ and the GBR Public Sector Partner Growth Activation™. The GBR Partner Growth Audit uses the GovAcademy Public Sector PartnerMark™ benchmark as the foundation for evaluating partner marketing performance across key areas, including partner productivity and activation, MDF and marketing effectiveness, enablement and readiness, ecosystem alignment, engagement and measurement. Technology companies receive a benchmarked view of current performance, a Partner Marketing Performance Scorecard and prioritized recommendations designed to focus investment and resources where they can create greater impact.

For companies ready to put those priorities into action, the GBR Growth Activation program delivers a tailored mix of strategy, enablement, activation, execution, measurement and optimization.

“Carahsoft and its reseller partners are continually looking for ways to help organizations grow their Public Sector businesses,” said Craig P. Abod, Carahsoft Technology Corp. President. “Bringing greater focus and measurement to partner marketing can help tech companies make more informed investments, strengthen partner engagement and create additional opportunities for growth across the ecosystem. We look forward to seeing the impact GBR can make as it brings this new capability to market.”

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About Government Business Results

Government Business Results, LLC (GBR) is a woman-owned go-to-market firm that helps technology companies accelerate growth in federal, state and local government markets. Founded in 2010, GBR combines deep public sector expertise with services in industry strategy, marketing, content, sales and field enablement, staffing and partner growth. Its experts work as an extension of client teams, aligning sales, marketing and channel efforts to strengthen market position, deepen buyer engagement and drive business results. GBR delivers actionable strategies, programs and tools while building clients’ capabilities for continued growth. Headquartered in Northern Virginia, GBR has a nationwide team. Learn more at gotogbr.com.

Contact
Allan Rubin
allan.rubin@govbizresults.com

About GovAcademy

GovAcademy is a professional education and enablement company helping technology companies and the people who sell, market and partner in the U.S. Public Sector build the knowledge, skills and capabilities required to grow. Through training, workshops, practical frameworks, industry benchmarks and growth programs, GovAcademy helps B2G professionals and organizations improve their public sector skillsets and outcomes and translate what they know into measurable business performance. GovAcademy brings together practitioners, experts and industry partners to advance the capabilities of the people and organizations that power the public sector technology market. Learn more at govacademy.io.

Contact
Jill King
jill.king.cr@govacademy.io

About Carahsoft
Carahsoft Technology Corp. is The Trusted Government IT Solutions Provider®, supporting Public Sector organizations across Federal, State and Local Government agencies and Education and Healthcare markets. As the Master Government Aggregator® for our vendor partners, we deliver solutions for Cybersecurity, MultiCloud, DevSecOps, Artificial Intelligence, Customer Experience and Engagement, Open Source and more. Working with resellers, systems integrators and consultants, our sales and marketing teams provide industry leading IT products, services and training through hundreds of contract vehicles. Visit us at www.carahsoft.com.

Contact
Mary Lange
(703) 230-7434
PR@carahsoft.com

The post Announcing the GBR Partner Growth System appeared first on GBR.

Veteran partner and ecosystem marketing leader joins GBR to help technology companies strengthen partner performance and accelerate public sector growth

We are excited to announce that Karen Levy Newnam has joined the company as Principal, Head of Partner Growth, expanding GBR’s expertise and offerings focused on helping technology companies build stronger, higher-performing partner ecosystems.

Karen brings more than 20 years of experience helping organizations develop and execute partner and ecosystem marketing strategies across global and public sector markets. Her experience spans the partner landscape, giving her a practical understanding of what it takes to move from partner strategy to measurable go-to-market performance.

Partner ecosystems have always been critical to public sector growth, but having partners isn’t the same as having a partner ecosystem that performs.  Karen understands how to find the gaps between strategy and execution, and how to turn those gaps into opportunities for growth. She brings exactly the kind of deep expertise and roll-up-your-sleeves approach we value at GBR.

In her new role, Karen will lead GBR’s Partner Growth capabilities, helping organizations assess how effectively their partner ecosystems are operating, identify opportunities to improve performance and activate strategies that drive stronger marketing and go-to-market results.

Her focus will include helping companies answer critical questions such as: Are we enabling the right partners? Are our programs translating into meaningful market activity? Are vendors and partners aligned around the same buyers, priorities and opportunities? And where should we focus to generate greater impact?

Karen’s addition also strengthens GBR’s ability to support organizations across the full public sector go-to-market motion — bringing partner strategy and activation alongside the firm’s existing expertise in public sector strategy, marketing, enablement and content.

Karen joins us in our Northern Virginia office inside the Carahsoft Conference & Collaboration Center.

The post Welcome Karen Newnam! appeared first on GBR.

The post The Power of Repeatability in GovTech Sales and Marketing appeared first on GBR.

Many government marketing and sales approaches fail to gain traction because they assume GovTech buyers have the same value centers as their B2B peers.  But B2G buyers are different. Understanding the differences and what government buyers really value is foundational to driving rapid results in your government marketing and sales efforts – and that’s what this blog will review.  

Understanding government value  

Businesses operate within capitalist framework and acquire goods and services that help them improve their profit and grow their revenues and earnings. Accordingly, B2B buyers often value returns on investments that help them grow or improve:  

• Revenue 

• Cash flow 

• Competitive advantage 

• Profit  

 Most B2B customers will also place value in solutions that help them improve external metrics like market position, brand recognition, stock price or shareholder value.    

Government agencies function within a public service or social welfare framework. They don’t seek agency growth or competitive advantage. They seek mission success, which is often defined through a series of mandates.  Accordingly, they have dramatically different priorities that shape their perception of value.  

Just a few of the paramount priorities they face include:    

• Citizen welfare 

• Law and order 

• National security 

• Economic health 

• Diplomacy 

• Infrastructure 

• Public services  

Prioritization of these values can vary based on the public sector sub-segment, the agency mission, the buyer’s role, and the current trends and policies affecting their agency. In many cases, multiple areas of value may be equally relevant. 

The GBR GovValue Triangle™: Value connection made simple 

GBR has developed a handy tool that simplifies the messaging process, called the GBR GovValue Triangle™.   GBR’s GovValue Triangle™ is a powerful framework that highlights the core areas where government agencies see value: The Mission, Efficiency & Cost, and Security & Compliance.   It helps technology companies quickly and easily connect with the values of the government buyer. By understanding which value area is most important to your target government buyer, you can tailor your messaging and solutions accordingly.   

Let’s dive into each value center individually.  

The mission: The agency or program North Star  

Every government agency, department, or program operates with a clear mission as its guiding principle.  The mission serves as the North Star for all strategic decisions, investments and accountability metrics.  It’s usually found on their website or in their strategic plan. 

Efficiency and cost management: The operational backbone 

While achieving the mission is paramount, the way an agency achieves it is equally important. Government agencies must manage to their budget and with legislative oversight.   They are looking for ways to reduce bureaucracy and eliminate waste. 

Security and compliance: The roots of resilience 

Security is non-negotiable in the public sector. Agencies must maintain a resilient security posture to protect and defend citizens, data and property against an increasing number of threats. They must also evolve their internal and external security measures, leveraging cutting-edge technologies and best practices.  

Crafting marketing messages that connect to government value centers 

The best way to get started with the GBR GovValue Triangle™ is to create detailed buyer personas for your target government buyers. Understand their specific challenges, goals and what values they prioritize. This approach ensures that your marketing and sales strategies are precisely aligned with their needs, leading to more effective engagement and successful outcomes.  

Marketing to government agencies requires a deep understanding of their unique value perceptions and purchasing drivers. By aligning your strategy and messaging with the GBR GovValue Triangle™ you can effectively position your technology solutions to meet the specific needs of government buyers.  

If you’d like to dive deeper into understanding the government buyer and learn more about how you can use our GovValue Triangle to craft messaging specific for your products, download our whitepaper, How Government Agencies See Value Differently: A Guide for GovTech Marketing.

The post The GovBuyer’s Perception is NOT What You Think! appeared first on GBR.

New half-day workshop helps public sector marketing and GTM teams connect campaign strategy to how government buyers actually move through the buying process

We’re excited to announce the launch of our newest solution offering, the GovBuyer’s Journey & Campaign Planning Workshop,  a new half-day facilitated workshop designed to help public sector marketing and go-to-market teams build campaigns around how government buyers actually make decisions.

Public sector technology companies invest heavily in content, campaigns, events and demand generation. But too often, those activities are developed without a clear understanding of where the buyer is in the buying process, what the buyer is trying to accomplish at that point, or what will help move them forward.

The result can be plenty of marketing activity without a shared framework connecting that activity to buyer progression.

GBR’s new workshop is designed to close that gap.

“Marketing and sales teams often know who they want to reach and what they want to sell, but that doesn’t necessarily tell them what marketing should do next,” said Juliana Slye, Founder and CEO of Government Business Results. “The buyer’s needs change dramatically as they move from recognizing a problem, to researching approaches, evaluating solutions and ultimately making and defending a purchasing decision. The campaigns we put in front of them should change, too.”

From Buyer Understanding to Campaign Planning

The GovBuyer’s Journey & Campaign Planning Workshop combines GBR’s GovBuyer’s Journey solutions with practical campaign development.

Ahead of the session, GBR develops a customized GovBuyer’s Journey Essentials for the client’s selected government buyer persona, market segment and solution. The Essentials maps how that specific buyer moves through the journey, including their priorities, jobs to be done, challenges, questions, information needs, trusted sources and preferred ways of engaging.

During the first portion of the half-day workshop, GBR guides participants through the GovBuyer’s Journey and their customized Essentials, helping sales and marketing teams develop a shared understanding of the buyer and how the buyer’s needs evolve throughout the purchasing process.

Participants then select two GovBuyer’s Journey stages where they want to concentrate their marketing efforts.

That becomes the foundation for a facilitated campaign planning session.

Rather than beginning with a blank whiteboard and asking, “What campaign should we run?”, GBR guides the team through a more focused set of questions: What is the buyer trying to accomplish at this stage? What questions are they asking? What is preventing them from moving forward? What does marketing need to help them understand, believe or do next? And what campaign, content and engagement tactics can help make that happen?

“The goal isn’t brainstorming for brainstorming’s sake,” Slye said. “We’re putting guardrails around the creative process. We know the buyer. We know the market. We know the solution. And we know where that buyer is in the journey. Now we can ask a much more useful question: What can we do at this particular moment that helps this buyer move forward?”

A Practical Output Marketing Teams Can Use

By the end of the workshop, participating teams leave with:

• A customized GovBuyer’s Journey Essentials for their priority persona, public sector segment and solution
• A shared understanding of how that buyer transforms as they move through the buying journey
• Two priority GovBuyer’s Journey stages selected for marketing focus
• Two developed campaign concepts aligned to those stages
• Recommended campaign collateral, content and supporting assets
• Recommended engagement tactics and channels
• Initial prioritization to help the team determine what to move forward

The approach is intended to create tighter alignment between public sector marketing, sales and GTM teams while giving marketers a practical framework for deciding what to create, why to create it and where it belongs in the buyer journey.

“Government buying is not one moment, and it isn’t one message,” Slye said. “A CISO who is just beginning to question the status quo needs something very different from a CISO who is comparing solutions or trying to justify a decision internally. When marketing recognizes those differences, campaigns become much more intentional — and much more useful to the buyer.”

The GovBuyer’s Journey & Campaign Planning Workshop is available now from Government Business Results.

Contact us to learn more and schedule a session.

The post New Offering: GovBuyer’s Journey & Campaign Planning Workshop appeared first on GBR.

With GAIN 2025 right around the corner (Sept 18th, 2025), we asked one of our favorite industry marketing experts, Lesley Rogers, to step in and offer her perspective on why industry events are crucial for B2G marketers.

The rules have changed and if you’re a government marketer still playing by the old playbook, it’s time to reimagine your strategy. 

As someone who’s spent over two decades shaping brand narratives, go-to-market strategies, and demand generation campaigns in the Public Sector space, I’ve witnessed evolution. But today’s pace is unprecedented. Generative AI, shrinking product lifecycles, shifting procurement priorities, and increasingly complex buyer journeys have ushered in a new era—one that demands agility, foresight, and continual reinvention. 

This is no longer a moment to observe from the sidelines. It’s a moment to lead. 

The state of government marketing: reinvention required 

For mid- to senior-level professionals, our roles have traditionally been built on stability. Brand steward. Campaign builder. Market translator. Event architect. But now? These identities are shifting under pressure. 

Market uncertainty has led to team consolidations, role convergence, and reevaluated business impact. Many of us, once buffered by consistency, now find ourselves adapting at full speed. 

B2G marketers must embrace modern technologies like AI, navigate blurred buyer landscapes, and lead with data, not just instinct. Whether you’ve stepped back to focus on your day-to-day or settled into a familiar rhythm, now is the time to re-engage and reimagine. 

For emerging talent: career clarity in a fast-changing space 

Early-career professionals entering this space face a rapidly evolving profession. But with the right guidance and visibility, they can accelerate their growth and shape their trajectory. 

When intentionally built, industry events offer the clarity, connectivity, and tactical learning that emerging marketers need. From exposure to real-world challenges to curated access to veteran mentors, these gatherings become launchpads for: 

• Strategic career exploration 

• Personal brand elevation 

• Skill-building for lasting impact 

Career development today isn’t linear. It’s dynamic, intentional, and guided by those who’ve walked a similar path.  

Building what’s next: how industry events spark growth in B2G marketing 

Today’s government marketing landscape isn’t just changing, it’s transforming. And the professionals leading that change aren’t doing it alone. Strategic industry events have emerged as essential platforms to recalibrate, reinvest, and evolve in the face of complexity. 

Here’s what today’s most impactful gatherings offer: 

Purposeful collaboration 

They provide intentional space for peer connection, cross-sector dialogue, and long-term partnerships. Rather than surface-level networking, these events enable Public Sector marketers to exchange ideas rooted in real-world challenges, from budget cycles and mission alignment to multistakeholder influence. 

Deep learning from experts who understand the landscape 

Sessions go beyond theory. They feature seasoned practitioners with insights into procurement trends, agency priorities, and the rapidly changing role of technologies like AI. Attendees walk away with practical takeaways that refine positioning, fuel innovation, and strengthen market alignment. 

Reinvention and strategic growth 

Whether redefining an executive trajectory or exploring the industry for the first time, professionals are empowered to build new capabilities, embrace career pivots, and rethink their approach to leadership. These events spark reinvention, not just inspiration. 

Tools to stay ahead 

Actionable guidance is at the forefront: up-to-date competitive intelligence, emerging technology strategies, visibility enhancement, and performance metrics that connect marketing directly to business outcomes. It’s not about trends, it’s about transformation. 

Creative stimulation through diverse perspectives 

Attendees step outside the expected. Through immersive conversations, bold ideas, and real-world case studies, events reignite creativity and challenge conventional thinking, helping marketers sharpen their storytelling and execution. 

Skill building with hands-on learning 

The best events don’t just talk—they teach. Through targeted workshops and tool-specific learning, professionals refine everything from martech expertise to personal branding and campaign architecture. The result? Elevated impact and faster growth. 

These are the environments where marketers stop reacting to disruption and start shaping what comes next. 

When an event becomes a career catalyst 

The best industry events don’t just deliver insights they leave a lasting imprint. They shape how we think, how we lead, and how we connect. Years may pass, but the ideas shared in a single session can echo through an entire career. 

One of the most memorable moments in my professional journey came more than a decade ago, during a marketing conference session led by keynote speaker and strategist Tamsen Webster. She introduced a concept that still guides my thinking today: The Red Thread—the throughline that connects your idea to your audience’s hearts and minds. 

Tamsen spoke about strategy and storytelling not as tactics, but as transformational tools. She challenged us to be bold, to build brands that could shape industries or even empires through creativity and innovation. She showed us how to connect the threads of a story in a way that made ideas not just heard but felt. 

That session didn’t just inspire me in the moment. It changed how I communicate, how I lead, and how I help others shape their own narratives. I’ve followed her work ever since and continue to apply the insights she shared that day. She continues to teach me through her Red Thread methodology. 

It’s a reminder that the right speaker, the right message, and the right moment can spark a shift that lasts a lifetime. That’s the power of a truly intentional event. 

And that’s precisely why I’ll be in the room for GAIN 2025. 

What sets GAIN apart 

GAIN 2025 isn’t just another marketing conference, it’s the only event created specifically for government marketers navigating a fast-changing B2G landscape. Every session, speaker, and interaction is tailored to the complexities of Public Sector engagement, from procurement shifts and AI adoption to brand-building in an environment shaped by unpredictability. 

This is not a moment to catch up, it’s a chance to leap forward. What sets GAIN apart? 

• It’s the only event of its kind devoted exclusively to career development, strategic growth, and cross-sector innovation for government marketers. 

• It’s the real-time response to an industry undergoing reinvention, helping marketers at all levels rethink their value, elevate their impact, and rewrite their future. 

• It’s a space for conversations that don’t happen anywhere else—the ones that tackle market volatility, changing roles, and what it really means to lead in a profession that refuses to sit still. 

Why I’ll be in the room — and why you should too 

This is a new era in Public Sector marketing—one where creativity, agility, and strategic clarity are non-negotiable. GAIN isn’t just a conference. It’s a launchpad for what’s next. In a profession full of remarkable talent, GAIN creates space to evolve and grow, refine your impact, elevate your thinking, and lead with renewed purpose and clarity. If you’re ready to explore new possibilities, expand your influence, embrace what’s possible in a new era and shape the future of government marketing, this is where your next chapter begins.  

For years, I’ve attended GAIN as a speaker, mentor, and peer and I always walk away with something invaluable. Whether it’s fresh insights that reshape how I think, connections that spark new collaborations, or friendships that stand the test of time, this community continues to inspire me. And now, as I navigate my own transition—building a new business and exploring what reinvention truly looks like, I’ll be in the room not just to share, but to learn and grow alongside you. Because no matter where you are in your career, there’s a seat waiting for you at GAIN and a powerful future ready to be built. 

A new era of B2G marketing is here. Are you ready to step forward? 

About the author:  

Lesley Rogers: CEO and Owner of LMR Strategies 

Lesley Rogers is an award-winning marketer and strategist and a trusted industry voice with over 20 years of experience. As the CEO and Owner of LMR Strategies, she helps drive brand and business growth through bold storytelling, visionary strategy, and dynamic collaboration—transforming vision into action that sparks growth and innovation. She is also deeply committed to mentoring and empowering the B2G marketing community, fostering meaningful connections, sharing insights and expertise, and helping fellow marketers grow and thrive in their own unique journeys. 

The post Standing at the Edge of Reinvention: Why Industry Events Matter More Than Ever for Public Sector Marketers appeared first on GBR.

So, now is the time to revisit GTM strategies, validate messaging, and ensure your teams are equipped with the tools needed to convert interest into action. It’s not about resetting, it’s a recalibration. 

Here are five strategic areas we think are worth using to evaluate your progress mid-year: 

1. Are value propositions aligned with current agency priorities?

This year has been a lesson in extreme market dynamics and agility.  In most cases, the campaigns you led with in Q1 no longer reflect current realities, or have had messaging, content or activity band-aids to get you through the waves of H1 turbulence.   

The market twists and turns have largely settled out, and we’re all getting a handle on the rhythms. This is a good time to conduct a messaging audit to firm up your messaging for the back-half of the year.  By putting the energy and focus on well-crafted messages and value-pain matchups during the summer months you’ll get a sense of which messages are resonating and which need overhauling, putting you ahead of the fall planning cycle.  Recent agency updates, public budget documentation, or newly launched programs can all help shape a refreshed value proposition that speaks directly to the current moment.   

2. Are personas and journeys grounded in today’s buying landscape?

In the federal civilian market especially, the turnover among government program leads and decision-makers has resulted in shifts in mandates and buying priorities.  Have your personas kept up?  The GovBuyer’s Journey has also shifted and in many cases dramatically condensed. Have your journey layouts been updated? 

Ensuring campaign content aligns with current GovBuyers at every stage of the journey improves resonance and conversion.  We like August for this kind of activity. It’s naturally a bit slower and there is more time for the deep thinking that revalidating target personas and buying journeys requires. Tools like updated org charts, funding announcements, RFPs, and government leadership updates can provide critical insights – but your sales teams will also be very helpful here as well. 

3. Are campaigns generating real pipeline growth, or just adding to the database?

Mid-year is also an ideal time to evaluate what’s creating meaningful engagement. Opens and clicks provide some signals, but they don’t always indicate momentum. It’s helpful to understand which efforts aren’t driving movement so they can be scaled back to free up additional resources for what’s working.   

Take a look at the long-tail metrics that reveal H1 pipeline impact: discovery meetings scheduled, sales conversations influenced, and new contacts generated within priority accounts.  AI can lend a hand here and make this less cumbersome.   

But don’t just let the spreadsheets and technology do all the talking.  Have discussions with your SDR leads and trusted sales teammates.  Their anecdotal evidence will often give you early insight into agency and market trends that will help you place a few well-timed bets and pilots in H2 that can be measured in time for FY26 full-scale deployment. 

4. Are content and tools aligned with today’s buying environment?

As buying cycles shift and agency priorities evolve, marketing content and sales enablement tools must also keep pace. Outdated assets – including pitch decks, thought leadership pieces, nurture flows, or campaign messaging – can slow momentum and stall conversations. 

Q3 presents an opportunity to audit and begin refresh on your content ecosystem.  It will most likely take you into Q4, but you’ll exit with content aligned with specific agency missions, current funding realities, and evolving procurement behaviors.  It’s a powerhouse setup that will deliver better support for awareness-stage engagement and late-stage deal acceleration. 

5. Is the funnel truly advancing, or are leads stalled in early stages?

A mid-year review of funnel progression can reveal where leads are slowing and identify opportunities for creative end-of-year public sector marketing campaigns and program activity.  This is where ABM can really shine.  It’s also where you’ll understand whether the journey assumptions you made are holding true.  Knowing if CTAs are misaligned with buying stages, or nurture content isn’t reflecting procurement timing, resolving friction points is critical to maintaining your KPIs. 

Tracking funnel velocity, not just volume, provides visibility into which efforts need refinement. Refining journeys based on where buyers truly are can accelerate movement and improve outcomes heading into Q4. It also gives you a set of gears to work into your H1FY26 planning. 

Q3 is the proving ground. Q4 is the performance. 

Strong fiscal year closeouts don’t begin September or October. They’re built on the thoughtful adjustments and refinements made earlier – especially during Q3. By focusing on message alignment, buyer insight validation, content optimization, and sales readiness, government marketing teams can position themselves and their sales counterparts for real results in Q4. 

With market volatility beginning to stabilize and priorities becoming clearer, this mid-year moment is an opportunity to sharpen strategies and elevate execution. A well-prepared Q3 makes it easier to enter the final stretch with confidence, clarity, and momentum. 

The post Mid-Year Reset: How is your FY25 shaping up? appeared first on GBR.

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. 

Navigating federal changes with new strategies

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.​ 

The post Adapting GovTech Events in a Changing Federal Market appeared first on GBR.

In this dynamic landscape, staying ahead means embracing innovation. That’s where AI comes in—not just as a tool to keep pace, but as a driver of transformation. Let’s explore five key trends reshaping B2G marketing and how AI is empowering marketers to lead the way.

1. AI is no longer optional

First, it’s important realize that AI has moved from a luxury to a necessity.  And, it’s ubiquitous.  Nearly every marketing and collaboration tool out there has some form of AI in it.  And, the AI chatbots (Google Gemini, ChatGPT, etc).  And, in the government market where nuance is critical to using policies and standards in your marketing content, AI can serve as a powerful tool.

But using AI effectively requires skilled professionals who know what is needed and how to maximize results. A skilled marketer leveraging AI becomes a secret weapon—able to produce content, analyze data, and optimize campaigns faster and with greater precision.

2. GovBuyers are self-educating—and demanding more content

Gone are the days when government buyers relied primarily on sellers to be their information concierge. Today, buyers are doing their homework independently.  Like their commercial peers, they are relying on the internet (and increasingly AI chatbots) to seek insights and navigate their acquisition journey. This shift requires marketers to provide highly relevant, easily accessible content tailored to the GovBuyer’s persona at specific stages of the GovBuyer’s™ Journey.  What matters for a GovBuyer at the Initiative stage will not matter for them at the Assess stage.  Understanding this difference is understanding how to unlock breakthrough results in your marketing efforts.

Innovative technologies, like AI, can simplify this process in many ways.  AI chatbots can help you analyze buyer behavior efficiently so that you can understand will resonate at each stage. AI tools like content recommendation engines help ensure you deliver the right information at the right time, keeping buyers engaged and informed. Additionally, AI-powered content generators, like GPTs (Generative Pre-trained Transformers), can write blogs, draft email campaigns, and even check compliance for RFP responses. These tools ensure consistent, high-quality material that meets the ever-growing demand for content.

3. Personalization is no longer optional

One-size-fits-all marketing strategies are obsolete. Personalization is key to capturing attention in today’s crowded government market. But all together, federal, state and local government markets have around 20M potential buyers. How do you personalize at scale?

AI-driven persona creation is the answer. By leveraging AI tools, marketers can build detailed, accurate personas based on buyer data, enabling targeted messaging that speaks directly to individual needs and challenges. These AI persona specialists allow you to craft personalized campaigns without the guesswork, ensuring every touchpoint is meaningful.

4. The rise of AI-powered specialists

The real power of today’s AI tools isn’t using the chatbots as a way to speed up your individual capabilities today.  Yes, you gain some advantage by firing up general Gemini or ChatGPT channels and giving them orders. But if that’s all you’re using the chatbots for, then the gains won’t be as big.   The real power comes from creating and orchestrating a fleet of AI-powered specialists, each designed to handle a specific role in your B2G marketing efforts.  They act as standalone experts in their craft, and you bring them together in different ways to accomplish your goals. (and if you want to learn how, attend the workshop below.)

This concept is becoming a reality for marketers. These AI-powered tools act as extensions of your team, performing tasks quickly and efficiently. With their help, you and your team can focus on high-level government marketing strategy and campaign development while well-developed AI tools manage the execution and details.

5. Timing is everything in buyer engagement

In B2G, delivering good content isn’t enough—you must deliver it to the right government buyer at the right moment in their buying journey. Miss that window, and you risk losing influence with them and over the decision-making process.

AI excels in predictive analytics, helping you understand when buyers are most likely to engage. Whether it’s delivering proposal support during a procurement phase or sharing thought leadership content early in the research stage, AI ensures your marketing efforts are always well-timed and relevant.

Embrace the future of government marketing

The integration of AI into B2G marketing is not just a trend—it’s a requirement. From content creation to buyer engagement, AI empowers marketers to work smarter, meet rising demands, and stay ahead in an increasingly competitive landscape.

Want to learn more about how AI can revolutionize your government marketing strategies?

Join us for the AI & GovBuyer’s™ Journey Workshop on January 28, 2025, live online and in-person (Reston, VA). This hands-on, one-day event will equip you with the AI tools and GovBuyer insights you need to thrive in the public sector.

Limited Seating – Reserve Your Spot Today!

Let’s make 2025 the year you lead the way in government marketing.

The post 5 Trends Transforming B2G Marketing—and How AI Empowers You to Lead appeared first on GBR.