Government Business Results Releases GovBuyer’s Journey & Campaign Planning Workshop

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.