Agenda

Pick up your name badge, then enjoy breakfast and networking before we kick off GAIN 2024!

GAIN Executive Committee Chair and CEO of Government Business Results welcomes you to GAIN 2024.

Juliana Slye

CEO
Government Business Results

Content marketing and storytelling offer a vast opportunity for all businesses. Yes, even in B2G.

Here at GAIN, Ann Handley will inspire you to rethink the role that content plays in igniting real results. Through real-world examples and thought-provoking perspectives, Ann will empower you to be successful in today’s rapidly evolving digital world.

Drawing from her 25 years of experience as a marketer, entrepreneur, and best-selling author, Ann gives you practical tools and insights to create powerful work that connects with those you seek to reach.

In this session, you’ll discover:

• How businesses can avoid marketing mediocrity to achieve tangible results  
• What makes engaging content and how to break through the noise  
• New approaches to building customer relationships and loyalty  

Don’t miss this fun session from the world’s first Chief Content Officer herself! Who’s in?!

Ann Handley

Chief Content Officer
MarketingProfs

This session will provide marketers with an overview of the latest government technology policies, bills, and related laws set to impact 2025. We’ll cut through the noise and focus on the most significant updates, ensuring you leave with actionable insights.

We live in the world of more and now - where revenue and pipeline targets are always up and to the right, but budgets are flat or falling, resources are spread thin, and both patience and attention spans are in a constant battle for which can be shortest. And that’s before the inherent challenges of marketing to a public sector audience.

During this session, we'll explore the following:

• How Account Based Marketing (ABM) can help you rethink and reframe the demand from qantity to quality in your mind, in your teams' mind, and in the minds of your stakeholders.
• What you can count on ABM to do really well and where you shouldn't over rely on it.
• Understanding how the orchestration of data-driven insights, personalized content, and comprehensive marketing integration can drive results on almost any budget.

Colby Proffitt

Vice President of Marketing
Shift5

Tanner Bokor

GTM Operations Director
Shift5

Refresh your coffee and jot down your thoughts before we continue with the next leg of GAIN 2024.

Effective partner marketing for companies that sell to the government hinges on relationships built on a foundation of shared understanding. This panel will explore how marketers can develop clear marketing strategies that highlight the combined value propositions tailored to government needs. In addition, panelists will discuss how to create and utilize co-branded materials and case studies that demonstrate past successes and compliance with government standards. Lastly, the panel will explore how to align on goals, share insights, and coordinate efforts, ensuring consistent messaging and seamless collaboration.

Join us for this panel discussion on balancing the investment between MQL and SQL approaches.

Enjoy lunch and explore the exhibit hall as you reflect on the morning sessions, then get ready to dive into part two of GAIN 2024.

How are layoffs, budget fluctuations, influencers, new technology (AI), and election years impacting growth marketing?

Many great marketers succeed in managing events and budget spreadsheets, but growing their career to go from a marketing associate to a manager to a director or CMO can be a challenge.

• What is the route?
• Who are the decision makers?
• How is this done internally?
• How can one move up externally?

This panel will review keys to personal and professional growth to help you architect and navigate your professional growth, unlocking the next level in your marketing career.

In the competitive landscape of B2G marketing, effectively driving the pipeline requires strategic branding, timely PR efforts, and targeted campaigns. This presentation delves into how unique branding and well-timed PR can align with contract timelines to create impactful growth. We will explore case studies like BlueHalo and PacStar to illustrate successful strategies and analyze campaign tactics through the lens of L3Harris. Attendees will gain actionable takeaways and insights into the critical aspects of targeting the Ideal Government Persona (IGP), developing a unique and memorable brand, and aligning PR with contract timelines. By understanding these elements, marketers can enhance their efforts to secure contracts and drive pipeline growth in the B2G sector.

Brian Lustig

Public Relations Practice Lead
Bluetext

Sunny Singh

Former President & CEO
Aeyon

Scott Aukema

Vice President of Marketing
Sigma Defense

Take a stretch break then get ready for the final sessions of GAIN 2024.

The world of marketing tools, technologies, and techniques has become an incredibly complex and ridiculously fast-moving environment. As you start to build your marketing plans and realize the complex world that it is, often the biggest hurdle becomes overcoming the deer in headlights effect that quickly takes grasp from the overwhelming rush of tasks, actions, data, algorithm changes, trending social platforms...and the list goes on ad nauseum. Or perhaps, you’re running a more mature marketing program within your organization and the flurry of activity and rapid incorporation of new tools and technology has made it difficult to create a seamless experience across all customer touchpoints.

This presentation introduces a unique way to transform the looming cloud of marketing complexity into an organized series of interlocking marketing spaces that help capture value from your government customer – and accelerate growth while making effective use of all the resources available to you. Understanding the B2G marketing landscape in distinct media spaces; rented space, owned space, paid space, and earned space (ROPE) is the starting point for becoming the architect of a well-constructed, reliable ROPE bridge that builds relationships and drives pipeline, encouraging federal customers to journey across to enjoy a mutually beneficial relationship with your company and its unique products and services.

Elizabeth Nerland

Sr. Director, Marketing & Communications
Chugach Government Solutions, LLC

Join Natalie as she demonstrates how AI is more than just a tool—it's a strategic approach that can transform your marketing efforts. With AI, your company can achieve its marketing goals more efficiently, producing high-quality content and reaching your target audience more effectively.

Drawing from her experience developing AI-driven marketing strategies at Google and applying them across companies around the world, Natalie will share actionable insights and proven techniques to elevate your marketing. Learn how to leverage AI to execute campaigns faster and enhance your overall marketing impact.

In this session, you’ll discover:

• The most impactful use cases for AI in marketing strategies
• Tools and best practices to enhance creativity, productivity, and efficiency with AI
• Practical steps to immediately enhance your marketing impact while preparing for an AI-driven future

Don’t miss this chance to learn from one of the top voices in AI-driven marketing innovation.

Are you ready to elevate your marketing approach with AI?

Natalie Lambert

Founder & Managing Partner
GenEdge Consulting

Reflect on everything you learned as we close out GAIN 2024.

Juliana Slye

CEO
Government Business Results

Celebrate the winners of the 2024 GAIN Awards, the top honors for B2G marketers. Nominations are open now through August 31. Click here to learn more and submit your nomination.

Unwind with complimentary cocktails as you take advantage of this final opportunity to build lasting connections with your peers.