Agenda

Get ready for GAIN 2023 as you register, mingle with GAINers and start your morning with a sense of community and purpose for a great day of government marketing learning.

Welcome + Overview of the Day 

As artificial intelligence advances what’s possible with technology, the next generation of marketers is emerging. These professionals aren’t defined as next-gen because of age, but rather their approach to embracing change and applying smarter (i.e., AI-powered) technologies.

In this keynote, Paul Roetzer, Marketing AI Institute founder and CEO, lays out the vision and opportunity for next-gen government marketers who use AI to deliver the personalization audiences expect; unlock previously unimaginable creative possibilities; and drive unparalleled efficiency and performance. 

We have entered the age of intelligent automation. AI will augment what you and your team are capable of doing. Don’t wait for the marketing world to get smarter around you. Take the initiative now to understand, pilot, and scale AI. The opportunities are endless for marketers with the will and vision to transform their careers, organizations, and the industry.
 
Learning Objectives: 
1. What AI is, and why it matters to government marketers.
2. Why generative AI is transforming marketing and creativity.
3. How to identify AI use cases and evaluate vendors.
4. What outcomes AI can help you achieve. 
5. How to prepare your team for piloting and scaling AI.
 
The future is marketer + machine. And the future is now.

Gaining respect in your government marketing role – Stop being different and misunderstood by your Corporate Marketing colleagues

There will be 4 Vignettes presented throughout the day at GAIN 2023 highlighted very important areas within our every day government marketing activities. These Vignettes will be led by seasoned government marketers who have walked the walk and talked the talk. These are not to be missed as you will walk away with the “fodder” needed for the next time you feel different and misunderstood all in a fun and unusual way.

We’re excited to share 4 short Vignettes during GAIN 2023 to help government marketers in their day to day engagements. How do you continue to drive growth in your government marketing initiatives and career when you sometimes feel like you’re totally misunderstood by your Corporate Marketing leaders and colleagues? During these Vignette’s we are going to liven things up by sharing comedic vignettes on topics where all of us sometimes feel “stuck” in how we engage with our corporate marketing counterparts. We’ll then share insight into how to overcome these differences and misunderstandings.

4 Vignette Segments:

1. Wearing Many Different Hats
2. Budget Resources and Allowances
3. Closing the Chasm Between Corporate and Public Sector Demand Generation Expectations
4. Expand Your Influence and Win Advocates by Making Government Marketing Relatable

“When I worked for a large technology company, I always came back from corporate marketing leadership meetings feeling like the Rodney Dangerfield of corporate Marketing. I had to learn how to overcome this frustrating feeling while explaining the differences of government marketing from field marketing”.

-Lou Anne Brossman, Founder, Government Marketing University

"Wearing many hats" is an idiomatic expression that means juggling multiple roles or responsibilities effectively. Successfully managing various roles requires a combination of time management, adaptability, effective communication, and self-care. Learn how you can become an accomplished marketing juggler.

Mix and mingle with your peers as we prepare to dive into the next segment of GAIN 2023!

Navigating budget and resource conversations and allocations with your corporate marketing counterparts (and sales) can be challenging, but it doesn't have to be. We'll explore common issues, along with some practical advice on leveraging data to defend existing budgets or request additional funds, sales and marketing leadership alignment, and how to stretch your budget and resources for maximum results just in time for next year's planning cycles.

The Crucial Role of Marketing Professionals in Understanding Emerging Technologies in Government.

In an era defined by rapid technological advancements, the role of marketing professionals in government has evolved significantly. Government agencies and departments are increasingly embracing emerging technologies to enhance service delivery, engage citizens, and drive innovation.

To effectively navigate this digital landscape and fulfill their mandates, government marketing professionals must possess a deep understanding of these emerging technologies. By doing so, they can leverage these tools to craft impactful communication strategies, foster public trust, and achieve organizational goals.

Learning Objectives:
1. Digital Transformation vs IT Modernization: While the terms "digital transformation: and "IT modernization" are often used interchangeably, they refer to distinct concepts. It is crucial to differentiate between the two as both processes are essential, with IT modernization laying the groundwork for the transformative power of digital initiatives.
2. Zero Trust: In the digital age, where cyber threats are ever- present, governments must adopt robust security measures. Zero Trust is a security framework that operates on the principle of "trust no one". Understanding where the technology bifurcates from the policy is essential for marketers to operate in this space.
3. Cloud: By embracing the cloud, governments can unlock the full potential of emerging technologies, accelerate digital transformation, and drive efficiency and innovation across various sectors. Understanding how to communicate value from this foundational technology is paramount to any government marketer’s strategy. 
4. Artificial Intelligence: AI, especially generative AI, has emerged as a transformative force, revolutionizing the government sector. AI technologies offer unparalleled opportunities to enhance efficiency, streamline operations, and deliver citizen-centric services. As AI continues to evolve, it is essential for government marketers to understand this technology to be able to communicate its value across their ecosystem.

Government marketing professionals play a crucial role in shaping public perception, engaging citizens, and driving positive change. In an increasingly digital world, understanding emerging technologies is no longer optional but essential. By staying informed about the latest advancements, marketers can leverage these technologies to enhance communication, foster trust, and achieve organizational goals.

“It’s imperative not only in your role as government marketers but also in your career growth to have solid understanding of the technologies facing our government prospects and customers.” 

-Brian Chidester, Head of Public Sector Marketing, Socure and Host, The Government Huddle Podcast

The government acquisition process is a complicated journey with many steps and personas involved. Business-to-government marketers need to know who’s involved, what steps these individuals will take, and when/how to engage with them throughout the journey. You’ll leave this session with a better understanding of the process to maximize your marketing effectiveness (and maybe even train your colleagues at the corporate office).

This is a session not to be missed as we’ll hear first-hand from a government communicator who has walked the halls of both government and industry. She will share her expert insight on several topics that are top-of-mind interest to government marketers.

Learning Objectives:
1. Hear insight into how government marketers can best share their companies’ products and services to federal prospects and try to break through the clutter.
2. Learn what are the “Do Nots” when delivering your marketing campaigns into the government as well as silver bullets that can be used.
3. Gain insight on getting and grabbing the attention of government attendees at Conferences. Are there certain Conferences recommended?
4. Will the use of storytelling, video, audio and other ways to help you “Level Up” your government marketing messages.

“What better way to learn how to market your products and services into the U.S. Public Sector than hearing directly from someone with inside knowledge. Adrienne has served both on the industry side as well as government and will be an invaluable asset to our GAIN 2023 attendees”.

Lou Anne Brossman
Founder, Government Marketing University

Enjoy lunch while you build face-to-face connections with your peers.

This Vignette will discuss strategies to ensure that your public sector demand generation programs reach your target audiences through relevant activations that achieve measurable goals and can be attributed to your public sector marketing budget and efforts and complement corporate marketing initiatives. Includes Leads, Activations and Measurement. 

Engage with your government customers where they already are.

BACK BY POPULAR DEMAND! Results from the annual Marketing for the Public Sector – Media (M4PS Media) Study. Learn about the public-sector research that will help you create an effective digital media strategy that will get results.

The media landscape has evolved over the last several years. As public sector decision makers shift to a hybrid work model and are spending on average three days per week working from home, many of the restrictions to accessing digital content have been removed. This means there has never been a better time to implement a digital media strategy.

Focusing on engagement within the digital landscape, the annual Marketing for the Public Sector—Media (M4PS-Media) study looks at the specific digital properties the public sector turns to for information and education, from online publications to social media sites. This presentation will cover the results of the comprehensive annual study.

Learning Objectives:
1. Understand how the public sector uses digital media for education and information. 
2. Learn which media properties respondents prefer for various needs. 
3. Discover trends that will help you plan your 2024 media spend.

The M4PS-Media study is a must-have addition to your marketing toolbox. In addition to the study results this session will also share industry insights gained over several years of conducting this research. GAIN 2023 participants will receive a copy of the study results.

“Our job as government marketers is to make sure our audience sees our content. The annual media study shows you exactly where your audience is looking.”

- Aaron Heffron, President of Insights and Research, GovExec

Chat with fellow marketers as we head into the final sessions of GAIN 2023.

Maximizing investment in government marketing requires a combination of diplomacy, preparedness, and planning. During this session you’ll discover how to use these skills to influence stakeholders in your organization and make government marketing relatable.

Strategies for Conversion with practical tips, best practices, and real-world examples.

As government marketers adapt to an increasingly complex sales environment, we must evolve our strategies to meet changing expectations and KPIs. In this workshop, we’ll navigate the shift from the traditional single performance focus on Marketing-Qualified Lead (MQL) acquisition, to the emerging dual focus on MQL acquisition and Sales Qualified Lead (SQL) conversion. We’ll explore the implications of this shift that places you at the forefront of B2G pipeline management - and what it means for the marketing mix. 

Using a pipeline model, we’ll share winning tactics for identifying and nurturing MQLs that have the potential to evolve into SQLs and provide insights for supercharging your marketing campaigns.  By the end of this fast-paced Workshop, you’ll have a better understanding of how to drive demand at both the top and mid-funnel in today’s government markets, and the start of a tailored model that will help you plan and execute more effective B2G campaigns.

Learning Objectives:
1. Understand the unique challenges and KPI shifts that government marketers now face in our marketing efforts. 
2. Review and share effective tactics for driving demand at both the top and mid-funnel stages in today’s government markets. 
3. Apply proven techniques to nurture MQLs through the funnel and increase your conversion to SQLs (and keep your sales teams happy!)
4. Design the framework for a campaign strategy that efficiently recruits and nurtures MQLs using existing content and activities.

During this workshop, you will learn first-hand from an industry-leading thought leader who will share their experience and expertise packed with practical tips, best practices and real-world examples that will reinspire you to make data-driven decisions.

Audience Engagement Worksheet Included

“By balancing MQL acquisition with SQL conversion, you can redefine what it means to generate demand in the government market. This is the new blueprint for government marketing performance.”

- Juliana Slye, CEO, Government Business Results, LLC

GMarkU will recognize and celebrate the top honors for government marketing excellence across the U.S. Public Sector in eight categories: Brand Awareness, Events, Innovation, Lead Generation, Lifetime Achievement, Partner Marketing, Public Relations, and Social Media.

Get out your business cards and make the most of this last chance to network with your peers and celebrate all the finalists and winners of the GAINer Awards!