Inside the Federal Buyer Mindset: Brand Perception, Market Shifts, and What Works in 2026 - Home
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Inside the Federal Buyer Mindset: Brand Perception, Market Shifts, and What Works in 2026

Count Down to Market Insights

10 DAYS
18 HOURS
10 MINUTES
23 SECONDS
Start: Tuesday, March 10 2:00 PM EDT
End: Tuesday, March 10 3:00 PM EDT

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Tune in March 10 at 2PM EDT

The government market has gone through drastic changes in the last year–and most government contractors are feeling those changes acutely. In April of 2025 we fielded our annual brand intelligence survey which serves as a guidepost to how federal decision makers think and feel about their partners. We fielded it again in January 2026 to see what, if anything, has shifted in the last year of massive change. 

Join us as GovExec leaders discuss the findings and what they mean for you.

Why Attend?

  • Learn from Federal Decision makers: what are they prioritizing right now?
  • Gain strategic insights: what is causing the shifts in this market?
  • Discover proven marketing and BD practices that resonate with public sector buyers right now.

Insights
Based on feedback from over 1,000 federal employees in civilian defense agencies:

  • How has the reputation of top federal brands in the market evolved?
  • What key factors are driving the change in opinions?
  • How has the competitive landscape changed over the first year of a new administration?
  • What can be done to improve customer experience and increase loyalty among your customers? 
  • How have defense contractors, professional services firms and technology companies fared over the past 6 months?

Combining intelligence about brand perception, buyer behavior, and key administration insights, this webinar provides your playbook for staying relevant, competitive, and aligned with customer needs.

Leading Market Strategists

Tim Hartman

CEO
Government Executive Media Group
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Tim Hartman

CEO

Government Executive Media Group

Tim Hartman is Chief Executive Officer of Government Executive Media Group, the public sector division of Atlantic Media Company.  Dedicated to helping influential executives in government do their important work, Government Executive Media Group is one of the leading digital B-to-B media companies. Over the past fifteen years, Tim has served in various roles across Atlantic Media Company.  He joined Government Executive in 2007 to manage new product development, and rose to the role of President in 2012.  During his time there, Tim oversaw the transformation of Government Executive Media Group into a digital-first enterprise, launching numerous digital brands and products and expanding Government Executive into the Defense and State and Local markets. Through this aggressive growth and innovation plan, Government Executive Media Group saw explosive reach in audience engagement and traffic increase.  Today, over 60% of Government Executive Media Group’s revenue stems from digital products. In March 2014 Tim was appointed Chief Executive Officer of National Journal Group, where he oversaw the National Journal’s transformation from an ad-supported media company to a premium membership and services enterprise.  Upon completion of the transformation, Tim returned to Government Executive Media Group as Chief Executive Officer in November 2015.  

Aaron Heffron

President | Insights & Research
Government Executive
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Aaron Heffron

President | Insights & Research

Government Executive

Aaron Heffron has nearly 30 years of experience in research and analysis in various industries and sectors, including the federal government, trade associations, technology, television and radio, and telecommunications. As President for Insights and Research for the GovExec Media Group, Aaron brings together various research and information sources across the organization including international aerospace and defense trends with Forecast International and Military Periscope and branding, marketing and sales strategy insights from Market Connections and the Government Business Council to help clients get the information they need to make good business decisions.

Prior to its acquisition by GovExec, Aaron was President of Market Connections, a market research company providing qualitative and quantitative research services and strategy advice to the government contracting community. He is a regular speaker on topics of federal, state and local government business trends as well as marketing and communication strategies and prides himself in working collaboratively to develop product, marketing and program plans based on sound information.

Prior to joining Market Connections, Aaron worked with The NPD Group, Inc. (now Circana) integrating syndicated consumer data with federal, state and local government agencies. He founded some of the first public/private partnerships with the U.S. Department of Commerce and Bureau of Labor Statistics to improve economic indicators and data gathering practices. As Senior Vice President of Public Affairs Research for Harris Interactive he facilitated a multi-continent strategic planning process for the US Department of State, ran product trials for the Open Mobile Video Coalition and facilitated focus groups with first Americans in Alaska and South Dakota.

He has his masters degree in public policy (MPP) from Georgetown University and a BA in leadership studies and economics from the University of Richmond in Virginia.

 

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