GovExec's Market Preview: Stay in Play in 2025

GovExec's CEO, Tim Hartman, opened Market Preview with an overview of the rapid changes reshaping public sector marketing, intensified by the election and the post-COVID shift to hybrid work. He highlighted three core trends shaping the industry: finding the “missing customer” as government workers become harder to reach, AI’s transformative role in government contracting, and the shift towards ROI-driven metrics focused on pipeline impact. With these trends driving a new level of accountability, Hartman emphasized the importance of data-driven marketing and strategic events to make meaningful connections and keep brands in play in 2025.

This session focused on the key priorities and shifts expected to shape public sector marketing in 2025. GovExec's research and editorial experts explored the implications of the election, focusing on how administrative changes could influence agency goals and strategies across defense and civilian sectors. The panel also discussed the government’s approach to AI adoption, emphasizing the private sector’s role in supporting these advancements. Additionally, the speakers addressed changing content consumption trends among government buyers, stressing the need for marketers to balance brand-building with targeted, account-based marketing to engage an audience with a preference for tailored content.

In this product-focused session, Tim Hartman and Connie Sayers introduced GovExec's new tools and capabilities designed to support government marketers in staying in play as the market evolves. Key highlights included GovTribe AI Insights, which offers marketers a dedicated AI-powered platform to streamline content generation and provide competitive intelligence. GovExec also showcased its Lead Intelligence product, which categorizes leads based on engagement and behavior to guide them through the sales funnel. Deal Marketer Pro was presented as a customizable program for supporting high-stakes RFPs, while the Hosted Buyer Capabilities emphasized strategic one-on-one connections within GovExec’s premier events. Lastly, the newly expanded Content Studio, led by George Jackson, was introduced and poised to deliver full-service creative solutions tailored for powerful public sector impact.