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.

The first of four vignettes to be presented throughout today at GAIN 2023.

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

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 this session 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.

Learning Objectives
1. Budget Resources and Allowances
2. Lead Generation Disparities
3. Wearing Many Different Hats
4. Making government relatable to corporate marketing

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.

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

During this session, a seasoned government marketer will walk us through lead generation disparities between government marketers and corporate marketers to help these groups gain a better understanding of how they operate. We’ll discuss the times we all feel “stuck” and actionable insights on how to overcome these obstacles

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.

A Step-by-Step Government Buyer Journey mapped to Contracting and Acquisition.

The federal acquisition process for technology products and services is slower and more complex than the typical business-to-Business buying journey. It’s what makes public sector marketing so challenging.

As a Business-to-Government marketer, you don’t need to be an expert in the Federal Acquisition Regulation (FAR). But it’s important to know what’s happening at each stage of the federal buying journey — and how your marketing investments can help progress the sale at every step broken down into four stages. Expert insight will be provided by government executives and government marketing pros.

Learning Objectives:
1. What the government customer needs to accomplish.
2. What’s going on behind the scenes.
3. Which marketing tactics are most effective.
4. Data points to help you plan your investments.

In this unique session you’ll complete your own personalized “cheat sheet” that helps you plan the right actions to take at each stage of the journey. This workshop will prepare you with the talking points and framework you need to explain your plan to your CMO, public sector business leaders, and corporate office.

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

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

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.

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

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

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.

Get out your business cards and make the most of this last chance to network with your peers!