Generic selectors
Exact matches only
Search in title
Search in content
Search in posts
Search in pages

Market Chat

Bringing Clarity to the Clutter in Government Marketing

Ongoing series in partnership with Federal News Network with hot topics, best practices, exciting guests and innovative ideas.

Welcome to Market Chat – “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas. Market Chat is an ongoing series in partnership with Federal News Radio, part of the Federal News Network.  Market Chat provides an open and collaborative interaction between government and industry to ensure that all listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local prospects.

July 2020
In this episode of Market Chat!, a top artificial intelligence (AI) official at the General Services Administration discusses how the federal AI marketplace is maturing, and a panel of three senior marketing officials discuss how their companies are tuning their AI marketing messages to address evolving government needs and challenges. Industry vendors will learn:

  • What the federal AI marketplace looks like today and where it is heading
  • What are some common AI challenges and needs among federal agencies
  • How some systems integrators/consulting firms are shaping their AI messaging
  • How to stand out in a crowded federal AI marketplace

Whether you are new to the government market or have been marketing to the public sector for a long time, this episode will arm you with helpful insights that will help improve your AI marketing success.

Hosts
Lou Anne Brossman, CEO and Co-founder, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers

Steve Babitch, Director of the Artificial Intelligence Portfolio,
Technology Transformation Service (TTS), GSA’s Federal Acquisition Service

Andrew Bowman, Business Communications Lead, SAIC
John Conley, Thought Leadership & Content Marketing Lead, Accenture Federal Services
Lorna Joseph, Marketing Director, Booz Allen

June 2020
In this episode of Market Chat!, we heard from 3 senior government marketing thought leaders. They shared insights and tips for how government marketers can strengthen their skillset in innovative government marketing campaigns, pivoting from face-to-face events to virtual events and how to use LinkedIn for your government marketing reach.

If you are just entering the government market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your marketing success by hearing from these 3 government marketing thought leaders.

Hosts
Lou Anne Brossman, CEO and Co-founder, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers

Erica Pyatt, Manager, Advocacy and Government, LinkedIn
Brian Chidester, Principal Industry Strategist – Public Sector, OpenText and Host of “The Government Huddle” on Government Marketing University
Karen Scott, Director Public Sector Marketing, DataRobot

March 2020
In this episode of Market Chat!, we heard from 3 senior procurement officials from the Department of Homeland Security. They shared insights and tips for how industry vendors can better market and sell to DHS. We discussed:

  • DHS contracting trends and initiatives
  • DHS approaches to emerging technologies
  • Best practices for marketing to DHS

If you are just entering the government market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your marketing success by hearing from our procurement experts from the Department of Homeland Security.

Hosts
Lou Anne Brossman, CEO and Co-founder, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers

Paul Courtney, Deputy Chief Procurement Officer, U.S. Department of Homeland Security
Darlene Bullock, Executive Director, Office of Small and Disadvantaged Business Utilization, U.S. Department of Homeland Security
Jaclyn Rubino, Executive Director, Office of the Chief Procurement Officer, Strategic Programs Division, U.S. Department of Homeland Security

January 2020
How’s your digital and social media strategy working for you? Are you getting the results you’re looking for?

Start communicating confidently with your online government community by learning hot tips and new insights to increase the reach and visibility of your company (and build your pipeline faster!). Hear about the latest innovative digital and social media tools, applications and trends to help you get your digital and social media grove on including:

  • Social Media usage within government continues to trend upwards. Learn the latest statistics mapped to what social media platforms your prospects are using and in what ways are they using social media in their jobs.
  • The new “cool” thing … Geotargeting (Geofencing). Zero in on your government prospects faster and catch them in their environment by learning the latest in digital marketing. Supercharge your marketing campaigns and improve your pipeline.
  • Hear firsthand from a government CMO on how they are using social media tools and what is the most important tips they offer to industry when trying to reach your government audience.
  • Learn the latest stats of social media usage within government.

If you are just entering the government market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your marketing success by hearing from our experts on how to get your social media groove on!

Hosts
Lou Anne Brossman, CEO and Co-founder, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Edward Griffin, Chief of Marketing, Defense Logistics Agency
Ashtan Moore, Partner and Co-Founder, Model B
John Simpson, 2060 Digital / WTOP / Federal News Network

October 2019
We are talking about “The Customer Journey”. If you strive for a customer-centric culture, you must understand your customer’s journey—every step of the way. There’s a physical, mental, and emotional context that shapes the customer’s experience whether you plan for it or not.

Customer Journey mapping in collaboration with research-based personas bring your customers and their journeys to life and it is a powerful way to find opportunities in your marketing quest for new and expanded customers. Learn the critical points in your customer’s journey and how you can make sure their customer experience is a positive one.

During this episode of Market Chat we will:

  • Take a deep dive into leveraging Customer Journey Maps to create innovative, differentiated marketing experiences that will distinguish your offerings/solutions in a crowded marketplace.
  • Provide you with resources to plan their entire Customer Journey program and create maps that reflect each of the customer’s touchpoints.
  • This hands-on training will provide you with the knowledge and experience you’ll need to launch successful Customer Journey mapping initiatives within your own organization.

Apply what you’ll learn from this episode of Market Chat to ensure you are bringing Customer Experience into your marketing plans. Whether it’s a trade show, digital, email, direct mail, 1:1 meeting, phone call, chat, etc. no marketing experience happens in a vacuum and we’ll teach you how to ensure you are getting ahead by stepping back for a comprehensive view of the customer journey.

If you are just entering the government market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your marketing success by hearing from our experts on the Customer Journey.

Hosts
Lou Anne Brossman, CEO and Co-founder, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Tracey Moon, Chief Marketing Officer, Verodin and GMarkU Professor
Martha Dorris, Founder, DCI Consulting and GMarkU Professor

May 2019
Welcome to Market Chat – “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas. Market Chat is an ongoing series in partnership with Federal News Radio, part of the Federal News Network.  Market Chat provides an open and collaborative interaction between government and industry to ensure that all listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local prospects.

We are talking about Public Sector Distributors to ensure our listeners have a good understanding of the channel ecosystem and how best to take advantage of the many offerings they have that you may not be aware of.

Apply what you’ll learn from this episode of Market Chat to start taking advantage of the many benefits that government distributors offer.  Distributors are a vital part of our government marketing ecosystem.  They bring innovative government-ready solutions that solve the unique needs of government in addition to having superior public sector expertise.  You’ll learn how to best collaborate with your distribution partners as well as:

  • Receive clear insight into how distribution channels work, and how to distinguish between 1 tier distributors versus 2 tier distributors.
  • Learn from the pros on how to surpass your co-marketing metrics and sales goals by engaging with distributors.
  • Gain insight on distributors value-added customized marketing campaigns that can help feed your sales pipeline and deliver a stronger ROI.
  • Hear about the many service offerings distributors offer from technology subject matter experts, strategic alliances, training resources and more.
  • Hear about sales enablement tools and training all to help your sales team uncover new opportunities.
  • If you are just entering the federal market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your company’s partnerships with key distribution partners.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University

Guest Speakers
Tim Hannon, Vice President, Public Sector Solutions, Tech Data
Maria Moore, Vice President of Marketing, DLT Solutions
Rita Walston, former Senior Director, Marketing Programs, immixGroup, an Arrow Company and Director, Public Sector Marketing, Snowflake

February 2019
If you are just entering the federal IT services market or have been marketing your service offerings for a while you will walk away with new knowledge on ways to increase your company’s thought leadership. Today’s government IT landscape is constantly evolving. Staying ahead of market requirements means that government marketers must constantly be reinventing their company’s messaging. It demands agility in messaging, innovative campaigns, and the ability to do more with less. Topics include:

  • Marketing best practices for marketing and selling IT Services
  • Definition and marketing insights around Software as a Service
  • What comes next in Government IT Services
  • Relevant government websites for marketers to use in research of targeted agencies and POC’s

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Liz Anthony, Senior Vice President of Marketing, ViON
Aaron Heffron, President, Market Connections
Milo Speranzo, Director North American Marketing (Federal), Dell EMC

October 2018
If you are just entering the cybersecurity market or have been marketing your cybersecurity solutions for a while you will walk away with new knowledge on ways to increase your company’s thought leadership around cybersecurity.  Hear cybersecurity insight from both government and industry experts and apply what you’ll learn from this episode of Market Chat to make better marketing and sales decisions and increase your company’s visibility within the federal cybersecurity space. Topics include:

  • What are the latest updates coming out of government on cybersecurity strategies?
  • What does a federal CISO look for when looking to procure new cybersecurity solutions? Events? Case Studies? Email? Social Media?
  • What are marketing best practices when ensuring your company’s cybersecurity solutions are top of mind with your federal audience?
  • If you are just entering the cybersecurity market what is the best way to increase your awareness?
  • Government marketing industry expert on a real-live cybersecurity marketing case study that provided great results!

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Wanda Teresa Jones-Heath, CISO, Air Force
Joseph A. Bendler, Sr., Major General, US Army (Retired) and Principal, Deep Water Point, LLC
Lisa M. Sherwin Wulf, Director of Marketing, Federal and National Government, SolarWinds 

July 2018
Gain broader insight into the Federal Health IT market as we bridge the gap between IT and Healthcare.  Apply what you’ll learn from this episode of Market Chat to make better marketing and sales decisions and increase your company’s visibility within the federal Health IT market. If you are just entering the health IT market or have been marketing to agencies focused on Health IT for a while you will walk away with new knowledge on ways to increase your company’s awareness within federal Health IT. Topics include:

  • What is Health IT and why should government sales and marketers market to them?
  • What Health IT topics are of most interest to buyers and how to ensure your Health IT messaging will resonate.
  • What are marketing best practices when ensuring your company’s Health IT solutions are top of mind with your audience?
  • If you are just entering the health IT market what is the best way to increase your awareness?
  • Where do Health IT buyers go for IT information? Events? Case Studies? Email? Social Media?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Amy Caro, Health IT Expert and Partner, Deep Water Point, LLC
Julie Murphy, Partner and SVP, Public Relations, Sage Communications

 

April 2018
While most federal marketing efforts are focused primarily on the 24 Cabinet-level, CFO-Act agencies, did you know that there are roughly 100 small agencies?  Learn what you need to know about the “non-CFO Act” small agencies aka the “smalls.”  A typical Cabinet-level department (Interior, Justice, State) may have tens of thousands of employees, small agencies have under 6,000 employees and micro agencies typically have under 50 people.  Altogether though, the “smalls” employ about 50,000 Federal workers and manage many billions of dollars.

You will learn about the Small Agency Council a voluntary management association of sub-Cabinet, independent Federal agencies, established in 1986.  Does your marketing program resonate with decision-makers in small agencies?  Apply what you’ll learn from Market Chat to make better decisions and increase your company’s visibility among small agency decision-makers. Topics include:

      • What are small agencies and why should government sales and marketers market to them?
      • What makes them different from larger federal agencies?
      • What are the advantages and disadvantages of marketing to small agencies?
      • What are marketing best practices when working with small agencies?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Kimberly Hancher, Former CIO, EEOC, Government Marketing University Ambassador
Marc Zoellner, Managing Partner, IAD Consulting, LLC

January 2018
The “RIGHT” Capture Team is a singularly focused, multi-faceted, cross-organizational team B2G companies put in place around a specific initiative that is of the highest importance, strategically and for profits.

As in every great Orchestra – all musicians must play their role in concert with their orchestra peers.  Their individual strengths will be highlighted at the exact moment they are needed. The same holds true as your company pursues new business from opportunity identification and qualification through contract award.  You’ll gain insight into how you can be a part of this orchestra and ensure you’re doing your part in ensuring your company’s success!  Special emphasis will be placed on how Government Marketers can play a vital in their company’s Orchestra. Topics included:

  • Develop your Orchestra (Capture Team) and process needed for success.
  • Identify roles and responsibilities to ensure a WIN!
  • Raise your competitiveness through insider tips, tools, and techniques

Understanding these steps is a must for government contractors. You will learn how successful government contractors consistently win the programs they pursue.  Apply what you’ll learn from this Market Chat to make better decisions and increase your company’s government win probability.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Helene Johnson, Founder, Bid2Win Consulting
Stacey Piper, President, Stacey Piper Consulting

October 2017
Every year, October predictably brings autumn leaves, playoff baseball, and, yes, a new CR. Continuing Resolutions — the stopgap funding bills that keep government running until Congress passes an annual appropriations — play havoc on government budgets and planning. So what does a government marketer need to know?

Learn from three former federal executives about how CRs impact the government procurement cycle — and your government marketing campaigns. Hear important insights into how marketers can better plan and execute their messaging campaigns when budgets are tight and future funding is uncertain.  Topics include:

  • When did CR become the “new norm” and how does it impact the federal IT community?
  • What can government contractors expect to see under the new CR that will take effect on Oct. 1?
  • How can government marketers improve the success of their marketing campaigns during a CR?
  • How can government contractors leverage Federal End-of-Year (EOY) Sweeps when moving towards a CR.
  • In addition, this Market Chat edition will discuss how to ensure your marketing campaigns are hitting the mark for Citizen’s Services.  During a one-on-one interview with Martha Dorris, Founder at Dorris Consulting International and Former Deputy Associate Administrator, Office of Citizen Services and Innovative Technologies, GSA we will hear the new buzz words and how government is actively using new technologies for their mission of Citizen Experience.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Karen Britton, Former CIO, Executive Office of the President and Vice President, Digital Services Division, LSI
Martha Dorris, Former Deputy Associate Administrator, Office of Citizen Services and Innovative Technologies, GSA and Founder, Dorris Consulting International

August 2017
Learn from 3 federal executives to pick their brains on what really happens inside of a federal agency during the end-of-year buying season. Learn:

  • What time of year should marketers launch program to best position their companies to take advantage of end-of-year procurements?
  • Are end-of-year marketing campaigns worthwhile? If yes, what types of marketing campaigns work? Webinars, Briefings, White Papers, Telemarketing?
  • How do marketers best position their companies to take advantage of end-of-year buying?
  • How can vendors get visibility on agencies’ end-of-year procurement priorities?
  • When do marketers need to do the bulk of their marketing activities to ensure their companies take advantage of end-of-year buying (i.e., listen to find out if you need to market in the first ½ of the year or is it worth your time and energy to tee up an end-of-year campaign? Or are both needed?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Soraya Correa, Chief Procurement Officer, DHS
Sean Kelley, Former CISO, EPA and Deputy CIO, VA and Government Marketing University Ambassador
Henry J. Sienkiewicz, Former CIO and Designated Authorizing Authority, DISA and Government Marketing University Ambassador

May 2017
Learn from 3 public sector marketers who have unlocked the secrets of successfully marketing to state and local governments.  You will learn:

  • State and local government buying practices and trends: How do state and local markets operate differently than the federal market and how should marketers address those distinctions?
  • Engagement best practices: What works and doesn’t work when it comes to engaging state and local procurement and IT officials?
  • Events: What are the best events to attend for reaching state and local decision-makers?
  • Research: What are effective ways to research and pursue state and local procurement opportunities?
  • Messaging: What should marketers be mindful of when communicating their companies’ value propositions to state and local audiences?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Karen Borosky, Senior Field Marketing Manager, State and Local Government and Education, NetApp
James Baker, Public Sector Marketing Strategist and Government Marketing University Professor
Stephanie Broyles, Senior Director, Global Government Marketing, FireEye

February 2017
Learn from 3 federal public affairs officers and one general counsel’s office representative on how they decide requests they receive from government marketers for official statements, testimonials, government speakers, case studies, use of agency logos, and more.  Topics include:

  • Federal agency “rules of the road”: What kind of marketing is allowed — and not allowed — when it comes to discussing federal customers?
  • Engagement best practices: What are best practices when it comes to engaging federal public affairs offices for marketing needs?
  • Case studies: How can marketers find more success in developing federal case studies?
  • Federal quotes, logos, photos: When is it OK to use quotes from a federal official in your marketing messaging? What rules govern the use of an agency logo or publicly available government photos?
  • Note to listeners: The following links are discussed in this episode:
  • Defense Videos Imagery Distribution System (DVIDS)
  • Rules governing use of DVIDS imagery
  • The Defense Imagery Management Operations Center (DIMOC)

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Cindy Your, Chief of Strategic Communications, DISA
Erin Buechel Wieczorek, Chief of Congressional Affairs and Strategic Communications Division, (PEO EIS), U.S. Army
Nadine Villanueva Santiago, Trademark and Licensing Program Manager, Office of General Counsel, U.S. Navy
Christopher T. O’Neil, Chief, Media Relations Division, Office of Safety Recommendations and Communications, NTSB and President, Association of Government Communicators.

October 2016
In this episode of Market Chat!, we will hear how federal acquisition officials are trying to improve their engagements and relationships with the vendor community as well as how marketing figures into the federal procurement process. Our guests will be three senior-level procurement executives who oversee large federal procurement programs.

Today’s program will cover:

  • Government-vendor engagement: What has improved since OMB issued the famous “Myth-Busting” memos of 2011 and 2012 that sought to dispel myths that often undermine effective communications between agencies and vendors? Where is more work needed?
  • Engagement best practices: What are agencies like the Department of Homeland Security, the General Services Administration, and NASA doing to promote a healthier, more robust dialogue with the vendor community?
  • The role of marketing: How do procurement teams consume marketing in support of their procurement activities? How is market research done?
  • Marketing do’s and don’t’s: How can vendor marketers improve their marketing campaigns to better support the needs of federal procurement staffs and executives?

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Soraya Correa, Chief Procurement Officer, Department of Homeland Security
Kay Ely, Deputy Assistant Commissioner and Acting Director of the Office of IT Schedule Programs, General Services Administration
Darlene Coen, NASA SEWP Deputy Program Manager

August 2016
4 government marketing pros with over 15 years each in government marketing offer tips and insights on how to strengthen your government marketing efforts.  Topics Include:

  • Events: Small, large, geo – what is best? What are the best practices for measuring ROI and success?
  • Marketing Mix: How do you ensure you are getting the right marketing mix? What is the right percentage split for lead generation, brand awareness, events, and sales enablement?
  • Market research: Research has been around for a long time but in this day of social media and all the many new ways of capturing insight – how do you tackle this in your marketing?
  • Marketing budget: Lessons learned and best practices for obtaining marketing funds from corporate, partners, alliances and other tips on finding dollars.
  • Content is King: How do you maximize your dollar investment on content and what type of content works best? White Papers, Use Cases, InfoGraphics, Web, Social Media.
  • Marketing Plan: We provide some good old fashion government marketing training – hear what your first steps should be in your plan development.
  • Mentoring: If you are just starting your career or are new to their government marketing role are very interested in having mentors to help you develop and hone your government marketing skills that we invite you to get in touch with GMarkU at Mentor@governmentmarketinguniversity.com. Our panel of experts (and GMarkU Mentors) will share advice that all government marketers should know.

Hosts
Lou Anne Brossman, Founder and CEO, Government Marketing University
Steve Watkins, Chief Content Officer, Government Marketing University

Guest Speakers
Kim Hower, Director, Public Sector Marketing, Nutanix
Ginger Kessler, former Director, Federal Marketing, Brocade Communications
Kate Tong, former Director, Public Sector Marketing, Cloudera and Director, US Public Sector Marketing, Elastic
Rita Walston, former Senior Director, Public Sector Channel Marketing, immixGroup, an Arrow Company and Director, Public Sector Marketing, Snowflake

April 2016
Do you ever wonder how your marketing efforts are connecting with your government customers? Learn from 5 former federal senior IT and acquisition executives what marketing tactics work and don’t work. Listeners will learn how to strengthen their government marketing efforts by:

  • Hearing straight from former and current government executives on where they go to gain IT knowledge when procuring vendor products, solutions or services.
  • Hearing the wisdom of government executive panelists to ensure your marketing campaigns are on point with government vendor marketing expectations.
  • Hearing tips on how to get (or not get) the attention of federal IT executives through your marketing, including email, events, content, PR, social media, appointment setting and more.

Host
Kimberly Hancher, Former CIO, Equal Employment Opportunity Commission

Guest Speakers
Casey Coleman, Former CIO, General Services Administration
Simon Szykman, Former CIO, Department of Commerce
John Johnson, Former Assistant Commissioner for Integrated Technology Services, General Services Administration
Keith Trippie, Former Executive Director, Enterprise System Development Office, Department of Homeland Security

Sponsored