Join us for our IDEATION calls where we discuss innovative ideas and strategies for government marketers.
Held Tuesdays and Fridays at 9:00 a.m. ET.


Innovative Ideas and Strategies for B2G

IDEATION: Government Marketing Think Tank

Join our Government Marketing Community of Interest Group as we come together every Tuesday and Friday at 9:00 a.m. ET to talk about all things government marketing. We will keep this page updated with topics, guest speakers and resources.

Ways To Join

All attendees are required to REGISTER to attend upcoming IDEATION calls. Please click on the link below and register.  You will receive an email containing a link to join our IDEATION calls. Once you’ve registered and receive your link via email you will not have to do so again as you will use the same link for all future calls. We recommend you register ahead of time (versus at start of 9:00 a.m. call).


During our calls we hear from both government marketers and our vendor community. We are coming together in collaboration to share best practices and discuss topics of concern to our community to identify new ways of marketing to the U.S. Public Sector.

Upcoming topics include:

  • March 21 – Product Marketing – Allan Rubin
  • March 28 – GA4 Analytics will be replacing Google Universal Analytics – What you need to knowArtForm
  • April 4 – ChatGPT
  • April 11 – Privacy updates and the impact on marketing and advertisingCookieless Advertising Royce Harada, ArtForm
  • April 18 – Interactive Product Demos – State of, Role in pipeline development for public sector – Lisa Sherwin Wulf, LSW Marketing
  • April 25 – The GAIN Conference – what to expect this fall – Lou Anne Brossman

Your Moderators

Mark Amtower

Mark Amtower, Amtower & Company

Chris Parente, StoryTech Consulting

Prior IDEATION Call Resources

**We will add presentations and audio from IDEATION calls daily so check back often!

Intellectual Property Legal Concerns You May Not Know You Have (Dirk McClanahan, McClanahan Powers, PLLC)
Protect and enforce your IP rights.  Understand what types of IP there are that may apply to your business, and, explore options you have as a business to protect and prevent problems that may arise with your IP.

5 Options for Solving GovCon Growth Impediments (Simon Turner, Ocean 5)

You’ve been struggling to keep up with the new demands on marketing and BD and have made plans to hire a company to help. Your needs are specific, but you don’t know what type of company to hire. Learn why you would hire a Growth Company vs. a Branding Company vs. a Marketing Specialist Company. Or should you just keep in in-house?

5 Biggest GovCon Website Mistakes—And How to Fix Them (Kris Brinker, Oceans 5 Strategies)

According to Contracting Officers, the #1 agency resource for market research, decision making and vendor comparison is your website! Learn the 5 biggest GovCon website mistakes and how to fix them from website and SEO expert Kris Brinker, Ocean 5 Strategies. Associated resources include:

Big Needs, Individual Concerns: Using Personas to Build Your FY21 Federal BD and Marketing Strategy (Aaron Heffron, Market Connections)

When developing your federal marketing and sales strategies, do you take into consideration all the key players that influence a purchasing decision? With millions of contract dollars on the line, it’s important to understand that when it comes to service/product purchasing decisions: one person ultimately says “yes,” but many can say “no.” Winning government contractors understand the business challenges of their federal clients on a macro level, but market to the personal challenges of their clients on the micro level. Addressing end-user concerns, procurement officer needs and executive angst can be done with the correct turn of phrase, informational sheet and needs assessment, but only if done thoughtfully. Using data gathered from our recent FIT (Federal IT) Personas Study, Market Connections’ President, Aaron Heffron will provide top tips on how you can use personas in refining your FY21 strategy.

Self Branding – Increasing Personal Visibility (Larry Letow)

Attend this IDEATION to learn insights into growing your personal brand which leads to growing your professional brand. Included will be using Social Media, Online tools, Networking, Organizations and real life examples.

Upping your PowerPoint Game (Mike Parkinson, Billion Dollar Graphics)

Mike Parking is a proposal and graphics expert, known worldwide for his powerful presentations. He is one of the few people that Microsoft has designated an MVP for PowerPoint. PowerPoint in an integral part of the B2B/B2G ecosystem, but as many know, there are more bad PowerPoint presentations than good ones, and few that are great. This session will highlight a few techniques that can move your presentations up the PPT ladder.

Platforms for Social Media Listening and Engagement (Kayla Waring, ArtForm Agency)

Social media management takes time. Writing posts, researching your audience, designing creatives, responding to comments — it all adds up. In this session, we’ll look at digital tools that automate elements of social media management — such as Hootsuite, Sprout Social, and Gain — and how to choose the tool that is right for your organization.

Benefits and Strategies for Implementing Robotic Process Automation (RPA) (Jason Myers, CTO, Myriddian LLC)

We will discuss RPA as an emerging technology that is quickly gaining traction. From there we’ll explore how RPA will drive beneficial changes in the workplace and review strategies to help your organization explore its potential.

Marketing Content KPIs – How to Demonstrate Effectiveness (Chris Parente, StoryTech Consulting)

What kind of KPIs are you using to show that your marketing content is working? The KPIs used for growing your online audience aren’t the same as conversion KPIs or sales ready leads KPIs. We’ll discuss how and why they are different. We’ll also discuss gated vs. un-gated content, and how you can prove to your CMO that un-gated content is working.

Upping your PowerPoint Game (Mike Parkinson, Billion Dollar Graphics)

Mike Parking is a proposal and graphics expert, known worldwide for his powerful presentations. He is one of the few people that Microsoft has designated an MVP for PowerPoint. PowerPoint in an integral part of the B2B/B2G ecosystem, but as many know, there are more bad PowerPoint presentations than good ones, and few that are great. This session will highlight a few techniques that can move your presentations up the PPT ladder.

A few of my favorite social selling tactics (Mark Amtower, Amtower & Associates)

Regardless of which social platform you find yourself on, you are likely engaging in social selling. Every touch you make online represents you and reflects on your company. Mark will select a few of his favorite LinkedIn social selling techniques along with hearing attendee favorites.

B2G Research – Some Do’s and Don’ts (Ray Bjorklund, former Chief Knowledge Officer at FedSources and President, Birch Grove Consulting)

We will discuss challenges in asking the right questions about addressing the federal market. More than ever, decisions about how to effectively apply business development resources depend on evidence-driven decision making. Ray will tell some cautionary market research tales brought on by the pandemic situation that illustrate how quantified realities can frustrate the client that has built its practice on folklore.

Managing Healthy and Safe Events (Mark Guthrie)

When in person events resume in a new now world, how do Marketers minimize the risk for your clients to experience healthy and safe events for maximum outcomes. We will discuss risk management, strategic planning and effective event implementation.

Marketing Goals for Federal Virtual Events (Led by Christina Morrison, ProofPoint along with Lisa DeLuca, Cisco and Rita Walston, Snowflake)
In person Federal events is a staple in everyone’s marketing plans. Love them or Hate them, we all needed them. They come in many sizes, breakfast roundtables, executive roundtables, technical workshops/seminars, vendor summits, media events, associations and more. We’re now in a world where this critical tactic has become virtual. Today’s call we will discuss how are you adapting and resetting your goals, sponsorship offerings (in person vs. virtual), and share ideas to make new connections and grow connections in a virtual world.

Virtual Events: How to Measure ROI and Drive Tangible Results (Goldy Kamali Founder & CEO of Scoop News Group)

In-person public sector events are a staple in everyone’s marketing plans and my team and I host the most coveted and prestigious ones in our market. They come in many sizes, breakfasts, executive roundtables, various summits and more. We are all now in a world where everything has shifted, and in-person events have gone virtual. In just the past two months, my team and I have hosted 15 virtual summits with over 20,000 registrants and have 25 more scheduled this year including two giant national tech festivals. In this call we will discuss how to untap the full potential of virtual events, the many ways to engage your target audience and create actionable opportunities and measurable ROI to meet and exceed your goals every time.

Highlights from the 2020 Hinge Research High Growth Study for Professional Services Firms (Lee Frederiksen, Managing Partner, Hinge Marketing)
This session will provide actionable information on what high growth firms do differently to build and maintain growth, year after year.

The Simple Act of being on LinkedIn is Marketing (Mark Amtower, Amtower & Associates)

In September, 2014, I wrote the first iteration of this. At that time there were 350 million members on LinkedIn. It was still the #1 place where business professionals were vetted. Since then I have written two follow-ups with the same name. Why? GovCon is a relationship driven market and first impressions- a good-to-great first impression is critical. People know or should know this, but many don’t seem to care. What is the situation in your company?

How to write an article with the “EASY BUTTON” (Mark Amtower, Amtower and Associates)

As Marketers we are all required to write and sometimes it takes us longer to get started than to just start writing. Learn the easy steps to get you moving faster on writing to ensure your marketing content and your brand (both professionally and personally) is getting recognized.

AI Priorities for the Future of Government (James Hanson, Nextgov Publisher)

A recent Air Force memorandum stated: “In the age of artificial intelligence, second place will be of ever diminishing value.” For the U.S. Government to lead the world in AI, it must build an AI-forward architecture, democratize AI to support the workforce, and deploy trustworthy AI for the common good. Where do things stand today? And what priorities will shape the future of government? Find out in a session with Nextgov Publisher, James Hanson.

Elements of the New Normal (Mark Amtower, Amtower and Associates)

The Covid 19 crisis has forced Feds and contractors alike to a new level of “digital transformation” – a forced migration to tools were were aware of but not necessarily using,: online meetings; telework; having a “secure” home network; leveraging social networks like LinkedIn, Twitter and Facebook more fully and more frequently. What has been the impact on you and what do you see as elements of the “new normal” moving forward.

The Power of Context (Mark Amtower, Amtower and Associates)

All marketing plans need to have focus on context. Learn tips and techniques for your government outreach to ensure they are fully understood and obtain the outcomes you and your sales team expect.

Proposal and Teaming Strategy (Larry Letow, Interprise Partners)

Everyone wants to have a Prime contract – your strategy cannot be “the more I write, the better chance I have to win….”. Gain insight into how you can make a difference as well as hearing insights from others on our IDEATION call.

Building and Managing GovCon Relationships (Mark Amtower, Amtower and Associates)

It’s of vital importance that you build and maintain solid relationships within our government IT community. Mark will share his practical and proven tips for how to building lasting and rewarding professional relationships in our market.

The Resilient Marketer (Adam Vasquez, Made with Merit) Adam is our GAIN 2020 Keynote Speaker!

Marketing has one of the toughest job in any company. No other role is riddled with so many misperceptions and novice opinions. With the highest turnover of any function, the average marketer is the first budget to be cut by finance and the first function to be blamed by the sales team. That’s why we can’t settle for being the average marketer; instead, we need to focus on being the resilient marketer. Based on his personal journey as a Fortune 100 CMO and hundreds of experiences, partnering with some of the world’s best marketers, Adam Vasquez will share the top behaviors and habits of the resilient marketer in good times and bad.

Making your SME’s and Experts Visible (Mark Amtower, Amtower and Associates)

Hear from the Godfather of Government Marketing and Content / SME expert on ways you can ensure your SME’s and company Experts are front and center of your government prospects.

Insight on DoD’s new Cybersecurity Maturity Model Certification (CMMC) (Bob Gourley, Former CTO DIA)

Gain strategic insight from government thought leader on the Department of Defense new Cyber Security Model Certification. CMMC is one of the hottest topics in government contracting circles right now. Hear the rationale behind CMMC, it’s content and the potentially far-reaching implications for companies that do business with the DoD.

The World of Tchotchkes (John Waring, Artform Agency)

What’s new? What’s cool? What’s NOT? Open discussion around creative thinking for new ideas for giveaways. Don’t miss this fun and interactive session.

Content is KING! (Mark Amtower, Amtower and Associates)

Most agree that content is king, but how can you ensure your content gets viewed? Tune in for 15 tips to help improve content visibility.

Authenticity + Transparency in Your Brand & Market Positioning (Ashtan Moore, Model B)

Ogilvy defines product positioning as “what the product does and who it’s for.” Positioning yourself correctly makes it clear to your specific audiences what your value proposition is to them. In this presentation, we’ll walk through the fundamentals of how to do that.

The role of Government Influencers (Mark Amtower)

What is a government influencer and how can you use them in your government marketing efforts.

How DIB associations are supporting its members during COVID-19 (Howard Wahlberg, AFCEA)

AFCEA International is taking extraordinary steps to stay in close touch with its members in global security, cyber, intel, and defense, as well as civilian agencies, to provide information, education, and resources during the pandemic. By creating new virtual events, AFCEA continues its acclaimed networking, exhibit, and sponsorship capabilities through the pandemic and beyond. Central to our efforts is a single landing page dedicated to all of our COVID-19 responses, adaptations, tools, and resources:

All Virtual in the time of Coronavirus – Giving your meetings, conferences and events a professional look and feel while getting the right message across. (Constance Chatfield-Taylor and Lynn Knieriem, Flying Colors Broadcasts)

Pivoting to all virtual was a natural move during this time of coronavirus, and integrating multiple platforms allows the viewer to experience the same customized graphics, slide and video integration and panel discussions that they would with an in-person experience. We’ll talk about how can you make your events stand apart from the rest of the ‘noise’ of the digital bombardment of today, and how to give your programs that polished ‘broadcast’ look and feel. We’ll share how we use interactivity – Q&A, polling, surveys and other forms of engagement to truly ‘drive the conversation’. And how long is too long to expect an audience to sit in a chair and watch a program? We’ll break it down and talk about rolling out content in a different way.

Aligning Marketing & Sales During COVID-19 (Allan Rubin, ORock Technologies)

Sales and marketing teams struggle with alignment even during the best of times. Today it’s even harder to get on the same page. In this conversation we’ll discuss how marketers can effectively improve communication with our sales counterparts, properly set expectations, and drive sales enablement while helping them identify and pursue new opportunities.

The Reporters Notebook on Federal Government during COVID-19 (Jeffrey Wolinsky and Jason Miller, Federal News Network)

Jeffrey Wolinsky (Director of Federal For WTOP/FNN) will interview Jason Miller (Executive Editor of Federal News Network) on what changes his news team is seeing in terms of getting high level government interviews, in person vs virtual, what topics interviewees want to talk about and what the audience wants to read, listen or watch the most. Jason is the authority when it comes to reporting on Federal IT and understanding the pulse of the community, submit questions for this conversation as he is also approachable, thoughtful and conversational in the way he provides his insights.

A Sea of Sameness — The problem with (and fixes for) – communications during the quarantine (Mike Long, writer)

The cracks in corona communication are by now obvious. What you send out is valuable to you, but is it valuable to your audience – really? Mike Long shares five tips to raise your profile with everyone. Co-author of The Molecule of More, Mike unites varied disciplines to create unique solutions to communications problems: he’s a trained physicist, a playwright, a speechwriter, and a professor who teaches writing at Georgetown University and in seminars around the world.

Business Development + Government Marketers = A Great Partnership! (Helene Johnson, Bid2Win Consulting)

There is a positive side for those in the capture and BD field during this time of the pandemic. We have more time to work on positioning and strategy. So many companies that sell to the government have similar offerings. It’s very hard to differentiate one from the other. Unless we can answer the question ‘Why Us and Not Them’, we can’t possibly grow and win. That’s where marketing comes in. We need the creativity (both in words and delivery) that are inherent in government marketers. This is a true partnership. We will talk about this partnership and how we in BD can’t do it without you.

Government Matters TV/Sinclair Broadcasting Group (Scott Fleischer)

OTT (Over The Top) An advanced television video ad delivery platform that enables federal marketers/advertisers in local DMA’s to target viewers through reputable and validated data targeting sets. Over the Top addresses “cord cutters” –those who no longer subscribe to cable but view TV through Hulu, Roku, AppleTV, etc.

How has COVID-19 Affected Your Federal Customer? Results from ongoing Market Connections’ PulsePolls™ (Aaron Heffron, Market Connections)

Since March, Market Connections has been fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them. Attend this IDEATION session to hear the results from the past month and how it may affect your short- and mid-range planning.

Branding, Marketing, and Selling to the Government: How Video Should Be Deployed as a Strategy for Success (Kurt Schneider, Brand Ready Media)

Discussing real world applications to assist government contractors in proper positioning, messaging and proposing. Topics include Capabilities Statements. Recruiting/On-boarding, Fulfillment, and Past – Performance.

LinkedIn Isn’t (Only) A Job Board (Erica Pyatt, LinkedIn)

In this fast-format presentation, you’ll learn about how to use LinkedIn to support your marketing and communications goals. We’ll explore platform insights, how targeting works and examples of how government marketers use LinkedIn’s organic and paid tools.

In Search of Certainty in Uncertain Times (John Meyer, Scoop News Group)

Last April 2019, John started at Scoop News Group. Eight days later (May 1,) he was diagnosed with Leukemia. His last year has been filled with uncertainty, anxiety, isolation….sound familiar? John rejoined society in January and then the pandemic hit. John will bring a unique perspective on how to navigate the current waters. He’ll share how he’s applying the things he learned in a professional sense and trends that he’s seeing in his organization and amongst his clients.

Virtualizing the Government-Focused Event, (Troy Schneider, FCW / Public Sector 360)

In-person gatherings are on hold for at least the next few months, but real engagement is still possible. Hear how one media company has virtualized both small-group discussions and 500-person events in recent weeks – and what they’re learning from government speakers and attendees alike.

Auditing and Editing Your Online Presence for the Current Culture (Janet Waring, ArtForm Agency)

“Read the room” applies more than ever right now but doing that digitally means you have to do it blind. So you have to think like your audience while you’re creating new content, and meanwhile make sure you’re managing and curating your online presence. In this presentation you’ll get a crash course on Google Trends then learn how to create brand-forward content with simple online tools and audit your online presence.

Evolving Federal IT News in the Time of Corona (John Curran, MeriTalk)

The pandemic has forced everyone to turn on a dime to meet new priorities, and news gathering and presentation is no exception. Issues like teleworking that were often on the sidelines three months ago are now front and center, and stress points for cloud vs. on-prem architectures are much more than theoretical arguments. Join us for a discussion of changing news priorities, themes from private sector and government sources, and the importance of connecting more deeply on personal and relationship levels in a time of crisis.

Marketing during the new wave(s) of Data Privacy (Doug Mashkuri, GovLoop)

Over the last 2 years, data privacy has been a hot button topic for many of us. With the introduction of GDPR (2018) and CCPA (2020) the rules of marketing and engagement are changing and so is the liability. In this presentation, we will review the latest data privacy updates for GDPR and CCPA, talk about what steps you can take towards compliance and the questions you should be asking about leads you receive as part of your marketing programs.

Marketing to DoD Decision Makers – Part 2 (Liz, Carmo, Refuel Agency)

Refuel has dug deeper into their DoD buying research to provide us with even more important info every government marketing needs to have for DoD Marketing. Learn the media channels to best influence and ignite action with new insights into media usage habits and ad recall for DOD Decision Makers.

From the Flight Line to the Four Star – Marketing Tactics to Reach Leadership (Joy Shanaberger, Boone Group)

Your events and in person connection is gone; you’ve begun to leverage digital; what else can you do to effectively market, engage and position to the defense sector? Once you have someone’s attention, what do you do? Learn how to weaponize your marketing team to drive real connection and results during this IDEATION call.

B2G Storytelling and the PESO Model (Chris Parente, StoryTech Consulting)

What is the PESO (Paid, Earned, Shared and Owned) model for communications, and how can you implement for B2G campaigns? Learn about the opportunities and the challenges during this IDEATION call.

ZOOM For Today’s New Normal — Best Practices for Better Meetings (Kris Brinker, Ocean 5 Strategies)

As we all adapt to doing just about everything online while we help flatten the coronavirus curve, the Zoom video meeting and webinar app is becoming a home office must-have. Learn valuable tips and tricks for smoother meetings during this IDEATION session.

Why do People Click? (Jeffrey Wolinsky, Federal News Network)

What makes people click on websites, ads, emails and gated content? It’s one of the most frequently asked questions in the digital marketing space. Attend this IDEATION call to learn what makes people “click”.

The Current Events Climate (Stephanie Gravel,

Learn how the events world has changed, and how the government is responding. Hear firsthand from the government event thought leaders on the current state of events.

Understanding Marketing Trends and Engagement Patterns During COVID-19 (Frank Salato, Government Executive Media Group)

As the government response to COVID-19 continues to take shape, how is content consumption behavior changing among government workers? Learn the latest trends to help you choose the right content formats and distribution channels for your message.

Marketing to the DoD during COVID-19 (Refuel Agency)

Learn tricks of the trade from DOD Marketing experts on how to ensure your marketing campaigns are reaching your military audience.

Marketing Strategy: Insights & Research You Need to Support a COVID-19 Pivot
(Aaron Heffron, Market Connections)

An ongoing feedback loop between your prospects, your customers and your marketing/sales team is now even more important. Tools exist to gather insights to understand where your customer currently is, be ahead of the curve and prepare for temporary changes that may stick.

Pivoting from In Person to Virtual Events (Karen Scott, DataRobot)

Hear firsthand how Karen Scott of DataRobot, successfully flipped their planned AI Experience in-person event last Thursday (Match 19th) into a Virtual Live Cast and a Webinar with 240 happy government attendees.

Staying in front of key audiences in the Coronavirus Environment
(Mark Amtower, Amtower & Associates)