Branding the Beltway
Branding the Beltway
Podcast Description
Strategies and insights for brand awareness strategies and beyond from experienced government marketing leaders navigating the unique world of government contracting. Each episode delivers concise insights into how to connect strategy with execution for maximum impact. We get straight to the point, providing actionable takeaways for anyone looking to drive results in the public sector.
Whether you’re a GovCon CXO, growth leader, or government marketing practitioner looking to strengthen your federal position, ’Branding the Beltway’ is your essential resource. We dive deep into the strategies and tactics that drive results, helping you position to win more work with federal government agencies and achieve your growth goals.
Podcast Insights
Content Themes
The podcast covers topics such as strategic growth in government contracting, authentic marketing approaches, and the importance of sales and marketing alignment. For example, episodes discuss enhancing marketing's role in CXO decision-making, adapting agile marketing strategies, and using authentic content to improve engagement with federal agencies.
Strategies and insights for brand awareness strategies and beyond from experienced government marketing leaders navigating the unique world of government contracting. Each episode delivers concise insights into how to connect strategy with execution for maximum impact. We get straight to the point, providing actionable takeaways for anyone looking to drive results in the public sector.
Whether you’re a GovCon CXO, growth leader, or government marketing practitioner looking to strengthen your federal position, ’Branding the Beltway’ is your essential resource. We dive deep into the strategies and tactics that drive results, helping you position to win more work with federal government agencies and achieve your growth goals.
In this episode of Branding the Beltway, host Stacey Piper sits down with Allan Rubin, Vice President of Segment Marketing at Granicus, to unpack Account-Based Marketing (ABM) in the government contracting space. From the macro strategy that aligns marketing, sales, and business development, to the micro-level execution that targets high-value accounts, their discussion explores how ABM can help government contractors focus resources, segment messaging, boost engagement, and win “must-have” contracts—even in an era of shrinking budgets and shifting priorities.
Discover how to structure ABM into one-to-one, one-to-few, and one-to-many tiers with practical advice on identifying and prioritizing accounts that can make or break a contractor’s year. Learn the process of building buyer personas and tailoring campaigns to specific agency pain points, and why starting small, piloting, and then scaling is a pragmatic way to implement ABM without huge budgets or discarding existing marketing efforts.
To connect with Allan, follow him on LinkedIn here.
Learn more about Granicus by visiting their webpage here.
Get in touch with host Stacey here, or visit Piper Strategies here.
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