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 the latest episode of Branding the Beltway, host Stacey Piper speaks with Brian Wagner, Vice President of Marketing & Communications at Tria Federal. They explore how the PESO model—Paid, Earned, Shared, Owned—can transform GovCon marketing into a strategic growth engine, offering actionable insights on aligning communications, amplifying employee voices, and connecting marketing to real business outcomes. Brian frames Gini Dietrich’s PESO model not as a rigid methodology but as a practical framework to organize communications, coordinate teams, and measure results across the long federal sales cycle. Stacey and Brian discuss how building marketing strategies and content using the PESO framework can help GovCons tailor messaging to audiences and integrate with account-based marketing and capture strategies, while leveraging employee visibility and storytelling to build credibility and brand value. They also share practical steps for implementation, staring with Owned and Shared media, expanding to Paid and Earned, and embedding PESO into daily operations to drive measurable impact.
Key Takeaways:
- Acts as a force multiplier for capture and brand growth while applying to organizations of any size or maturity.
- Aligns marketing and business development around measurable goals rather than operating in silos.
- Guides creation of relevant messaging based on customer insights.
- Amplifies technical expertise to enhance reputation and build credibility.
- Creates a compelling brand narrative to strengthen the company story and attract top talent.
- Helps to track early success metrics like audience growth, engagement, and pre-RFP brand recall to demonstrate influence before revenue is realized.
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To connect with Brian, follow him on LinkedIn here.
Learn more about Tria Federal by visiting their webpage here.
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