GAIN 2024: Marketing: Building a Powerhouse for Federal Business Development Success

Turn marketing into a revenue driver for federal BD success.

Presenter: Elan Keene, MBA, CSM, AWS CCP, AIP, Public Sector Marketing Advisor

Marketing and business development cannot operate in silos if you want to compete and win in the federal space. In this session, Elan Keene outlines how to align marketing, sales, and business development into a unified strategy that drives growth, strengthens positioning, and supports long-cycle government engagement.

You will learn how marketing fuels the full business development lifecycle, from building awareness and capturing insights to strengthening proposals and improving win rates. The session also explores how behavioral economics, integrated campaigns, and performance metrics can be used to influence decision-making, increase efficiency, and create a more predictable path to revenue.

This course was delivered at GAIN 2024. GAIN is the premier B2G Marketing Conference, presented by GovExec. It happens in the DC Metro area each Fall.

How to align marketing, sales, and business development around shared goals and metrics
The role marketing plays in supporting proposals, RFIs, and overall win strategy
How to build integrated campaigns that maintain engagement across long federal sales cycles
Key behavioral economics principles that influence government decision-making
How to use content, branding, and past performance to strengthen credibility and positioning
Ways to improve efficiency using marketing technology and AI-driven tools
What metrics matter most and how to measure success across the pipeline