GAIN 2024: Marketing Powered Innovation: How to Architecht Growth in B2G Marketing

Move beyond campaigns to architect growth and business impact.

Presenter: Traci Robinson-Williams, CEO | Founder, Claroti

Marketing is no longer just a support function. In this session, Traci Robinson-Williams outlines how B2G marketers can evolve into growth architects who drive strategy, uncover new opportunities, and influence revenue at a higher level.

You will learn a structured approach to identifying market gaps, leveraging existing assets, and building go-to-market strategies that align with business goals. The session also explores how to balance data and creativity, engage customers in the innovation process, and measure impact in ways that resonate with executive leadership.

This course was delivered at GAIN 2024. GAIN is the premier B2G Marketing Conference, presented by GovExec.

How to shift from traditional marketing roles to a growth architect mindset
A structured framework for identifying market opportunities and unmet customer needs
How to assess internal strengths and uncover underutilized assets
Ways to analyze market conditions using proven strategic models
How to evaluate and prioritize new opportunities based on risk, fit, and return
How to build effective go-to-market strategies aligned with business goals
Why balancing data and creativity is critical for innovation and growth
How to engage customers in the innovation process and gather meaningful feedback
How to measure success using metrics that resonate with executive leadership