From Event Attendees to Champions: Rethinking Public Sector Events

Turn public sector events into powerful opportunities to build customer loyalty, strengthen relationships, and drive long-term growth.

Presenter: Kara Mauceri, Marketing Lead, Public Sector, F5 Inc.

Traditional conferences and networking events aren’t always enough to attract and engage government audiences. As agencies prioritize workforce development and technical training, marketers have an opportunity to create events that deliver meaningful educational value while strengthening customer relationships.

In this session, Kara Mauceri shares how F5 transformed its flagship public sector conference by incorporating certifications, hands-on labs, and interactive technical experiences. Learn how to align events with government training priorities, increase participation, build internal customer champions, and measure success beyond attendance to demonstrate lasting business impact.

This course was delivered at GAIN 2026. GAIN is the premier B2G Marketing Conference, presented by GovExec.

How government agencies evaluate conference attendance and prioritize professional development
How to incorporate certifications, hands-on labs, and technical education into public sector events
How to design event experiences that increase participation and strengthen customer engagement
How technical enablement helps develop customer champions and accelerate product adoption
How to measure event success beyond registrations using engagement, retention, and business impact
How to build a repeatable event strategy that supports year-round customer relationships