Elevating SMEs and Proving Strategic Value

Learn how to turn internal subject matter experts into recognized industry voices while demonstrating marketing’s value to business growth.

Presenter: Mark Amtower, Amtower & Company

Subject matter experts (SMEs) can be among a company’s most valuable marketing assets. But building their visibility takes more than occasional LinkedIn posts or generic thought leadership. It requires a focused strategy that connects their expertise to the challenges government buyers are trying to solve.

In this GAIN 2026 session, Mark Amtower of Amtower & Company shares practical approaches for elevating SMEs, strengthening brand authority, and demonstrating marketing’s contribution to business growth. He explores LinkedIn optimization, niche content development, collaboration with business development and capture teams, and consistent multichannel publishing. Attendees will also learn how industry participation and third-party validation can build credibility, strengthen buyer relationships, and help position marketing as a strategic business asset.

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

How to optimize SME LinkedIn profiles to strengthen individual credibility and company visibility.
How to develop focused thought leadership around technical expertise, proven capabilities, and government buyer
pain points.
How to establish a consistent content production process that makes effective use of SME time.
How to repurpose expert insights across LinkedIn, articles, podcasts, videos, and other channels.
How to build industry authority through speaking engagements, panels, and third-party validation.
How to connect SME marketing initiatives to business development priorities and demonstrate marketing's strategic value.