Using Data to Rewrite Your B2G Marketing Playbook

Use data, AI, and buyer intent signals to target smarter accounts and drive more effective B2G marketing.

Presenters: Allan Rubin, VP, Segment Marketing, Granicus, and Drew Leach, VP, Sales Operations & Enablement, Granicus 

Today’s B2G marketers have access to more data than ever before—but turning that information into smarter targeting and stronger pipeline remains a major challenge. From buyer intent signals and account scoring to AI-powered attribution and buying journey analysis, organizations are rethinking how data shapes modern go-to-market strategy.

In this session, Allan Rubin and Drew Leach share how Granicus rebuilt its B2G marketing playbook by using AI-driven scoring models, account-based marketing, and buyer-journey intelligence. Learn how their teams identified high-propensity accounts, personalized engagement at scale, and better aligned sales and marketing around accounts most likely to convert.

You’ll also explore how intent signals, account grading, and buying-stage analysis can improve targeting, increase efficiency, and strengthen pipeline performance across public-sector markets. This course was delivered at GAIN 2025. GAIN is the premier B2G Marketing Conference, presented by GovExec.