Work Smarter, Win Bigger: ABM for Federal Field Marketers

Learn how to build targeted account-based marketing strategies that align sales and marketing, strengthen federal customer relationships, and drive measurable business growth.

Presenters: Sherri Sirotzky, Field Marketing Manager, Federal, IBM; Karen Scott.
Director of Marketing, Federal, Denodo

Federal field marketers face growing pressure to deliver measurable results with fewer resources while navigating long sales cycles, complex buying teams, and relationship-driven opportunities. Account-Based Marketing (ABM) offers a more focused approach, helping organizations prioritize high-value accounts and align marketing efforts with sales objectives.

In this GAIN 2026 session, Sherri Sirotzky of IBM and Karen Scott of Denodo explain the fundamentals of ABM and how to apply them in the federal market. They explore the differences between ABM and traditional industry marketing, examine one-to-one, one-to-few, and one-to-many approaches, and outline a practical framework for building account-focused marketing plans. Through a federal market case study, attendees will learn how to approach account selection, stakeholder mapping, campaign execution, sales alignment, and measurement to support pipeline growth and stronger customer relationships.

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

What account-based marketing is and how it differs from traditional industry marketing and broad-based demand generation.
When to use one-to-one, one-to-few, and one-to-many ABM approaches in federal markets.
How to identify priority accounts and map stakeholders within complex government buying environments.
How to build an account-focused marketing plan that aligns sales and marketing around shared objectives.
How to select and coordinate ABM activities that strengthen account engagement and support pipeline growth.
How to measure ABM effectiveness and apply lessons from a real-world federal market case study.