Trusted advisor…we are all trusted advisors. This is the key insight that Andrew Davis, bestselling author and keynote speaker at the GAIN Conference 2025, took away from his pre-event research on the business-to-government (B2G) contracting community.   

“When we look and sound the same, we all start to feel the same,” Davis noted as he enthusiastically kicked-off the event’s agenda. Davis’s take? B2G marketers need to move away from the traditional sales funnel approach that requires 12-18 months of nurturing and focus on the “Loyalty Loop” – a series of more intentional encounters that leave an impression on a prospect – not selling solutions but selling experiences.  

We all know that the current government technology environment is more dynamic than ever, with agencies focusing on emerging capabilities such as AI, cybersecurity, drones, and quantum computing.  

Frank Konkel, editor-in-chief for GovExec put that into perspective, noting that the Department of Defense (or War) has spent $5B on AI this fiscal year, $3B of which went to companies that weren’t around before 2020. He also said that it’s anticipated that the government will spend $4B more on technology in FY25 over what was spent in FY24. A great opportunity for B2G tech marketers.  

Yes& had a major presence at GAIN this year and the team pulled together some valuable insights, including:  

Rutrell Yasin, Senior Writer and Strategist, Yes& 

B2G marketers are facing an environment of urgency and uncertainty. To combat this reality, Mattermost, a secure collaboration platform used by the DoD, intelligence agencies, and the critical infrastructure sector, threw out its old playbook and focused on mission outcomes by building relationships and trust with clients. 

“The company changed from a marketing funnel approach to relationship building, emphasizing long-term customer loyalty and fostering deep connections beyond the initial purchase,” said Leigh Dow, CMO with Mattermost.  

One way the company used to break through the noise was to draw from concepts of sports and entertainment, which are at the bleeding edge of marketing because their goal is to create an engaging and memorable experience for fans. Mattermost also recognized the need to partner with people/organizations (such as the Atlantic Council) that have, according to Dow, “bigger voices” that “can bring you along with them.”  

Kay Logan, Senior Account Manager, Yes& 

GAIN provided an excellent snapshot of the current and evolving B2G landscape, including: 

• Using data and AI – B2G marketers need to understand the importance of using data and AI to shift from a broad, ‘spray-and-pray’ marketing approach to a highly focused, account-based strategy. By leveraging AI to analyze engagement signals and third-party data, companies can accurately identify the accounts most likely to buy and tailor messaging to specific stages in the buying journey. This targeted approach not only improves win rates and forecasting but also ensures resources are being used effectively on the right people at the right time. 

• Adopting AI-driven insights – Success in B2G growth isn’t just about good marketing; it’s about a holistic strategy built on three pillars: AI-driven insights, cross-functional collaboration, and data-driven optimization. To truly stand out, B2G marketers must use AI to turn raw data into actionable intelligence. This approach allows us to truly understand and serve our government customers, creating a compelling and unified message that sells. 

• Building customer trust – Navigating the unpredictable landscape of government contracting requires a shift from a transactional to a relationship-based model. In an environment defined by continuing resolutions and uncertainty, building trust is paramount. It’s no longer about hitting a certain number of touchpoints; it’s about being incredibly responsive, transparent, and demonstrating a deep understanding of our customers’ challenges.  

Jillian Goodrich, Senior Account Executive, Yes& 

It can take more than 250 touch points to close a deal so it’s important to build ongoing relationships with your customers and prospects – modern marketers must influence the customer before a bid even drops.  

Andrew Davis cited a B2B buyer stat – that he equated to the government buyer – indicating that 82% of consumers know what brand they are going to buy from before that brand even knows they are a prospect.  

That percentage might not be as high in the B2G space, but even a fraction of that validates the need for the loyalty loop concept in our marketing efforts.  

Additionally, come to the table with stories of success. This administration wants to see concrete examples – when you get in front of government decision-makers, back up your claims with evidence and fresh, customized messaging. 

Megan Wagoner, Account Manager, Yes& 

This year, the metric of familiarity and favorability of government contractor brands, particularly in the defense industry, went down for the first time in a while. While this isn’t shocking given the new administration’s preferences and the hefty employee turnover rate, it does require a new way of thinking.  

Companies should focus on building relationships with potential customers, serving as a consultative partner and guiding customer journeys. Today, we no longer have 12 to 18 months to influence a buyer, and we need to adjust our campaigns accordingly.  

Building “micro moments” into our marketing strategies is what is going to truly build a brand in the current government market and leave a lasting impression on a potential customer. 

A big “thank you” to GovExec for hosting another informative GAIN Conference. To summarize the key takeaways: 

• Align with the mission 

• Focus on customer relationships 

• Be agile and responsive 

• Lead with thought leadership 

• Use data to show value 

• Embrace AI  

• DON’T BE F-ING BORING 

Please reach out to me at aj@yesandagency.com if you are interested in talking B2G marketing, communications, and/or PR.