WORKSHOP

AI & The GovBuyer’s Journey : Transform Your B2G Marketing

A One-Day Workshop in Practical AI and Buyer Engagement for Public Sector Marketers

Workshop Overview

Building consistent, meaningful and effective engagement is a challenge for any B2G marketer. The public sector buyer’s journey is long, complicated and comes with a consortium of buyers who need the right information, at the right time in order to move forward.

AI is the gamechanger.  But only if you know how to harness it in the right way.

Join B2G marketing expert Juliana Slye and AI luminary Natalie Lambert to discover how AI can transform your B2G marketing strategies and campaigns, help you influence key moments in your GovBuyer’s Journey, and build meaningful content that resonates with your prospect.

You’ll walk away with the skills, tools, and insights to leverage what you have, easily build what you need and drive results for your FY25 marketing programs.

• Practical AI Tools for B2G – Discover the AI tools that will streamline B2G marketing workflows and enhance decision-making.
• Strategic Points of Buyer Engagement – Identify key touchpoints in the GBR GovBuyer’s Journey™ to better reach your buyers and amplify impact.
• Hands-On Prompting Techniques – Master AI prompting methods with hands-on exercises.
• Customized Government Personas – Build and test AI-driven personas to craft personalized content that resonates with your buyers’ unique needs.
• Messaging that Resonates – Develop targeted, differentiated messaging using the GBR GovValue Triangle™ that speaks to your GovBuyer at each stage of the Journey.
• Peer Networking and Expert Guidance – Connect with fellow B2G marketers, learn from industry leaders, and gain resources to stay ahead.

Agenda

Meet Your Instructors

Natalie Lambert
Founder & Managing Partner, GenEdge Consulting

Natalie Lambert is a leader driving innovation in marketing through generative AI. Her journey into the world of AI began at Google, where she initiated AI pilot projects across the organization to identify practical use cases, tools, and strategies to enhance Google’s marketing efforts. Natalie also led the content strategy at Google Cloud, held CMO positions in two successful enterprise startups, and worked at Citrix in various marketing capacities. Her career began at Forrester Research, where she advised companies on tech investments and best practices.

Juliana Slye
Founder & CEO, Government Business Results, LLC (GBR)

Juliana Slye is a B2G marketing expert with over 20 years of experience helping tech companies achieve success in the government markets.  She founded GBR in 2010 to deliver the Go-To-Market services (strategy, marketing, content, enablement) that IT companies need to more effectively market and sell to government agencies. Recently, GBR was named one of the Fastest-Growing Private Companies by Inc.  Prior to founding GBR in 2010, she led the global government industry teams for Autodesk, Adobe, Macromedia and Silicon Graphics (SGI). In her early career, she held various field roles, including field marketing, channel management, and bid/capture management.