Bold Marketing in the Age of B2G Urgency & Uncertainty

Build stronger relationships, deeper trust, and a more resilient pipeline in uncertain B2G markets.

Presenters: Leigh Dow, Chief Marketing Officer and Head of Public Affairs, Mattermost, and Alexandra Jester, Director of Marketing, Carahsoft

Today’s B2G market is defined by uncertainty, longer buying cycles, and increasing pressure to prove impact. From continuing resolutions and shifting priorities to hundreds of touchpoints required to close a deal, marketers are being challenged to rethink how they engage government buyers and build trust in volatile environments.

This session explores how modern B2G marketers can move beyond traditional funnel-based thinking and instead build strategies centered on long-term relationships, trust, and meaningful engagement. Learn how thought leadership, strategic partnerships, creative execution, and human-centered messaging can help overcome buyer hesitation and create stronger connections in GovTech and GovCon markets.

Leigh Dow and Alexandra Jester also explore how empathy, responsiveness, and relationship-building can become competitive advantages in complex government markets. From rethinking attribution models to leveraging creative partnerships and thought leadership, this session demonstrates how bold marketing can still remain measurable, accountable, and tied directly to pipeline and revenue outcomes.

This course was delivered at GAIN 2025. GAIN is the premier B2G Marketing Conference, presented by GovExec.