It’s no small feat to capture the attention of the government’s C-suite executives, but it's a worthwhile effort. These leaders often have the final word when it comes to vendor selection, and their influence is only growing.

Fortunately, we have the intel on what they want from you.

Our 2025 Buyer’s Journey study helps B2G marketers looking to connect with the C-suite during the crucial vendor research and recommendation stages.

C-Suite Influence is Growing

The survey reveals a significant trend: the C-suite's influence in IT procurement is on the rise.

• In federal agencies, C-suite participation in vendor/provider recommendation is expected to increase by 26% over the next 12–24 months.
• In state and local governments, their involvement is projected to grow by 25%.

That means contractors who learn how to speak to these executives will gain a powerful edge in the competition for public sector business.

Finding Information, the C-Suite Way

To engage the C-suite effectively, you need to understand where they go for research and education.

During the vendor/provider research and evaluation phase, the top three information sources for federal, state, and local C-suite executives are:

1. Vendor technical/subject matter experts (SMEs)
2. Research firms/industry analysts
3. Consultants

This hierarchy holds true for the vendor/provider recommendation stage as well, but with one nuance.

• For federal leaders, vendor SMEs top the list, followed by research firms and consultants.
• For state and local leaders, consultants take the lead, followed by SMEs and research firms.

What does this tell us? The C-suite relies on trusted experts and third-party validation to inform their decisions.

Marketing to the C-Suite: Three Key Strategies

So, how can you leverage these insights? Here’s how you can use the top three information sources in your B2G marketing strategy.

1. Leverage Vendor Technical Experts and SMEs

C-suite executives want to talk to people who truly understand the technology and its potential to solve their problems.

Instead of a standard sales pitch, offer a chance for them to engage directly with your most knowledgeable experts.

• Webinars and Virtual Events.
  Host exclusive, C-suite-only webinars featuring your company's lead engineers or product managers. Focus on high-level strategy and future-proofing, not just product features.
   
• Executive Briefings.
  Offer personalized one-on-one or small-group briefings with your SMEs. This shows you respect their time and are committed to providing tailored solutions.
   
• Thought Leadership.
  Have your SMEs write guest columns or white papers for reputable government-focused publications. This establishes your team as a go-to resource in the industry.

2. Collaborate with Research Firms and Industry Analysts

Executives often look to third-party analysts and research firms for objective insights and validation. Building strong relationships with these organizations is a game-changer.

• Analyst Briefings.
  Regularly brief key analysts on your product roadmap, customer successes, and unique value proposition. Their reports and recommendations can directly influence C-suite perceptions.
   
• Joint Content Creation.
  Partner with a research firm to co-author a report or a case study on a pressing government IT challenge. This adds a layer of credibility and provides a valuable resource for decision-makers.

3. Build Consultative Partnerships

The C-suite looks to its contractors to help shape and define solutions that are unique to their agency's mission. Therefore, it's not enough to simply have a good product; you need to demonstrate how it can be integrated into a larger, more comprehensive solution. This often requires consultative partnerships with other contractors. By working together, you can present a unified, multifaceted solution that addresses a wider range of the agency’s needs.

Your marketing team should provide a steady stream of SME content specifically designed to educate and inform contractors, positioning your company and your solution as a key component of their arsenal.

Consider creating:

• Articles and white papers that offer deep dives into specific technological challenges and how your solution can address them.
• Case studies that highlight successful projects where your technology was part of a larger, collaborative solution.
• Technical guides and integration best practices that make it easy for contractors to understand how to incorporate your product into their own offerings.

And here’s a timely tip: events like GAIN are built for forging these consultative relationships. It’s where top government marketers and contractors connect to share strategies, build relationships, and learn what’s working in today’s B2G market.

C-Suite leaders are the gatekeepers of billion-dollar decisions. The key is to provide value, credibility, and expertise through the sources that they trust most.

By putting your best experts forward and leveraging the power of third-party validation, you can confidently navigate the government IT buyer journey and secure those crucial connections.

Remember: they’re not buying a product. They’re investing in solutions that shape the mission.

Position your brand accordingly.

Only GovExec provides the competitive intelligence, market analysis, and audience insights you need to make every marketing dollar count.
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