Just days after an historic election, GovExec’s Market Preview brought together industry leaders and marketers to lay the foundation for 2025. With sweeping market shifts, new technologies, and hybrid workplaces redefining how we reach public sector buyers, things are shaping up to be anything but ordinary.

Here’s a look at what’s to come and how GovExec can help you stay in play for whatever 2025 brings.

The Mystery of the Missing Customer

Gone are the days of simply walking the halls to find government buyers. With hybrid work, government employees are now scattered, moving between offices, home, and the field. Business development teams are scrambling to locate decision-makers and reach them effectively.

But there are only so many in-person opportunities, and traditional networking just doesn’t scale.

How can you stay in play?

Craft high-impact in-person moments that drive real connections with potential buyers.

GovExec’s Hosted Buyer Programs make those elusive connections possible. With powerful pre-event engagement and curated one-on-one meetings, we’ve designed our events to forge lasting relationships that help you stay in the game and stay on the radar of key government decision-makers. This approach builds visibility that lasts beyond a single meeting.

Our acquisition of ATARC has driven us to pair our most well-attended events with their unique approach to programs that allow industry partners and government officials to work together to address urgent issues, discuss cutting-edge technology, and build real connections.

Kicking off at three of our 2025 summits (AI Summit, GITEC, Defense One Tech Summit), we’ll help you create:

• 1:1 meetings
• Roundtables
• Working groups

With our Hosted Buyer capabilities, we are raising the bar on event lead generation.

The best part? They’re turnkey!

AI Hits the Government Market—and Fast

AI is here to stay, but it’s creating some sludge. Public sector leaders are embracing it to streamline their processes and analyze industry proposals, but that also means they’re raising the bar on their expectations.

Let’s just say there are a lot of less-than-ideal proposals flowing in, and the government is not happy about it. So, agencies are investing in AI to understand companies and past performance.

How can you stay in play?

It’s all about equipping the right tools.

To that end, we’ve evolved GovTribe into a full-scope marketing support platform that can be used in various ways, from pulling key competitive information to drafting your next webinar description.

We’ve trained GovTribe AI on our content, making it the only AI engine that understands the government and contracting landscape.

It can be your dedicated research analyst, marketing associate, and brainstorming partner all rolled into one. Fuel your team with critical data and content ideas that keep you in the lead, informed, and ready to shift your strategy as the market demands.

ROI’s New Rules: Pipeline Impact Over Clicks

In 2025, clicks and views are great, but there’s a push to measure how marketing drives quality leads that actually convert.

Pipeline impact is king.

This evolved focus on ROI will require collaborative sales and marketing operations for shared accountability on revenue outcomes. It's essential to understand the potential of every lead and to focus marketing resources on channels and activities that are known to be successful (with the data to prove it).

How can you stay in play?

It’s all about the leads.

GovExec’s Lead Intelligence generates a flow of high-quality leads with insights into their interests, pain points, and where they are in the buying journey. We then guide them through each qualification stage with smart content, tailored distribution, and a direct line to sales goals.

We call the most promising leads GovProspects and provide you with in-depth profiles, sales scripting based on behavioral data, and a comprehensive understanding of their interests and challenges.

It’s not just about awareness anymore; it’s about ensuring every dollar you spend pushes buyers closer to “yes.”

BONUS: Get a jump on 2025 with turnkey content and lead nurture discounts!

GovExec’s content, distribution, and data solutions give you the tools to go beyond visibility and drive real results. By aligning content creation with meaningful engagement and data, we ensure your message reaches the right people and moves them to act.

This is how today’s marketing stays relevant and revenue-focused.
 

Watch GovExec’s Market Preview on-demand for all the 2025 trends and insights.

For more information​​ about how our solutions can help you stay in play, contact Solutions@govexec.com.