5 minutes
It’s no secret that 2025 will be transformative for the public sector. At GovExec’s Market Preview, Frank Konkel, Aaron Heffron, Tom Suder, and Hilery Sirpis examined what’s ahead: the rise of AI, shifting federal priorities, and the strategies contractors need to keep their edge.
While you’re planning your 2025 approach, here’s how GovExec’s tools and insights can help you stay in play.
Watch the full conversation here.
AI: The Game Changer (If You’re Ready to Play)
AI is no longer just a buzzword; it’s becoming integral to public sector operations. While AI has enormous potential (streamlining processes, analyzing data, and improving efficiency, to name a few), government adoption faces hurdles like cultural resistance, infrastructure challenges, and functional awareness.
“It's going to not only be the technologies themselves, but the adoption and usage by the rank and file folks that are going to really make it happen and make it transformative.”
–Frank Konkel, Editor-in-Chief, GovExec
Konkel noted that GovExec’s media brands see huge amounts of traffic around this topic, but not in the nebulous sense. Reports on actionable AI are the most impactful, like:
- Where it’s used
- How it’s benefitting everything from intelligence to citizen service delivery
- How it’s helping government at the state, local, and federal levels work better.
How can you stay in play?
This presents a perfect opportunity to educate your buyers. To stay competitive, contractors need to showcase not just their tech but their ability to help agencies overcome cultural barriers to AI adoption.
Share case studies, offer insights, and—pro tip—make your Chief AI Officers available to the media. Need help crafting that message? GovExec’s Content Studio can turn your expertise into content that resonates with government buyers.
And ATARC convenes government and industry to overcome these exact challenges. Join the conversations at their events, or better yet, implement our Hosted Buyer Programs (more on that later) to work directly with the decision-makers who need your solutions.
Shifting Priorities: A Moving Target
Every election reshuffles priorities, and this one won’t be easier. It’s important to take a three-, six-, and nine-month approach because what you’re doing and who you’re reaching in three months will likely be different in nine months.
Heffron noted about 75% of agency focus areas will likely stay the same, but the remaining 25% could see significant changes depending on leadership. Cybersecurity and federal technology investments will continue to grow, but new administration policies could reshape workforce policies and AI ethics.
How can you stay in play?
Consistency prevails. Your marketing should align with evolving priorities but never go dark. Stay visible with research-backed advertising and messaging that shows you understand mission-critical goals. GovExec’s Lead Intelligence helps you pinpoint the right audience, while our distribution channels ensure your message gets seen by decision-makers.
Here’s three things you can do right now:
- Align messaging with the President’s Management Agenda (PMA).
- Keep an eye on shifting priorities, especially in defense and civilian markets.
- Maintain consistent visibility through research-backed content and campaigns.
You have the opportunity to be a pillar amidst uncertainty. Remain steadfast and let agencies know that you will be there to help achieve their missions no matter how bumpy the ride gets.
Face-to-Face Matters (But Don’t Forget to Prep)
With hybrid work scattering government buyers, the days of casually walking the halls are long gone. Networking is still essential, but it needs to be purposeful.
Konkel recalled that during the first Trump administration, officials favored face time. Although it was pre-pandemic, they preferred to meet in person and liked networking.
But, your interactions have to be meaningful. As Konkel said, “There are only so many introductions you can make by chasing a speaker to the bathroom.”
How can you stay in play?
GovExec’s Hosted Buyer Programs solve this challenge by creating structured 1:1 meetings, roundtables, and working groups that allow you to build meaningful connections. Work together with government to address urgent issues, discuss cutting-edge technology, and build real connections.
Bonus? These programs are already integrated into three of our biggest 2025 summits: the AI Summit, GITEC, and the Defense One Tech Summit.
These events are a turnkey way to forge lasting relationships.
Marketing Strategies for the New Year
Balancing brand-building with ROI-driven marketing is more important than ever. While targeted, account-based strategies are essential, contractors can’t afford to let their broader visibility slip.
“It’s all about maintaining a consistent drumbeat of messaging—even during times of uncertainty.”
–Aaron Heffron, President of Research and Insights, GovExec
How can you stay in play?
Anticipate and adapt to shifts in content consumption. With younger government employees entering the workforce, expectations for personalized, actionable content are rising. GovExec’s media brands and expanded Content Studio is built to meet these needs, delivering tailored campaigns that align with emerging trends and audience preferences.
Rapid Fire: What You Need to Do Now
- Keep your messaging aligned with the President’s Management Agenda and new priorities.
- Don’t pause your marketing—maintain a steady drumbeat of visibility.
- Prioritize face-to-face meetings, but prepare with research and targeted insights.
- Be bold, act fast, and don’t get stuck in analysis paralysis.
Stay in Play with GovExec
2025 brings big opportunities and even bigger challenges, but you don’t have to navigate them alone. GovExec’s solutions in content, distribution, and insights are designed to help you engage decision-makers, align with shifting priorities, and drive results.
Let’s make 2025 your best year yet.
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.
