In the latest episode of Branding the Beltway, host Stacey Piper speaks with Brian Wagner, Vice President of Marketing & Communications at Tria Federal. They explore how the PESO model—Paid, Earned, Shared, Owned—can transform GovCon marketing into a strategic growth engine, offering actionable insights on aligning communications, amplifying employee voices, and connecting marketing to real business outcomes. Brian frames Gini Dietrich’s PESO model not as a rigid methodology but as a practical framework to organize communications, coordinate teams, and measure results across the long federal sales cycle. Stacey and Brian discuss how building marketing strategies and content using the PESO framework can help GovCons tailor messaging to audiences and integrate with account-based marketing and capture strategies, while leveraging employee visibility and storytelling to build credibility and brand value. They also share practical steps for implementation, staring with Owned and Shared media, expanding to Paid and Earned, and embedding PESO into daily operations to drive measurable impact.
Key Takeaways:
- Acts as a force multiplier for capture and brand growth while applying to organizations of any size or maturity.
- Aligns marketing and business development around measurable goals rather than operating in silos.
- Guides creation of relevant messaging based on customer insights.
- Amplifies technical expertise to enhance reputation and build credibility.
- Creates a compelling brand narrative to strengthen the company story and attract top talent.
- Helps to track early success metrics like audience growth, engagement, and pre-RFP brand recall to demonstrate influence before revenue is realized.
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To connect with Brian, follow him on LinkedIn here.
Learn more about Tria Federal by visiting their webpage here.
Get in touch with host Stacey here, or visit Piper Strategies here.
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