In this episode of Branding the Beltway, host Stacey Piper sits down with Allan Rubin, Vice President of Segment Marketing at Granicus, to unpack Account-Based Marketing (ABM) in the government contracting space. From the macro strategy that aligns marketing, sales, and business development, to the micro-level execution that targets high-value accounts, their discussion explores how ABM can help government contractors focus resources, segment messaging, boost engagement, and win “must-have” contracts—even in an era of shrinking budgets and shifting priorities.
Discover how to structure ABM into one-to-one, one-to-few, and one-to-many tiers with practical advice on identifying and prioritizing accounts that can make or break a contractor’s year. Learn the process of building buyer personas and tailoring campaigns to specific agency pain points, and why starting small, piloting, and then scaling is a pragmatic way to implement ABM without huge budgets or discarding existing marketing efforts.
To connect with Allan, follow him on LinkedIn here.
Learn more about Granicus by visiting their webpage here.
Get in touch with host Stacey here, or visit Piper Strategies here.
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