Services

Your Marketing Partner in Public Sector Success

Whether you’re entering the public sector market for the first time or looking to refresh or evolve an existing strategy, LSW Marketing provides expert guidance and execution to help you achieve your goals. With decades of experience in public sector and technology marketing, Lisa Sherwin Wulf delivers personalized, hands-on support aligned with your needs – from advisory calls and marketing plan reviews to execution to full go-to-market (GTM) strategies and fractional leadership.

Go-to-Market Strategy for Public Sector Marketing

Successfully marketing to the public sector requires a well-defined strategy aligned to the needs of government buyers and your organization’s offerings and resources. Whether you’re launching a new initiative or optimizing existing efforts, we help you with:

Go-to-Market Strategy Development: Developing a go-to-market (GTM) strategy that aligns with your organization’s public sector goals
GTM Strategy Refinement: Refining an existing GTM strategy in response to changes in the market
Vertical Focus and Market Expansion: Identifying key verticals for expansion or refocus across Federal, State and Local, K-12, and Higher Ed—and craft targeted approaches
Government Marketing and Contracting Policies and Best Practices: Ensuring your marketing programs align with government contracting policies and best practices
Capture and Marketing Alignment: Aligning your marketing and capture strategies for stronger pipeline generation

Public Sector Marketing Plans: Review, Development, and Execution

Whether you’re building a public sector marketing plan from the ground up or refining your existing plans, we can help with:

Marketing Plan Review: Already have a plan but could use outside feedback? We can provide expert feedback and suggestions to help you stay on track as the market changes.
Marketing Plan Development: We build comprehensive public sector marketing plans aligned with your marketing strategy, budget, and business goals
Marketing Plan Execution: Strategies and plans only succeed when executed effectively. We can provide hands-on guidance to help your team execute, or execute the plans for you, working with your internal resources and selected vendors.

Implementation Support

Need an experienced marketer to execute key initiatives from an existing strategy and marketing plan? We can assist with:

Campaign Execution Management: Managing campaign execution from start to finish – from concept to leads to sales
Special Projects: Taking on special projects needed to drive business results
Marketing Programs Execution: Managing key public sector marketing initiatives, including channel marketing, field campaigns, events, and new product launches
Cross-Functional PR Collaboration: Bridging internal teams, SMEs, and your PR agency to drive growth in PR initiatives aligned with key messaging themes
Marketing and Sales Alignment: Working with internal teams to grow marketing and sales alignment

Content Audit and Roadmap Recommendations

Effective content is critical to a successful public sector marketing program—but creating content for the sake of content isn’t the way. You need approaches to content that allow for reuse and derivative versions so you can create once and repurpose it for use everywhere. Support includes:

Content Audits: Conducting an audit of your content, and how it aligns with your plans and messaging themes – identifying gaps and opportunities
Content Roadmap Development: Building a content roadmap aligned with your needs
Vendor Recommendations: Recommending budget-friendly vendors with vertical expertise for content creation and syndication to the right audiences
Content and Buying Cycle Alignment: Aligning content and messaging with buying cycles

Fractional Public Sector Marketing Leadership

Do you need senior public sector marketing leadership but don’t have the budget or need for a full-time hire? LSW Marketing offers fractional public sector marketing leadership services delivered by Lisa Sherwin Wulf across:

Strategic Public Sector Marketing Leadership: Providing strategic direction for your public sector marketing efforts
Hiring and Team Building Support: Assisting with hiring to build new teams or scaling your public sector marketing team
Marketing Mentorship: Mentoring and supporting internal marketing teams
Go-to-Market Execution Support: Hands-on help to accelerate go-to-market efforts
Marketing and Sales Alignment: Improving collaboration and communication between marketing and sales to maximize results and grow pipeline
Corporate Collaboration: Working closely with corporate marketing to maximize existing budget and campaign resources to drive greater public sector impact

Strategic Marketing Advisor

Not sure if marketing (and selling) to the public sector is right for your business? Could you use expert insights to navigate the rapidly changing government market? Lisa provides strategic advisory services, including:

B2G Market Entry Strategy: Supporting B2B CMOs looking to enter the public sector market (B2G) for the first time – market fit evaluation, messaging themes, how to structure teams, budget recommendations, and more
Public Sector Expansion Strategies: Brainstorming approaches to expand into a new area of the public sector – ex. Moving from federal to state government
Event and Vendor Evaluation: Providing expert input to evaluate events or vendors to support your plans
Ongoing B2G Marketing Advisory Support: Acting as your sounding board, offering expert advice on all aspects of B2G marketing

Mentoring

Public sector marketers wear many hats and face unique challenges. Whether you’re a team of one or scaling an existing team, Lisa provides coaching and mentorship to help you learn, grow, and succeed. With experience as a solo marketer, a public sector marketing team builder, and a leader of teams of 25+ Lisa can help with:

One-on-One and Team Mentoring: Personalized mentoring for marketers at all levels
Scaling Marketing Teams: Advice and support on scaling your team
Organizational Change Support: Guidance through organizational changes such as growth, corporate restructuring, new market entry, acquisition integration, and team development

Not sure what you need? Let’s talk.

Every company’s public sector marketing journey is unique. Schedule a call with Lisa to discuss your needs and explore how LSW Marketing can help.