Vertical Marketing in Identity Verification: The Synergy between Public Sector and Commercial Marketing

Real Talk Real Results

How much does public sector marketing differ from commercial marketing?

They may seem worlds apart at first glance (and there are some key differences), but in the world of identity verification and fraud risk, business-to-government (B2G) marketing for the public sector is much more like B2B marketing for the private sector than we may realize.

What can we make of their similarities and differences? To find out, we met with Brian Chidester and Heather Adams to discuss vertical marketing in the identity verification and fraud risk industry.

In this episode of the Real Talk Real Results podcast, Brian, Heather, and Rita Matuzic discuss:

• How the B2G market sees itself and why government marketing requires an evolving vertical marketing strategy
• How ABM strategy and vertical marketing inform sales analysis, account strategy, and personalized messaging across verticals
• The inevitable challenges in personalized messaging—and how to prioritize ABM initiatives for maximum impact in both public sector and commercial marketing
• Why B2G marketers shouldn’t rely on one marketing channel (and what to do instead)

With complimentary expertise in public sector, account-based marketing, and demand generation, Brian and Heather provide a wealth of insights around how to prioritize your marketing efforts and make them more effective no matter the vertical market. The pair also offer sound advice on not only using data in decision-making, but in building trust between marketers and sellers.
Tune in to learn more about the Real Talk Real Results you can achieve when personalization meets the procurement cycle.