Transforming Local Government Operations Through Strategic B2G Marketing
by Laura Guntren
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What you'll discover
when watching Laura's story
- Adapting marketing strategies for different audiences, like existing vs. new customers, is crucial for effective communication and growth.
- Building trust through educational content and thought leadership can position a company as a valuable partner rather than just a vendor.
- Leveraging industry events, partnerships, and targeted channels is essential for reaching niche markets like local government agencies.
- AI is a powerful tool for content creation but requires human oversight and strategic application to be truly effective.
- Metrics should be tailored to different audiences within an organization, balancing high-level ROI with detailed campaign performance data.
- Branding goes beyond visuals to encompass company values, customer service, and product integrity, especially in trust-sensitive industries.
- Effective leadership in marketing involves clear communication, setting expectations, fostering collaboration, and valuing traits like "humbition" (ambition with humility).
Meet Laura Guntren - Vice President of Marketing @ gWorks
Laura Guntren is the Vice President of Marketing at gWorks, a software solution provider for small local governments. Her path to marketing was nontraditional, starting as a psychological operations specialist and broadcast journalist in the US Army.
Laura’s career progressed through roles in direct marketing, product marketing, and leading website security solutions. She has worked for major companies like Intuit and Symantec.
At gWorks, Laura focuses on marketing ERP and resource planning software to municipalities with populations under 25,000. Her team helps modernize government operations and improve citizen engagement.
Laura emphasizes the importance of understanding client needs through site visits. She values clear communication, setting expectations, and fostering collaboration in her leadership approach. Laura looks for team members with “humbition” – ambition combined with humility.
Check out Laura Guntren's thoughts on strategic marketing leadership
When it comes to her approach to leadership in marketing organizations, Laura shares:
"Clear communication and a clear definition of expectations is paramount. Setting up an environment where there are clear expectations in terms of performance is incredibly important."
She also shares how important branding is in the industry:
"Branding is incredibly important to our space and industry. It's not only in the language and imagery that you use, but it's in how your customer service team delivers its service."
Laura reveals some snippets about how to create content to meet customers where they are:
"We take industry changes, regulatory changes, and compliance requirements our agencies are faced with to develop content that will help teach our prospects and clients."
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