Workshop: Speaking Government: Crafting Marketing Strategies that Resonate with Government Buyers

Selling cybersecurity software to the U.S. government requires a fundamentally different approach than selling to commercial enterprises. While many companies attempt to recycle their private-sector marketing materials, success in the federal space demands a strategy tailored to the unique missions, structures, and decision-making processes of government buyers.

In this workshop, Katherine Hennessey will outline how companies can develop targeted communications for federal civilian agencies, the Department of Defense, and the Intelligence Community—three groups that share commonalities but require distinct messaging. Participants will also engage in a hands-on exercise designed to illustrate how to translate these principles into practice for their own organizations.

Attendees will walk away with a practical framework for repositioning their value proposition in language that resonates with public-sector decision-makers.

Brief bio:  Katherine Hennessey has spent two decades helping cybersecurity and technology companies succeed in the U.S. federal market. She specializes in developing go-to-market strategies, business development programs, and advocacy campaigns tailored to the unique needs of government buyers. Katherine currently leads a dedicated business unit at NightDragon focused on public-sector business enablement, where she works across the firm’s portfolio to accelerate growth and impact with federal, state, local, and international government customers.