In this session, attendees will explore the lessons product marketers can learn from marketing to government (B2G) and how these insights can be used to enhance go-to-market strategies and inspire process creativity. Join Meghan as she discusses the distinctive challenges and opportunities presented by B2G, diving deep into the intricacies of working with and for government clients. Key takeaways: - Discover how the product marketer can serve as the “connective tissue” that unites sales, product, and marketing through channel sales strategies - Learn about the compliance challenges B2G presents to traditional product marketing processes and the creative approaches you can take to surmount those challenges. - Recognize the value of alternative feedback mechanisms in the absence of traditional research methods, and how these can enhance decision-making. - Rethink market segmentation, using a whole new definition of ICP. - Understand how to effectively communicate differentiated value in a way that resonates with government clients.