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The on-demand recording of the Spring 2023 M4PS Content Marketing Review is available for purchase now.

M4PS grpaphic

This study gets to the ”why” and the “what” of your B2G marketing strategy to help you make choices that align with your company’s broader goals and budget needs. We are a partner in helping you achieve maximum results. 

This on-demand workshop will give you the insights and information you need to go into FY24 primed for success. You will have access to:

  • Four panel discussions among industry peers sharing their experiences and perspectives on marketing the buyer’s journey, creating impactful contents, hosting events (in person and online), and how to do all of that on a budget.
  • The full report containing all of the data: content preferences, types of information the audience wants… and when, must-dos for events, and more.
  • A one-page graphic with the data highlights to keep top of mind as you implement your plans.

Marketing 4 the Public Sector Study - Part 1

Report Infographics

Full report available Friday December 9th, 2022


The Marketing for the Public Sector report represents the views of thousands of federal and state/local employees in a variety of positions.

Focusing on engagement within the digital landscape, this study is meant to empower marketers with the knowledge they need to perfect their marketing plans, campaigns, and content. 

Created in an easily digestible and navigable format, the report presents pertinent information about audiences’ media engagement habits across broadcast, social, and digital sources.

Whether you are interested in a broad awareness campaign or a more focused agency-based marketing effort, we want to give you the valuable, trusted data and insights on the media and engagement habits of those tough-to-reach federal and state/local audiences.


  • Full Report Contains data and insights on both federal and state/local customers
  • Topics Covered – Demographics, job functions, trust in media sources/social media websites, confidence in news (among others)
  • Publications & Digital Sites – Government media, business and news media, technology & industry, social media & lifestyle
  • Key Insight –  Top concerns for next year, time spent listening to news/radio, accessing social/news media on an average workday, most trusted social media sites

Visual infographic:


FIT (Federal IT) Buyer Journey 2022


The second in our Federal Information Technology (FIT) series, Market Connections released the 2022 Buyer Journey at Government Marketing University’s GAIN conference to help government contractors understand their customer’s unique process for purchasing products and services.

From identifying their needs through the final vendor selection, this study provides key data to inform marketing, sales and product teams in strategy development around the following:

  • Who the key stakeholders are during each stage of the journey;
  • Where they are going for information during the journey; and
  • The types of information they find most valuable throughout the journey.

Whether the focus is maximizing each marketing dollar spent, developing products most aligned with customer needs, or equipping agencies with mission critical resources, this study’s results will provide the deep guidance government contractors are looking for on the right targets, avenues and formats to be focusing resources.

For the full presentation video, visit the GAIN conference site.


It's Time to Trust AI

Real-time application observability will accelerate mission innovation

White Paper Report

Many Federal agencies are focusing on IT modernization to keep pace with the changing mission requirements and citizen demands. But one of the biggest modernization challenges program managers and mission owners face is time spent chasing problems rather than moving the mission forward. As a result, many agencies are looking to AI as the solution. AI solutions can automate manually intensive troubleshooting and get missions back on track quickly. But despite these clear benefits, agencies are still not embracing these solutions.

Recent research surveyed Department of Defense (DoD) and Civilian agency IT mission leaders about the extent to which federal technologists and
managers are aware of and have the need for application management services, their current efforts to incorporate new tools and techniques into their agencies, and their general attitudes toward using AI.


2021 Content Marketing Review: Reaching the Public Sector

Report Video




Blogs, white papers, videos, podcasts or reports: public sector decision-makers turn to thought-leading sources like these to inform their buying decisions, learn about new technologies, and gauge vendors. As marketers trying to reach these niche audiences, it’s important for us to know what types of marketing assets they find most useful and influential, what type of information it should contain, and where they go to find it.

Market Connections polled government decision-makers at federal, state and local agencies and with K-12 and higher education institutions around the country to answer these questions with the 2021 Content Marketing Review: Reaching the Public Sector.

Market Connections presents the results of our latest study of the public sector. The report and video provide a review of key findings followed by a panel of public sector experts who will provide further insights, share their best practices and discuss what these results mean for marketers trying to reach FED and SLED audiences.


  • What are best practices for reaching the K-12 and HIGHER EDUCATION audiences?
  • How do public sector decision-makers prefer to receive information since the onset of COVID-19?
  • How often should public sector marketers refresh their content to ensure relevancy?


  • Aaron Heffron, President, Market Connections, Inc. 

(L to R) Lou Anne Brossman, Matt Donovan, Chris Parente


Moderated by Lou Anne Brossman, Founder & CEO, Government Marketing University


  • Matt Donovan, Senior Vice President, Merritt Group
  • Chris Parente, Founder, StoryTech Consulting


Moderated by Aaron Heffron

(L to R) Monica Mayk, Betsy Morrow, Preston Smith


  • Monica Mayk, Senior Team Lead, Public Sector Marketing, Verizon Business
  • Betsy Morrow, Marketing, Education, Amazon Web Services
  • Preston Smith, US SLED West Marketing Manager, CISCO



Government Marketing University logo



WEBINAR: How Are Federal Agencies Responding to Recent Cyber-attacks?

Executive Summary Video

Date: Wednesday, March 3
Time: 1:30 PM ET
Cost: Free

With the news being dominated by stories of cyber breaches and attacks, we asked federal IT decision makers to what extent these cyber-attacks have affected their agencies and what are some actions they are taking in response to recent events? To what extent are they doing things different? Will they make significant changes? How will this affect future contracts and requirements?

Join Market Connections and ATARC on March 3 at 1:30 PM (EST) to learn more about how federal agencies are responding to cybersecurity challenges to help you be a better partner and vendor.

Federal Media & Marketing Study 2020

2020 Federal Media & Marketing Study

12th Annual Study On-Demand Release*

Thursday, October 29, 9 AM

*Due to COVID-19 and the inability to present results in an in-person breakfast, the 2020 study results are available as an on-demand video and downloadable overview presentation.




In its 12th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics, including job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.

The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.


  • Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
  • Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
  • Trusted Content – To what extent do decision makers trust news and information from different media sources?
  • Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?
  • Media Habits of Federal Employees: A Day in the Life – What media sources are federal employees accessing during different parts of their day?

NEW IN 2020

  • The Effects of COVID-19 – From media habits to in-person events, what should marketers know to adjust their strategies?
  • Virtual Events and Webinars – With live events on hold for the time being, when it comes to planning your virtual events, what should you take into consideration? What are feds’ preferences?
  • Teleworking and Commuting – How much are feds teleworking or commuting and how does this change their media habits?
  • Geography – Are there differences among federal employees who live and work in urban, suburban and rural environments?



The Continued Effects of COVID-19 on the Federal Contracting Industry and Your Customer

Results from 2020 Ongoing Covid-19 PulsePolls™

Report Video

In March 2020, Market Connections began fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them.

At the same time, PSC, the premier trade association for federal contractors, began fielding ongoing surveys of member companies, asking how COVID-19 has affected their company and ability to provide service to their federal customers.

Now four months into the pandemic, we review some key questions around COVID-19. Discover how the federal government and industry have reacted and evolved during this time of upheaval.

Read the April 2020 Report


FIT (Federal IT) Persona Study 2020:

A Deeper Look into Your Government Customer

Report Video


The first study release in our new Federal Information Technology (FIT) series designed to help you get closer to your federal technology customer, the FIT Personas Study highlights the different profiles of individuals that influence and make decisions for IT products and services at the federal level.

Personas have been an increasingly popular tool to identify and pinpoint specific personal and professional factors that influence the decision-making process. Combining qualitative and quantitative feedback, these results will help you understand what makes your customer tick, both personally and professionally, and provide you key insights to inform your marketing and business outreach strategy.



Overview results presentation and video highlight some overall similarities and a few key differences among key personas in Federal IT. The overall data from the survey of 300 federal IT decision-makers and influencers is provided and highlights two personas. ($99)

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Purchase the Full Federal IT Personas Bundle

Based on quantitative and qualitative research of the federal market, Market Connections has developed ten (10) federal IT personas from defense and civilian agencies that represent IT product and service purchasing influencers and decision-makers. The personas provide information covering demographics and personality traits, preferences around learning, communication and information gathering, professional motivators and challenges, and values they look for during vendor selection. This bundle includes a download of the overview report and key takeaways. ($495)

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Purchase Agency-type Federal IT Personas Bundles (selection: Defense/Civilian)

In addition to the full Federal IT Personas bundle, Market Connections is offering specific defense/civilian agency persona bundles. Representing IT product and service purchasing influencers and decision-makers for each agency type, the report provides information covering demographics and personality traits, preferences around learning, communication and information gathering, professional motivators and challenges, and values they look for during vendor selection for five different persona types. Each bundle includes a download of the overview report and key takeaways. ($349/each)

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How Has Covid-19 Affected Your Federal Customer?

Results from 2020 Ongoing Covid-19 PulsePolls™


Beginning in March 2020, Market Connections began fielding ongoing surveys of federal decision-makers, asking how COVID-19 has affected them, their agency and their work environment; how it may impact work-related activities and priorities; and how contractors have, and can, continue to support them. See the latest results to gain better insights on how it may affect your short- and mid-range planning. Results will be updated on an ongoing basis.

Read the July 2020 Report