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Ep 10 Federal Government Marketing with TargetGov's Gloria Larkin
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In today's discussion, we delve into the pivotal topic of marketing strategies tailored for the federal government marketplace. Gloria Larkin, the esteemed CEO of TargetGov, speaks to the nuances of successfully navigating the complexities of federal procurement. We explore the significance of employing specific language and keywords that resonate with government agencies, thereby enhancing visibility and engagement. Furthermore, Larkin shares insights on the transformative role of artificial intelligence in streamlining procurement processes, emphasizing its criticality in modern contract acquisition. Our conversation also highlights the necessity for businesses to adopt a proactive approach in cultivating relationships with decision-makers, thereby positioning themselves advantageously within this competitive landscape.
IN THIS EPISODE:
- 00:07 - Introduction to Aqua Talks
- 03:46 - AI in Federal Government Procurement
- 09:49 - Understanding Government Procurement Marketing Strategies
- 15:29 - Navigating Federal Procurement Changes
- 21:05 - Common Mistakes in Federal Contracting
- 25:23 - Transitioning to Success Stories
KEY TAKEAWAYS
- The podcast emphasizes the importance of understanding federal government procurement processes to succeed in marketing.
- Listeners are encouraged to utilize specific keywords that align with agency missions to enhance visibility.
- It is crucial for businesses to engage with decision-makers before formal opportunities arise to shape contracts.
- The discussion highlights the rapid changes in federal contracting due to technology and government policies.
- A unique consulting process known as FAST is presented as a means to expedite results in federal markets.
- The podcast advocates for a proactive approach in marketing to federal clients as a strategy for sustained success.
RESOURCES:
GUEST BIOGRAPHY:
Gloria Larkin is a recognized leader in government contracting, serving as the President and CEO of TargetGov, which celebrates its 28th anniversary in 2025. Under her leadership, TargetGov has been instrumental in helping clients secure over $25 billion in federal contracts through its specialized consulting services, including the exclusive Federal Acceleration Strategies and Tactics FAST® Process, the KickStart Program®, and expert business development strategies. A sought-after speaker and thought leader, Gloria has shared her expertise globally, with speaking engagements in Oxford, Tokyo, and Dubai, and has been featured in major media outlets such as MSNBC, The Wall Street Journal, and The Washington Post. She is also the author of The Basic Guide to Government Contracting and The Veterans Business Guide, both widely used resources in the industry.
Her influence extends beyond her company, as she has held key leadership roles with Women Impacting Public Policy (WIPP) and has served as an advisor for American Express’s National Procurement program. Recognized with numerous awards, including Maryland’s Top 100 Women and the Enterprising Women of the Year honor, Gloria continues to drive impactful change in the government contracting sector. As the founder of the Government Contracting Institute and the Government Business Development Webinar Series, she remains dedicated to educating businesses on the complexities of federal procurement. A former adjunct professor at George Washington University, she has also contributed over 250 articles on business development to national and international publications, cementing her legacy as a trusted expert in the field.
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