Branding the Beltway

Lead generation in GovTech has become increasingly complex. Government buyers are overwhelmed with messaging, buying cycles are longer, and traditional marketing tactics are no longer enough to consistently create qualified pipeline.  In this episode of Branding the Beltway, host Stacey Piper sits down with Lesley Rogers , Director of Marketing at FedHIVE to discuss DemandGen in GovTech.   Lesley ...

In this episode of Branding the Beltway, host Stacey Piper speaks with Carolyn Ford , Senior Vice President of Global Marketing at  OWL Cyber Defense , about how organizations can use podcasts to build thought leadership, strengthen industry relationships, and increase brand visibility in the GovTech and GovCon markets. The conversation explores why podcasts have become an effective platform for e...

M&A doesn’t fail on the spreadsheet—it falters in the seams. In this episode, host Stacey Piper sits down with Paul Frommelt , VP of Marketing & Communications at Integer Technologies, to unpack the often invisible work of brand strategy and integration that ultimately determines whether an acquisition builds momentum or erodes trust. Drawing on multiple acquisition cycles, Paul makes a cl...

In this episode, host Stacey Piper sits down with Megan Battaglia, Vice President of Marketing at Thundercat Technology, to discuss what it really takes to scale the marketing function inside a growing GovCon organization. Drawing on Megan’s journey helping Thundercat evolve its marketing capability, the conversation explores how leaders can evolve marketing from a reactive support role to a proac...

In the B2G market, growth rarely happens alone. It happens through the right partnerships—activated with intention. In this episode, host Stacey Piper, Founder of Piper Strategies, speaks with Lauren Oh , Senior Manager Partner Marketing at Zscaler to explore the nuances of partner marketing in the GovCon sector. Lauren breaks down how government technology and software companies can build a high-...

The latest episode of Branding the Beltway, produced by OrangeSlices AI, features Stacey Piper (Piper Strategies) in conversation with Karen Scott , Director of Federal Marketing at Denodo. The discussion centers on how in-house marketers can operate as strategic leaders by thinking bigger, aligning tightly with executive priorities, and driving measurable business outcomes. Karen shares practical...

In the latest episode of Branding the Beltway, host Stacey Piper speaks with Brian Wagner , Vice President of Marketing & Communications at Tria Federal. They explore how the PESO model—Paid, Earned, Shared, Owned—can transform GovCon marketing into a strategic growth engine, offering actionable insights on aligning communications, amplifying employee voices, and connecting marketing to real b...

In government contracting, content is more than marketing collateral—it’s the currency of trust. On the latest Branding the Beltway episode, host Stacey Piper spoke with Edyn Segura , Microsoft’s Federal Events & Experiences Marketing Director,  about how federal contractors can leverage content strategically to build credibility, influence buyers, and accelerate pipeline, all while navigating...

Branding the Beltway, hosted by Stacey Piper, dives deep into the evolving role of websites in the world of government contracting with Alex Love , VP of Marketing and Strategic Communications at RIVA Solutions. Together, they unpack why a website is far more than a digital brochure—it’s a strategic growth engine and a 24/7 gateway for self-service, customer engagement, and brand credibility. From...

In this episode of Branding the Beltway, host Stacey Piper sits down with Okta’s  LaRel Rogers , Staff Product Marketing Manager, Federal, to unpack what makes marketing technology products to government buyers unique. From navigating strict compliance requirements to shortening the gap between product launch and federal availability, LaRel shares how storytelling, data-driven planning, and cross-...

In this episode of Branding the Beltway, host Stacey Piper sits down with Allan Rubin , Vice President of Segment Marketing at Granicus, to unpack Account-Based Marketing (ABM) in the government contracting space. From the macro strategy that aligns marketing, sales, and business development, to the micro-level execution that targets high-value accounts, their discussion explores how ABM can help...

What happens when marketing stops being a support function and starts driving strategic growth? In this episode of Branding the Beltway, Stacey Piper sits down with Liz Anthony , Managing Director, Federal Market & Competition Strategy at Maximus for a dynamic conversation about transforming marketing inside government contracting organizations.   Together, they unpack how aligning marketing w...

In this Branding the Beltway episode, Stacey Piper talks with Michael Collins , Senior Director, Marketing and Communications at BTI360. They discuss the critical need for authenticity in marketing, particularly for Business-to-Government (B2G) companies. Michael, highlights that low-production, candid content often outperforms highly polished, professionally produced material in terms of engageme...

In the debut episode of Branding the Beltway, host Stacey Piper sits down with Hunter Gros , Director of Marketing and Client Services at vTech Solution, to unpack what true sales and marketing alignment looks like, especially in the high-stakes, long-cycle world of federal contracting. With a background in both sales and marketing, Hunter brings a dual perspective to this CXO-level conversation....