You can’t market to SLED the way you market to the Fed. And assuming you can is draining budgets fast.

In this new episode of GovCon Unscripted, Chelsea Roberts sits down with Lisa Sherwin Wulf, Founder of LSW Marketing, to break down the strategic marketing gaps hindering GovCon growth, especially as companies expand from federal to state and local markets.

From unrealistic ROI timelines…to performance marketing myths…to why SLED can quietly outspend Fed…this episode challenges long-held assumptions about public sector marketing.

If you're frustrated with a slow pipeline, weak conversion, or event-heavy strategies that aren’t delivering, this conversation will recalibrate your approach.

What You’ll Learn:

• Why Fed and SLED require fundamentally different marketing strategies
• The KPI indicators most GovCon teams ignore
• Why “just go to more events” is a dangerous mindset
• The real role of AI in marketing productivity (and risk)
• Why evergreen content still wins if you use it correctly

Timestamps:

00:02:00 – Marketing expectations vs. GovCon reality

00:05:00 – Why the public sector doesn’t convert like the commercial

00:20:00 – The SolarWinds experiment: Contact Us vs. Free Trial

00:22:00 – Fed vs. SLED strategy differences

00:31:00 – Will AI replace marketers?

00:36:00 – Wulf Cocktail Den & creative branding

Resources:

Chelsea's LinkedIn profile

Lisa's LinkedIn profile

LSW Marketing website

🎧 Listen now on:

🔹 Apple: https://podcasts.apple.com/us/podcast/govcon-unscripted/id1766384482

🔹 Spotify: https://open.spotify.com/show/1NL0kFAvmgECLTJpUZYNHy

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Join our #govcon #community:

https://www.linkedin.com/groups/14618490/

New to GovCon? Here's a guide:

https://share.hsforms.com/288nO18bsRCCmdJZL66pClwbzmvx

21 AI Prompts to Supercharge Your GovCon BD Engine:

https://collaborativecompositions.com/21-ai-prompts-to-supercharge-your-govcon-bd-engine/

AI Prompt Guide for Federal Contractor Marketing:

https://collaborativecompositions.com/ai-prompt-guide-for-federal-contractor-marketing/

18 AI Prompts to Build Your GovCon Growth Strategy:

https://collaborativecompositions.com/18-ai-prompts-for-govcon-growth-strategy/