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Vertical Marketing in Identity Verification: The...

Vertical Marketing in Identity Verification: The Synergy between Public Sector and Commercial Marketing

About the Episode

How much does public sector marketing differ from commercial marketing?

They may seem worlds apart at first glance (and there are some key differences), but in the world of identity verification and fraud risk, business-to-government (B2G) marketing for the public sector is much more like B2B marketing for the private sector than we may realize.

What can we make of their similarities and differences? To find out, we met with Brian Chidester and Heather Adams to discuss vertical marketing in the identity verification and fraud risk industry.

In this episode of the Real Talk Real Results podcast, Brian, Heather, and Rita Matuzic discuss:

  1. How the B2G market sees itself and why government marketing requires an evolving vertical marketing strategy
  2. How ABM strategy and vertical marketing inform sales analysis, account strategy, and personalized messaging across verticals
  3. The inevitable challenges in personalized messaging—and how to prioritize ABM initiatives for maximum impact in both public sector and commercial marketing
  4. Why B2G marketers shouldn’t rely on one marketing channel (and what to do instead)
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With complimentary expertise in public sector, account-based marketing, and demand generation, Brian and Heather provide a wealth of insights around how to prioritize your marketing efforts and make them more effective no matter the vertical market. The pair also offer sound advice on not only using data in decision-making, but in building trust between marketers and sellers.

Tune in to learn more about the Real Talk Real Results you can achieve when personalization meets the procurement cycle.

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Heather Adams

Heather Adams, Head of Revenue Marketing at Socure, is a seasoned professional with over two decades of experience building high-performing, revenue-driven marketing teams. At Socure, she spearheads the Digital Demand, Campaign, Account-Based Marketing (ABM), Marketing Operations, and Business Development groups.
With expertise spanning diverse industries—including Financial Services, Security, HR Technology, Supply Chain, IT Infrastructure, RevTech, and Hospitality—Heather excels in cultivating synergy between sales and marketing teams. Her focus is on propelling growth for complex, enterprise-grade technology solutions. Heather’s passion lies in developing marketing strategies and teams that catalyze cross-functional success within revenue organizations.

Brian Chidester

Brian Chidester is the Head of Industry Strategy for Public Sector at Adobe and the host of “The Government Huddle Podcast” from GovExec. Formerly, Brian served as the Head of Public Sector Marketing at Socure. He also has held global public sector leadership roles with Genesys, OpenText, Appian, Monster Worldwide, Arrow ECS, and S&P Global, where he was awarded Best in Show – Lead Generation at the 2014 MarketingSherpa Email Awards. Mr. Chidester holds a B.S. in Communications Studies from Liberty University, is a Board Member for the University of South Florida – Muma College of Business, an advisor to the G20 Global Smart Cities Alliance at the World Economic Forum, an Advisory Board Member for DigiGov Central and a member of the Forbes Technology Council.

Rita Matuzic

Rita Matuzic is the host of the Real Talk Real Results podcast. She has over 12 years of experience in demand generation and digital marketing, designing and implementing global campaigns that improve brand awareness, drive revenue generation, and engage buyers throughout the customer lifecycle. Rita’s experience spans multiple focuses in the IT industry, including cybersecurity, fraud protection, DevOps, test data management, digital workspace, cloud security, and compliance.
Rita

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