The Future of GovTech Marketing: Data, Trust & Customer Relationships

What does it take to build a user conference from scratch, market to public-sector customers, and lead a team through constant change? Clark Newby sits down with Jennifer Edwards, CMO of Euna Solutions, to unpack the strategies behind all three. Jenn shares how Euna Solutions went from having no user conference to launching Eunaverse, its first customer event, just nine months later—with roughly 250 attendees in year one and plans to build it into a much larger annual community. She explains how her team balanced branding, venue selection, budget constraints, and the unique needs of public-sector customers while building a repeatable event strategy. The conversation also explores what makes marketing to government, education, nonprofit, and other public-sector organizations different. With longer sales cycles, regulatory and compliance considerations, and intense accountability around public spending, building trust and demonstrating value are critical. Clark and Jenn dig into how Euna combines data-driven marketing with relationship-driven marketing, including intent data, propensity data, customer advocacy, and a go-to-market command center designed to help sales teams understand where target accounts stand. They also discuss the complexities of building partnerships with major ERP platforms like SAP, Workday, and Oracle, including how to create clear expectations and accountability when partners can sometimes have competing solutions. Finally, Jenn shares her perspective on becoming a change agent, why trust and accountability are foundational to high-performing teams, and why marketers should resist the idea that they've already "figured it out." She also explains why getting involved in communities—professional or otherwise—can create relationships, mentorship opportunities, and unexpected career connections. ----- CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn:   / lead.  . Twitter:   / leadtail   Facebook:   / leadtail   Instagram:   / leadtail   ---- 00:00 — The Tension Between Marketing & Go-to-Market 00:37 — Building Euna’s First User Conference 04:15 — How to Launch a Conference From Scratch 06:43 — Marketing to Public-Sector Customers 09:42 — The Unique Challenge of Public Budgets 11:34 — Using Data & Customer Advocacy to Drive Growth 14:41 — Building Strategic Partnerships With SAP & Workday 17:12 — Becoming a Change Agent as a Marketer 20:19 — Why Marketers Must Stay Curious & Adaptable 23:00 — Why Community Is Essential to Building Relationships #b2bmarketing #b2b