With so much in flux with the government these days, tech vendors and other government contractors are needing to realign their marketing mix for a far different environment than we have seen in quite a while. At W2 Communications, we were curious how communicators and marketers at these companies are setting their priorities in this shifting landscape. So, we asked them.
Our recent FY26 Public Sector Marketing Priorities poll confirms that the federal marketing landscape is certainly in transition. There is a growing emphasis on proving value, promoting differentiated thought leadership, and strategically using AI to connect with government audiences.
Here is a summary of what respondents shared with us:
Shifts in Marketing Priorities for FY26
Content remains king in the public sector space. A full 84.6% of respondents selected content marketing as one of their top three priorities for FY26, followed by events as the next highest priority at 76.9%. These top two choices show a focus on education and credibility-building. Social media (42.3%) and public relations (30.8%) retain relevance, suggesting that well-tested channels still outperform digital experimentation in reaching decision-makers. Media buys, which are often a key indicator of broad outreach spending, was prioritized by only 23.1% of respondents. This suggests that resources are being focused on credibility and personal engagement to drive value. With more people turning to AI platforms for search and these platforms prioritizing mentions in publications (demonstrating credibility over a paid placement), such a strategy makes increasing sense.
Branding Takes the Lead Over Lead Generation
When asked whether they were shifting their budgets toward brand building, lead generation or other priorities, 41.7% cited brand building as their top focus. Only 29.2% leaned toward lead generation, while another 29.2% selected “other,” noting niche goals such as improving customer experience or data visibility. This result marks a subtle but notable shift from transactional marketing toward perception management—reflecting a maturing environment in which reputation and trust increasingly influence government contract opportunities.
Emerging Strategic Goals for FY26
In asking what ‘next level’ goals respondents will set to up their game in shaping agency engagement strategies, we found this prioritization:
- Increasing thought leadership (72.7%) – Government marketers now view this expertise as prerequisite table stakes, along with being a key differentiator.
- Amplifying proof of results (59.1%) – This is increasingly necessary as government program managers, buyers and agency leaders want tangible evidence that a solution works – not a restatement of problems they already know they have.
- Revisiting or refreshing messaging (54.5%) – While companies should revisit their messaging at least annually, it is now more important than ever to keep your message aligned to new Executive Orders and other mandates and rules in this dynamic environment.
- Analyzing customer touchpoints to reduce friction (50%) – Always a good practice, government marketers should give a hard look at the process of interacting with their company – digitally or otherwise – from the customer’s point of view.
- Integrating new tools and channels (36.4%) – The lower prioritization of adopting new tools and channels may indicate an intent to stick more with the tried-and-true, rather than experiment in a volatile environment.
Top Marketing Concerns for 2026
Our findings suggest an unease around the political and fiscal uncertainties that accompany changes in agency leadership and directives. The top three concerns respondents have were:
- Aligning company messages with new federal directives (71.4%)
- Establishing relationships with new decision-makers (66.7%)
- Potential agency budget cuts (38.1%)
More than one quarter of respondents (28.6%) also cited lack of clarity in government priorities as a barrier to effective positioning. These concerns reflect an industry adjusting to turnover, new budget realities and evolving mission focus across federal agencies.
A Need to Increase Brand Awareness
On a five-point scale, the majority (57.9%) of respondents rated themselves a “3” in terms of their brand’s awareness within their target government markets. Given the fierce competition and new players across a breadth of agencies, this shows definite room for improvement in brand building.
The Expanding Role of AI in Public Sector Marketing
AI adoption emerged as a major growth area for FY26. A full 94.7% of respondents reported plans to use AI for written content creation, 78.9% will use it for market research, and 57.9% for visual content creation like images. A growing adoption of AI tools indicates that government marketers are beginning to actively operationalize automation – a dramatic shift from even two years ago.
Government Communications and Marketing – a Changing Environment
The poll results show a need for both continuity and reinvention. Familiar, well-tested channels like content, events and relationship-building remain the foundations of effective public sector engagement. But at the same time there is a shift toward credibility-based marketing, greater technology adoption and messaging that both stays true to a company’s value while adapting to a dynamic, shifting landscape.
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Poll conducted Sept/Oct 2026. Based on 34 total participants, the findings provide a snapshot of how government communicators and marketers are preparing for federal FY26.
Please note that while the perspectives, opinions and insights container herein are 100% original to the author, a portion of the initial draft was created with the assistance of AI.