Скачать или смотреть Mastering Public Sector ABM: RFP Reality, Hidden Buyers & CTV Wins (Episode 74)

Public sector ABM is a different game—RFPs, elected officials, and buyers who rarely touch LinkedIn.
Brittney Overstreet Hamer shares how to influence complex deals, stay top-of-mind, and prove impact with a tiny TAM.

In this Let’s Talk ABM, Brittney Overstreet Hamer unpacks what changes when your ICP is government and healthcare. From procurement rules and elected-official influencers to multi-year cycles, Brittney shows how alignment, pilot proof, and “beyond ICP” thinking set ABM up to win.

We dive into operating mechanics: one-to-one structure across a small TAM, people-based advertising, and why LinkedIn alone won’t reach your buying committee. Brittney reveals the channels that actually work, how her team arms account managers with contact-level engagement and intent signals, and why marketing’s job is often to influence pipeline, not “source” it.

You’ll hear pursuit marketing tactics for RFPs—how to shape messages pre-RFP, then pivot when the document drops. Plus, a surprising test: Connected TV (CTV) drove a 66% lift in target-account website traffic in just three months. Brittney also previews practical AI: dynamic content experiences that tailor by role and behavior without spinning up 40k landing pages.

Ultimately, this is a field guide to public sector ABM: stay aligned, experiment relentlessly, and report what leaders value—penetration, engagement, and revenue influence.

Brittney Overstreet Hamer is a ABM practitioner with 8+ years building account-based programs across government and healthcare. She specializes in pursuit marketing, people-based activation, and sales partnership in small-TAM environments.

In this episode, you’ll discover:
01:11 — The #1 condition for ABM success: alignment & pilot proof
05:24 — Public sector realities: red tape, longer cycles, elected officials
08:11 — Procurement playbook: pre-RFP influence and rapid pivots post-RFP
10:26 — Why ABM fit/timing matters more than “we want this logo”
12:02 — Account selection without rigid thresholds (and why)
13:13 — One-to-one structure across a small TAM (and tiering by message depth)
14:34 — Digital + events: how intel from conferences fuels ABM
15:49 — Measuring what matters: account penetration & contact-level engagement
17:23 — Influence vs. source: how marketing impacts pipeline in public sector
19:14 — Staying top-of-mind against a few, well-known competitors
21:10 — The one-to-one account manager model (and why it works)
22:17 — “Arm us with insights”: using intent to spot surprise RFx activity
24:57 — Always Be Experimenting: why playbooks don’t always port
26:24 — CTV test: +66% target-account traffic in 3 months
27:29 — Targeting CTV at the account level for cleaner reporting
29:03 — AI content experiences that personalize by role & behavior
30:53 — Biggest learning: Always be experimenting

Chapters:
00:00 – Intro: Brittney Overstreet Hamer (Public Sector ABM)
01:11 – Alignment & pilots: conditions for ABM success
05:24 – What’s different in public sector ABM (RFPs, officials, cycles)
06:58 – Mapping beyond the account: finding external influencers
08:11 – RFP reality: pre-RFP influence, post-RFP pivots
10:26 – Core challenge & why ABM fits small-TAM environments
11:12 – Customer expansion as “new logo” within solution lines
12:02 – Selection without hard thresholds; tiering by potential
13:13 – One-to-one setup vs. one-to-few/one-to-many (how they decide)
14:34 – Digital + conferences: intel loops to sales
15:49 – Metrics: account penetration & contact-level engagement
17:23 – Influence vs source pipeline: framing ABM’s impact
17:43 – Low LinkedIn activity: using display & Facebook
19:14 – Staying top-of-mind in a tiny, competitive market
21:10 – 1:1 account managers: hybrid sales/CS model
22:17 – Arming sales with insights: intent that changes timelines
24:57 – Always be experimenting (ABX = always be experimenting)
26:24 – CTV pilot: 66% lift in target-account site traffic
27:29 – Account-level CTV targeting & reporting
29:03 – AI for dynamic content experiences (by title & behavior)
30:53 – Rapid fire: learning, hardest part, misconception
32:36 – CEO advice: make it relevant to exec outcomes

🔔 Subscribe for ABM playbooks that work in regulated/public sector environments.

💬 Comment below: How do you influence RFPs without LinkedIn? Jump to 08:11 and 17:43.

🔗 Resources:
Let’s talk ABM podcast interview archives (https://hubs.la/Q03QD55V0)
strategicabm, ABM agency (https://hubs.la/Q03QHs_v0)

Follow:
Host: Declan Mulkeen (  / declanmulkeen  )
Guest: Brittney Overstreet Hamer (  / brittneyoverstreet  )

Public sector ABM strategies for government & healthcare: RFP influence, elected-official personas, people-based ads, display/Facebook, CTV, intent data, account penetration, contact-level engagement, AI content experiences, small TAM.

#abm #publicsector #govtech #healthcare #rfp #accountbasedmarketing #ctv #IntentData #b2bmarketing #letstalkabm