THE HAPPINESS INDEX
Government marketing – it's a tough job.
Acronyms, inertia, and oh so many events. But, we have to admit, it can be pretty great too.
So, how happy are government marketers?
Are there common themes among the happiest?
MeriTalk surveyed attendees at the 2018 GAIN conference to find out.
THE HAPPINESS INDEX
KEYS TO HAPPINESS
image/svg+xml 0 % of government marketers are happy about their work 0 % are very happy Attend training sessions or educational opportunities at least once a year NEVER STOP LEARNING 86 % Oversee projects from start to finish SEE THINGS THROUGH 77 % Attend industry events at least quarterly CONNECT WITH PEERS 77 % Have direct access to public sector sales PARTNER WITH SALES 73 % Keep up on public sector industry news STAY IN THE KNOW 73 % Try at least one innovative program a year 64 % THINK OUTSIDE THE BOX
Money can’t buy happiness The happiest marketers are no more likely to expect a 2019 budget increase than their peers.
SPREADING THE LOVE
Where are government marketers winning?
Across all happiness levels, government marketers said their biggest 2018 wins came from:
Custom events
Account-based marketing
Thought-leadership campaigns
Measure to Manage
The happiest marketers are significantly more likely than their peers to say they measure marketing success by the number of deals secured, when they can – 82% to 56%
SPACE TO COMMISERATE
We've all been there.
Where were government marketers' biggest 2018 disappointments?
How will public sector marketing budgets change from 2018 to 2019?
0%
Increase
0%
Decrease
0%
Stay the same
0%
Unsure
Most likely areas to increase spending
  1. #1 Content marketing/digital (68%)
  2. #2 Research/thought leadership (57%)
  3. #3 Custom events (42%)
  4. #4 Webinars/virtual events (41%)
  5. #4 PR (41%)
Most likely area to decrease spending
On the horizon: Extreme targeting and government agency-based marketing
MVPS (MOST VALUABLE PLATFORMS)
According to the happiest marketers, they are:
Most Valuable Least Valuable
Where to next on the road to happiness?
Let us help you find joy in the journey.
MeriTalk's Government Marketing Happiness Index is based on an in-person survey of 63 public sector marketers at the Government Marketing University's GAIN conference in November 2018.