Day two of GAIN 2016 is wrapping up. One of the most exciting features of this conference was the plethora of federal insiders sharing advice with B2G marketing professionals.

Government marketers are always asking themselves ‘what does my customer want?’ or ‘how are my targets consuming information?’. Well, at GAIN 2016, Government IT decision makers took the stage to answer just those questions. Here are three top tips they had for B2G marketers:

Know thy customer.

Study the many different roles and responsibilities within federal organizations. Make it a point to understand your prospect’s motivations and pain points. Go into the meeting KNOWING what keeps your client awake at night, not asking.

Know who YOU are.

You cannot be all things to all people. You will overwhelm your prospects and yourself if you try to be everywhere at the same time. Define your niche and stick to it.

Differentiate yourself.

The best way to do this now is through CX. Research from Gartner shows that 89 percent of companies today expect to compete mostly on the basis of customer experience, versus only 36 percent five years ago.

Thanks for joining us in our coverage of GAIN 2016!