The marketing lessons learned for government contractors in year 1 of Trump 2.0

One year into the Trump administration, government contractors now have something far more valuable than speculation: evidence.

As we look back, 2025 made clear that this White House is focused on results. Agencies are under pressure to move faster, operate more efficiently, and demonstrate real-world impact from technology investments. For contractors, that clarity needs to shape their marketing and messaging for the year ahead.

The fundamentals of federal marketing remain the same. Federal officials are still human  beings. They still respond to ideas that are easy to understand and clearly tied to mission success. What has changed is the premium placed on outcomes and the expectation that technology, particularly AI, will deliver measurable gains.

Outcomes First, Technology Second

The most effective contractor marketing approaches in 2025 led with outcomes, not features.

Programs that gained traction were framed around what changed after deployment. Processing times dropped. Costs declined. Decisions improved. Missions accelerated. The technology mattered, but only as the enabler of those results.

In 2026, contractors should continue to shift away from feature-heavy marketing. Instead, lead with what your solution allows an agency to do that it could not do before. If AI reduces manual work, quantify the hours saved. If automation improves accuracy, show the delta. If data analytics drive better decisions, explain what decisions improve and why that matters.

This administration is receptive to innovation, but only when innovation is tied directly to performance.

AI is a Practical Tool, Not a Buzzword

AI emerged in 2025 as a central theme across agencies, but successful contractors treated it as infrastructure, not magic.

The marketing that resonated most positioned AI as a tool for efficiency and effectiveness. That included speeding up case review, improving threat detection, reducing backlogs, and enabling smaller teams to manage larger workloads. What did not resonate were abstract promises about transformation without a clear operational payoff.

In 2026, contractors should emphasize applied AI. Focus on where models are already improving workflows, reducing error rates, or augmenting human decision-making. Be clear about boundaries, oversight, and reliability. Confidence grows when expectations are realistic.

The goal should not be to sell AI. Anyone can do that. The goal is to show how AI helps agencies do more with what they have, and how your company can make that a reality.

Efficiency Is a Feature

Arguably, the most important lesson from 2025 for contractors is that efficiency itself has become a core value proposition.

Agencies are being asked to deliver more capability without proportional increases in budget or headcount. Contractors who framed their offerings around efficiency gains found receptive audiences.

For the year ahead, marketing should explicitly address how technology reduces friction. That includes shortening acquisition timelines, simplifying compliance, lowering maintenance costs, and minimizing operational burden. Efficiency is not just about savings. It is about speed, resilience, and scalability.

Contractors should not assume the value of efficiency is self-evident. Spell it out. Show how resources are freed up and redirected toward mission priorities.

Effectiveness Over Process

Another clear signal from the first year of Trump’s second presidency is that effectiveness matters more than adherence to process for its own sake.

If your marketing lacks near-term impact, it will struggle to get attention. Without that piece, marketing that emphasizes frameworks, governance models, or multi-year roadmaps will feel incomplete. In contrast, messaging that highlights improved mission outcomes within months, not years, resonates strongly.

That does not mean cutting corners. It means focusing marketing on what actually improves performance. Faster systems enable faster decisions. Better data improves confidence. Smarter automation improves consistency.

Tie every process improvement back to effectiveness.

A Clear Path Forward for 2026

The opportunity for contractors remains significant. This administration is open to technology that delivers results and supports agency missions in tangible ways.

The contractors who succeed will be those who market with clarity, optimism, and precision. Lead with outcomes. Present AI as a practical advantage. Emphasize efficiency and effectiveness as strategic strengths.

The lessons of 2025 are clear. The path for 2026 is even clearer.

Show what works, how it works, and why it matters.

Sean O'Leary is a senior vice president with Susan Davis International, a public affairs and strategic communications firm.