Marketing as a Strategic Growth Driver | Branding the Beltway EP.3 (w/ Liz Anthony)

What happens when marketing stops being a support function and starts driving strategic growth? In this episode of Branding the Beltway, Stacey Piper sits down with Liz Anthony, Managing Director, Federal Market & Competition Strategy at Maximus for a dynamic conversation about transforming marketing inside government contracting organizations. Together, they unpack how aligning marketing with sales, business development, technology and growth strategy enables greater agility and measurable impact. Liz shares her perspective on why marketers need a real seat at the table—and how embedding them into delivery teams creates stronger insights and faster responses to shifting agency needs. They explore how traditional annual marketing plans are no longer enough in today’s fast-paced environment. Liz advocates for agile planning tied to both long-term business goals and near-term opportunity pipelines, with regular monthly reviews that allow teams to pivot quickly. She also emphasizes the importance of building trust across departments, equipping marketing teams with diverse skill sets, and fostering a “test-and-learn” culture that not only improves outcomes but also helps retain top talent. Throughout the conversation, Liz offers practical examples of how to move from messaging about capabilities to messaging about outcomes—and how tools like video content, marketplace communication, and social listening can drive customer engagement and brand relevance. She also highlights the metrics that matter most when marketing is treated as a true business investment, from brand awareness and deal influence to customer engagement and pipeline contribution. This episode is a must-listen for CXOs who want marketing to play a more strategic role and for marketing leaders looking to elevate their team’s influence in the GovCon space. To connect with Liz, follow her on LinkedIn:   / anthonyliz   Learn more about Maximus by visiting their webpage: https://maximus.com/ Get in touch with host Stacey:   / staceypiper   Visit Piper Strategies: https://piperstrategies.com/