Defense & Aerospace · Marketing

Samso Industry Demo · Updated May 2026

Marketing for Defense & Aerospace

Defense marketing is capability briefs, PEO + PM-office engagement, industry-day presence, and trade-press placement - not consumer marketing and not product marketing. Samso runs the always-on engine for a $420M-revenue mid-tier prime: 38 capability briefs published LTM, 62 PEO + PM-office touchpoints per quarter, AFA + SOFIC + I/ITSEC + Sea-Air-Space presence, and trade-press placement across Defense News, Breaking Defense, Aviation Week, and Inside Defense - every piece compliance-screened (no ITAR specifics, no program-name leaks). Industry-day inquiry conversion the imperfect: 18% vs 28% target.

Function KPIs · how the marketing org reads its own week

Capability briefs published (LTM)

38

+12 LTMCompliance-screened · no ITAR specifics · no program-name leaks

PEO + PM-office touchpoints / qtr

62

+18 LTMPEO Aviation · PEO C3T · NAVAIR · NAVSEA · SOCOM · SDA

Industry-day inquiry conversion

18%

vs 28% targetCapability brief landing slowly with PM offices · Q2 imperfect

Trade-press placements / qtr

8

SteadyDefense News · Breaking Defense · Aviation Week · Inside Defense

Monthly comms output by audience - last 12 months with cumulative target-customer inquiries overlay

MONTHLY · COMMS PIECES · STACKED BY AUDIENCE · CUMULATIVE INQUIRIES OVERLAY · MOCK DATA

011223344PIECES / MO52284CUM INQUIRIESACTUALFORECASTJUNJULAUGSEPOCTNOVDECJANFEBMARAPRMAY

Customer + Hill comms

PEO + PM offices (capability briefs · white papers · RFI responses · sources-sought)Hill + analyst + GAO + CRS (committee staff briefings · CRS reports · ASD ASD(A&S))Trade press (Defense News · Breaking Defense · Aviation Week · Inside Defense · Jane's)

Stakeholder + community

Industry day + AFA · SOFIC · I/ITSEC · Sea-Air-Space + customer-comms (PM orgs + program comms)

Twelve services · sized to defense & aerospace

Each tile is what Samso runs in this function for a defense & aerospace org.

01 · Service

Blog Post Generation in Brand Voice

Capability narrative posts, mission-focused write-ups, and program retrospectives in editorial voice - every draft compliance-screened, no program-name leaks, no ITAR specifics.

Posts / mo

8

Compliance pass

100%

02 · Service

Newsletter & Daily Brief Pipelines

Quarterly capability brief, monthly customer-comms letter to PM offices, and trade-press digest - drafted, queued for security + comms review, then sent.

Subscribers

4.8K

Open rate

48%

03 · Service

LinkedIn Content Engine

CEO + program leads + BD voice on capability themes, mission outcomes, and Hill commentary - screened for ITAR / classification + DoD-cleared release.

Posts / wk

5

Followers

+18% LTM

04 · Service

Cold Outreach Sequences

PM-office introductions, industry-day RSVP, sources-sought response, and analyst initiation - sequenced from public RFIs and sources-sought notices.

Targets / qtr

180

Response rate

26%

05 · Service

SEO Content Briefs

SERP-aware briefs for capability-page SEO around mission, vehicle class, and program areas - competitor gap and target keywords with peer-prime positioning.

Briefs / mo

6

Top-3 rankings

+18% LTM

06 · Service

Case Study Production

Mission-outcome case studies on sustainment wins, on-contract delivery, and IRAD demos - drafted from program data, every fact compliance-screened pre-release.

Case studies / qtr

3

Compliance pass

100%

07 · Service

Ad Copy Variant Generation

Cleared-talent recruiting variants, capability-statement distribution, and industry-day campaign drops - DoD audience targeted, no ITAR specifics, no consumer ads.

Variants / qtr

32

Channels

4

08 · Service

Landing Page Copy & Wireframes

Capability-statement, industry-day, IRAD, and recruiting landing pages with conversion-tuned copy + low-fi wireframes - DoD-cleared release process baked in.

Pages / qtr

6

Conversion lift

+14%

09 · Service

Press Releases & Media Pitches

Award announcements, milestone deliveries, and partnership news - synced to DoD-cleared release process with security + legal sign-off before pitch.

Releases / qtr

6

Trade pickup

84%

10 · Service

Competitive Intelligence Briefs

Live briefs on peer primes + Tier-1 subs - capability postures, IRAD spend, awards, OCI exposures - refreshed monthly from public filings + GAO protests.

Primes tracked

12

Cadence

Monthly

11 · Service

Podcast & Video Repurposing

CEO panel appearances, industry-day talks, and program walk-throughs chopped into clips for trade and recruiting audiences - security review before each export.

Episodes / qtr

3

Clips / episode

14

12 · Service

Lead Magnet Creation

Capability statement, IRAD overview, and mission-area primer produced end-to-end - for PM-office introductions, industry-day handouts, and analyst initiation.

Magnets / yr

5

Lead conversion

20%

What you get · every week & every month

Concrete deliverables, not just dashboards.

Deliverable

Weekly customer + Hill engagement report

Every Monday: PM-office and PEO touchpoint status, Hill + GAO + CRS engagement log, upcoming industry-day and trade-show presence, and inquiry-conversion delta surfaced for BD + comms.

Deliverable

Monthly capability-brief publication queue

Capability briefs in flight by mission area + program type, security + legal review status, planned distribution to PEO + PM offices, and trade-press placement plan for the month.

Deliverable

Quarterly trade-show + industry-day plan

AFA · SOFIC · I/ITSEC · Sea-Air-Space presence plan with capability-statement variants, briefing room asks, exec speaking slots, and post-show inquiry-conversion review.

Deliverable

Always-on capability-statement library

Live capability-statement library by mission area, customer, and program-type - versioned with security + legal review log on every prompt, ready for PM-office hand-off.

Defense & Aerospace · Marketing

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