Welcome to the world of B2G – business to government marketing strategy– a specialized subject with a plethora of rules and regulations, many of which can be bewildering, but with enormous potential if pursued appropriately. Similarly, promoting your company to win government contracts can be a tricky business — but with the correct coaching, it's doable.
Navigating Business to Government Marketing Strategy
The first excursion into business to business (B2B) or business to consumer (B2C) for a company that is more used to B2B or B2C may appear frightening. Even the most seasoned company marketers try to avoid it. That has left a tiny number of dedicated B2G marketers — businesses that have devised new ways to reach their target audiences, establish their brands, and contribute to their company's financial success while adhering to a complex set of laws. With numerous companies bidding on the contract, these guidelines are intended to level the playing field and ensure fair competition.
To market to the government successfully, you must have a business-to-government marketing strategy and a thorough understanding of the procurement process. When spending federal grants, loans, and aid funds, most federal agencies, as well as some states and localities, must adhere to the Federal Acquisition Regulation (FAR) standards. The Federal Acquisition Regulation (FAR) is the primary collection of rules for federal procurement in the United States, and it contains over 2,000 pages of specific requirements for both government purchasers and commercial vendors.
Many of these rules have immediate implications for marketers. For example, what constitutes a "gift" to a government employee has very strict guidelines, including the financial amount ($25 or less) and the number of "gifts" a corporation can give to a government employee in 12 months. The inclusion of marketing or commercial content is usually prohibited in Requests for Proposals (RFPs). Furthermore, to preserve a level playing field, many government procurement officials may refuse to meet with potential bidders personally after an RFP is in the draft stage.
You're undoubtedly wondering why anyone would want to market to the government if you've read this far. For many people, the benefits of securing government contracts exceed the drawbacks and complications.
The following are some of the advantages:
Long-term contracts: Winning bids are frequently awarded contracts that last five years or longer. They are also significantly more stable than similar work in the private sector.
Scalability: Understanding the intricacies of government contracting can often pay off in the form of several more contracts.
Small-business friendly: Federal regulations frequently distribute a specific number of contract dollars to small enterprises, leveling the playing field even more.
How to Get Started
With over 4 million enterprises fighting for government cash, it's more important than ever to demonstrate value and differentiate yourself from the competition. To target big groups of agencies with a unifying aim, such as healthcare, defense, or infrastructure, B2G marketers build strategies that closely coincide with CEO objectives and sales executives.
For certain prospects, individual agencies may demand an account-based strategy or even a deal-based strategy. Thought leadership, as well as an appealing, easy-to-navigate website, strong distinctive messaging, case studies, testimonials, and evidence of excellent historical performance, are all critical components of the B2G toolbox. Another important part of B2G marketing is corporate social responsibility. Customers in the government want to know that the companies with whom they do business are contributing back to the areas in which they operate.
One of the most important things you can do to jump start your B2G efforts is to hire an expert B2G marketer who can help you position your organization for sales and reputational success with government customers while avoiding the very real hazards that come with this market.
We've spent many years in planning business to government marketing strategies and also assist businesses in navigating the challenges of B2G and fostering success. We can provide our expert knowledge as part of a fractional engagement, assisting you in developing your B2G savvy and establishing a government contracting center of excellence.
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