What is B2G Marketing?

As we note in "What is B2B Marketing ?” selling to an organization such as a business or government agency presents the marketer with challenges which are distinct from the consumer sale; however, marketing to a government agency (Business-to-Government, or B2G marketing) is also different than selling to a business customer.

 

Unlike a government agency, a business is tasked with turning a profit for the benefit of its shareholders. Private companies may have more flexibility in how they prioritize profit with other objectives, but in the end, making money is their top priority. Government agencies have fiscal constraints and requirements also, of course, but actually making money is never at the top of their priority list. They exist because they are tasked by the people they serve to achieve a specific mission. These objectives, and how they are to be met, are set out in complicated combinations of laws, regulations, policies and operating directives and are influenced heavily by their political environment, which shifts constantly.

 

These dynamics are just as true at the local level as they are at the state, federal and international levels and the business that sells to these agencies must understand the unique political, legal/procedural and practical factors at play around each government department they serve. They must also understand the “business ecosystem” of companies which commonly partner to win large government contracts in any specific government market. This article is a brief look at how the “Six Ps + Branding” marketing mix is affected by the B2G uniqueness. All these themes will be explored in greater depth in this blog and the B2B Expert’s Forum as well, so sign up for them, contribute your experience and together we’ll all be smarter!

Read on to see how Branding and the 6 Ps apply to B2G Marketing.