Discover the power of skyrocketing your eCommerce sales – Talk to an expert

B2G Marketing: Understanding Strategies and Best Practices for Government Sales

What is Business-to-Government Marketing?

Business-to-Government (B2G) marketing refers to the marketing and sales activities conducted between businesses or organizations and government agencies, departments, or institutions to sell products, services, or solutions for government procurement or public sector projects. It refers to the strategies and tactics used to promote products or services from businesses to government entities.

How does B2G Work?

By understanding government procurement policies and market dynamics, organizations can tailor marketing messages, compliance documentation, and value propositions to government needs and priorities, demonstrating capabilities, reliability, and value for money in serving public sector requirements and missions. 

B2G marketing encompasses various channels and tactics, such as request for proposal (RFP) submissions, vendor showcases, and industry conferences, to engage with government buyers, influencers, and stakeholders and position offerings for government contracts, grants, or projects.

B2G in Academia

In academia, B2G marketing is studied within the fields of public procurement, government contracting, and public-private partnerships. Researchers investigate B2G marketing strategies, such as bid management, vendor registration, and government relations, to understand their role in navigating regulatory requirements, procurement processes, and decision-making dynamics in government markets and contracting environments. Academic studies on B2G marketing also explore government buyer behavior, procurement trends, and contract performance metrics, as well as B2G branding, bid evaluation criteria, and vendor performance assessment, to support strategic planning and execution of B2G marketing initiatives that drive business growth and public sector partnerships in government markets and industry sectors. The most obvious example of B2G marketing is probably government contracting. For example, companies like Delta and Kratos have served as defense contractors for the military.

Also Read Behavioral targeting.

Behavioral Targeting is a technique used in online advertising and publishing, where data from visitor browsing habits is used to display relevant ads and offers and improve campaign effectiveness. It allows advertisers and publishers to target customers based on their behaviors across different websites. For example, if someone browses Amazon for cooking knives without making a purchase, Amazon’s advertising network can show this visitor more ads for knives on other websites, increasing the eventual likelihood of a purchase.

Explore other related terms only on

Frequently Asked Questions On B2G.

What is B2G markets?

Business to government (B2G) is the marketing and sale of goods, services, and information to government entities. The term applies to all government entities at all levels- federal, state, and local.

What is an example of B2G marketing in India?

An example of B2G marketing in India is Senseware. 

Senseware is an internet solution service provider, with the main product being a complete IoT Technology Stack.

What is lead generation for B2G companies?

Lead generation involves attracting interested people to your business and continually increasing their interest over time to convert them. With B2G lead generation, your focus is on targeting government officials looking to contract work to businesses like yours.

Related Glossary

Request A Demo