What is B2G (Business to Government) Marketing?
Have you ever sold something to the government? What about some software, office items, or even consulting? It’s similar to b2b, but your client is the government rather than another company.
Local, state, and federal authorities consistently seek methods to enhance their operations both online and offline. This includes everything from cloud storage to building services.
Also, guess what? Your business is the hero that comes in to save the day!
Here’s a quick example to get you going: Remember when NASA and Elon Musk’s SpaceX started to work together? That is the best B2G promotion I’ve ever seen. You have to make sure that what you have to give fits what the government wants and show them why “YOU” can solve their problems.
Why Are B2G Marketing Opportunities Exploding in 2025?
Think about this: Around the world, governments are increasing their spending to deal with big problems like climate change, going digital, and even cybersecurity. The pandemic taught everyone, even governments, that they need to change more quickly. That’s where you, the smart B2G marketer, come in.
So, B2G marketing will be your best bet when governments put a lot of money into infrastructure, tech innovation, and the environment.
They have the cash, and you have a plan.
They have the goal, and it’s your job to execute.
Let’s look at smart towns. Governments want to use IoT devices to make traffic flow better or to make public buildings use less energy. If you have marketable IoT products, you’ll be in B2G heaven!
But there’s a catch.
There is a lot of competition, so if you don’t present your ideas in an interesting way, someone else will.
This is important to keep in mind: building trust and sticking out in a crowded market are more important than how you pitch and sell.
How Does B2G Marketing Work? – Steps Involved
Right now you might be asking, “This all sounds great, but how do I do B2G marketing?”
Do not worry. This is the plan:
1. Understand the Government’s Needs
Governments are like big businesses, but they would never give up on,
- compliance,
- transparency,
- and public welfare.
So start by finding out what their pain points are first. What does it keep them awake at night? Is it old software, problems with road safety, or meeting goals for sustainability? Taking a close look at the daily news can help you get started.
2. Get Listed on Procurement Portals
Procurement portals are like a giant government shopping list. If you want to sell to the government, you need to be on one of their approved vendor lists or procurement sites. Find the official government site and add yourself to the list.
3. Build Relationships with Decision-Makers
Most of the time, having the best products doesn’t help you get a government contract. A friendship based on trust can take you a long way. Go to government events like expos, workshops, or webinars. Talk to buying officers and don’t be shy about connecting with them on LinkedIn.
4. Craft the Perfect Proposal
Government agencies just LOVE detailed proposals.
They would love to know,
- what you’re selling,
- how it aligns with their goals,
- how you’ll deliver it,
- and why you’re better than the rest.
Remember: clarity and adherence to rules are key here.
5. Be Patient (but Persistent)
One thing that might bother you about B2G is that it takes time. It may take a while to get approved, but once you do, you’re in. It’s worth the wait because governments tend to stick with companies they know they can trust.
Example Time!
Let’s say you run a company that does data protection. The government says it is going to improve its security to stop data leaks.
The first thing you should do? Find out what their specific wants are. Find out what types of breaches they are worried about.
Next, register your company on their procurement platform.
Then, go to a tech show or meeting where the person who makes decisions will be and meet them.
Last, send them a great proposal that shows why your answer is the best one for them.
You’re now in the game!
5 Proven Strategies to Win B2G Marketing in 2025
1. Do Your Homework
Picture this: Although you’re about to tell the government about your great idea, you have no idea what they actually need.
That’s like not knowing what the theme of the party is, right? Not going to impress anyone.
Research is the most important part of B2G marketing. The MOST!
What should you look into then?
First, think about what the government wants to achieve in 2025.
- Do they want to use sustainable energy?
- Is security their main worry now that there have been recent breaches?
- Or do they want to change the way infrastructure works?
Knowing what’s most important to them will help you make a plan that speaks to them.
Read more about public spending records or go to any government meetings, events, or conferences where decisions are being made. If you do that, you can get inside information that will help you. You’ll be the first to know about new projects, which is great!
2. Build a Credible Team
Trust is very important to governments. For them, it’s important that you have the skills, history, and team to keep all of your vows. Having a great idea is one thing, but can you go ahead and do it? That’s where your group comes in.
Do not worry if you are a new business. It’s not enough to show how big your team is; you also need to show how strong their skills are and how you can do the job.
Do you think the government would trust a one-person operation to handle a multimillion-dollar project?
Always show off your team in your proposals. Add bios, certificates, and specific projects from the past. Share the wins! Talk about large-scale projects or clients from the public sector that you’ve worked with before.
This gives the government enough trust and shows that you’re not just another vendor.
3. Personalize Your Messaging
We don’t like approaches that are too general and don’t work for everyone. Not at all when selling a business to the government. The government wants you to be as clear, direct, and sharp as possible when you talk to them.
A business won’t pay attention to you if you try to sell them a product and just list some general features and perks. Now picture yourself selling the same thing to the city government. You make it fit their wants instead of giving it general features.
For instance, if the government is focused on green initiatives, you might talk about how your product can cut down on waste or energy use. It’s more likely that this deal will go through.
Make your emails, slideshows, and everything else your own. Using examples and case studies that are directly related to what the government wants to do has been one of the most successful ways we’ve found.
4. Leverage Trust-Worthy Partnerships
If you’re new to business-to-business (B2G), one of the best things you can do is team up with well-known companies that already have contracts with the government. You’ll feel like you have a front-row seat in the B2G world!
But let’s be clear: you’re not just joining forces with anyone. You need to find the right people who can help you get ahead.
You can greatly improve your chances of success by forming strategic partnerships with groups that have a strong connection to the government.
Tip: If you can, work with businesses that are owned by minority people. Contracts that encourage diversity and equality are often given top priority by governments. With these kinds of partnerships, you might be able to beat your rivals.
5. Stay Persistent
Be careful, B2G selling is not for the weak.
It takes a long time to win government contracts. You should not think that you will get the first bid you put in. It might take some time, determination, and a lot of practice to get better at it.
A lot of NOs will be said before someone says YES. Every government works at its own speed, and things don’t always line up. Don’t give up when you get turned down.
If you didn’t win the first bid, think about what you could have done better and try again. Your chances get better as you make your plan better. For B2G sales, persistence is key!
Best Practices for Crafting Effective B2G Proposals
It can be scary to write a B2G application. That’s because of all the little details. Don’t worry, though; a well-written plan could be the key to getting that government contract.
Here are some great ideas for making one that stands out:
1. Know everything about the RFP
Do not type anything until you have a coffee and start reading the RFP (Request for Proposal) like it is your favorite book. What does the agency want? What are the needs, due dates, and standards for evaluation? Outline or use a note-taking app to divide the RFP into smaller, more manageable pieces and make a plan for it to be more clear.
2. Start by writing a great executive summary
The summary is like a written pitch for your idea. It should be short, to the point, and specific to the agency’s needs.
As an example: Our traffic control system, which is powered by AI, has cut traffic jams in cities like [City Name] by 25%. We are excited to bring this tried-and-true answer to the [Government] to make things better for people and speed up traffic.
3. Talk to them in their language
The government loves plans that are clear, follow the rules, and get results. Don’t use a lot of words. Instead, talk about how you can help them.
Instead of this: “Our scalable, cloud-native solution uses agile methods to enable strong operational efficiencies.”
Say this: “Our solution handles real-time traffic data, cuts down on wait times, and makes roads safer for everyone.”
4. Give proof and numbers
Governments want proof. Show off your success with case studies, recommendations, or even the results of a pilot project.
“In a pilot project with [City/Department], our solution cut down on car accidents by 15% in just six months.”
5. Make each proposal unique
Please don’t make general suggestions. Your plan should take into account that each government agency is different.
If one agency puts a high value on the environment, change your marketing message to stress how your product cuts down on emissions. Cost savings shouldn’t be brought up if they’re not interested and have other goals.
6. Make sure you meet the compliance standards
If you don’t follow the rules, you won’t be able to pass government checks. Be sure to look in all of the boxes for technical specs, licenses, and forms. Before you turn in your work, check it again or have an expert look it over.
7. Give a clear push to act at the end
Do not make them guess. Tell the agency what you want them to do next: set up a demo, ask for a more in-depth meeting, or begin a test program.
Real-World Example: How Sriram’s Appointment in the White House by Trump Reflects B2G Opportunities
Here comes Sriram Krishnan, a tech leader who used to work as a venture investor and is now the White House’s Senior Policy Advisor for AI.
It’s a huge endorsement for companies and entrepreneurs who want to work for the government.
Here’s why Sriram’s new job is a great opportunity to learn about business-to-government marketing.
1. Government Seeks Expertise and Innovation
President Trump of the United States noticed Sriram’s extensive knowledge and creative thinking. They hired him as a Senior Policy Advisor for Artificial Intelligence at the White House because of this.
Sriram started his career at Microsoft and has since been in charge of Facebook, Twitter, and Snap. His path shows how high-level skills can help you get high-level government jobs.
Firms that use cutting-edge technologies, like AI, sustainable energy, or cyber security, have a great chance to get the government’s attention and make things better.
To sell your product to the government, all you have to do is follow the best practices talked about in this blog post.
2. Building Trust with Governments
Sriram’s success was based on trust and respect more than on his technical skills. He went from making Windows Azure to helping Elon Musk restructure Twitter. This is a great example of how businesses can build credibility with the government. As governments try to figure out how to control AI, they are turning to professionals.
Pro Tip: You can get B2G contracts by building a good reputation, making connections with leaders in your field, and regularly providing value.
3. Networking and Thought Leadership: Key Drivers of B2G Success
Sriram is a star in the tech world, as shown by his podcast, The Aarthi and Sriram Show, in which he talks with tech leaders like Elon Musk. He has always set himself up as a thought leader. And that made him the subject of all those very important debates about how the government should make decisions.
Starvara – B2G Marketing Services
A great example of how businesses, brands, and governments are working together to shape the future of a country is testified by Sriram Krishnan’s appointment.
When a business, no matter how big or small, wants to get into the B2G marketing, the most important things to remember are that innovation, trust, and leadership are very important.
The good news?
Does your company offer a useful service? If so, can you market it well and make sure it meets the goals of the government? Oh, wow! You have a huge amount of room to grow.
Starvara Digital Agency can help you if you’re having trouble coming up with your marketing messages. Our skilled copywriters and content managers can help you make sure that the message you send about your brand fits the needs of the agency you want to work with.
Shall we get started?
