What is Business to Government (B2G) Marketing?
It's exactly what we need--an additional acronym. There are many acronyms, such as B2B and B2C, that define the audience for which top custom software development companies are selling and marketing. B2B is business-to-business, and B2C is business-to-consumer. But there's also a third relationship: B2G, or business-to-government.
B2G is a B2G relationship that occurs where a top software development company in the world sells products and markets to an official of the government. As Investopedia states in the case, a small-town government might need IT custom software development services, which is a B2G requirement. They also provide bigger B2G examples, such as Boeing developing planes that are used by government agencies like the Department of Defense (or DoD to throw another acronym into the mix to add some spice).
Brands with B2G names are interesting in that, in certain ways, larger government agencies can behave as a company, and these relationships resemble B2--similar to our DoD instance. In other ways, smaller government agencies behave similarly to consumers, and it's more of a B2C relationship. Imagine a government organization employing a landscaper to the office space. Let's take a review of how B2G marketing is integrated into the general landscape.
More Read About Why You Need a Business To Government (B2G) Marketing Strategy
B2G vs. B2B
One of the major distinctions between B2G and B2B relationships is cash. Simply put, the government has plenty of cash available. Verizon exposes the often staggering budgets of government. "Broadly, contracts can range anywhere from $500 million to more than $44 billion." If you're part of the sales team for B2B companies and you sign a 500 million dollar deal...you're receiving more than an acknowledgment during the all-hands meeting every week.
In terms of contracts, an important distinction between B2B and B2G, as Verizon states, is the renewal of contracts. Since there are lots of legal and regulatory requirements when that work with government agencies, there needs to be a high number of renewals. Government agencies are more likely to renew contracts with brands who already know all legal requirements, and their services will be of value.
In the final analysis, when you are comparing B2B and B2G, you must consider the duration of the purchasing cycle. With a large contract comes a long consideration phase. CATMEDIA mentions that the buying process in B2G relationships can last for several years, while the B2B buying cycle typically lasts for months. However, even shorter can be B2C's B2C purchase cycle which could last short, sometimes just days. But that's not all the distinction between B2G and B2C.
B2G vs B2C
As a top custom software development company,, your customers in B2C and B2G relationships are very different. If you're selling to a government agency, you're not just impacting the various people directly in the organization as well as the other people who could be affected by the agency later on in the future. When you have a B2C connection, your company is selling to a single customer. Different audiences may mean different marketing approaches. (Don't worry, we'll come back to the subject in a moment.)
We've mentioned the budget before; however, we need to review it in comparing B2C and B2G. While B2B companies may have customer contracts that go up to $100,000, while B2G top software development firms have contracts that range from millions in dollars, B2C businesses can be able to handle fewer price ranges. Thus, B2C companies are usually looking at selling a variety of products to a wide audience, while B2G brands want to do fewer, however significantly larger, sales.
Due to the different buying cycle lengths, audiences, and deal sizes, as well as the different ways you promote your B2G brand is different from B2C or B2B brands.
B2G Marketing
It's not an authentic blog post without a deep dive into marketing. How do top software development companies in the world market towards the authorities? To market to the government, whether B2B or B2C, marketers can utilize cross-channel strategies that make use of all channels for marketing to communicate messages to their intended customers effortlessly. You can do it! It is possible to do the same with a B2G branding brand.
Sure, it might be different than traditional cross-channel marketing, whether it's a B2C or B2B brand. You're not sending text messages for marketing to the director of the Department of Homeland Security with coupons for 15% off, for instance, but it's still not radically different. It's true, as Pivot Path Digital says, there might be some new steps to the process like the process of checking the GSA schedules or creating the account with SAM--but it doesn't mean that cross-channel marketing doesn't matter for B2G brands. In the end, no matter if it's B2C, B2B, or B2G, there's someone who makes the final purchasing decision.
B2G Website
To use for B2G marketing, due to the lengthy consideration phase, your top software development firm's website could be the most powerful instrument. By putting it on the right side with useful material, product descriptors, and methods to reach the relevant people, your website could open the door for authorities seeking your services. Make sure you have an SEO plan designed in a way to bring your website on SERPs. Consider keywords that companies you want to target might be looking for to find a company similar to yours after they've discovered your website but be certain that when they leave, there are ways to reach out to the decision-makers.
B2G Email Marketing
One channel for marketing that can help in keeping connected to decision-makers is email a custom software development service. With an amazing return on investment, email marketing can aid in maintaining brand recognition and education. For instance, a newsletter can be a fantastic way to provide government agencies with information about your products and capabilities. Your company may have a useful app, such as IT management software for example. The newsletter you send out could promote the app and highlight its benefits and capabilities. If the person who makes the decision chooses to install your application, you have new channels via which to communicate. Make sure that your experience is less stifling and gives ample information about the product. Keep in mind that with these large contracts, information is the key to success.
Show Your Worth
When it comes to B2G marketing purposes, your objective is to prove your worth. What can you bring to the table that can justify the investment of $500 million to $44 billion?
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