B2G vs B2B Marketing: What’s Different?

Answer: A lot.

B2G (Business to Government) marketing involves marketing products, services, or works to government bodies, including central and local councils, agencies, and other public sector organisations. 

B2B (Business to Business) marketing involves selling products, services, and intangible assets (intellectual property rights) to privately owned businesses (private sector).

B2G marketing is procurement-related, so marketing professionals must abide by the same strict rules and regulations that ensure transparency, fairness, and compliance with the new Procurement Act 2023.

B2B marketers have more freedom. There aren’t really any strict rules with severe penalties for non-compliance like marketing in the public sector.

Let’s compare four of the key features that distinguish the two marketing efforts from one another.

Successful Strategies in Private and Public Sector Marketing

Let’s look more closely at some of the marketing strategies that lead to success.

B2G Public Sector Marketing Strategies

Public sector marketing professionals must conduct extensive research on the public procurement process. They must understand all the applicable regulations—not just the Procurement Act. They also need to understand the government body’s unique needs, its place in the community, pain points (that extend beyond the contract requirements), and limitations.

It’s important for marketing agencies to understand the contracting authorities’ objectives and how they align with the national government’s procurement and industry goals.

This is particularly important when it comes to environmental sustainability and the government’s Net Zero goal. Emphasis on sustainability and social value plays a big role in public sector procurement marketing.

The most effective marketing strategies in the B2G arena include:

• Email marketing: Email marketing is the most effective strategy due to its accessibility, reach, and versatility, including newsletters, event invitations, and relationship nurturing.
• Content marketing: Content marketing is also effective due its versatility. It starts with optimised website content and goes into most other strategies, including email, social media, case studies, blogs, webinars, etc. The idea is to become a thought leader; the go-to resource for insights, information, and innovation.
• Social media marketing: Government agencies are typically found on LinkedIn (it’s professional, after all) and X. X is handy for quick snippets, updates, announcements and, occasionally, addressing PR nightmares. Given that almost every person on the planet has at least one social media account, social media is proving to be an effective communication platform.
• Event marketing: Hosting conferences, webinars, and other events can generate brand awareness and facilitate lead generation and networking opportunities within the public sector.

Social value

Technically, social value is not a marketing strategy, but it’s a pretty powerful tool that can boost suppliers’ brand awareness and reputation. Before contract notices are even published, suppliers can get involved in community initiatives. For instance, regular donations of food, clothes, and hygiene products to disadvantaged schools. Staff could volunteer at an animal shelter once a month. Small things that don’t take much time or effort but which will buy a lot of goodwill from public sector organisations.

Relationship building

Also, technically not a marketing strategy, but a good way to learn about the public sector and meet important players in the field, including key decision makers among buyers and influential suppliers. These are not relationships of give and take. Suppliers have to provide a lot of value and hope that it will pay off. The good news is that it often does. 

B2B Marketing Strategies

B2B marketing strategies also rely on research, but they tend not to include whole Acts or swathes of legal regulations. Yes, marketers must act within certain laws and rules, but they aren’t as tightly bound by them as B2G marketing professionals. 

The exception is data security and protection. The private sector must also comply with the Data Protection Act, UK GDPR, and data privacy and protection rules in the Procurement Act. They must prove they have robust security measures in place and are encouraged to obtain certifications and accreditation, like the ISO data security standards and the government’s Cyber Essentials programme.

Effective marketing strategies for the B2B arena include:

Content marketing: Content is king. It held true in the digital marketing industry 20 years ago and it’s still true now. Killer content can be virtually anything. Infographics, for instance, or a webinar that can be repurposed as a blog, whitepaper, or presentation. Generally, they have one common purpose: lead generation. Then, ideally, to convert leads into customers. 

Digital marketing: This includes anything remotely promotional that you publish online; for example, SEO for your website and other text-heavy publications, like whitepapers. It also includes PPC advertising, social media and email marketing campaigns, and online events. 

Social media marketing: B2B marketers can have more fun with social media marketing campaigns. They can use a wider array of social media platforms, including TikTok, which is quite informal. Social media by its nature invites user-generated content, which can be a powerful marketing tool in itself.

Relationship building

Again, not technically a marketing strategy but what’s good for the goose is good for the gander. And again, B2B marketers have more freedom and flexibility when it comes to wooing potential customers. Although, there are ethical guidelines to follow. No ostentatious or extravagant gifts, for example, and no trips to the Cayman Islands.  

The Same But Different

While there are a lot of differences between the two types of marketing, there are also some similarities.

Personalisation is big in all marketing efforts, regardless of the target audience. Consumers like to feel special, like they matter, and that goes for CEOs and civil servants. Personalised email campaigns are particularly effective, which is why they’re so popular in public and private sector procurement.

eProcurement platforms are also relevant for both sectors, although they are more commonly used in public procurement. They simplify the process, making it much easier to enter the public sector market, especially for SMEs who want to transition from the private to the public realm.

Artificial Intelligence, automation, and analytics are increasingly important in all procurement efforts. There’s an emphasis on data-driven decision-making, with real-time data collection, analysis, and reports for insights that can be used to take action immediately, either to avoid risks or take advantage of opportunities.

Also, as the marketing industry is constantly evolving, marketing professionals must constantly upgrade their technical skills and keep up with the latest trends to stay ahead of the curve and extend their reach to new audiences.  

Cadence Marketing Bridges the Gap

Cadence Marketing specialises in B2G marketing, helping established businesses capture more of the market, but also helping new businesses, including SMEs to enter the public sector and start off on the right foot.

If you’re transitioning from the private to public sector or want to cement your position in the market, contact us and book a free consultation today!