What Do Government Buyers Really Want in Marketing? Joyce Bosc – Bloomberg Government
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When business-to-business (B2B) companies step into the federal market, they usually know their products and services will need to stand up to rigorous defense and civilian government requirements. They also accept the risks and rewards of a long, complex procurement process in a highly competitive market.
However, what many B2B companies overlook are the nuances of business-to-government (B2G) marketing. While some channels and tactics of B2B marketing are useful for government contractors (GovCons), the underlying approach should be different to meet federal customer needs.
What do government buyers really want from your GovCon marketing? Here is a glimpse of the differences between commercial and federal buyers and tools to support your government customers through your sales and marketing campaigns.
Differences in…
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