The B2G Manifesto
B2G is the sale and marketing of goods and services to international, national, federal, regional, and local public administration.
B2G is a fundamental market, alongside Business-to-Consumer (B2C) and Business-to-Business (B2B).
The concept is novel, and the terminology is still being defined.
Some other terms used are: B2PA Business-toPublic-Administration; B2PS - Business-to-Public-Sector; PS public sector; PP public procurement.
- B2G - Business-to-Government is a relevant marketing and sales area, distinct from B2B or B2C.
- B2G is huge and opportunistic. It is poorly defined and not researched. While there are mountains of data available and a strong need, there are no repeatable methods or tools.
- We define B2G and propose specific B2G segmentations and metrics, such as Governmentgraphics and affinity mapping.
- We propose a structured, systematic approach to B2G strategic marketing, which builds on already established B2B/B2C methods.