Over B2G
Business-to-Government
B2G is the sale and marketing of goods and services to international, national, federal, regional, and local public administration. It is a structured, systematic marketing approach, building on already established B2B/B2C methods such as demographics & firmographics.
The Business-to-Government market is:
Relevant. Distinct from B2B/B2C.
Huge. Opportunistic. Undefined.
Plenty of data available.
No repeatable methods or tools.
Business-to-Government – B2G has huge amounts of money.
Public sector represents 47-54% of GDP. Public procurement is 14-20% of GDP.
There are specific challenges, and also opportunities in this market.
It is complex, transparent, predictable, sustainable, and now: automatable.
B2G is distinct from B2B/B2C
Governmentgraphics is the specific feature-based B2G segmentation.
Governmentgraphics
financing institutions, public organizations & buyers, with detailed analysis of profile, type, level, coverage, domain, size, budget, spending
Firmographics and demographics
deep profiling of sellers, beneficiaries, companies and consultancies active in the European public sector, mapping of alliances and competitors
Behavioural analysis
history of spending habits and market participation, products and services, trends
Geographic segmentation
who spends, who benefits, where money is spent
Transactional & monetary segmentation
volumes, number of transactions, market size, budgets
Recency, frequency, monetary segmentation
market fragmentation, variety, diversification, relationships and dependencies
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