When people in B2G & B2B think about selling to the government, usually they think it means bidding directly on public sector tenders. 

But there’s another path that sometimes makes more sense: B2B2G.

What is B2B2G?

B2B2G stands for Business-to-Business-to-Government. Instead of selling directly to public authorities, you sell to another business that serves as the prime contractor on government projects.

The structure looks like this: You (the supplier) sell to Company B (the integrator or prime contractor), who then delivers to the Government.

This is not subcontracting in the very traditional sense. You’re building a strategic relationship with companies that already have government access, certifications, and contracts.

As a matter of fact, for example, a significant number of technology manufacturers or solution providers use this model. Most manufacturers don’t sell directly to public sector end-buyers and don’t participate in public tenders.

B2B2G differs from direct B2G sales in one critical way: you don’t manage the government relationship. Your customer is the intermediary business. They handle procurement compliance, government reporting, and contract management while you focus on delivering your product or service.

Companies use this model because it removes barriers. 

You split the know-how and expertise:

• technical – to the manufacturer/solution provider
• government affairs, sales, project management – integrator

You also split the technology risks from the project/market/client risks.

Skip the qualification process, avoid learning complex procurement rules, and leverage existing government relationships. The intermediary gets access to specialized capabilities they can’t build in-house.

Common B2B2G Scenarios

Technology vendors partner with systems integrators to deliver software solutions. A cybersecurity firm might provide tools through Capgemini or Atos, which bundle them into larger digital transformation projects for ministries.

Component suppliers and most manufacturers (for example, laptop manufacturers, phone manufacturers, etc) work with prime contractors on infrastructure projects. If you manufacture specialized sensors, you sell to construction firms bidding on smart city tenders rather than trying to bid yourself.

Specialized service providers use authorized resellers when market access matters. Training companies often work through established consultancies that already hold framework agreements with public authorities.

Subcontracting relationships emerge naturally on large government projects. When the European Commission awards a 50-million-euro IT modernization contract, the prime contractor needs dozens of specialist firms to deliver everything from cloud migration to change management.

Products requiring integration or customization fit the B2B2G model well. Your machine learning platform might be excellent, but government buyers want complete solutions. Selling to integrators who can customize, deploy, and support your technology makes the deal work for everyone.

When B2B2G Makes Sense

Your company lacks direct government relationships or certifications. Getting on approved vendor lists takes months or, in some cases, even years. Working through established contractors lets you enter the market faster and simpler.

Small firms face practical barriers to bidding independently on large contracts. A 20-person consultancy can’t realistically pursue a 10-million-euro tender. But that same consultancy can deliver a specific work package through a prime contractor.

Entering new geographic government markets through B2B2G splits the risk. If you’re a UK firm eyeing contracts in Belgium or France, partnering with local integrators who understand procurement rules and speak the language makes sense.

Products requiring integration expertise benefit from this approach. You built a great procurement analytics tool, but government buyers need someone to implement it, train users, and maintain it. Systems integrators do this daily.

Complex regulatory barriers disappear when you work through qualified partners. Security clearances, industry-specific certifications, or financial thresholds that you don’t meet become someone else’s problem.

The B2B2G Market Opportunity

The public sector represents 54% of GDP in the European Union. Public procurement alone accounts for 14% of GDP, roughly 2 trillion euros annually.

Major corporations and almost all big manufacturers (such as Apple, Microsoft, Lenovo, or Dell) already work this way.

Capgemini, Atos, Indra, and Accenture serve as prime contractors on projects worth billions. They rely on specialist suppliers and service providers to deliver. That’s where B2B2G opportunities exist.

Finding B2B2G Partners with Hermix

Identifying Prime Contractors

Start with contractor profile analysis. Hermix shows you which companies win government contracts in your domain, their project history, and contract values over time.

Look at past government contract wins to understand who operates at scale. A contractor with 50 million euros in annual government revenue has both the capacity and motivation to work with specialist suppliers.

Project types and delivery patterns reveal compatibility. If a systems integrator consistently wins cybersecurity projects but doesn’t offer threat intelligence services, they might need what you provide.

Geographic presence indicates market access. A contractor with wins across Belgium, the Netherlands, and Luxembourg can open those markets for you. Check their authority profiles to see which government buyers they know.

Partnership Intelligence

Hermix analyzes partnerships between contractors using real contract data. You can see which companies collaborate, how often, and on what types of projects.

Collaboration patterns show partnership appetite. Some contractors work alone. Others regularly form consortia and bring in specialists. You want partners in the second category.

Partnership value and frequency help you qualify opportunities. A company that partners once per year on small projects offers less value than one that forms three major consortia quarterly.

Network graphs of relationships map the ecosystem visually. You can explore who works with whom, identify central players who connect multiple networks, and spot gaps where your capabilities fit.

Strategized B2B2G article approach with conversational, professional tone

I’m doing well with concrete examples and practical guidance. Need to continue showing how Hermix features address real challenges without using any of the banned marketing phrases. The tone is conversational and professional. Let me continue with the Market Opportunity Signals section.

Market Opportunity Signals

Large contract awards indicate subcontracting needs. When you see a prime contractor win a 40-million-euro digital services contract, they will need specialists. That’s your opportunity window.

Consortium formation patterns reveal collaboration preferences. Some tenders explicitly require partnerships. Prior information notices often state that small and medium enterprises are encouraged to participate, signaling that prime contractors will seek partners.

Hermix tracks prior information notices where authorities announce their intentions before formal tenders launch. These give you advance notice to approach potential prime contractors before they start building their teams.

The contract renewal calendar shows when major contracts expire and will likely be re-tendered. If a systems integrator is defending a large contract renewal, they may want stronger partners to improve their technical proposal.

Using Hermix for B2B2G Success

Monitoring the Right Opportunities

Set up alerts for prime contractor activity in your space. Track when major integrators win new contracts or participate in large tenders. Each win represents a potential partnership opportunity or a signal that your existing partner is growing.

If you already work with partners, Hermix helps you manage those relationships better. You can monitor what they actually sell and to which authorities. When a partner wins a new contract, you see it immediately. This tells you whether they’re growing in areas where you can support them or moving into markets where you don’t operate.

Understanding your partners’ sales activity matters for planning. If your Belgian partner just won three cybersecurity contracts with federal ministries, they might need more resources from you. If they’re winning projects outside your technical scope, you might want to expand your offering or find additional partners.

Hermix lets you monitor large contracts in your domain by keywords, CPV codes, authority type, and budget thresholds. Focus on projects worth 5 million euros or more where prime contractors need specialist support.

You can also flip the model entirely. Instead of just finding partners for yourself, send qualified leads to your local partners and integrators. When you spot a tender in Belgium that matches your partner’s capabilities, alert them. This turns you into a valuable intelligence source for your partners, strengthening the relationship.

Supporting your partners with sales intelligence helps everyone. You might operate across ten European markets but work through local integrators in each country. When you see a relevant tender in their market, share the opportunity with context about the buyer’s history, budget patterns, and likely competitors. Your partner gets better leads. You get better project flow.

Identify integration and partnership opportunities by filtering for consortia. When you see multiple companies listed as winners, that tender involved partnerships. Study these patterns to understand how collaborations form in your market and where your partners might need support on upcoming bids.

Qualifying Potential Partners

Authority profiles show preferred integrators for specific government buyers. If you want to work with the Belgian Federal Public Service for IT, check which contractors win their tenders consistently.

Contractor collaboration appetite varies. Hermix shows you the percentage of projects where a contractor worked alone versus in partnership. High partnership rates (above 40%) indicate good potential partners.

Finding compatible partners means analyzing their project types, contract values, and geographic focus. A contractor working on 2-million-euro projects in Romania probably isn’t the right partner if you target 20-million-euro contracts in France.

Competition analysis helps you position your approach. See who else provides similar services to your target partners. If they already work with three cybersecurity vendors, you need a different value proposition than if they have no current partner in your space.

Strategic Timing

The contract renewal calendar shows you when to approach potential partners. Six months before a major contract expires, prime contractors start planning their defense strategy. That’s when they’re most open to new partnerships that strengthen their position.

Tender announcement patterns help you anticipate opportunities. If an authority publishes major tenders in Q4 every year, start conversations with potential partners in Q2.

Partnership formation cycles follow tender calendars. Study when consortia typically form in your market. For EU institution tenders, consortium discussions often begin 2-3 months before submission deadlines.

Measuring B2B2G Success

Track efficiency gains in partner research. Without Hermix, finding qualified potential partners takes weeks of manual research across multiple sources. With Hermix, you can identify and qualify 10-15 potential partners in a few hours.

Measure the reduction in market research time. Our customers report an 87% decrease in time spent on market research activities when using Hermix for B2B2G partner identification.

Count the increase in qualified partnership leads. One customer went from approaching 3-4 potential partners per quarter to engaging 12-15, with higher relevance and better preparation for each conversation.

Calculate the time saved in opportunity analysis. Instead of spending 2-3 days researching a potential partner’s background and government contract history, Hermix gives you comprehensive profiles in minutes.

Getting Started

Identify potential intermediary partners in your space using Hermix contractor profiles. Start with companies that have won contracts in your target authorities, your geographic markets, and your service domains.

Set up monitoring for large relevant contracts. Create alerts for tenders above 3 million euros in your field. When prime contractors win these projects, you have a reason to reach out.

Analyze partnership patterns in your market. Study which contractors collaborate frequently, what types of projects involve consortia, and how partnerships typically form.

Develop your partner outreach approach. Use the intelligence from Hermix to personalize your conversations. Reference specific contracts they’ve won, projects where you could have added value, and authorities where you both want to work.

The B2B2G model removes barriers to government sales while letting you focus on what you do best. Hermix gives you the data to find the right partners and the timing to approach them effectively.