Getting started: Framing your B2G project

To build a standout B2G marketing plan, begin by reframing your project as a specialized form of B2B marketing. This can include doing the following:

• Highlight shared principles like relationship selling, value propositions, account-based strategies.
• Analyze B2G-specific adaptations, such as stricter regulations, political influences, and emphasis on compliance and risk mitigation.
• Select a focused, researchable example. Choose a specific product or service with abundant publicly available information to enable thorough analysis.
• Avoid unverified or non-academic sources. Prioritize official government reports, contractor websites, news, and procurement databases
• Find credible research sources to support your work. See Bibliography for customizing MBA for B2G for a comprehensive list of sources that you can use to build your knowledge and credibility. Meanwhile, general examples include:
  • Major defense/aerospace programs (e.g., Lockheed Martin’s F-35 Lightning II)
  • IT/cybersecurity solutions for government (e.g., FedRAMP-authorized cloud services)
  • Infrastructure or sustainability initiatives (e.g., renewable energy projects)
  • Smaller-scale examples (e.g., products/services on GSA Multiple Award Schedules)
  • Premium research databases in your university library. 
  • The textbook and other premium resources in your course.