Applying core marketing frameworks

A rigorous B2G marketing plan systematically applies core marketing frameworks, adapting them to government buying behaviors (1). Each framework below starts with a brief explanation, followed by a table that defines its components and shows how they apply in the B2G context. The B2G Marketing Plan Process and Frameworks table below provides a typical process for developing B2G marketing plans, followed by detailed sections for each. 

Summary Table: B2G Marketing Plan Process and Frameworks

This table presents a summary of a typical step-by-step process for developing a Business-to-Government (B2G) marketing plan. Begin by selecting a focused product or service to ensure your project scope is clear and researchable. Next, conduct an environmental analysis using SWOT, PESTLE, and Porter’s Five Forces to understand the market context, competition, and your organization’s capabilities. With this foundation, use the STP framework to segment the government market, identify target segments, and position your offering strategically. Then, apply the 4Ps to design a marketing mix that meets government requirements and stands out in a regulated environment. Throughout, gather credible sources to support your analysis and recommendations. The process concludes with actionable strategies, resulting in a practical, outcome-focused marketing plan tailored for B2G success.