Segmentation, Targeting, and Positioning (STP)
The STP framework is especially useful in B2B and B2G contexts because it emphasizes managerial decision-making and resource allocation (8). In a typical marketing plan, you start by defining segmentation, targeting, and positioning. Establishing clear definitions helps you fill in the blanks, build credibility, and structure your analysis.
|
Component |
Definition (8; 4) |
B2G Application |
|
Segmentation |
Dividing a market into distinct groups of buyers with diverse needs, characteristics, or behaviors. |
Segment the government market by agency type, budget thresholds, geographic scope, and mission needs. |
|
Targeting |
Evaluating and selecting the most attractive segments to serve. |
Analyze opportunities on platforms like SAM.gov; focus on recurring needs, high spending, or alignment with your capabilities. |
|
Positioning |
Developing a clear, distinctive, and desirable place in the minds of target customers relative to competing offerings. |
Emphasize proven compliance, security certifications, and total lifecycle value. |
Pro Tip: Use the STP framework to clarify which government segments you will serve, how you will prioritize them, and how you will position your offering for maximum impact.