The Winning Pitch: How to Sell Your B2G Marketing Plan

Image Source: Eric Gay/AP

I originally published this blog post as a LinkedIn article on November 19, 2019.

With a historic baseball season in the books and Washingtonians still reveling in their first World Series title, many in and around the Nation’s Capital have turned their attention to annual planning. For business-to-business (B2B) or business-to-government (B2G) marketers, it’s a time filled with vendor and stakeholder meetings, death by PowerPoint, personnel mapping, and prognostications about the future.

It’s also a reminder that we have an internal sales job in front of us, one that requires us to convince public sector and corporate executives to sign off on our annual plans and budgets.

I’ve been through this process multiple times in both B2B and B2G organizations, and while there are more similarities than differences between the two, there are also some distinctions that are worthy of exploration.

I recently moderated a discussion on this topic at the GAIN 2019 government marketing conference, featuring an expert panel that included Tasha Klares, Christina Botto Morrison, and Rita Walston.

In addition to what we covered on stage, I wanted to share some practical tips for public sector marketers who are (or soon will be) knee-deep in the process of requesting buy-in, resources and support from outside their marketing organizations.

Read the entire article at Washington Technology.

Allan Rubin is Owner and Principal Consultant at Market B2G, LLC, which provides Business-to-Government (B2G) marketing services for the government contracting community.