It’s generally understood that marketing and selling to government agencies requires a different approach than B2B efforts. There are many reasons for this, but one of the most overlooked is the perception of value.   

Many government marketing and sales approaches fail to gain traction because they assume GovTech buyers have the same value centers as their B2B peers.  But B2G buyers are different. Understanding the differences and what government buyers really value is foundational to driving rapid results in your government marketing and sales efforts – and that’s what this blog will review.  

Understanding government value  

Businesses operate within capitalist framework and acquire goods and services that help them improve their profit and grow their revenues and earnings. Accordingly, B2B buyers often value returns on investments that help them grow or improve:  

  • Revenue 
  • Cash flow 
  • Competitive advantage 
  • Profit  

 Most B2B customers will also place value in solutions that help them improve external metrics like market position, brand recognition, stock price or shareholder value.    

Government agencies function within a public service or social welfare framework. They don’t seek agency growth or competitive advantage. They seek mission success, which is often defined through a series of mandates.  Accordingly, they have dramatically different priorities that shape their perception of value.  

Just a few of the paramount priorities they face include:    

  • Citizen welfare 
  • Law and order 
  • National security 
  • Economic health 
  • Diplomacy 
  • Infrastructure 
  • Public services  

Prioritization of these values can vary based on the public sector sub-segment, the agency mission, the buyer’s role, and the current trends and policies affecting their agency. In many cases, multiple areas of value may be equally relevant. 

The GBR GovValue Triangle™: Value connection made simple 

GBR has developed a handy tool that simplifies the messaging process, called the GBR GovValue Triangle™.   GBR’s GovValue Triangle™ is a powerful framework that highlights the core areas where government agencies see value: The Mission, Efficiency & Cost, and Security & Compliance.   It helps technology companies quickly and easily connect with the values of the government buyer. By understanding which value area is most important to your target government buyer, you can tailor your messaging and solutions accordingly.   

Let’s dive into each value center individually.  

The mission: The agency or program North Star  

Every government agency, department, or program operates with a clear mission as its guiding principle.  The mission serves as the North Star for all strategic decisions, investments and accountability metrics.  It’s usually found on their website or in their strategic plan. 

Efficiency and cost management: The operational backbone 

While achieving the mission is paramount, the way an agency achieves it is equally important. Government agencies must manage to their budget and with legislative oversight.   They are looking for ways to reduce bureaucracy and eliminate waste. 

Security and compliance: The roots of resilience 

Security is non-negotiable in the public sector. Agencies must maintain a resilient security posture to protect and defend citizens, data and property against an increasing number of threats. They must also evolve their internal and external security measures, leveraging cutting-edge technologies and best practices.  

Crafting marketing messages that connect to government value centers 

The best way to get started with the GBR GovValue Triangle™ is to create detailed buyer personas for your target government buyers. Understand their specific challenges, goals and what values they prioritize. This approach ensures that your marketing and sales strategies are precisely aligned with their needs, leading to more effective engagement and successful outcomes.  

Marketing to government agencies requires a deep understanding of their unique value perceptions and purchasing drivers. By aligning your strategy and messaging with the GBR GovValue Triangle™ you can effectively position your technology solutions to meet the specific needs of government buyers.  

If you’d like to dive deeper into understanding the government buyer and learn more about how you can use our GovValue Triangle to craft messaging specific for your products, download our whitepaper, How Government Agencies See Value Differently: A Guide for GovTech Marketing.