The B2G Marketing Hub

Your resource for learning how to apply account-based marketing strategies to drive awareness and win more contracts in the Federal marketplace.

The B2G Marketing Playbook: ABM for Federal Success

In this hyper competitive environment, government decision-makers are looking for partners that truly understand their unique challenge and are deeply committed to delivering the best solution. In other words, winning requires an account-specific approach, which provides both an opportunity and a challenge for marketers. 

Account-based Marketing for B2G

Building messaging across Marketing & Sales teams

Targeting & engaging key decision-makers

Mapping content to the capture journey

When crafted together, the right win themes can inform the response and be the foundation of digital marketing, website updates, events and an array of content that showcase your organization's unique understanding of the problem and how to solve it — all in language that speaks to the federal audience.

The key is to consistently deliver useful messages across your ABM campaign - from digital advertising to virtual events to earned media placements and marketing collateral. By staying laser-focused on executing across the channels that reach the specific agency leaders,  your company is in position to become a trusted source of information. 

Harness the power of your marketing & sales teams integration in order to deliver content at the right time throughout the federal procurement process; from collateral and case studies during pre-solicitation to white papers and demonstrations during source selection.

Establishing KPIs

A key part of your federal ABM program is measurement. Obviously, the ultimate measure is contract wins, but there are other key metrics to examine along the way at both the account and contact level. Here's what to think about as you set up KPIs, how to contextualize them for leadership, and how to tell if you are achieving your goals.

Additional Resources

Contact Us

We’re applying account-based strategies for B2G leaders, including Samsung, SAIC, ManTech, Microsoft, Elastic. Contact us to hear how Merritt Group’s dedicated Government Practice can intensify your federal capture journey.

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Merritt Group is a nationally-recognized, integrated strategic communications agency that combines public relations, content marketing, performance marketing and creative services expertise together with deep technology and industry knowledge to reach, engage and convert your buyers faster. 

IT modernization is changing how government does business, so it’s time to transform how you reach public sector decision-makers – whether you’re a government agency, technology innovator or systems integrator.

Move the sales needle by shaping brand perception, creating awareness, driving new leads and converting prospects into loyal customers. Our senior-level expert teams know PR, marketing and creative inside and out.

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