The government market, traditionally a stable and steady customer base, has seen a huge amount of change and uncertainty in 2025. With the administration’s focus on efficiency, many long-standing procurement policies and practices are set to be streamlined.
- The Restoring Common Sense to Federal Procurement Executive Order (EO) seeks to overhaul the Federal Acquisition Regulation with plain English and eliminate nearly all non-statutory and duplicative regulations.
- The commercial acquisition priority order emphasizes the procurement of commercially available products and services over that of non-commercial, custom options. This EO urges agencies to align more closely with the long-standing Federal Acquisition Streamlining Act and look to primarily buying commercial, off-the-shelf solutions, as opposed to building custom government solutions.
- The Federal Risk and Authorization Management Program (FedRAMP) is also focusing on streamlining processes with the introduction of FedRAMP 20x, which looks to introduce more automation into the authorization process, and moves responsibility for reviewing security authorization packages and continuous monitoring to sponsor agencies.
- The Department of Government Efficiency Cost Efficiency Initiative Executive Order mandates agencies implement an online system for employees to submit “written justification for … [non-essential] federally funded travel” to facilitate travel authorizations moving forward. This has impacted government employees’ ability to travel to conferences and tradeshows.
These reforms, in combination with the downsizing of federal agencies and increased scrutiny on contractors’ roles in government programs, have created a lot of confusion for government marketers. In these times of uncertainty it is important to take a step back, look at the core tenants of B2G marketing, and consider the shifts that can support marketing efforts no matter the economic or political atmosphere.
- Lead with the mission – Rather than touting the features of your products and services and your differentiators, speak first to the understanding of the customer mission and current challenges. Weave in mentions of product features and capabilities as part of a discussion about meeting mission challenges.
- Remember, government buyers are people – The bureaucracy of government can feel overwhelming and give the impression of selling to a machine, but it is critical to remember that there are people involved in every step of the buying process. Create content that speaks directly to their “keeps me up at night” issues and recognizes the impact policy and procedure changes have had on them.
- Be a thought leader with a “show, don’t tell” approach – Develop content that is focused on a government challenge rather than a product overview. Pull in research and input from government customers to provide context and validation to how your product or service approaches these challenges.
- Remain relevant – Stay on top of changing policies and continually review marketing messages on your website, social media properties, and in collateral to ensure they are in line with current policy and focus. Ensure your messaging and your products and services are responsive to mandates, providing solutions that government needs today.
- Reimagine events – Instead of one major national event, consider hosting multiple events local to your government buyers or move event content online in the form of webinars. In fact, DoDIIS, a long-standing information technology conference that brought together DoD officials and the technology community to collaborate on and experience ground-breaking technical solutions to support the warfighter, made the decision to cancel its national summit for 2025. They are instead moving to smaller, localized events to provide the same opportunities for networking and learning.
- Provide justification language – Many events already provide “why you should attend” language on websites to help attendees get approval to attend events. With justification for purchasing decisions now required, consider extending this practice by providing similar language related to products, tailoring your words to the new justification criteria in order to help government employees quickly draft required briefs.
To stay on top of B2G marketing trends and tactics, check out these resources from GovWhitePapers and GovEvents:
- Surviving & Thriving in DOGE: Insights for GovCon Leaders (white paper) – The DOGE initiative is reshaping the federal contracting environment, emphasizing efficiency, cost-cutting, and the adoption of emerging technologies like AI and blockchain. While it introduces regulatory uncertainty, it also opens the door for agile GovCons to deliver innovative, tech-driven solutions.
- What Matters Most in B2G Marketing: Four Key Efforts to Build Trust (white paper) – Mastering B2G marketing means more than just applying basic strategies—it’s about understanding the unique nuances of government procurement. With buying cycles that can extend over a year and the pressure to meet strict requirements, success in this field demands a different approach.
- ChannelPro Deep Dive: MSP 2.0: The New & Improved MSP Model (August 19, 2025; virtual) – The Managed Service Provider (MSP) model is evolving. To stay relevant and indispensable, MSPs must adapt to shifting client expectations, embrace emerging technologies, and optimize vendor relationships. In this webinar, you’ll learn how to leverage cutting-edge vendor solutions and strategic partnerships to enhance your service offerings, boost operational efficiency, and deliver unmatched value to your clients.
- The Redstone Edge Conference 2025 (September 17, 2025; Huntsville, AL) – The government contracting industry is ever-changing and evolving. This event provides the tools and knowledge to succeed in this highly regulated and complicated industry.
- GAIN 2025 (September 18, 2025; Reston, VA) – This premier event convenes government marketing professionals to explore the latest trends, tools, and strategies for effectively reaching public sector audiences. With sessions covering data-driven decision-making, buyer behavior insights, content marketing, and campaign optimization, attendees gain actionable guidance to elevate their government-focused outreach and engagement efforts.
Search GovWhitePapers and GovEvents to find even more insights about B2G marketing.
