You Have Heard of B2B and B2C – But What About B2G?

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B2B (Business to Business) and B2C (Business to Consumer) are common terms in modern marketing. But what about B2G (Business to Government)? Business to Government (B2G) is the sale and marketing of goods and services to federal, state, or local agencies. The federal government alone spent anywhere between $18.2 billion and $42.6 billion per day in 2020-2021.1

How does B2G website development differ from B2C or B2B?

A B2G website can have all the same features as any website. However, one primary difference is that if the business is offering products or services through eCommerce, it may serve as an interactive catalog. The actual sales are managed through a dedicated account rep based on the high cost of the transaction, and the time it takes to get through the layers of regulations involved in government transactions.

Government agencies tend to take more time than private companies to approve and begin work on a given project. The purchase process will most likely take longer than a standard eCommerce transaction. This means, the website’s primary purpose is to provide as much information as possible, in order to support the sale of the products and services. 

As an example of B2G Website Development, the website is a catalog of Intelligent Transportation System (ITS) Solutions, Products, and Services. 5D Spectrum designed this website to make it easy to navigate, research products and have all the supporting documents easily available on the product pages. We built a knowledge base-style document storage system. This was done to make finding all product-related information easy, with hinted search and product-specific feeds. 

The knowledge base was designed to match the siloed categorization of their products:

Hinted search makes it super easy to locate documents which are especially handy for sales reps and technicians who are out in the field and using mobile devices.

Every product detail page has a feed with related data sheets and specifications as seen here:

Despite the perks of B2G Website Development, B2G websites that service a global market face additional challenges. These challenges include product availability by region and language barriers. The website services US and Canada in two languages. Using the WordPress MU multi-site platform, the Econolite team is able to ‘publish once’ and ‘broadcast’ posts and pages to other subsites with the click of a button. Post and pages are easily translated using the WPML multi-language WordPress add-on.

To find out more about this project visit our portfolio.

Want to learn more about B2G marketing?

1 United States Treasury Data Lab. “How Much Does the Federal Government Spend Each Day?” Accessed Aug. 12, 2021.

About: De Ivett

With over 25 years in advertising, graphic design, interactive media, software development and programming, De brings her creative and technical talents to lead the 5D Spectrum team. A well-respected voice in the industry, she has served as a technology and branding panelist for several industry conferences including Digital Hollywood.

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