Expert Panel Serves Up Tips and Techniques for B-to-G Marketing

To get this relationship and trust from a government buyer, Long advised marketers show they know the industry they’re operating in and not just selling a product. He recommended that in addition to catalogs and other advertising materials, marketers should produce and distribute company-published research papers and whitepapers, which provide a service to the government. Long noted this as a way of getting around the contract obligations that restrict many government officials from accepting lunches/meals as meetings with the marketer.