Meaningfully connect with your GovBuyer
…at the right time, at the right location, with the right message
The GBR GovBuyer’s Journey™
A strategic framework that maps out the purchase process for your specific GovBuyer.
Think of it as a customized persona-based blueprint for effective engagement with your targeted GovBuyer, giving you the information you need at every
step of their journey to connect and convert:
- Painpoints and challenges
- Information and action needs
- Content and activity preferences
The GovBuyer is changing, can you meet them where they are today?
GovTech buying is more complex and self-directed than ever before:
- Government agencies are under fire with new policies, standards and mandates to navigate
- The GovBuyer’s solution education preference has changed from sales-led to self-directed
- Buyer-vendor touchpoints have more than doubled, with most of them now digital
The result? Today’s GovBuyer is spending more time researching solutions online than they are talking to sales. The saavy B2G marketing and sales teams are meeting them there, and giving them the information they need to take the next step in their journey.
But driving engagement and conversion requires more than just good content. To be effective you need to deliver the right content at the right time,
across multiple channels, while aligning both marketing and sales teams.
The GovBuyer’s Journey is the key to B2G marketing and sales efficiency
When purchasing technology, every GovTech buyer goes on a journey. There are jobs to do, actions to take and information to consume. This journey is longer and more complex than that of their commercial peers. And, the mix of jobs, actions and information is different depending on whether the GovBuyer is Line of Business or IT, and what solution area they are evaluating.
However it is definable and repeatable across buyers — if you know how. And done right, it unifies marketing and sales teams, dramatically improves engagement rates and shortens sales cycles.
We know how. We have been creating powerful strategies, plans and content using a persona-driven GovBuyer’s Journey for over a decade.
Persona-based GovBuyer actions
From awareness to decision-making, you can now understand the specific needs, pain points and behaviors of your target persona. You can also ensure your content, messaging and outreach efforts are tuned to meet buyers where they are—online, in discussions with peers, and when they’re ready to talk to sales.