B2G (business-to-government) sales follow formal procurement rules. Lead generation here means being registered, visible and ready when opportunities are published, and building relationships before they are.

1. Register as a supplier

Register on the relevant procurement portals (for example SAM.gov for US federal contracts, Find a Tender / Contracts Finder in the UK, and local or state portals).

2. Monitor tenders

Set alerts for your codes and keywords. Early awareness gives time to prepare quality bids.

3. Build relationships early

Attend supplier days, industry briefings and pre-market engagement events. Within procurement rules, understand needs before tenders are written.

4. Partner with primes

Subcontracting to larger contractors is often the easiest entry point.

5. Prepare compliance documents

Insurance, certifications, security clearances, past performance records and diversity or small business certifications where applicable.

6. Position for public value

Cost savings, compliance, accessibility, security and social value matter alongside price.

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Frequently asked questions

What is B2G lead generation?

Finding and winning government contracts by registering as a supplier, monitoring tenders, building relationships within procurement rules and partnering with prime contractors.

How do small businesses sell to government?

Register on procurement portals, start with smaller contracts or subcontracting, and use any small business certifications available.