B2G Marketing Agency
B2G Marketing Agency
We help defense, aerospace and dual-use technology companies sell to the toughest buyer on earth.
Capture-led positioning, websites that load inside a .mil firewall, and content built for a twenty-person buying committee. Marketing that survives a program office.
We help defense, aerospace and dual-use technology companies sell to the toughest buyer on earth.
Capture-led positioning, websites that load inside a .mil firewall, and content built for a twenty-person buying committee. Marketing that survives a program office.
A B2G marketing agency that has sat in the briefing room
Most agencies think government is a fat cousin of enterprise. Longer sales cycle, a few more forms, maybe a lobbyist. It is a different planet, shaped by fiscal law, risk aversion and politics, and a commercial playbook falls apart the moment it meets an Air Force Program Executive Officer or a provincial health buyer. Fello is a B2G marketing agency in Toronto working with defense primes and subs, aerospace companies, and dual-use startups in quantum, robotics and AI. For nearly a decade we have helped technically dense companies go from a good demo to multi-year contracts, on both sides of the border. Government work is one specialty inside our tech marketing agency.
The difference starts with where the work begins. Commercial marketing chases inbound. Government marketing chases capture. Once an RFP hits SAM.gov, ninety percent of the spec is frozen, and if your language is not in it, the prime that helped write it has already reserved the contract. So we start months earlier, with the funding line, the vehicle, the people who actually move budget, and the brand and content that make you look like a company that will still exist when the next administration takes office.
That matters because B2B is not B2C with a longer form. Your deal takes eighteen months. Six people sign off. Half your buying committee is technical and will spot a marketing team that does not understand the product within one sentence. The agencies that win B2B work are the ones that can sit in a room with your engineers, come out with the real story, and then build the brand and demand engine around it.
That is the entire job we do. Positioning and narrative first, then the website, content and campaigns that carry it to market.
Most agencies think government is a fat cousin of enterprise. Longer sales cycle, a few more forms, maybe a lobbyist. It is a different planet, shaped by fiscal law, risk aversion and politics, and a commercial playbook falls apart the moment it meets an Air Force Program Executive Officer or a provincial health buyer. Fello is a B2G marketing agency in Toronto working with defense primes and subs, aerospace companies, and dual-use startups in quantum, robotics and AI. For nearly a decade we have helped technically dense companies go from a good demo to multi-year contracts, on both sides of the border. Government work is one specialty inside our tech marketing agency.
The difference starts with where the work begins. Commercial marketing chases inbound. Government marketing chases capture. Once an RFP hits SAM.gov, ninety percent of the spec is frozen, and if your language is not in it, the prime that helped write it has already reserved the contract. So we start months earlier, with the funding line, the vehicle, the people who actually move budget, and the brand and content that make you look like a company that will still exist when the next administration takes office.
That matters because B2B is not B2C with a longer form. Your deal takes eighteen months. Six people sign off. Half your buying committee is technical and will spot a marketing team that does not understand the product within one sentence. The agencies that win B2B work are the ones that can sit in a room with your engineers, come out with the real story, and then build the brand and demand engine around it.
That is the entire job we do. Positioning and narrative first, then the website, content and campaigns that carry it to market.
(11)
B2G work that turned into contracts
We help defense and dual-use companies look like they belong in the room. Here is some of our recent work.
(11)
B2G work that turned into contracts
We help defense and dual-use companies look like they belong in the room. Here is some of our recent work.
Our achievements
Our achievements
Ranked among the top B2B agencies on Clutch
Ranked among the top B2B agencies on Clutch
Award
Nomination
Year
What we do
B2G Marketing Services
B2G Marketing Services
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(001)
B2G Positioning and Capture Narrative
A federal buyer has one test. Do you look like a company that will still be here in five years? We build the positioning that answers yes without hesitation: mission alignment first, product features second, risk removal last. The same narrative goes into your capability statement, your website and the slide a colonel uses at a quarterly review.
What we do:
Mission-Aligned Positioning and Messaging
Capability Statements and Past-Performance Narrative
Naming, Identity and Visual Credibility
Founder and Technical Leadership Story
Investor, Prime and Teaming Partner Decks
Dual-Use Brand Architecture
Commercialization and Capture Strategy
(002)
B2G Web Design and Development
Your website will be opened on a government desktop with a locked-down browser and no patience. It has to load in under two seconds from a .mil or .gc.ca address, meet Section 508 accessibility, and push heavy media somewhere hardened. We design and build sites that pass that test and still look like they came from this decade.
What we do:
Firewall-Friendly Website Design and Development
Section 508 and WCAG Accessible Builds
Capability and Program Microsites
Teaming Partner and Proposal Microsites
Server-Side Analytics for .gov Traffic
Modular Design Systems Your Team Can Run
(002)
B2G Web Design and Development
Your website will be opened on a government desktop with a locked-down browser and no patience. It has to load in under two seconds from a .mil or .gc.ca address, meet Section 508 accessibility, and push heavy media somewhere hardened. We design and build sites that pass that test and still look like they came from this decade.
What we do:
Firewall-Friendly Website Design and Development
Section 508 and WCAG Accessible Builds
Capability and Program Microsites
Teaming Partner and Proposal Microsites
Server-Side Analytics for .gov Traffic
Modular Design Systems Your Team Can Run
(002)
B2G Web Design and Development
Your website will be opened on a government desktop with a locked-down browser and no patience. It has to load in under two seconds from a .mil or .gc.ca address, meet Section 508 accessibility, and push heavy media somewhere hardened. We design and build sites that pass that test and still look like they came from this decade.
What we do:
Firewall-Friendly Website Design and Development
Section 508 and WCAG Accessible Builds
Capability and Program Microsites
Teaming Partner and Proposal Microsites
Server-Side Analytics for .gov Traffic
Modular Design Systems Your Team Can Run
(003)
Content for Six Personas and Three Clearances
One message will not survive the chain of command. The Program Executive wants a two-page impact brief for her budget request. The Contracting Officer needs NAICS codes and past performance. The End-User Engineer wants a demo video that shows the workflow without leaking IP. We build each asset once and version it by clearance and duty.
What we do:
Impact Briefs and Capability One-Pagers
Secure Demo and Technical Explainer Video
Pilot Playbooks for Program Managers
SBIR and Phase II Case Studies
Doctrine Journal Op-Eds and Thought Leadership
Training and Post-Award Success Content
(003)
Content for Six Personas and Three Clearances
One message will not survive the chain of command. The Program Executive wants a two-page impact brief for her budget request. The Contracting Officer needs NAICS codes and past performance. The End-User Engineer wants a demo video that shows the workflow without leaking IP. We build each asset once and version it by clearance and duty.
What we do:
Impact Briefs and Capability One-Pagers
Secure Demo and Technical Explainer Video
Pilot Playbooks for Program Managers
SBIR and Phase II Case Studies
Doctrine Journal Op-Eds and Thought Leadership
Training and Post-Award Success Content
(003)
Content for Six Personas and Three Clearances
One message will not survive the chain of command. The Program Executive wants a two-page impact brief for her budget request. The Contracting Officer needs NAICS codes and past performance. The End-User Engineer wants a demo video that shows the workflow without leaking IP. We build each asset once and version it by clearance and duty.
What we do:
Impact Briefs and Capability One-Pagers
Secure Demo and Technical Explainer Video
Pilot Playbooks for Program Managers
SBIR and Phase II Case Studies
Doctrine Journal Op-Eds and Thought Leadership
Training and Post-Award Success Content
(004)
Capture Enablement and Proposal Creative
In government, sales and marketing merge into one capture team. We give that team the material it needs at every stage: pre-RFP influence, the microsite that goes up the day the solicitation drops, the ROI model framed in program-element lines instead of ARR, and the factsheet the program office shares after you win.
What we do:
Capture Plan Support and Go/No-Go Briefs
Proposal Graphics and Executive Summaries
Industry Day and Base Demo Materials
Trade Show Presence: CANSEC, AUSA, SOFIC and Beyond
Hill-Friendly FAQs and Congressional Visit Kits
Re-Compete and Option-Year Content
(004)
Capture Enablement and Proposal Creative
In government, sales and marketing merge into one capture team. We give that team the material it needs at every stage: pre-RFP influence, the microsite that goes up the day the solicitation drops, the ROI model framed in program-element lines instead of ARR, and the factsheet the program office shares after you win.
What we do:
Capture Plan Support and Go/No-Go Briefs
Proposal Graphics and Executive Summaries
Industry Day and Base Demo Materials
Trade Show Presence: CANSEC, AUSA, SOFIC and Beyond
Hill-Friendly FAQs and Congressional Visit Kits
Re-Compete and Option-Year Content
(004)
Capture Enablement and Proposal Creative
In government, sales and marketing merge into one capture team. We give that team the material it needs at every stage: pre-RFP influence, the microsite that goes up the day the solicitation drops, the ROI model framed in program-element lines instead of ARR, and the factsheet the program office shares after you win.
What we do:
Capture Plan Support and Go/No-Go Briefs
Proposal Graphics and Executive Summaries
Industry Day and Base Demo Materials
Trade Show Presence: CANSEC, AUSA, SOFIC and Beyond
Hill-Friendly FAQs and Congressional Visit Kits
Re-Compete and Option-Year Content
(005)
Pre-RFP Demand and Influence
The best B2G marketing happens before the RFP exists. We help you get in front of the people writing next year's requirements: targeted outreach around SAM.gov and CanadaBuys activity, plain-text campaigns that get through .gov filters, and the tabletop exercises and demo days that put your language in the document.
What we do:
Pre-Solicitation Influence Campaigns
Plain-Text and Executive Outreach Programs
SAM.gov and CanadaBuys Opportunity Targeting
LinkedIn Campaigns Against Solicitation Contacts
Budget-Cycle Content Timing (May through September)
Reporting by Vehicle, Not by Vanity Metric
Industries
B2G marketing for the sectors that sell to government
Where We Go Deep
We do not take every government-facing client. We take the ones with hard technology, a real mission fit and a buying process with consequences attached.
Defense and Aerospace
Primes, subs and the startups trying to get on their vehicles. We build the brand, site and capture content that hold up in front of a program office, respect ITAR and CUI constraints, and give a colonel something to say at the quarterly review. This is the sector we know best.
Dual-Use Deep Tech
Quantum, robotics, autonomy, photonics and AI companies with a commercial product and a government use case. We build dual-use brand architecture that lets one company speak to a venture investor on Monday and a DIU program manager on Tuesday without contradicting itself.
Advanced Manufacturing and the Industrial Base
Additive, precision machining, industrial automation. If you are trying to become part of the defense industrial base, your throughput and tolerances have to become a supply-chain resilience story. We turn shop-floor numbers into the language of a sustainment brief.
MedTech Selling to Public Health Systems
The VA, provincial health authorities, military medicine, public health agencies. Regulated, evidence-driven and slower than any commercial hospital. We build the brand and the evidence narrative together so your marketing survives both a compliance review and a procurement committee.
Industries
B2G marketing for the sectors that sell to government
Where We Go Deep
We do not take every government-facing client. We take the ones with hard technology, a real mission fit and a buying process with consequences attached.
Defense and Aerospace
Primes, subs and the startups trying to get on their vehicles. We build the brand, site and capture content that hold up in front of a program office, respect ITAR and CUI constraints, and give a colonel something to say at the quarterly review. This is the sector we know best.
Dual-Use Deep Tech
Quantum, robotics, autonomy, photonics and AI companies with a commercial product and a government use case. We build dual-use brand architecture that lets one company speak to a venture investor on Monday and a DIU program manager on Tuesday without contradicting itself.
Advanced Manufacturing and the Industrial Base
Additive, precision machining, industrial automation. If you are trying to become part of the defense industrial base, your throughput and tolerances have to become a supply-chain resilience story. We turn shop-floor numbers into the language of a sustainment brief.
MedTech Selling to Public Health Systems
The VA, provincial health authorities, military medicine, public health agencies. Regulated, evidence-driven and slower than any commercial hospital. We build the brand and the evidence narrative together so your marketing survives both a compliance review and a procurement committee.
Process
How we work
Four Phases, One Capture Team
No handoff between strategy and execution, and no wall between marketing and capture. The people who map the power grid are the people who build the site.
Phase 01: Immersion
Technical deep-dive with your engineering team
Lost-bid and debrief analysis
Compliance and clearance constraints mapped
Prime, competitor and vehicle landscape
Phase 02: Capture Mapping
Power grid, not account map: formal roles and shadow influencers
Every contact graded on pain intensity and political capital
Funding lines, vehicles and budget windows identified
Five-gate go/no-go: funding, fit, vehicle, partner, past performance
Phase 03: Build
Mission-first positioning and messaging architecture
Capability statement, decks and one-pagers
Firewall-friendly website and program microsites
Content versioned by persona and clearance
Phase 04: Influence and Scale
Pre-RFP influence: industry days, demo days, doctrine op-eds
Solicitation-week sprint: teaming microsites, targeted outreach
Post-award: talking points, training, congressional visit kits
Reporting on qualified program opportunities and capture win rate
Reporting on pipeline, not impressions
Process
How we work
Four Phases, One Capture Team
No handoff between strategy and execution, and no wall between marketing and capture. The people who map the power grid are the people who build the site.
Phase 01: Immersion
Technical deep-dive with your engineering team
Lost-bid and debrief analysis
Compliance and clearance constraints mapped
Prime, competitor and vehicle landscape
Phase 02: Capture Mapping
Power grid, not account map: formal roles and shadow influencers
Every contact graded on pain intensity and political capital
Funding lines, vehicles and budget windows identified
Five-gate go/no-go: funding, fit, vehicle, partner, past performance
Phase 03: Build
Mission-first positioning and messaging architecture
Capability statement, decks and one-pagers
Firewall-friendly website and program microsites
Content versioned by persona and clearance
Phase 04: Influence and Scale
Pre-RFP influence: industry days, demo days, doctrine op-eds
Solicitation-week sprint: teaming microsites, targeted outreach
Post-award: talking points, training, congressional visit kits
Reporting on qualified program opportunities and capture win rate
Reporting on pipeline, not impressions
Newest trends and insights from our team.
Newest trends and insights from our team.
Stay informed about our latest projects, trends, and industry insights.
What’s new in tech?
What’s new in tech?
What’s new in tech?
© 2025 Fello Agency
Let’s talk.
Tell us about your project whether it’s a brand, campaign, or marketing.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
Let’s talk.
Tell us about your project whether it’s a brand, campaign, or marketing.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
© 2025 Fello Agency
Let’s talk.
Tell us about your project whether it’s a brand, campaign, or marketing.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
B2G marketing FAQ
B2G marketing FAQ
Most of our clients do not come to us because they want more content. They come because pipeline has stalled and nobody can explain why.
You win commercially and lose in government.
The demo lands, the champion loves it, and the deal dies somewhere between the contracting officer and the budget analyst. Your story was built for a CIO chasing upside, not a program manager avoiding a Senate hearing.
Your website looks like a startup, and the program office noticed.
Rainbow gradients, heavy trackers, a site that stalls inside a .mil firewall. Federal buyers decide in seconds whether you will still exist next administration. Your site is answering that question for you.
The RFP dropped and your language was not in it.
By the time a solicitation reaches SAM.gov, the spec is frozen and usually shaped by a prime. If you were not influencing requirements six months earlier, you are competing for a contract someone else already designed.
Marketing sits outside the capture team.
If your marketers are writing brochures while capture writes the proposal, you have two teams and no plan. In B2G, marketing owns pre-RFP influence, the solicitation-week sprint and the post-award narrative, or it is decoration.
Your collateral is consumer-grade.
A glossy brochure screams rookie. A capability statement with NAICS codes, TRL levels and real past performance reads serious. The buying committee is grading you on which one you sent.
You just won a Phase II and have to prove you can scale.
The SBIR was the easy part. Now a program office wants evidence of past performance, a path to Authority to Operate and a story that justifies a production contract three years out. That is a marketing problem wearing a procurement costume.
What does a B2G marketing agency do?
It helps companies sell to government: federal agencies, defense departments, provincial and state bodies, and the primes that hold their contracts. In practice that means positioning built around mission alignment and risk removal, a website that works inside government firewalls, content versioned for a large buying committee, and the pre-RFP influence work that shapes requirements before they are published. The difference from a B2B agency is the buyer. Government buyers are graded on avoiding failure, not chasing upside, and every asset has to reflect that.
Is B2G marketing really that different from B2B?
Yes, in three ways that break the commercial playbook. The clock runs on fiscal law, so missing a budget window costs a year. The committee grows from seven people to twenty once contracting officers, security officers and small-business advocates weigh in. And the buyer psychology flips, from a CIO chasing an edge to a program manager who fears headlines. Layer on ITAR, DFARS, FedRAMP and CMMC and you are in a different sport, not a longer version of the same one.
Do you help with proposals and capture, or just marketing?
Both, because in government they are the same team. We do not write your technical volume, but we build everything around it: the capture narrative, the proposal graphics and executive summary, the teaming microsite, the five-gate go/no-go brief, and the post-award material the program office actually shares. If your marketing is not inside capture, it is a brochure.
Do we need security clearances to work with you?
No. Marketing roles rarely need clearances, and our work stays on the unclassified side of the line. We build content that can be versioned for classified briefings by your cleared staff, and we structure everything so nothing sensitive ever passes through us. Where CUI or ITAR-controlled material is involved, we work inside your constraints, not around them.
You win commercially and lose in government.
The demo lands, the champion loves it, and the deal dies somewhere between the contracting officer and the budget analyst. Your story was built for a CIO chasing upside, not a program manager avoiding a Senate hearing.
Your website looks like a startup, and the program office noticed.
Rainbow gradients, heavy trackers, a site that stalls inside a .mil firewall. Federal buyers decide in seconds whether you will still exist next administration. Your site is answering that question for you.
The RFP dropped and your language was not in it.
By the time a solicitation reaches SAM.gov, the spec is frozen and usually shaped by a prime. If you were not influencing requirements six months earlier, you are competing for a contract someone else already designed.
Marketing sits outside the capture team.
If your marketers are writing brochures while capture writes the proposal, you have two teams and no plan. In B2G, marketing owns pre-RFP influence, the solicitation-week sprint and the post-award narrative, or it is decoration.
Your collateral is consumer-grade.
A glossy brochure screams rookie. A capability statement with NAICS codes, TRL levels and real past performance reads serious. The buying committee is grading you on which one you sent.
You just won a Phase II and have to prove you can scale.
The SBIR was the easy part. Now a program office wants evidence of past performance, a path to Authority to Operate and a story that justifies a production contract three years out. That is a marketing problem wearing a procurement costume.
What does a B2G marketing agency do?
It helps companies sell to government: federal agencies, defense departments, provincial and state bodies, and the primes that hold their contracts. In practice that means positioning built around mission alignment and risk removal, a website that works inside government firewalls, content versioned for a large buying committee, and the pre-RFP influence work that shapes requirements before they are published. The difference from a B2B agency is the buyer. Government buyers are graded on avoiding failure, not chasing upside, and every asset has to reflect that.
Is B2G marketing really that different from B2B?
Yes, in three ways that break the commercial playbook. The clock runs on fiscal law, so missing a budget window costs a year. The committee grows from seven people to twenty once contracting officers, security officers and small-business advocates weigh in. And the buyer psychology flips, from a CIO chasing an edge to a program manager who fears headlines. Layer on ITAR, DFARS, FedRAMP and CMMC and you are in a different sport, not a longer version of the same one.
Do you help with proposals and capture, or just marketing?
Both, because in government they are the same team. We do not write your technical volume, but we build everything around it: the capture narrative, the proposal graphics and executive summary, the teaming microsite, the five-gate go/no-go brief, and the post-award material the program office actually shares. If your marketing is not inside capture, it is a brochure.
Do we need security clearances to work with you?
No. Marketing roles rarely need clearances, and our work stays on the unclassified side of the line. We build content that can be versioned for classified briefings by your cleared staff, and we structure everything so nothing sensitive ever passes through us. Where CUI or ITAR-controlled material is involved, we work inside your constraints, not around them.
Do you work with Canadian companies selling into the US, and vice versa?
Constantly. We are based in Toronto and a large share of our defense work crosses the border in both directions: Canadian companies pursuing DoD and DIU opportunities, and US companies working with DND, CANSEC and CanadaBuys. The compliance regimes differ, the buyer psychology does not.
What makes Fello different from a GovCon marketing shop?
Most B2G marketing agencies grew up serving services contractors bidding on federal work. We grew up in deep tech. Our clients build quantum computers, photonics, autonomy and medical devices, and their government marketing has to explain hard technology to a non-technical buyer without dumbing it down. Brand, web, video and content sit under one roof with one team, so the positioning we write in month one is the thing that ships in the proposal in month four.
How long does B2G marketing take to produce revenue?
Longer than commercial, and anyone who tells you otherwise is selling something. Major contracts typically take eighteen to twenty-four months from first contact. The early work is trust, past performance through pilots and Phase II awards, and influencing requirements before they are written. We structure engagements so there is measurable signal early, like qualified program opportunities and RFI invitations, while the long cycle matures.
What should we measure?
Not MQLs, and not webinar attendance, because .gov domains block your nurture emails anyway. Track qualified program opportunities, capture win rate, proposal investment as a share of contract value, and for dual-use companies, contract-influenced commercial ARR. Land one IDIQ with a five-year ordering period and the scoreboard takes care of itself.
How much does a B2G marketing agency cost?
It depends on scope, and any agency that quotes before understanding your capture pipeline is guessing. What we can tell you is how we structure it. A positioning, capability and website build is a fixed-fee project scoped up front. Ongoing capture support and pre-RFP influence work runs as a monthly retainer sized to the programs you are pursuing. You get real numbers after one discovery call.
Can you help a company that has never sold to government before?
Yes, and it is a large part of what we do. Most of our dual-use clients came to us with a commercial product, a government use case and no idea how SAM.gov or a capture plan works. We start with the opportunity map and the five-gate filter so you pursue the right programs, then build the brand and content that make a first contract believable.
Do you work with Canadian companies selling into the US, and vice versa?
Constantly. We are based in Toronto and a large share of our defense work crosses the border in both directions: Canadian companies pursuing DoD and DIU opportunities, and US companies working with DND, CANSEC and CanadaBuys. The compliance regimes differ, the buyer psychology does not.
What makes Fello different from a GovCon marketing shop?
Most B2G marketing agencies grew up serving services contractors bidding on federal work. We grew up in deep tech. Our clients build quantum computers, photonics, autonomy and medical devices, and their government marketing has to explain hard technology to a non-technical buyer without dumbing it down. Brand, web, video and content sit under one roof with one team, so the positioning we write in month one is the thing that ships in the proposal in month four.
How long does B2G marketing take to produce revenue?
Longer than commercial, and anyone who tells you otherwise is selling something. Major contracts typically take eighteen to twenty-four months from first contact. The early work is trust, past performance through pilots and Phase II awards, and influencing requirements before they are written. We structure engagements so there is measurable signal early, like qualified program opportunities and RFI invitations, while the long cycle matures.
What should we measure?
Not MQLs, and not webinar attendance, because .gov domains block your nurture emails anyway. Track qualified program opportunities, capture win rate, proposal investment as a share of contract value, and for dual-use companies, contract-influenced commercial ARR. Land one IDIQ with a five-year ordering period and the scoreboard takes care of itself.
How much does a B2G marketing agency cost?
It depends on scope, and any agency that quotes before understanding your capture pipeline is guessing. What we can tell you is how we structure it. A positioning, capability and website build is a fixed-fee project scoped up front. Ongoing capture support and pre-RFP influence work runs as a monthly retainer sized to the programs you are pursuing. You get real numbers after one discovery call.
Can you help a company that has never sold to government before?
Yes, and it is a large part of what we do. Most of our dual-use clients came to us with a commercial product, a government use case and no idea how SAM.gov or a capture plan works. We start with the opportunity map and the five-gate filter so you pursue the right programs, then build the brand and content that make a first contract believable.