When your audience is a dozen procurement officers, 50 decision-makers across three states, or one specific department with a single buyer… you don’t need reach. You need precision.

As someone who’s worked on B2G (business-to-government) campaigns, from state transportation departments to port authorities to niche tech buyers within federal agencies, I’ve learned that the smaller the list, the sharper your strategy has to be. But that doesn’t mean your tactics are limited. In fact, a narrow target can be your biggest advantage, if you know how to work it.

Here’s how to reach a hyper-specific, often bureaucratic and slow-to-move audience, especially when you might not even have a list to start with.

1. No List? Start with Smart Research

You won’t always be handed a ready-to-go list. Often, you’re starting from scratch. If you’re building your target list from scratch, start by identifying the 10 – 15 agencies or departments most likely to need your solution.

Then build outward using tools like:

• ZoomInfo – A B2B database that helps you find and filter verified contacts based on job title, department or agency. It’s especially useful for getting direct phone numbers, email addresses and understanding organizational structures.
• GovWin and SAM.gov – These platforms provide insight into federal and state-level procurement activity, including open bids, contract history and agency contacts.
• Public bid databases – Great for tracking who’s won what, upcoming RFPs and procurement trends.
• LinkedIn – Use it to find relevant employees, see mutual connections or spot leadership changes that might signal new opportunities.
• Relevant tradeshow and conference lists – Check event websites for speaker lineups or attendee lists. These often reflect who’s active and invested in the space.

Pro tip: Search for agencies with new funding, open RFPs or leadership changes. Those signals can indicate a readiness to explore new solutions.

2. Match Messaging to Their Workflow & and Buying Cycle

Government buyers aren’t all sitting at a desk, and they’re rarely on the same timeline.

Ask yourself:

• Are they in the office on a desktop all day? Try email, direct mail and LinkedIn.
• Are they mobile or field-based? Optimize everything for mobile, and test SMS with clear, respectful CTAs.

Then, consider where they are in the buying cycle:

• Gathering info for next year’s RFP?
• Stuck in committee reviews?
• Finalizing budgets?

Tailor your messaging to match their stage and pain points. Highlight what’s inefficient, outdated, noncompliant or draining resources. And then figure out how you can fix it.

3. Telemarketing Isn’t Dead (Especially in Government)

We’ve seen this work firsthand: a well-timed phone call can be the tipping point. Government employees are mostly back in the office, and they’re more receptive to calls than you might think. But it’s all about how you do it.

Try these tips:

• Use calls as a follow-up, not a starting point
• Keep voicemails short, specific, and relevant to them
• Aim for dialogue, not a pitch

When layered with other touchpoints, telemarketing can be the human connection that breaks through the noise.

4. Personalization Is Everything

When your list is small, you don’t get second chances with generic outreach.

Instead, try this:

• Reference their initiatives and pain points in subject lines and content
• Tailor landing pages to the agency and/or region with personalized messaging and creative
• Connect your solution to their mission, not just your features

In a world of limited contacts, personalization isn’t extra effort. It’s the whole strategy.

5. Word-of-Mouth Moves Mountains

Government may move slowly, but word spreads quickly. Many professionals stay in the field for years, and they know each other. They talk across departments. They bring vendors with them when they change agencies. That’s why your current customer experience is your best marketing.

Try this:

• Keep testimonials fresh and relevant
• Use real outcomes in your case studies
• Highlight client logos and quotes across outreach and landing pages
• Make reputation-building part of your process, not an afterthought

6. Aim for 7 Smart Touchpoints

You’ve probably heard the “Rule of 7.” It takes an average of seven touches to convert a lead. That’s especially true in government.

Build a plan with smart, layered engagement through:

1. Personalized email with a clear value prop
2. Follow-up with a case study or industry insight
3. LinkedIn DM or sponsored content
4. Strategic phone call or voicemail
5. Direct mail (yes, it works again!)
6. Invite to a webinar or short explainer video
7. Final touch around a budget deadline or relevant news

Each interaction builds recognition and trust—just be consistent and thoughtful.

7. Lead With Proof, Back It with People

Credibility gets your foot in the door, but relationships close the deal.

Start by establishing trust with:

• Case studies from similar agencies
• Testimonials from current government clients
• Relevant certifications, contracts or compliance badges

Then, nurture those connections by:

• Setting up a meeting to provide more details
• Sending personalized follow-ups to keep the conversation going
• Ensuring it’s easy for them to speak with a real person when needed

Even in the public sector, people buy from people they trust.

Small Audiences Deserve Big Strategy

Marketing to government isn’t about casting a wide net. It’s about precision, empathy and earned trust. Whether you’re working with a list of 200 or starting with zero, focus on relevance over reach, relationships over volume and strategy over spray-and-pray. Because in government, your customers talk. So, make sure what they’re saying sends your next prospect running toward you…not away.