Partner services
Marketing that gets you in front of public sector buyers
A framework place is a licence to sell, not a pipeline. Buyers shortlist the suppliers they've already heard of, can find and trust. We bring in specialist marketing support, shaped by our public sector knowledge, so the right buyers know who you are before they start looking.
Rated 5.0 on GoogleAt a glance
What we cover
- Strategy
- Brand
- Search and AI search
- PR and advertising
- Thought leadership
- Video, podcasts and events
- Web design
- Built for
- Suppliers on, or applying for, frameworks such as G-Cloud, DOS and Technology Services who need buyers to notice them
- Delivered by
- Our specialist marketing partner, arranged and co-ordinated by Advice Cloud
Why it matters
Why a framework place doesn't guarantee a single sale
Think of a framework as a pass into a trade show. It gets you through the door, alongside thousands of other suppliers, and once you're in, every supplier on the framework is treated as equal. Nobody walks to your stand because you have a pass. They come because they've heard of you, they can find you, and what they see makes them want to talk.
Public sector buyers do their research long before a requirement goes live. By the time they search a framework or invite bids, they often already have names in mind. Marketing is how you become one of those names.
What happened on G-Cloud 14
- suppliers awarded a place
- 4,000+
- recorded any sales through it
- Fewer than 1,800
- of spend went to the top 10% of those
- 62%
Source: GCA G-Cloud spend data, January 2025 to September 2026, analysed by Advice Cloud. Supplier count as reported at award.
Where marketing makes the difference
Three steps that decide who gets shortlisted
Marketing to the public sector isn't about selling during a live tender, when procurement rules treat every bidder the same. It's about the months before and after.
When buyers are researching
Buyers read, search, ask peers and attend events to understand what's possible. If you're visible here, through search, PR, events and content, you're in their thinking before the requirement is written.
When buyers are comparing
Buyers check your website, case studies and reputation alongside your framework listing. A clear brand and a site that answers their questions make you the safe choice.
When you can prove it
Every contract is a story the next buyer wants to hear. Case studies, video and PR turn one win into credibility for the next.
What we offer
Marketing services for public sector suppliers
Use one service or several. Most suppliers start with strategy, so every pound after that is spent reaching the buyers who matter.
Plan
- Marketing auditA review of your website, thought leadership content, social proof and search visibility from a buyer's point of view, with a prioritised list of fixes.
- Go-to-market strategyWhich buyers, frameworks, messages and channels to focus on, in a plan your team can run.
- Brand developmentA brand and proposition that look credible to a cautious buyer and stand apart from the other suppliers on your lot.
Get found
- SEORank for the services and problems buyers search for, including framework and lot terms.
- AI searchHelp AI assistants find, understand and accurately describe what you do.
- Digital PRCoverage in the trade and public sector media your buyers read, and the authority that comes with it.
- AdvertisingPaid campaigns aimed at the organisations and roles you sell to, not everyone.
Build trust
- Video creationExplainers, case studies and demos that show buyers what working with you looks like.
- PodcastingA channel that builds relationships with buyers and experts, and a library of credible content.
- Event planning and managementRoundtables, briefings and exhibition stands that get you in the room with the right people.
Convert
- Web designA website that answers a buyer's due diligence questions and turns visits into conversations.
- Email nurture and marketing automationKeep in touch with buyers through long buying cycles, with useful content that keeps you front of mind until a requirement appears.
- Sales enablement contentCapability statements, case studies and one-page service summaries your team can use in buyer meetings and bids.
Marketing your framework place, within the rules
The Government Commercial Agency (GCA) actively encourages suppliers to promote their position on its agreements, and publishes a supplier marketing toolkit with its logo, approved wording and guidance.
There are limits. Every supplier on an agreement is treated as equal, and the logo should only promote what you actually offer through it. Our campaigns are built to make the most of your position without overstepping.
Where to start
- 1Get the strategy right. Who you're targeting, what makes you different, and where buyers will find you.
- 2Fix the foundations. Brand, website and search, so interest has somewhere to land.
- 3Build visibility. PR, advertising, events and content aimed at your target buyers.
- 4Measure and refine. Track what turns into conversations, and do more of it.
Already on G-Cloud? Start with a G-Cloud Buyability review to see how your listing performs in buyer searches.
How we help
Public sector knowledge, joined up with specialist marketing
Most marketing agencies don't know how public sector buying works, and most procurement specialists don't do marketing. We bring the knowledge of frameworks, buyers and procurement rules. Our specialist marketing partner brings the creative and channel expertise. You get one plan, aimed at the buyers who can actually award you work.
- 1
Talk to us
We look at your frameworks, target buyers and what you're doing today.
- 2
Scope and proposal
You get a recommendation on where to start, and a clear proposal.
- 3
Plan and deliver
Strategy first, then the activity, delivered by our partner with us involved throughout.
- 4
Measure what matters
We report on conversations and opportunities, not just clicks.
Talk to us about public sector marketing
Tell us what you need and we'll come back to you, or book a call with one of our team.
Speak with our marketing experts
Pick a time that suits you. We'll talk through your frameworks, the buyers you want to reach and what's held you back so far.
Public sector marketing: your questions answered
We're on a framework. Why aren't buyers contacting us?
Because a framework place makes you eligible, not visible. You're one of hundreds or thousands of suppliers who can be bought from, and buyers rarely start from a blank list. They shortlist suppliers they already know, can find easily and trust. Marketing gets you on that list.
Are we allowed to market our framework place?
Yes, and GCA encourages it. Its supplier marketing toolkit includes a supplier logo, approved wording and guidance. Stick to what you offer through the agreement, and don't suggest you're preferred over other suppliers on it.
How is marketing to the public sector different?
Buying cycles are longer, decisions involve more people, and once a procurement is live every bidder has to be treated equally. So the work happens earlier: building awareness and trust before a requirement is written, and making sure buyers can verify you when they check.
What is AI search, and why does it matter?
AI assistants and AI-generated search results now answer questions that people used to research across several websites. AI search optimisation makes sure those tools can find your content, understand what you do and describe you accurately when someone asks about suppliers in your field.
Do we need all of these services?
No. Most suppliers need a clear strategy and a few well-chosen channels, not everything at once. We'll recommend where to start based on your buyers, your frameworks and your budget.
Can you work alongside our in-house marketing team?
Yes. Many suppliers have capable marketers who are new to the public sector. We can set the strategy and fill specific gaps, such as PR, video or search, while your team runs the rest.
How will we know it's working?
We agree measures up front that link to pipeline: target buyers engaged, conversations started, invitations to bid and framework sales. Traffic and impressions are useful signals, but they aren't the goal.
How much does it cost?
It depends on which services you need, how much activity you want and over what period. You'll have a clear scope and proposal before you commit to anything.
Who does the work?
Our specialist marketing partner delivers the creative and channel work, with Advice Cloud involved throughout to keep it focused on public sector buyers. You'll know exactly who is doing the work before you commit to anything.