The French public procurement market represents over 200 billion euros in annual orders. Yet most technology companies focus exclusively on B2B, overlooking a high-potential segment: B2G (Business-to-Government).
Having led several digital transformation projects involving B2B and B2G platforms — notably aquagir.fr and Numérique360 for the Banque des Territoires (France's public investment arm) — I share in this article the concrete strategies for making this transition successfully.
What Is B2G and Why Should You Care in 2025?
B2G refers to commercial transactions between private companies and public administrations: local authorities, government ministries, public institutions, hospitals, and universities.
Key Figures of the French Public Procurement Market
| Indicator | Value |
|---|---|
| Annual public procurement volume | 200+ billion € |
| Number of procedures per year | ~500,000 |
| SME share of contract awards | 60% |
| Growth of digital procurement | +25% per year |
Why B2G Is Strategic for Digital Platforms
- Contract recurrence: Framework agreements generate predictable revenue over 3 to 4 years
- Reference effect: A public-sector client lends credibility to your solution in the private sector
- Guaranteed volume: Public administrations have approved budgets and spending obligations
- Barriers to entry: Regulatory complexity limits competition
Case Study: aquagir.fr and Numérique360, Two Exemplary B2G Platforms
Before diving into the methodology, let's examine two concrete examples of successful B2G platforms I had the opportunity to work on.
aquagir.fr: The Reference Platform for Local Authority Water Management
Context: Launched by the Banque des Territoires, aquagir.fr supports local authorities in their water management projects, from design to delivery.
What makes it successful in B2G:
| Feature | Value for Local Authorities |
|---|---|
| Funding engine | 650+ referenced grants (Water Agencies, Regional, National) |
| Marketplace | Connection with qualified service providers |
| Case studies | 564+ testimonials from local authorities (Grand Avignon, SMIVAL, etc.) |
| 6-step journey | Support from idea to implementation |
| Diagnostic tools | AquaRepère for analyzing local resources |
| Free support | Dedicated advisors for each project |
Key lessons:
- Sector-specific approach: Drinking water, sanitation, flooding, aquatic ecosystems
- Quality content: 109 expert articles, 49 concrete action proposals
- Social proof: Video testimonials from elected officials and local government technicians
- Partner ecosystem: Water Agencies, CEREMA (national center for studies on risks and the environment), professional associations
Numérique360: The Digital Transformation Accelerator for Local Government
Context: Numérique360 supports local authorities in their digital, data, and AI projects.
Platform architecture:
| Pillar | Content |
|---|---|
| 5 themes | Ecological transition, Attractiveness, Citizens/solidarity, Mobility, Tech governance |
| Case studies | 185+ documented cases (Béziers, Le Havre, Pays Basque, Nièvre...) |
| Marketplace | Digital solutions for local authorities |
| Funding | Intracting, digital infrastructure, digital services |
| Events | Forum Numérique, World AI Cannes Festival, BIM World |
Notable B2G innovations:
- Annual outlook report: Data, AI and Cybersecurity — thought leadership positioning
- Dedicated podcast: "Le Hub à l'écoute" — Data & AI episode
- Thematic dossiers: Frugal AI, Smart territories, Digital sovereignty
- Localtis integration: News feed for local authorities
The 7 Fundamental Differences Between B2B and B2G
1. The Sales Cycle
| Aspect | B2B | B2G |
|---|---|---|
| Average duration | 3–6 months | 6–18 months |
| Process | Direct negotiation | Formal tendering process |
| Decision-maker | Executive or committee | Award commission |
| Flexibility | High | Heavily regulated |
aquagir example: The 6-step journey reflects this long cycle exactly — from "I put it on the agenda" all the way to "I implement it," including the funding phase.
2. Regulatory Compliance
In B2G, your platform must comply with:
- The Public Procurement Code (Code de la commande publique): Regulated purchasing procedures
- Enhanced GDPR (RGPD): Data hosting in France is mandatory for certain contracts
- Digital accessibility standards (RGAA — France's government accessibility framework): Compliance with accessibility norms
- The RGS (Référentiel Général de Sécurité — General Security Framework): Cybersecurity standards
Numérique360 example: The explicit mention of "Accessibility: non-compliant" in the footer shows the transparency required — and the ongoing effort to address it.
3. Technical Interoperability
Public administrations use specific information systems:
- Chorus Pro: Mandatory electronic invoicing
- France Connect: Government agent authentication
- API Entreprise: Legal data verification
- PISTE: Public data exchange platform
aquagir example: Integration with the Banque des Territoires provides direct access to funding offers (aquaprêt loans, consignment funds) without re-entering data.
4. Support Expectations
| B2B | B2G |
|---|---|
| Standard SLA (99.5%) | Enhanced SLA (99.9%) |
| Business-hours support | Extended support for continuous public services |
| Commercial documentation | Exhaustive technical documentation |
| On-demand training | Formalized training plans |
Concrete example: On both aquagir and Numérique360, free personalized support is highlighted from the homepage — it's a key differentiator in B2G.
5. Pricing
The B2G pricing model differs significantly:
- No dynamic pricing: Prices must be set in advance
- Regulated discounts: Mandatory transparency on pricing conditions
- Price revision: Indexation mechanisms are contractually defined
- No post-award negotiation: The proposed price is final
6. Intellectual Property
Public contracts often include specific clauses:
- Transfer of rights on custom developments
- Source code access in case of vendor failure
- Mandatory data reversibility
- Technology benchmark clauses
7. Reporting and Transparency
Public administrations require complete traceability:
- Detailed usage dashboards
- Periodic execution reports
- Compliance audits
- Contractual performance indicators (with associated penalties)
A 5-Step Strategy to Transition from B2B to B2G
Audit Your Platform's Maturity
Before getting started, assess your B2G readiness:
Technical checklist:
- Hosting in France (or EU with guarantees)
- RGAA (French accessibility standard) compliance at AA level minimum
- APIs compatible with public-sector standards
- Chorus Pro-ready invoicing system
- Complete technical documentation
Organizational checklist:
- Team capable of responding to tenders
- Documented client references
- Relevant certifications (ISO 27001, HDS for healthcare)
- Enhanced support capacity
Identify the Right Contracts
Not all public contracts are equal. Target strategically:
Best contracts to start with:
- Mid-sized local authorities (50,000–200,000 inhabitants)
- Innovative public institutions (French Tech, public incubators)
- Adapted procedure contracts (MAPA) under €90,000 excl. VAT
- Central purchasing bodies (UGAP, CAIH, RESAH)
Monitoring sources:
- BOAMP (France's official public procurement bulletin)
- Digital procurement platforms (AWS, Maximilien, E-marchespublics)
- TED (Tenders Electronic Daily) for European contracts
Build Public-Sector References
The public sector places enormous value on existing references. Here's how aquagir and Numérique360 built their credibility:
1. Capitalize on case studies
On aquagir, every successful project becomes content:
- Video interview of the elected official or technician
- Project sheet with context, solution, and results
- Hard data: budget, timeline, impact
Concrete examples:
- Grand Avignon: securing Île Piot against Rhône River flooding
- Pays Basque metropolitan area: inclusive websites
- Le Havre Seine Métropole: digital twin for asset management
2. Create an institutional partner ecosystem
On Numérique360, partners include:
- CEREMA
- Agence Nationale de la Cohésion des Territoires (National Agency for Territorial Cohesion)
- Associations of elected officials
- Professional unions
3. Participate in sector events
Both platforms reference and participate in key events:
- CGLE (Local Water Management Forum)
- Forum Numérique des collectivités (Local Government Digital Forum)
- BIM World
- Cycl'Eau (regional water events)
Master the Art of Tender Responses
The quality of your bid is decisive.
Winning technical proposal structure:
- Understanding the need (10%): Rephrase and enrich the specifications
- Proposed solution (40%): Detail features and architecture
- Deployment methodology (20%): Timeline, governance, risk management
- Project team (15%): CVs and references of team members
- Service commitments (15%): SLA, support, ongoing maintenance
Fatal mistakes to avoid:
- Generic, non-personalized responses
- Failure to comply with required formats
- Lack of evidence (references, certifications)
- Unreasonable pricing (too low = suspicion, too high = elimination)
Sustain the Public Client Relationship
Winning a contract is just the beginning. Client retention in B2G requires:
Operational excellence:
- Strict compliance with contractual commitments
- Anticipating evolving needs
- Proactive communication on incidents
- Regular and transparent reporting
Relationship building:
- Regular steering committees
- Participation in the client's events
- Proposing continuous improvements
- Shared regulatory monitoring
UX/UI Best Practices for B2G: Lessons from aquagir and Numérique360
1. Navigate by Use Case, Not by Feature
aquagir structures its content by sector-specific themes:
- Stormwater management
- Flood prevention
- Drinking water production
- Sanitation
Numérique360 follows the same logic:
- Ecological transition
- Mobility
- Citizens and solidarity
Why it works: An elected official or a Director General of Services isn't looking for "a CRM" or "an API." They're looking to "reduce leaks in my water network" or "improve digital accessibility for my municipality."
2. Structured Support Journey
Both platforms offer a 6-step journey:
| Step | aquagir | Numérique360 |
|---|---|---|
| 1 | I put it on the agenda | I launch my project |
| 2 | I get inspired | I get inspired |
| 3 | I build my skills | I upskill |
| 4 | I plan | I run my diagnostics |
| 5 | I secure funding | I find a solution |
| 6 | I implement | I secure funding |
Why it works: Local authorities need guidance. A clear journey reduces anxiety and increases engagement.
3. Massive Social Proof
- aquagir: 564 case studies
- Numérique360: 185 case studies
Each testimonial includes:
- Photo of the contributor
- Name and role
- Relevant local authority
- Problem and solution
4. Free Access to Value
Both platforms offer for free:
- Personalized support from dedicated advisors
- Diagnostic tools (AquaRepère)
- Funding search engine
- Expert content and methodological resources
Why it works: In B2G, trust is built over time. Providing value with no immediate quid pro quo establishes credibility.
Mistakes to Absolutely Avoid
1. Underestimating Administrative Complexity
B2G is not B2B with more paperwork. It is a discipline in its own right that requires specific expertise.
2. Proposing an Overly Aggressive Price
An abnormally low price triggers a verification procedure and generates distrust.
3. Neglecting the Application Phase
Even with the best technical offer, an incomplete administrative file leads to disqualification.
4. Ignoring the Partner Ecosystem
Integrators, IT services companies, and specialized consultancies are key prescribers. On aquagir, the marketplace serves precisely to federate this ecosystem.
5. Trying to Move Too Fast
The public sector has its own pace. Forcing the timeline is counterproductive.
Conclusion: B2G, a Strategic Investment
The transition from B2B to B2G represents a significant investment: technical adaptation, skills development, and a long sales cycle. But the rewards match the effort.
The success of aquagir.fr and Numérique360 demonstrates that a well-designed B2G platform can become:
- An essential hub for an entire sector
- A source of qualified leads for a partner ecosystem
- A public policy tool that goes beyond the purely commercial
A platform positioned in B2G benefits from:
- Client portfolio diversification
- Revenue recurrence through multi-year contracts
- Enhanced credibility with the private sector
- A competitive moat thanks to market complexity
The key to success? A methodical approach, strategic patience, and uncompromising operational excellence.
Evaluating a tech target or preparing a B2G transition? Read my analysis on tech due diligence in the age of vibe coding, or let's talk.
