Most marketing guides are built for the commercial market. They assume 90-day sales cycles, MQL-driven funnels, and buyers who make decisions quickly.
The UK public sector doesn’t work like that. And marketing strategies built for the commercial market tend to fail — quietly and expensively — when applied to government, the NHS, or local authorities.
That’s why we built the Public Sector Edition.
The aimco AI-Driven SaaS Marketing Playbook — Public Sector Edition is a free, 10-chapter strategic framework for technology vendors selling into UK central government, local authorities, the NHS, and education institutions. It covers the same ten marketing capabilities as the standard edition — brand and positioning, content strategy, SEO, demand generation, lead nurturing, attribution, sales alignment, customer marketing, analyst relations, and AI enablement — but every chapter is adapted for the realities of public sector selling.
Each chapter includes a Public Sector Data Lens — a practical callout with sector-specific tactics, data points, and compliance considerations that you won’t find in any generic B2B marketing guide.
The UK public sector spends £19.6bn a year on technology (Tussell, 2023–24). That spend is growing. The contracts are publicly visible. The procurement timelines are predictable. And the majority of vendors are approaching it with the wrong playbook.
This one was built for the right one. It’s free to download.
