How Does Marketing Help You Win Tenders?

Lindsay Burnham • August 29, 2026

Marketing and tendering can be seen as two very different disciplines but what if marketing is actually the key skill that can help you win tenders?

The marketing function within a business is the strategic driver of growth but also demonstrates creative, outward-facing and sales and customer alignment. Tender writing is another skill, focused on value and demonstrating experience in a relevant and structured way to demonstrate compliance. But marketing positioning, strengths, client profiling and communication can be what assessors are looking for you to tell them.

Tender submissions often refuse marketing material and information that isn’t directly answering their questions. But using information that marketing generates such as data, scope, demonstrable results, case studies and KPIs can be translated into the evidence needed. Changing the focus from what your business wants to tell clients to what the client wants to hear will lead to positive results.

When writing a tender response, thinking about how the client will perceive the information is a good starting point. Thinking like an assessor, is the equivalent of understanding your audience – something marketers truly understand. Reponses should be tailored to how your organisation can reduce the risk of the service and offer elevated positive outcomes. This is often across several topics including project mobilisation, safeguarding, compliance and social value. Building confident responses that consistently demonstrates quality and governance shapes the structure of your bid.

Using marketing stories and case studies are useful as long as they are adapted to be fact driven and relevant to the needs of the tender. Ensure each one includes outcomes, feedback and evidence so it can be used effectively and build on the commitments you have made. This is particularly useful when answering questions related to successful contract implementation and social value. Be clear, tender questions will have a word limit and you need to convey your message in a concise way.

A bit about Label Marketing

Label Marketing is a business with a wealth of experience behind it delivering marketing services including tender writing to SMEs and global companies in the following sectors:

Health and Social Care
Manufacturing
Technology
Fashion
Professional Services
Property Management

If you are looking for support to deliver your marketing strategy, social media, copywriting, blog posts, tender writing or website content then get in touch.

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