Maybe it's just my own ignorance, but in the EU context, I don't understand the difference between a company "lobbying" an agency like Frontex versus a company having a "government sales team" doing "customer outreach" to Frontex?
The usual definition of lobbying involves meetings with various interested 'stakeholders' who are not aiming for a vendor/customer relationship; sales meetings and tenders for goods or services are something separate than someone getting their word in about policy.
One other thing that surprised me in this article is the inclusion of "representatives of EU border control agencies to these meetings, but also international organizations such as Interpol, Europol and the OSCE, as well as representatives from countries known for their brutal border control policies" - I would definitely consider meetings with relevant state institutions from EU countries (which are partners of Frontex) and non-EU countries (which are generally doing equivalent functions as Frontex) as something entirely distinct from lobbying.
In the US, it would have better fit the definition of lobbying if Frontex had gone the elected representatives and pushed them for business. Having webinars and inviting potential government customers is sounds more like what Frontex is doing, and regardless of the ramifications, it's considered standard practice for government sales in US.
Frontex is not looking for government customers, it's (another) government agency - it's the EU-wide European border and coast guard agency that is cooperating/coordinating with all the border control agencies of the individual states. So meeting with these border control agencies is, like, one of the tasks the government has explicitly assigned to them.
