BAE systems Intelligent segmentation, targeting and tech platform orchestration drove 613% ROI for BAE Systems

A demand generation center, comprising seven different marketing technology platforms and telephone outreach, generated target-beating pipeline in a previously underpenetrated sector


above industry average click-through rate


ROI based on pipeline generated

BAE Systems needed to increase brand awareness and generate sales pipeline in the cybersecurity sector.

We identified buying team segments and repurposed content to fuel targeted content syndication, account-based display advertising, retargeting and telephone outreach.

The challenge

BAE Systems is the largest defence contractor in Europe but is less known for its work in cybersecurity.

It had a vast target audience for this proposition, spanning the UK and US; and multiple tools and platforms which needed careful orchestration.

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The strategy

We analyzed prospects’ buying teams, as well as BAE’s existing marketing collateral, then refreshed assets and mapped them to the segments.

Content syndication was run through 23 media partners, with supporting brand-level messaging deployed through account-based and segment-based programmatic display advertising.

Data was consolidated from seven different tech platforms, including intent, paid social, email, programmatic and engagement results; providing a single source of the truth for the marketing and sales teams. Leads were qualified and nurtured by our in-house telephone outreach team, supported by an online retargeting campaign.

The results 

The campaign reached a vast audience of 4,206 accounts to hit the brand awareness brief.

The click-through rate on the program achieved 200% of industry average and pipeline created represented a return on investment of 613%.

Key deliverables

  • Content audit and refresh

    Existing content audited, refreshed and mapped to stakeholders within the buying unit

  • Digital orchestration

    Orchestration of Mediamath demand side programmatic platform, TechTarget for intent data, Marketo for scoring and nurturing, Demandbase to monitor engagement, Google Data Studio for campaign analytics, Salesforce CRM, and Argus to identify marketing qualified accounts

  • Telephone outreach

    Outbound calling to qualify and nurture leads

The campaign in numbers


return on investment


industry average CTR


companies engaged in the campaign


total impressions served

The team quickly understood our requirement to reach specific buying groups across a combination of sectors, company sizes and geographies. They helped us build a Demand Generation Center that utilized programmatic advertising, social advertising, intent data, re-marketing, email and telemarketing. The coordination of these channels and the appropriate message by audience significantly improved our lead generation.

Amy Perez
Global Marketing Director, BAE Systems Applied Intelligence