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
We identified buying team segments and repurposed content to fuel targeted content syndication, account-based display advertising, retargeting and telephone outreach.
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.
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.
Existing content audited, refreshed and mapped to stakeholders within the buying unit
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
Outbound calling to qualify and nurture leads
return on investment
industry average CTR
companies engaged in the campaign
total impressions served
Global Marketing Director, BAE Systems Applied Intelligence
A demand generation centre, comprising seven different marketing technology platforms and telephone outreach, generated target-beating pipeline in a previously underpenetrated sector
Personalized communications and high-end telemarketing, with the close involvement of the Citrix sales team, convinced prospects in Germany to switch to a new SD-WAN provider