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Generating local authority meetings, and a £6m pipeline, for Babcock International Group



Babcock International Group is a leading provider of engineering support services.

Headquartered in London, the global firm specialises in aerospace, defence and nuclear engineering.

With significant public sector presence in the UK, the firm has annual revenues of over £4.5 billion and an order book of around £20 billion.


Babcock wanted to build upon the recent win of a high value, public sector contract and generate new business leads.

Targeting UK local authorities, the aim was to create short to medium term pipeline opportunities in the form of qualified leads.

To do this they needed a way of accessing key decision makers in local government and a compelling call to action.


Cadence Marketing were chosen to create and deliver the campaign as leading B2G content experts. 

We sparked early engagement with the public sector with an integrated approach via email, a deep-dive survey and industry-led webinar.

Our comprehensive database of local authority contacts was a real gamechanger in supporting Babcock’s market approach, as it instantly put them in front of key organisations and stakeholders.

Finally, our iGov branded survey achieved a high level of completion and findings were fed into a case study presentation and Q&A session during the webinar.


The survey provided Babcock International with some incredible insights into the market. For example:

  • The survey generated 149 completed questionnaires from organisations, representing 35% of the Local Authority sector.
  • The webinar attracted attendance from 20 local authority organisations, each with multiple attendees in strategy, procurement and property management roles.
  • Babcock subsequently generated new business meetings with 12 local authorities, in turn generating a pipeline worth around £6 million.

Babcock continues to work with Cadence Marketing on an on-going basis, engaging key decision makers across the public sector and generating new qualified leads for their sales team.

Looking to increase your chances of winning contracts in the public sector, just like Babcock did?

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