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Generating over £600k of pipeline opportunities for O2



World-renowned telecoms and mobile technology specialist O2 has established itself as one of the public sector’s most trusted partners.

But a lack of recent contacts in the healthcare sector brought them back to Cadence Marketing for their public sector engagement and expertise.


A review of O2’s healthcare pipeline revealed a need to re-engage with the marketplace, build brand awareness with the right healthcare contacts, and generate actionable leads.


Working in close collaboration with O2, Cadence Marketing was able to:

  • Identify and engage over 10,000 senior decision-makers from our public sector data community and nurture relevant job roles within the healthcare sector
  • Produce personalised, content-led comms highlighting O2’s partnership with a third-party healthcare organisation
  • Benchmark campaigns with accurate reporting on engagement and conversion via our proprietary iServe email platform to support data-driven decision making


An initial introductory campaign attracted strong click activity, including:

  • 152 interactions from unique contacts
  • 43 downloads of the case study
  • 6 direct replies

Additionally, a follow-up campaign to nurture leads and drive conversions generated:

  • 118 interactions from unique contacts
  • 17 direct replies

Together, the two campaigns generated:

  • £600k+ worth of pipeline opportunities and converted leads within new target accounts
  • A review of O2’s public sector data in light of their experience working with Cadence, resulting in greater oversight of market opportunities and confidence in their data

O2 continues to work with Cadence Marketing on an on-going basis, engaging key decision makers across the public sector and generating qualified leads for their sales team.

Looking to increase your chances of winning contracts in the public sector, just like O2 did?

Tell us more about your public sector marketing goals and get started on your journey to success in the B2G market.

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