Turning Public Sector Intelligence into Marketing Advantage
For Chief Marketing Officers, the challenge isn’t only reaching the public sector — it’s understanding it.
For Chief Marketing Officers, the challenge isn’t only reaching the public sector — it’s understanding it.
Across categories and authorities, public sector demand shifts constantly as contracts renew, budgets reallocate, and spend trajectories evolve. Without visibility of where spending is increasing or which services are gaining traction, marketing teams struggle to position the organisation effectively or align campaigns with real opportunity.
That’s where Be Connected gives CMOs the visibility to lead with confidence.
By mapping contract renewals, incumbent suppliers, and spend activity across the public sector, Be Connected enables marketing leaders to target smarter, plan campaigns with precision, and elevate their brand’s visibility within the markets that matter most.
Why CMOs Need Data-Driven Market Insight
Traditional marketing analytics stop at engagement. Be Connected goes further — providing market intelligence that connects marketing activity to genuine demand.
It helps CMOs and their teams:
- Understand spend trajectories across public sector categories, identifying where demand is growing and which services are being prioritised.
- Target campaigns by renewal activity, focusing content, advertising, and outreach on organisations preparing to re-procure relevant services.
- Analyse incumbent suppliers and contract expiry cycles to time marketing campaigns for maximum impact.
- Measure campaign relevance by comparing marketing focus areas against real market movement, ensuring alignment between messaging and demand.
With Be Connected, CMOs transform marketing strategy from assumption-led to opportunity-led — ensuring every campaign is grounded in verified public sector data.
What Be Connected Delivers for Chief Marketing Officers
Designed for precision and positioning, Be Connected enables marketing leaders to connect brand, insight, and opportunity.
CMOs can:
- Build campaign strategies around live renewal data and spend trajectories.
- Identify emerging sectors and categories with rising public sector demand.
- Time product launches and campaigns to coincide with contract cycles.
- Refine messaging to address active buyers and current needs.
- Align marketing and sales around shared, data-backed priorities.
Live Example:
Targeting with Spend Trajectory Data
A CMO for a national IT services company used Be Connected’s Cloud and Data Centre datasets to analyse spend trajectories across 200 public sector organisations.
The data showed a significant rise in renewal activity within higher education, driven by digital infrastructure upgrades.
By repositioning campaign content and targeting universities approaching renewal, the marketing team achieved a 42% increase in engagement and generated qualified leads that converted into £1.1 million in new contracts.
Be Connected turned intelligence into timing — enabling marketing strategy to meet opportunity at the perfect moment.
Building a Marketing Function Driven by Market Reality
Be Connected empowers CMOs to make marketing strategy a leadership function — one that guides business growth through market understanding, not speculation.
With live, verified public sector intelligence, CMOs can:
- Plan campaigns based on real spend trajectories and renewal data.
- Anticipate where market demand will shift next.
- Strengthen alignment between marketing, sales, and commercial leadership.
- Focus resources where visibility and engagement will have the most impact.
With Be Connected, marketing becomes measurable — connecting insight to influence and intelligence to impact.
Book a Marketing Leadership Briefing
In just 45 minutes, we’ll show you:
- How Be Connected maps public sector spend trajectories and renewal patterns
- How marketing teams can target campaigns around live opportunity data
- How intelligence-driven marketing creates measurable results and stronger brand positioning