Defence Lead Generation UK for Farnborough Airshow Engagement

This Defence Lead Generation UK case study demonstrates how a specialist UK defence technology provider secured 32 confirmed on-site meetings at the Farnborough International Airshow through a structured three-month outbound campaign. The project was followed by a dedicated post-show follow-up phase that generated qualified RFQs and NDA agreements within active defence programmes.

Overview

The client is a UK-based defence and aerospace technology provider supplying advanced electronic subsystems into complex, high-specification environments. The business operates primarily within the defence supply chain, supporting Tier 1 contractors and specialist integrators across land, air and unmanned systems platforms.

Typical project values range between £200,000 and £2 million depending on application scope and production volumes. Sales cycles are long and frequently exceed 18 months, particularly where technologies must be evaluated, tested and approved within regulated procurement structures.

Although the company had strong technical credibility and established industry relationships, its leadership team recognised that attendance at the Farnborough International Airshow alone would not guarantee meaningful commercial conversations. In previous years, exhibition activity had produced a mixture of general enquiries and informal discussions, but limited structured pipeline visibility.

A structured Defence Lead Generation UK campaign was therefore commissioned to ensure targeted engineering and procurement decision-makers were engaged in advance and scheduled for formal meetings during the event.

The Reality of Defence Lead Generation UK in Aerospace Markets

Defence Lead Generation UK differs significantly from generic B2B prospecting. The addressable market is narrow, institutional and highly regulated. Decision-makers are senior, often insulated by procurement teams and programme management structures. Access requires persistence, credibility and sector understanding.

Inbound marketing rarely captures specification-stage opportunities within defence. Buyers are not browsing for new suppliers during active programme cycles. Instead, supplier positioning occurs through long-term relationship building and early technical dialogue.

The Farnborough International Airshow, organised by Farnborough International, represents one of the most significant global gatherings of aerospace and defence professionals. However, the scale of the event means that without pre-arranged appointments, exhibitors risk relying on unpredictable stand traffic.

For defence suppliers investing substantially in exhibition presence, structured outbound appointment setting is commercially prudent rather than optional.

Strategy and Campaign Execution

The Defence Lead Generation UK campaign ran over a three-month period leading up to the airshow. The strategy combined engagement with existing contacts and targeted cold outreach to carefully selected prospect accounts.

Target segments included Tier 1 aerospace manufacturers, defence electronics integrators, unmanned systems developers and specialist subsystem suppliers operating across the UK and selected European markets. Particular emphasis was placed on identifying programme managers, chief engineers, heads of procurement and technical directors responsible for supplier evaluation.

A bespoke database was constructed through structured research, combining the client’s CRM data with newly identified prospects. Each contact was verified to ensure role alignment and programme relevance. The objective was not volume but precision.

Telemarketing was selected as the primary channel due to the limited size of the market and the importance of direct engagement. Agents were extensively briefed on the client’s technical capabilities, differentiators and relevant project references to ensure conversations were commercially substantive and credible.

The call structure was deliberate. Initial conversations aimed to confirm planned attendance at Farnborough. Where attendance was confirmed, the agent introduced the client’s technology in the context of known programme challenges. Where alignment existed, a specific meeting slot at the stand was proposed and scheduled.

Where prospects were undecided about attending, agents positioned the airshow as an opportunity for technical dialogue, rather than a sales meeting. Follow-up calls and confirmation emails ensured meeting commitments were secured and diarised.

Throughout the campaign, detailed intelligence was gathered regarding programme timelines, budget windows and competitor positioning. This information later informed the post-show strategy.

Approximately 390 targeted calls were completed over the campaign period, maintaining a focus on senior-level conversations rather than broad contact volumes.

Results of the Campaign

The Defence Lead Generation UK campaign secured 32 confirmed on-site appointments at the Farnborough International Airshow. Each meeting involved a qualified engineering or procurement stakeholder aligned with active or upcoming aerospace or defence programmes.

In addition to confirmed meetings, a further 21 prospects indicated provisional interest, several of whom subsequently visited the stand following pre-event engagement.

The quality of conversations was materially stronger than in previous exhibition cycles. Rather than reactive stand interactions, discussions were structured, contextual and aligned with specific programme requirements.

Following the airshow, Reexia implemented an eight-week structured follow-up campaign. All stand visitors and engaged prospects were categorised by commercial relevance and technical fit. Telephone follow-up was conducted to advance discussions into formal next steps.

This second phase resulted in five active RFQ discussions and three NDA agreements for deeper technical evaluation. While defence procurement timelines extend beyond immediate reporting windows, the campaign created pipeline visibility into multi-year opportunities with potential combined project values exceeding £3 million.

Importantly, the client gained clarity on programme entry points and specification windows, enabling more informed account development planning.

Commercial Impact and Strategic Value

In defence markets, pipeline development is strategic rather than transactional. Early positioning within programme discussions can determine supplier selection long before public announcements or contract awards.

The Defence Lead Generation UK campaign ensured the client entered relevant technical conversations before procurement stages were formally announced. It transformed exhibition participation from passive presence into structured account engagement.

Outbound telemarketing complemented existing inbound relationships. It accelerated access to engineering and procurement stakeholders who might otherwise have remained inaccessible.

Beyond immediate RFQs and NDAs, the campaign validated demand within defined application areas and strengthened the client’s credibility as a proactive technology partner within the defence ecosystem.

Conclusion

This Defence Lead Generation UK case study illustrates how structured outbound telemarketing can materially enhance exhibition return on investment within complex aerospace and defence markets.

Over three months, 32 qualified meetings were secured at the Farnborough International Airshow, followed by structured post-event engagement that generated RFQs and NDA agreements within active defence programmes.

In long-cycle, specification-driven sectors, structured outbound lead generation creates commercial advantage by enabling early positioning and purposeful dialogue. For defence technology providers exhibiting at major industry events, proactive Defence Lead Generation UK is a strategic requirement.