This was a huge effort that required ongoing analysis, updating, and content creation, among other things. Arrow was interested in moving into the Cloud and had the product and sales team in place, but very little in the way of product marketing. What there was, was being handled, as much as possible, by one person with the remainder being farmed out to other business units.

The Challenges

Develop demand for a cloud distribution business from a company that was known for its electronics distribution. Educate the internal and external audiences on what cloud is and the benefits of a cloud distributorship. Convert sales from a transaction-based mindset to an MRR-based mindset.

The Actions

The cloud marketing leader and I, in collaboration with cross-functional leadership, worked to build a coherent brand strategy, product definition and execution that positioned the company competitively in the marketplace. Additional goals included rapid growth and increased profitability. We ideated, created and implemented a number of integrated programs and campaigns in support of business goals that included tactics such as:

• Persona Building
• Customer Journey Definition
• Competitive/Landscape Analysis
• Product Messaging, Narrative and Content
• Target Locating and Content Syndication
• Feature/Benefit Development
• Customer-Facing Website Design and Development, arrowcloud.com
• Global Partner Portal Design and Development
• Nurture Campaigns
• Social Media Community Development
• ABM Lead Generation
• Program Analytics and Optimization
• Cloud Marketing KPI Development and Reporting
• Spearheaded an Arrow Cloud Event Presence
• Developed Supplier-Specific Field Marketing Efforts

 

The Results

• Exceeded first year cloud revenue goals by more than 40%.
• Social Media grew 200%
• Achieved 50K unique page visits and 400 asset downloads within 4 weeks of launching new website.
• Arrow Cloud Journal engagement grew by 174%
• Webinar attendance consistently exceeded expectations
• Achieved 70% usage of partner portal in 3 months