Arrow.
001
Introduction
Client
Arrow.
Industry
Technology
Marketing Discipline
Advertising
Turning executive thought leadership into demand for Private Cloud
Arrow ECS, a global technology distributor, wanted to turn executive thought leadership into a demand generation campaign for its VMware Private Cloud partnership across the UK and Ireland.
Through a referral from fellow Pimento member Crush Design, growth marketing specialists Teylu were brought in to develop and deliver a video-first campaign designed to reach senior IT decision makers, increase awareness and generate demand for Arrow's reseller network.
001
Introduction
Client
Arrow.
Industry
Technology
Marketing Discipline
Advertising
Turning executive thought leadership into demand for Private Cloud
Arrow ECS, a global technology distributor, wanted to turn executive thought leadership into a demand generation campaign for its VMware Private Cloud partnership across the UK and Ireland.
Through a referral from fellow Pimento member Crush Design, growth marketing specialists Teylu were brought in to develop and deliver a video-first campaign designed to reach senior IT decision makers, increase awareness and generate demand for Arrow's reseller network.
002
Challenges
Turning complex technology messaging into measurable demand
Arrow ECS needed to strengthen awareness of its VMware Private Cloud partnership in a market where technical vendor messaging can struggle to stand out.
The challenge was twofold. First, translating complex narratives around virtualisation and hybrid infrastructure into engaging content that would resonate with senior IT decision makers already saturated with vendor communications.
Second, building a measurable demand generation programme within a quarterly timeframe using Marketing Development Funds, where investment needed to demonstrate a clear return.
Arrow needed more than content distribution. It needed a structured approach that could turn executive expertise into awareness, engagement and potential sales opportunities.
002
Challenges
Turning complex technology messaging into measurable demand
Arrow ECS needed to strengthen awareness of its VMware Private Cloud partnership in a market where technical vendor messaging can struggle to stand out.
The challenge was twofold. First, translating complex narratives around virtualisation and hybrid infrastructure into engaging content that would resonate with senior IT decision makers already saturated with vendor communications.
Second, building a measurable demand generation programme within a quarterly timeframe using Marketing Development Funds, where investment needed to demonstrate a clear return.
Arrow needed more than content distribution. It needed a structured approach that could turn executive expertise into awareness, engagement and potential sales opportunities.
003
Approach
Building a demand generation campaign around executive expertise
Teylu developed a video-first amplification strategy centred on original thought leadership content featuring Joe Baguley, VMware's CTO for Field Sales EMEA.
Rather than treating the video as a standalone marketing asset, Teylu built a wider demand generation approach around it.
Short-form video content was developed for targeted paid social distribution on YouTube, reaching IT directors and infrastructure leads across the UK and Ireland.
The strategy combined precision audience targeting with a structured content journey, designed to guide interested decision makers towards gated content and future lead generation opportunities.
The initial focus was on driving traffic, video views and visibility for the Arrow and VMware partnership, building awareness among relevant audiences and feeding the wider demand generation funnel.
003
Approach
Building a demand generation campaign around executive expertise
Teylu developed a video-first amplification strategy centred on original thought leadership content featuring Joe Baguley, VMware's CTO for Field Sales EMEA.
Rather than treating the video as a standalone marketing asset, Teylu built a wider demand generation approach around it.
Short-form video content was developed for targeted paid social distribution on YouTube, reaching IT directors and infrastructure leads across the UK and Ireland.
The strategy combined precision audience targeting with a structured content journey, designed to guide interested decision makers towards gated content and future lead generation opportunities.
The initial focus was on driving traffic, video views and visibility for the Arrow and VMware partnership, building awareness among relevant audiences and feeding the wider demand generation funnel.
004
Results
Building visibility and demand for VMware Private Cloud
Teylu designed and began delivering a video amplification campaign to increase visibility of Arrow's VMware Private Cloud partnership and engage relevant IT decision makers across the UK and Ireland.
The programme brought together executive thought leadership, targeted paid media and a structured content journey to support Arrow's wider demand generation objectives.
With the campaign still being delivered, the initial measures of success focused on traffic, video views and visibility.
The project demonstrates how specialist growth marketing expertise can turn existing thought leadership content into a structured approach to reaching and engaging B2B audiences.
004
Results
Building visibility and demand for VMware Private Cloud
Teylu designed and began delivering a video amplification campaign to increase visibility of Arrow's VMware Private Cloud partnership and engage relevant IT decision makers across the UK and Ireland.
The programme brought together executive thought leadership, targeted paid media and a structured content journey to support Arrow's wider demand generation objectives.
With the campaign still being delivered, the initial measures of success focused on traffic, video views and visibility.
The project demonstrates how specialist growth marketing expertise can turn existing thought leadership content into a structured approach to reaching and engaging B2B audiences.
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Reach out to our team to learn more about how we could help your brand or agency today.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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