Challenge:
Arrow Electronics, a global provider of IT products and solutions, tasked us with developing insight on the IT buyers customer journey and developing inbound new business opportunities. To achieve this, we needed to successfully raise awareness of the Arrow IBM portfolio and develop their profile as industry thought-leaders.
Approach:
To help achieve Arrow’s goals, we developed and launched a brand-new website, The IT Insider. Designed to be an educational hub for our audience, the site was populated with informative thought-leadership content developed by Arrow and Delineo's content team.
Alongside the website, we also developed their social channel strategy, launching a new Twitter account designed to grow a community, engagement with website content and drive traffic to the site.
Outcome:
After the initial 3-month launch, we’d built the social media community from zero Twitter followers to 412 key IT decision makers. New visitors were driven to our thought-leadership content at a higher than expected conversion rate – with display CTR performing 200% better than the industry average.
