Reviving a legendary name in IT – with tigers
Arrow & Symantec
Campaigns Content Digital Experiences UK
Arrow is one of those companies that powers much of the IT industry, but stays well out of sight.
Arrow is a global channel distributor, helping to bring many of today’s critical IT solutions to market. A deal with Symantec owner Broadcom presented Arrow with a unique but challenging opportunity: to go to market directly to the end-user community across Europe and support the reseller channel.
The chance to promote the new generation of Symantec technology was too good to miss.
Outcome
After an initial UK pilot the campaign is being rolled out across France, Germany, Spain and Italy, and Broadcom has expanded its aggregator program with Arrow in Europe to include mainframe and enterprise solutions.
The challenge
Since the acquisition, the Symantec brand had gone very quiet. The Broadcom/Arrow deal created the opportunity to change that. But the IT security market is one of the most competitive around, making standing out a priority. We would need to fight against the giants of Microsoft and noisy competitors like Crowdstrike.
In addition, going direct was very much new territory for Arrow, so it was important to ‘fish where the fish were’ and target the campaign at the best possible market opportunity areas.
The strategy
The campaign strategy was to emphasise the very human, emotive side of being an IT security specialist. It’s a demanding job, and the business only notices you when things go wrong. There is never the resource (time, budget, people) to do what you’d really like to do.
But what if Symantec solutions could help with this resource problem? Symantec provides best-in-class security that helps mid-market businesses fight the bad guys as well as the big corporations do. In short, Symantec empowers IT teams to be their best, achieve more, and completely boss the situation.
The ‘Cybersecurity that empowers you’ campaign was born!
From a targeting perspective, specialist data partner IMG helped identify ‘white space’ – areas in the broad market where Symantec had established credibility with legacy customers, mapped against industries and segments with significant size and upside potential.
Tactics
This was a full-funnel campaign, so we created content that would quickly engage the target market and educate them about Symantec’s empowering value.
Content:
- Cyber spot check tool: using Cogniclick, we developed a cyber maturity assessment tool that led people to the right Symantec solution.
- Cybersecurity guide: specifically focusing on the untapped area of ‘empowerment’.
- Live-streamed expert panel event: we brought together experts from Symantec, Arrow, Broadcom and end-user customers to debate cyber security’s future and how to empower the teams tackling it.
- Campaign microsite: this brought together all the insights along with easy-to-consume educational resources and details of Symantec solutions.
Activation:
- Email marketing: building on the white space data – targeting prospects with the campaign content.
- Content syndication: extending our reach through trust publishers.
- Organic social: using the extensive Arrow and Broadcom networks to get the campaign message out.
“The campaign has solidified our partnership with Broadcom. Delivering the expected results in terms of awareness and pipeline generation. It also marked a strategic milestone in our expansion; it’s a testament to our commitment to marketing innovation and collaboration. I am confident it will pave the way for new opportunities and successes with Broadcom.”
