A case study on how the Arrow Electronics ECS (Enterprise Computing Solutions) group has utilized ASPENCORE’s Studio services for the design and development of a custom Leads Portal web tool. This tool allows Arrow’s ECS group to provide their VAR partners with exclusive access to valuable leads information that are driven by advertisement campaigns.
WHAT WE DID
In 2016 Arrow ECS was awarded the ability to distribute Microsoft cloud products. The traditional business that ECS does with VARS is with mostly solution providers that address large clients. Microsoft caters pri- marily to the SMB marketplace with direct accounts in the large corporate space.
“So the question was, how do we increase awareness and drive business to Arrow ECS VAR’s, while keep- ing operational expenditure low, and at the same time, instill fear in our competitors while recruiting a new world of born in the cloud VAR’s.”
— JOE TRINIDAD / DIRECTOR, CLOUD – CANADA / MANAGER, STRATEGIC ACCOUNTS
The answer was lead awareness generation via digital marketing, hence the ALEX concept was born. Naturally, the ECS group turned to the ASPENCORE Studio team for implementation of this solution. The idea was to blast the best sites with awareness ads that “Arrow” is in the Cloud and doing business loudly. Providing increased value add, while increasing awareness. These ads would be funded by the OEM’s.
“The value adds to our VARS would be in the form of leads, it goes a long way in maintaining retention, and as a recruiting tool as only Arrow offers the Alex tool.”
–JOE TRINIDAD DIRECTOR, CLOUD – CANADA MANAGER, STRATEGIC ACCOUNTS
INCREASED AWARENESS: The numerous ad campaigns that funnel leads into the ALEX tool provide excellent awareness for Arrow and their VAR partners solutions and products.
LEAD GENERATION FOR VAR PARTNERS: The ALEX tool provides a user-friendly and interactive en- environment for Arrow’s VAR partners to view and check out qualified leads. All of the ALEX users are automatically notified as new leads are funneled into the tool. This allows VAR partners to become much more effective and efficient in following up and executing on the overall lead nurturing process.
RECRUITING TOOL FOR NEW VAR PARTNERS: Since the ALEX tool is providing a value add to VAR partners in the form of leads this provides an excellent opportunity for Arrow to expand and recruit new VAR partners by selling them access to the ALEX tool. A unique environment that is only offered by Arrow.