ArrowStream's Strategic Evolution
Pioneering growth in the midst of a pandemic
Industry
Foodservice Supply Chain Solutions
Audience
Quick Service Industry, Food and Beverage Departments at Gas Stations
Solution
Audience Launch
Challenge
ArrowStream’s transition during COVID-19 was marked by adapting to a remote work environment, enhancing its technological capabilities, and expanding its client base. The combination of a limited account base and a multi-faceted platform emphasized the need for targeted, coherent messaging across eight distinct products.
GTM Motions
Our strategy centered on creating blog posts for personas at different stages of the buyer journey and co-branded public relations announcements with new customers.
Integrating the correct tech stack, including Hubspot and Salesforce with intent data, was key to enhancing alignment and campaign effectiveness through targeted outreach and ads.
Tailored roadshows and events with exclusive merchandise became a cornerstone in relationship-building with prospects and customers
Interviews with the customer advisory board, analyst relations, and engaging thought leaders, attracted new audiences and reinforced brand loyalty.
Strategy and Implementation
Positioning and Messaging Framework
Integrating all 8 ArrowStream products, ensuring uniformity in campaigns and messages, ArrowStream reached its niche audience.
Detailed market research, including tailored prospect lists, Google searches, personal connections, and strategic gifting, allowed ArrowStream to penetrate convenience store chains and expand its TAM.
Holistic Engagement Strategy
Through blogs that address specific market needs, LinkedIn articles, and creative visual content, ArrowStream increased its discoverability and website traffic by 30%.
Customized content resonating with different buyer personas increased top-of-funnel activity and positively impacted marketing and nurturing effectiveness.
Achieving a remarkable 67% attendance rate, these strategies played a vital role in strengthening customer relationships.
Frequent, relevant webinars were effective in generating demand from enterprise prospects when launching to new audiences. Webinars were the most effective tool to generate new leads or nurture prospects down the funnel.
Empowering Sales Team
Weekly blog posts based on buyer interest, coordinated press release content, the launch of an industry-specific video web series, videos, and webinars empowered sales teams to interact with prospects effectively.
Led the development of personalized digital campaigns, including ads, landing pages, and content specific to prospective accounts.
INNOVATIVE CONTENT INITIATIVES AND ADVERTISING STRATEGIES
Milestone in ArrowStream's Journey
ArrowStream marked its unique space in the market by launching a new industry vertical with a competitive edge, ultimately leading to the Buyer’s Edge acquisition. We worked tirelessly to improve their strategies and 5X their sales pipeline.
Conclusion
The ArrowStream case study illustrates an innovative application of RiteGTM’s specific frameworks. With meticulous execution aligned with RiteGTM’s core areas, ArrowStream championed hands-on growth marketing strategies and data-driven go-to-market consultancy. This synergy reflects adaptability, creativity, and strategic alignment that set the gold standard for market success. The detailed strategies in webinars, content differentiation, engagement, and tracking provide a roadmap to leverage market uniqueness and integrate stakeholders. This transformative journey from the shadow of COVID-19 to a promising market leader is a testament to RiteGTM’s and ArrowStream’s shared vision of excellence.
