--- title: "Perk Up Your Pipeline: Brewing Success with NetApp & Arrow Italia" description: A bold campaign centred on Coffee spoke to the Italian B2B tech decision-maker audience and was a great success for Arrow Italia and NetApp. image: https://sharperb2b.com/hubfs/Jamf%20%26%20econocom%20case%20study%20(1).png --- [Skip to content](https://sharperb2b.com/perk-up-your-pipeline-brewing-success-with-netapp-arrow-italia#main-content) [![New Icon](https://sharperb2b.com/hs-fs/hubfs/Assets/Logos/Brand/New%20Icon.png?width=32&height=58&name=New%20Icon.png) ![Sharper B2B Marketing](https://sharperb2b.com/hubfs/Assets/Logos/Brand/SHARPER_logo.svg)](https://sharperb2b.com/?hsLang=en) Fresh Ideas and Firepower™ Menu - What we do - [B2B Marketing C.O.L.A.](https://sharperb2b.com/b2b-marketing-cola?hsLang=en) - [Dark Mode Day™](https://sharperb2b.com/dark-mode-day?hsLang=en) - [Research & Intelligence](https://sharperb2b.com/research-and-intelligence?hsLang=en) - [Channel, Partner, and Ecosystem Marketing](https://sharperb2b.com/channel-partner-and-ecosystem-marketing?hsLang=en) - [The Bench (coming soon)](https://sharperb2b.com/lets-talk?hsLang=en) - [Capsule (coming soon)](https://sharperb2b.com/lets-talk?hsLang=en) - [Our work](https://sharperb2b.com/our-work/case-studies?hsLang=en) - Brain food - [The 3 Poiiinter newsletter](https://sharperb2b.com/sign-up-for-the-3-poiiinter-newsletter?hsLang=en) - [Channel Marketing Champs - The Podcast](https://sharperb2b.com/channel-marketing-champs?hsLang=en) - [Blog](https://sharperb2b.com/our-blog?hsLang=en) - [Marketing Against Mundanity](https://marketingagainstmundanity.com/) - About us - [Who are we?](https://sharperb2b.com/who-are-we?hsLang=en) - [Join the team](https://sharperb2b.com/join-the-team?hsLang=en) - [Let's talk](https://sharperb2b.com/lets-talk?hsLang=en) # Perk Up Your Pipeline: Brewing Success with NetApp & Arrow Italia Services: C.O.L.A (Creative outcomes-led activities) CLIENT - ![NetApp logo Arrow logo](https://sharperb2b.com/hs-fs/hubfs/NetApp%20Arrow.png?width=300&height=52&name=NetApp%20Arrow.png) ## Highlights Intense. Rich. Bold.  Arrow Italia and NetApp wanted a campaign that would stand out and catch attention. So we tapped into something unmistakably Italian: Coffee. And the results speak for themselves.   31 Opportunities €1.55M+ Pipeline 1:24 ROI - [The Challenge](https://sharperb2b.com/perk-up-your-pipeline-brewing-success-with-netapp-arrow-italia#the-challenge) - [The Solution](https://sharperb2b.com/perk-up-your-pipeline-brewing-success-with-netapp-arrow-italia#the-solution) - [The Results](https://sharperb2b.com/perk-up-your-pipeline-brewing-success-with-netapp-arrow-italia#the-results) ## The Challenge How do you stand out in a saturated market of IT infrastructure solutions? And more importantly, how do you get busy Italian IT decision-makers to take notice? Arrow Italia and NetApp wanted to make a bold move. The goal? Generate high-quality leads and support the sales pipeline, fast. But we needed a hook. Something tactile, memorable, and distinctly Italian that wouldn’t just get opened, but actually spark action. ![NetApp - Box mockup](https://26668927.fs1.hubspotusercontent-eu1.net/hubfs/26668927/NetApp%20-%20Box%20mockup.jpg) ## The Solution **Coffee. Of course.** We took inspiration from the Italian way of life and brought it into the B2B marketing world with a campaign that literally delivered a shot of energy to our prospects. Enter the NetApp Moka Box: a beautifully branded direct mail pack delivered to 50 handpicked IT decision-makers. Inside? A bespoke NetApp moka coffee maker, NetApp-branded coffee grounds, and a creatively designed leaflet inviting recipients to “fuel their data” (the way they fuel their mornings) with something bold, reliable, and high performance. The leaflet included a QR code linking to a microsite featuring: - A short, coffee-themed explainer video - A lead-gen form - Sharp messaging on NetApp’s data storage capabilities To turn interest into pipeline, the campaign was supported by a telemarketing team who followed up with recipients shortly after the package landed. Combined with the tactile power of coffee and clever creative execution, the results percolated fast. ![Landing page asset](https://26668927.fs1.hubspotusercontent-eu1.net/hubfs/26668927/Landing%20page%20asset.png) ## The Results Like a good espresso, this campaign hit hard and fast. - **15 MQLs in just one month**, smashing Arrow’s typical monthly average of 5 - **31 qualified leads** from just 50 contacts generating a 62% response rate - **2 SQLs and a first meeting** booked within weeks - An estimated **€1.55M+ pipeline** based on average deal size - And a projected ROI of **1:24**, with long-term potential from leads not yet ready to convert Beyond the numbers, the campaign generated serious buzz and proved that creative, locally resonant marketing can turn even the most technical B2B offerings into something irresistible.   ![NetApp Email banner 1](https://26668927.fs1.hubspotusercontent-eu1.net/hubfs/26668927/NetApp%20Email%20banner%201.jpg) Here's what Daniele Bazzanella, Marketing Manager at Arrow Electronics had to say... > “We wanted to do something different, and it worked. The campaign gave us a fantastic pipeline boost, opened doors with key prospects, and let us deliver value to the channel in a fresh way.” Here's what Chiara Penasa, Partner Marketing Manager at NetApp Italia had to say... > “This campaign was one of the most effective we’ve run in recent years. The creative concept really stood out. It felt personal, premium, and very Italian. The quality of the leads was excellent, and the follow-up conversations have been genuinely productive. We’re excited to build on this success and take the momentum even further.” ## **So, fancy brewing a campaign that delivers both leads and lattes?** [Let's talk](https://sharperb2b.com/lets-talk?hsLang=en) ## Our latest blog posts [View all blog posts](https://sharperb2b.com/our-blog?hsLang=en) - ## [![Road sign with directions to nowhere, somewhere, over there, no idea](https://26668927.fs1.hubspotusercontent-eu1.net/hubfs/26668927/Tactic%20Trap%20blog%20Featured%20image.png) September 2026 Blog How to avoid falling into the “Tactic Trap”](https://sharperb2b.com/our-blog/how-to-avoid-falling-into-the-tactic-trap?hsLang=en) - ## [![](https://26668927.fs1.hubspotusercontent-eu1.net/hubfs/26668927/Honeymoons%20over%20AI-1.png) September 2026 Blog “The honeymoon is over, AI. Now pay up!” – Every B2B Tech CFO](https://sharperb2b.com/our-blog/the-honeymoon-is-over-ai.-now-pay-up-every-b2b-tech-cfo?hsLang=en) - ## [![](https://26668927.fs1.hubspotusercontent-eu1.net/hubfs/26668927/Blunter%20blog.png) August 2026 Blog Blunter Messaging = Sharper B2B Marketing](https://sharperb2b.com/our-blog/blunter-messaging-sharper-b2b-marketing?hsLang=en) ## Need Fresh Ideas & Firepower™ to make you and your B2B marketing sharper? 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