To the Cloud
Where vision meets execution
- Challenge
Managed Service Providers (MSPs) are at a crossroads.
Their clients are racing toward digital transformation, driven by the rise of hybrid work and accelerated by AI. But for many MSPs, the shift from physical infrastructure to cloud-first models hasn’t been easy.
Selling cloud is fundamentally different. It requires new skills, new messaging, and a new approach to building long-term value.
TD SYNNEX recognized this moment as both a challenge and an opportunity. As one of the world’s leading technology distributors, they launched a campaign to help MSPs modernize their go-to-market strategy, expand their cloud capabilities, and better support customers navigating what’s next.
- Approach
We started by segmenting our audience into two groups: MSPs entering the cloud space for the first time, and experienced MSPs looking to scale.
New MSPs needed guidance. Many were unsure where to begin, overwhelmed by the complexity of cloud offerings. To meet them where they were, we created a 7-step guide to building a profitable cloud practice. This was a practical, plainspoken resource that laid out a clear modernization path.
Existing MSPs needed clarity and focus. While they had adopted cloud solutions, they often struggled to scale within a vast catalog of resources. To re-engage this group, we partnered with IDG to deliver an exclusive webinar featuring a Microsoft cloud expert. The session offered tangible strategies and trending insights to help partners take the next step.
Across both segments, our creative approach brought a modern, optimistic energy to the challenge of transformation. We delivered content through an intent-driven media mix across display, LinkedIn, and paid search, ensuring every asset reached the right audience at the right time.
- Outcome
The campaign far exceeded expectations.
We surpassed our new partner acquisition target by 3x and reached 160% of our goal for existing partner engagement.
Because of its strong business impact, the campaign was extended beyond the original timeline to continue driving value.
The campaign delivered both immediate and lasting impact. On one hand, it injected a fresh pipeline of high-intent partners. On the other, it helped deepen relationships with influential MSPs actively reinventing their businesses for the cloud era.