Migrate to Innovate

AI might be the future, but most companies aren’t ready for it.

TD SYNNEX data revealed that over half of businesses were still running on aging, on-premise infrastructure, specifically Windows Server and SQL Server 2012 or older. With these systems now past end-of-support, organizations face growing security risks and operational constraints.

This posed a unique opportunity: help businesses modernize their infrastructure so they could unlock AI and innovation in the future.

TD SYNNEX doesn’t sell directly to customers, but through Managed Service Providers (MSPs). So the real task was twofold: educate MSPs on the opportunity, then empower them with tools and content to guide their customers toward Microsoft Azure-powered solutions.

Our first move was to understand the MSP mindset. Using AI-powered content analysis, we discovered that MSPs favored clear, actionable formats like guides over dense whitepapers or eBooks.

So we built the campaign around a hero asset: a practical, insight-rich guide outlining the opportunity behind cloud migration and three strategic paths MSPs could lead their customers down.

To amplify the content, we partnered with IDG and activated a multi-channel media strategy across LinkedIn, paid search, and content syndication. Once MSPs engaged, they were funneled into a nurture journey that included targeted emails and coordinated sales call-downs to convert interest into action.

Creative led with a challenge: Lag or Leap? The message asked MSPs whether they would let customers fall behind on outdated infrastructure or help them leap ahead into the AI-ready future. The visual identity reinforced this forward momentum with motion-themed photography and dynamic layouts.

Despite a modest media budget, the campaign delivered outsized results. We tripled our traffic target and generated 50% more qualified leads than projected.