Case Studies Category: Content Marketing

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 The message asked MSPs whether they would let customers fall behind on outdated infrastructure or help them leap ahead into the AI-ready future.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.

A shift in government regulation around electronic logging devices (ELDs) created a moment of urgency for commercial fleet operators. TELUS Business recognized this as a strategic opportunity to reintroduce its fleet management solutions.

Building on that momentum, TELUS aimed to elevate demand for advanced telematics solutions, including AI-powered dash cameras and real-time video insights. The broader objective was to position TELUS Business as the top choice for organizations seeking to operate smarter, safer, and more sustainable fleets.

Our insights revealed a turning point: fleet managers had become more open to new technology post-ELD mandate. But moving beyond basic compliance required a compelling reason to invest.

We launched a content-led, multi-channel campaign focused on video telematics. The campaign centered around three core benefits: smarter operations, safer roads, and more sustainable fleet practices.

A suite of original videos demonstrated the real-world benefits of AI-powered fleet management, supported by an e-book that served as the campaign lead magnet. All demand gen tactics, from LinkedIn ads and programmatic display to content syndication, drove to a mobile-optimized landing page with easy access to the e-book.

We also employed a targeted ABM strategy, segmenting audiences by industry and company size. Through performance tracking and A/B testing, we refined messaging mid-campaign. Safety messaging resonated best with small and mid-sized companies, while sustainability gained traction among large enterprises focused on ESG commitments.

The campaign exceeded expectations across all core KPIs. Video views outperformed the target by nearly seven times, signaling strong engagement and message relevance. Click-through rates were more than ten times above goal, demonstrating clear interest and effective calls to action. Lead generation also surpassed benchmarks, reaching 107% of the original goal.

B2B marketing is a different game. Unlike B2C, where you’re often selling to a single decision-maker, B2B involves navigating a buying committee with varied roles, priorities, and politics. And the stakes are high: buying decisions often involve major investments, with reputational risk for those at the table.

Today’s buying committees are growing in size and shifting in demographic. On average, 25 people are involved in a tech purchasing decision, and 71% of them are under the age of 45. This younger generation brings new expectations for digital-first, personalized experiences.

HP recognized the shift. They launched a pilot program designed to engage a priority group of enterprise customers in a new way that delivered tailored content, built buyer confidence, and empowered sellers to follow up with precision.

We started with the buyer. Research told us that 81% of B2B buyers prefer digital interactions over in-person meetings, and 63% dismiss content that isn’t tailored to their industry, role, or needs.

Our solution was a Micro App: a personalized, interactive content hub designed for each target account. It opened with a personalized greeting and delivered content tailored to each customer’s business scenario, allowing users to choose their own path based on priorities like security, manageability, or productivity.

Instead of leading with HP solutions, the Micro App offered a conversation framework to help customers explore their hybrid work needs. Intent data on topics like Windows 10 end-of-support and Mac-switching intent was fed directly to the sales team, helping them prioritize outreach based on real-time buying signals.

HP sellers were equipped with ready-to-send Micro Apps, pre-written email outreach, and follow-up templates. A shared analytics dashboard provided insight into which accounts were most engaged and which topics were landing, giving sellers unprecedented visibility into how their customers were engaging.

The Micro App campaign achieved full engagement across the priority account group, giving HP and its sales team deep insight into buyer priorities.

While most digital touchpoints hold attention for under a minute, the average time spent in the Micro App was over three minutes, with some users spending up to 17 minutes. This exceeded even the top end of industry benchmarks.

For the first time, HP sales could see exactly what content customers were engaging with. They used this data to tailor follow-ups around hot-button issues, improving relevance and deal velocity.

The success of the campaign proved what’s possible when marketing and sales operate in sync, and when personalization is built into every stage of the customer experience.