TD SYNNEX gave MSPs three paths to the cloud
A practical guide that quantified the market opportunity and set out clear, actionable steps for MSPs
Before AI, there is the cloud
Everyone wants to explore AI. But before you can run AI projects, you need to be running in the cloud, and most companies are not. TD SYNNEX data revealed that over 50% of companies are still running on-premise servers powered by Windows Server and SQL Server 2012 or older.
With Windows Server and SQL Server 2012 hitting end of support, these systems no longer receive regular updates, posing significant security risks. That presented an opportunity to help companies upgrade their servers to support AI. TD SYNNEX sells through Managed Service Providers, who sell to businesses, so the first objective was to help MSPs see the opportunity, then empower them to advise customers on migrating to Microsoft Azure-powered cloud solutions.
A guide built for action
The hero tagline was three words, Lag or Leap? As hero content, TD SYNNEX produced a comprehensive guide that outlined three paths MSPs could lead their customers along to support their growing cloud business.
Reading what MSPs were downloading
MSPs sell PCs, printers, monitors, support services and cloud solutions, so the first step was understanding their mindset on cloud migration. AI analysis of their content downloads pointed to guides over thought leadership.
Bold, direct and in motion
The creative was bold and direct, designed to capture attention immediately. Photography subjects were always in motion to align with the leap ahead narrative, challenging MSPs to decide what they would do for their clients’ businesses.
A strategic surround across channels
Paid search targeted keywords related to cloud migration and Microsoft Azure. LinkedIn posts drove traffic to the landing page. Content syndication and a media partnership put promotional emails in front of a community of IT leaders.
Keeping the conversation going after download
Once MSPs engaged with the guide they entered a nurture stream of emails and call downs. A script was developed for sales teams to use when calling qualified leads, helping MSPs move from interest to action.
A repeatable playbook
TD SYNNEX executives packaged the strategy and mechanics of the campaign to be scaled across the business. What started small became a model for future initiatives.
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