TD SYNNEX moves managed service providers from servers to cloud
A 7-step guide for partners starting out and an expert webinar for those scaling
Innovate before you’re forced to
Managed service providers play a crucial role in managing businesses’ IT infrastructure. Most built their companies selling and setting up physical servers. It was predictable and profitable. Then the cloud came and everything changed. TD SYNNEX, a leading technology distributor, recognized this pivotal moment.
Two audiences needed different things. New managed service providers had minimal experience selling cloud solutions and faced barriers in understanding the cloud landscape and learning the skills and processes needed to build a profitable cloud practice. Existing providers had already ventured into cloud services but encountered difficulties scaling their practice. The extensive array of cloud programs and resources offered by TD SYNNEX often left them overwhelmed, leading to a decline in engagement.
Turning pain points into content
TD SYNNEX answered each audience with its own content, defining the path to modernization for providers new to cloud and re-engaging established ones with strategies for scaling their business. The approach went beyond generic content delivery, meeting each set of pain points with precision.
Helping new partners get started
A 7-step guide to building a profitable cloud practice was designed for providers new to cloud. Intent data powered the media, from programmatic display and paid search through to LinkedIn.
Sales ready on the other end
Once providers downloaded the guide they were placed into an email nurture, with TD SYNNEX sales reps ready to connect on the other end. Getting it right meant essentially building a new business.
Helping existing partners scale their practice
An exclusive webinar featuring a Microsoft cloud expert covered the latest trends and strategies to accelerate business transformation. Providers were invited through email and personal invitations from account executives, and attendees entered a separate email nurture.
A fresh take on cloud transformation
The campaign embraced TD SYNNEX’s new branding. Modern and innovative visuals provided a positive, fresh feel for a topic that often causes high stress for providers, given the scope and gravity of the transformation.
To the cloud, and beyond
Paying attention to the audiences’ pain points paid off. Based on business impact, the in-market period was extended to extract every ounce of value from a high-performance campaign.
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