Breaking Through the Noise in Enterprise IT Services
Visualizing tech through motion and color
Continental Resources needed to drive awareness and lead generation for their Microsoft 365 managed services in a crowded enterprise IT market. Potential customers were overwhelmed by M365 complexity. The challenge was to cut through technical jargon, clearly communicate ConRes's differentiated value across multiple service areas, create educational content that would position ConRes as a thought leader, and generate qualified leads across multiple audience segments from IT directors to CFOs. The campaign needed to work seamlessly across channels while providing genuine value at every touchpoint.
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An Integrated Content Ecosystem Driving Conversion
I developed an integrated campaign centered on the insight that companies overspend on M365 by 35% while underutilizing its capabilities—positioning ConRes as the expert partner who delivers "complete SaaS management." Beyond the campaign itself, I created a comprehensive library of 11 sales enablement assets spanning infographics, one-pagers, guides, FAQs, and case studies that would serve as both lead magnets and sales tools. I also produced and edited two educational videos featuring ConRes subject matter experts that brought complex technical topics to life. The landing page served as the conversion hub where all assets lived, supported by email nurture, paid media, and social amplification—creating a complete content ecosystem that educated, engaged, and converted.
Sales Enablement Asset Library
I created 11 sales enablement assets designed for different pain points and buyer journey stages: five infographics ("9 Ways to Save with FinOps," "Maximize Efficiency," "Key Benefits," "Streamlined Operations," "Maximum Security"), three one-pagers for service overviews, a comprehensive cloud investment guide, an FAQ sheet, an "At a Glance" document, and a customer case study. Each asset functioned as both a downloadable lead magnet and a sales tool for prospect conversations, with professional design that elevated the brand while making complex technical information accessible.
Video Production & Landing Page
I produced and edited two videos with ConRes subject matter experts: "Making Sense of Microsoft 365" and "FinOps Essentials," making complex topics accessible and engaging. I designed a comprehensive landing page with dedicated sections for five service offerings, each featuring messaging, embedded videos, downloadable assets, and targeted CTAs. The 11-asset resource library was strategically integrated throughout, positioned within relevant sections to provide value while capturing leads through multiple conversion pathways.
Email & Paid Media Integration
I created a multi-touch email series leveraging the content library: early emails introduced the overspend problem with infographics, mid-sequence emails offered guides and one-pagers, and late-stage emails featured the case study with conversion CTAs. Display and social ads across LinkedIn, Google, and social channels tested problem-focused versus solution-focused messaging, using assets as lead magnets. Every channel reinforced the others—ads drove to the landing page, assets linked back, emails promoted content, and videos increased engagement—creating a seamless ecosystem.
A Complete Content Ecosystem for Complex B2B Sales
The campaign transformed ConRes's M365 marketing into thought leadership-driven demand generation. The 11-asset library serves as both lead magnets and sales tools that reps use regularly. The videos humanized the brand and increased landing page engagement significantly. The landing page became a comprehensive resource hub serving multiple audiences with clear conversion pathways. Beyond immediate lead generation, the campaign established a repeatable framework that ConRes adapted for other service lines, elevating their brand positioning while equipping sales with professional tools.
