Project Story · Hosted email / IT services
Hosted Email and IT Solutions Provider
A B2B hosted-email and IT solutions provider, described as the nation's largest provider focused exclusively on hosted email, serving 5,000+ corporate customers, offered sophisticated services (hosted Microsoft Exchange, business email, disaster recovery, mobile email, provider migration, IT services) but had no internal marketing resources to convert business visitors into qualified leads.
Engagement snapshot
- Business model
- B2B (corporate customers)
- Industry
- Hosted email / IT services
- Work performed
- Revised the site's overall structure and navigation, redesigned the email opt-in experience, and built individual landing pages per technology solution, webinar registration experiences, and lead-magnet/white-paper landing pages, with content paths for disaster recovery, migration, mobile solutions, and change management connecting educational content directly to sales conversion opportunities.
- Capabilities
- Conversion Optimization, Personalization
Business context
Hosted email / IT services · B2B (corporate customers) · Enterprise.
The business problem
Lead Generation
A B2B hosted-email and IT solutions provider, described as the nation's largest provider focused exclusively on hosted email, serving 5,000+ corporate customers, offered sophisticated services (hosted Microsoft Exchange, business email, disaster recovery, mobile email, provider migration, IT services) but had no internal marketing resources to convert business visitors into qualified leads.
The decision we made
Educate the Buyer, Then Convert Them
Converting business visitors into qualified leads across distinct technology solutions through structured content and landing-page paths
What changed
Revised the site's overall structure and navigation, redesigned the email opt-in experience, and built individual landing pages per technology solution, webinar registration experiences, and lead-magnet/white-paper landing pages, with content paths for disaster recovery, migration, mobile solutions, and change management connecting educational content directly to sales conversion opportunities.
Observed outcome
Converting business visitors into qualified leads across distinct technology solutions through structured content and landing-page paths
What this teaches
A B2B hosted-email and IT provider with sophisticated, multi-line services (Exchange, disaster recovery, migration, mobile, change management) had no internal marketing resources to convert business visitors into qualified leads. The fix was connecting educational content directly to sales conversion opportunities, one path per technology solution, rather than running one generic lead-gen funnel across all of them.
How we would apply AI today
Today, AI would accelerate the conversion optimization work behind this engagement: synthesizing evidence about the lead generation pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn't replace the decision.
Who this fits
This approach is useful when:
- B2B technology or IT services companies with multiple distinct solution lines and no internal marketing team to convert visitors into leads
- Businesses whose offering requires buyer education (webinars, white papers) before a sales conversation makes sense