Marketing by Microsoft Insiders Who Know Your World
“Marketeery helped us grab mind-share and credibility with a modern, persuasive website. Shortly after launch, a prospect reached out based on one industry page and became a half a million-dollar client.”
— Terri Marello, President, Key Partner Solutions
How Marketeery helped Key Partner Solutions Increase Leads by 400% and Win a $500k Business Central Deal.
How Key Partner Solutions Turned Their Website into a Growth Engine
Within the first year of launching the new website and just months into a hub-and-spoke strategy results moved fast.
44%
Increase in webinar attendance
200%+
Growth in search clicks and impressions
400%
Increase in website form submissions
400%
Increase in inbound leads
Daily traffic went from sporadic visits every few weeks to steady, measurable engagement. Prospects arrived informed. Referrals required less explanation. Conversations started further along. Marketeery became an enabling force across nearly every win.
.png)
INDUSTRY/SIZE
Microsoft Partner, Mid-size to Enterprise VAR
.png)
BUSINESS TYPE
ERP Sales, Implementation, Support, and Business Improvement
.png)
SOFTWARE SOLUTIONS
Microsoft Dynamics 365 Business Central, Microsoft Dynamics 365 CRM, Microsoft Dynamics Power Platform, Microsoft Copilot
Key Partner Solutions is a specialized Microsoft Dynamics 365 partner focused on Business Central, CRM, and advanced Microsoft tools that improve their clients’ revenue and customer experiences.
But online, none of that was visible.
In today’s Microsoft ecosystem, if you can’t be found, understood, and trusted within seconds, you effectively don’t exist.
They didn’t need analytics to know their website wasn’t working. It was difficult to find and failed to reflect the depth and sophistication of their work.
This case study outlines what changed and the measurable business results that followed.
.png)
The Challenge
Invisible. Unclear.
Hard to trust.
Before partnering with Marketeery, Key Partner Solutions had a website.
Technically.
But it wasn’t supporting growth, and it certainly wasn’t reflecting the caliber of work they were delivering.
Some weeks, the site attracted only one or two visitors. Not one or two qualified leads – one or two total visitors over several weeks.
When referrals searched for them, what they found did not reinforce the recommendation.
It raised doubts.
The site was difficult to find in search. It wasn’t optimized. It lacked clear positioning and specialization. There was no thought leadership, original content, or articulated point of view.
The design felt dated and templated. Messaging was generic. Content
leaned on third-party blogs, and the only links pointed back to Microsoft.
Internally, Key Partner Solutions was solving complex ERP and CRM
challenges for manufacturing, distribution, and service organizations.
Externally, they looked indistinguishable from countless other Microsoft partners.
There was no visible proof of:
who they were
what they specialized in
how they were different
why they were worth trusting
For a business that relies heavily on referrals, this website wasn’t neutral. It was damaging.
Instead of validating expertise at the moment of evaluation, the website
introduced hesitation.
“Our website didn’t come up in searches and didn’t help visitors trust us,”recalls Terri Marello, President of Key Partner Solutions.
In a buying environment shaped by search engines, AI-curated answers, invisibility isn’t passive.
If structured answers do not exist, AI systems do not surface you.
If authority isn’t visible, buyers assume it isn’t there.
The website was not simply underperforming.
It was a liability.
And every day it remained unchanged, opportunity quietly flowed
elsewhere.
“Our website didn’t come up in searches and didn’t help visitors trust us,” recalls Terri Marello, President of Key Partner Solutions.
The Solution
.png)
Establish Authority First. Then Amplify It.
The foundation needed to change. The website needed to reflect the caliber of work Key Partner Solutions was already doing.
Marketeery redesigned the site from the ground up, rewriting it in their voice and structuring it around their actual strengths and specializations.
Instead of generic blogs and canned messaging, the new site:
Clearly articulated their differentiation as a Microsoft partner
Highlighted specialization and customer successes
Showcased team expertise
Spoke directly to the operational and strategic pain points of their
target industries.
The impact was immediate.
“Love the look and feel. It’s bright and inviting,” Terri says.
Matt Keyes, Founder of Key Partner Solutions, agrees and adds, “It adds authenticity.”
Where the old site undermined credibility, the new site reinforced it. Visitors could immediately see they were engaging with a serious, capable partner operating at a high level.
Before, the site existed.
Now, it signaled authority.
Getting Seen by Humans and the Algorithms Shaping Buying Decisions
Redesigning the website established credibility. The next priority was being discovered.
Modern visibility requires more than ranking in Google.
It requires structured authority that performs across search engines, AI answer engines, and large language models that increasingly shape how buyers evaluate partners.
Marketeery implemented a combined SEO and AEO (Answer Engine Optimization) strategy designed to serve two audiences at once: algorithms and people.
This included:
Strategic keyword research aligned with high-intent search behavior
Optimized title tags and meta descriptions to improve click-through rates
Clear page structures and headers that signal topical authority
Direct, well-structured answers to common ERP and CRM questions to support answer engine visibility
Competitive analysis to identify content gaps and differentiation opportunities
But technical optimization was only half the equation.
Marketeery’s writers translated complex ERP and CRM topics into relatable, real-world language. Instead of abstract feature lists, they used analogies, operational scenarios, and real-world examples that reflected the challenges manufacturing, distribution, and service organizations actually face.
As generative AI increasingly delivers answers before buyers ever click a link, this structure positioned Key Partner Solutions to be surfaced, referenced, and validated, not bypassed.
The outcome was dual visibility:
Discoverable in traditional search.
Referenced in AI-driven discovery.
Engaging enough to convert once someone landed on the page.
This foundation made Phase One more powerful, ensuring that every new thought leadership article was built to perform both technically and emotionally.
Phase One: Build Authority Through Thought Leadership
As the new website gained traction, Marketeery began working with Matt and Terri to publish original thought leadership blog content.
The goal wasn’t just to fill pages.
It was to share their perspective about ERP, CRM, and the Microsoft ecosystem that not only resonated with prospective clients, partners, and industry peers but also positioned Key Partner Solutions as trusted experts in their field.
At first, expectations were modest.
“We just wanted to see where it would go,” Matt recalls.
Industry peers began commenting
Prospects referenced blog posts
New hires mentioned reading their content
“They said they’d been reading our blogs and that we were doing a good job. It gave us credibility,” Terri notes.
The content wasn’t just generating traffic. It was shaping perception. It elevated them from vendor to authority.
Phase Two: Accelerate Visibility with a Hub-and-Spoke Model
Roughly a year after the website launch, as traffic and content volume
increased, Marketeery introduced a hub-and-spoke model to deepen authority.
Instead of standalone posts, content was organized around strategic themes, aligned with high-intent buyer questions.
Each spoke article linked back to a foundational hub blog. Each hub linked back to related supporting articles.
“It ties in. It builds up. There’s a theme and then a finale,” Matt explains.
The impact was noticeable. Even within a few months, early signals were clear:
Consistent daily website traffic
Increased LinkedIn profile views
Engagement beyond their immediate network
More interest in collaboration from other Microsoft partners
Early performance data confirmed what the structure was designed to accomplish:
Search engines recognized topical depth.
AI systems surfaced structural answers.
Prospects arrived better informed.
“When someone is referred and checks out our site, it confirms we exist, we’re legit, we’ve done projects, and customers say good things about us,” Terri says.
Benefits
Credibility That Converts
For Key Partner Solutions, the website and content now establish trust before the first sales conversation.
“When someone is referred and checks out our site, it confirms we exist, we’re legit, we’ve done projects, and customers say good things about us,” Terri says.
One moment made the impact undeniable.
A project-oriented manufacturing prospect referenced a specific industry page in their first conversation. They were seeking a partner that could help them compete, and that content convinced them that Key Partner Solutions understood their world.
That conversation became a $500K client win.
The website didn’t close the deal alone, but it accelerated trust, reduced friction, and elevated the starting point of the conversation.
That positioning extended beyond individual deals.
After strengthening their digital authority and industry visibility, including a strategic introduction facilitated by Marketeery, Key Partner Solutions was recognized among ERP Software Blog’s Best Microsoft Dynamics ERP Partners for Manufacturing Companies 2026 .
The visibility engine did more than generate leads.
It helped put them on the map.
What Actually Changed
Before, the website just existed.
Now, it performs.
Before, content was occasional and generic.
Now, it reflects expertise and is structured to be found.
Before, visibility was limited.
Now, they are part of the conversation.
Structured, authoritative content is no longer optional in a world where AI tools surface answers before buyers speak to sales. For Key Partner
Solutions, it became a reliable engine for growth.
.png)
The Takeaway
Key Partner Solutions’ experience makes one thing clear: growth didn’t come from publishing more content.
It came from publishing the right content, strategically structured and AI-optimized for how modern buyers search, evaluate, and decide.
Three things drove the results:
A modern, optimized website that communicates credibility instantly
Thought leadership grounded in real industry pain points
Hub-and-spoke structures to amplify authority, visibility, and search performance
In an ecosystem where AI surfaces answers before buyers speak to sales, structured authority is no longer optional. It is infrastructure.
Marketeery didn’t just improve Key Partner Solutions’ website.
They now have a visibility engine that supports revenue, recruitment,
partnerships, and long-term brand authority.
“We actually have web traffic now. We can’t say every sale is directly due to marketing, but the struggle would have been much harder without it. Many of the sales we’ve been getting have been an ingredient in that recipe.”
~Matt Keyes, Founder of Key Partner Solutions