Digital transformation and partner experience at global scale.

Technology pioneer Microsoft’s mission is to empower every person and every organization on the planet to achieve more. The key driver?

Microsoft’s Partner Network.

Via its 300,000-strong global network of partners, with over 12,000 new partners joining every month, Microsoft is able to empower companies of all sizes, all over the world. And impact the bottom line, with its partner ecosystem driving 95% of Microsoft’s commercial revenue.

To drive partner engagement, Microsoft needs to create and implement multi-layer, orchestrated marketing efforts on a global scale—and it needs a key partner of its own.

This is where Knack comes in.

By leveraging its unique approach to talent, innovative technology, and channel expertise, Knack was able to develop a partner marketing engine that drives demand and intelligent lead generation for Microsoft and its partners—at scale.

A different kind of demand generation
The Partner Demand Generation (PDG) program helps partners develop assets that create lead-gen opportunities for partners of all types—from tailored acquisition campaigns and targeted webinars to LinkedIn media efforts.

Programmatized + personalized
Knack’s robust PDG engine quickly and efficiently digests partner input and leverages sophisticated account-based marketing strategies to create partner-led campaigns and assets that are on-brand and highly targeted. And delivers it all in an average of eight weeks.

Thousands of assets—at scale
The result? Over 200 customized partner campaigns every year, with thousands of co-branded assets.

Via its proprietary methodology and the turnkey PDG platform, Knack has generated 150K total leads—and counting. This partner engine and technology toolset are able to deliver a reliable and scalable pipeline globally, delivering a consistent flow of leads and sales to a varied partner ecosystem—with a high average rate of 13.7% conversions to sales qualified leads.

By leveraging data to constantly iterate and improve program performance year over year, Knack’s partner engine ensures continued application of evolving best practices, industry trends, and partner feedback to optimize program performance, at scale. And helps organizations of every size in every industry innovate—and thrive.