A blank white background.

From product-centric campaigns to a scalable, buyer-led engine

Person showing how to use Adobe Sign uusing a stylus to write on a tablet with a keyboard attached, with a hand resting on the table, and a pen holder with pens nearby.

Situation

Following the success of a demand campaign for Adobe Experience Manager, Knack saw an opportunity to help Adobe expand its GTM strategy with Microsoft across their product portfolio.

The vision: Evolve from isolated, product-first campaigns to a connected, audience-led engine that could scale across Adobe’s Marketing, Experience, and Document Cloud portfolios—more than 11 products—in partnership with Microsoft.

Graphic design of a woman with short hair and gothic makeup, created with polygonal shapes in shades of brown, purple, and beige, featuring logos for Adobe and Microsoft.
A digital graphic with the logos of Microsoft, Adobe, and Adobe Experience Manager, featuring a stylized woman's face with colorful geometric shapes.
Abstract digital portrait of a woman with brown hair, created with polygonal geometric shapes, logo of Microsoft and Adobe at the bottom, and text 'Adobe Experience Manager' at the top.

Insight

Adobe’s partner marketing was fragmented—one-off, product-centric, and siloed. Knack proactively recommended a shift: Start with the audience.

By understanding shared buyer needs across products, we could deliver more relevant, resonant stories—unifying the portfolio under a cohesive narrative and unlocking scalable pipeline growth across the buying committee (BDMs and ITDMs) within key accounts.

Open marketing brochure and digital tablet displaying campaign material, alongside a smartphone screen showing an email with marketing content and green advertising graphics for AI-powered insights by Adobe and Microsoft.
Brochure titled "Getting personal with every customer" featuring a geometric illustration of a woman's face, with content related to marketing and customer experience, logos of Microsoft and Adobe.

Solution

Build the wave
Design a GTM strategy, creating sequential messages to BDM and ITDM audience segments focused on addressing cultural trends, key challenges, product differentiation, and business needs.

Spread the message
Leverage propensity modeling to target accounts, using unique content marketing assets, including e-books and case studies, to attract target BDMs.

Succeed locally, launch globally
Prove the strategic approach in the US, then replicate the efforts globally to generate a predictable pipeline of demand and leads.

Open brochure and closed booklet titled 'Empower end users now,' with a blue and green abstract design, placed on a light gray surface.
A laptop and a smartphone displaying a digital advertisement for Adobe Sign, featuring a form to get a free e-book and an example of the e-book cover with abstract blue and purple design.

Success

The campaign was so successful, it expanded and launched in Europe, Middle East, and Africa (EMEA) and Asia-Pacific (APAC) markets.

1,000s

MAQLs GENERATED ANNUALLY

55%

OF MQLs CONVERTED TO SALs

100%

OF MQLs WITHIN TARGET ACCOUNTS

$59M

INFLUENCED REVENUE TO DATE

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