Driving enterprise migration demand with a precision, multi-wave ABM strategy

A woman with glasses working at multiple computer monitors displaying photo editing software and data analysis charts in a studio

Situation

Databricks and Microsoft wanted to reach data decision-makers across enterprise and mid-market accounts with the clear message that migrating to Azure Databricks combined with this powerful partnership unlocks real value. Educating the right decision-makers on that value proposition, at scale and across global markets, required more than a single campaign push, which is why these partners turned to Knack to build a multi-wave global program to generate, qualify, and convert high-intent leads across key markets.

Laptop displaying a webpage for Databricks with text about deriving value from sensitive data, logos of Databricks, AMD, and Microsoft, and colorful illustrated graphics related to data management.

Insight

Azure Databricks didn’t need more noise—they needed a migration narrative that moved people.

Knack recognized migration decisions didn’t happen in a single touchpoint and that a sustained, wave-based program was the only way to move enterprise buyers through a complex consideration cycle: start broad with education, tighten targeting with each wave, and ultimately convert the most engaged accounts into qualified pipeline through structured BANT discovery.

Open booklet titled 'The Guide to Data and AI Transformation at Scale' with 'Microsoft' and 'AMD' logos, showing pages with text, graphs, and a black and white photo of a man working on a computer.

Set of digital marketing promotional graphics for Databricks, Microsoft, and AMD, featuring messages about data value, sensitive data, and confidential computing, with a smartphone displaying a similar promotional screen.

Solution

Knack developed and executed a custom multi-wave, persona-focused ABM strategy designed to help high-value accounts keep Azure Databricks top of mind at every stage of the long buyer journey. Strategic components included:

Waves 1–3: Awareness-to-interest journey

Each wave ran for approximately 10–12 weeks, cycling fresh audiences through the same high-intent content and nurture campaign before retargeting engaged users with display banners across the web.

Wave 4: BANT qualification journey

After generating thousands of qualified leads in the first three waves, the program moved into a BANT qualification journey to identify sales-ready accounts with defined budget, authority, need, and timeline for follow-up.

Key tactics included:

Co-branded assets: Development of an eBook, one-pager, and blog that integrated the joint value proposition across all assets.
Programmatic retargeting display: Awareness and retargeting ads served across banner placements to keep Azure Databricks top of mind with engaged audiences.
Content syndication: A 2-touch gated content sequence delivering educational migration assets to opted-in decision-makers across target accounts.
Progressive wave sequencing: Each wave built on the last—refreshing the audience pool, expanding geographic reach, and sharpening targeting based on prior performance signals.
BANT qualification journey: After identifying a qualified lead pool, Knack identified accounts with defined budget, authority, need, and timeline for sales follow-up.

Collage of promotional advertisements for Databricks and Microsoft Azure emphasizing data security and value, alongside a news webpage with a headline about Israeli cease-fire, and an image of people gathered in a room.

Two sheets of printed documents on a gray surface, featuring data analytics, with colorful icons, charts, and text about confidential computing use cases and value scorecards.

Success

The program delivered strong results across the first three waves, generating 2,577 leads and more than 1.5 million display impressions. Display performance exceeded benchmarks, with an average CTR of 0.13–0.18% compared to the 0.12% benchmark. It also reached audiences across seven industries, six countries, and three languages.

Wave 4 is currently focused on BANT qualification and has already generated 160 qualified leads, identified 8+ BANT-qualified opportunities, and influenced more than $1 million in pipeline.

What began as a top-of-funnel awareness campaign has evolved into a full-funnel demand generation engine and an ongoing partnership, delivering consistent results and building momentum with each wave.