Driving high-value demand with a precision ABM strategy

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

Situation

Databricks set out to engage high-value enterprise accounts with a clear message: the Lakehouse platform, when paired with Microsoft Azure confidential computing and AMD EPYC processors, offers unmatched security and performance for AI, data, and analytics workloads.

But to make this message resonate with both technical and business decision-makers, Databricks needed:

A strategic ABM foundation to align message, audience, and channels
A way to cut through a crowded AI landscape
And a compelling way to communicate the joint value of its partnership with Microsoft and AMD

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

Databricks didn’t need more noise—they needed narrative clarity.

Rather than a generic awareness push, the campaign had to show, not just tell—demonstrating the power of the Databricks + Microsoft + AMD story through educational, stage-specific content. Precision targeting and a clear joint value narrative became the backbone of an account-based approach built for conversion.

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 led development of a custom ABM strategy, including:

Joint value proposition: Articulated the combined benefits of Databricks + Microsoft + AMD.
Persona prioritization: Identified key buying roles and mapped pain points to value messages.
Content and channel strategy: Recommended assets and media mix aligned to each stage of the buyer journey.
Lead nurture planning: Outlined a path from awareness to engagement to conversion.

With strategy in place, Knack executed a full-funnel, multi-channel campaign tailored to high-value accounts. Tactics included:

Hero content: Jointly branded eBook and infographic for gated lead-gen and education.
Display media: Awareness and retargeting ads targeting accounts showing intent signals.
Email nurture sequences: Automated touchpoints tailored to decision-maker roles.
Performance monitoring: Mid-campaign optimization based on engagement data and conversion signals.

Together, these tactics helped Databricks capture interest from high-value accounts and accelerate conversations with buyers showing strong intent signals.