Situation
Microsoft Marketplace hosts thousands of partner listings, making it difficult for customers to navigate and find solutions tailored to their industry-specific needs.
Microsoft wanted to:
Streamline the search experience for business buyers
Curate listings by industry relevance and use case
Drive more qualified engagement with Marketplace content
Support sellers and field teams with event-ready materials to boost awareness
Insight
The problem wasn’t just that buyers couldn’t find what they were looking for—what they need information they can trust.
The average Marketplace search experience felt more like a digital yellow pages: comprehensive, but overwhelming. What Microsoft really needed was a curated experience that helped buyers quickly identify the right partner solutions for their industry, backed by Microsoft’s expert recommendations.
This directory wasn’t about volume. It was about clarity, trust, and relevance—and helping Microsoft show up as a strategic advisor, not just a storefront.
Solution
Knack designed and launched the Microsoft Industry Solutions Directory, a curated digital platform that organizes hand-picked partner solutions by vertical use case—removing friction from discovery and showcasing Microsoft’s strategic POV on each industry’s most pressing needs. The directory was built to:
Curate and categorize partner solutions based on industry use cases, eliminating the need for customers to manually filter through an overwhelming number of listings.
Provide a seamless, searchable experience that connects customers to the most relevant Microsoft partner offerings.
Ensure quality control and efficient management of partner listings, keeping content fresh and accurate.
To drive visibility and engagement, Knack also implemented:
Always-on digital media campaigns to attract high-intent traffic.
Industry-focused content for key trade shows and marketing initiatives.
Print collateral to support major industry events, reinforcing the directory’s value for in-person audiences.
By integrating digital and offline marketing efforts, Knack helped Microsoft increase solution discoverability and improve how customers connect with the right partners.
Success
The directory not only improves buyer experience—it’s helping Microsoft turn its partner ecosystem into a strategic differentiator for industry-focused go-to-market efforts.
Ongoing use of directory assets at key industry events by Microsoft field teams
360+
partner profiles featured
9.7M+
paid media impressions
13K+
clicks from targeted traffic
More case studies
Microsoft
Puma
LifeWise