Powering AI-driven retail with a unified data strategy

Situation

Retailers face enormous pressure to integrate AI—but fragmented data systems and siloed infrastructure make it difficult to activate meaningful insights. Snowflake recognized the opportunity to lead with a solution: a unified data platform built for AI scalability.

The challenge? Many enterprise buyers didn’t yet understand how Snowflake on Microsoft Azure could unlock that transformation—or how it delivered more than the sum of its parts.

Snowflake needed to:

Elevate its brand as a data strategy leader in retail
Educate technical and business buyers on AI-readiness
Clarify the joint value of running Snowflake on Azure

Insight

Our strategic insight: AI is only as good as the data it runs on. But most retailers were stuck trying to build AI on fragmented foundations.

Instead of focusing on features or infrastructure, Snowflake needed to lead with transformation—telling a story about what’s possible when data is unified and AI-ready. Microsoft’s role wasn’t just technical—it was the credibility layer that helped validate scale, security, and integration.

Solution

To tell the transformation story, Knack developed a full-funnel, multi-channel demand program to position Snowflake on Azure as the go-to solution for data-driven, AI-powered retail.

Key elements included:

Strategic messaging: Joint value proposition anchored in business outcomes, not just technical capability.
Content suite: eBooks, solution briefs, videos, and customer stories crafted for decision-makers and influencers.
Content syndication + retargeting: Always-on tactics to build awareness, drive traffic, and keep Snowflake top of mind.
Lead nurture sequences: Automated email flows guiding prospects through a 3–5+ touchpoint journey from interest to action.