48% increase in qualified enterprise leads

Adobe Workfront

Breaking Through in the EMEA Enterprise Market

Background

Adobe Workfront is an enterprise work and project management platform that helps some of the world’s largest organisations streamline workflows, increase visibility, and deliver outcomes faster. Although well-established in the U.S., Workfront had limited market penetration across the UK and EMEA.

With a crowded market, fragmented buyer journeys, and high customer acquisition costs, the challenge was clear: build enterprise-level brand presence and convert high-value prospects into qualified leads, profitably.

Workfront partnered with us to develop a Go To Market strategy that would not only drive enterprise acquisition, but also support long-term growth through smarter targeting, better attribution, and a performance model that scaled.

The Challenge.

Limited EMEA Brand Presence

Although fairly well established in U.S., the UK and EMEA markets were underperforming and demonstrated a clear lack of market awareness.

heavily saturated market

The project management software market is saturated with freemium tools and cost-sensitive SME offers. Workfront, by contrast, is purpose-built for complex, multi-team enterprise environments.

lead Quality

No visual was being reported on why leads were poor, meaning the strategy needed to move from quantity to quality enterprise enquiries.

High cost for poor quality

Overall costs to generate enquiries were high, when paired with low quality enquires this mean CPA’s were through the roof in this market

Geo-Market strategies

Adapting U.S. marketing and sales strategies to UK and EMEA to prevent pipeline fall out. This required more than jus ‘better’ ads. It required a full strategic shift.

Our Approach: Multi-Location & ICP GTM Strategy

While awareness was low, the competition was fierce. The project management software market is saturated with freemium tools and cost-sensitive SME offers. Workfront, by contrast, is purpose-built for complex, multi-team enterprise environments and needed to be positioned as such.

Our strategic objectives were:

Grow EMEA revenue by 28%
Build brand equity across key enterprise segments
Increase inbound lead quality, filtering out low-value SME interest
Drive down Cost per Acquisition (CPA) and scale growth
Enable internal marketing teams to grow their capability and impact

The complexity of the challenge required more than just better ads, it demanded a joined-up, insight-driven approach across content, channels, territories, and targeting.

“The Digital Clarity team is knowledgeable and supportive.”
Fiona Packer
Marketing Manger EMEA

Key Strategic Components

1. Diagnosis & Market Mapping

We began with a deep discovery process involving both the Workfront global and regional teams. This helped us understand their current challenges, local nuances across markets, and critical commercial drivers. It also allowed us to map internal capabilities and align around shared metrics.

This diagnostic phase uncovered critical gaps in localisation, content delivery, and channel performance. From there, we built an agile Go To Market roadmap with visibility across short-term wins and long-term pipeline influence.

2. Audience Targeting & Segmentation

Workfront’s ideal customer profile (ICP) included senior decision-makers in IT, Operations, PMO, and Marketing within large-scale organisations. Each buying group required role-specific messaging and a tailored content journey.

We introduced persona-based targeting and enterprise-focused segmentation, including:

Decision-makers age 35+, managing teams of 50+
Industries such as marketing services, agencies, and tech
Filtering traffic through AI-enabled analysis of firmographic and behavioural signals
3. AI-Driven Campaign Analysis & Optimisation

We segmented our GTM activity by key regions (UK, DACH, Benelux, Nordics) and monitored campaign performance in real-time through advanced analytics platforms. AI-assisted tools allowed us to detect underperformance early, improve keyword intent matching, and dynamically adjust spend to high-ROI markets.

This included:

Territory-specific CPC strategy based on historical conversion patterns
Continuous message testing (e.g. headline placement of “enterprise”) to qualify traffic before the click
Attribution modelling across first-touch, multi-touch, and pipeline influence
4. Localisation for EMEA Markets

We revamped the localisation strategy by deploying native-language landing pages and ad copy in Dutch, Swedish, and UK English. Prior campaigns relied heavily on generic English assets, missing search intent and linguistic nuances.

This change alone drove a 48% increase in qualified enterprise leads, as we dramatically improved resonance in non-English speaking markets.

5. Content-Led Thought Leadership

We deployed a structured content strategy via LinkedIn Sponsored Content, surfacing white papers, implementation case studies, and analyst insights. These assets served to position Workfront as a strategic solution, not just another project management tool.

This long-form, high-value content enabled the platform to:

Nurture early-stage interest into mid-funnel consideration
Demonstrate vertical-specific value across industries
Support Sales Enablement by aligning content with prospect questions
6. Joined-Up Channel Execution

To maximise reach and engagement across multiple decision-maker roles, we aligned strategy across:

Search (Google and Microsoft): Performance-driven campaigns focused on enterprise intent signals
LinkedIn: Account-based targeting by job title, industry, and company size with AI messaging
Twitter: Event-based brand amplification and agile audience engagement
Salesforce & HubSpot: Closed-loop integration for accurate attribution and lead scoring

Results

Our strategy focused not just on traffic, but on quality pipeline development and scalable infrastructure. Within 12 months, we delivered standout performance:

48% increase in qualified enterprise leads
Marketing-influenced pipeline up 112% year over year
EMEA revenue grew by 88%
Clicks up 90% and CPC down 46.5%
CPA reduced by 37.6%, while lead quality increased

A Scalable Blueprint for EMEA Growth

The groundwork was laid for Workfront’s marketing team to take this further:

– Onboarded new team members and capabilities
– Built a performance infrastructure to support scaling demand
– Delivered market-specific insights that now inform global strategy

By leading with intelligence, alignment, and clarity, Adobe Workfront achieved far more than short-term lead growth. Together, we helped redefine their presence in a complex, competitive market, ensuring their message resonated with the right people, in the right way, at the right time.

This was not just about clicks. It was about building market authority, enterprise credibility, and sustainable growth.

CPA reduced by 37.6%, while lead quality increased

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