Building a Brand-to-Demand Engine Across APAC
$50M+ in influenced pipeline l 300+ qualified sales opportunities l 28% YoY lift in brand awareness
Repositioning Autodesk from design software to a trusted construction partner
Autodesk was still perceived as a design software company in APAC, not a serious construction player. At the same time:
Global marketing was product-led and built for mature markets like the US
It didn’t translate to APAC, where digital maturity varied significantly by country
Messaging lacked relevance, making it harder for sales to build trust and drive pipeline
The result:
Strong product. Weak market resonance. Limited commercial impact.
The Strategy: Brand to Demand
I built a brand-to-demand engine grounded in one principle:
Brand creates trust. Trust creates demand. Demand drives pipeline.
This translated into three deliberate shifts:
From Global Messaging → Country-Relevant Narrative
Developed a core transformation narrative
Adapted it at a country level based on market maturity
Balanced consistency with local relevance
From Content to Campaign
This wasn’t a one-and-done report. I partnered with the Demand Generation team to launch it as part of a coordinated, multi-channel program built to drive momentum across the funnel.
How We Activated It:
Hosted regional webinars tailored to market-specific insights
Developed blogs and thought leadership to fuel sustained engagement
Ran targeted paid campaigns across social and content syndication platforms
On the Ground:
Partnered with Field and Customer Marketing to run:
Exclusive customer roundtables
Industry roadshows
Market-specific events that deepened local relevance
In the Media
Led the PR strategy with tailored messaging by country
Secured top-tier media coverage across APAC (including Sky News, The Edge, etc.)
Reframed Autodesk as a credible, relevant, and trusted voice in construction
The Result:
Every touchpoint reinforced the shift: from software vendor to strategic transformation partner.
The Foundation for Everything That Followed
The report didn’t just give us visibility. It gave us clarity.
We now knew:
What our audience cared about
Where Autodesk had permission to lead
How to root every message in market-specific challenges and language
What Changed:
From that point on, every major content piece was shaped by these insights.
We moved from generic global messaging to laser-focused, locally grounded narratives that resonated with decision-makers.
The Result:
We mapped product value to real-world problems. And it showed. The content series below helped drive qualified leads, accelerate pipeline, and reinforce Autodesk’s credibility as a construction transformation partner.
Each asset featured real customers, real outcomes, and a clear throughline: impact over ideas.
Click on the links below to read the eBooks:
