ABM for Autodesk

Overview

Autodesk needed to build a compelling sales narrative around the advantages of being more connected across design, make and operate – using insights from a survey to support meaningful executive conversations and tie directly into their new platform and connectivity narrative.

The ABM playbook

Partnering with The Manufacturer publication we deployed a survey with their agreement to guarantee 100+ completions from Autodesk’s key named accounts. The data revealed where manufacturers stood on the connectivity spectrum and what separated leaders from the rest. These findings gave Autodesk a fresh, proprietary angle to anchor their platform story in real market and client evidence rather than product messaging.

The data was analysed and shaped into a cut through narrative, identifying a group of ‘High Performing Manufacturers’ who were doing things differently to the rest. This was then developed into a suite of sales and marketing assets: a mini report, infographic, and plottable interactive – all designed to give sales teams the material to open and deepen executive-level conversations around connectivity and competitive advantage. The insights also powered a series of webinars and roundtables.

A version of the interactive was also created for the 100 target accounts that plotted their responses against the rest. The broader campaign gave the ABM team the narrative to use for top of the funnel awareness and lead generation. But this targeted data on key accounts gave sales a personalised angle to reach out to specific accounts.

The campaign generated a pipeline worth 10 million to Autodesk and is still powering their GTM approach for Manufacturing across Europe.

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