How Strategic Content Helped Drive $50M in pipeline
Strategic content isn’t just about telling stories. It’s about moving the business.
This is just one example of how I turn content strategy into brand trust, pipeline, and revenue across formats and funnels.
At Autodesk, I led a regional content and brand shift that helped influence over $50M in pipeline, repositioned the brand across 9 APAC markets, and transformed the perception of Autodesk from vendor to strategic partner.
The Impact at a Glance
$50M+ in influenced pipeline
300+ qualified sales opportunities
28% YoY lift in brand awareness
Delivered across 9 APAC markets
Recognised by LinkedIn & Forrester for thought leadership excellence
A Brand Shift that Built Trust & Pipeline
Autodesk was still perceived as a design software company in APAC — not a serious construction player. That’s where I came in.
The Problem
Global content wasn’t resonating. It was product-led and built for mature markets like the U.S. — but APAC markets were at vastly different stages of digital maturity.
My Goal
Reposition Autodesk as a trusted partner in a fragmented, fast-changing region.
The Unlock
By listening to cross-functional teams and speaking directly with customers, it became clear:
While competitors were still selling software, Autodesk had an opportunity to lead as a trusted transformation partner.
What I did:
Crafted a regional brand narrative grounded in local insight, trust, and transformation
Shifted to a brand-to-demand model anchored in thought leadership
Positioned Autodesk as a trusted advisor. Not just a vendor
The Result:
We moved from pushing product to purpose-led storytelling — from content that didn’t resonate, to campaigns that built trust, pipeline, and credibility across the region.
Turning Strategy into Substance
To bring the new brand narrative to life, I led the creation of Autodesk’s flagship APAC thought leadership report, now in its third year, in partnership with Deloitte.
The Focus
The state of digital adoption in construction across six key APAC markets: Australia, Singapore, Japan, India, Malaysia, and Hong Kong.
The Approach
We combined:
Industry research
Local market insight
First-hand customer perspectives
The Impact
Shone a spotlight on regional gaps and what’s needed to accelerate digital transformation
Positioned Autodesk as a strategic transformation partner, not just a tech vendor
Set the tone for a more human, relevant, and regionally grounded brand voice in APAC
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:
