Autodesk had a big goal: increase ARR by shifting its largest installed based of AutoCAD customers to SaaS. This meant switching 3M customers with perpetual licenses to subscription licenses, converting 10M non-paying pirate users, and becoming the software of choice for new and small businesses looking to purchase CAD software.
From setting the overall strategy, to building out the campaign and content by persona, to optimizing the marketing mix and budget — I set the priorities and executed with a global team across 35 countries. The program was called “the best AutoCAD campaign ever” by a sales executive due to impressive organic traffic, content engagement, trial download and online purchase numbers. The FY17 business performance was responsible for driving the majority of Autodesk new subscription results, a key investor metric driving the company’s 80% YoY stock growth.
Company: Autodesk
Year(s): 2014-2017
Results: 80% YoY stock growth from May 2016 to May 2017