100x ROI from Construction Documentaries
How do you make an entire industry aware of a new product? That's the challenge I faced as a Sr. Growth Marketer at Autodesk. With a portfolio of 3 new products, a big growth target, and limited budget, I had my work cut out for me. So, I commissioned the B1M — the world's largest YouTube channel — to create a series of mini-documentaries on construction megaprojects built using Autodesk software. These 4 videos generated more than 8 millions plays, over 10,000 MQL's, and was the lowest cost-per-click campaign in division history.
COMPANY
Autodesk
COMPANY
Autodesk
COMPANY
Autodesk
POSITION
Sr. Growth Marketer
POSITION
Sr. Growth Marketer
POSITION
Sr. Growth Marketer
ROLE
Marketing
ROLE
Marketing
ROLE
Marketing
Work Details
Work Details
Work Details
Autodesk spent nearly $1bn acquiring a portfolio of construction technology companies from 2018-2019. Then, they created the Autodesk Construction Cloud, their flagship construction product.
As a Sr. Growth Marketer, my role was to generate revenue for a portfolio of 3 products in the construction cloud — Assemble, Autodesk Build, and BIM 360 Model Coordination.
With a $30mm net-new ARR target, I needed to create full-funnel campaigns that would drive massive interest in these new products.
Enter the B1M, the world's largest construction YouTube channel. Autodesk had never collaborated with the B1M before, or tried a campaign of this type. Internal skepticism was high — there were lots of moving parts to coordinate.
Acting as a marketer, executive producer, and cat herder, I coordinated with customer success and product marketing to identify 4 construction megaprojects that used Autodesk software and were willing to talk about it. Then, I approached the B1M to create mini-documentaries about these projects, with each documentary featuring a product from the Autodesk Construction Cloud. From there, I created landing pages, nurture flows, and sales sequences to turn MQL's from this campaign into revenue.
Against a budget of just 6,000 GBP per video, this campaign was a smashing success.
Over 8m YouTube views
Over 50,000 clicks to landing pages for Autodesk software
Over 10,000 form submissions on those landing pages
~100x ROI
Autodesk spent nearly $1bn acquiring a portfolio of construction technology companies from 2018-2019. Then, they created the Autodesk Construction Cloud, their flagship construction product.
As a Sr. Growth Marketer, my role was to generate revenue for a portfolio of 3 products in the construction cloud — Assemble, Autodesk Build, and BIM 360 Model Coordination.
With a $30mm net-new ARR target, I needed to create full-funnel campaigns that would drive massive interest in these new products.
Enter the B1M, the world's largest construction YouTube channel. Autodesk had never collaborated with the B1M before, or tried a campaign of this type. Internal skepticism was high — there were lots of moving parts to coordinate.
Acting as a marketer, executive producer, and cat herder, I coordinated with customer success and product marketing to identify 4 construction megaprojects that used Autodesk software and were willing to talk about it. Then, I approached the B1M to create mini-documentaries about these projects, with each documentary featuring a product from the Autodesk Construction Cloud. From there, I created landing pages, nurture flows, and sales sequences to turn MQL's from this campaign into revenue.
Against a budget of just 6,000 GBP per video, this campaign was a smashing success.
Over 8m YouTube views
Over 50,000 clicks to landing pages for Autodesk software
Over 10,000 form submissions on those landing pages
~100x ROI
Autodesk spent nearly $1bn acquiring a portfolio of construction technology companies from 2018-2019. Then, they created the Autodesk Construction Cloud, their flagship construction product.
As a Sr. Growth Marketer, my role was to generate revenue for a portfolio of 3 products in the construction cloud — Assemble, Autodesk Build, and BIM 360 Model Coordination.
With a $30mm net-new ARR target, I needed to create full-funnel campaigns that would drive massive interest in these new products.
Enter the B1M, the world's largest construction YouTube channel. Autodesk had never collaborated with the B1M before, or tried a campaign of this type. Internal skepticism was high — there were lots of moving parts to coordinate.
Acting as a marketer, executive producer, and cat herder, I coordinated with customer success and product marketing to identify 4 construction megaprojects that used Autodesk software and were willing to talk about it. Then, I approached the B1M to create mini-documentaries about these projects, with each documentary featuring a product from the Autodesk Construction Cloud. From there, I created landing pages, nurture flows, and sales sequences to turn MQL's from this campaign into revenue.
Against a budget of just 6,000 GBP per video, this campaign was a smashing success.
Over 8m YouTube views
Over 50,000 clicks to landing pages for Autodesk software
Over 10,000 form submissions on those landing pages
~100x ROI
The formula for success
The formula for success
The formula for success
The key to this campaign's success was understanding what construction professionals care about. Ever-increasing amounts of annual construction spending goes towards 'mega-projects' — multi-billion dollar developments with dozens of buildings, trades, and suppliers to coordinate.
By blending the story behind these projects ('the why'), with a short, nuts-and-bolts explanation of exactly how the team managing these projects pulled it off ('the how'), coupled with a high-quality, faced-paced production style, we consistently went viral within the global construction community.
Here they are:
The Sea Wall that Saved a Nation
The Tunnel That’s Failing New York City
LA’s $14BN Airport Upgrade
China's Sporting Super-Complex Explained
The key to this campaign's success was understanding what construction professionals care about. Ever-increasing amounts of annual construction spending goes towards 'mega-projects' — multi-billion dollar developments with dozens of buildings, trades, and suppliers to coordinate.
By blending the story behind these projects ('the why'), with a short, nuts-and-bolts explanation of exactly how the team managing these projects pulled it off ('the how'), coupled with a high-quality, faced-paced production style, we consistently went viral within the global construction community.
Here they are:
The Sea Wall that Saved a Nation
The Tunnel That’s Failing New York City
LA’s $14BN Airport Upgrade
China's Sporting Super-Complex Explained
The key to this campaign's success was understanding what construction professionals care about. Ever-increasing amounts of annual construction spending goes towards 'mega-projects' — multi-billion dollar developments with dozens of buildings, trades, and suppliers to coordinate.
By blending the story behind these projects ('the why'), with a short, nuts-and-bolts explanation of exactly how the team managing these projects pulled it off ('the how'), coupled with a high-quality, faced-paced production style, we consistently went viral within the global construction community.
Here they are:
The Sea Wall that Saved a Nation
The Tunnel That’s Failing New York City
LA’s $14BN Airport Upgrade
China's Sporting Super-Complex Explained
