The Funnel for Marketing is Changing in Big Ways

“The traditional marketing funnel has completely changed: customers come in, jump out, come back in, touch a social channel, etc. Good data and metrics become all the more critical with these non-linear and more complicated customer journeys.”

Siara NazirOpens a new window , Head of Digital Marketing at AutodeskOpens a new window , talks with us about how they continue to build competitive advantage.

Key Takeaways:

1. A digital direct strategy previously focused on selling product features. The new digital approach focus on the customer, allowing the team to look at data analytically and see what is resonating with customers on many levels.
2. Understanding customer attitudes: One of the persona categories to pay attention to, which marketers often overlook, are the customers that don’t use or buy the product.
3. Allocating resources to lead gen efforts
4. The most critical focus is on continuing to keep customers renewing, while also enabling acquisitions with new marketing channels and new ways for customers to interact with Autodesk products
5. Setting up standardized processes to establish dynamic attribution as opposed to the traditional “first touch” or “last touch.” This includes identifying cross device traffic and customer journeys across different channels.
6. Analyzing pricing at a deeper level.

For more on Autodesk’s digital marketing strategies with Siara, visit the full interview with Ziff Davis B2B hereOpens a new window .