The CEO’s Guide to Marketing The one with Autodesk CMO Dara Treseder about the art and science of engaging audiences
Nov 21, 2024
Dara Treseder, CMO of Autodesk and a respected marketing leader, dives into the nuanced world of B2B marketing. She emphasizes marketing as both an art and a science for engagement. Dara clarifies misconceptions in the C-suite about marketing, stressing its strategic role beyond mere advertising. She explores the differences between B2B and B2C, highlighting the importance of relationships and value creation. Dara also discusses the significance of brand campaigns in B2B awareness, and the need for consistent customer value in nurturing long sales cycles.
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Episode notes
Show Marketing’s Full Scope
- Do not reduce marketing to just advertising and sales.
- Dara urges CMOs to show the full breadth of marketing beyond ads.
Distribution Changes The Playbook
- Distribution channels distinguish B2B from B2C strategy.
- Dara highlights partners, resellers, and ecosystem needs in B2B marketing.
Relationships Are The Common Foundation
- Both B2B and B2C start with creating value within relationships.
- Dara stresses that B2B is not purely transactional and needs relationship focus.
