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Account-Based Marketing in NA

February 2024

FY25 EMEA NA ABM Plan

Agenda

1 FY24 Retrospective

2 FY25 Vision and team

3 1:few for NA programs, campaigns, always-on support and collaboration workflow

4 Key events in FY25

5 1:1 Programs and campaigns

6 ABM Resource Hub and Newsletters

FY24 Retrospective

Key figures

23 accounts covered 1:1

Key facts and figures

5 ABM programs customized for Named Accounts (Sustainability, CDE, Infra, Fusion, EBA Awareness etc.)

167 accounts covered through 1:few programs

3 large events supported by ABM (AIF, Rail Summit, AU)

Marketing KPIs

667.4K Total Marketable Contacts

646.4K Phoneable

163.3K Emailable

20.6K Leads

4,386 MQL

16,246 MGL

Internal sales comms

8 Newsletters

1 Master Resource Hub

3 Sub-boards

Other key facts

1 Full team of 5 people on-board to increase support of 1:1 ABM

Optimized collaborative workflow with EASE, Inside Sales and SE.

Trying to be further down the sales stage and reporting on EA delivered from NA campaigns

All contacts by Persona

365,941 (73.3%)

27,913 (5.6%)

104,841 (21.0%)

Executive

Solution buyer

Account admin

End user

Very small business

FY25 Vision and team

Named account ABM priorities Revenue, Relationships, Reputation

FY25 Priorities

1:1 accounts: Continue to evolve the program with improved efforts to share best practice and learnings on added value/impact

Be a key driver in the Expansion efforts in key strategic areas – Infrastructure, D&M and ACC

Leverage the wider marketing 1:Few team to nominate NA into relevant clusters in local language (Energy, Building Engineering, Retail etc.)

Executive Engagement – support the global initiatives to drive increased exec engagement

ABM 1:1 (Enterprise)

EMEA ABM – Org Structure FY24 David Waterhouse

Sr. Director

Silvia Millet Project Mgr

Celine Rochet France Admin

Tristan Jones

Caroline Jussa

Caroline Potter Mgr EMEA

TBH

Clare Thomas

Gabriella Carloni

Akhil Purohit 1:few NA

ABM 1:Few (MMA & ST)

Dale Welch Sr Mgr NE+META

Michael Wescourt

Barbara Massolin

Lucie Pankova

Linda Morrison

Alexandra Todea Silaghi

Adele Coelho Mgr. META

Zeliha Yagmur

Khaoula Chekrad

Roline Machabaphala

North Europe & META

Christian Weiss Dir. CE

Julia Braun Mgr DACH

Katharina Hoehendinger

Claudia Pichlmeier

Katharina Ehrke

André Lubken

Marek Svoboda

Grazyna Kolodziejek

Agnieszka Staniewicz

Sina Breitenbach

Central Europe

Akhil Purohit [NA 1:few]

Mar Juvinya

Lara Sanchez

Pascale Naillard

Léa Jacquier

Tanya Piersimoni

Alba Ventosa Sr Mgr SE

South Europe

XIND AEC D&M

ABM 1:1 (Enterprise) Team structure

Caroline Jussa Senior 1:1 ABM Manager Languages: French, English

Caroline Potter Manager ABM Enterprise

Akhil Purohit 1: Few for NA ABM Manager

Infrastructure, Sustainability, EBA Awareness, Fusion, D&M,

Folloze boards, Social selling, etc.

Tristan Jones Senior 1:1 ABM Manager

1:1 Accounts

 Bouygues

 VINCI

 Egis

 Systra

 Sanofi (MM)

Sustainability

1:1 Accounts

 Ramboll

 Hitachi Energy

 IKEA

 Arup

 Skanska

TBH Languages: German, English

1:1 Accounts

 Volkswagen

 Umdasch

 Strabag

 Deutsche Bahn

 Bosch

Clare Thomas Senior 1:1 ABM Manager

Gabriella Carloni Senior 1:1 ABM Manager Languages: Italian, English

1:1 Accounts

 Sweco

 Afry

 Geely

 Norconsult (MM)

 BAM

AIF and Rail Community

1:1 Accounts

 Balfour Beatty

 VolkerWessels

 Unilever

 Kingspan (MM)

 Morgan Sindall (MM)

Team manage portfolio of 5 accounts each;

Also ABM lead for key events (AU, Rail Summit, AIF)

NA Campaigns (e.g. Sustainability, Auto etc.)

Rail Summit

1:Few for NA Programs and Campaigns

EMEA NA Specific Campaigns in Q1 & Q2

Sustainability Programme: Launched in FY24, working in collaboration with IMPACT team, with customized Knowledge Hubs based on target audiences.

EBA Awareness – assets developed and campaigns ongoing on individual accounts

Infrastructure campaign: Launched in Q3 FY24 focused on 3 key target areas (Rail, Roads & Highways and Water Solutions)

CDE/ACC: Continue to nurture existing EA in pipeline. Investigate a joint campaign in collaboration with ACS Marketing team focused on NA

Manufacturing in line with strategy for D&M for FY25, ABM will ensure relevant accounts are included in 1:Few local campaigns as well as develop customized campaign for NA for relevant audiences.

Product specific (AutoCad): With increased competition in the market, propose campaign for AutoCAD leveraging available content and customize where relevant (Q2)

AUTO: Investigate and propose a campaign for NA Auto customers to amplify AIF but also target senior execs with new messaging.

Continue Re visit Start

Note: this list is not inclusive as more campaigns/opportunities may be added. Details communicated via newsletters/hub.

SUSTAINABILITY

Key executives in both ESG and Business divisions in Named Accounts EMEA

Target Audience

Build campaign foundations for a consistent and long- term approach within the accounts

Purpose

Leverage content from across the business and ensure it is reaching relevant contacts and new contacts within our customer base.

Partner with IMPACT team to ensure messaging relevant to NA customers by Audience

How

Sustainability campaign was launched in FY24 to drive awareness amongst our customers of how we can support their Sustainability efforts.

Expected Outcomes

411 (MGL: 408; MQL: 3) Total Leads

Over 17K Total Audience reached

Top Engaged Accounts Ramboll, Siemens, Sweco, Total Energies, Airbus

Top Engaged Job Titles Environment specialist, Sustainability Manager, Environmental consultant, Head of Sustainability, Energy Manager

Top Engaged Regions/Countries UK, Germany, France, Sweden, Italy, Norway

Coming Soon

Continue to promote the Autodesk Sustainability newsletter

Promotion of Decarbonization report (Spotlight on Decarbonisation)

Sustainability Knowledge hubs updated and shared through multiple channels

Series of Sustainability Webinars in partnership with Sustainability Magazine

Exec-round table on relevant sustainability topics in Q3 (TBC)

Results to date

INFRASTRUCTURE  Increase Expansion Pipeline within 3 key areas

o Rail, o Roads & Highways o Water Solutions

 Increase awareness of Autodesk capabilities in Civil 3D and availability of Civil 3D country kits

Objectives

All EMEA Target Regions

Results to date

Status update:

Total Leads: 780 (MQL: 328; MGL: 452)

Total Audience reached: 330K+

Expansion Actions sourced

ABM leads: 122

Top Engaged Accounts

 Rail: Network Rail, Sweco, Saipem, Strabag, Afry

 Roads & Highways: Alstom, Balfour Beatty, EDF, Network Rail, TechnipFMC

 Water: Arup, Shell, Sweco, Renault, Arcadis

Top Engaged Regions/Countries

 UK

 Norway

 Finland

 Switzerland

 France

 Italy

404,861 tokens (forecast)

What is currently live

Continuation of INFRA campaigns with refreshed assets & messaging.

Ongoing telemarketing to enrich contact data

Dedicated Civil 3D campaign to promote Civil 3D and the country kits.

A social selling campaign, in collaboration with inside sales, to schedule additional 1:1 meetings.

Ongoing sales enablement efforts.

INFRA Results to date Rail/Roads & Highways/Water Solutions & Civil 3D Country Kits

Coming Soon

Targeted advertising (banner ads & print ads) in AEC Magazine monthly newsletter.

Special postcard affixed to cover of AEC Magazine for 51 Exec contacts.

Joint webinar syndication campaign with Innovyze.

Civil 3D country kit Civil 3D Landing Page

Single image ads Video ads Conversation ads

New assets: Civil 3D & Country Kits

Promotion of newly created Civil 3D & Country Kits resource board on Social Media

New video on the usage of country kits is ready to use and has been translated to 11 different languages including German, Japanese, French, Spanish, Portuguese, Korean, Chinese, Ukrainian, Turkish, Arabic, and Italian. Find the videos on sharepoint.

Availed of the Civil 3D community to also share the awareness of country kits/new assets.

109 Total engaged people

28 Total accounts engaged

https://boards.autodesk.com/civil3d-emea/italy-dc1e?w=b4adb https://share.autodesk.com/:f:/r/sites/EnterpriseABSM/Shared%20Documents/General/FY25/1-Few%20for%20Named%20Accounts/Infrastructure/Civil%203D%20Videos?csf=1&web=1&e=1gAmjT

EBA AWARENESS

 Dedicated customer team

 Additional resources to enable customer success

 Extended Technical Support

 Training and consulting resources

 Extended Access to software and solutions

What does EBA bring to the customer?

Customer facing assets were created last year to help share the value of an EBA across the customer organization. The content was customized depending on the rile.

 Increased token consumption

 New product adoption

 Increase consulting requests

 Increase customer engagements

Why continue to promote it across customer channels?

Customer facing assets created and included in multiple customer folloze boards

Campaigns can be executed on a customer level .

For advice/suggestions on leveraging the EBA Content available, please visit the ABM Hub and/or contact Akhil Purohit.

Average Engagement

93 Visitors

47 Viewers

18 Super Viewers

29 Clickers

13 boards for key accounts. 187 Total Engaged Contacts

2x more likely to be Super Viewers. EBA Awareness board visitors

7.75x more likely to click on CTAs vs. typical Autodesk board visitors.

Actionable Steps:

Regularly monitor boards; contact Akhil Purohit for updates.

Increase visibility: Add board link to email signature.

Share best-practice examples for improved engagement.

Results

FUSION

 Grow number of users from 1K to 3K FY24

 Position Fusion as a corporate tool/solution

 Grow existing base through using extensions

 Acquire new users in existing customers (NA)

Objectives

 UK

 Nordics

 Germany

Target Regions

 D&M and Auto

 R&D Audience

 Manufacturing equipment dept

Target Audience Segments

Fusion 360 is a cloud-based 3D modelling, CAD, CAM, CAE, and PCB software platform for professional product design and manufacturing

Activities include

Social media campaign to promote the webinar series, Fusion tips & tricks assets, landing page, etc.

Dedicated Fusion Landing Page

Recorded webinar series targeting the existing Fusion users.

New video ad created to promote the webinar series

Next steps

Going forward, Fusion will be incorporated into the MFG ABM campaign (in development)

487 Total Leads

10 Total Expansion Actions

Top Engaged Accounts Siemens, IKEA, Continental

Top Engaged Job Titles Product Manager, Research & Development Specialist, Product Owner

Top Engaged Regions/Countries Siemens, IKEA, Continental

Results to date

https://www.autodesk.com/campaigns/fusion-360 https://www.autodesk.com/campaigns/fusion-extension-series https://www.autodesk.com/campaigns/fusion-extension-series

CDE

 Data at the Centre: Connection of design & make data with other data

 Platform: Bringing Data together & creating bespoke data functional applications

Vision/ Messaging

It is a common process underpinned by a technical solution where project information is stored

 Improves collaboration between project members

 Reduces mistakes

 Avoids duplication of effort

 Digital delivery proven to save up to 25% of project costs

 Supports data continuity in a common data platform, allowing easy transfer of information and integration of project workflows from design to construction

What does CDE bring to the customer?

Top Engaged Accounts

 Arcadis

 Arup

 Motts Macdonald

 Cowi

 Balfour Beatty

 Strabag, Schaeffler

Top Engaged Countries

 UK

 Germany

 France

 Sweden

 Italy

308 Total Leads delivered

17% Conversion Rate

90 Total Expansion Actions

337,304 Total New Monthly Added Users

Top Engaged Countries

 Stage 2: 22

 Stage 3: 19

 Stage 4: 2

 Stage 5: 2

 Closed/Won: 12

 Closed/Lost: 20

Results to date

NA ABM Always-on support

Folloze boards

Folloze board program for EMEA Named Accounts

Next steps:

Audit & Action: Classified Folloze boards by proficiency: Green (advanced), Yellow (improvement), and Red (introductory).

Optimization Steps: Defined sessions for each category: Accelerator (advanced), Maximizing (improvement), and (Re)Introduction (beginners).

Maintenance of boards: Board owners to review their boards and Collaborate with ABM managers for content insights and best practices (e.g., Arcadis).

115 boards created 227 Avg. Engagement 135 Avg. visitors

Benefits of the program:

Drive new contacts, opportunities, and boost 1:1 meetings with prospects.

Enhance your LinkedIn profile, establishing thought leadership for active engagement.

Top updates:

Dedicated dashboard for tracking campaign progress, including messaging, meeting requests, and acceptance rates.

ABM sponsorship—connect with your 1:1 ABM manager or contact Akhil Purohit for similar 1:1/1:few campaigns.

Example of top performing 1:few campaign - CDE:

Impressive 45% acceptance rate from CDE social selling campaign working with Jay Stathakis profile (454 out of 1021 connection requests).

Conducted 40+ CDE calls, seamlessly transitioning to Account teams upon completion.

Simultaneous organic content distribution to position Jay as a thought leader on LinkedIn.

Example of top performing 1:1 campaign – ABB:

Intro & Fusion360 message & follow up message created:

LinkedIn Messages sent: 248

LinkedIn messages replied: 60

Interested in a conversation: 21 new contacts (MQLs)

Social Selling

Campaign collaboration workflow

Campaign collaboration workflow The following workflow is for campaigns that are designed for NA based on key initiatives agreed by Sales Leadership and aligned with Strategic Realisation FY25 plans

Campaign collaboration workflow will also be used for campaigns within the 1:1 programme

Governance

ABM/Inside Sales to have weekly check in meetings to include feedback on MGLs and MQLs, overall response to a campaign (e.g. Quality of requests/is the Outreach working/do the team need more Sales Enablement)

Expansion core team (ABM, IS, EASE and SE) – monthly meeting to review results and if SLAs on follow up are being met

Communication of Results

Results of 1:Few campaigns (NA) to be included in QBRs with consistent metrics

Results to be included in regular updates within NA ABM Newsletter and at relevant regional meetings (ABM team to provide regional breakdown where relevant)

1st half of the Expansion Workflow - Specific focus on domain campaigns for NA

Pre-Sales campaign collaboration workflow

1 2 3 4 5

Alignment on Campaign Details

Internal Communication on Campaign

Campaign Execution

Internal Status update on campaign

Sales Stage Acceleration

ABM to provide:  Proposal for campaign  Messaging/content for

the campaign  Solution Engineer &

Industry leaders to Consult on campaign content

 KPIs to be agreed with core team (ABM/Sales leadership)

Audience List • ABM to propose the initial

Audience list based on campaign objectives and targeted personas.

• ABM shares Audience list with key stakeholders for final review

ABM to inform key stakeholders of final plan launch e.g:

• Final communication of customer facing assets and internal sales enablement assets

• Guidance on follow-up/call to action including Outreach sequence if applicable

• Sales Enablement briefing call by Solution Engineer/Industry (Based on campaign focus)

ABM to handover leads (MGLs and MQLs) to NBR and EXR for qualification

IS/ABM/EASE /SE leadership to meet to review campaign post launch.

 How many MQLs are converting to Expansion Actions (stage 2)

 Alignment on any adjustment needed based on the results

 ABM to review next steps to ensure ongoing engagement (new campaign or specific activities to smaller cluster)

 Ongoing cadence: Monthly leadership meeting to review results/next steps (ABM/SE/IS/EASE)

NBR/EXR to follow-up on MGLs/MQLs:

 First contact within 2-5 working days.

 MGLs to be uploaded by MOT directly into Salesforce

 ABM will manage this process

 Maximum period for upload will be 5 working days

3-4 weeks before start 10 days before start Right after start 20 days after start 2 weeks after end

EA to Stage 2 • For accounts with EASE,

follow up EA within 5 working days

• For accounts without an EASE, EXR to qualify to next steps

Stage 3 – 5 • “Opportunity owner” to

engage with SE for technical qualification

• ABM to review status of EA and sales stage on a weekly basis with Inside Sales Leadership

updated Nov 2023

Campaigns for NA

KPIs and impact (work in progress)

We will report on a quarterly basis on results of NA campaigns as follows: See example below (CDE)

ABM coverage

Contact reach

Whitespace

Expansion pipeline

MAU

Token consumption /

ACV

Engagement

Reach

Account journey

Attribution

70 accounts targeted across EMEA

133, 941 reach across target group in those accounts

334 MGLs generated

92 opportunities created. 20 EA’s at Stage 3 (65K MAU)

90K MAU tokens in pipeline at Stage 3-5 (Value approx. 1M tokens)

Workgroup established globally to review how we measure marketing contribution to NA :

Phase 1

Work group recommendation is to have a funnel view of the Marketing leads (MQLs) that move to an Expansion Action AND include the Token value of those EA’s *

Phase 2

Will look at Expansion Actions that are not sourced from ABM campaigns BUT Marketing can help accelerate the pipeline.

Phase 3

How ABM can support Token consumption and adoption

Note: Currently requires manual work to get all the data from Salesforce MOT/ESE to support automating the process;

Main events in FY25

Key events FY25

Ensure we are engaging with the right people at key events

Support with executive events/customer forums etc. where relevant

Pre event and post event follow up to optimise opportunities

Autodesk University 2024

May 11-12, 2023 3 & 4 APRIL 2024 Paris, France https://bim-w.com/

3 ARIL 2024 Paris, France

Note: Also supporting selected local events

Date: October 14-16, San Diego

BIM World Paris

DATES: April 3-4, Paris, France

BIM World Paris is the leading event for digital construction and sustainable development. This large event aims at gathering the whole AECO ecosystem and community with more than 10,000 visitors last year, and acts as a true platform for technology, innovation and business, supporting the industry, market and territories.

What is it?

The event experience will focus on increasing executive engagement thanks to:

- the Autodesk Executives presence of Nicolas Mangon, Robert Bray, Walter Dopplmair, Joe Speicher and Nicolas Fonta

- the set up of an Executive Dinner with Nicolas, Joe and our key Customers (NA & MMA)

- a newly executive lounge hosted by Autodesk in the exhibition area to conduct interviews and briefings

What’s New?

France AEC Ecosystem ((10k + in attendance mainly from France but also interestingly from all over Europe)

Target

Keynotes, roundtables, workshops, Agora with +30 sessions, 72 Sqm Booth with demo stations and XR experience, Executive lounge

Format

https://bim-w.com/

https://autodesk.wistia.com/medias/2ognqcapeh https://bim-w.com/

Soirée de l’Excellence

The "Soirée de l’Excellence française" is an exclusive and prestigious Autodesk event that aims at highlighting the most innovative projects of our customers designed with our solutions, creating a recurring event to network with our customer and engaging and building a community of excellence between peers in France.

What is it?

April 3, Paris, FranceDates

Autodesk key customers in FranceTarget

Customer keynotes, cocktail and networking after Day 1 of BIM World

Format

This year will focus on 2024 Paris Olympics projects from our customers, as well as keynotes from our VPs Nicolas Mangan and Joe Speicher

What’s New?

3 ARIL 2024 Paris, France

https://autodesk.wistia.com/medias/bwutie1gsg

Automotive Innovation Forum (AIF) 2024

Dates: May 7-8, Darmstadt, Germany

The Automotive Innovation Forum (AIF) is Autodesk’s annual conference and networking event for executives and professionals with a strong focus on innovation, disruptive technologies, and the future of mobility.

More than 500 industry experts and thought leaders—including

top companies such as Porsche, Italdesign, Rivian, Toyota, and Northvolt

Inspiring keynotes and customer presentations, as well as subject matter/technical content delivered through 2 themes dedicated to Design Studio and Digital Factory. There will be an exhibition area, executive engagement and networking opportunities.

 Position AIF as a global thought leadership event that brings the mobility community together

 Expand networking opportunities between the ecosystem: peers, executives, technology partners, Autodesk, etc.

 Demonstrate Autodesk's presence and influence in the mobility industry

 Increase the ratio of industry/customer content to Autodesk content

 Drive curiosity among our customers & prospects to learn what they can do and a path to implementation

What is it?

What’s New?

Target

Format

https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Fapp.smartsheet.com%2Fb%2Fform%2F6ab1c5c3d8384e8bb5b91ba602906792%3F&data=05%7C02%7Ccaroline.jussa%40autodesk.com%7C0ce3ea31490e44d4c3aa08dc173f6253%7C67bff79e7f914433a8e5c9252d2ddc1d%7C0%7C0%7C638410808230321190%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&sdata=EtzySGcm1uPvFJWc7aC6hyQwMp5dhpUlUBGzkwTKYe4%3D&reserved=0

Autodesk University 2024 Date: October 14-16,

San Diego Autodesk University is Autodesk's flagship customer conference that offers a year-round learning and networking experience that helps industry professionals advance their careers. AU is where Autodesk customers connect and learn how to put the possibilities of Autodesk’s Design and Make Platform to work.

Autodesk customers WW

– see 2023 figures

3 days packed with sessions, keynotes, networking and other activities

Oct 14-16 in San Diego

What is it?

Dates

Target

Format

https://www.youtube.com/watch?v=enT_3MyE6RM

Rail summit 2024

Rail Summit is the global premier rail industry event focused on industry transformation.

Expecting 250 customer registrations at the Executive level this year.

2 days Autodesk event with keynotes and networking opportunities

Date and location TBD

What is it?

Dates

Target

Format

FY25 Calendar

The calendar has been updated to reflect 2024 events that we know so far and will be continuously maintained throughout the year. Access via the ABM Named accounts Hub.

https://boards.autodesk.com/events

https://boards.autodesk.com/events

1:1 Programs and campaigns

+ 4 accounts from Mid Market – Kingspan, Morgan Sindall, Sanofi, Norconsult

 Volkswagen

 Ramboll

 VolkerWessels

 ARUP

 Sweco

 Vinci

 Bouygues

 SKANSKA

 Unilever

 Balfour Beatty

 NEW: Egis

 NEW: Systra

 Umdasch

 STRABAG

 Deutsche Bahn

 Afry

 IKEA

 Hitachi Energy

 NEW: BAM

 Bosch

 Geely

1:1 What accounts are selected for FY25

Manuel Mailaender Aymeric Jouannet

-Capogrossi Ingmar Wolf Adrien Martin

Customer engagement levels of service

Account-Based Marketing continuum

Global campaigns

Objectives Metrics

1:1 ABM programs

1:Few ABM programs

1:Many Global ABM campaigns

Strategic Opportunity Conversion

 High Growth accounts

 Top strategic customers

 Defined opportunity size/goal

 Max. 5 per ABMer

Account Cluster Conversion

 Account plans

 Sales & success objectives based on similar outcomes

 Personalization per cluster

Programmatic ABM

 Target accounts aligned to SR/SI

 Identify engaged accounts

 Segment/solution campaigns

 Limited account insights

Transactional Delivery

 Product campaigns

 Brand campaigns

 Lead gen / transactional

 Contribution to Expansion Actions

 Token consumption

 Executive engagement

 Account engagement

 Pipeline & ACV contribution

 Strategic opp. progression

 Executive and Buying Committee engagement

 Account engagement

 Pipeline & ACV contribution

 Account engagement lift and intent

 Scaled Exec. engagement

 MQL conversion rate

 Audience development

 eStore business

 Pipeline & ACV contribution

Unlocking growth potential through partnership

Championing value

realized through the Autodesk

partnership

Amplifying industry

presence through

joint marketing

Driving change and engagement,

through internal communications

• Best practice for accounts in the 1:1 programme is to proactively share with the customer that they have this

opportunity which will bring value in these 3 key areas

• This will lead to a stronger collaboration in the planning and execution of the ABM plan

1:1 Examples Selection of some customized activities undertaken on accounts in FY24.

IDOM – Customized folloze board

Manifesto

What’s New (e.g State of design and make report, Notre Dame story)

Thought leadership assets based on customer’s sectors

Sustainability

EBA Awareness

Idom engagements

Events

Dedicated resource center to make the most of the IDOM and Autodesk partnership through relevant content and access

Objective

Solution buyers and users at the account, new or existing contacts

Target

Selected assets for IDOM such as manifesto (when available), thought leadership content, EBA awareness, Support, sustainability, events and other useful links/information.

Content

Account team, EASE, direct contact with customer leveraging Customer facing PPT that highlights the value of the board

Promotion

 Xxx

 Xxx Impact

VINCI – Account Manifesto  Develop executive relationships

 Present a strategic vision for the partnership between Autodesk and the customer (aligned to expansion activities)

 Demonstrate Autodesk’s understanding of the account

Objective

 Senior executives in the account within business units that we know already or new business units

Target

 Customer-facing

 Based on the imperatives of VINCI

 Inspiring, visionary, partnership

 Reflects Autodesk’s value proposition (e.g., sustainability, digital transformation) and what makes Autodesk the perfect partner?

 Includes value bank elements with key figures: history with the account to date and highlights of value delivered

 1 year shelf life

Content

 PDF (Web & Print) to send or give to the customer before or as a follow-up of a briefing/meeting

 PPT format to be used during briefing/meeting

 Video (motion design)

Assets

 Xxx

 Xxx Impact

AFRY - Forma Success Story

 Showcase the benefits of using Forma

 Share the success story of AFRY using Forma for a residential & commercial community project in Gothenburg, Sweden

Objective

 Customer-facing

 Informative, partnership Content

Assets  PDF (Public link & Print)

 Bonfire Post

 LinkedIn

 Emails

Promotion

Engagement within Afry to look at introducing Forma within their business unitImpact

GEELY - Sustainability project Project stages:

1 Located & mapped all Geely Real Estate & upgrade locations

2 Identified relevant Contacts through Agent3

3 Created Sustainability Insights reports per B.U through Agent3

4 Mural sessions led by Leo Li to review & identify Sustainability information for Design, Production & Facility Mngmnt for each B.U

5 Shared with Hassan, who created a sustainability PPT & presented, with team, to Polestar Meeting. Recording added to our Folloze board

6 Standard Geely PPT created by Hassan & Intro email to be created to send to identified contacts

7 Ben created a Sustainability enablers / catalogue deck Added to our Folloze board

8 Account team to meet with identified contacts to continue the conversation

 To expand into new entities through IFM with new factories or factory upgrades with Digital Factory, CREM & CDE (Factory Design Utility, Inventor, Revit 7 BIM360).

 Common thread was ‘Sustainability’.

 Reviewed each of the Geely business units' sustainability journey. Their priorities, focus, goals & achievements to understand where we can support.

 As a trusted strategic partner, a personalised presentation was created to support them to achieve their sustainability goals.

Project Overview

 Sustainability awareness & support aligning to Geely’s sustainability initiatives and goals

 Increase current token consumption by CEVT 35% & VCC 45%

 Expand into IFM

 Account engagement & strengthen relationships

Project Objectives

 Mapped all Geely Real Estate & upgrade locations

 Contacts list

 Sustainability Insights reports for each business unit

 Mural board

 Business unit personalised Sustainability presentations

 Sustainability enablers catalogue

Content

 Xxx

 Xxx Impact

HITACHI - Energy Internal Video

 Support Hitachi Energy on their journey to transform from 2D to 3D workflows. Raise awareness of BIM.

 Strengthen relationships between Autodesk and Hitachi Energy

Objective

 Internal audiences within Hitachi Energy:

o Leadership

o Project managers and collaborators

o End users

Target

 Video interview with two leaders and two BIM advocates within Hitachi Energy

 Creating one video to tell the top-down story to drive the awareness of BIM and the benefit to HE customers

 Additional shorter videos on specific benefits to drive desire from users and project managers

Content

 Internal BIM Sharepoint page

 Yammer/Viva engage posts

 Email communication

Promotion

 Xxx

 Xxx Impact

MEF Social Media Campaign (FS – ANAS)

Dedicated Resource Center to make the most of the FS (Ferrovie dello Stato) and ANAS Autodesk partnership through relevant content and access

Objective

Solution buyers and users at the account, new or existing contacts through a Social Media Campaign leading contacts to Resource Hub content

Target

Selected assets for FS (Ferrovie dello Stato) and ANAS placed on Resource Hub to drive traffic

Content

 Resource Hubs

 Social Media Campaign

 EASE, direct follow up on contacts to fix appointment

Promotion

 ANAS Resource Hub: #15.116 impressions; #214 clicks to LP; #29 MGLs

 FS (Ferrovie dello Stato) Resource Hub: #30.608 impressions; #192 clicks to LP: #22 MGLs; 2 conf calls arranged by EASE; 1 meeting in person arranged by EASE as expansion action to date

Impact

ABM Resource Hub and Newsletters

EMEA Enterprise ABM Resource Hub

EMEA NA Enterprise ABM Resource Hub

• Campaign info and assets

• Event info

• Quarterly ABM plans

• Collaboration workflows and playbooks

• ABM activities overview

• ABM best practice (for Sales)

• Direct contact to your ABM team

Keep up with the latest ABM news, programs, practices, and campaigns.

Visit the hub

https://boards.autodesk.com/abm-resource-hub https://boards.autodesk.com/abm-resource-hub/

EMEA Enterprise ABM Resource Hub

EMEA NA Enterprise ABM Newsletter

• Sent monthly – since January 2023

• To all Sales teams

• From NA ABM team

Everything you need to know about ABM for NA: programs, marketing campaigns, events, and more delivered to your inbox!

Monthly News

Subscribe to newsletter

https://boards.autodesk.com/abm-resource-hub mailto:akhil.purohit@autodesk.com mailto:akhil.purohit@autodesk.com

Autodesk and the Autodesk logo are registered trademarks or trademarks of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.

© 2024 Autodesk. All rights reserved.

Appendix

ABM 121 Process

Knowing what is driving the account

Playing the accounts needs

Mapping / Profiling Stakeholders

Developing Value Propositions

Planning integrated sales & marketing campaigns

Executing integrated campaigns

Evaluating results

Start (12 Month+)

ABM Strategic 1:1

Global webinars

IMPACT team

Content team

1:many campaigns

Other teams

Field marketing

events activities

Brand activities

1:few local activities

CSM activities

EASE activities

Innovyze activities

Executive Engagement

activities

Inside sales activities

ACS activities

1:few NA activities

ABM Ecosystem

ABM / Sales aligned process for 1:1

Selection criteria Token Gap / Goal Engagement Level Executives Engaged Marketable Contacts Account team buy-in Propensity

Data Sources: KYA SFDC Account teams Responsible: Sales Managers ABM 1:1 Owner

Definition of High Growth Growth Accounts

Data Source: SFDC NA Account Planning

Goal setting: EBA Renewal Goal Token consumption Customer Lifetime Value

Pre-requisite: Be tagged as Account team member /invited to account planning sessions and quaterly check-ins

Responsible: Sales Director ABM Director

Account Insight Template Account Insight Stakeholder Insight Child CSN mapping

Minimum Insights analysed: Top 3-5 Needs based on CBIs and Expansion areas (Growth of addressable audience, Increase Autodesk awareness, Change perception, MAU expansion)

Data Sources: KYA SFDC MOT External sources

Responsible: ABM NASE Manager MOT/Analyst

Alignment: Account team (NASE Manager, CSM, Tech SE)

Minimum Plan Content: ABM specific Goals / KPI Targeted value propositions and narratives Execution Plan Stakeholder mapping (optional) Messaging House (optional)

Responsible: ABM

Alignment with: Account team and SME

Roll Out: Strategic 1:1 Executive engagement EBA expansion EBA awareness Optimized existing events plan (pre and post)

Evaluations of scaling to 1:few (Synergies)

Informed: Sales Team

Briefing EASE/INSAs: Minimum content

Responsible: ABM Account team (follow-up, insights)

Alignment with: Account team INSA

KPI: Engagement Marketing Contribution Marketability Leads and opportunities

Minimum reporting Content: Timing Audience Objective Activity

Data Sources: MPM Lead/Opportunity KYA

Reporting Cadence: 1:1 Quarterly

Responsible: ABM Account team (follow-up, insights)

Audience: Extended Account Team

Sales Alignment

Account(s) Selection

Account Intelligence

Planning Execution +

Optimization Measurement & Reporting

Q1 Q1-Q4 Q2-Q4

G o

v e

rn a

n c e

P ro

c e

s s e

s K

e y

T a

s k

s D

a ta

&

In s ig

h ts

Most effective tactics and content by engagement type

ABM continuum

Tactic 1:1 1:Few 1:Many

Account-specific (custom/bespoke content and thought leadership)

Individual microsites

Executive briefings

Executive-to-executive relationship programs

Audience relevant microsites

ABM customer events

Display advertising & paid social media

Webinars and virtual events (owned)

Email marketing / e-newsletters (owned)

Reverse IP / targeted digital ads / retargeting

Content syndication

Whitepapers & eBooks

3rd party content

Paid search / SEM / SEO

LESSMORE

CUSTOMIZATION

Championing value realized through the Autodesk partnership

Tell the story behind the partnership with

Autodesk and why it aligns to Balfour

Beatty’s goals

Highlight business successes

Examples:

Executive

videos

SharePoint

articles Infographics

Case

studies

Amplifying industry presence through joint marketing

Examples:

Joint press

releases

Autodesk owned events

(AU Mainstage, Rail Summit)

Third party engagements

(Press, industry bodies)

Leveraging the power of joint marketing to

reach key industry stakeholders

Collaborative marketing strategies to raise

awareness and position Balfour Beatty

as a leader

Driving change and engagement, through internal communications

Examples:

On-line sessions

focused on upskilling

Internal

communications plan

Account

newsletters

Supporting change management initiatives

through marketing consultancy

Foster employee engagement, alignment, and

adoption of new practices

Communicating the reason for change, along with

benefits to internal stakeholders

Confidential – Not for External Use or Distribution

WWM top priorities Mission: Create and lead the design and make platform for the category by building brand desire and demand through delightful, engaging experiences across all stages of the customer lifecycle.

Strategic priorities

Elevate Autodesk brand

Improve business value by delivering a world-class brand experience across all

touchpoints to create differentiation and increase awareness & understanding of how Autodesk’s platform, products, and services

enables desired customer outcomes.

Build world-class content engine

Attract target audiences by developing an audience-focused horizontal and vertical content strategy with a distribution-first

mindset to maximize customer acquisition, retention, and expansion.

Drive next wave growth

Acquire new customers and increase retention, expansion and multiproduct adoption with

existing customers by creating a unified and audience-centric marketing experience across

entire customer lifecycle.

Approach Audience-centricity fuels all we do, turning customer experience into a competitive advantage and driving increased return on marketing investment (ROMI)

Slide 1: FY25 EMEA NA ABM Plan Slide 2: Agenda Slide 3: FY24 Retrospective Slide 4: Key facts and figures Slide 5: FY25 Vision and team Slide 6: Named account ABM priorities Slide 7: EMEA ABM – Org Structure FY24 Slide 8: ABM 1:1 (Enterprise) Team structure Slide 9: 1:Few for NA Programs and Campaigns Slide 10: EMEA NA Specific Campaigns in Q1 & Q2 Slide 11: SUSTAINABILITY Slide 12: INFRASTRUCTURE Slide 13: New assets: Civil 3D & Country Kits Slide 14: EBA AWARENESS Slide 15: FUSION Slide 16: CDE Slide 17: NA ABM Always-on support Slide 18: Folloze boards Slide 19: Social Selling Slide 20: Campaign collaboration workflow Slide 21: Campaign collaboration workflow Slide 22: Pre-Sales campaign collaboration workflow Slide 23: KPIs and impact (work in progress) Slide 24: Main events in FY25 Slide 25: Key events FY25 Slide 26: BIM World Paris Slide 27: Soirée de l’Excellence Slide 28: Automotive Innovation Forum (AIF) 2024 Slide 30: Autodesk University 2024 Slide 31: Rail summit 2024 Slide 32: FY25 Calendar Slide 33: 1:1 Programs and campaigns Slide 34: 1:1 What accounts are selected for FY25 Slide 35: Account-Based Marketing continuum Slide 36: Unlocking growth potential through partnership Slide 37: 1:1 Examples Slide 38: IDOM – Customized folloze board Slide 39: VINCI – Account Manifesto Slide 40: AFRY - Forma Success Story Slide 41: GEELY - Sustainability project Slide 42: HITACHI - Energy Internal Video Slide 43: MEF Social Media Campaign (FS – ANAS) Slide 44: ABM Resource Hub and Newsletters Slide 45 Slide 46 Slide 47 Slide 48: Appendix Slide 49 Slide 50 Slide 51: ABM / Sales aligned process for 1:1 Slide 52: ABM continuum Slide 53: Championing value realized through the Autodesk partnership Slide 54: Amplifying industry presence through joint marketing Slide 55: Driving change and engagement, through internal communications Slide 56: WWM top priorities