Common Data Environment ABM Marketing Plan – Named Accounts Jay Stathakis, Akhil Purohit, Caroline Potter Feb 2023

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Agenda

1 What is CDE and importance to Autodesk? 2 Solutions Offered 3 Target Audience Profiles and Accounts 4 Marketing Plan 5 Marketing Assets 6 Success Metrics

What is CDE? It is a common process underpinned by a technical solution where project information is stored The set of Autodesk-wide common practices, technologies, and experiences required to build, host, and operate the industry solutions of the future Forge is the Autodesk platform that provides a unified experience to users and developers for common tasks, regardless of industry Platform is inevitable Data is foundational At Autodesk, platform is everyone's job Improves collaboration between project members Reduces mistakes Avoids duplication of effort Data at the Centre: Connection of design & make data with other data Platform: Bringing Data together & creating bespoke data functional applications Vision What does CDE bring to the customer?

Autodesk's Common Data Environment (CDE) is a cloud-based platform that provides a central location for all project-related data, including designs, models, drawings, and documents. The CDE enables project teams to collaborate and manage data in a secure and efficient manner, with real-time access to information from any device and location. 3

Solutions offered Why Autodesk? Digital delivery has 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

Built on the Autodesk Forge development platform that supports integrations with more than 70 third-party applications to connect project information and workflows and extend the value of data

CDE ABM marketing plan The goal is to help target accounts understand and appreciate the benefits of Autodesk’s CDE, with a specific focus on how it simplifies connections and functions with multiple vendor software and how it makes model coordination simpler. What is CDE and its benefits Compliance with ISO 19650 The benefits of "ACC connect" for simplified connection and functionality with multiple vendor software How CDE allows for reading multiple file formats, leading to model coordination simplicity Collaboration: How CDE brings design and construction sites together Mobile connectivity of CDE on construction sites Reducing the duration and cost of project lifecycles Key messages:  Targeted messaging to relevant audiences and target accounts leveraging digital channels, & events Include successful case study/ success story (industry-specific) Non-digital channels such as events, direct marketing, etc. to be considered Campaign plan: Paid Social media (LinkedIn)  Display (6Sense) Social Selling on LinkedIn Marketing Emails Folloze board (customer facing) on CDE or dedicated landing page  Cogniclick Assessment Relevant Events (TBC) Direct Marketing (Senior execs)  Channels:

Objective

CDE Process

CDE

Connected delivery Connected assets Connected outcomes Connected teams Connected insight

Director – Group BIM Director Head of Lean Construction Head of Digital Construction Innovation Director Head of Digital Delivery Partner Head Architect Director Manager – BIM Manager and/or IT manager (BIM Manager makes recommendation, IT may sign off) Project Director Target audience Source: Audience profile research carried out Linda Morrison & Barbara Massolin  Digital visionary Project Collaborator Personas Personas

Marketing assets/content

Channels to share content: LinkedIn: Sponsored and In-mail Display advertising (6Sense) Social Selling campaign with EASE lead for CDE Emails to target list Drive target audience to: Sales meetings/calls Folloze board customer facing Stage 2 – Webinar series/relevant events Content Relaunch existing content.

“Connected Data Environments for Digital Twins” “Manage your project information by implementing ISO 19650”

Option 1

Success metrics (TBC)

Grow CMAU* and MAP between a growth range 35-55 % by end of FY24​

Build Gov+Imp Plans to cover Wave 1 Accounts by end of Q1 ​

Realise 5M euros in upside Growth and

Total CDE Driven Growth between tokens 5M -15M **​

Specific focus domain campaigns Collaboration workflow 1 2 3 4 5 Alignment on Campaign Details Internal Communication on Campaign Campaign Execution Internal Status update on campaign Final internal review of campaign ABM to provide: Proposal for campaign Messaging/content for the campaign EASE to provide: Account lease for targeted accounts Target Personas Lead owner (NBR) EASE/ABM/NBR/IXR: To align KPI’s/Objectives based on KPI proposal ABM to inform about the next execution steps. e.g.: Final communication of assets Guidance on follow-up Final planned timeframe etc. ABM to handover leads to NBR* & sales dev lead to upload to salesforce NBR/EASE/ABM to check in on status quo/success of the campaign: Number & quality of leads Campaign awareness results (KPI?) Alignment on any adjustment needed based on the success Sharing the results & learnings based on the KPIs aligned in step 1 between ABM/EASE/NBR + all sales teams + Senior leadership sales team (template/quarterly/ monthly) NBR/IXR to follow-up on leads: Within 2-5 working days (1st push); 2nd & 3rd push (within 2 weeks) 2 weeks deadline to “close” or handover leads 6 weeks before start 10 days before start Right after start 20 days after start 2 weeks after end

Leads/engagement coming from Linkedin and Sixth Sense are delivered via third party agency.

The agency consolidates them into a spreadsheet which takes about 1 week. In order not to delay follow-up, Akhil (ABM) will send the spreadsheet to Jack Aurucci. The team then work from the spreadsheet on who to call/email. Meanwhile Akhil (ABM) will share the excel spreadsheet with Marketing Ops who get them uploaded into Salesforce Once uploaded = all the CDE leads are routed to NBR’s. The NBR will qualify the lead. If there is an EASE on the account, the NBR aligns with the EASE before agreeing on next steps with customer. If no NBR, then they are assigned to IXR for qualification

Lead flow process