EBA Awareness ABM Marketing Plan – Named Accounts

April 2023

© 2023 Autodesk. All rights reserved.

1

Agenda

1 Why is EBA awareness important to Autodesk? 2 Marketing Plan 3 Marketing Assets 4 Success Metrics

Why EBA awareness? The EBA is a strategic partnership between the customer and Autodesk that delivers value to customers beyond access to software Increased token consumption New product adoption Increased accelerator requests Increased consulting requests Increased customer engagement 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?

What is in it for us?

EBA awareness ABM marketing plan Increase awareness and understanding of the benefits of the EBA among target accounts, with a focus on the additional value this strategic partnership offers. Targeting customers in all EBA lifecycle stages (new, renewal) and increase adoption of Autodesk services throughout the whole account. What is an EBA? Its benefits beyond software End-user Enhanced 24/7 Technical Support Try new products / workflows with no commitment Upgrade to the latest software version Manager/Exec Accelerator training sessions Consulting Enhanced 24/7 Technical Support Workflow optimization and adoption without long-term commitment (subscription) Contract Owner/IT Reduced Software Stack Customer Success Planning Enhanced reporting and monitoring tools Enhanced 24/7 Technical Support Compliance

Key messages:  Targeted messaging to relevant audiences via collaboration between CSM and contract owner Elevate messaging with relevant success account-based customer stories Target existing subscription users within the account Campaign plan: Folloze board (customer facing) Onboarding events and QBR Relevant Events TBC Direct Marketing (Senior execs)  Email awareness campaign via database Customer specific Tech Days / Webinars Internal customer owned channels Channels:

Objective

Marketing assets/content

Channels to share content: Customer Resource Hub Emails to target list Onboarding Sessions and QBR Direct outreach campaigns via NBR and EASE Drive target audience to: Adopt and try new software Onboard new divisions / teams Folloze board customer facing Stage 2 – Webinar series/relevant events Content

“Create Possibilities. Erase Boundaries”

Success metrics (TBC)

Quarterly increased Monthly Active User

Quarterly increased Token Consumption

Increase # of Marketable Contacts within Account

Increased requests for Accelerators and Consulting

Increased # of visitors on Folloze boards

Increased # of event participation

Appendix

Whom to speak to If your account has a dedicated 1:1 ABM manager, please reach out to them. If you don’t, please reach out to Akhil Purohit (akhil.purohit@autodesk.com) to ask for his support.

The EBA board is created as an external board for the customer to learn more about the contract Copy the EBA reference board Customize the content for your customer See the next slides Add a banner to the existing customer Folloze board and link it to the customized EBA board See reference page

How to use the Folloze board 1:1

How to use the Folloze board for not 1:1 The EBA board is created as an additional board to the existing customer resource hub for the customer to learn more about the contract Option 1 Option 2 The customer has an existing Folloze board The customer has no Folloze board Copy the EBA reference board Customize the content for your customer. Ask Agent 3 to create a standard customer resource hub for the account Use the EBA board as customer resource hub Add a banner to the existing customer Folloze board and link it to the customized EBA board See reference page Add content cards to the helpful resource banner and create new Categories

Content overview - en Content Link Description Ready to use Notes Folloze board Click here This is the master Folloze board for the EBA campaign and needs to be duplicated for each account Requires customization EBA trailer Wistia Link A short teaser that is integrated into the Folloze board yes Benefits PDF DAM Link Three PDF files explaining the benefits of an EBA targeting User, Manager, and IT Admins Requires customization and Folloze board to link back to Onboarding video Reference File DO NOT USE for your board EBA onboarding session recorded by the CSM that can be integrated into the Folloze board either via content card or banner CSM to record Log support Case overview Click here An overview on how to get the right support Requires customization

Content overview - FR Content Link Description Ready to use Notes Folloze board Click here This is the master Folloze board for the EBA campaign and needs to be duplicated for each account Requires customization EBA trailer Wistia Link A short teaser that is integrated into the Folloze board yes Benefits PDF DAM Link Three PDF files explaining the benefits of an EBA targeting User, Manager, and IT Admins Requires customization and Folloze board to link back to Onboarding video Reference File DO NOT USE for your board EBA onboarding session recorded by the CSM that can be integrated into the Folloze board either via content card or banner CSM to record Log support Case overview Click here An overview on how to get the right support Requires customization

Content overview - ger Content Link Description Ready to use Notes Folloze board Click here This is the master Folloze board for the EBA campaign and needs to be duplicated for each account Requires customization EBA trailer Wistia Link A short teaser that is integrated into the Folloze board yes Benefits PDF DAM Link Three PDF files explaining the benefits of an EBA targeting User, Manager, and IT Admins Requires customization and Folloze board to link back to Onboarding video Reference File DO NOT USE for your board EBA onboarding session recorded by the CSM that can be integrated into the Folloze board either via content card or banner CSM to record Log support Case overview Click here An overview on how to get the right support Requires customization

Content overview - esp Content Link Description Ready to use Notes Folloze board Click here This is the master Folloze board for the EBA campaign and needs to be duplicated for each account Requires customization EBA trailer Wistia Link A short teaser that is integrated into the Folloze board yes Benefits PDF DAM Link Three PDF files explaining the benefits of an EBA targeting User, Manager, and IT Admins Requires customization and Folloze board to link back to Onboarding video Reference File DO NOT USE for your board EBA onboarding session recorded by the CSM that can be integrated into the Folloze board either via content card or banner CSM to record Log support Case overview Click here An overview on how to get the right support Requires customization

Content overview - fr Content Link Description Ready to use Notes Folloze board Click here This is the master Folloze board for the EBA campaign and needs to be duplicated for each account Requires customization EBA trailer Wistia Link A short teaser that is integrated into the Folloze board yes Benefits PDF DAM Link Three PDF files explaining the benefits of an EBA targeting User, Manager, and IT Admins Requires customization and Folloze board to link back to Onboarding video Reference File DO NOT USE for your board EBA onboarding session recorded by the CSM that can be integrated into the Folloze board either via content card or banner CSM to record Log support Case overview Click here An overview on how to get the right support Requires customization

Customize the PDF Add as content to Folloze and drag the content into the “Stakeholder PDF files” category Replace preview with provided images Sort the PDF User – Project leader - IT How to link the PDF files

PDF Name Description Autodesk users Uncover how the EBA will make you a more powerful Autodesk user. Project leaders and managers Learn how the EBA will help you become a more effective project manager. IT managers Improve operational efficiency and derive value from your technology investments.

Add customer logo Replace image if needed Add a quote from the account manager and picture Optional to replace the trailer with the EBA onboarding video

Update the stakeholder PDF category as described before Customize if needed

Customize software list in alignment with CSM

Customize support document Create a category and add the company board

Note: Activate open link in new tab

Add backlink to company resource hub or remove if not needed

Note: Activate open link in new tab Replace EBA onboarding video with account specific recording and remove placeholder

Customize per account

Create Possibilities. Erase Boundaries.

Did you know that [COMOPANY NAME] and Autodesk signed EBA (Enterprise Business Agreement) and are strategic partners? An EBA offers a vast range of benefits that you can use right now. It includes tools and services that enable you to assess your processes, access best-in-class subject-matter experts and create better projects and products faster. But that’s just the beginning. Follow the link below to learn more. Banner reference