Fusion ABM Marketing Plan – Named Accounts Carlo Osti, Markus Kuhlo, Akhil Purohit June 2023

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Agenda

1 What is the current status of Fusion in NA in EMEA 2 Target for FY24 3 Target Audience Profiles and Accounts 4 Marketing Plan 5 Marketing Assets 6 Success Metrics

. FUSION Campaign Objectives

Fusion 360 is a cloud-based 3D modeling, CAD, CAM, CAE, and PCB software platform for professional product design and manufacturing 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) Target Regions UK,Nordics and Germany

Target Audience Segments D&M and Auto R&D Audience Manufacturing equipment dept

Easy to use and implement Future of manufacturing Attracts new talent (also used by University students) For customers using multiple tools, Fusion can help to access the information from one platform – runs the design process from one platform from beginning to the end. Quality – prototype and fabricate quickly without sacrificing quality Generative design can reduce costs (reduce amount of materials used Why Fusion for R&D audience Why Fusion for Manufacturing equipment dept? Increase productivity and efficiency Reduce costs and lead time for fixtures, spare parts and tools (not the moulds) Collaboration Integrate Sustainability messaging into both audiences.

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Why Fusion for R&D audience? Why Fusion Manufacturing equipment dept

Easy to use and implement Future of manufacturing Attracts new talent (also used by University students) R&D- Position ourselves to this audience as leaders in the field of design Consolidation of suppliers (Cloud) = customers using multiple tools, Fusion can help to access the information from one platform Runs the design process from one platform from beginning to end. Helps with product design, packaging design. Quality – prototype and fabricate quickly without sacrificing quality Generative design can reduce costs (reduce amount of materials used) (reduce costs of goods sold)

Easy to use and to implement Increase productivity and efficiency Reduce costs and lead time for fixtures, spare parts and tools (not the moulds) Collaboration

Integrate Sustainability messaging into both audiences.

Key message

Fusion ABM marketing plan Key messages:  Targeted messaging to the two audiences and target accounts leveraging digital channels Include successful case study/ success story (industry-specific) Heinken and BASF Non-digital channels such as events, direct marketing, etc. to be considered EMO (Hannover) = what potential do we have for visibility Sep 18-23. Look for similar in UK/Nordics Industry Associations (ref Christiane)

Campaign plan: Linkedin  (target list of accounts and persona titles)   Third party websites (paid media programme for 1-3 months) Display (6Sense) Folloze board (customer facing) on Fusion that is specific for NA. 2 boards – one for R&D and one for “Shop Floor” Social Selling? Assign someone from EASE

Channels:

Objective Grow the Fusion pipeline to achieve 3K Fusion users by end of FY24. Easy to use and implement  can help to access the information from one platform Runs the design process from one platform from beginning to the end.  Quality – prototype and fabricate quickly without sacrificing quality Generative design can reduce costs Decrease time from design to final to product

The Makersite add-on enables designers to make high conviction decisions on CO2 and cost in real-time by leveraging sustainability insights within Autodesk Fusion 360’s product design environment. With this tool, designers can: Calculate the environmental and cost impact of the design Seek material replacement recommendations  Obtain heatmap visualization / hotspot analysis Pull reports and get history view  5

Head of Innovation Product Designers Head of Product Development Director of R&D Director of Digital Transformation

Target audience and accounts Source: Audience profile research carried out Linda Morrison & Barbara Massolin  Research and Innovation “shop floor” (Manufacturing equipment Dept)

Audience profile work carried out by marketing team Sample titles Production Managers Production Engineers Project Manager #

(who typically are our contacts in existing customer base)

Marketing assets/content for R&D Option 1 What existing content can we use?

Landing page for D&M Case studies – review and choose 3 State of D&M report Fusion extension Webinar Series (Fusion extensions)

What do we need to create?

Folloze board to host content Case study –Heineken (TBC) Banner ads for LinkedIn, 6Sense Promotional Video for Youtube Combine Fusion 360 CAM Landing page content and general Fusion 360 Landing page and change CTA

Marketing assets/content for Shop Floor Option 1 What existing content can we use?

Landing page for D&M and Fusion for Auto Case studies – review and chose 1- 3 (mostly MM but can they still work?)

What do we need to create?

Folloze board to host content Case study – what do we have? If not, Heineken or BASF Banner ads for LinkedIn, 6Sense Promotional Video for Youtube? Combine Fusion 360 CAM Landing page content and general Fusion 360 Landing page, change CTA

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

Domain Team Ambassadors Your key contacts for queries/clarifications CDE: EASE: Jay NBR: Freddy Infra: EASE: Valentin, Andy NBR: Manan D&M EASE: Michael NBR: Magda ABM – all initiatives: Akhil Fusion: Gav McDermott (Is there an EASE and/or NBR Assigned?)

APPENDIX

Volume/Value Campaigns Summary Core Capabilities Manufacturing Consumer Products Shop Floor Management

Themes Unified/Connected Ecosystem Prototyping & Fabrication Design for Manufacturing (DFM) New Product Introduction (NPI)

Objective Increase market share by promoting the benefits and capabilities of Fusion 360 as a comprehensive, professional-grade solution connecting design and manufacturing. Value Proposition Connected design & manufacturing Seamless cloud data management Integrated CAD/CAM/CAE/PCB Instant on, easy to use, & agile Large network of partnerships Flexible, ability to extend capabilities

Audience Generalist Channel Mix eStore, HUB, Channel Localization US, UK, DE, JP, IT, FR Themes CNC Machining Unification & Consolidation Fabrication Data & Connected CAD

Objective Increase market share in machine shops and manufacturing departments by promoting Fusion 360 as a comprehensive, professional-grade manufacturing solution connecting design and manufacturing. ​ Value Proposition Professional-grade capabilities Connected design & manufacturing Modernized manufacturing processes Automated workflows Data at the center Audience Manufacturing Engineer Channel Mix eStore, HUB, Channel Localization US, UK, DE, JP, IT, FR Themes End-to-End consumer product design & manufacturing (level-1)

Objective Win new accounts in the consumer products industry by targeting companies with lower mechanical and electrical complexity requirements (level-1). Value Proposition Convergence of ECAD, MCAD, MFG Disruptive cost of ownership Easy to use, rapid adoption Automated workflows to increase productivity and innovation

Audience Generalist Channel Mix eStore, HUB, Channel Localization US, UK, CA, DE Themes Production Planning Tracking & Traceability Quality Assurance

Objective Gain market share in manufacturing companies by promoting Prodsmart as a flexible MES that digitalizes manufacturing processes and unlocks key insights to increase throughput. Value Proposition Flexible MES, real-time data Streamline manufacturing business to Increase throughput Easy implementation Makes business audit ready Audience Manufacturing Engineer Channel Mix HUB, Channel Localization US, DE, (IT, FR)

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Manufacturing Campaign - Machining assets Landing pages: Manufacturing umberella page- https://www.autodesk.com/campaigns/fusion-360/manufacturing CNC Machining conversion page - https://www.autodesk.com/campaigns/fusion-360-cnc-machining-get-started Fusion for Auto: https://www.autodesk.com/campaigns/fusion-automotive

Webinar recording: Wistia link - https://autodesk.wistia.com/medias/f69p9p0djn Gated on demand page - https://www.autodesk.com/webinars/automated-cam-programming )

Social assets: https://myshare.autodesk.com/:u:/g/personal/hannah_harlock_autodesk_com/EYVJmTWv8ZVHqT2uUE8F1wcBLavlt-aZU8RUI5os-tYFEw?email=markus.kuhlo%40autodesk.com&e=QDMSX6

Blog posts: https://www.autodesk.com/products/fusion-360/blog#machining

Customer stories: Nerc Engineering - https://www.autodesk.com/products/fusion-360/blog/nerc-precision-engineering/ Pembree - https://www.autodesk.com/products/fusion-360/blog/pembree-fusion-360-machining-extension/ Conturo - https://www.autodesk.com/products/fusion-360/blog/conturo-prototyping-fusion-360-machining-extension/ Brown & Holmes - https://www.autodesk.com/products/fusion-360/blog/brown-holmes-fusion-360-machining-extension/

Core capabilities Campaign – Unified connected eco-system assets Landing page: https://www.autodesk.com/campaigns/fusion-360/dream-to-done

Webinar – 18th May: https://www.autodesk.com/webinars/empower-global-teams

Social assets: https://myshare.autodesk.com/:u:/g/personal/hannah_harlock_autodesk_com/EcJY-SkSwXNNifviXwNhDBIBmflGbalLKrAVAAnclVxW6Q?email=markus.kuhlo%40autodesk.com&e=ez1Ieg

Blog posts: https://www.autodesk.com/products/fusion-360/blog/moose-toys-magic-mixies/

Customer stories: Moose Toys - https://www.autodesk.com/products/fusion-360/blog/moose-toys-magic-mixies/

Success stories

Challenge Solution Success Decrease the molding time per part Reduce material consumption throughout process Reduce overall costs associated with injection molding process Standardize & implement new design processes for designing & manufacturing new conformal cooling molds Fusion/Moldflow – Conformal cooling for injection molding Global Consulting Delivery works with manufacturers looking to improve their plastic molding process. With the growing need to drive sustainability, customers are looking to make major improvements to their plastic injection molding process by reducing the time, materials and energy spent during the injection molding process. GCD quoted through 2 CTOs, followed by 30 days of IS. Work delivered remotely through 2019-2021 Autodesk Research tools used to test concept & deliver against manufacturer’s initial requirements. Delivered under CTOs Having proved processes above, IS days used to scale within manufacturer Moldflow workflows established to understand which parts will benefit from conformal cooling Fusion workflows established to prepare designs for creating conformal channels + validating with Moldflow The overall cycle time was reduced by 35% over baseline Process energy consumption reduced by 30% The new equipment + process cost goes down by 35% which would save €10million per year Increase in consumption as more users onboarded & using Moldlfow Insight + Fusion Increase in user base as standardized processed across manufacturer & its suppliers

Public success story

Challenge Solution Success Customer needs to: Improve product development process though automation and digital twin concept Connect Design & Manufacturing Improve time to market Reduce development costs Create high marketing impact Fusion 360/Netfabb – Computational design The EDAG Engineering Group AG is one of the world's largest independent development partners to the automotive industry and aviation industry. They want to optimize and automate a continuous product development process by combining required information with a digital twin concept. “We can use Fusion today for a faster concept phase and moreover it has potential for the future. We would like to continue working with you to shape the future development of the tool.” (Sebastian Flügel, Project Manager, EDAG)

GCD delivered the project under an IS contract A Workflow for the product development process from design to manufacturing through a digital twin concept was defined and tested (at first manually) Parts of the workflow have been already automated (Build preparation and simulation in Netfabb) Used as less different software tools as possible Present concept at multiple internal and external events The project was delivered mainly remotely with one on-site visit for the Alignment Workshops Only Fusion 360 and Netfabb Ultimate were used Sections of the workflow can already be applied for daily business tasks to improve customer product development process Fewer manual steps and no data conversion required Public presentation were done at EDAG Summit 2020 and Automotive Innovation Forum 2021

Published blog

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