Industry Associations Playbook V1

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 2

TABLE OF CONTENTS

Introduction .................................................................................................3

What is an industry association .........................................................3

Benefits and challenges of industry associations .....................4

Autodesk’s marketing strategy with industry associations .................................................................5

Reasons to engage with industry associations ...........................5

Customer sentiment ................................................................................5

Marketing considerations .....................................................................6

Why Autodesk connects with industry associations .................6

Engagement tiers ..................................................................................... 7

Meeting and exceeding industry association business goals .......................................................................................... 7

Industry association KPIs ...............................................................8

Activities we are focused on with industry associations ..............................................................8

Drive brand trust in partnership with associations...............8

Industry associations onboarding process .............................9

Roles and responsibilities .....................................................................9

Step-by-step workflow ......................................................................... 11

Step 1: Benchmark ............................................................................ 11

Step 2: Understanding the opportunity ................................... 11

Step 3: Stakeholder alignment ..................................................... 12

Step 4: Scope of engagement ........................................................ 12

Step 4.1: Discovery meeting .......................................................... 12

Step 5: Legal ........................................................................................ 12

Step 6: Project kickoff .....................................................................13

Step 7: Regular meetings ...............................................................13

Step 8: Reporting .............................................................................. 14

Step 9: Submit the purchase order ............................................. 14

How Growth Marketing will be working with industry associations ...........................................15

Country planning toolkit for industry associations .................15

Best practices .......................................................................................... 16

AMER initiatives ...................................................................................... 16

APAC initiatives .......................................................................................18

EMEA initiatives ......................................................................................19

Sourced by marketers for marketers .......................................... 21

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 3

Harald Oettl Vice President,

Autodesk Growth Marketing

Welcome to the Industry Associations Playbook, which is designed to equip Growth Marketers with knowledge and insights to develop impactful strategies and valuable long-term relationships with industry associations.

This playbook compiles the global experience of teams across WWM and COO and in Government Affairs & Public Policy who have been adopting best practices for growing our industry association engagement. It applies a Growth Marketing lens to that experience to ensure that the industry association

strategies, plans and execution support Autodesk’s growth goals.

Thank you to all who contributed to this project, and who are working to build strong partnerships with key industry associations.

Regards,

Introduction

An industry association is an organization founded and funded by a group of companies or professionals to solve common problems, certify professionals, meet common needs, and accomplish common goals for the industry. An association is typically responsible for collectively representing the interests of its members be they individuals or companies within the organization. Typically, Autodesk engages with trade associations that focus on a specific industry, policy, topic, or sector.

Each industry association has its own mission, ranging from lobbying, professional development, building relationships among industry professionals, developing new standards, and influencing the economy. That is why it is relevant to analyze the diverse types of objectives per association.

Industry associations have different levels of influence and reach:

» Government: working with government organizations and unions to advocate for and represent the common needs of the industry. NOTE: Some of the industry associations in this category are engaged by the GAPP team. Activities include:

↳Drive joint mid/long term digital agenda (cloud, platform). ↳Contribute to industry policy position.

↳Collaborate with industry strategy on key opportunities. ↳Insert additional GAPP R&Rs on IAs.

» Standardization: working with standardization institutions to establish common standards and a common language for the industry. NOTE: Typically, industry strategy and Global Business Development should be involved in engagements with these industry associations. Activities include:

↳Drive joint mid/long term digital agenda (cloud, platform). ↳Collaborate with Autodesk’s Government Affairs & Public Policy team on shared policy priorities. ↳Participation in technical committees driving industry change and developing new standards or guides. ↳Collaboration with Global Business Development in offering thought leadership and best practice advice to committees. ↳Working to ensure standards reflect reasonable practice and technical implementation to avoid risk of over or undersell of potential. This is critical where standards are implemented in contracts, e.g. by public sector clients.

What is an industry association?

INTRODUCTION

Benefits and challenges of industry associations

PROS CONSIDERATIONS

Reach out to new contacts

Networking and prospecting

Engaging with new executives

Participation in the industry association

activities and services

Identify subindustry segments

Opportunity to generate new business

Costs depend on the engagement level

Execution workload

Misaligned goals

Restricted membership

Lack of local resource capacity

Difficulty getting an accurate role

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 4

» Professional associations: Participation of such professional associations is typically restricted to suitably qualified professionals, with grades of membership being determined by experience, proven competence and completion of requirements or examination. In many cases ability to deliver services is also limited to members of such organizations to ensure contractual obligations are delivered by appropriately qualified professionals. NOTE: Typically, Growth Marketing will engage with this type of industry association. Activities include:

↳Develop a bespoke engagement plan, including sponsorship, paid media, joint webinars, conferences and events. ↳Explore opportunities such as market research or joint thought leadership. ↳Listen to the voice of customers and understand industry trends/demands. ↳Leverage and enable WWFO and local WWM groups to engage opportunistically (sponsorships, events, webinars). ↳Educate on industry trends, standards and promote new solutions. ↳Activity to drive joint mid/long term digital agenda (cloud, platform). ↳Participate in working groups developing new guidance or advice to association members, industry or government

Industry associations allow us to connect with people and companies that have similar interests, objectives, challenges, and needs. Engaging with an industry association means being part of the same ecosystem. Additionally, they are known as a trusted source of information.

Industry associations are typically made up of individual members and companies, which can be considered members with influence and voting rights or as partners through sponsorships, etc. Each member pays a fee to join the association, enabling them to benefit from exclusive advantages, such as:

» Communities: opportunities for members to network, interact and share ideas, such as at conferences and cluster events.

» Knowledge: having access to useful resources such as publications, research, emerging trends, or training materials.

» Learning: the opportunity to take training courses or professional development activities.

» Advocacy: the opportunity to come together as a collective voice to serve the common needs of the membership on a local, regional, or international level. Advocacy may take several forms, including meetings with policymakers, creating policy documents, or providing specialized or technical information to governments, industry, and the public.

Industry associations are most likely to be non-profit, directed by member-officers who are governed via country laws.

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 5

REASONS TO ENGAGE WITH INDUSTRY ASSOCIATIONS

» Industry associations cultivate meaningful relationships with our key customer personas (Executive, Solution buyer, End-user, Account administrator and very small business) and may have a reputable brand.

» Industry associations are influencers and close to our customers, communicating and educating them at various stages which overlap with our customers during the buying journey.

» Establish executive engagement relationships with Industry associations.

» Positioning Autodesk as a thought leader in digital transformation and platform vision for the design and make category leader.

Strategy

What indicates positive, neutral, negative sentiment toward Autodesk

SENTIMENT RATINGREFLECTS GOOD RAPPORT NEEDS ATTENTION

POSITIVE NEUTRAL NEGATIVE

Strong relationship with Autodesk:

» Regular membership » Autodesk relationship owner

assigned » Monthly and quarterly engagement:

sponsorhips, events, keynote, roundtables and interviews

Threat or opportunity:

» Low/ad hoc or no engagement

Low/limited relationship with Autodesk:

» “Unhappy” associations » Leading to open letter » Associations have

high industry reach » Our competitors have strong

influence on two associations

? !

CUSTOMER SENTIMENT If there are any complaints or concerns expressed by customers through an industry association, we want these escalated and distributed to the necessary stakeholders. Please contact Marek Suchocki, Industry Engagement Strategy Senior Manager who can evaluate, engage where appropriate, and escalate to senior stakeholders if necessary.

Autodesk’s marketing strategy with industry associations

Why Autodesk connects with industry associations

Engage with executive, buying

committee

Learn from peers in the industry

Influence market

Expand net new contacts

New forums to address customers’ needs

Local innovation dialogue

D is co ve r

Extend

Use

On bo ar d

Buy

Consider RIGHT

PERSON

RIG HT

M ES

SA G

E R

IG H

T TIM

E

CUS TOMER OUTCOMES PRE-P

URCHASE

POST-PURCHAS E

Executive

Solution buyer

Tech admin

Small business

End user

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 6

AUTODESK’S MARKETING STRATEGY WITH INDUSTRY ASSOCIATIONS

Industry associations have different engagement strategies to be considered:

» There are several teams dedicated to performing business development with standardization associations historically, such as buildingSMART.

» In some countries, there have also been long-term relationships maintained with associations.

» In other countries, Growth Marketing has opportunistically sponsored associations activities but with a lack of long-term strategy.

» Cultural diversity within our geos (EMEA/APAC) should be considered a part of prioritizing industry association engagements.

» Many trade associations engage with government officials. It’s important to understand how the industry association’s priorities and values are aligned with Autodesk’s.

Including industry associations to your strategy opens the relationship with Autodesk, sharing the benefits of the products and services we offer to tens of millions of professionals around the globe.

MARKETING CONSIDERATIONS

TIP: Open letters If you are aware of any upcoming open letters from an industry association you are working with, please contact Marek Suchocki, Industry Engagement Strategy Senior Manager, who will seek to take appropriate action and engage other stakeholders where necessary.

Engagement tiers

Tier 1 - Strategic » Promote and drive business innovation » High touch engagement (executive/board level)

Tier 3 - Relevant » Leverage industry message to broad base » Low touch engagement (digital awareness)

Tier 2 - Important » Increase Adsk perception as business partner » Medium touch engagement (working group level)

EN G

A G

EM EN

T LE

VE L

High touch (more strategy engagement)

Low touch (more mktg. support)

AUTODESK VALUE

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 7

AUTODESK’S MARKETING STRATEGY WITH INDUSTRY ASSOCIATIONS

ENGAGEMENT TIERS Depending on the industry association’s reach, willingness to engage, as well as membership size, an indicative guide is to adopt the following tiering philosophy for engagement:

Working with industry associations and establishing these relationships enables Autodesk to meet and exceed its business goals in the following ways:

» Scale:

↳Listen and understand the unified voice of entire industry segments. ↳Meet directly with a segment of customers through networking events. ↳Publish thought leadership and educate industry professionals. ↳Reach a global audience or primary/secondary markets. ↳Increase brand credibility by aligning Autodesk with credible groups.

↳Aligns with current marketing strategy and ABM clusters to offer activation and commissions opportunities. ↳Supports our distribution-first strategy for content.

» Shape:

↳Influence the discussion topics and address issues early. ↳Build opinion and shape point of view. ↳Address the source of negative sentiment and risk to Autodesk. ↳Amplify our sustainability, platform, and digital transformation messages. ↳Align our technology with industry standards and public policy positions.

MEETING AND EXCEEDING INDUSTRY ASSOCIATION BUSINESS GOALS

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 8

AUTODESK’S MARKETING STRATEGY WITH INDUSTRY ASSOCIATIONS

» Spark: ↳Engage in public policy discussions with Government officials in coordination with Autodesk’s Government Affairs & Public Policy team.

↳Collaborate with standardization institutions to enhance and develop standards.

↳Expose brand to senior decision makers and industry influencers.

↳Establish industry rules and best practices.

↳Reinforce the 3 Rs (Reputation, Relationships and Revenue).

INDUSTRY ASSOCIATIONS KPIs These KPIs must ladder up to WWM goals – see FY24 transformational goals and key results

Short term KPIs » Increase in marketable executive contacts.

» Engagement: ↳Increase traffic to Autodesk website. ↳With content: views, shares, CTR, ATOP. ↳At events: attendee numbers, CSAT score. ↳Online via social media, newsletters, email marketing, and community. ↳Indirect increase trial activations.

Long term KPIs » New pipeline and revenue through generating demand via associations.

» Contribute to increase in customer renewal rate.

» Raise awareness of new ‘Design & Make’ category among key audiences:

↳Contribute towards 50% Share of Voice (SOV) for ‘Design & Make’ (measured in earned PR and social media).

» Increase positive sentiment towards Autodesk through partnership with trusted association.

ACTIVITIES WE ARE FOCUSED ON WITH INDUSTRY ASSOCIATIONS Raise brand awareness and reputation in partnership with associations.

Establish human connections » Sponsor events/conferences, hosted by associations.

» Inspirational keynotes (Autodesk leaders) to drive thought leadership.

» Physical presence/booth at events.

» Collaborate with influencers to drive advocacy and gain credibility and trust.

» Customer advocacy: invite customers to share their success story on stage, in their own words.

Expand digitally » Recurring sponsored/branded content on Associations’ sites/publications.

» Influencer-generated content: work with influencers to expand reach and capture sentiment through their own channels.

» Leverage Digital Associations Hub (to be launched).

» Showcase customer success stories (videos, quotes).

» Participate in associations webinars.

Based on human connections » Active participation in roundtable discussions to drive perception of transparency.

» Participate/ lead workshops that align to audience’s and Autodesk business goals.

» Collaborate with inspirational speakers from other industries that create connections to AEC world.

» Leverage executive council members as spokespeople to build trust.

Expand digitally » Establish a Digital Associations Content Hub to provide an always-on digital connection for associations’ members.

» Create and distribute co-created content/ whitepapers/ videos.

» Produce customer success stories in video format that help other customers solve their problems.

DRIVE BRAND TRUST IN PARTNERSHIP WITH ASSOCIATIONS

STRATEGY & PLANNING

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 9

Onboarding Whenever you start to work with or join an industry association it is important to follow Autodesk’s policies regarding these types of engagements and understand the onboarding steps. Following these steps will ensure a valued relationship for both Autodesk and the industry association.

This section details these policies, processes, roles and responsibilities, recommendations, and best practices that will serve as a reference.

Before you start working with a new industry association, it is vital to check if the association is already on our master list, which can be found at https://share.autodesk.com/ sites/IndustryAssociationsGovernance/. If the association is not listed it can be added, completing as many of the known data fields as possible. If there are any questions please contact Marek Suchocki, Industry Engagement Strategy Senior Manager.

In some instances an association may provide a contract for a membership or engagement, in such instances please submit the contract agreement to your legal business partner who will check compliance with our Code of Business Conduct and Affairs Policy, and any other conflicts.

In addition, industry associations that conduct lobbying activities on their members’ behalf (covering all activities linked to public decision-making and regulation, including the organization of events where politicians might be invited to speak) should also be reported to the Government Affairs and Public Policy (GAPP) team (gapp@ autodesk.com) prior to starting the membership. To ensure both policy alignment and compliance, Autodesk employees must not participate in engaging with governments public policy or lobbying conducted by such organizations unless approved in advance by a member of the Government Affairs & Public Policy Team.

ROLE RESPONSIBLE FOR EMPOWERED T0

Local Growth Marketing teams OR Industry Strategy / IPM

» Build an association’s overview – Audit.

» Identify Industry Players matrix under AEC and D&M.

» Choose associations from different industries.

» Define the annual action plan as well as starting new partnership activities in collaboration with Tech Sales and the ambassador.

» Manage/negotiate the budget (joining fee if applicable and additional activities fees).

» Create relevant content for specific clusters.

» Align the association with Autodesk branding.

» Liaise with Legal to review the contract and get approval.

» Performance measurement and reporting.

» Lead the initiative in each country (ensure local marketers, if present, are informed about the activity in their respective country).

» Create the ABM account and audience clusters around common themes of topics identified.

» Own the marketing plan with the association.

» Make decisions about budget and activities.

» Execute the defined activities in collaboration with the ambassador.

» Involve associations in Autodesk activities.

» Help build the relationship with the industry associations marketing team.

» Lead or support local activation, marketing activity and content development.

Industry association onboarding process

ROLES AND RESPONSIBILITIES For the onboarding workflow to work, it is important that the people involved in the process of working with the associations have clear roles and responsibilities. In this case, there are several important roles which we discuss in this table:

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 10

INDUSTRY ASSOCIATION ONBOARDING PROCESS

ROLE RESPONSIBLE FOR EMPOWERED T0

Brand & Comms » Providing brand messaging, positioning, and creative guidance.

» Offering brand counsel for opportunities (e.g. how the industry association might influence brand affinity, credibility and/or preference).

» Providing Autodesk messaging for media spokespeople on specific topics related to our key thought leadership pillars and hosted media interviews (resources permitting). Note, spokespeople should not engage with media/press without comms present.

» Support with local activation (PR, brand social, content development), only if resourcing permits. If no local brand contact is present or resourced to support, attending the Brand office hours are recommended (fill out the form for requested help at the above link).

Ambassador (sales, tech, director, industry strategy lead, or marketing)

» Represent Autodesk.

» Work on business opportunities.

» Business development.

» Networking.

» Share engagement plan with association.

» Communicate results quarterly/ newsletter.

» Lead the dedicated team for each association.

» Ensure the correct development of activities.

» Organize regular meetings with an extended team and the association.

» Search for new initiatives and business opportunities.

Tech Sales » Technical consultancy.

» Participate in technical innovation streams.

» Present specific features of Autodesk solutions for each cluster.

Autodesk thought leaders (incl strategy, business dev, Autodesk research, industry marketing, consulting, technical sales, customer success and product marketing)

» Industry Strategy maintains our Associations Master List, tracking activities and determining the prioritization strategy.

» Representing Autodesk as a thought leader in the joint activities.

» Become speaker in the joint external activities.

» Share, speak, blog, i.e. provide insights for marketing to create content on thought leadership for digital transformation.

Government Affairs and Public Policy (GAPP)

» Keep an updated list of the industry associations where Autodesk is a member, when these associations engage in Public Policy and Regulations.

» Define and communicate Autodesk’s position on Public Policies and Regulation, including engaging with the policy staff at the trade association.

» Own Autodesk’s engagement with Governments and Public Agencies; no contact can be made with government entities without prior and close coordination with GAPP.

» Assess whether joining an industry association is aligned with our public policy positions and corporate values.

» Support the contribution of Autodesk to the Association’s activities when they involve engaging with Government (e.g., events with a government official speaking, meeting with Governments, or signing an industry letter regarding a policy or regulation).

» Support thought leadership efforts, including speaking opportunities that address policy topics.

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 11

Step-by-step onboarding process

7 Regular meetings with

the industry association

4 Scope of

engagement

4.1 Discovery meeting with the industry

association

1

Benchmark

2 Understanding the opportunity

3 Stakeholders

alignment and ambassador nomination

8

Reporting

5

Legal

6 Project kick off with the

industry association

9 Purchase order process for one time suppliers

INDUSTRY ASSOCIATION ONBOARDING PROCESS

Step 1: Benchmark The first step involves reviewing the internal audit to identify the right industry association to engage with. The audit spreadsheet can be accessed here. If you have been approached by an industry association not included in our current plan, please reach out to local ABM Growth Marketing and Industry Marketing to review the opportunity. Additionally, please also contact the GAPP team to identify which associations are in scope for GAPP regarding government policy angle and which are not.

Step 2: Understanding the opportunity The second step is to go deeper into the conditions and opportunities that an association offers us. Among these points are:

» First identify if the association is on our Master List in the Governance Portal.

» Review the reach, persona type, and quality of the associations’ audience.

» Know what your membership fee is, if applicable (some

associations will invite you to be a member, others will not allow you to be a member).

» Explore the possibility of accessing your leads.

» Analyze the time and resources to invest in this association, and to activate your partnership effectively. Take into account the type of support Autodesk will provide, e.g., financial, consulting or expertise, speakers/workshops, presentations, marketing, software, physical experience (booth experiences, tours, event space, exhibits, etc.).

» Know if the association is also in scope for the GAPP team engagement regarding a government policy angle.

» Consider what value a partnership would bring in the following areas (access checklist here):

↳Brand affinity (alignment with a reputable brand, storytelling, campaign and PR opportunities).

↳Reach (international exposure, audience size/ fit, expose audience to something valuable, spans multiple industries or focused on a priority industry).

↳Value beyond logo placement.

STEP-BY-STEP WORKFLOW This section details the step-by-step onboarding process, from market research to invoicing.

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 12

INDUSTRY ASSOCIATION ONBOARDING PROCESS

Step 3: Stakeholders alignment The third step is to meet with all Autodesk stakeholders involved in working with this association (Ambassadors, Growth Marketing, Industry Marketing, Brand, Thought Leadership, Industry Strategy, Business Development, Sales, Technical Sales and Customer Success, Government Affairs and Public Policy). It is time to establish a work strategy and an agreement on the new association. It will also be the moment to clarify questions, doubts, and expectations. At this stage, the decision should be made about working with the association and at what engagement level.

Ambassador focus The figure of the ambassador is one of the most important since they are the visible face and interlocutor that works the relationship between the industry association and Autodesk.

A lot of the relationship building is with the association’s marketing team and in this respect a marketing person should help build the relationship with the industry association’s marketing team.

Ambassador assignment The choice of an ambassador will be made depending on the type of association to which we are addressing, the type of interlocutor that is needed, and the classification of significance of the association.

Once we know the association and its interlocutor, it will need to be approved by a manager ambassador. The ambassador role should be part of the IDP of the engaging person.

There always must be an ambassador for every industry association, except for the Tier 1, which, being such large and often global associations, can share the responsibility between 2 co-ambassadors.

Finally, it is recommended to maintain a list of assigned and approved by manager ambassadors per association.

Step 4: Scope of engagement The fourth step involves an internal discussion about the goals of engaging with this industry association and what success looks like. This will determine the type and level of engagement. For example, joining as a “member” instead of as a sponsor of an event carries a different expectation within many associations and necessitates a higher level of coordination across Autodesk with a

“One Autodesk” perspective to ensure the company is getting the most value from the relationship and we are considered a respected member of the association. For any engagement it is important to create an Activity record in the Governance Portal, which uses a very simple form to identify the type of activity that is being planned or undertaken.

Discovery meeting with the industry association

Aim of the meeting: understand the association goals and engagement opportunities for Autodesk.

Clarifying questions for the meeting:

» What are their key goals and success metrics?

» Which topics are their members most interested in?

Step 5: Legal Once we have made the decision to become a corporate member of an association or to sponsor an industry association’s marketing activity, it’s time to contact legal:

1. First, clarify the type of contract to be signed with the industry association. This might be a sponsorship template, a membership agreement (allowing Autodesk or employees to be registered as a member), or another type of contract agreement. Please check that no terms and conditions are included that can be implicitly accepted without legal review.

2. Contact legal to review the association’s contract. If any modification is needed, legal will provide you with the comments to discuss with the association. Legal will not directly contact the association unless they consider it necessary to deblock any negotiation.

Step 4.1:

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 13

INDUSTRY ASSOCIATION ONBOARDING PROCESS

3. Once the agreement is validated by both parties, marketing will manage the signature of the document with the authorized signatories. Please refer to the following link: Who Can Sign List - Smartsheet.com.

4. After the document is fully signed, place it into the signed contracts repository so that signed agreement can be reviewed if needed. (Repository).

5. Other aspects to be taken into consideration:

→If the collaboration with the association involves the delivery of gifts, prizes, or awards, you must follow the instructions provided in the following link: Offering Gifts/Rewards/Prizes - LEGAL-MARKETING- TOOLKIT - Employee Hub (autodesk.com).

If the collaboration with the association involves sponsoring an event, you can find all the necessary information and documentation at the following link: Sponsorships - LEGAL-MARKETING-TOOLKIT - Employee Hub (autodesk.com). →If the collaboration with the association involves the donation of software or money, you can find all the steps to follow and information about the necessary authorizations at the following link: Making corporate donations - LEGAL-MARKETING- TOOLKIT - Employee Hub (autodesk.com).

→Please contact your Legal Business Partner (LBP) when the collaboration involves the use of personal data or sharing databases. GDPR and other data protection rules need to be observed.

DO DON’T discuss, recommend, or agree on the following with other member companies: Obtain an agenda before attending an industry association meeting and review it in advance to make sure all agenda topics are appropriate for discussion.

» Prices, discounts, rebates, margins or other terms of purchase or sale.

» Costs, including input costs, staff costs, or trend data.

Leave any conversation or meeting if competitively sensitive information is discussed–and ask for your departure to be recorded in the minutes or make a “noisy exit”–and report those discussions to our Legal department.

» Strategic plans, technology roadmaps, R&D investments, or any other competitively sensitive planning material.

» Restrictions on output or capacity.

Discuss common problems and challenges of a general nature, like macroeconomic issues, as long as the purpose of the discussion is not to encourage the elimination or restriction of competition.

» Division or allocation of sales according to geographies, customers, or products, or coordination of bidding activity.

Seek advice from Legal if you are at any time unsure of how to apply these rules.

» Refusing to deal with customers or suppliers or agreeing to deal on specified terms or condition.

» Poaching, recruiting, or hiring the employees of another company.

Step 7: Regular meetings with the industry association It is important to establish regular meetings to maintain an active relationship with the association. In this way, we will be able to see how the business development is going, work on new opportunities, and review the results obtained from the collaboration.

Please be advised that while industry associations perform many procompetitive, necessary, and lawful functions, they must not be used to communicate with competitors in a manner that violates antitrust or competition laws. Remember the important points at right about industry association meetings.

For more information, see our Guide to Fair Competition.

Step 6: Project kick off with the industry association Once you have signed off on the agreement, it is time to establish collaboration objectives with the industry association and approve an action plan and the required resources. In this step, joint activities that may be interesting for both parties can be proposed. This is also a time to set clear expectations about what success looks like, KPIs, and how we’ll measure success. Remember to update the Activity record in the Governance Portal where necessary!

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 14

INDUSTRY ASSOCIATION ONBOARDING PROCESS

ASSOCIATIONS RESULTS TRACKING

Activities Record

In the Governance Portal all activities with associations should be recorded so we will be able to track back all marketing generated through associations; including content publication, 3rd party content distribution with affiliate links, webinar registrations to global campaigns, etc. All activities can and should be trackable.

Results The results expected may vary from activity to activity, that is why in the tab Results Tracking we suggested a series of values that you might want to keep on your radar to measure association impact. The list is not extensive or representative to all the different values that are available to track marketing activities.

In this last step, you will submit a one-time supplier invoice:

First, click here to find Ariba access information and one time supplier order information.

Category item: Non-catalog software/IT Consulting/ Sponsorships / Other services

Membership Dues – Professional Organization – GL690220

Next, submit a one-time supplier invoice. Go to the supplier central site for further instructions.

Step 8: Reporting The next step is to highlight the value of all the work we have done previously through a consistent reporting framework. This should reiterate the goals/success metrics set out for the partnership here. Possible KPIs can include: relationships and revenue, speaking opportunities, event attendees (if relevant), audience reach with content marketing, digital marketing campaign

results (engagement/CTR/ATOP), trials downloaded, workshops hosted, exposure to key personas, key messages delivered on digital transformation/ sustainability, PR coverage, social media mentions, and share of voice. Annually at the start of each fiscal year, all trade associations must be reported to the Government Affairs & Public Policy team as part of their annual trade association audit.

Step 9: Submit the purchase order

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 15

Content Planning Tip Quick tip to share Autodesk Thought leadership content from Autodesk with Associations:

To strengthen the relationship between Autodesk and associations, you can place existing thought leadership content from Autodesk as links (just header image, title, small intro and link, not the whole article!) on the properties of the associations (like on blogs, newsletters, etc.). You will find the content on Redshift (exists in 10 different languages: English, German, Japanese, French, Spanish, etc.) or on .com on Autodesk Insights.

Any digital content placement needs to be agreed in alignment with the association and the respective audience marketing managers. Channel, format, number of url’s and type of content. Before paying for branded content placement, find out the association’s channels and if they are open or gated.

Please be sure to use the following UTM to provide the URL to the association:

?utm_campaign=association

Example:

Original Link: https://redshift.autodesk.com/ articles/what-is-esg

UTM tracking link: https://redshift.autodesk. com/articles/what-is-esg ?utm_source=collaboration+&utm_ medium=republish&utm_campaign=association

Just exchange the highlighted part according to the article you chose.

How Growth Marketing will be working with industry associations COUNTRY PLANNING TOOLKIT FOR INDUSTRY ASSOCIATIONS The purpose of the Country planning toolkit for Associations is to provide marketeers with a working tool to align during the Country planning meeting on what associations each country/industry is going to focus on per fiscal year. The scope of this document is to provide standardization for the high-level plan with associations. The intention is that each country can maintain an updated file with the summary of the activities done with associations each year.

You will find the necessary basic information to kick- off the relationship with the association based on the main contacts at the association, who is assigned the ambassador or technical ambassador role, who in Growth Marketing owns the relationship with the association, the budget overview, and the associations fees to be covered in FY24.

In this Toolkit you will find a way to detail the engagement opportunities with associations, meaning all the Marketing tactics and activities that can be planned to support industry association goals. From content development, activation, and distribution to events sponsorship and co-organization, etc. Below you will see more details of how to activate the content, communication activities flightpath, and the event plan.

In this link, you will find the Country planning Toolkit for Associations so you can start planning for your next FY associations strategy, and activate the plan: FY24 Country planning Toolkit Associations COUNTRY.xlsx.

AASHTO - AMERICAN ASSOCIATION OF STATE HIGHWAY AND TRANSPORTATION OFFICIALS

Our ambassador with AASHTO is Jason Barber from the AEC Industry Strategy team. Jason partners and orchestrates key internal teams that engage with the association, including product, named, midmarket sales, and technical teams in WWFO and ACS, government relations, and 1:1 and 1:Few ABM marketing teams.

Key facts » According to the AASHTO website, AASHTO is a “nonprofit, nonpartisan United States association representing highway and transportation owners in the 50 states, the District of Columbia, and Puerto Rico. It represents all transportation owners including: air, highways, public transportation, active transportation, rail, and water. Its primary goal is to foster the development, operation, and maintenance of an integrated national transportation system.”

» AASHTO members include executive leadership and decision-makers at DoTs(Department of Transportation agencies in the United States).

» “AASHTO works to educate the public and key decision-makers about the critical role that transportation plays in securing a good quality of life and sound economy for the United States. AASHTO serves as a liaison between state departments of transportation and the Federal government.”

» “AASHTO is an international leader in setting technical standards for all phases of highway system development. Standards are issued for design, construction of highways and bridges, materials, and many other technical areas.”

Autodesk activities with AASHTO

» Capital sponsorship – three main events per year.

» Participates in four committees to influence the documentation of technology standards.

→Design →Construction →Bridges and structures →Data Management and Analytics

» Presents at regional events and facilitates workshops and webinars.

» Executive engagement, i.e. participating in high level events with US Government Secretaries.

» Drives Leadership Forum Workshops.

Results » Relationship with AASHTO drives strategic influence on revenue by establishing thought leadership and best practices with transportation owners.

» Wins at DoT agencies and the ecosystem

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 16

HOW GROWTH MARKETING WILL BE WORKING WITH INDUSTRY ASSOCIATIONS

Best practices Since Autodesk began working with industry associations, collaborative initiatives have been successful and have contributed to a closer relationship between the brand and associations.

In this section, you will see some examples that may be inspiring to create new synergies.

AMER INITIATIVES

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 17

HOW GROWTH MARKETING WILL BE WORKING WITH INDUSTRY ASSOCIATIONS

LATAM – INTERNATIONAL TRADE ADMINISTRATION – U.S. DEPARTMENT OF COMMERCE

This local initiative is currently live in Brazil, Mexico, and other select countries in the region. Executed by AMER GDG 1:Few team: Larissa Araujo, Mariel Salinas and Paula Gomez.

For the purposes of this playbook, we are documenting the Brazilian example, and the model can be expanded to other countries from a 1:few perspective.

Key facts » The International Trade Administration is an office of the United States Department of Commerce that operates in US Embassies and Consulates across the world.

» They provide a US firm or locality with a promotional event (such as a technical seminar, webinar, or reception) to help increase awareness of their locality or existing/new products/services in a specific market

Autodesk activities with the International Trade Administration and the US Embassy in Brazil

» The Embassy uses its name and network to invite prospects and public sector customers to learn more about Autodesk.

» They have access to the high executive level, being governors, mayors, deputies, secretaries, and ministers.

» The embassy is responsible for logistics and RSVP. To remain compliant, we do not transfer executive data. The embassy, after confirming participation, asks the guest to fill in the form on our LP created on Cvent so that we can have the opt-in.

Results » All the in-person events held in Brazil (six to date) had a 100% attendance rate, with around 30 to 50 attendees for each in-person event.

» Cooperation agreement signed with a public sector owner.

» Won opportunities with two accounts: the City/Mayor of Sao Paulo, DER-MG.

» Opened opportunities with seven public sector owners, scheduled meetings with eight additional public sector owners.

GCR – CHINA CONSTRUCTION BIM AWARDS AND CACEM CHINA ASSOCIATION OF CONSTRUCTION ENTERPRISE MANAGEMENT

Key facts

Autodesk activities

Annual membership - As the trusted advisor, Autodesk is leading the China Construction BIM Awards planning and implementation on behalf of CACEM.

» Phase I: Call for submission ended with 3512 registrations from 1194 unique accounts: MMA 74%, STA 4%, territory 22%.

» Phase II: Three rounds of Judge Panel review: Preliminary screening for all the projects, Online Judge Review, Final Judge panel review. Preliminary review panel selection in progress with1041 nominations submitted from MMA726/70%, STA 29/3% and territory others 289/28%.

» Phase III: Winning projects awarding ceremony held on nation-wide yearly industry influential event: AEC Internet Conference & Exhibitions in August, where 3500+ industry professionals are expected to attend in person.

» Plays the role of Industry Associations in China AEC.

» Acts as the government think-tank for developing industry strategy and policy.

» Committee members are executives of top member companies (KOL).

» Positions Autodesk as more of an industry leader to drive alignment.

» Links Autodesk with government departments and key customers’ executives.

» Leverages BIM Awards to drive business through combining LC efforts.

» Neutralizes US-China tension impact on customers w/ “Buy US” concerns.

» US government enforces hi-tech decoupling vs. CHN government; seeks solution to Neck- Stuck problem.

» Increasing entity lists, delisting of Chinese stocks.

» Enables us to hold our ground to win tense competition.

» Mislead government and customers by confusing facts to destabilize Autodesk, advocate “Buy Local”.

» Obtain industry association resources.

CACEM was established in 1984 by the National Development and Reform Commission. As a nation wide industry association for construction companies, It is a platform for promoting new technology adoption and innovation of construction enterprises, a booster for improving the safety and quality of engineering construction. CACEM also assists the government in formulating development plans, policies, and regulations for the engineering construction industry, and acts as a think tank for planning the development strategy of the engineering construction industry.

As one of the most influential industry associations to general contractors in China, it has been rated as a 5A association by the Ministry of Civil Affairs. Partnering with the CIOB enables us to reach 3,900 member enterprises, whose total output value accounts for 60% of China’s

construction industry total output value. Members are located across 33 provinces, autonomous regions, municipalities under the central government, and special administrative regions. Together, they cover more than 30 disciplines in 12 industry segments including housing construction, municipal works, highway, railway, water conservancy, electric power, petroleum, chemical, coal, metallurgy and nonferrous metal.

Autodesk has been the exclusive sponsor to its national wide BIM Awards for four years, strengthening industry impact and account deep engagement to identify new opportunities and accelerate deal closure.

Collaborated with VAD, this initiative was led by Bing Shen and Lori Yang, and carried out together with the AEC TS team formed by Kou Qing, Wang Shen, Songshan, Jiaxi, Deqiao.

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 18

HOW GROWTH MARKETING WILL BE WORKING WITH INDUSTRY ASSOCIATIONS

APAC INITIATIVES

GCR AND CACEM - cont. Results

Business impact

» Differentiate Autodesk from local competitors. » Engage key customer executives and industry opinion leaders. » Enlarge territory coverage and drive leads generation for industry collections. » Highlight Autodesk as a thought leader through sponsorship of the exhibition.

» Build trust in Autodesk as a partner for sustainability. » Create diverse local content for sales to bridge the talk to target accounts and drive engagement effectiveness.

» All BIM Awards participants are recorded and tracked in SFDC. » Realize Billing Impact (Billing Impact is ~30% of MC MMA AEC TTL Billing in FY23)–led by Sales. » Improve Conversion Rate from Leads (MGL, MQL, SGL) to SFDC Opportunities–led by BDR / ABM. » “Winning BIM Awards” as key CBI to drive Executive/Buying Committee engagement by 1:1 and 1:few campaigns–led by ABM.

» Optimize process and operation of BIM Awards. » Adjust Categories/Criteria to 1) align with AEC SI/SR and expand to D&M, 2) nurture BIM- based Developer Ecosystem–led by TS / CDE. » Bring more VARs and Subordinate associations to reduce cost, amplify impact– Led by TS / CDE / Partner Marketing

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 19

HOW GROWTH MARKETING WILL BE WORKING WITH INDUSTRY ASSOCIATIONS

CHARTERED INSTITUTE OF BUILDING (CIOB)

This is a UK initiative, led from Marketing by Linda Morrison. The types of marketing activities with the CIOB have included creating and executing joint campaigns and providing thought leadership in joint webinar series’, blogs, tier 1 publication articles, video series, whitepapers, speaking at CIOB events, and hosting Autodesk thought leadership content on the CIOB Academy Zone (website for members CPD). In addition, promotion takes place on social media, the CIOB website, newsletters, the CIOBs magazine, and via multiple other channels of communication. Over the years several Autodesk thought leaders have formed part of the extended team.

Key facts » The CIOB has 45,000 members from across the built environment. It is the largest and most influential professional body for construction management and leadership in the UK.

» Partnering with the CIOB enables us to reach those 45,000 members, many of whom are managers and leaders, helping us to engage with that more senior audience.

» Aligning with the CIOB brand also helps us develop Autodesk as a leading brand in digital construction and aligns us better with our target customers.

Main KPIs » Among the KPIs are: Reputation–develop the awareness of Autodesk as a thought leader for digital transformation. Relationships-new contacts and engagements. Articles and coverage in the CIOB tier 1 publications Construction Manager and BIMPLUS. Revenue-new leads, opportunities, pipeline created, and ACV generated of over $2.98m

Best practice tips

» The relationship was developed locally over 3+ years. This type of relationship we have with the CIOB takes investment over a long period of time. It is not a quick win, but the results are worth it. » In other words, it is important to work on the relationship with an association to ensure that it is maintained over time.

» Discuss and understand the association’s annual goals, priorities, and initiatives. Meet regularly. » Focus on opportunities for Autodesk to contribute as a thought leader for digital transformation through marketing activity (as opposed to being transactional) and plan the activities together with the association.

EMEA INITIATIVES

INTERNAL USE ONLYINDUSTRY ASSOCIATIONS PLAYBOOK V1 P. 20

HOW GROWTH MARKETING WILL BE WORKING WITH INDUSTRY ASSOCIATIONS

ROYAL INSTITUTE OF BRITISH ARCHITECTS (RIBA) – RETROFITTING AND CIRCULARITY EXHIBITION

The Royal Institute of British Architects (RIBA) is a key UK-based industry association. Autodesk’s sponsorship of RIBA’s Long Life, Low Energy: Designing for a Circular Economy exhibition aimed to build trust and affiliation with Autodesk on the topic of circularity and demonstrate our commitment to partner with the industry to provide solutions for sustainable innovation.

The sponsorship is led by AEC Industry Engagement Marketing (IPM) in support of the global campaign on renovation and retrofitting. Local sponsorship activation was executed by brand marketing, through creative asset and content development, a paid social media campaign and PR engagements. This content will support the global campaign on renovation and retrofitting, demonstrating a brand-to-demand process approach.

Main KPIs

Results (to date) – campaign runs until April 30

Best practice tips

» Ensure IPM, local marketers and Sales are involved from the beginning to maximize the engagement opportunities.

» Turn a one-off sponsorship into an ongoing partnership by positioning Autodesk as the associations trusted technology ally and partner to positively influence the industry sentiment.

» Highlight Autodesk as a thought leader through sponsorship of the exhibition. » Increase awareness of Autodesk and association with the topic of sustainability. » Build trust in Autodesk as a partner for sustainability. » Align Autodesk with a reputable, institutional association like RIBA.

» Align with global campaign about retrofitting and circularity, providing diverse content options to drive engagement. » Provide valuable content for sales to engage customers on the topic of retrofitting and circularity in AEC.

» Private view and launch event, attended by almost 200 people, including key press, and Autodesk sales and customers. Key Autodesk messaging on circular economy featured an Amy Bunszel quote in a press release about the exhibition launch on architecture.com. » In person 8500 visitors to date » Video creatives produced: Hero video on YouTube and social media trailers – 40 seconds and 15 seconds. » Redshift article: A UK Exhibition Showcases Net-Zero Architecture—and the Industry’s Way Forward. » Almost 250,000 video views on paid social campaign.

» PR coverage about the exhibition –providing a combined global audience reach of approx. 26 million. Includes:

↳Financial Times: How to restore a house to imperfection ↳Fast Company: Humans have passports – buildings should, too ↳Wallpaper: London architecture exhibitions 2023: a guide to the best shows this month ↳Wallpaper: ‘Long Life, Low Energy’ at RIBA celebrates sustainable architecture strategies ↳Architect: Exhibition - Long Life, Low Energy: Designing for a Circular Economy ↳Architecture Today: RIBA dedicates exhibition to circular economy ↳Arch Daily: Long Life, Low Energy: Designing for a Circular Economy

Sourced by marketers for marketers! Thank you to all our collaborators and contributors:

Growth Marketing

» David Waterhouse (Sponsor)

» Alba Ventosa (Lead)

» Juan Martinez

» Alyssa Wong

Industry Enagement Mkg

» Christiane Greilach

» Lynn Wuthnow

EMEA GM

» Alba Ventosa

» Clare Thomas

» Linda Morrison

» Mar Juvinya

» Katrin Hahn

Industry Strategy

» Asif Moghal

» Marek Suchocki

» Krisztian Hegedus

Legal and GAAP

» Luisa Casbas

» Clemente Arto

» Diana Maltzer

» Allison Rose

» Lyndsey Conrad

» Craig Huckelbridge

Global Business Development

» Chris Stedman

» Emmanuel Di Giacomo

Brand

» Deborah Reid