NA ABM Q3 Plan

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Account Based Marketing in NA

Sep 2023

Caroline Potter, NA ABM EMEA

FY24 ABM Plan Q3

Agenda

1 Campaigns Q3 upcoming

3 1:1 Accounts

Key Events – AU, Rail Summit

1:1 ABM priorities FY24

1-1 Accounts (23 accounts in total across EMEA NA)

 1: 1 plans ongoing.

o Activities aligned with key objectives for the account

 KPIs and metrics established in line with Account objectives

100% Coverage across all NA Ensure coverage across the whole portfolio through:

• Incorporation of NA into relevant 1:Few and 1:Many campaigns

• Global and Local events –Rail Summit, AU etc (Work together to optimise our engagement during and post event to ensure we generate expansion actions/new opportunities)

FY 24 – Q3 Campaigns

Sustainability Continue the campaign that launched in Q2 (Impact Report)

CDE Continue to nurture leads generated in Q2

Fusion (NEW) Grow Fusion users from 1K to 3K users in EMEA

INFRA (NEW) Rail, Water Solutions and Roads & Highways

Participation in other relevant events/campaigns in collaboration with MME

Balfour Beatty – Eiffage - Unilever – VINCI - Hitachi Energy – ABB – Aru- Skanska - IKEA, Umdausch - Deutsche Bahn – Sweco – Geely – Bosch – IDOM – Bougyues – Stellantis – Ramboll – MEF- Volker Wessels – Volkswagon –AFRY – Strabag

CAMPAIGNS Continuing Q2 into Q3 – CDE, Fusion, Sustainability

NEW in Q3:

Infrastructure Rail, Water Solutions, Roads & Highways)

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/ABM/NBR/EXR:

 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.

 Sales Enablement where relevant organized by NBR/ABM leadership

ABM to handover leads to NBR* & sales dev lead to upload to salesforce

ABM/Inside Sales to review regularly that leads are qualified.

Number & quality of leads

 Campaign awareness results (KPI)

 Alignment on any adjustment needed based on the results

Sharing the results & learnings based on the KPIs aligned in step 1 between ABM Manager/NBR/EASE leadership

+ all sales teams + Senior leadership sales team (template/quarterly/ monthly)

Input into nexdt steps for leads/expansion actions generated.

NBR to qualify all leads:

 Within 2-5 working days (1st

push); 2nd & 3rd push (within 2 weeks)

 2 weeks deadline to “close” or handover leads

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

Note: Change from Q2 All inbound leads/opportunities to be qualified by NBR team.

CDE CAMPAIGN

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

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

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

Vision/Messaging

What does CDE bring to the customer? • 200+ leads received to date

• Social selling campaign

• Continuing LinkedIn advertising until mid June

• Top engaged titles (Sr Director, BIM Managers, Project Managers

• Top engaged Accounts (Strabag, Mott McDonald, Balfour Beatty, AFRY, BAE Systems)

Objectives:

• Increase awareness and understanding of the benefits of CDE among target accounts

• Focus on how it simplifies connection and functionality with multiple software vendors

: 2 whitepapers relaunch “Connected Data Environment for Digital Twin” and “Manage project information by Implementing ISO 19650”

Target: 70 accounts

ABM NA campaigns Q3

Sustainability FUSION INFRASTRUCTURE

Objective: • Continue to position

Autodesk as a key thought leader in this space

• Develop relationship/engagement with key senior leaders

How? Leverage the content that has been created (Impact Report FY 23 etc)

Channels: Paid social, linkedin and media partnerships Target: All relevant NA execs in Sustainability

Timing:Sep/Oct/Nov

EMEA initiative • Continue to position

Autodesk as key player in INFRASTRUCTURE

Focus • Rail • Water Solutions • Roads & Highways

Target: All relevant NA’s and select 1:1 accounts

Launch date: Mid Sep

Objective: Grow number of Fusion users from 1K -3K by end FY24. Optimise current users by promoting Fusion extensions

Channels: Paid social, linkedin and media partnerships

Target: All relevant NA

Timing Launch : Sep/Oct

NEW

+ Alignment/collaboration with ACS Marketing team

• Participation in 1:1 and other relevant 1:Few campaigns with MMA

• Collaboration with ACS Marketing team, Innovyze, Forma and Industry leads

• Ongoing

Why EBA awareness?

The EBA is an agreement 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?

Why Sustainability? Support customers’ sustainability initiatives, discuss Autodesk’s leadership in sustainability and expect to win....with sustainability

Leverage content that has been created or is due to be released in the year as well as key highlights (e.g. Project Rodin/Impact Report/AU/COP 28)

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

Why

How

Expected Outcomes

• Awareness of Autodesk and our capabilities in this area

• New contacts

• Executive engagement

• Increased token consumption and consulting requests linked to Sustainability opportunities

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

Who

Campaign since July

 Folloze boards (customer facing)  Corporate ESG  Business Lines

 Targeted email awareness send-out via database  Paid Social (Linkedin)  3rd party events  Media Partnerships, PR (October)  Sales Enablement training – Stage 1 completed  Call to Action – call with Leo Li

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

▪ EMEA

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.

Objective: Grow users from 1K users in EMEA to 3K users.

FUSION – Campaign Live since Sept

Target Audience: R& D Audience and “Shop Floor” audience in all NA Target Accounts: All NA (including existing customers) Assets: New landing page highlighting benefits of Fusion AND Fusion webinar series for existing uers Call to action: Sign up for webinar series OR download a trial if new user

Fusion 360 Extension Webinar Series (autodesk.com) – 11 webinars available

Fusion 360 (autodesk.com)

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

New 1:Few Campaigns –Q3

RAIL Water Solutions Roads & Highways

Autodesk named accounts “win in infra”

The purpose of the following ABM plan will focus on doubling the INFRA pipeline and will contribute to 3-year objective.

YEAR 1

YEAR 2

Objective

X2 expansion pipeline value

 FY24 short-term demand generation plan

 Increase infra expansion token pipeline

YEAR 3

Objective

+60% growth token consumption

 Define a multi-journey plan

 Long-term infra growth in NA EMEA

INFRASTRUCTURE

Objectives

Target Regions

▪ All EMEA

Target Audience Segments

▪ D&M and Auto ▪ R&D Audience ▪ Manufacturing equipment dept

▪ Increase Expansion Pipeline (double by end FY 24)

▪ Adoption of Civil 3D and IFC 4.3 ▪ Strengthen Position in Rail Sector

Focus Areas as agreed by core group:

RAIL: (Launch mid Sept) Water Solutions: (Launch mid Oct) Roads & Highways: (Launch end Oct)

Campaign Overview • Lead the rail industry with tailored solutions and

expertise. • Drive adoption of IFC 4.3 for enhanced collaboration

and industry standards. • Promote efficient infrastructure design with Civil 3D

and Country Kits. • Optimize water management practices with Autodesk

solutions. • Engage target audience through digital channels and

industry events for maximum impact.

• Timing (Mid September to end Nov 2023)

RAIL –Key Messaging

Value proposition

Enhanced collaboration & efficiency

Meet design standards confidently

Faster design, lower risk

Seamless data handover

Team coordination challenges: Difficulty aligning multi-disciplinary teams, leading

to project inefficiencies.

Design standard compliance: Struggling to meet evolving design standards while staying technologically advanced.

Slow design timelines: Lengthy design processes causing delays and potential rework.

Complex data handover: Difficulty in seamlessly sharing data among stakeholders, hampering project coordination.

Rail transformation challenges: Navigating the complexities of rail transformation, from sustainability to capacity increase.

Elevate rail design workflows with BIM & IFC 4.3 capabilities.

Seamlessly connect teams and data from planning to operations.

Drive sustainable growth by modernizing rail infrastructure.

Lead with innovation, efficiency, and safety in a transforming industry.

Embrace the rail sector's digital evolution with BIM, data management, and cloud collaboration.

Gain value through Autodesk rail solutions 2023:

Key pain points:

Rail

Campaign Timing: LIVE (Sep- end Oct) Key Messaging: • Sustainability • Enhanced collaboration and efficiency

Target Audience: All relevant NA (see appendix for list) Content: Leverage Rail summit content on dedicated hub

Channels • Paid media campaign on Linkedin • Social media – interviews with customers

New Customer facing assets

• VWO • Civil 3D country kits video (available end Sep)

New customer facing assets

To support conversations with customers:

• Brand New video (shorter time) • New customer facing folloze board New video in progress to

promote Civil 3D Country kits

Available end Sept

Events –Q3/Q4

Rail Summit – Sep 12/13 AU Converge Event (Nordics)

Autodesk Rail Summit 2023

Innovating Rail for a Greener Future

12 + 13 September 2023

▪ 162 customers attended

▪ 81 Autodesk

• Over 20 sessions presented that will be shared on a dedicated platform;

• Campaign plan to share this content through paid media campaign

• Interviews took place with key customers during the event which will also be shared widely on social media and other relevant channels

• Rail Community launched with over 200 scanning over the two days.

Rail Summit – top line debrief

For more details on Rail, please ask for Rail campaign deck

New Autodesk online Rail Community

Click to join…

• Launched at the Rail Summit

• Access to a community of rail experts & industry thought leaders

• Peer networking

• Hearing about upcoming rail events

https://bit.ly/railcommunity

Sunday, 12th November:

• AU Welcome Reception (General Attendance in Convention Centre)

Monday, 13th November

• Mid-morning: General Session 1 (no conflicting events)

• EMEA Named Account Welcome Reception & Dinner - Mott 32

Tuesday 14th November

o Mid-morning: General Session 2 (minimal conflicting events)

o Global Named Account Reception (Limited food) – Sponsored by Joerg (9 pm – 12 am)

• Tao Nightclub located within the Venetian

Wednesday, 15th November

• Exec Summit

• AU Party

Thursday, 16th November : Check out

• For further information on AU, please see separate slide deck update;

• Visit relevant dashboards • AU newsletters (From Tristan

Jones) • Visit the ABM Hub

ON Site Agenda

1:1 ABM Accounts

1:1 Account assignments

Caroline Jussa 1:1 ABM Languages: French, English

1:1 Accounts • Bouygues • VINCI • Eiffage • IDOM • +1 TBC Midmarket

Caroline Potter ABM EMEA Lead NA Languages: English

1:1 Accounts • Unilever

Tristan Jones 1:1 ABM Languages: English

1:1 Accounts • Ramboll • Hitachi Energy • IKEA • Arup • Skanska

Markus Khulo 1:1 ABM Languages: German, English

1:1 Accounts • Volkswagen • Umdasch • Strabag • Deutsche Bahn • Stellantis • Bosch

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

1:1 Accounts • MEF • Balfour Beatty • VolkerWessels

TO BE HIRED 1:1 Middle East & Turkey

Clare Thomas 1:1 ABM Manager Languages: English

Akhil Purohit 1: Few Programmes

CDE, INFRA, RAIL Summit, Folloze boards

1:1 Accounts • Sweco • Afry • ABB • Geely • +1 TBC MM

ON HOLD

Appendix

RAIL CAMPAIGN - Target accounts

Alstom

John Wood Group

OVE ARUP & Partners International Ltd

Arcadis NV

Systra

SNCF

MOTT Macdonald Group Ltd

Balfour Beatty PLC

Deutsche Bahn AG [GP]

Laing O'Rourke Corp.

SNCB NRC

Egis International

Multiconsult AS

Network Rail

Infrabel SA

Idom SA

Artelia Batiment & Industrie

Grupo Entrecanales (Acciona)

Bouygues Construction

Building Design Partnership

Cowi

Dura Vermeer

Enterprise Generale Leon Grosse

Equans

Multiconsult

OHL

Porr AG

Royal Haskoning DHV

RSK Group

Regie Autonome Des Transports Parisiens

Sacyr Vallehermoso

Saipem

Sener Ingenieria Y Sistemas

Setec Consultants

Stantec

Strabag

Sweco

Skanska

Vinci

Volkerwessels

FCC

Ferrovial

Ferservizi SpA

Galliford Try

Heijmans

Hochtief AG

Implenia AG

Ingerop

Koninklijke Bam Groep Nv

Max Bogl Bauservice

Guillaume

Expand in infrastructure team

Autodesk named accounts “win in infra”

Jaime Herrero NASE

James Austin SE

Daniel Gärtner NASE

Caroline Potter ABM

Jack Aurucci Inside Sales

Dean Franks EASE

Stephane Quinci Tech SE

Guillaume Joubert ISM

Chris Stedman Sales Dev.

Build a team that cares

20 account focus infra-accounts

FY24 demand gen w ABM, IS, EASE+

Increase expansion pipeline

2023 rail summit – 12-13 September, Amsterdam  Leverage Rail Summit event to drive engagement / pipeline

pre and post event.

Slide 1: FY24 ABM Plan Q3 Slide 2: Agenda Slide 3: 1:1 ABM priorities FY24 Slide 4: CAMPAIGNS Slide 5: Collaboration workflow Slide 6: CDE CAMPAIGN Slide 7: ABM NA campaigns Q3 Slide 8: Why EBA awareness? Slide 9: Why Sustainability? Slide 10: Campaign since July Slide 11: FUSION Campaign Slide 12: FUSION – Campaign Live since Sept Slide 13: New 1:Few Campaigns –Q3 Slide 14: Autodesk named accounts “win in infra” Slide 15: INFRASTRUCTURE Slide 16: RAIL –Key Messaging Slide 17: Rail Slide 18: New Customer facing assets Slide 19: New customer facing assets Slide 20: Events –Q3/Q4 Slide 21: Autodesk Rail Summit 2023 Slide 22 Slide 23: New Autodesk online Rail Community Slide 24: AU Slide 25: 1:1 ABM Accounts Slide 26: 1:1 Account assignments Slide 27: Appendix Slide 28: RAIL CAMPAIGN - Target accounts Slide 29: Autodesk named accounts “win in infra”

NA ABM Q3 Plan

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