Rail | Campaign overview

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Akhil Purohit Enterprise ABM Manager, 1: Few Programme

Infra: Rail campaign

In this document

Objectives

Rail campaign overview

Collaboration workflow

Campaign resources

Campaign objectives

Strategic growthMarket leadership Revenue growth

Establish Autodesk as the premier provider of

rail-focused BIM solutions, driving recognition

and preference.

Achieve pipeline growth (by xx) in the transportation sector.

Expand market presence and revenue through BIM

solutions, boosting customer engagement and share.

Campaign overview

Drive awareness, adoption, and innovation in rail infrastructure: position Autodesk as the preferred solution for streamlined BIM, data management, and cloud collaboration across the rail project lifecycle.

Goal  Connected rail excellence: Autodesk supports rail with BIM solutions across the asset lifecycle. Our BIM-

powered workflows enhance collaboration and efficiency, ensuring seamless integration.

 Digital transformation for rail: Autodesk equips rail owners with tools, driven by the power of IFC 4.3, to boost resilience, cut costs, and streamline maintenance. Our solutions spearhead the railway sector's digital evolution, fostering growth through the transition from 2D to BIM.

 Driving railway sustainability for a greener future: from 3d modeling to data insights, Autodesk empowers the railway industry for an ecologically balanced future. (Less prio)

Product interest: Civil 3D, ACC, AutoCAD, InfraWorks, Navisworks, Revit, AEC Collection

Core messaging

Key pain points

 Team coordination challenges

 Design standard compliance

 Slow design timelines

 Complex data handover

 Rail transformation challenges

Outcomes

 Enhanced collaboration & efficiency

 Meet design standards confidently

 Faster design, lower risk

 Seamless data handover

Transportation and land opportunity

OPPORTUNITY

 COVID 19 has accelerated digital transformation and created a move towards work from home

 ISO 19650 is becoming the information management standard, IFC the model deliverable for AEC projects.

 Governments are looking to further decarbonize the transportation industry pushing net-zero emissions plans

 $3.2USD trillion in infrastructure as a stimulus, which is equivalent to 3.2% of GDP across G20 member and guest economies. Major investments planned in transportation.

 Transportation is the #1 revenue sources for both TOP international Design and Construction firms

 Population growth and continued urbanization calls for integrated land development and building design solutions.

TRENDS

 BIM policies growing in Transportation

 Increasing project size, complexity and duration

 Material shortage, supply chain disruption, and labor challenges

 Emerging technology disruptions – reality capture, AI, ML

COMPETITION

 Leading with digital project delivery and Digital Twin messaging

 Trimble is emerging as a civil design competitor

 All plan bridge design solution in EMEA and APAC

 Disruptors to AutoCAD are gaining traction $2.6B

World-wide opportunity

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

Campaign KPIs

What we measure Traffic driver

Leads generated: Social media & momentum data

Folloze traffic

Accounts engaged

Email’s open rate & CTOR

Displays & social ads

Social media & emails

6sense, LinkedIn ads, & content syndication

Email marketing (emails)

Leads/opportunities created

Rail community & sales enablement

Content syndication with Madison logic to track conversions

Rail community & sales enablement

P r im

a r y

S e

c o

n d

a r y

Specific focus domain campaigns

Collaboration workflow

Right after start 20 days after start 2 weeks after end10 days before start6 weeks before start

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:

 Proposal for campaign

 Messaging / content for the campaign

EASE/ABM/NBR:

 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 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

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)

Autodesk and the Autodesk logo are registered trademarks or trademarks of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.

Appendix

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:

Customer facing content resources

Asset Description Language available

Where to find

White Paper & eBook

 Deliver best in class rail infrastructure

 Achieve Better Outcomes for Rail En

 https://dam.autodesk.com/dam/assetdetails/asset%3A66886f89-17b8-4c6b-a4dc- 314beba30a75/false?inav=false&inav=true https://autodesk.widen.net/s/7mb2vcbjzd

Folloze Board

 Rail Summit Customer-facing board

 Industry Marketing – Rail board

En  https://boards.autodesk.com/rail-summit-on-demand  https://boards.autodesk.com/8ba6ed?token=e6edaeaa3c

Redshift Article

 The road to digital transformation begins with BIM

En  https://redshift.autodesk.com/infographics/bim-is-accelerating-digital-transformation

Customer stories

 Arcadis, VolkerWessels En  https://www.autodesk.com/customer-stories/arcadis-rail-design-automation

https://www.autodesk.com/customer-stories/volkerwessels-zwolle-herfte-railway

Sales enablement tools

 Resources for sales En

 Rail Design Conversation Guide / call script  AEC Rail Solutions Brochure  AEC Collection Connection training for Rail  OTS rail industry page  Bentley competitive positioning for rail

https://dam.autodesk.com/dam/assetdetails/asset%3A66886f89-17b8-4c6b-a4dc-314beba30a75/false?inav=false&inav=true https://dam.autodesk.com/dam/assetdetails/asset%3A66886f89-17b8-4c6b-a4dc-314beba30a75/false?inav=false&inav=true https://autodesk.widen.net/s/7mb2vcbjzd https://boards.autodesk.com/rail-summit-on-demand https://boards.autodesk.com/8ba6ed?token=e6edaeaa3c https://redshift.autodesk.com/infographics/bim-is-accelerating-digital-transformation https://www.autodesk.com/customer-stories/arcadis-rail-design-automation https://www.autodesk.com/customer-stories/volkerwessels-zwolle-herfte-railway https://oneteamsource.seismic.com/app?ContentId=76c26e02-da61-437f-b5b2-2a5119adbff5#/doccenter/1caec9fd-a0ad-4572-b413-635a8ab3c7a4/doc/%252Fdd25603dcb-9d5d-72dc-8016-66a1a4cd3be4%252Fdd4ad9ac01-e876-4c4e-7ba7-a100f3c34124%252Fdda8c87852-7e71-25f1-93ad-c3229e4ce49f%252FdfZTZmZjcyNmEtNTFjZC00ZDA5LThmMWEtYzljODlkYzU1ZTZh%252CPT0%253D%252CQ2hlYXQgU2hlZXRz%252Flf88e5a7a1-e872-4e46-b2f6-40d03abc64b0/grid/ https://dam.autodesk.com/dam/assetdetails/asset:a97785ee-d8d3-4913-8e6e-52f8b3a85326/false?inav=false https://autodesk.sabacloud.com/Saba/Web_spf/SPCTNT281Site/common/ledetail/CRS-22-18011/latestversion https://oneteamsource.seismic.com/app#/doccenter/1caec9fd-a0ad-4572-b413-635a8ab3c7a4/doc/%252Fddc0b8b4a1-6a59-5ba7-802d-8d44f9121b66%252FdfZTZmZjcyNmEtNTFjZC00ZDA5LThmMWEtYzljODlkYzU1ZTZh%252CPT0%253D%252CUGFnZQ%253D%253D%252Flffc44ec92-ad8a-4aac-9172-a0f946197538//?mode=view&parentPath=sessionStorage&anchorId=c33823c5-08e7-4382-a7f1-5f76c9e5ea10 https://oneteamsource.seismic.com/app?ContentId=badee38d-2d4b-409b-a4c5-6a0bed63c8aa#/doccenter/1caec9fd-a0ad-4572-b413-635a8ab3c7a4/doc/%252Fddc0b8b4a1-6a59-5ba7-802d-8d44f9121b66%252FdfZTZmZjcyNmEtNTFjZC00ZDA5LThmMWEtYzljODlkYzU1ZTZh%252CPT0%253D%252CQ29tcGV0aXRpdmUgSW50ZWxsaWdlbmNl%252Flf4f98e11b-7ea6-4910-a2ba-b015bf909e59//?mode=view&parentPath=sessionStorage

Key campaign message

We want customers to think:

Consider the possibilities of revolutionizing their rail projects using Autodesk solutions. Envision smoother

workflows, sustainable infrastructure, and staying at the forefront of technological advancements. Ponder the impact this could have on their reputation and the

future of rail.

We want customers to feel:

Feel the urgency of embracing this transformative moment in the rail industry. Recognize the responsibility

to ensure safety, efficiency, and innovation in every aspect of their projects. Experience the desire to

overcome challenges, control costs, and create a lasting impact.

We want customers to act:

Take action now. Embrace the digital journey with Autodesk, leveraging our

design and collaboration solutions & our interoperability capabilities. Adopt BIM, data management, digital delivery, and

cloud collaboration. Lead the way in reshaping rail infrastructure. Reduce

errors, meet evolving standards, expedite design, and enhance project coordination.

THINK FEEL DO

Deliverables

Campaign deliverables (TBD)

Social:

LinkedIn sponsored content: image & document ads

Content syndication:

LinkedIn sponsored content: image & document ads

6Sense:

Static & animated/HTML5

Social selling (TBD/Discuss with Jack):

LinkedIn with momentum data

ACC third parties:

Third party associations (Marek sent a link)

Emails

Bonfire post

Sales enablement

Customer stories at Rail summit

Webinars

Events

 Rail summit

 Building smart in oslo (in oct)

Paid Organic

Timeline

Sep 12-13th

Rail Summit 2023

Sep 18th

Launch first phase of Rail Summit with DMC

Sep

INFRA – objectives 01

Key focus areas

 Rail

 Civil 3D Country kits

 IFM4.3Water solutions

Marketing plan04

Target audience profiles and accounts 03

Agenda

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

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.

Default Section Slide 1: Infra: Rail campaign Slide 2: In this document Slide 3: Campaign objectives Slide 4: Campaign objectives Slide 5: Campaign overview Slide 6: Campaign overview Slide 7: Transportation and land opportunity Slide 8: Target accounts Slide 9: Advertisement Slide 10: Campaign KPIs Slide 11: Collaboration workflow Slide 12 Slide 13: Appendix Slide 14: Key messaging Slide 15: Customer facing content resources Slide 16: Key campaign message Slide 17: Deliverables Slide 18: Campaign deliverables (TBD) Slide 19: Timeline

Infra-ABM-Q3 Slide 20: Agenda Slide 21: Autodesk named accounts “win in infra” Slide 22: Autodesk named accounts “win in infra”

Rail | Campaign overview

Item Type: pdf