© 2023 Autodesk. All rights reserved.

SUSTAINABILITY Campaign EMEA ABM Marketing Plan – Named Accounts

September 2023

Agenda

1 Why Sustainability?

2 ABM Marketing Plan and target Audience

3

4 Marketing Assets

5 Success Metrics and performance

6 Core Team

Steps, timeline and campaign ecosystem

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 SLF/COP 28)

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

Why

How

Expected Outcomes

• Increase awareness

• Create executive engagement

• Generate new contacts

• Drive 1:1 conversations

• Contribute to increased token consumption and consulting requests linked to Sustainability opportunities

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

Who

Sustainability ABM Marketing Plan • Continue to position Autodesk as a key partner to help customers achieve their

sustainability goals

• Develop and leverage the sustainability angle to open new doors to C Suites and senior leadership to create new executive relationship

 Design a sustainable future. Discover how Autodesk’s Sustainability Knowledge Hub is empowering innovators worldwide with insights and best-practices to create a better world for all.

 Corporate ESG: ESG, Philanthropy, DBI, Partnerships

 Business Lines: AEC and D&M sustainability trends and solutions

Key messages:

 FY23 Impact Report social campaign targeting all EMEA Named Accounts

 Value proposition for online always-on campaign targeting Corporate ESG and Business lines audiences for AEC firms and D&M firms

 Customization for 1:1 approach

 Include offline components and other activities to the orchestration plan such as media partnership, 3rd party events, roundtables, webinars, etc. (TBC)

Campaign plan:

 Folloze boards (customer facing)

 Corportae ESG

 Business Lines for AEC firms

 Business Lines for D&M firms

 Newsletter send-out via opt-in database

 Paid Social (Linkedin)

 3rd party events

 Media Partnerships, PR

 Customer specifics

Channels:

Objective

 Audience: Executives and Senior Decision Makers accountable for company level sustainability commitments, initiatives, innovations, and investments

 Goal: Strengthen Autodesk’s reputation and credibility as a leader in the ESG space

 Outcomes:

 Open doors for conversations and even partnerships outside of traditional Sales – BIM Manager

 Equip leaders with enough knowledge to ask informed questions related to sustainability – applying top-down pressure for technology solutions to solve sustainability challenges

 Content Focus: ESG, Philanthropy, DBI, Partnerships

Target Audience

CORPORATE ESG BUSINESS LINES

• Audience: Executives and Senior Decision Makers accountable for driving business successes at a business vertical, initiative, or projects level. Sustainability is an important component of what they do but not a primary business driver. They are often wrestling with how and where sustainability fits in their priority list and how to quantify success & value

• Goal: Raise awareness of the ways in which sustainability aligns with and drives business growth across the AEC and D&M industry

• Outcome: Well informed about industry challenges and technology solutions that address them

• Content Focus: AEC and D&M sustainability trends and solutions

Phasing approach

STAGE 01 STAGE 02 STAGE 03 STAGE 04

Starting plan Value proposition for ESG, AEC and

D&M

Extension and customization

Amplification and High Touch

Launch FY23 Impact Report social campaign targeting EMEA Named Accounts and start building the sustainability audience

Develop value proposition for ESG audience, AEC and D&M Firms based on existing assets (creation of 3 Folloze boards) and implement always-on online campaign on a yearly basis to continuously push content and engage with audiences

Customize for 1:1 approach

Increase reach and demand through newsletters, social paid and content syndication

Run webinar series

Set up media partnership

Participate to local roundtables, 3rd party events in collaboration with IMPACT and EE teams

Ensure sales enablement with IMPACT teams

Timeline

Q1 Q2 Q3 Q4

Compelling events

ABM specifics

Feb Mar Apr May Jun Jul Aug Sept Oct Nov Jan

May 9 FY23 Impact Report

FY23 D&B Report Foundation Report

Oct 12 Nordic Sustainabity

Event: Driving Digital Transformation

Sept Rodin Sub-report

Sutainability

Nov 13-15 Autodesk University

Exec summit

Sustainability Leadership Summit

Dec

Nov 30- Dec 12 COP 28

June 26 London Climate Week

Autodesk Summit London Office

Newsletter #1 (September)

Newsletter #2 (November)

Always-on Sustainability online campaign

(Q2-Q3-Q4) Webinar #1 (November)

Webinar #2 (January)

FY23 Impact Report online campaign

(Q2)

Sustainability Assessment online campaign

(Q3)

Content syndication (Q3)Folloze Boards Go Live

(July)

Campaign Ecosystem

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Folloze boards Subscribe to Newsletter

ABM-driven webinar series

Retarget into CampaignNon gated content

Gated content

Drive traffic via paid media

Drive traffic via customer facing emails/newsletters

CTA: Read/ Watch

CTA: Download/ Fill a form

CTA #1: Discover

CTA #2: Contact me

Account Teams delivered coms for executives, key contacts, etc.

Inside Sales with Impact team support follow up

ABM-driven 1:1 activities

Folloze boards Retarget into

Campaign

Account Teams with Impact team support follow up

Marketing Assets/Content

Drive target audience to:

 Folloze boards

 Autodesk.com pages, Redshift

 Webinar series/relevant events

Content

Existing assets including Impact Report FY23, sustainability assessment, Project Rodin sustainability sub-report along with articles, case studies, eBooks, videos, etc.

Lifecycle phase:

 Discover

 Consider

 Extend

English will be the primary language but in the mid-term we’ll have a look at promoting local languages as well (German, French, etc.)

Sustainability Knowledge Hubs

CORPORATE ESG AEC FIRMS

https://boards.autodesk.com/corporate- sustainability

https://boards.autodesk.com/project- sustainability-aec

D&M FIRMS

https://boards.autodesk.com/project- sustainability-dm

https://boards.autodesk.com/corporate-sustainability https://boards.autodesk.com/corporate-sustainability

Sustainability Contact me form

https://www.autodesk.com/campaigns/sustainabilityform

Contact submit the form ↓

NBR qualifies the lead thanks to outreach sequence ↓

If project requires further expertise, then NBR will pass on the lead to account team and Leo (or other SME)

Sustainability Newsletter form

https://www.autodesk.com/campaigns/sustainability-newsletter

Success metrics

Awareness: Reach, clicks, visits

# of briefings/meetings

New contacts within Account

Conversion: MQL, MGL, Opps

Engagement

Reputation, Relationships, Revenue

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© 2023 Autodesk. All rights reserved.

Slide 1: SUSTAINABILITY Campaign Slide 2: Agenda Slide 3: Why Sustainability? Slide 4: Sustainability ABM Marketing Plan Slide 5: Target Audience Slide 6: Phasing approach Slide 7: Timeline Slide 8: Campaign Ecosystem Slide 9: Marketing Assets/Content Slide 10: Sustainability Knowledge Hubs Slide 11: Sustainability Contact me form Slide 12: Sustainability Newsletter form Slide 13: Success metrics Slide 14