Traditional vs. ABM – Not an Either/Or! Traditional demand generation is fishing with a net. Account Based Marketing is fishing with a spear. You put your content out there and start catching fish. You don’t care what fish you catch, as long as you pull in enough of them every month. You them nature and score them until opportunities come out the other end. You don’t wait for a target account buyer to wander into your net. You reach out to target accounts directly - going after the big fish only. You don’t get wasteful ‘by-catch’ focusing all your efforts on the prospects you need to reach.

This raises the bar on the quality of your data and the relevance of your marketing. ABM is laser-focused.

Partner ABM Campaign Overview

Reach high-value prospects with a unified joint value prop and consistent marketing/sales methodology to accelerate partner ACV GOAL WHY ABM? ABM surrounds target prospects with a personalized co-branded experience, resulting in dramatically higher engagement and conversion rates HOW Accelerate and augment partner ABM efforts with Campaign Stars’ turnkey offering for your Partners

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It’s All About Growth Metrics Tracked from 1,000+ ABM Campaigns 20 to 45 % of targeted accounts engaged 22X ROI (Return based upon opportunity creation for annual campaigns) 15 to 25% of targeted accounts Convert to a Seller conversation Campaign Stars Clients at a Glance:

5 of the 10 Largest Software Companies in the US

Select Clients

Deliver an End-to-End Personalized Experience

Account and Contact Data / Predictive Sales Intelligence

Content and Creative

Emails Sent on Behalf of Sellers Campaign Management & Reporting Digital Ads Chatbots Survey-based Lead Generation Direct Mail / Gifting Orchestrated Sales Campaigns Email Campaigns

Account Selection Personalized Messaging Personalized Microsite Relevant Content

Digital

Partner’s Sales Team Direct Mail

Insights

An Orchestrated Campaign in Action

#B2BMX

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We drive partner co-sell revenues

Call Scripts and LinkedIn Outreach Scripts Provided to Partner Sales Team Paid Ad Copy/Creative Included [LinkedIn + Digital Ad Platform if Available]

We drive partner co-sell revenues

Partner Sales Rep. Featured

Partner provides content assets

Benefits of ABM for Partners/Alliances Efficiency ABM focuses time and resources on accounts most likely to drive revenue Big wins ABM deal sizes are bigger Close rates ABM increases the close rates of your toughest deals Demandbase reports a 285% higher close rate for targeted enterprise accounts, and a 166% higher close rate for mid-market accounts when ABM was used. Acceleration ABM deals proceed faster Alignment ABM tightly integrates your revenue teams with your partner’s Less than 30% of MDF programs align channel sales teams.

Mid-market Enterprise 40% 35%

ABM by the numbers How does ABM return on investment (ROI) compared to other marketing initiatives? The more practical ABM payoff

42% 42% 16% Significantly higher Somewhat higher Above the same ITSMA

Deal size Close rate Velocity +26% +75% +7% Demandbase

97% say ABM had higher ROI than other marketing activities 84% say ABM provided significant benefits to retaining and expanding customer relationships 65% say ABM provided significant benefits to attract new customers Alterra Group What your peers have to say

Delivering Results Best in-class companies are using all marketing and sales channels

Multi-channel outreach drives better response, better action

1% 6% 7.6% 8.7% 20% Email only Direct mail only Multi-channel marketing Direct mail and email Orchestrated

A Multi-Channel Orchestrated TEAM Sport Email Phone LinkedIn Digital Ad Chatbot Gifting Month One 5/3/21 5/10/21 5/17/21 5/24/21 5/31/21 Email Digital Ad Chatbot Gifting Sales Team BDR AE Exec.

Partner / Alliance Program Reporting

Reporting cadence: Your Project Director will walk you through weekly reports on program performance.

Program Snapshot Seller Level Snapshot

Partner Annual ABM Winkit

Included Details (4) Campaign Packs (Outbound Campaigns) Channels: (5) Touch Emails (2) Social media ads Seller Scripts (Video, LinkedIn, phone and email) (1) Physical/Direct mail Buyer Experience Microsite & Annual License Subscription Annual software license Turn-key development Lead seller highlighted Best Practices TEAM framework Program reviews & reporting Data (contacts and accounts) + Intent 5,000 records (Zoominfo) Accounts and Industries 100 Accounts in a single grouping Duration Annual with four 90 Day campaigns Investment $120,000

Partner Annual ABM Winkits Product List Includes Add-Ons Pro + Annual $120,000.00 1. 100 Accounts in one cluster tri-branded (partner logos and end account) 3. Four (4) Campaign Packs (90 Day Campaigns that include email, LinkedIn, Digital Ads, Seller Scripts and Gifting) 4. Microsite Development 5. Best Practices Pack (TEAM Framework) 6. 2,500 contact records 7. 10 Sellers 1. + 100 accounts in the same cluster: $30,000 2. Additional Clusters of 100 accounts: $50,000 3. Managed LinkedIn Ad Support: $20,000 (excludes ad buy budget Pro Annual $100,000.00 1. 50 Accounts in one cluster tri-branded (partner logos and end account) 3. Four (4) Campaign Packs (90 Day Campaigns that include email, LinkedIn, Digital Ads, Seller Scripts and Gifting) 4. Microsite Development 5. Best Practices Pack (TEAM Framework) 6. 2,000 contact records 7. 5 Sellers 1.+ 50 accounts in the same cluster: $15,000 2. Additional Clusters of 50 accounts: $20,000 3. Managed LinkedIn Ad Support: $20,000 (excludes ad buy budget

Partner Quarterly ABM Winkits Product List Includes Add-Ons Pro + Pilot $50,000.00 1. 100 Accounts in one cluster tri-branded (partner logos and end account) 3. One (1) Campaign Packs (90 Day Campaigns that include email, LinkedIn, Digital Ads, Seller Scripts and Gifting) 4. Microsite Development 5. Best Practices Pack (TEAM Framework) 6. 1000 contact records 7. 10 Sellers 1. + 100 accounts in the same cluster: $10,000 2. Additional Clusters of 100 accounts: $15,000 3. Managed LinkedIn Ad Support: $5,000 (excludes ad buy budget Pro Pilot $35,000.00 1. 50 Accounts in one cluster tri-branded (partner logos and end account) 3. One (1) Campaign Packs (90 Day Campaigns that include email, LinkedIn, Digital Ads, Seller Scripts and Gifting) 4. Microsite Development 5. Best Practices Pack (TEAM Framework) 6. 500 contact records 7. 5 Sellers 1. + 50 accounts in the same cluster: $5,000 2. Additional Clusters of 50 accounts: $7,500 3. Managed LinkedIn Ad Support: $5,000 (excludes ad buy budget

Partner ABM Winkit Example: ABM Pro + Included Partner’s Role Vendor’s Role Outbound Campaigns Lead Follow up: Partner (Seller calling and LinkedIn reach out) Launch digital ads with Campaign Stars’ support + ad buy ($3,000 budget suggested) Gifting: Budget for up to 20 gifts ($600 suggested) Approve copy and creative None or approval of creative if desired Buyer Experience Microsite Approve copy and creative None or approval of creative if desired Best Practices Attend weekly project meeting and executive monthly check-ins Partner to Supply: MQLs, Opportunities and Closed/Won details Optional: Attend weekly project meeting and executive monthly check-ins Data (Contacts and Accounts) Attend a 30-minute data session None Accounts and Industries and # of Sellers Partner to supply list of target accounts, domains, and AE associated to each account Optional: Vendor to review and agree on account list

Action items; 12 & 13 match price list

Thank you! Building Smarter Pipeline