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08/09/2022 Group introduction 2

Global reach

A team of 500+ fully dedicated B2B specialists

Americas Seattle, San Fran, Denver, New York

Europe London, Oxford,

Munich

APAC Sydney

Our model How we work

We build tightly integrated teams with all the skills you need to create and execute go-to-market programs in one place.

Picked from over 500 B2B specialists, our team will augment your existing team and work in partnership with you to take responsibility for outcomes, not just outputs.

Pursuit

Market share Growth

Price

Awareness Engagement

Leads

Opportunities Pipeline value

Pipeline velocity

Revenue Deal size Win rate

Customer growth Adoption/Consumption

Lifetime value

Brand strategy

Demand creation

Demand capture

ABM ABM Customer lifecycle

Audience insight

Growth metric

Full-funnel growth

4

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 nurture them 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.

Traditional vs. ABM – Not an Either/Or!

Partner ABM Campaign Overview

GOAL Reach high-value prospects with a

unified joint value prop and consistent marketing/sales methodology to

accelerate partner ACV

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

Digital

Partner’s Sales Team

Direct Mail

Insights

Account Selection TARGET

Results: 70% Account Engagement, 81 Known Contacts across 100 target accounts

$62M in pipeline across 21 partners in 18 months Personalized Messaging, Content & Microsites

ENGAGE Seller Enablement

ACTIVATE Best Practices and KPIs

MEASURE

A Multi-Channel Orchestrated TEAM Sport

It’s All About Growth

Metrics Tracked from 1,000+ ABM Programs

20 to 45% of targeted accounts

engaged

15 to 25% of targeted accounts convert

to a Seller conversation

22X ROI (Return based upon opportunity creation for annual campaigns)

Campaign Stars Clients at a Glance:

5 of the 10 Largest Software Companies in the US

Select Clients

We drive partner co-sell revenues

Paid Ad Copy/Creative Included

[LinkedIn + Digital Ad Platform if Available]

Call Scripts and LinkedIn Outreach Scripts

Provided to Partner Sales Team

We drive partner co-sell revenues

Partner provides content assets

Partner Sales Rep. Featured

Cybersecurity Examples - Fortinet Partner Program

Cybersecurity Examples - Riverbed

Deliver an End-to-End Personalized Experience

Chatbots

Survey-based Lead Generation

Direct Mail / Gifting

Email Campaigns

Orchestrated Sales Campaigns

Digital Ads Personalized Experience (Account / Vertical)

The Official ABM Campaign Workbook

Account and Contact Data / Predictive Sales Intelligence

Content and Creative Emails Sent on Behalf

of Sellers Campaign Management

& Reporting

Today’s Customer Experience

B2C B2B

VS.

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

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.

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.

Mid-market 40%

35%Enterprise

ABM by the numbers How does ABM return on investment (ROI)

compared to other marketing initiatives?

The more practical ABM payoff What your peers have to say

16%

S ig

n if ic

a n tl

y h

ig h er

S o m

ew h a t

h ig

h er

A b o v e

th e

sa m

e

42% 42%

ITSMA

D ea

l si

ze

C lo

se r

a te

V el

o ci

ty

+26%

+75%

Demandbase

97% say ABM had higher ROI than other marketing activities

Alterra Group

65% say ABM provided significant benefits to attract new customers

84% say ABM provided significant benefits to retaining and expanding customer relationships

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

Multi-channel outreach drives better response, better action

Delivering Results

Direct mail only

Multi-channel marketing

Direct mail and email

OrchestratedEmail only

1%

6% 7.6%

8.7%

20%

The Official ABM Campaign Workbook

Partner / Alliance Program Reporting

Program Snapshot Seller Level Snapshot

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

Sample Timeline Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Set up Kick-off

Target

Account Selection

Vertical / Use Case Selection

Persona Selection

Contact Identification within Accounts

Engage

Content Audit

Create Base Board(s)

Campaign Cadence

Author Email Touches, Call Scripts, LinkedIn outreach

Create personalized boards

Set up Targeted Ads, gifting, chat

Activate

Sales training + orientation

Email set up and send

Outreach; Phone, LinkedIn

Gifting

Measure Reporting

Communication

Weekly Status Call

Monthly Executive Check-in

Quarterly Business Review

Partner Annual ABM Winkit Included Details

(3) Campaign Packs (Outbound Campaigns)

Channels: • (5) Touch Emails • (2) Social media ads (creative only) • Seller Scripts (Video, LinkedIn and phone) • (1) Physical/Direct mail (creative only)

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 • 2,500 records (Zoominfo) • One time use of Zoominfo intent data per Campaign Pack

Accounts and Industries • 100 Accounts in a single grouping

Duration • Annual with three 90 Day campaigns

Investment • $120,000

Partner Annual ABM Winkits

Product List Includes Add-Ons

Pro + Annual

$120,000 for 100 accounts

1. 100 Accounts in one cluster tri-branded (partner logos and end account) 2. Three (3) Campaign Packs (90 Day Campaigns that include email,

LinkedIn, Digital Ads, Seller Scripts and Gifting) 3. Microsite Development 4. Best Practices Pack (TEAM Framework) 5. 2,500 contact records 6. 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 for 50 accounts

1. 50 Accounts in one cluster tri-branded (partner logos and end account) 2. Three (3) Campaign Packs (90 Day Campaigns that include email,

LinkedIn, Digital Ads, Seller Scripts and Gifting) 3. Microsite Development 4. Best Practices Pack (TEAM Framework) 5. 2,000 contact records 6. 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 $60,000.00

1. 100 Accounts in one cluster tri-branded (partner logos and end account) 2. One (1) Campaign Packs (90 Day Campaigns that include email, LinkedIn,

Digital Ads, Seller Scripts and Gifting) 3. Microsite Development 4. Best Practices Pack (TEAM Framework) 5. 1000 contact records 6. 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 $45,000.00

1. 50 Accounts in one cluster tri-branded (partner logos and end account) 2. One (1) Campaign Packs (90 Day Campaigns that include email, LinkedIn,

Digital Ads, Seller Scripts and Gifting) 3. Microsite Development 4. Best Practices Pack (TEAM Framework) 5. 500 contact records 6. 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

Thank you! Building Smarter Pipeline

Slide Number 1 Slide Number 2 Slide Number 3 Full-funnel growth Traditional vs. ABM – Not an Either/Or! Slide Number 6 $62M in pipeline across 21 partners in 18 months A Multi-Channel Orchestrated TEAM Sport Slide Number 9 We drive partner co-sell revenues We drive partner co-sell revenues Cybersecurity Examples - Fortinet Partner Program Cybersecurity Examples - Riverbed Deliver an End-to-End Personalized Experience Today’s Customer Experience Benefits of ABM for Partners/Alliances ABM by the numbers Delivering Results Partner / Alliance Program Reporting Sample Timeline Partner Annual ABM Winkit Partner Annual ABM Winkits Partner Quarterly ABM Winkits Partner ABM Winkit Example: ABM Pro Thank you!