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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

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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

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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

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We drive partner co-sell revenues

Partner provides content assets

Partner Sales Rep. Featured

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Cybersecurity Examples - Fortinet Partner Program

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Cybersecurity Examples - Riverbed

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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.

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

Deal size Close rate Velocity +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 Orchestrated Email only

1% 6% 7.6% 8.7% 20% The Official ABM Campaign Workbook

Source: PFL (direct mail and gifting platform)

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Partner / Alliance Program Reporting Program Snapshot Seller Level Snapshot

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

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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

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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

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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)

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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)

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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

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Thank you! Building Smarter Pipeline

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