This Is How You ABM: All-Star Customers

1. THIS IS HOW YOU ABM: ALL-STAR CUSTOMERS BRIAN FINNERTY, VP GROWTH MARKETING │DEMANDBASE SUSAN CAMPBELL, MARKETING GROUP MANAGER │PANASONIC TARA QUEHL, MARKETING AUTOMATION MANAGER │FIDELITY INVESTMENTS ARTURO SIGUENZA, SENIOR MANAGER BRAND EXPERIENCE & CONTENT │CITRIX

3. © 2019 DEMANDBASE SLIDE 3 Susan Campbell Marketing Group Manager Panasonic ALL-STAR SPEAKERS Arturo Siguenza Senior Manager, Brand Citrix Brian Finnerty VP, Growth Marketing Demandbase Tara Quehl Marketing Automation Manager Fidelity Investments

4. 4 This is How You ABM Our ABM Journey Susan Campbell

5. C Start where you are most comfortable 5 OODACommunicateTake the 1st step

6. Why we started Efficiency Acceleration Alignment We have a small team and relative tight budget and need to make it work hard Sales & marketing needed to get on the same wavelength Demand gen efforts were identifying prospects but they were stuck in the funnel

7. Always Be iMproving • Incremental approach to ABM Platform → Conversion → Engagement → Targeting • ABM program for Enterprise • Account Identification • Technology Integrations

8. Build a plan - Keep it Simple Audience Awareness Demand Enablemen t

9. ABM at Panasonic MEASURE ATTRACT ENGAGECONVERT • Industry-specific Account-Based Advertising • Targeted Landing Pages • ABM Analytics for side-by-side performance comparison • Personalized Experience by industry identification • Account Insights • SFDC Assigned Account checkbox

10. Vision NOW Future 1. Segmented ads 2. ABM for Enterprise 3. Personalized retargeting 4. Limited channel adoption 1. Personalized, segmented ads 2. ABM across all verticals 3. Personalized pages/content 4. Expand channels (email, DM)

11. “…above all, try something” – Franklin D. Roosevelt

12. THANK YOU 1 2

22. 22 © 2019 Citrix | Confidential With this as a foundation, we integrated ABM into Brand Marketing Strategy in a variety of ways Planning Targeting Reporting Account Analysis Account Activation Account Performance

23. 23 © 2019 Citrix | Confidential Brand Account List – Sales Insights Card Accoun t 1 Accoun t 2 Accoun t 3 Accoun t 4 Accoun t 5 Account has been served 5,920 Impressions Account clicked on 40 ads through duration of campaign Account drove over 29,450 page views through duration of campaign Of the 7,623 employees identified in account, 996 have been identified as high intent users. Topics such as networking, sd wan, 5g are top of mind for this account indicating they are likely in market 545 of the 6,189 employees have been identified as high intent users with 10 of those high intent users visiting the site Top Reached Top Engaged Top Citrix Site Intent Top High Intent Users Top High Intent Users Visited

33. Making work smarter not harder, while blazing the trails of tomorrow.

34. Fidelity internal use only. Getting Started with Demandbase 34 Two Use Cases • Driving folks to the right site based on employee size data in 2019 when we rolled out 2 new websites on the SF community's platform • Using Demandbase to drive our GDPR functionality Problem we’re trying to solve • How do we help sales be even more successful? TARA QUEHL Sr. Marketing Automation Manager Joined WI in 2018 Joined Fidelity in 2013 Participant>B2B Re-Org in 2019 Late 2019 began supporting the Core Market for WI

35. Fidelity internal use only. WI Marketing ABM Timeline 35 NewWebsiteLaunch UseCase#1Launch Data-driven vs 3 rd Party list Pilot Planningfor2020RenewedInterest Begin Targeting Discussions Website Personalization Website Consolidation PaidMedia 2.0 APR ‘19 Q4 ‘19 MAY ‘20 Conversion Solution Im plem entation MAR ‘20 JAN ‘20 APR ‘20 MAY ‘20 JUN ‘20 JUN ‘20 APR ‘19 MAY ‘19 CRAWL WALK RUN

36. Fidelity internal use only. Tips for getting ABM buy-in 36 How do all boats rise? 2020 Goal: Provide tools that unleash the full potential of our associates to sell and service into the future. Extend our initial ABM work to build a transformative ABM process, aligning Sales & Marketing to enable a sophisticated program that delivers on business goals Strategic Partnership Targeting Sales Enablement Measurement Lead Process Extend Kepler support as ABM expert and help internally align both Marketing & Sales Kepler to provide ABM learning day in partnership with Fidelity team One to Many ABM Campaigns to Drive demand and lead gen One to Few ABM Campaigns to drive leads from priority account lists Sales Collaboration Pilot (call list, intel delivery, etc.) Custom Datorama dashboard for tracking full funnel campaign metrics Development of Marketing & Sales Lead Delivery and tracking process Development of Digital Sales Intelligence delivery process • Find Champions and advocates • Use data to support the value • Spread the word through learning sessions

37. Fidelity internal use only. Q4 2019 Pilot 37 Through a connected ABM experience Display Ads Sponsored Content InMail InMail Lead Form B2B Website ABM Dashboard Value Prop Relevant ABM targeting list(s) Set-up/ and bought Ads served to employees in target accounts Driving to B2B/Advisor Prospect Sites or lead form Performance data pushed to campaign dashboard Messaging /Creative CTA CTA Demandbase

38. Fidelity internal use only. What did we learn? 38 The good and the not so good from our pilot Hypothesis • Measure the value of 1st vs. 3rd party data for list development in the first ever WI ABM lead-gen approach leveraging both sponsored content & display tactics The Demandbase list outperformed in 5/6 measurement categories Reach, Visited, Cost per Account Visited, Engaged Account*,Cost per Account Engaged ALL leads came from InMail Sales & Marketing should align on campaign goals, targeting, measurement, & lead handoff process – which are key factors for an ABM program’s success

39. Fidelity internal use only. 2020…………. 39 Where do we go from here? Personalization Conversion Paid Media Measurement Leverage Demandbase Engagement solution to customize landing page by industry for increased page views, time on site, & funnel velocity Empower sales team with Demandbase insights on target account activity & interest where they spend their time (E-mail & Salesforce) Further refine marketing strategy to send specific messaging based on where target accounts are in sales funnel Push Salesforce deal info to Demandbase platform to measure ABM impact on deal size & velocity

40. © 2018 DEMANDBASE SLIDE 40 Expert ABM Certification Applying ABM during an interactive, case study workshop to blend 1:1, 1:few & 1:many strategies in complex decision structures. (in-person only) 3 Advanced ABM Certification Best practices for ABM practitioners on topics including budgeting, target account lists, metrics, reporting and better alignment. (online & in- person) 2 ABM CERTIFICATIONS – LEARN ON YOUR TERMS Foundations ABM Certification Learn the importance of ABM and the groundwork to get you started on the path to success. (online only) 1 FREE CODES ABMSUCCESS CAREERGOALS

41. Q & A

42. THANK YOU

This Is How You ABM: All-Star Customers

This Is How You ABM: All-Star Customers

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This Is How You ABM: All-Star Customers