CaseCentral Sales Process Rollout January SKO World Class B2B Marketing Demand Generation Capabilities

Roles & Responsibilities – Demand Generation RoleKey Responsibilities Demand Generation Manager Drive Demand Generation and Lead Management Strategy Plan and execute B2B campaigns (Acquisition, Cross-sell/Up-sell) Develop and manage nurturing campaigns Execute sales-initiated 1:1 nurture campaigns Lead Management process execution Primary Marketing Activities ActivityActivity Description Drive Demand Generation and Lead Management Strategy Facilitate the planning of B2B campaign strategy Adoption of Demand Generation and Lead Management best practices Develop Lead Generation success metrics Select and manage agency partners to enrich team capabilities Participate in Brand Marketing planning activities to contribute strategy and timing Develop the strategy and foundation B2B website Execute B2B campaigns Plan, build and execute B2B campaigns (with content support from the Programs and Communication teams) Configure and build campaigns within Marketing Automation Identify content needs for campaigns A/B testing of campaigns to increase success rate Develop and manage nurturing campaigns Update and maintain the Buyer’s Process Map Build on the Content Inventory Develop nurture campaigns Evaluate effectiveness of campaigns and fine-tune to increase conversion rates Execute sales-initiated 1:1 nurture campaigns Develop 1:1 nurture campaigns for sales reps to select for their customers/prospects Communicate availability and benefit of nurture campaigns available to the sales force Lead Management process execution Manage the LDR team to ensure adoption of Lead Management best practices and delivery of Sales Qualified Leads Demand Gen

What is Marketing? Drucker 3 The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.

What Does B2B Marketing Do? 4 “You either make stuff, you sell stuff or you help people make or sell stuff. Marketing is in the middle. Our job is to… Provide insight to the people who make stuff. Take what they've created and translate the features and functions into stunningly clear business insight for the right audience at the right time with the right voice and the right message. But then we help the people sell stuff. We extract insight, and then the real secret is taking insight, converting that into foresight and then converting that into competitive advantage. Three things marketing does as a service organization: 1.Understand the audience 2.Tell them the truth in a language they can embrace 3.Tell the story with a call to action Marty Homlish, B2B CMO - Launched Sony PlayStation and Walkman - SAP’s global CMO increased Value of SAP brand rose $2.8B, 46% Revenue grew 43% Profit grew 202% Software installations worldwide increased by 255% - Currently the senior marketing leader at HP Implications Product Marketing leadership Quality Content Marketing and Creative Messaging Demand Generation excellence

What are the Goals of Marketing? 5 “Marketing is a service- based organization. Our only reason for existing is to provide services for the organization. We do not create marketing for the sake of marketing.” Goals of Marketing: 1.Sell more stuff 2.Make more money 3.Do it with less expense Marty Homlish, B2B CMO Implications Orient marketing goals from activity to results Implement closed-loop tracking Brand, PR & Corporate comm activities are performed in the context of selling more