How to Reach and Influence Key Decision Makers_Final.pdf

2. 2 Copyright © 2022 Demandbase Welcome! Recording A copy of the recording and slides will be sent out after the event. Questions Submit your questions throughout the webinar using the questions module.

3. 3 Copyright © 2022 Demandbase MEGAN WOLFE Managing Director, Portfolio and Campaign Marketing ZS ALISON SPEHAR Senior Director, Demand Marketing Strategy Quarry JENNIFER HUGHES Director, Digital Success Ad Cloud Team Demandbase Speakers

4. 4 Copyright © 2022 Demandbase Start here Initial research Social media First website visit Competitive website visits Buying committee research Social network Pipeline Evaluation Retain Research additional solutions Customer Unknown Known Form fill / Hand-raise / Demo request Not here Why ABM? The B2B buyer’s journey is complex and anonymous

10. 10 Copyright © 2022 Demandbase Offer education & value. Focus on validation across the buying committee. B2B Advertising Powered by ABX: Right Account, Right Content, Right Time Build a foundation of trust. Aware Engaged MQA Opportunity Customer Post-Sale Qualified Account Journey Drive engagement, retention, and expansion Offer higher-value, gated content at the right time

11. 11 Copyright © 2022 Demandbase Demandbase Advertising: Full Journey Coverage Our B2B DSP means ● Targeting the right accounts ● Reaching the right buyers in those accounts at work, at home, or on the go ● Optimizing every impression with intent Cover the whole buying team with the right message and content at the right time - throughout the entire sales cycle Reach the whole buying team with the offers most likely to accelerate interest YOUR AD HERE Orange Juice Futures Up After Positive Crop Report Issued Sought in DOA Probe, Clarence Beeks goes missing after New Year’s Eve party Duke & Duke Commodity Brokers fold after insider-trade debacle William R. Valentine named head of strategy at newly-formed Winthorpe & Valentine Updated 10 minutes ago

13. 13 Copyright © 2022 Demandbase WE NEEDED TO: ▪ GET ON THE RADARS OF EXECUTIVE CHANGE-MAKERS IN TOP CLIENT ACCOUNTS ▪ REFRAME THE CONVERSATION IN THE INDUSTRY (IN A WAY THAT LEADS UNIQUELY BACK TO ZS) ▪ OPEN C-LEVEL DOORS FOR MEETINGS ▪ BUILD BRAND AWARENESS, AUTHORITY AND ULTIMATELY, NET-NEW REVENUE FROM KEY CUSTOMERS OUR GOALS

17. 17 Copyright © 2022 Demandbase Creative platform The Business-to-Ecosystem Approach There’s an opportunity for drug manufacturers to master the dynamics of the healthcare ecosystem. The future of commercial success is in the business-to-ecosystem (B2E) approach.

18. 18 Copyright © 2022 Demandbase Build Authority Develop and own the industry narrative around the importance of the B2E mindset shift. Create, publish and share thought-leadership and value-added content to help shape the industry as a whole, as well as the perception of ZS as the trusted, strategic partner and authority on the changing dynamics of the Healthcare Ecosystem, and how to operate to achieve success within it as a player. Build Awareness Surround target accounts and relevant contacts within key roles and functions to generate awareness, interest and engagement leveraging relevant content and targeted initiatives to deliver the B2E messaging in a compelling, resonant way. Build Community Build and connect a community of like-minded healthcare industry leaders interested in leading the way and shaping the B2E shift. Position ZS as the connector and hub for all things B2E from research to forums to events across the healthcare industry, leaders, analysts, associations, etc. Go-to-market approach

19. 19 Copyright © 2022 Demandbase Firmographics/Geographics: Existing ZS customer accounts, all enterprise sized, all located across the U.S., all in the biopharmaceutical sector New Buying Group Roles Targeted: C-Suite (in particular, Chief Commercial Oﬃcers) to VPs (VP Commercial Operations, VP Sales, VP Global Marketing, Business unit heads, VP Market Access, VP Patient Advocacy) 30 CURRENT CUSTOMERS Account and audience focus

25. 25 Copyright © 2022 Demandbase You bet! “B2E” ignited $40M in net-new revenue in 2021 100% ACCOUNT ENGAGEMENT 60% REACHED PRIORITIZED ACCOUNT STATUS 2269 NET-NEW CONTACTS ADDED 5 FORTUNE 500 CEO/COO MEETINGS 7700 UNIQUE MICROSITE PAGE VISITS $40M NEW REVENUE INFLUENCED IN 2021

26. 26 Copyright © 2022 Demandbase The B2E story and this campaign helped me unlock new opportunities for conversations with CCOs who are making decisions about the future of the pharma industry, including some who I hadn’t engaged with before B2E. — Jude Konzelmann, Managing Principal, ZS “ …and picked up strong internal momentum

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How to Reach and Influence Key Decision Makers_Final.pdf