Airmeet | ROI Study by GTM Partners

A Go-to-Market Perspective P R E S E N T E D B Y

A Go-to-Market Perspective: Airmeet | June 2023 0 1 0 2 0 3 Drive high quality leads through dynamic online events and webinars Grow customer revenue and improve retention with interactive events Connect with the right buyers to book more meetings and accelerate deals Top 3 Value Propositions As Event-led growth continues to evolve as a new strategic way of approaching your target audience, the entire Go-to-Market team will find value in Airmeet's digital events solution. Event and Field Marketers will find significant value in the ability to quickly create and run premium events with a variety of interactive capabilities that do not require significant effort to deploy. Native registration forms, the engaging and intuitive user interface, the ability to track attendees and drive connections between internal resources and the audience, and the analytics needed to understand and prove event value will be invaluable to event marketers. Demand Generation Teams will love the audience engagement data available from the events that can be used in business development activities leading to increased pipeline. Sales Teams will be impressed with the ability to know when one of their prospects is attending an event via Slack notifications, vs. a week later when marketing provides a lead list to sales. Sellers are able to quickly enter the event and engage directly with their prospects, including inviting them to a private "table" to have discussions during content breaks. Overall, Airmeet has observed the nuanced benefits of in-person events and built a digital solution that allows users to experience those benefits virtually. This is made clear through their customers telling us that the "simple touches" they can offer drive higher engagement, more audience, and more pipeline than any digital event they have hosted in the past. If digital events are expected to contribute to pipeline, a solution like Airmeet is a critical technology stack addition. Webinars and virtual event experiences have played a key role in helping B2B marketers drive high quality pipeline and build better relationships with their customers. In addition, events are a great way to gather first party data and purchase intent signals about both prospects and customers through event engagement and interactions. Airmeet is purpose-built for B2B marketers to book more meetings, create pipeline faster, and improve customer retention by leveraging event intent signals.

USE CASE WHEN TO PRIORITIZE TECH FOR YOUR GTM MOTION Hybrid event management Hybrid events allow for larger audiences than an in person event can support, but also come with a host of challenges. If you have the opportunity to increase your pipeline, but phsyical location of events is a barrier, hybrid events can help you meet your demand goals. Virtual meeting experiences Whether looking to book more meetings or drive engagement with prospects or customers, virtual events allow you to connect with your audience in a customized environment. This creates moments of curiosity and focus that you cannot achieve with traditional webinar solutions. Event-led Go-to-Market strategy If you're looking to get more from events then top of funnel lead gen and ready to turn them into meeting makers and revenue accelerators, digital event tech connects marketing, sales, and customer teams with your audience to drive business outcomes • • • • • In reviewing feedback from hundreds of users, we have determined that Airmeet's primary value propositions are widely experienced by their customers. Books more high quality meetings for sales teams Feature-rich and innovative while remaining intuitive and easy to use Alerts and connects Go-to-Market teams with attendees in-event Tracks engagement and revenue impact of events Fosters engagement through CTA's and networking experiences Customer Use Cases & Value Definition Top Use Cases Cited by Airmeet Customers Customers tell us that Airmeet: A Go-to-Market Perspective: Airmeet | June 2023 • Provides high-quality video, hybrid, and brand experiences • Makes it easy to host large audiences of 10,000+ attendees 0 2 0 0 4 0 0 6 0 0 V i r t u a l E v e n t s W e b i n a r s N e t w o r k & M a t c h m a k i n g E v e n t R e g i s t r a t i o n E v e n t M a n a g e m e n t M o b i l e A p p E x p e r i e n c e s E v e n t M a r k e t i n g

Airmeet's ROI * Quotes and stats are from our research, customer interviews and reviews submitted through G2.com "The customer experience is amazing. Better than anything else we've ever used." "The ease-of-use and intuitive design made the adoption quick." "Intuitive, seamless attendee experience." "Airmeet gives us tremendous confidence that we can easily scale our community." QUOTABLES Customers see material ROI through expanding their event audiences using Airmeet. Go-to-Market Impact Airmeet customers report increased pipeline and improved sales velocity as a result of focusing on Event-Led Growth 4900% Increase in audience growth Kaiser Permanente Revenue Outcomes with Airmeet $270K Pipeline generated PartnerStack 100K+ Concurrent attendees transforming our GTM Cascade $1.1M Influenced pipeline creation WorkRamp 70% Events had 50-70% show rate Recro Cost-efficient way to book more meetings and build pipeline than previously possible with events Accelerate pipeline velocity by creating webinars and events designed to speak to in-cycle prospects Near-instant performance and attribution reporting to help prove the impacts events have on creating pipeline Account executives and business development reps can be instantly notified via Slack when their accounts are present at the event, providing opportunities for them to interact with their prospects and generate more meetings Collect engagement data about your prospects, providing you with first- party insights to leverage in marketing and sales cycles A Go-to-Market Perspective: Airmeet | June 2023 "Loaded with interactive features." "One of the best solutions on the market today." "A must if you rely on digital marketing channels." 600% Boost in sales conversion & 2x industry attendance rate Agorapulse

About GTM Partners GTM Partners, a data-driven Go-to-Market Analyst firm helps organizations and GTM vendors to achieve efficient growth by transforming their GTM strategy. We work with high-growth companies to help them unify their GTM teams and to provide them with lasting strategies and frameworks. GTM Partners, with a mission to make Go-to-Market simple aims to be the voice of the industry for all things GTM. We do this by offering: About GTM Partners About the analysts 1. Data and benchmarks collected from data providers, including G2 and Bombora, as well as our community of the world’s fastest-growing companies. 2. Research, best practices and design frameworks to provide guidance on the best-in-class approaches to strategizing, executing and tooling your Go-to-Market approach. 3. Personalized advice and support from experienced leaders and practitioners that help you address business challenges in a manner that is authentic and specific to you. 4. Our consulting work focuses on areas such as Go- to-Market strategy, creating a Point of View and Go-to-Market project execution strategy across the 8 pillars of GTM. Events and networking with industry leaders looking to define the category of Go-to-Market and revolutionize the way we create value for our organizations. Bryan is a SaaS pioneer and thought leader in the marketing and sales tech industry. He has both created and brought to market innovative software products and ideas while helping thousands of companies in their effort to grow revenue more efficiently. Bryan is a co- founder with multiple exits (Vtrenz), has led strategy teams in Fortune 100 Companies (IBM) and has helped multiple organizations scale their products & Go-to-Market approaches from point solutions to platforms via organic product development and through mergers & acquisitions (Silverpop, Terminus). His work over the years has been instrumental in forming new categories and securing top placements for his companies in both the Forrester WAVE and Gartner Magic Quadrant reports. Chief Analyst Senior Go-to-Market Analyst Lindsay is a practitioner turned analyst who studies best practices and trends in Go-to-Market and develops actionable models and blueprints for our clients. She has held both practitioner and leadership roles in almost every aspect of Go-to- Market, including Product, Marketing, Sales, Revenue Operations, and Enablement for several Fortune 500 companies, including AT&T, Hearst and Cox. She most recently ran the GTM Center of Excellence for the Account-Based Marketing Platform Solution Terminus. Industry Analyst Sangram is a three-time best-selling author and co-founder of several organizations, including Terminus, The Peak Community and most recently, GTM Partners. Sangram has been at the forefront of B2B marketing trends, the Flip-my-Funnel movement, and defining the Account-Based Marketing category ushering in a new generation of marketers. He has previously held CMO roles at Pardot, a Salesforce company and Terminus. Bryan Brown Lindsay Cordell Sangram Vajre

More on GTM Perspectives C o p y r i g h t © 2 0 2 3 G o t o M a r k e t P a r t n e r s , L L C . A l l r i g h t s r e s e r v e d . www.gtmpartners.com [email protected] GTM Perspectives are third-party validated assessments of Go-to-Market Vendor Solutions that are primarily focused on how to get the most out of an investment in technology. Centered around use cases (as opposed to vendor stack ranking), these guides are intended to provide readers with a data-driven analysis of what problems the solution is intended to solve and how well it delivers on those promises. Perspectives are developed in three stages. First, we will work with the vendor to learn about their capabilities. The vendor must respond to a use-case-driven market survey, provide a demo and give us insight into their roadmap. Next, we analyze G2 data to understand how the market at large is using the solution and what they find to be most valuable. We also review feedback on the entire segment to understand how that vendor performs against its competitors or similar solutions in the use cases specified. Finally, we speak with three customers to better understand their primary use cases, get an understanding of any additional investment outside of the cost of the solution and confirm any need for additional investment in companion solutions required for the use cases to be performed. GTM Perspectives are developed at the request of our Vendor Partners, who provide us access to their customers and support our understanding of the solution we are validating. GTM Vendor Partners are held at an arm's length during the development of the perspective to ensure we produce an unbiased, data- driven review. GTM Partners is committed to improving the lives of Go-to-Market teams through the development of frameworks, guides, tools, and perspectives. DATA POWERED BY