How NSI Industries Uses SalesIntel

2023, Chicago | Ted Talk - Tech Talk

About Our Speaker Jim Lillig Director, Digital Marketing PRIORITIES & FOCUS: ● Grow and scale efficiently through ABM marketing ● Keep costs and complexity to a minimum and ROI to a maximum ABOUT NSI: The driving force behind market-leading brands and products, NSI’s primary job for over 45 years has been to fulfill the needs of distributors. By staying grounded in the principles of service and value, NSI continues to deliver high-quality, industry-advancing, and comprehensive product solutions. NSI has many well-respected brands, including Bridgeport Fittings®, Polaris®, TORK®, and WarriorWrap®, and we’re still growing.

We are focused on ABM as a key GTM motion GTM Motions Product Led No n/a Inbound Led Yes Insufficient to hit goals, so we augment with ABM Outbound Led Yes ABM account-centric, education-oriented Ecosystem Led No n/a Channel Led Yes Leads fed to re-sellers and channel partners Category Led No n/a Community Led No n/a

What are your GTM Challenges? GTM Challenges

Publisher Ads Engagement & Intent Driven Topics Our ABM Approach Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Retargeting • Visitors to Product group pages • Visitors to Specific Product pages Target Engage Activate Build targeted account lists to market to. Run campaigns in multiple channels to get a response. Let Sales work their magic. • Web Engagement • Intent Data • Relationship Score • Firmographic Data • Technographic Data • Contractor Lists • Distributor Lists • Firmographic Data • Custom research • Existing cust/contacts relationships • Existing Non-Won/Closed companies • Relationship data (who else works there) • Titles by company (to be researched in SalesIntel) • Email campaigns • Workflows for form respondents’ • Curate leads garnered from campaigns until reach 100 point threshold • Display Programmatic • Email signature • LinkedIn Ads • On-Site Personalization (pop ups) Measure See what is working (engaging) and amplify successes, cut losers. The GTM Strategy Behind Our Tech Stack • Account & Contact Data

Revenue Operations Leadership & Management Total Relevant Market Market Investment Map Brand & Demand Pipeline Velocity Customer Time-to-Value Customer Expansion What is your GO-TO-MARKET TECH STACK GTM Operating System TM

SalesIntel ROI Good data, great service, research on demand Increase open rates by 50% on average compared to non-campaign based emails Research on demand acts as extension of my (non-existent) team - huge time savings Some campaigns and messages as high as 35% Account data vital to help narrow ABM account selection from the beginning

eMail Is About Harvesting Demand, Not Building Brand Pro Tip: Personalization eMails can be personalized by territory, where the contacts zip or Media Market (DMA’s) is known. Additional personalization such as company name or application relevant content can be achieved through list segmentation. Product Focused Resources Focused Incentives Focused

DIST2022 Campaign Mailing Open Rates Campaign Cohort (most recent counts) Email Subject C1 (3746) C2 (3843) C3 (1998) C4 (281) C5 (1513) Totals Supply Chain 11% 7% 14% 27% 9% 14% USA Matters 16% 10% 33% 12% X 18% Fast Delivery 14% 7% 35% 20% X 19% Stainless 12% 9% 35% 24% 11% 18% MC RTK 19% 10% 36% 6% 8% 16% DIST Love Remke 17% 11% 32% 20% 12% 18% MFR Cross Ref 19% 11% 34% 23% 7% 19% What’s a Remke 8% 8% The Remke Difference 19% 9% 26% 18% SS Resources 3% 9% 6% Totals 16% 9% 31% 19% 9% 16% What About the Next ABM Campaign? Open Rates By Audience Segment Help Us Scale ABM by Researching “What’s Next” as We Execute “What’s Now” True ABM True ABM Clients Non- clients Focused, Intent Audience

Thank You from