Surface Commercial Digital Marketing Playbook FY 21 Priorities

Surface Commercial Digital Marketing Playbook FY 21 Priorities Guidance for digital marketing and demand gen impact for Surface Partners

Our Commitment Enabling Partner Demand Gen through Digital Marketing Aligned Priorities § Consistency with Microsoft Campaign § Aligned to Surface business priorities § Relevant to Surface marketing themes GTM Guidance § Surface will share insights & key metrics § Recommended GTM programs § Demand Gen insights Relevant Assets § Consistent asset portfolio with worldwide Surface § Microsoft Campaign aligned content / assets § Priority themes & business content

FY 21 Priorities | Supported Through Digital Marketing 1 Surface Connected GTM 2 3 Enable Sustainable Partner Growth Increase Share Thru M 365 Integration 4 Focus On Core Products Partner Marketing Focus • Accelerate consideration through integrated digital experiences • Leverage worldwide marketing programs; digital assets, comarketing & investments • Increase reach into Enterprise and Corporate customers; leverage the worldwide successful ‘relationship marketing’ initiatives; drive consideration & accelerate purchase decisions • Use worldwide assets and insights to begin digital marketing or to enhance existing programs • Implement consistent digital marketing • Implement worldwide established Target Account List targeting across all digital marketing programs • Include Surface in M 365 events & marketing. Surface + Productivity, Teams, Security • Leverage thought leadership content from Surface to drive consideration w/ M 365 customers • Connect launch marketing to current MSFT themes and demand gen assets • Deliver sustain marketing for the portfolio, focus products and segments • Land an end-to-end initiative each half based on business priority

Enabling Partner Digital Marketing Drive marketing consistency Provide our Partners with a consistent array content and digital assets to enable more relevant marketing and customer lead gen to increase new business Consistency to MSFT Aligned to Surface Consistent assets & content GTM program Campaigns business priorities with worldwide Surface recommendations • Campaign aligned digital assets (launch & sustain) • Thematic content (e. Books, decks, infographics) aligned to Campaign • Consistent assets & content availability to MSFT teams • Seasonal marketing calendar published to Partners • Sustain marketing assets aligned to priority business themes for MSFT & Surface • Thought leadership content & solution content available • GTM BOM supporting business priorities published quarterly • Core marketing and product BOM to include pitch decks, fact sheets, demo motion graphics, digital assets • Insights and best practices from worldwide initiatives • Social Selling assets & content • Intended pilot for Partner marketing support program • Readiness assets & demo assets • All Surface Commercial digital marketing assets & content • Recommended demand gen / digital marketing program • Sharing of worldwide marketing executions for learning

Digital Marketing | FY 21 H 1 Priority Tactics for Partners WEB EXPERIENCE GOALS PROJECTS TARGETS DIGITAL MARKETING CUSTOMER JOURNEY • Capture customers through digital marketing & web experiences • Reach customers thru social; land social selling & drive advocacy • Understand deal correlations to customer journey / actions • Optimize for incoming new customers; web experience, call to action (CTA) and information • Establish a lead gen motion through thought leadership content • Optimize Target Account List across digital marketing initiatives • Proper web presence to capture digital customers • Partner relationship marketing program • Leverage worldwide concept pages / content to drive consideration: 1) Security & Manageability page 2) Remote Work 3) Education • Social advocacy & social selling • Web experience • Align Digital Marketing / Lead Gen with segment Target Account List; create engagement program • Grow # of leads through strong web experience • % of co-op supporting digital mktg • # leads from content Demand Gen • % of pipeline resulting from digital marketing • # leads from Target Account List • Increase incoming traffic to web through digital marketing and referrals • Support digital events with a digital marketing program • % of managed partners with proper web presence (homepage and landing page) • Leverage thought leadership content to generate new customer leads

FY 21 Recommended Partner Digital Marketing Tactics GOOD EXECUTION BETTER EXECUTION BEST EXECUTION FUNDAMENTAL RECOMMENDATION ACTIVE RECOMMENDATION ACCELERATE RECOMMENDATION WEB WEB § Surface mentioned on Reseller homepage with enough prominence that a visitor will see this. § If possible, communicate webinar themes and dates on web site. § Add product pages and enable ecommerce if viable. DIGITAL & RELATIONSHIP MARKETING § Use thought leadership content as lead gen. Use existing customer list. Require email details to access the content and have a short 2 -3 content piece follow-up with CTA of contact me. § Establish a bi-weekly blog from experts within your organization talking about the key issues facing organizations, layer in how Reseller and Surface + can help. § Partner with Microsoft to develop a TAL (Target Account List) to use in lead gen motions. § Landing page for Surface with basic value proposition and portfolio description (template to be provided). § Use short form content (infographics and onepagers) in emails to engage customer with a contact us/me CTA. § Hold quarterly webinar focused on Surface + Modern Management, Surface + Security, Surface + Teams. § Send follow-up email to webinar participants using thought leadership content and sign-up for future emails. § Establish device experience program as part of follow-up. § Run lead gen on affiliate networks. § Use digital lead gen- emails to your customer base & run lead gen on affiliate networks. SOCIAL MARKETING & SOCIAL SELLING § Weekly posts on Linked. In; guidance is to use the assets found on SRA Portal and/or they can repost Surface with a CTA to their site or build their own. § Establish a cadence for key team members to post as well as blog on Linked. In § Boost social post 1 x monthly to increase reach.

The Customer Journey Aligning marketing tactics to roles and stages within the customer decision- making process

Surface Customer Journey Insights Connect with multiple roles within customers to drive consideration & advocacy Productivity, collaboration and experience matter to all Right content & engagement at each phase of the buying decision Insights show IT and Ops Managers begin research when considering a hardware purchase; be deliberate with a Target Account List and focused marketing tactics based on customer journey stages Be relevant to customer needs and the environment. Stay focused on the problems facing the customer- tailor digital marketing and content on addressing the key issues with a Surface + solution Leverage the insights- create influencers within the customer Insights also show that many other roles in an organization influence purchase decisions; expand target marketing to reach other role types such as HR, Operations and Finance

Surface Commercial Sales Funnel Digital Marketing Recommended Tactics Drive Consideration Conversion Create Purchase Intent | Deployment Ready & Deploy | Usage | Drive Usage Re-purchase Generate Re-purchase • Web • Social • Digital Marketing • Integrate w/ Modern Workplace • Web • Social Selling • GEP 1 • Integrate w/ MW • TL Content 2 • Web • Account-based marketing • Demand Response • Web links to Docs • GEP 1 links to Docs • Web • Social advocacy stories • Web • Social • e. Mail • Integrate w/ Modern Workplace • Digital Events • Social • Integrate w/ MW • TL Content 2 • Webinars & Digital Events • Account-based marketing • Demand Response • Promote Docs • Promote local resources & programs • Social advocacy • e. Mail links to Docs • Web • Social • Relationship Mktg • Web site • e. Mail • Social • Digital • Tele • e. Mail • Social Selling • Web • TL Content 2 • Webinars • Thought Leadership (TL) Content • Relationship Mktg • Promote Docs • Promote Partner services, resources • Promote service offers • Web links to Docs • e. Mail links to Docs • Web • Social • Relationship Mktg 1 Global Engagement Program 2 Thought Leadership Content CORP Consideration | FIELD Create Familiarity | PARTNER Awareness

Digital Marketing Content Strategy & Planning Themes Key Narratives H 1 Marketing Calendar

H 1 Microsoft Key Themes Navigate the Now Plan what’s Next Shape the Future Enable Secure Remote Work Reduce Cost and Manage Risk Transform Organizational Productivity The concept of ‘Resilience’ will be over-arching narrative H 1 focus is on Teams, Security and Modern Device Management Resilience narrative over-arching Remote Work, Teamwork, Return to Work

FY 21 H 1 | Surface Commercial Content Themes Key Themes Enable Remote Work Cost Savings & Business Value Empower remote workers to stay productive and collaborate securely Recover with efficiency Transform business processes & save using workflows, dashboards, AI while increasing employee productivity Resilience § § Enable Remote Work narrative Surface + security & modern management Surface + Window Virtual Desktop Surface + Teams § § The Surface business case Surface+ M 365 business value Surface + security & modern management Surface + Window Virtual Desktop

Surface for Business Enable Remote Work Narrative Pillars Enable Remote Work with Surface Stay secure and get it all done with devices designed for work anywhere. Get things done wherever you work and however you work best Connect with your teams to collaborate anywhere Deploy, manage, and stay secure anywhere Wherever you work, stay focused to get it done in your own way Make real connections with your teams, from secure team meetings to collaborating together Give your organization the freedom to work anywhere while retaining the control you need to stay secure with zero-touch

Surface for Business Security Narrative Pillars Surface for Business delivers defense in depth Stay secure and maintain control, from chip to cloud, with protection from Microsoft. Built-in security at every layer Achieve peace of mind with built-in, proactive defense. Security protections maintained by Microsoft are built into every layer of Surface. Maintain secure control of every device Stay in control to prevent employeeintroduced vulnerabilities. Manage Surface devices through the cloud down to the firmware level with just a few clicks wherever they’re deployed. Secure from deployment to decommission Keep data secure from a Surface device’s first deployment to its last, no matter how many times and under what circumstances it changes hands.

Partner Marketing Enablement Surface Reseller Alliance Portal

Surface Reseller Alliance Portal Improving the SRA experience Establishing ease and consistency to help partners find content and assets § Provide our Partners with a consistent array content and digital assets § Enhanced navigation includes a top link dedicated for Marketing and Industry Resources and sub navigation will lead to landing pages by content theme § New pages aligned to the FY 21 Microsoft Remote Work/Learn Response Campaign § Launch BOM delivered in easy to download zip file(s) Enhanced navigation and landing pages

Surface Reseller Alliance Portal Navigation – July Navigation The navigation will be updated by end of August to include the following: Top navigation will include a link dedicated for Marketing Sub navigation will lead to landing pages by content theme § § § FY 21 Marketing Plays Core Product Digital Assets Imagery Marketing Guidance Navigation update - August

Surface Reseller Alliance Portal Content and Assets Digital content and assets aligned to Microsoft Campaign Same content/assets availability to MSFT teams including thought leadership Landing Pages New pages aligned to the FY 21 Microsoft Remote Work/Learn Response Campaign will be available by end of August. § § § Enable Remote Work Resilience Business Efficiencies Modern Management Security