Cloud Ratings Study: True ROI of RELAYTO for Sales and Account Based Marketing

REPORT BY of RELAYTO

Executive Summary: Cloud Ratings True ROI Reports quantify and provide 3rd party validation of a software product’s business value. RELAYTO engaged Cloud Ratings to complete a True ROI evaluation process. True ROI Key Findings: ● ROI (3-Year Period): 4,748% (47x) ○ Fully Ramped (Post Implementation) Annual ROI: 5,361% (54x) ● Payback: 2.0 Months ● Drivers of Bene fi ts: ○ Improved Pipeline Conversion Rates (93% of total) ○ Reduced Micro-Site + Content Production Costs (4%) ○ Pipeline Expansion Via Shareable Account-Based Marketing (ABM) (2%) ○ Sales Representative Time Savings Via Analytics (1%) ● Representative Customer Assumption: $100m Revenue Software Company 1 1 See report section “ROI At Other Customer Sizes” for alternative ROI model returns: - $25m Revenue with Lower Margins: 1,653% (17x) 3-Year ROI - $50m Revenue with Lower Margins: 3,299% (33x) 3-Year ROI 1

Solution Overview: RELAYTO’s Of fi cial Description: “RELAYTO engages advanced algorithms to automatically revamp static content into interactive micro-sites that boost viewer engagement 24/7 - no coding required.” While the RELAYTO Context Experience Platform serves multiple functions and product categories 2 , this True ROI report focuses exclusively on RELAYTO’s ROI for the sales function. From a sales enablement perspective, RELAYTO provides an immersive, interactive, and secure environment for sales teams, clients, and stakeholders to collaborate, share information, and close deals remotely. It also provides a centralized location for storing and organizing all sales-related materials, such as proposals and marketing collateral. ROI Driver #1: Improved Pipeline Conversion Digital sales rooms can improve pipeline conversion and deal win rates for multiple reasons, including elevating the buying experience and increasing the number of buyer stakeholders engaged, greater buyer consumption of vendor collateral, and sellers' greater ability to tailor messaging based on buyer interactivity insights. Cloud Ratings customer interviews focused on changes in win rates after adopting RELAYTO. 2 Software categories served by RELAYTO include: Content Experience, Content Distribution, Content Analytics, Account Based Marketing, Flipbook, Presentation, Content Creation, Proposal, Sales Enablement, and Digital Sales Room 2

Interactive ROI Calculator

Opens Fullscreen

A RELAYTO customer experienced a 750 basis point increase in their win rate solely from deals that skipped the RFP process altogether. Relative to their pre-RELAYTO win rate (which was modestly above industry medians), this represented a 29% increase. Another customer attributed 35% (or half) of their 70% post-RELAYTO revenue improvement due to improved pipeline conversion rates. Driver of ROI Calculations: Metric Ref Comment Revenue $100,000,000 Revenue Growth 20.0% New Sales Per Year $20,000,000 a Win Rate (Industry Median) 18.0% b Winning By Design benchmarks Implied Pipeline $111,111,111 c = a/b RELAYTO Impact: Win Rate Improvement 7.5% d Customer interviews New Win Rate 25.5% b+d Sales from Improved Win Rate $8,333,333 e = c*d New Sale Contribution Margin 60.0% f Incremental Pro fi t $5,000,000 g = e*f RELAYTO Customer Quote: 3

ROI Driver #2: Reduced Micro-Site + Content Production Costs Instead of using digital sales room software, creating a “microsite” - or small website or a small cluster of pages meant to function as a discrete entity within an existing website - requires web development personnel to program. This web development personnel can be internal or external. Challenges of developing microsites include securing web developers' time, ensuring compatibility with other systems, quality assurance to ensure a user experience (UX) to brand standards, and ensuring a responsive user experience across various devices (i.e., mobile vs desktop vs iPad) and browsers. RELAYTO Customer Quotes: 4

Driver of ROI Calculations: Metric Ref Comment Customer Pipeline $111,111,111 a Via ROI Driver #1 Average Deal Size $50,000 b # of Deals In Pipeline 2,222 c = a/b % Deals With Micro-sites Prepared 10% d Before using RELAYTO Micro-Sites Made 222 e = c*d Equates to 6 sites per sales rep RELAYTO Impact: Prior Time Spent Per Micro-site 3 hours f Salary Of Web / Content Producer $80,257 g Web Designer Level II - Salary.com Overhead Burden 30% h Bureau of Labor Statistics (BLS): 41% Fully Loaded Annual Cost $104,334 i Cost Per Hour $53 j At 49 weeks/year at 40 hrs/week Cost Per Micro-Site $160 k = f*j Time Savings With RELAYTO 90% l Customer interviews New Time Per Micro-Site 0.3 hours m = l*d New Cost Per Micro-Site $16 n = k*(1-l) Savings Per Micro-Site $144 o = k-n Total Savings At Prior Volume $31,939 p = e*n % Deals With RELAYTO Micro-sites 60% q Micro-Sites Made With RELAYTO 1,333 r = c*q* Additional Sites With RELAYTO 1,111 s = r-e Compared to prior baseline Total Savings For Extra Sites $159,695 t = s*o Total Cost Savings $191,634 u = p+t 5

ROI Driver #3: Shareable Account-Based Marketing (ABM) Pipeline Expansion Using RELAYTO earlier in the customer buying process via account-based marketing techniques can increase sales pipeline. For example, one customer shared how a buying group member forwarded a sales presentation link, including an email-gated implementation plan, to a colleague who became interested. Despite being late in the sales cycle, the observable interactive features helped their salesperson expand the deal size. Notably, one RELAYTO customer interviewed as part of this True ROI study implemented a tactic to drive new buyer stakeholders to the sales process. Speci fi cally, the customer included an interactive slide for a buyer to envision - and even type in - additional stakeholders that the product post-implementation would impact. This led to a more customized presentation that engaged a broader universe of buyer stakeholders and picked up deal expansion momentum as the buyer stakeholder group expanded. Given the size of B2B buying groups, this can be a particularly impactful tactic: ● Gartner: The average buying team size is between 14 and 23 people ● Forrester: 66% of B2B buying groups are more than six people 6

For conservatism, this True ROI models pipeline expansion treating new RELAYTO content viewers like general website traf fi c in the following ROI calculations: Driver of ROI Calculations: Metric Ref Comment Customer Pipeline $111,111,111 a Via ROI Driver #1 Web Traf fi c Conversion Rates: De fi ned as “Web traf fi c to prospect” Gartner 6.10% Industry: Software Wordstream 2.23% Industry: All B2B First Page Sage 1.10% Industry: B2B SaaS Average 3.14% b Prospect to MQL Conversion 20.0% c Winning By Design benchmarks Web Traf fi c To MQL Conversion 0.63% d = b*c RELAYTO Impact: Increased Pipeline Via ABM $698,519 e = a*d Additional impressions via ABM Win Rate With RELAYTO 25.5% f Via ROI Driver #1 Sales from Pipeline Expansion $178,122 g = e*f Contribution Margin For New Sales 60% h Software gross margin less sales cost Incremental Pro fi t $106,873 i =h*g 7

ROI Driver #4: Sales Representative Time Savings Via Analytics RELAYTO's engagement analytics provide real-time insights into how users interact with each document, page, and asset in the Digital Sales Room. At the beginning of a sales cycle, analytics can save valuable time by helping to identify prospects who show little or no interest in the presented materials. Avoiding “digital ghost prospects” enables sales reps to focus their efforts on more promising leads. As the sales cycle progresses, the involvement of key Subject Matter Experts (SMEs) like CISOs, CFOs, CTOs, and CEOs becomes crucial. Analytics can streamline this phase by pinpointing the exact content that SMEs need to review, facilitating faster and more ef fi cient decision-making. Moreover, RELAYTO’s analytics features act as a 'digital fl y on the wall,' quietly observing how prospects interact with the information provided. This insight allows for tactical and strategic outreach that is based on data, rather than assumptions. One example from Cloud Ratings interview with a RELAYTO customer in the insurance brokerage industry: by sharing trackable assets with client employees, the brokerage was able to identify bene fi t areas - speci fi cally a telemedicine program - employees showed deep engagement. Using those analytics, the insurance brokerage and employer were able to design an improved employee bene fi t package that aligned with what employees actually valued. In other scenarios, analytics can identify buyer concern areas. For example, repeated opens of a “Security Overview” document would highlight security as a key buyer issue. 8

For modeling these time savings, Cloud Ratings assumed 1.0% of all SQLs show minimal-to-zero content engagement and are therefore avoided. Account executives referred to these unengaged prospects as “ghosts” in Cloud Ratings research interviews to set this assumption. Driver of ROI Calculations: Metric Ref Comment Revenue $100,000,000 Revenue Growth 20.0% New Sales Per Year $20,000,000 a Sales Per Year Per Sales Rep $673,000 b Key Bank SaaS Survey 2022 Number of Sales Reps 30 c = a/b Sales Rep On Target Earnings (OTE) $160,000 d RepVue Middle Market AE data Overhead Burden 30% e Bureau of Labor Statistics (BLS): 41% Fully Loaded Annual Cost $208,000 f = d*(1+e) RELAYTO Impact: Unengaged Prospects 1.0% g Assumption + sales rep interviews Avoiding Unengaged Rep Savings $2,080 h = f*g Per sales rep Total Cost Savings $62,400 i = h*c 9

ROI At Other Customer Sizes: $100m Representative Customer All detailed ROI Driver analyses presented above used a representative RELAYTO customer with the following key characteristics: ● Revenue: $100m, growing at 20% ● Industry: Software ● Contribution Margin On Incremental Sales: 60% (75% gross margin less 15% sales costs/commissions) Below, we summarize the ROI of RELAYTO at alternative customer sizes: Other Customer Size ROI Comparison: $25m $50m $100m Customer Revenue $25,000,000 $50,000,000 $100,000,000 Industry Services Services Software Contribution Margin on New Sales 25% 25% 60% RELAYTO Costs: RELAYTO Annual License $30,000 $30,000 $100,000 Implementation (Over 2 Months) $15,000 $15,000 $20,000 RELAYTO Impact: 3-Year ROI 1,653% (17x) 3,299% (33x) 4,748% (47x) Payback In Months 2.3 2.1 2.0 Annual Bene fi t $612,100 $1,222,120 $5,360,907 10

TrueROI Methodology Summary: Product Due Diligence Cloud Ratings conducted interviews with RELAYTO representatives and reviewed vendor informational resources to inform our customer due diligence process. Cloud Ratings also trialed RELAYTO to directly understand functionalities like creating a digital sales room. Furthermore, Cloud Ratings independently reviewed publicly available RELAYTO customer user reviews to understand customer experiences and use cases better. Customer Interviews Cloud Ratings conducted interviews with 3 RELAYTO customers to verify the quantitative and qualitative impact of RELAYTO within their organizations. All customer interviews were conducted independently and without participation from RELAYTO. Customer Industry Customer Notes Interviewee Marketing Software 300+ employees Director of Marketing Insurance Brokerage 30+ employees Managing Director Predictive Analytics 15 employees Head of Marketing True ROI Financial Modeling Customer interview results were translated into quantitative bene fi t and cost estimates for a representative RELAYTO customer. Industry benchmarks are employed in model calculations to re fl ect industry norms. True ROI Report Based on veri fi ed customer information, the Cloud Ratings True ROI report estimates the fi nancial impact of adopting RELAYTO. For purposes of conservatism, qualitative bene fi ts are not included in Cloud Ratings’ estimates of ROI or payback period. 11

True ROI Report Authors: Accountability and accessibility are core values of Cloud Ratings. Please do not hesitate to contact us if you have any questions, concerns, or feedback regarding our RELAYTO report. Matt Harney Founder matt.harney@cloudratings.com Gerelli Angga Research Associate About Us: Cloud Ratings is a customer outcomes-focused, data-driven software research analyst fi rm. We exist to allow organizations to make more con fi dent, lower-risk software purchasing decisions. Built upon investigative customer interviews, our True ROI Reports quantify and provide 3rd party validation of a software product’s business value. Our Cloud Ratings Category Reports combine user reviews with veri fi ed vendor data to impartially identify leading software products. cloudratings.com 12

Cloud Ratings Disclaimer and Disclosures: RELAYTO engaged Cloud Ratings to produce this True ROI report. While RELAYTO provided a list of customers to interview, all interviews were conducted without any participation by RELAYTO. Cloud Ratings makes no representation or warranty as to the fi nancial, business, and operational impact any speci fi c organization will receive by adopting RELAYTO. True ROI report readers are solely responsible for conducting their own due diligence in assessing the merits of adopting any technology solution, including RELAYTO. Furthermore, this Cloud Ratings True ROI report solely covers RELAYTO and does not evaluate the ROI available through products competitive with RELAYTO. While RELAYTO was provided an opportunity to identify any material errors derived from Cloud Ratings fi ndings, Cloud Ratings maintains absolute editorial control over all aspects of its True ROI reports. Cloud Ratings research analysis and publications represent opinions - expressed at a speci fi c moment in time - and should not be viewed as statements of fact. Cloud Ratings is not responsible for any incorrect information supplied by vendors, customers of vendors, or derived from publicly accessible information. Cloud Ratings assumes no liability for damages resulting from the application or usage of information, content, or research. Cloud Ratings disclaims all warranties as to the commercial success or outcome of any resulting business activities, vendor selections, or investment decisions from the information provided. 13