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