Marketing Tools – Available Resources Bill Campbell 20 June

Marketing Tools – Available Resources Bill Campbell 20 June 2018 www.covaris.com

Team International Rep Orgs Design (Collateral, Web, Slides) Market Expansion (China) SharePoint (Mugshots, News, Events, Collateral) Marketing (DCO, Pricing) Brand (Fonts, Slides, Collateral) Content (Collateral, Videos, Booth Cards) Product Launch (Corporate Look, Print) FFPE (tNA, Demos, tissuePICK, B2B, Automation) cfDNA (Column, Mag Bead, KingFisher) Comms (PR, Trademark, Comms Plan) truCOLLECT (Sterile, B2B) Epigenomics Automation (AFA Revolution, oneTUBE, LE220R-plus) ChIP (Chromatrap, UCSD HTP) Instruments (LE220-plus, ML220, Software) cryoPREP NGS (truPREP Library Prep, Ligation, Bead mixing) Reagents (Demos, Awareness) with Gene Co. Gene Co (Training, Liaison, Customer Visits) Strategy (SciLeads, Monocl, Bioz, BIG, Newsletter, Emails, B2B, China) Communication (MEx, Meetings) Reagents (OEM, Digital Marketing, Scale) Marketing in China with Gene Co. Events (Planning to Execution) Email Marketing, Display Advertising Social Media (Events, Publications) Social Media, Website SalesForce (Leads) Blog, SEO, Sales Enablement Proprietary 2

H2 2017 Accomplishments Instrument training slides, list of corporate presentations Monthly outbound email newsletters (3) Increase # of leads and engagement for ASHG (ASHG leads in 2017 leads in 2016, 2015 and 2014 combined) Weekly postings on social media (Daily) Covaris banner ads (start with rotating RNA-seq; ChIP AdWords) All ChIP activities as model for other PM (S-Curve, Constant Contact, Promo code, SciLeads, B2B) Share info with sales: Monday staff updates, project list, events info Tear away lead collection forms Adhesive business cards New freebies iPads at conferences (3; use for leads, surveys, videos, presentations) AKROO (not useful; need to manually type all info) Surveys at conferences Proprietary 3

Increased Leads at Conferences SciLeads keywords to email attendees Bag insert with raffle drawing Bat fidget spinner Pre-show emails Social media Home page slider New booth & set up Proprietary 4

Increased Leads from Email Campaigns 20 email campaigns in 5 months 12,000 opens, 400 clicks 183 oneTUBE, 83 ChIP, 76 LE220-plus, 59 FFPE, 13 truCOLLECT 61% open rate, 16% click rate for oneTUBE follow up Newsletters 2,000 to 3,000 opens, 160 clicks Proprietary 5

Rep Portal https://covaris.com/covaris-international-representative-portal/ Password AFA-energetics Proprietary 6

Rep Portal Proprietary 7

Rep Portal Proprietary 8

Rep Portal Proprietary 9

Rep Portal Proprietary 10

Website Proprietary 11

Website Proprietary 12

Website Proprietary 13

Website Proprietary 14

Website Proprietary 15

Website Proprietary 16

Website Proprietary 17

Website Proprietary 18

Social Media LinkedIn Twitter Facebook Proprietary 19

LinkedIn Highest Performing Posts Impressions 2176 2290 Proprietary 20

Twitter Proprietary 21

Facebook Proprietary 22

Newsletters On Rep Portal On Website Proprietary 23

Newsletters Proprietary 24

Newsletters Proprietary 25

Newsletters Proprietary 26

Newsletters Proprietary 27

Newsletters Proprietary 28

Newsletters Proprietary 29

New Product Announcements Proprietary 30

New Product Announcements Proprietary 31

New Product Announcements Proprietary 32

Webinars https://www.labroots.com/webinar/chip-mouse-brain-tissueinvestigation-stress-alters-5hmc-tf-binding http://view6.workcast.net/register?pak 6743944324498314&referrer ScienceWebsite Proprietary 33

2018 - ADKAR – Embracing Change New marketing team, more leads, more sales training, new products, automation https://www.prosci.com/adkar Proprietary 34

A View From 30,000 Feet for CY 2018 New products: AFA Revolution, FFPE, cfDNA, truCOLLECT, ChIP, Ligation/mixing, ML220 35 conferences in 2018 (small and large) Pardot and SalesForce usage Software: SciLeads, Monocl, Customer Satisfaction (GetFeedback) Collaborations: Perkin Elmer, Hamilton, Tecan, Dynamic Devices, Thermo, Neoteryx, Chromatrap, UCSD Content refresh: Collateral, website, inserts in boxes, SharePoint, HTML Email signature, YouTube page videos Email campaigns: By product, to past/current customers, nurturing campaigns, follow up to shows/newsletter Ads: AACC/CLN, AdWords, Science, Nature, RNA-Seq blog, GEN, GenomeWeb, CAP Today, Biocompare, DDN, Linked In, Facebook Tufts Marketing project on reagents Core program: HMS ChIP and beyond Videos: AFA Revolution, oneTUBE/LE220-plus, FFPE tNA, FFPE/cfDNA on KingFisher, ChIP ROW: Rep meeting in Woburn, rep portal, China reagents focus Presentations: By application, by product, for tradeshows, corporate overview Webinars: ChIP, FFPE Pricing: Promotional discounts (in boxes, for demos, as campaign) Community: FFPE, focus group, blog Customer feedback: Satisfaction surveys, reviews, testimonials References: Bioz Proprietary 35

Tool - SciLeads Proprietary 36

SciLeads – Trade Shows Proprietary 37

SciLeads - Funding To overcome these barriers, the goal of this project is to develop a robust tool that will both allow retrospective studies on HER2 isoforms and enable isoform screening on a patientto-patient basis to tailor breast cancer treatment. Our efforts fill a major gap in cancer research: the limited ability to scrutinize tissue sections for protein targets that either lack highly specific antibody probes (analytical) or lose epitope integrity during tissue processing (pre-analytical). Proprietary 38

SciLeads – Purchasing (beta) Proprietary 39

Monocl Proprietary 40

Tool - Monocl Proprietary 41

What is an Email Address Worth? Benefits of email Reduced cost, time and effort Real-time message Segment customers More frequent communication Emails can be used in viral marketing, i.e. they are passed to people we do not know From Data & Marketing Association Proprietary 42

Conference Strategy Schedule B2B meetings ahead of time Use SciLeads to email relevant content prior to show, schedule meetings, determine which posters to visit Pre-show email, social media, homepage slider, bag insert Freebies for key customers (t-shirt, charger, calendar) 10x20 booths at key shows: SLAS, ASHG Post-show follow up email Leads to sales Proprietary 43

Pardot Marketing Automation Email marketing Lead nurturing Forms and landing pages Hosted and tracked marketing files Dynamic content Progressive profiling Lead scoring and grading Automated lead assignment Visitor tracking Real-time sales alerts Closed-loop reporting Proprietary 44

Purchase Funnel Proprietary 45

Plans: Marketing & Product Launch Instruments AFA Revolution Consumables oneTUBE: 50 uL, 8 strip, one plate, 384 Reagents FFPE column, bead, sizes, automation cfDNA bead, sizes, automation, KingFisher truCOLLECT sterile, double swab ChIP improve steps, downstream reagents, high throughput Mixing/elution/hyb Proprietary 46

Video Will claim 80% of all web traffic by next year Adding it to email boosts click-through rates by 200-300% Embedding them in landing pages increases conversion by 80% 90% of customers report they help with purchasing decisions Mobile video consumption grows by 100% every year 64% of customers are more likely to buy after watching a video 87% of online marketers use video in their strategies Video ads 35% of all ad spending online 59% of company decision makers would rather watch a video than read 1 minute of video content 1,800,000 words Proprietary 47

Questions & Comments John Doe September 00, 2017 www.covaris.com Proprietary 48