Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

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MEDIA 7 | November 28, 2019

Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing. MEDIA 7: What’s your superpower? ED BREAULT: I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand. M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years? EB: There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game. Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.

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DESIGN, ENGINEERING TECH

Ardurra Group | February 02, 2023

On February 1, 2023, Littlejohn & Co. LLC, a renowned private investment firm, announced that it has partnered with the firm's employees and management to acquire Ardurra Group, Inc., a leading provider of multidisciplinary engineering and design services to the transportation, water and aviation end-markets. Ardurra's management team and employees will retain a major stake in the business. The Financial Terms of the deal were not disclosed. Ardurra, headquartered in Miami, FL, provides intricated design and engineering services for water, transportation and aviation to end markets in the Southeast, Central, Southwest, and Northwest regions of the United States. Ardurra's services positively impact the country's vital infrastructures by offering innovative and technology-driven solutions to municipalities, state government entities, utilities, and enterprises. Ardurra's work allows local communities to supply citizens with clean water, implement transit and transportation solutions, treat wastewater, and construct sustainable, resilient infrastructure. Ardurra's CEO Ernesto Aguilar commented, "We set out to build a culture-focused firm that provides exceptional solutions to our clients through the hard work and commitment of our talented employees." He added, "Littlejohn has an impressive track record of building enduring value for its portfolio companies, and we are excited to partner with them as our Company enters this new chapter. Littlejohn shares Ardurra's values and commitment to providing world-class service, and this partnership will enable us to accelerate growth while we continue to innovate as one of the country's leading engineering and design firms." (Source – Business Wire) About Ardurra Group, Inc Ardurra provides intricate engineering and design services for water, transportation and aviation to end markets in the Southeast, Central, Southwest, and Northwest regions of the United States. With a sizeable community of specialists, engineers, and designers, it provides a unique blend of expertise and innovation. Ardurra's services positively impact the country's vital infrastructures by offering municipalities, state government entities, utilities, and enterprises innovative and technology-driven solutions. The company has about 1,250 highly skilled employees across 70+ offices and was ranked No. 114 on the Engineering News-Record (ENR) Top 500 Firms list for 2021.

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ROBOTICS AND AUTOMATION, ENGINEERING TECH

Hilti | January 27, 2023

On January 26, 2023, Hilti North America, a provider of innovative tools, software, technology, and services for the commercial construction industry, introduced the PLT 400, a digital layout tool created to help increase the productivity of jobsite layout crews. Single-operator tools like the PLT 400 are vital due to continued labor shortages and jobsite restrictions. This tool improves accuracy and layout speed, features advanced prism tracking and auto-calibration, and requires minimal training. Improved technology, faster layout, and fewer labor hours contribute to a cost-saving and productivity-boosting solution for jobsites. The PLT 400 can lay out digital BIM (Building Information Modeling) designed plans without the time-consuming step of creating points on the plans first. It can also help keep your BIM model up to date during the construction process, contributing to an optimized end-to-end workflow. The company's digital construction software is also compatible with AutoCAD, Revit, and other specialized layout platforms. The layout tool works in tandem with Hilti's entire solutions ecosystem, including ON!Track and the Fleet program. Aside from access to high-performance tools and cutting-edge technology, Fleet customers also receive free verification of tool accuracy, complying with manufacturer specifications and theft coverage to reduce unexpected expenses and financial risk. In addition, the PLT 400 comes with an industry-leading Tool Warranty and is available in the United States and Canada. Michael Haugtvedt, Product Manager at Hilti North America, shared, "We took customer feedback on our previous total stations and addressed those pain points with the launch of the PLT 400." He added, "This camera-based tool has enhanced prism tracking and upgraded communications making sure you stay connected and increase layout productivity on the jobsite, while a built-in calibration module helps ensure your layout is within spec every time you turn the tool on." (Source – PR Newswire) About Hilti North America Based in Plano, Texas, Hilti provides technology to make construction more efficient, sustainable, and safer. The company's products, systems, and services provide construction professionals with innovative solutions with exceptional added value. Its product line includes cordless tools, grinders, drills, saws, fasteners, anchors, and design/layout software and services. With more than 3,800 team members in North America, Hilti is committed to providing exceptional customer service and engagement.

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ENGINEERING TECH,CONSTRUCTION

Microdesk | January 20, 2023

On January 19, 2023, Microdesk, a leading BIM, Enterprise Asset Management (EAM) and Virtual Design & Construction (VDC) services provider, announced a new collaboration with One Click LCA, the global leader in construction Life Cycle Assessment (LCA), and Environmental Product Declaration (EPD) software. Building LCA is a scientific methodology for quantifying a building's lifetime environmental impacts, and One Click LCA makes the assessment simple as the science is built into the tool. One Click LCA assists in measuring and reducing the ecological consequences of buildings, achieving green building certifications, and complying with legislations that are now required in many countries. Michael DeLacey, Chief Executive Officer at Microdesk, commented, "Joining forces with One Click LCA gives Microdesk a tremendous opportunity to help our clients achieve and accelerate their goals to decarbonize the AEC industry and support sustainability." He also added, "We are committed to providing the most effective and innovative technologies and tools and One Click LCA delivers that with software that adds value to all facets of planning and building while supporting the environment in a meaningful way." (Source – PR Newswire) The environmental goals the construction industry strives to achieve extend to the products used in construction of the projects as well. As a result, manufacturers are responding to the growing demand for Environmental Product Declarations (EPD) in order to reliably quantify and convey the lifetime environmental effect of their products. The LCA and EPD solution from One Click LCA provides manufacturers with an easy way to deliver third-party validated EPDs based on US and international standards. About Microdesk Headquartered in Nashua, New Hampshire, Microdesk is a leading BIM, Enterprise Asset Management (EAM) and Virtual Design & Construction (VDC) services provider. It was founded in 1994 as an Autodesk Reseller with a mission to help Architecture, Engineering, Construction, Owner/Operators, and GIS organizations improve workflows and integrate project delivery technologies. The company has over 30 years of experience adopting innovative technologies and processes, as well as sustainable design and building initiatives. Its increased emphasis on digital transformation is another indication of the company's tradition of introducing new tools to the AEC industry in order to boost sustainability, efficiency and the ability to respond to macroeconomic changes.

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