Challenge • Unity (NYSE: U) is the world’s leading platform for creating and operating real-time 3D (RT3D) content. Creators, ranging from game developers to artists, architects, automotive designers, filmmakers, and others, use Unity to make their imaginations come to life. • While Unity has expanded to industries beyond gaming for years, there is a brand perception of Unity as solely a video game company, which presents an awareness challenge when engaging customers outside of gaming. • The Unity team made a plan to aggressively target new sectors. “One of the reasons we decided to create the demand generation account-based marketing (ABM) engine was to support the sales team as we tapped into new industries and expanded Unity’s presence in the games space,” says Jona

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