How a Network Security Provider Drove 10,000 Visitors in 24 Hours
Hillary Lupo, Global Marketing Campaigns Manager shares how Uberflip was the solution to act as first responders amidst panic.
The Company: Fortinet
Fortinet is an industry leader in delivering broad, truly integrated, high-performance security across the IT infrastructure. They provide top-rated network and content security, as well as secure access products that share intelligence and work together to form a cooperative fabric.
Their market position and solution effectiveness have been widely validated by industry analysts, independent testing labs, business organizations, and media outlets worldwide. They are proud to count the majority of Fortune 500 companies among their satisfied customers.
The Problem: A Need For Speed (To Publish)
Before Uberflip, the Fortinet team relied on making changes to their website or creating robust Eloqua landing pages, to deliver new marketing campaigns and content. Despite a collaborative and willing team, the process was inherently time consuming and required development resources cross-functionally. This created a bottleneck that limited their ability to quickly respond to changes in the marketing landscape.
In an industry where global security threats happen in minutes, it was more important than ever for the Fortinet marketing team to find a solution that allowed them to respond quickly and provide valuable information and insights to their customers first.
With an internal content management system, a blog, stand-alone landing pages, and their website, Tim Freestone, Sr. Director of Demand and Creative Services, struggled with having to direct users to multiple separate experiences for their content. They needed a better way to consolidate their broad library of content into one cohesive resource for demand generation, sales enablement, and customer success.
"It just made sense to bring everything together in one place for the user and customize the experience for them. It was the customized element that we were really looking to achieve," said Freestone.
"We were looking for a solution to a scalable, tailored email newsletter,” said Hillary Lupo, Global Marketing Campaigns Manager. “Uberflip's ability to tag and sort content to deliver custom experiences to our customers was key to developing our model."
The Solution: A Hub to Respond to Threats
For a small team working to build and consolidate all of their content into one Uberflip Hub, the help of Uberflip's onboarding and support teams was critical.
"It was a team effort between a few of us,” said Lupo. “Although I was the train conductor, our graphic designer, Eloqua manager, and campaign team all pitched in to get the pieces in place for the Hub. A nimble team and a nimble tool make for quick execution. The Uberflip support teams have also been integral to our success. Having Nathan on the line at any given time allowed us to act quickly and implement custom code to launch our campaign before the entire Hub was ready."
With the ability to now scale their content creation and consolidate it into one location, Lupoand her team were able to launch a company newsletter, tap into their attentive audience of users, and direct traffic directly to their Uberflip Hub. This newsletter is specifically what allowed them to activate their database of users during the recent Petya ransomware threat.
The Results: Acting as First Responders Amidst Panic
In June 2017, many organizations in Europe and the US were crippled by a ransomware attack known as "Petya." There was an immediate demand for expert information on the virus, the impact it was having, and the measures that could be taken to minimize risk to organizations. This demand provided an opportunity to Fortinet and its competitors to show their industry expertise and leadership by responding first.
With Uberflip, they were now able to quickly create a customized Stream of content in their Uberflip Hub specifically focused around the Petya attack. More importantly, they were able to create and publish it within a few hours.
It's also made it far easier for Lupo and her team to share information and campaigns with their global marketing teams. In the case of the Petya threat, Lupo was able to share the Petya Central Stream with her Latin America team that was first to detect the threat. Instead of sending them multiple links to separate pieces of content, Lupo was able to share a single content experience that they could distribute to their customers.
"We can create landing pages fairly quickly, but not with the dynamic interface or RSS feeds that Uberflip offered,” said Lupo. “The Petya hub was unique in bringing together outside news with Fortinet content, which has not been done before to my knowledge."
This lighting fast response time enabled them to be the first to deliver this high-demand content to their users. And the results were tremendous. In just over 24 hours their Petya campaign stream was visited by more than 10,000 unique visitors, resulting in 300+ leads driven to their demo sign-up page.
"It wasn't just that we were able to provide the information, but showing organizations that we were capable of providing it the fastest gives them confidence and establishes us as leaders"
The results were not only in the numbers, but in the positive feedback Fortinet received from their customers. The Fortinet sales team was able to use their Uberflip Stream as a rapid response to the threat, which combined with other efforts, led to great customer feedback about their company.
"A product is only as good as you know how to use it and Uberflip has made it really easy to use,” said Lupo. “So far we are getting great feedback from the organization and are looking forward to fully rolling it out across the organization as we scale.