Uberflip Featured Hub: ready.fortinet.com
Hilary Lupo is Fortinet’s Global Marketing Campaigns Manager and a nominee for this year’s Marketer of the Year award. In April 2017, Hillary and her team were looking for a way to create a customer newsletter model and content experience with scalability, repeatability, and personalization at the heart. Hillary’s team began creating a true content experience, where the problem, value proposition, and call-to-action all aligned with the audience’s pain point and allowed them to experience that journey of discovery to conversion at their own pace. As a result, through connecting disparate pieces of their marketing tactics into one, cohesive machine she’s helped the organization improve collaboration internally as well as power consistent messaging and re-engagement for customers and prospects. Through the use of the hub they have seen higher engagement with 30 percent lower bounce rates than other demand properties, 20 percent bounce rate reduction on the hub from Q3 to Q1 and a 3x increase in session duration from other demand properties.