Fortinet, Best Account Based Marketing Program

June 26, 2019 Laurie Piltz

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Fortinet provides premium network and content security, as well as secure access products. 

Objective: ABM Program Scaled Globally

Fortinet wanted to book meetings in key enterprise whitespace accounts that traditional marketing failed to penetrate with traditional demand generation. They also wanted to create marketing programs that connected with their tech stack, and to build an ABM program to be scaled globally. 

Solution: Leveraged Uberflip to Balance Personalization

With little budget and a team with little appetite for ABM, Fortinet used their previous assets and combined them to generate high-value assets for their tech stack. They then leveraged Uberflip AI to find the right balance of personalization for their customers on a larger scale. With this, content was then grouped into themes and products and solutions, which were scalable to replicate across accounts, allowing for personalization without using too many financial or human resources. 

The Results

  • 33% conversion rate for targeted accounts to booked meetings

  • 15x better meeting conversion rate than industry benchmark for cold outreach

  • 2.8x industry benchmark for click-through on display ads

  • 122% increase in BDR email open rates

  • 44% increase in BDR email click-through rates

  • 7x increase in reply rate to BDR sequences

  • Asked to expand globally to 7,000+ accounts

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GTT, Best Account Based Marketing Program
GTT, Best Account Based Marketing Program

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