Learn how Hillary Lupo, Fortinet’s Global Marketing Manager, was able to react quickly, beat out competitors, and be seen as a thought leader in the network security industry with one campaign using Uberflip. Presented at Oracle's Modern Customer Experience 2018, Uberflip President and CMO Randy Frisch joined Hillary to explore how she saw an opportunity and was able to react quickly, to deliver a relevant and dynamic campaign.

1. 1
Randy Frisch
President & CMO
Uberflip
Hillary Lupo
Global Marketing Campaigns
Manager, Fortinet

2. The way we experience
content matters!

3. What does this mean
for marketers?
What does this mean for marketers?

4. of North American B2B marketers
indicate they will increase their
content spending through 201739% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
What does this mean for marketers?

5. buyers weighing in
and ABM is on the rise6.8 —Gartner (CEB)
What does this mean for marketers?

6. The average number of assets
downloaded before making a
purchasing decision7.0 — IDG 2017 Customer Engagement Research
What does this mean for marketers?What does this mean for marketers?

7. of pipeline stalls because reps are unable
to add value—they need to find and share
the right content at the right time.58% —Salesforce
What doesthis mean for marketers?What does this mean for marketers?

8. We need to
align content
at every stage
of the buyer
journey
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration

9. We Need to
Start Marketing
Our Content

10. “Hey Uberflip” – Questions
Alexa Can’t Answer
How a Network Security Provider Drove 10,000 Visitors
in 24 Hours with Uberflip / Rapid Response Marketing

11. 11
Hey Alexa… Hey Siri… Hey Google...

12. 12
What’s the last
question you asked
beyond “what time
is it?”
Did you get the
answer you were
looking for?
If you didn’t get the
answer, where would
you go next to get it?

13. If you could ask one question
about how to increase success as
a marketer, what would it be?

14. 14
“Hey Google, Where
can I find a long,
green dress for my
friend’s Yosemite
wedding?”
“Search for green
bridesmaid dress”
“Search for green
dress”
“HELP!”

15. 15
Search Marketing
Where can I buy long green dresses?
Display Ads
Billboard, targeted ads
Predictive
Intent or retargeting

16. People are looking
for solutions to
their problems.

17. People are looking
for solutions to
their problems.
Companies are
looking to sell their
products.

18. People are looking
for solutions to
their problems.
Companies are
looking to sell their
products.
GAP

19. Relevancy Personalization Context
Hey Uberflip

20. We need to create experiences.
We need to go further.
We need to think bigger.

21. 21

22. 22
Traditional Marketing -
Product Centric
Customer
Needs
Solution

23. Impact

24. 24
Standard Marketing ProgramRapid Response Marketing 1
Promo

25. 25
Standard Marketing ProgramRapid Response Marketing 1
Promo Landing Page

26. 26
Standard Marketing ProgramRapid Response Marketing 1
Promo Landing Page Email

27. 27
Standard Marketing ProgramRapid Response Marketing 1
Promo Landing Page Email Asset

28. 28
Standard Marketing ProgramRapid Response Marketing 1
Promo Landing Page Email Asset

29. 29
Go Further. Think Bigger. Create ExperiencesRapid Response Marketing 2

30. 30
● Problem-forward
● One-stop shop
● Value > Sales
● Thought leadership
● Trusted resource in
times of crisis
Creating
Experiences

31. 31
10,000+
unique visitors
on their Petya
campaign within
24 hours

32. 32
Integrations
Brand Content
Ungated
Brand Content
Lead Gen
3rd Party News

33. 33
300+
leads
driven to our demo
sign-up page
within 24 hours

34. 34
Rise
●Push beyond creative boundaries
●Experiment
○ Success coaches
○ Onbrand
○ Technical support
●Quick execution
MANAGE YOUR HUB’S CONTENT

35. 35
3 hours
Less than
to create personalized
Streams of content

36. 36
Influence
● Data-driven decisions
○ Visitors
○ Conversions
○ Content – Flipbook metrics
○ Cross-functional uberflippers

37. 37
7.5
minutes
On average readers
engaged with our top
10 content pieces for

38. 38
Create
● Explore other use-cases
○ Customer newsletters
○ Webinar promotions
○ Meeting scheduling
○ Sales enablement

39. Hey Uberflip

40. www.linkedin.com/in/hillaryannlupo/
Hillary Lupo
Global Marketing Campaigns
Manager, Fortinet