CHECKLIST

Running a Successful Campaign

Roadmap to Success
Marketing responses can take multiple touches to move through the funnel, so you’ll want to have a comprehensive journey
in place to ensure that leads will be nurtured through to pipeline.
When executing one of the Co-branded Campaigns, as a part of your overall plans, here are marketing- and sales-led
follow-up options you can consider. These do not need to be completed in the order listed below.
nnCheck
out the relevant Solutions Hub on the Partner Portal for resources and assets to enable Sales to LEARN about,
PROMOTE, and SELL the solution.
nnGet specialized to become a partner of distinction and receive additional benefits.

Nurture Activities

Social
nnFortinet Partner Social to increase interactions with your followers, boost your web traffic, and generate awareness
through social media.

Website
nnCo-branded Video – Work with your Channel Marketing Manager to create a co-branded video, which is one of our
Marketing-as-a-Service Program (MaaS) offerings, to add to your website, use in social media, YouTube, run at events,
promote via email to your database, or encourage sales to promote in their email outreach.
nnPartner Demand Center for Content Syndication – Use this tool on the Partner Portal to syndicate Fortinet content on
your own website, bringing more demand directly to you. Once the Showcase is launched on your website, you can
execute Fortinet co-branded email campaigns directly from the platform to your target list.

Run an appointment-setting campaign (sales-led activity)

Use these assets to help support your calling efforts:

nnPartner Sell Sheet – Prepare for sales calls with these 2-page at-a-glance that covers the market opportunity, target
personas, business challenges, discovery questions, and overcoming objections.
nn10 Minutes to Sell – Guidance in a short, digestible format to learn about product business drivers, what to look for, and
how to identify opportunities with your install base/net new opportunities.
nnCustomer Presentation – Use these presentations for customers and prospects.

Run a self-service co-brandable email campaign for additional touches (marketing-led activity)
nnUse the relevant Campaign at a Glance to help guide you through the process.

Run a CTAP (Cyber Threat Assessment) co-brandable email campaign

nnCTAPs are ideal for middle to bottom of funnel engagement and drive conversion. View the CTAP Sales methodology
to learn more.
Events
nnInvite your customers/prospects to your events, Fortinet Demo Days, or to attend FastTrack. Content support may
be available depending on the type of event.

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CHECKLIST | Running a Successful Campaign

Best Practices for an Integrated Marketing Plan

~10-12 touches staggered between 2-4 week intervals

Touch 1 2 3 4 5 6 7 8 9 10 11 12

Social media—Ongoing/Always on awareness

Top of Funnel

Middle of Funnel
Top of Funnel Assets and Activities Include:
nnSocial media
Bottom of Funnel
nnCo-branded videos Middle of Funnel Assets and
Activities Include:
nnEmail marketing
nneBooks and white papers Bottom of Funnel Assets and
nnContent syndication with agency (paid) or Activities Include:
nnEvents—webinars, Event in
utilizing Partner Demand Center (no charge) a Box (joint partner/Fortinet nnSolution briefs
nnEvents—tradeshows events)
nnSales outreach
nnCopy blocks nnAppointment-setting
campaigns—LinkedIn, nnLive demos
nnChecklists and infographics Call Blitz workshops nnHigh-touch executive
nnCTAPs events/dinners
nnSales outreach—seller emails

Product Campaign Best Practices Timeline

~10-12 touches staggered between 2-4 week intervals

Week 1 Week 3 Week 4-5 Week 6-7 Week 8 Week 9 Week 10 Week 11

Social media—Ongoing/Always on awareness

Email #1— Email #2— Email #3— Email #4-5— Host webinar Appointment-
Promote Promote Invite to Reminder setting
eBook or video webinar to register/ campaign Future nurturing
white paper attend
webinar

Social Social Social Social Social

post #1 post #2 post #3 post #4 post #5

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or company names may be trademarks of their respective owners. Performance and other metrics contained herein were attained in internal lab tests under ideal conditions, and actual performance and other results may vary. Network variables, different network environments and other
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February 12, 2022 12:10 PM

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