Case Study: Fortinet achieves 33% booked‑meeting conversion and personalization at scale with Uberflip

How Fortinet Launched and Scaled Their ABM Program

Fortinet, led by Hillary Lupo, faced the challenge of cutting through content clutter to deliver personalization at scale without adding budget, tools, or headcount. The team needed a way to increase relevance across marketing and sales touchpoints, align BDRs/AMs with corporate marketing, and make account-based personalization practical and repeatable across large lists of target accounts.

They implemented a 3‑tier strategy—start small, layer on, scale—powered by intent signals (Bombora, 6sense) and a martech stack that dynamically tied display, email, BDR sequences and custom content streams together (RollWorks, Eloqua, Outreach, Überflip, OptinMonster, Chili Piper). A pilot produced a 33% conversion rate to booked meetings (15× industry benchmark for cold outreach), 2.8× display CTR, 122% higher BDR email opens, 44% higher BDR CTRs and 7× reply rates; the program then scaled from ~7K to 30K accounts with automated, relevance-first personalization.

Fortinet

Hillary Lupo

Senior Manager, Growth Marketing