Name: Sophos Marketing Circle: More Leads, Made Easy for Sophos Partners
Uploaded: 2026-03-12T11:31:34.455Z
Duration: 58 min 52 s
Description: Sophos Marketing Circle: More Leads, Made Easy for Sophos Partners

Transcript for "Sophos Marketing Circle: More Leads, Made Easy for Sophos Partners": Good morning, good afternoon, and good evening depending on where you are joining us from, and welcome to the March edition of our, software marketing circle webinar. My name is Camilla Lima. I'm a channel marketing specialist here at Sophos. And today, I have some very special guest speakers with me. We have Jack and John, which are our experts and on digital campaigns and everything digital. And then I have my colleague, Abhilash Singh, which is our channel marketing specialist. Hello. Welcome. Thank you for joining us. Hello, everyone. Morning. Yes. Us. Okay. So I see that some people are still joining, so I would wait wait a couple minutes before starting. But in the meantime, let me give you a couple of housekeeping points. So first thing, on the right hand side of your screen, you will find a blue button blue not a blue button, a blue box called q and a where you can ask all of your questions. Make sure to ask all of the questions that might come to your mind. We will make sure to answer as many as we can throughout the sessions, but we will also leave a couple minutes at the end of the webinar to answer some of them live. Then one of the most frequently asked question is whether the webinar is recorded. And, yes, the webinar is recorded, and we will be emailing the recording along with the slides to all of you, I think, in the next twenty four hours. So watch out for an email that will reach your inbox tomorrow probably. And okay. I have I'm just watching the chat very quickly, and I have Nathendi saying hello from Greece, from sunny Greece. So hi. Hello. Thank you for joining us. And I can see that the number of people that have joined us this morning is steady, and I think that we can definitely start and kick off the session. I will start by briefly explaining the agenda and what you can expect from today's session. First thing is we are going to talk about the new campaigns that are available within the partner portal. Right now, we have launched a new revamped version of our partner portal, and therefore, also our campaign section has been new or modernized, I would say. And in this session, we will drop we will talk through the partner portal announcement that we did, and we will also show through a demo how the new campaign section in the partner portal has been built and is ready for you to use. Then I will hand over the stage to Jack and John that will carry out the third part of our digital best practice series. And last but not least, my colleague, Abilasha, will talk about the lead generation tools that we have available for free on the partner portal. If this is the first time that you have joined us, please make sure to watch until the end because Abhilasha will give you insights on how to make the best out of, softwares marketing. Okay. So let's start. Today, as I just mentioned, I will talk about two new campaigns that we have available within the partner portal that are designed to help you generate demand and accelerate pipeline. Some new campaigns will come throughout the next few months, but let me start by talking about our prevention first for Sophos endpoint campaign and our firewall displacement campaign. Both these campaign are built to be practical, customizable, and easy to execute. Okay. First campaign is prevention first. As the name already suggests, of the strongest security strategy that anyone can can adopt is to stop attacks before they even begin. And this is exactly the message behind our prevention first campaign. What we are saying with this campaign is that with Safos endpoint, we focus on shutting down ransomware and blocking malicious attempts before they can strike. And if you think about it, that is a very powerful powerful message to give to your customer because better prevention doesn't just mean better security. It also means better performance and better operation and lower operational or better operational costs. Right? And from a marketing perspective, perspective, this campaign is designed to help you drive awareness and demand around this value proposition. And, also, you are not or left alone or you you don't need to start from scratch. Right? We have built a complete lead generation plan that is available within the banner portal and includes, for example, cobrandable emails, social media kits, web banners, landing page templates, blog articles, and even an infographic. So I would say that whether you decide to build your strategy around emails or if your strategy is content driven or social media first, we have a full tool toolkit for you to use. Next up is our firewall displacement campaign. As you're probably aware, region breaches have made one thing very clear that a modern secure security architecture is no longer optional. Right now, especially in these times, customers are evaluating their firewall vendors, especially, of course, at renewal times, and that creates a big opportunity for you. This is why we have created this stage play that will help you position Sophos Firewall as the smarter, stronger alternative. Software offers enterprise grade protection, simplified management, and excellent value. Again, also for this campaign, we have a ready to execute outreach plan on the partner portal where we have, for example, dedicated landing pages, web banners, email templates, social media types, and supporting sales assets. Our suggestion is to use this play this sales play when targeting new logo prospects that have a firewall renewal approaching or existing customers that are running competitive firewalls. Again, all of these sales play gives you a structured way to start this placement conversation with ease and with confidence and provides you all the assets that you might need. Now I've talked about these new two campaigns that are available within the partner portal, but what I want to emphasize is that these campaigns are not just sales bundles, but they are guided playbooks. As I mentioned at the beginning, we have relaunched our new our partner portal, and we have added a new campaign section that really helps you go step by step through the marketing elements and through the marketing funnel. In fact, inside the partner portal, again, you will find all of these campaigns that are built step by step to make your execution faster, and that will help you drive awareness, engage with prospects, and move opportunities forward. Now before diving into the partner portal enhancement and what is new, let me give you a quick tip a few tips, quick tips, to get you started. First thing is, as I just mentioned, our campaigns are fully customizable, meaning that you have a wide variety of assets from emails to social media templates, landing page, social or infographics so that you can choose the asset and the tactic that best match with your marketing plan and resonates with your audience. Then make sure to leverage the referral ID. Again, if you're unfamiliar with what the referral ID is, please watch our this today's session until the end. My colleague, Abilasha, will give you overview of where to find the referral ID, what the referral ID is, and what the benefits of using the referral ID are. The good news is, and I will give you a quick preview of what is to come, is that all our co brandable emails now include the Sophos referral ID that will help ensure that all the leads that you create via your marketing activities will automatically appear in your partner portal and so so that you can own them and move them forward in the sales cycle. Then finally, upload your logo and company name in your profile settings. This is a one time action that will enable you to automatic co brand materials across our campaigns. Again, this is a quick action, and during our live demo in just a few slides, we will show you how to do so. But now, as I just mentioned, we have done a lot of enhancement to our partner portal. So let me show you what's new. So first, we have introduced personalized partner paths to support onboarding, training, and sales growth. We have streamlined our our asset library, and that it's now easier to navigate, and the partner portal partner locator, sorry, has also been revamped. And most importantly, what I've been talking through the the entire time is that we have strengthened our demand generation capabilities. Meaning that now we have a step by step campaign block book playbooks, sorry, that I will show you during our live demo. We have smarter email templates with auto co branding and referral ID built in. We have social media sharing button so that you can share our premade types directly on your with your network or link within Facebook x or whatever network you choose to to be on. And all of this is designed to generate more visibility, more engagement, and more pipeline. Then I can see in the chat that some questions are already popping in regarding the new partner portal, and I just want to reassure you that there are no changes to login processes or business transactions, meaning that everything operational state stays the same. So if you didn't log in into the new partner portal just yet, you can do so by using your existing login credentials. Those didn't change from the old partner portal to the new partner portal. Okay. Next up, quick preview of our home page of the partner portal that has been redesigned to be more intuitive, streamlined, and action oriented. From the login dashboard, you can now quickly access key actions like launching campaigns, for example, managing users, registering deals, and accessing the asset library. In the top navigation menu, you will find a section called marketing. If you click on the on that section, you will also be able to find your unique referral ID. The idea here was to bring everything together into one clean and modern interface so that you spend less time navigating and have everything at ease. Okay. As I mentioned, we have also enhanced our asset library, making navigation and filtering easier with new search and filter capabilities. You can now filter easily by asset type, product, or campaign so that you can quickly identify the most relevant materials. You can now filter and search easily for marketing materials, sales source, all tech technical documents. Don't forget that this is a very important action that we will show you in our demo in just a few seconds. Please make sure to select your preferred language directly from the user profile under asset preferences, ensuring a more personalized experience. I forgot to mention this before, but our partner, Porta, supports our core languages, which are, of course, English, German, French, Spanish, and Italian. So if you select your preferred language under your user profile, you will make sure that you will see the assets available in your desired language. Now moving on, I will now start our partner portal campaign demo. Hi, everyone. Thanks for joining. In this short demo, we are going to show you our new guided campaign functionality in the partner portal designed to make it faster and easier for partners to launch effective marketing campaigns with Sophos. In this demo, I'll walk through where to find guided campaigns, how they work, and how you can execute a campaign with minimal effort. Guided campaigns were created to make marketing execution easier and more scalable for our partners. We know not every partner has a full marketing team or time to build campaigns from scratch. These campaigns remove the complexity by packaging strategy, messaging, and assets together so partners can focus on launching and generating demand. Let's start here. Before launching any campaigns, upload your company logo. This activates automatic co branding across available assets so everything you download is instantly customized with your branding. Head over to your user profile. Under company information, click add logo, then select add logo. From the partner portal homepage, you select launch campaigns. This brings us to the campaign library where you can browse campaigns. Currently, these are the campaigns available. First, we have neutralizing cyber threats twenty four seven. This campaign is ideal for partners looking to elevate conversations around managed detection and response, MDR. It speaks directly to today's rapidly evolving threat landscape and the growing need for twenty four seven monitoring and response. Designed to drive engagement across the entire buyer journey from awareness and education to consideration and conversion, it uses coordinated multi touch tactics to help you consistently build momentum and generate demand. Next, the prevention first campaign. Building on the neutralized cyber threats narrative, this campaign shifts the focus to a prevention led security strategy. It positions Sophos as a proactive cybersecurity partner, emphasizing how strong prevention reduces risk, operational complexity, and overall cost. The campaign highlights our latest innovations across endpoint, adversary services, email, and ITDR, giving you a compelling platform to introduce and cross sell these solutions in customer conversations. And finally, the firewall displacement campaign. This campaign is built to help you identify and win competitive firewall replacement opportunities. It provides targeted messaging and ready to use assets that clearly communicate Sophos differentiation and value. With tools designed to help you proactively target accounts, create urgency, and move deals forward, this campaign supports a more strategic and competitive sales motion. Now I'll open one of these campaigns so you can see exactly what's included and how the guided structure supports execution. Right away, you'll notice this campaign is structured to walk you step by step through the entire process from planning to launch. Each playbook includes the assets for each step and clear guidance. What's powerful here is that you're not just getting assets, you're getting guidance on how and when to use them. As you go through the campaign steps, you will see a check next to the step and the percentage you've completed at the top right of your screen. Let's walk through a campaign. On the getting started tab, we recommend that you start with the campaign execution guide. This guide offers important campaign messaging, target audience details, and helpful campaign tips. Next, we've included a set of sales tools that you can easily share with your sales team to support follow-up and conversion. For example, within this campaign, you'll find an MDR talk track that includes a structured script, key discovery questions to help uncover customer pain points, and ready to use seller email templates. These tools are designed to help your sales team confidently start and guide MDR conversations, articulate value clearly, and move prospects further along in the buying journey. By aligning marketing outreach with sales follow-up, these resources help ensure a more consistent message and a smoother handoff from campaign engagement to active opportunity. Moving on to the resources tab, this is where you'll find all of the campaign assets available for download or direct access, including collateral, landing pages, and other supporting materials. These high value resources are designed to help you effectively engage prospects and customers with consistent, compelling messaging. Whether you're sharing educational content, driving traffic to a landing page, or supporting a sales conversation, everything you need is organized here. Now you are ready to execute your campaign. In step one, you can amplify your digital presence by adding web banners to your website and launching pre built social media posts. These ready to use assets make it easy to quickly activate the campaign, build awareness, and start driving engagement across your digital channels. To post or schedule a pre built social media message, simply click edit. On the next screen, you can select the date and time you'd like the post to go live. You'll also have the option to customize the message so it aligns with your brand voice or a specific audience. At any time, you can return to this section to monitor performance and track engagement, making it easy to analyze results and optimize future posts. Next, you can activate the email component of the campaign. Our state of ransomware report is the marquee piece of content featured here. This highly anticipated report provides powerful insights into today's ransomware landscape and gives you valuable thought leadership content to share with prospects, helping position you as a trusted cybersecurity adviser. You can download the HTML version to customize and send directly to your audience, making it easy to align with your branding and messaging. If you've uploaded your company logo, it will automatically appear in the top left for seamless co branding. Additionally, these emails are configured to include your unique referral ID, ensuring any leads generated are properly attributed to you. You can track and manage those leads directly within the partner portal under marketing tools. Moving on to steps three and four, you'll find additional MDR focused email templates designed to reinforce Sophos' leadership in managed detection and response. These emails help you continue the conversation, highlight our differentiated capabilities, and nurture prospects with compelling proof points and value driven messaging. After executing your campaign, continue to monitor your leads and follow-up promptly with any hand raisers. Timely engagement is critical to converting interest into qualified opportunities. Be sure to work closely with your sales team to share insights, align on next steps, and prioritize follow-up. Strong marketing and sales collaboration will help you turn campaign engagement into meaningful conversations and ultimately build and accelerate pipeline. Okay. Here we are. We are back. I hope this video was insightful and has maybe give you an overview of what our new partner portal can offer and what type of features we have in our new campaign section. Please feel free to ask all of your questions in the q and a box. We will make sure to answer as many as we can throughout the session and at the end. Now I am very pleased to hand over to, John that will be speaking about, our digital best practices. Hey, Moe. Cool. Hi, everyone. So this is gonna be the third and final overview of our digital best practices. Hopefully, the last two sessions were that we run were just as helpful. If we could go to the next slide. Please come here. Yeah. So to give you an overview, really, just of what we're gonna cover off, just what we've covered in the series, what we've covered before, and then give you a real kind of insight as to how do we kind of convert everything with that final part of the series and then just some just some next steps. We've got some kind of links to some really useful documentation kind of at the end of the of the document. Next slide, please. Okay. Cool. So, yeah, again, really brief overview. At Sophos, we work very, very closely with an agency called Magic, who John is a part of, and we do everything from a paid media standpoint from building awareness at very top of the funnel, getting users to understand more who we are and what we do, and then kind of converting them. So throughout all of this, we're happy hopefully provide some of our expertise, some of our kind of guidance to you guys as to kind of what we do and and how we do it. So, yeah, John, over to you to to go through it. Great. Thanks, Jack, and everybody. Really excited. As Jack mentioned, this is gonna be the last part of our series. Just to give you an overview of what happened beforehand, you could see here, it it started first with how to be discovered, basically, more of an overview of SEO discoverability and how that has changed through generative AI in LLMs. And then the second overview was how to measure, basically, marketing analytics and, attribution and how to best set up your campaign for success. And then today's, session is gonna be how to convert. We are gonna speak to a few channels, but we're really gonna talk about, something that is growing, to be the most important, strategy in digital marketing. Beforehand, we also wanted to discuss a few terms, that we will be discussing today. And just to explain, beforehand, I wanted to go through each one. So first first and foremost, paid media, as, maybe most folks here, understand. But just to confirm, it's basically any marketing activity, that we pay certain platforms in order to, show an impression of a creative message on behalf of Sophos. So that could be Google Ads, search ads. It could be Meta video ads, etcetera. Algorithms, this is basically a way to predict, consumer intent, at least in terms of marketing. So we'll talk about that, very closely. But algorithms have advanced. And now we're able to target the right message, right person, the right time. Artificial intelligence or AI, is that, new technology that has powered these algorithms, to an incredible level of detail and accuracy, and then LLMs. So, basically, your ChatGPT's of the world and Gemini Google Gemini's world, where you're able to not just predict text, but it could also predict, content and messaging itself. Alrighty. Let's get to it. So like I mentioned, there's a lot to a digital marketing strategy in terms of how to target and convert your your target audiences. And there are a lot of channels to it outside of the website. So you could see here, there are a few examples, for Sophos, so paid media, social marketing, and email marketing. And, we understand that each channel deserves its own hour of an overview in terms of how it targets and converts, etcetera. But what we wanted to do today is really target on or discuss rather what is gonna be the most important lever, that we see and most of the market sees as being the most important thing for you to develop, especially the next two to three years. And before we talk about that, I know it's a little huck there, but before we talk about that, we want to give you an overview on why we're choosing this and why the market is so keen on developing the best way to, develop and, target, users. So one thing that we have seen, especially since the growth of digital marketing, is the power and accuracy of algorithms. So you could see here it's basically left to right, this timeline, this history of digital marketing from the time that we developed, or the Internet developed web pages, NASA files, all the way to creating these search engines, first with Yahoo, then Google, and then social media feeds and generative AI. Below that, you could see how, the actual evolution was powered to create these search engines, the social media that now generative AI. So let's say for the crossover from search to social, Facebook of the worlds, we're able to develop this incredibly accurate and effective way of targeting people by looking at your audience data, not just about who you expressed directly to Facebook regarding your friends, likes, interests, etcetera, but even more so what you are doing outside of Facebook, what type of web pages you consumed, what type of data that you downloaded. So that really powered that shift from search engines to social media in terms of explicit to explicit intent to more general intent around your search history and website visitation. Then from social media to Genove AI, that is something that we're gonna be talking about today in terms of what is powering that, and that's gonna be around tokenization. We're not gonna go into detail what that is, but it's an incredibly powerful and advanced technology that is allowing these ChatGPT's, Geminis to get to even more of a higher prediction rate to know exactly who you are and know exactly what you are looking for. And we're not or we we we won't be targeting or discussing ChatGPT, but we're gonna be targeting that technology that's being leveraged by the Google metas of the world. So let's get to it. That that most important strategy that we're gonna be reviewing today is basically creative develop creative development rather. As you guys probably, have heard over, the years, depending on how much years of experience you have in digital marketing, it first started out with content as keen. And over time, especially in the last five to ten years, because of Meta, Facebooks, YouTubes of the world, audience targeting was the biggest lever, especially for digital marketing teams and agencies. How to create datasets, how to buy data broker or third party data from data brokers, etcetera and etcetera. It was incredibly a demand system, and that was basically the most time and resources spent by any agency. Now we're shifting back to content as keen, which is great for everybody because now the differentiator between you and your competitor is gonna be around how you develop your creative and being able to find and test the right intent behind your creative in order to target your right consumer. What we're gonna be doing today to give you an overview on why and how this is most, important for your business, we're gonna be using Meta as an example, but we also wanted to clarify and confirm that a lot of engines, including Google Ads, which is one of the biggest globally, is also using the same technology in order to target users through creative messaging. So let's get to it with Meta. You may have heard about this in the press. This is fairly recent in the last few months. Meta has created and developed this new technology called Andromeda. Andromeda is a incredibly advanced technology, again, using LLMs, using tokenization, using advanced AI to better understand not just who you are based on the data that you give to Facebook and to the Internet, but more so around the creative, these ads are developing for you. So in short, Andronoma is this advanced technology that will look at creative from an advertiser and pretty much dissect it to every single detail and is able to translate that to, understanding the emotional, behavioral, and problem based messaging from that creative and use that type of data in order to target the right user with the right intent behind that creative. So how does a drama do this? Right now, we're gonna go through three steps, this and is gonna be a very broad overview, but just to give you a sense of how they do it strategically. So first, they scan the creatives. So regardless if you're using images, you're using videos, or just text. But let's just say videos just because, obviously, that's a little bit more advanced. They're able to scan the video all the way through and be able to detect the pains, the the the trigger points, the emotional tension points, and behavioral patterns around that video itself. Then they're able to then understand what the video is trying to do in terms of who they're targeting and then what type of solution would be most relevant to that audience. And lastly, which is one more important things, is that now Meta is able to assign a score. That score is basically how good is that creative in doing its messaging. And it's able to then create the high incredibly advanced and high accuracy of targeting by targeting intent, audience relevance, contextual relevance, and then also understanding the budgeting, strategy behind the advertiser. So it takes all that information and now is able to tar target the right audience at the right time. So what does this mean, for this overall creative strategy? And we have three points here. And, generally speaking, we just know that for you to develop the right creative, you have to develop a right framework, the right creative production process, and first foremost, the right testing methodology and how to get from a single hypothesis or question around the creative to optimizing that over time to get to the most audiences with most specific intents. So, generally, we wanna ask, you know, what what why does this represent a major shift? And what we alluded to in the beginning around content is keen, it's a major shift in industry. We went from being able to leverage all this data, that was accessible to advertisers and leverage that to target the right person. Now that's becoming more and more automated. These algorithms are doing it by themselves, but more so they're leaning on the creative messaging now to use, to basically do the targeting even more accurately. So major shift, even on the magic side working with Sophos, we have shifted most of our discussions to targeting via creative. Major shift. So what does this represent, and what's the major difference between the old system? So the old system, you went from, looking at creative, broad creative, basically macro messaging. A lot of times, you create one TV commercial, maybe three digital ads, and then you go. Now you're able to target with such, specific detail, and you go into more of a micro targeting format. You're able to develop hundreds, thousands of versions, and each one will be targeting a specific audience with a specific intent. So you go from macro to micro. The last thing we're gonna talk about with Meta is that within Andromeda, they're able to dissect your video to what it means and who you're targeting, but also they favor really good real good videos based on engagement and relevance, and they will discount you. They'll discount the cost for you. So there's a metric called CPM, basically, the cost to reach people. Facebook will actually give you a lower CPM if you're able to target the user with better creative than a competitor. That competitor will pay more to reach you if they have a bad creative. So there is actually not just the benefit of reaching more audiences and engaging with your audience with better creative, but you're actually paying less to reach people. So it's a huge benefit. So how do we build, that creative? What is the systematic approach to doing this at scale? We have here is basically a three step process. Of course, there's a lot more detail behind this, but for today's discussion, we'd like to really look at these three steps. So stage one, what is that human insight? What is gonna be the hypothesis that you're gonna put behind your creative? What is that, that point that you're trying to address and how you're going to, optimize that message over time? And then what's gonna be the product solution? What is gonna be that hook, where you're able to satisfy that human insight through your actual product, USP or unique selling proposition? The last is gonna be actually the creative itself, the ad format, whether it's an influencer based, it could also be a user talking to you, or it could be much more of a fine finely designed video asset. So from there, you could go into a deeper understanding of each stage. So for that human insight, you really want to look at the problem and the desired outcome and the trigger. Basically, what we call this is the hook. How are you able to hook those audiences within the first thirty five seconds by identifying a certain problem or motivation behind, their their life, whether it's their life outside of work or more so here, their life, at work? And then stage two, however, Sophos or call it, MDR as a product is able to satisfy that motivation or tension point. We usually want to satisfy and close that loop within the first five to ten seconds of the video. And then the third is being able to then, extend the engagement with additional points, but also being able to land on a CTA and offer that gets them to click now, which is also another signal for Meta Adromeda to actually, target better, or target more accurately. And, again, in terms of what this means, this is incredibly important for digital marketing agencies and brands to develop. But, again, these algorithms go across different channels. We discussed paid media today, but when you look at email, when you look at social media, email is powered by the same algorithms where they're gonna start using the same level technology with LLMs, tokenization, etcetera, and so is social media. Facebook, LinkedIn, they're already doing that. So it's best to look at this now, start discussing with your partners, with your teams, and how to develop this workflow for developing the right message but being able to also test and optimize. And this pretty much closes the series. When we look back on those three series points from how to be discovered, how to measure, and how to convert, we're basically looking at the marketing flywheel. We're we're looking to develop this workflow from one to three, but being able to also do as fast and faster over time. The teams that are able to develop this marketing flywheel and being able to spend that wheel faster and faster over time will have this competitive advantage against other advertisers. So this is how we approach, and, hopefully, the team appreciates, like, the overall structure. And if you guys have any questions around any of these points, please do ask. We're happy to answer any of these questions, in more detail. But today, we felt like, it was a fun creative, dialogue just because, these technologies are becoming more advanced, and now we're getting to a point where we're having fun in developing the right videos to engage better audiences with better accuracy. There's helpful links we'll send over, but please check them out. Again, if you guys have any questions specific to the slides or any of the algorithms targeting production, we're gonna help. Awesome. Thank you, John. And, yeah, I'll be last year. I think over to you. Thank you so much, John and Jack. This was really helpful, and I'm sure our partners appreciate it a lot. So moving on. Hi again, everyone. I'm Abhilash Singh, channel marketing specialist at Sophos. Over the next few minutes, I want to talk through something very practical, and that is how Sophos actually helps you run successful marketing campaigns as a partner and how all of that turns into real leads, real conversations, and real opportunities for your business. You've already seen the partner portal and campaigns in action earlier in the demo. So I now I want to take a step back and connect everything together, not just what's available, but why we have built it this way and how you can make the most of it. At Sophos, we genuinely believe that we only win when our partners are successful. If you generate demand, if you bring opportunities, if your pipeline grows, that's success for us. So we constantly try to remove friction, simplify execution, and support you in a way that fits your reality. So everything we offer is built around three simple pillars, which is content, tools, and support. Content, so you don't have to reinvent messaging. Tools, so you can actually execute without heavy investment. And support, so you're never stuck wondering, am I doing this right? And the best part is all of this lives inside the Sophos partner portal and is completely free for you. Because when you're confident launching campaigns, tracking the leads, and moving prospects forward, that's how we grow together. Now let me break this down even further. So, let's talk about the first pillar, which is content. Inside the partner portal, you'll find a wide range of ready to use marketing assets, promotional email, assets like email, social media posts, white papers, infographics, and web banners, and and many more. So the idea here is simple. You don't need to start from scratch. These assets are already aligned to Sophos campaigns and messaging, so you can pick and choose what works best for your audience depending on the stage of funnel they are, as well as your goals. Now next pillar is tools. So we know that not every partner has a full marketing team or access to expensive marketing platforms. So what we have built is a free demand generation tools directly into the partner portal. This includes co marketing co marketing guide with an easy to follow video to get started, site in a box with which you can build the perfect landing page and offer your prospects thought leadership content, as well as free trials from within your own website to build awareness as well as generate demand and lead tracking, all designed to help you launch campaigns faster and with less effort. And then there is support, which is something I really want to highlight. You have access to a team of marketing experts at Sophos, which is our channel service center. They're there to help you customize assets, co brand campaigns, and support execution whenever you need it. And again, even this support is completely free of charge for you. Moving on. Now let's talk specifically about the partner portal demand generation campaigns, which we saw earlier in the demo. So these campaigns aren't just a bunch of assets sitting in a folder. They are guided step by step playbooks designed to help you actually execute. Each campaign walks you through what the campaign is about, which assets to use, how to activate emails and social posts, and how to support sales follow-up as well. So everything is in one place. And as you saw in the demo, once you upload your logo, assets are automatically co branded, which is such a great feature of our new tool, which is MindMatrix portal. And this saves you a lot of time. So this is especially helpful if marketing isn't your full time role and you still want a structured and professional campaigns without a lot of manual work. Now I want to slow down a bit here and spend more time on something which is really important, and that is your lead referral ID. Think of your lead lead referral ID as a personal tracking code that tells Sophos this leads belongs to this specific partner. So whenever a prospect clicks on a Sophos links that includes your referral ID, whether that's a landing page, a filled form, an event, or a free trial, the lead is automatically attributed to you, and that's how you own the leads you generate. Let me make this very practical. So you can use your referral ID in email campaigns, social posts, campaign landing pages, even in your event registrations, or, for that matter, any Sofos URL which you like and you want to share. Once someone fills out a form using that link, the lead goes straight into your lead manager in the partner portal. You'll find your unique referral ID on the partner portal homepage under the account section in case you want to see what it is and you haven't started yet. And all your leads are under sales tab in the lead section. So here is the really good news. If you're using so forth guided campaigns or co brandable email templates, your referral ID is already built in. So you don't need to worry about setting it up manually every time, and this gives you clear visibility of your results. And reassurance that leads you generate definitely come back to you only. If there is one key takeaway from this session that I would like to emphasize, it is that your referral ID is what turns activity into measurable impact. Coming to the channel service center, which is again a very important pillar. So CST is available to all Sophos partners irrespective of your size, and they're there to help you succeed with your campaigns. So they can support you with the just some examples, customizing demand generation campaigns, co branding any asset which you like in case you are not getting done it automatically in the portal, adding your logo or contact details, resizing assets for web, email, or social, and even helping you with referral ID setup and usage in case it is needed. If you ever need help, all you need to do is email csc@theratesophos.com. Just share your campaign plan, the assets you want customized, and any questions that you may have. So think of CSC as an extension of your marketing team, helping you move faster and launch with confidence. Now just to wrap things up between content, tools, and support, Sophos is here to make your, marketing the co marketing with, Sophos, really easy, simple, and scalable. Everything you need to launch campaigns, track leads, generate pipeline is already available in the portal, and we are here to support you every step of the way. So with that, I would like to give it back to Camilla, and we can open for questions. Yes. Hello. I'm back. Okay. Great. Thank you for, giving us all the insights that I had anticipated during my part. And now first question about Referral ID. One of our partners is asking if the Referral ID can be customized for our own domain. Do you want me to take it, Abi? Yeah. Yeah. Sure. What you have to customize, Bash, is not the referral ID. It's the link that points to a Sophos website, a Sophos form, a Sophos registration page. Just as Abhinasha showed in this slide that I'm going to show you again, in the example that you see on the right hand side, you will have our Sophos link that points to a registration form or to a white paper download or to a free trial, for example. And at the end, you're going to customize the URL with the key, which is always question mark ID equals, and then you put your referral ID, the one that you're going to find in the Sophos partner portal, which is an unique code that can be letters or numbers or a mix. And this will ensure that all the leads that you generate via the link that is customized with your Referral ID will show up on your partner portal and only your partner portal, of course. Hope this is clear, but if not, please, ask again in the in the q and a box, and we will we will answer again. Now let me quickly see if we have other questions before we end the session. So another question that we just got is, how long does it take to get a campaign live if we're using the partner portal? I can take this, and then, Abi, you can add whatever I might have missed. It you know, setting up. a campaign doesn't take much. You know? It depends on how many steps you want to take. If you want to just start with an email campaign or if you want to maybe set up a webinar, setting up a webinar might take a bit longer because you will have to create the page, you will have to engage with these speakers, you will have to prepare the content, and so on and so forth. But, normally, our campaigns will last four to six weeks, I would say. And since they are built step by step, you don't have to do everything in one go, but you can, you know, split it up. So week one, you set up the target list, for example. Week two, you send the email. Week three, you do a follow-up on the email. And maybe week four, you see what work, and maybe you are sending up a a reminder or you are invited to the webinar. So, yes, I would say that, normally, to run the full campaign, it takes up to four to six weeks, but you can go at your own pace. This is another good I think we have one question for digital as well. Yep. Okay. Yeah. I'm assuming it's for digital from batch. Jeff, you. want to how how do we integrate kind of everything that kind of John and I went through kind of within our own CRM questions. Bash, just let us know if we've got the kind of advanced this correctly for you. But there are probably, like, two ways we can look at it. One is from, like, a reporting standpoint of what I'm understanding, and one is, like, an optimization standpoint with the CRM. So, just to cover the reporting side of things, we Camilo has kind of put a link to the one in December, which covered off how we measure everything. This will answer some of that in a bit more detail. But making sure UTMs are being kind of captured correctly within your analytics platforms, that's gonna be in pass through across into your CRM is crucial. That way, you can kind of use that to do some reporting and some analysis to understand how everything you're kinda putting together is working. John alluded to about different creatives and testing, etcetera. Just one piece of advice is just to make sure that you have bespoke UTMs that are able to capture the different kind of pieces of content so you can kind of, like, nail down into it if you really need to to understand what's going on. The other side of this is integrating CRM databases with media platforms like Meta, Google, LinkedIn. Pretty much every media platform now allows the integration, especially where kind of third party cookies were removed a long time ago. They're very much reliant on first party data. So these media platforms have very kind of strict and kind of follow GDPR guidelines and and other kind of legalities, but it is possible to do that sync. It all depends how you do that sync all depends on the CRM you're using and that middle manager tool to kind of do that connection between the CRM and the media platform. So the way you'd connect HubSpot through Zapier would be different to how you do it with Salesforce and Zapier or Salesforce in a direct connection. So that's very much dependent on what what you have. Let me know if that does or doesn't answer your question because I appreciate it's a yeah. You can kinda go down the rabbit hole on that one. Great. Thank you, Jack. So I see we have another couple of questions that we can take in this last five minutes. Abby, one for you. So Simon is asking or saying, I organized a Sophos event where I was inviting new clients, and the CTA was a link on their website. Despite the domain not being Sophos, can I still use the referral ID? I I don't think so. I mean, they have to use the, Sophos assets and the, Sophos pages so that they can, so that our tracking code would work for them, and then it will attribute the leads to them, and then they can see it in their portal. Without those assets, without that link, Yes. it will not really capture say. that the Referral ID is our way to help you if you don't have a way or a system to build your own registration pages. If you have a way, have a system, have a platform that can, you know, collect registrations, etcetera, etcetera, then you can use it. And that way, you're already owning all of the leads that you have generated. If, on the other hand, you don't have the the system, the platform, or the marketing team to build your own pages, then you can use ours. And by adding the referral ID, we can make sure that you own all the leads that you generate by using, so to say, our Sophos website. But, yes, as Abhirasha mentioned, the referral ID only works on our Sophos website. Otherwise, the tracking is lost. Very good. Then one last question. John is asking if we we can run campaigns for prospective prospective clients to attend on demand webinar. Yes. Of course. Absolutely. This is a tactic that we are also using at Sophos. You can definitely reuse on demand webinar or leverage Sophos on demand webinars to do a campaign to attract prospect prospects or prospective clients. Absolutely. Yes. This is something that you can do. And this is a good example. Right? So Sophos has done a webinar with our experts and or external speakers. Right? So Sophos is the authority that is saying, hey. There is a blobble out there. You can definitely reuse our on demand link with your referral ID because it's host hosted on a software's website. In that case, all the leads that you generate will appear in your partner portal, and you can follow-up on those. So, absolutely, this is a good point and a very good example. Yeah. And in fact, I would like to add that this is actually one of the most used tactics amongst our partners because, webinar is something that gives a very good result. And, yeah, it it can come at the awareness stage and even for consideration stage. So please feel free to use our on demand webinars, which are already hosted on Sofull website. And if you have any question, please reach out to any of us here on the call. Reach out to your local marketing manager, to your distributor as well, and they can definitely help you set up campaigns, advice on which kind of content is available. And then I think another suggestion that I would give you before finishing is log in to the PanReporter, search our new demand sec demand generation section, find the campaign that works best for you. And if you have any questions, we're here to help you. Okay. I think we don't have any more questions. So I would like to thank our speakers for today, Abhilash, John, and Jack. Thank you. Thank you for being here with us. Thank you everyone that joined us. And, yeah, I wish you a super nice rest of the day and a wonderful weekend when it's time. Thank you, everyone. Great. Thank you. Thank. you so much. Bye. Bye.