NGINX Campaign-in-a-Box:
Partner ‘How To Guide’
NGINX 101
Overcome the complexity of
modern application environments
and drive digital innovation with
F5 NGINX.
Customer expectations are increasing.
53%
53% of mobile users 77% of users expect websites
abandon sites that take and apps to perform better
over 3 seconds to load than they did 3 years ago
1 in 10 users expect 100% uptime
Technology is moving forward faster.
60 %
60% of organizations have
migrated some or all of their
apps to microservices.
83 %
83% of Internet traffic is
now API calls.
DWP provides a seamless UX for 400 staff, ensuring
continuity of welfare for 22 million citizens with NGNIX.
The Department for Work and Pensions is the UK’s biggest public service department, (DWP) administering pensions, welfare, and a range of disability benefits to around 22 million UK
citizens. Supported by 14 public agencies, the DWP consists of around 110,000 employees committed to delivering an effective system that enables people to achieve financial independence.
The Challenges:
From monitoring to asset collection, data analytics to batch scheduling, DWP has a myriad of in-house IT
systems across the organization. This provides the underlying technology for DWP’s entire infrastructure,
which is used by over 100,000 staff, along with critical applications that support 22 million citizens. Whether
supporting with disability living allowance or improving the life chances of vulnerable children, the DWP needs
full visibility of everything that’s happening within the estate in order to deliver reports, respond fast, and
provide effective citizen support.
However, with £175 billion in payments being delivered last year by DWP, security was critical when it comes
to systems and data access. This meant many complex steps were needed to access systems with tight
security policies in place, making data collection and consolidation a time and resource-draining task. As a
result, DWP were in desperate need to provide easy and secure systems access, with a solution that could
deliver a simple and seamless user experience.
The Solution
DWP initially rolled out a free version of NGNIX. But with a limited use case, the IT Operations team only found
this useful for a small number of applications. As people understood the ease of application access that was
possible direct from their desktop, application numbers grew very quickly from three to 20. And with that
came availability issues from applications running on a single server. Should the server go down, it could result
in hundreds of people unable to access critical applications - or a lack of visibility across the state.
To solve this, DWP moved to the enterprise version of NGNIX, building in disaster recovery and better resilience.
Now, in the event that an entire data centre goes down DWP have another version in another data centre. This
guarantees a seamless experience, enabling staff to continue logging on and accessing the tools they need.
“To test NGNIX we took down the server that our data analytics tool was sat on. Within a fraction of a second,
my session moved onto the backup NGNIX instance. When the primary came back up again the session moved
back. There was no loss of usage, no change in UX, everything continued working seamlessly.” – Dave Glover
77 % 54%
54% of users believe
several hours of planned
downtime is unacceptable
85 %
Nearly 85% of new workloads
are deployed in containers.
82 %
82% of enterprise workloads
are in the cloud.
The F5 NGINX Partner Campaign-in-a-Box is designed to help F5 partners like you to accelerate
business growth. By providing you with a simple and easy-to-use suite of campaign tools, you can
drive NGINX opportunities for your business through digital demand generation.

In this guide:

1 Introduction
2 Direction and process for executing effective marketing campaigns
3 Considerations for creating a highly compelling Value Proposition
4 When and how to use individual marketing assets
4.1 - Awareness
4.2 - Credibility
4.3 - Interest
4.4 - Customization
5 Recommendations for optimization
6 Top Tips

1. Introduction
The F5 NGINX team has identified a high-potential market opportunity for partners to increase
revenue streams by driving demand for NGINX solutions.

To accelerate your go-to-market strategy and to create demand, we have created this suite of partner-
focused, customizable marketing assets to help you execute outbound customer/prospect marketing
campaigns fast and effectively.

The assets in this guide contain core NGINX customer added-value features and benefits and can be
easily customized with your own value proposition and call to action. With the ability to ‘wrap’ each
asset with your unique messaging, you can save time and effort building custom content to express
the power of the NGINX and your offering.
2. Direction and process for executing effective marketing campaigns
Overview

Effective marketing requires absolute clarity on what we are marketing to which audience. We
need to communicate compelling messaging centred on your prospect’s drivers, challenges and
opportunities, and how we can deliver on them. It’s all about marketing our value in the right way at
the right time.

For the best results, this campaign should be geared towards prospects at organizations using
NGINX or preparing to adopt it within the next year. Generally, this will include organizations
undergoing digital transformation initiatives as well as “born in the cloud” companies. The assets
are designed to guide the prospect through the “Discover” portion of the customer journey.

Recognizing where the prospect is within the buying cycle and presenting the information they
are likely to be seeking at each stage increases the chances of success and, ultimately, return on
investment (ROI).

Campaign success inherently depends on the value proposition: what are we marketing and selling
to whom, and why would they buy from us?

The strongest value propositions are highly targeted and include a compelling ‘Call to Action’ that
gives the prospect a sense of achieving accelerated success or gaining additional value and will
likely increase their motivation to engage.
3. Considerations for creating a highly compelling Value Proposition
The need for clarity

Being clear on what is being marketed and sold and why a prospect should consider buying from you is the key
to maximizing the potential success of any marketing campaign.

To create a unique value proposition, focus on the individual needs of the target audience and their challenges,
taking into account their business and market drivers, key stakeholders and influencers and your solution
approach to meet their associated challenges and opportunities.

Relevance

The more relevant you become the more compelling your value proposition will be to the prospect. Use
relevant language the prospect will understand and can relate to and support your value proposition with
tangible evidence of success with other organizations similar to them.

Segmentation

If you operate in multiple markets, it is recommended that you create multiple value propositions. Whilst there
will be some standardized content, the business and market drivers, language, customer references and
potentially the Call to Action may vary.

EXAMPLE: NGINX 50-Word Value Proposition

NGINX delivers secure, innovative solutions to overcome the complexity of modern environments and drive
digital innovation forward.

NGINX enables organizations to overcome modern traffic management and security challenges and drive
digital innovation forward. Built for modern environments and prepared for tomorrow’s challenges it delivers
the only all-in-one load balancer, reverse proxy, content cache, web server, web application firewall and API
gateway to power the success of the world’s most popular websites and modern applications.

NGINX Glossary of Terms

For a full glossary of NGINX terms please visit: https://www.nginx.com/resources/glossary
4. When and how to use individual marketing assets
Discover Phase of F5 Customer Journey
The purpose of the NGNIX Campaign-in-a-Box is to guide leads through the discover phase of the F5
Customer Journey. During the discover phase, the lead already knows they have a problem and they’re
looking for educational content to guide them towards a solution.

We achieve this by:

• Making the lead aware that NGINX is an expert in the field.
• Convincing the lead that we’re a trusted advisor who can help them solve their problems.

A successful conclusion to NGNIX Campaign-in-a-Box is when the lead becomes an MQL and decides that
NGINX solutions are worth researching on a technical level.

Guided Discovery Step 1: Awareness of a solution

Leads must first be made aware that a solution to their problem exists. Because the lead likely does not have
a strong affinity for F5 NGINX, they’re unlikely to be willing to exchange personal data for assets. In this step,
we need to “give” them assets of value that is relevant to the lead without asking for anything in return.

Step 1 Assets:

• Infographic
• Blog Posts
• Animated Videos

NGINX 101

Overcome the complexity of

modern application environments
and drive digital innovation with
F5 NGINX.

Customer expectations are increasing.

53% 77 % 54%

53% of mobile users 77% of users expect websites 54% of users believe
abandon sites that take and apps to perform better several hours of planned
over 3 seconds to load than they did 3 years ago downtime is unacceptable

1 in 10 users expect 100% uptime

Infographic
Technology is moving forward faster.
Blog Posts Animated Videos

60 % 85 %
60% of organizations have Nearly 85% of new workloads
migrated some or all of their are deployed in containers.
apps to microservices.

83 % 82 %
83% of Internet traffic is 82% of enterprise workloads
now API calls. are in the cloud.

71%
71% of SREs use
infrastructure as code.

And threats are

on the rise.
The decentralized nature of modern applications
provides a far larger attack surface for hackers.
Globally 30,000 websites are hacked daily.

64% 20%
Guided Discovery Step 2: Credibility

Now that the lead is aware of the NGINX Kubernetes solution, we position ourselves credibly as a trusted
advisor. As with awareness, most of the credibility assets should be readily available, but a small portion are
gated to gauge true interest by the lead and for funnelling leads into marketing platforms such as Marketo or
SalesForce.

Step 2 Assets:

• Interactive PDF
• Customer Case Study PDF
• Product Webinar Deck

DWP provides a seamless UX for 400 staff, ensuring

continuity of welfare for 22 million citizens with NGINX.
The Department for Work and Pensions is the UK’s biggest public service department, (DWP) administering pensions, welfare, and a range of disability benefits to around 22 million UK
citizens. Supported by 14 public agencies, the DWP consists of around 110,000 employees committed to delivering an effective system that enables people to achieve financial independence.

The Challenges:
From monitoring to asset collection, data analytics to batch scheduling, DWP has a myriad of in-house IT
systems across the organization. This provides the underlying technology for DWP’s entire infrastructure,
which is used by over 100,000 staff, along with critical applications that support 22 million citizens. Whether
supporting with disability living allowance or improving the life chances of vulnerable children, the DWP needs
full visibility of everything that’s happening within the estate in order to deliver reports, respond fast, and
provide effective citizen support.
However, with £175 billion in payments being delivered last year by DWP, security was critical when it comes
to systems and data access. This meant many complex steps were needed to access systems with tight
security policies in place, making data collection and consolidation a time and resource-draining task. As a
result, DWP were in desperate need to provide easy and secure systems access, with a solution that could
deliver a simple and seamless user experience.

The Solution
DWP initially rolled out a free version of NGINX. But with a limited use case, the IT Operations team only found
this useful for a small number of applications. As people understood the ease of application access that was
possible direct from their desktop, application numbers grew very quickly from three to 20. And with that
came availability issues from applications running on a single server. Should the server go down, it could result
in hundreds of people unable to access critical applications - or a lack of visibility across the state.
To solve this, DWP moved to the enterprise version of NGINX, building in disaster recovery and better resilience.
Now, in the event that an entire data centre goes down DWP have another version in another data center. This
guarantees a seamless experience, enabling staff to continue logging on and accessing the tools they need.

“To test NGINX we took down the server that our data analytics tool was sat on. Within a fraction of a second,
my session moved onto the backup NGINX instance. When the primary came back up again the session moved
back. There was no loss of usage, no change in UX, everything continued working seamlessly.” – Dave Glover

Interactive PDF Customer Case Study PDF Product Webinar Deck

Step 3 Assets: Interest - Communicating and Engaging with Leads

We provide various ways for you to communicate and engage with prospects with this campaign.

• Social Media Post

• Nurture Emails
• Sales Enablement Call Script
• Sales Email Template Partner Nurture Emails NGINX Sales Script Sales Emails

Email Nurture 1 using the Infographic as a CTA NGINX Telemarketing / Sales Support Guide Sales Email 1

SUBJECT LINE Table of Contents SUBJECT LINE

Overcome your complex environments and drive digital innovation Overcome complexity and innovate in modern app environments
Overview ....................................................................................................... 2
Customer expectations are increasing. Technology is moving forward faster. And Hi [FIRST NAME],
threats are on the rise. Target Roles .................................................................................................. 2
You know better than anyone what customers expect from your apps and services.
All of which means… Today, every company is a technology company with security, Industry Trends, Pain Points & Objectives ................................................... 3
But as their demands increase, complexity in your modern application environments is
availability, reliability, performance, and scalability their key concerns. also on the rise.
Conversation Starters ................................................................................... 4
Did you know that more than 450 million sites worldwide trust NGINX to deliver To help you develop and deliver high-quality apps and APIs quickly while keeping
Objection Handling ....................................................................................... 4
innovation, robust operation and the strongest levels of security as the complete, end- your data secure, we’d like to talk to you about NGINX.
to-end universal toolkit for modern applications? NGINX Value Proposition.............................................................................. 5
As an NGINX partner, we know the tools and technologies that can help you take
With a versatile, high-performance, and endlessly configurable suite of solutions with USPs and Key Messages ............................................................................... 6 back control of your containerized applications and enable you to increase scalability
a small footprint and uncompromized security, helping to accelerate digital and agility while remaining focused on innovation and customer experience.
transformation and deliver better business outcomes, NGINX supports businesses by: Deploy and deliver apps in Kubernetes environments........................................ 6
Modern, lightweight solutions from NGINX can help you to:
• Scaling applications and manage more traffic Improve traffic management ............................................................................. 6 - Improve traffic management
• Delivering production-grade Kubernetes - Quickly deploy and deliver apps in Kubernetes environments
Speed up and secure traffic ................................................................................ 6
• Providing the highest level of website performance - Save time through self-service and automation
• Addressing security challenges Protect against threats ....................................................................................... 6 - Protect against app and API threats
• Speeding content delivery and reduce server load
• Managing APIs effectively and enhance security Environments Supported by NGINX ............................................................. 7 We’d love to show just how transformational NGINX solutions could be for your
business.
With a small footprint and innovative features, NGINX can provide powerful and highly Call to Action ................................................................................................. 7
scalable solutions to improve application performance, reliability, and security for your We’ll give you a call shortly to discuss your needs but, if you want to get going right
business. away, please feel free to contact us.

Discover how you can experience the benefits by downloading the infographic here! Partner Contact Name
Job Title
Partner Contact Name Contact Details
Job Title
Contact Details

Social Media Posts Nurture Emails Sales Enablement Sales Email Template
Call Script
 by serving static content at the speed modern
users demand.

Address security challenges

using advanced, agile WAF technology for strong,
seamless security control and reduced complexity.

Speed content delivery and reduce server load

by caching both static and dynamic content from
proxied web and application servers.

Manage APIs effectively and enhance security

4.1 Step 1 Assets (Awareness)

enabling Infrastructure, Operations, and DevOps teams
to define, publish, secure, monitor, analyze, and retire
APIs without compromising performance.

Infographic

The infographic “Overcome the complexity of modern environments

With a small footprint and innovative features,
NGINX 101
and drive digital innovation with F5 NGINX” includes statistics on how
Overcome the complexity of NGINX provides powerful and highly scalable
modern application environments customer expectations are increasing and how, with a small footprint and
and drive digital innovation with solutions to improve application performance,
F5 NGINX. innovative features, NGINX provides powerful and highly scalable solutions
reliability, and security.
to improve application performance, reliability, and security.
Find out more at www.nginx.com/specialurlhere
The infographic can be customized at the end of the asset:

Customer expectations are increasing.

Partner Overview
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
53% 77 % 54% Partner Logo volutpat. Ut wisi enim ad minim Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
53% of mobile users
abandon sites that take
77% of users expect websites
and apps to perform better
54% of users believe
several hours of planned dolore magna aliquam erat volutpat. Ut wisi enim ad minim Lorem ipsum
over 3 seconds to load than they did 3 years ago downtime is unacceptable
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

1 in 10 users expect 100% uptime

www.partnername.com emailname@partnername.com +00 1233 123123

Technology is moving forward faster.

60 % 85 %
60% of organizations have Nearly 85% of new workloads
migrated some or all of their are deployed in containers.
apps to microservices.

Here you can add your partner logo, a short overview of your
83 % 82 % organization in the ‘Partner Overview’ section (consider your target
83% of Internet traffic is
now API calls.
82% of enterprise workloads
are in the cloud. audience and include a relevant message) and provide your contact
71%
details and telephone number.
71% of SREs use

The infographic should be presented on your landing page and traffic

infrastructure as code.

And threats are

driven to it through social posts to drive awareness of your knowledge
on the rise. and understanding of NGINX. You can also send the infographic out
to your existing customers who may not be aware that you have
The decentralized nature of modern applications
provides a far larger attack surface for hackers.
Globally 30,000 websites are hacked daily.

this capability. It may spark some of your customers’ thinking and

64% 20% encourage a conversation with you to find out more.
64% of companies have Over 20% of data breaches
experienced at least one discovered in 2020 occurred
form of cyber-attack. due to code errors.

40%
-$4.24M
Over 40% of those The average cost
attacks targeted of a data breach is
web applications. $4.24 million.

All of which means…

Today, every company is

a technology company…
with security, availability, reliability, performance, and scalability their key concerns.

More than 450 million sites

worldwide trust NGINX
to deliver innovation, robust operations, and the strongest levels of security.

A versatile, high-performance, and endlessly configurable suite of solutions

with a small footprint and uncompromized security, helping to accelerate digital
transformation and deliver better business outcomes.
Blog Posts

A blog post is an ideal piece of content for the

awareness stage. By debating a pain, issue, or other
topic your prospect is faced with and then posting it to
your website, you have an asset that’s discoverable by
Google and other search engine users.

You can also promote your blog content across other

channels, such as social media.

Animated Video

Animated videos are another excellent way to get

your content out to your target audience. Interesting
and informative explainer videos are often a preferred
form of content for prospects to clearly understand
how the product solves a problem.

You can promote the NGINX animated videos to

your leads across multiple channels, including social
media, email, webinars.
4.2 Step 2 Assets (Credibility)
IPDF

The interactive PDF entitled ‘Reduce complexity and enhance

performance with modern tools for modern environments’
demonstrates how NGINX provides simplicity and familiarity through
a reliable end-to-end solution, whether your goal is to modernize
monolithic applications or rearchitect deployment methods and
embrace DevOps to speed up innovation and reduce costs.

Combining education and information with graphics, imagery and

statistics, the interactive PDF seeks to consolidate the previous assets
in a single, new, engaging and user-friendly asset.

Depending on the success of the Awareness activity (and if you

have made the decision to provide all of the previous assets freely
(i.e., ungated), we recommend keeping the interactive PDF as a
gated asset, available on your landing page in exchange for a lead’s
email address.

Your follow-up then becomes a personal e-mail to the lead thanking

them for downloading the asset and attaching the case-study/
testimonial as a follow-up.

The iPDF can also be customized at the end of the asset with your
partner logo and your contact details and telephone number.

NB. the iPDF is also available as a static PDF

Landing Page

The landing page copy has been created for you to make it simple and easy to set-up a landing page on your
own website and store all customizable assets shared in the NGINX Campaign-in-a-Box.
Customer Case Study PDFs Safaricom unlocks new levels of availability
with F5 and NGINX

The two case studies showcase how NGINX has Safaricom is the largest telecommunications operator in Kenya, and one of the most profitable companies in the East and Central Africa region. It is a major pioneer in the African telecoms
space, and offers mobile telephony, mobile money transfer, consumer electronics, eCommerce, cloud computing, data, music streaming, and fibreoptic services.

helped organizations. First, is how NGINX enabled The Challenges:

DWP (The Department for Work and Pensions), the Towards the end of 2019, the availability of Safaricom’s critical apps was starting to become a concern. As a part of an ongoing application modernization strategy, Safaricom’s business
critical systems encompassed mobile money, airtime purchasing, customer registration, and interactive voice response systems – all of which were provided by APIs to several other
applications.

UK’s biggest public service department, to provide

And everything worked well. Or at least it did until a service dropped offline. To get back up to speed, each application had to be manually relinked, which resulted in hours of downtime.

“Downtime had the potential to cause a critical risk to the organization in terms of both our revenue generating capacity and market reputation,” says George Njuguna, CIO at Safaricom.

a seamless UX experience for 400 staff, ensuring

“For Safaricom – determined to safeguard its industry-leading customer service credentials –this was unacceptable. Keen to transform headache into opportunity, Safaricom pulled out all
the stops to identify a suitable solution that would support both their future application strategy and wider business continuity ambitions.

continuity of welfare for 22 million citizens. Second The Solution

After a period of research, Safaricom’s DevOps team concluded that the business needed to

is Safaricom, Kenya’s largest telecom operator,

move away from a monolithic application architecture to a high availability environment that
could leverage the benefits of containers and microservices. The big question was how?

NGINX was already supporting Safaricom with load balancing at its three data centers and had

which used NGINX to enhance its services, reduce

a potential ace up its sleeve with its API gateway solution.

“We were very happy with NGINX’s work and support to date, and we knew they could offer us
more. This is exactly why we were keen to learn what an API gateway solution could do for us,”

downtime and support its future application strategy.

recalls Alex Kipkirui, Senior Manager of Enterprise Integration and Order Management.

After a few meetings with the NGINX team it soon became clear that the answer was a lot.
Discussions between the combined F5 and NGINX team, as well as Safaricom’s DevOps experts,
quickly determined that the best way ahead was to implement an IP load balancing solution.
In practice, this would entail using NGINX Plus as the API gateway, while also harnessing the
power of the F5 BIG-IP Virtual Edition for API geo-redundancy and application security. It was
an easy decision for Safaricom to proceed once a Proof of Concept (POC) showed that the

DWP provides a seamless UX for 400 staff, ensuring

Both case studies discusses the challenges the
design could reduce potential downtime from hours to minutes. Production began immediately.

continuity of welfare for 22 million citizens with NGINX.

companies faced, the solution, results and key The Department for Work and Pensions is the UK’s biggest public service department, (DWP) administering pensions, welfare, and a range of disability benefits to around 22 million UK

benefits, along with quotes from individuals within

citizens. Supported by 14 public agencies, the DWP consists of around 110,000 employees committed to delivering an effective system that enables people to achieve financial independence.

each organization. The Challenges:

From monitoring to asset collection, data analytics to batch scheduling, DWP has a myriad of in-house IT
systems across the organization. This provides the underlying technology for DWP’s entire infrastructure,
which is used by over 100,000 staff, along with critical applications that support 22 million citizens. Whether
supporting with disability living allowance or improving the life chances of vulnerable children, the DWP needs
full visibility of everything that’s happening within the estate in order to deliver reports, respond fast, and
provide effective citizen support.

This is a great way of demonstrating the impact However, with £175 billion in payments being delivered last year by DWP, security was critical when it comes
to systems and data access. This meant many complex steps were needed to access systems with tight
security policies in place, making data collection and consolidation a time and resource-draining task. As a
result, DWP were in desperate need to provide easy and secure systems access, with a solution that could

NGINX could make and what a difference NGINX deliver a simple and seamless user experience.

has made to the way people work with a new The Solution
DWP initially rolled out a free version of NGINX. But with a limited use case, the IT Operations team only found

resilient, high availability platform implemented.
this useful for a small number of applications. As people understood the ease of application access that was
possible direct from their desktop, application numbers grew very quickly from three to 20. And with that
came availability issues from applications running on a single server. Should the server go down, it could result
in hundreds of people unable to access critical applications - or a lack of visibility across the state.
To solve this, DWP moved to the enterprise version of NGINX, building in disaster recovery and better resilience.
Now, in the event that an entire data centre goes down DWP have another version in another data center. This
guarantees a seamless experience, enabling staff to continue logging on and accessing the tools they need.

“To test NGINX we took down the server that our data analytics tool was sat on. Within a fraction of a second,
my session moved onto the backup NGINX instance. When the primary came back up again the session moved
back. There was no loss of usage, no change in UX, everything continued working seamlessly.” – Dave Glover

Product Webinar Deck

Use this asset to host your own webinar with prospects to help convince
them of the power of NGINX and how it could support their business
ambitions. By branding the presentation with your own logo, you can
deliver an authoritative webinar with a targeted group of prospects who
share the same challenges.

Using the information in the deck as guide, you can invite participants
to discuss the obstacles they face and explore how NGINX can help
overcome them.
4.3 Interest
Social Media Posts

The banners are correctly sized for two social media

channels (LinkedIn and Twitter), so they are ready to
be saved and uploaded to your channels on those
platforms.

To save an image, right-click the picture, and then

click “Save as Picture”. In the “Save as Type”’ list,
select the graphics file format you want.

Copy has been provided to promote the NGINX

Infographic and iPDF assets; use accordingly and
add links to your own Call to Action.

E-mail Nurture

Copy for four emails has been provided.

Email 1 – Using the infographic as a Call to Action

Subject Line - Overcome your complex environments and drive digital innovation

Email 2 – Using the interactive PDF as a Call to Action

Subject Line - Improve your application performance, reliability, and security.

Email 3 – Using the infographic as a Call To Action

Subject Line - Meet the expectations of your customers with NGINX

Email 3 – Using the interactive PDF as a Call to Action

Subject Line - Reduce complexity and boost performance in modern environments

Ensure your email campaign is sent via a GDPR compliant dataset (i.e., organizations that are known to you, or
via data purchased from a reputable data provider). Use an email tool that supports the reporting you need,
like the number of opens, click through rates, downloads, and unsubscribes.

We recommend telemarketing follow up after your email campaign goes out.

Sales Enablement Call Script

Most IT organizations are still keen to directly connect and speak with potential NGINX Sales Script

prospects as part of the pre-sales/qualification process. To prepare for this, a

NGINX Telemarketing / Sales Support Guide

sales enablement call script has been included in the Campaign-in-a-Box. Table of Contents

Overview ....................................................................................................... 2

Target Roles .................................................................................................. 2

Industry Trends, Pain Points & Objectives ................................................... 3

Successful telemarketing still requires positioning of a unique, robust and

Conversation Starters ................................................................................... 4

Objection Handling ....................................................................................... 4

compelling value proposition. This guide is intended to help you to present the
NGINX Value Proposition.............................................................................. 5

USPs and Key Messages ............................................................................... 6

value and benefits of NGINX to organizations.

Deploy and deliver apps in Kubernetes environments........................................ 6

Improve traffic management ............................................................................. 6

Speed up and secure traffic ................................................................................ 6

Protect against threats ....................................................................................... 6

Environments Supported by NGINX ............................................................. 7

This primarily takes the form of open questions (who, what, when, where, why Call to Action ................................................................................................. 7

and how) that are designed to encourage dialogue and conversation rather than
‘yes’ or ‘no’ answers. One exception to this principle is when the telemarketer is
ascertaining that they are speaking to the right decision maker.

Sales Emails
Sales Email Template
Sales Email 1

To effectively follow up with prospects, the included sales email template

SUBJECT LINE
Overcome complexity and innovate in modern app environments

enables you to customize and personalise your communication and include

Hi [FIRST NAME],

You know better than anyone what customers expect from your apps and services.
But as their demands increase, complexity in your modern application environments is

relevant information based on their needs and challenges. As with the nurture
also on the rise.

To help you develop and deliver high-quality apps and APIs quickly while keeping
your data secure, we’d like to talk to you about NGINX.

As an NGINX partner, we know the tools and technologies that can help you take
back control of your containerized applications and enable you to increase scalability
and agility while remaining focused on innovation and customer experience.
emails, you should use an email tool that enables you to track open and click
Modern, lightweight solutions from NGINX can help you to:
- Improve traffic management
- Quickly deploy and deliver apps in Kubernetes environments
through rates as well as unsubscribes.
- Save time through self-service and automation
- Protect against app and API threats

We’d love to show just how transformational NGINX solutions could be for your
business.

We’ll give you a call shortly to discuss your needs but, if you want to get going right
away, please feel free to contact us.

Partner Contact Name

Job Title
Contact Details

4.4 Customization
The artwork files have been made available as InDesign or Illustrator assets that your professional
in-house designer or selected agency can customize with your details. However, editable PPT
versions of the core assets are also available if you do not have the in-house skills to use InDesign.
5. Recommendations for optimization
Relevance and value-add

Carefully working through the focus of your Value Proposition and Call to Action will help to ensure
your campaign is entirely relevant to your target audience and most likely increase your ROI.

Always consider the needs and challenges of your prospect and focus on articulating the unique
value you can offer.

Leveraging the F5 NGINX brand throughout the Campaign-in-a-Box will help create credibility and
brand awareness for your organization, even if the NGINX solution is new to you.

Consistency

The F5 NGINX Campaign-in-a-Box has been designed to take the time, thinking and challenge out of
executing an end-to-end marketing campaign that seeks to drive MQLs. To ensure prospects become familiar
with your message, consistency is key.

Work on your value proposition and then repeat, repeat, repeat your message in each asset, on your landing
page and throughout your social execution.

Creating a compelling Call to Action (CTA)

What can you provide that is high value to the prospect but easy for you to deliver?

Perhaps you could consider a half-day risk assessment, low-cost pilot, or interactive workshop that will give
you the opportunity to showcase your skills and present your recommendations. Which resources from your
team can you offer? What will they discuss? What documentation can you produce?

Most prospects will choose to engage with a solution provider when they can see they are expert at what they
do, have a proven track record and are willing to invest in demonstrating the value they can add. A strong
‘CTA’ shows you have a robust process in place for how you collaborate and work alongside the prospect to
overcome their challenges and enable them to pursue their opportunities.

Logos and images

Always use high resolution logos and images but also make sure your images are not so large that they take
forever to load. If you are executing a vertical campaign, choose images that are relevant to the market you
are targeting.

Tone of voice

Your target decision-maker is likely to have a technical background, so be sure to express the knowledge and
skills included within your value proposition in a way the prospect will relate to. The marketing assets included
in the Campaign-in-a-Box are geared towards a Technical Decision Maker (TDM). If you feel that you are better
targeting a Business Decision Maker (BDM), then you may need to re-create some of the content. It is not
recommended that you extend your message to BDMs when creating your target list.

GDPR

Always keep data and privacy laws like GDPR in mind as you are executing your campaign. If you choose to
add additional outbound marketing tactics, such as an email campaign, ensure you include an option to ‘opt
out’. Alternatively, if you are buying data from external suppliers be sure to check that this data is compliant.
6. Top tips

1 2 3
Do yourDohomework
your homework and and Build your value Invest some time into crafting
consider
consider the profile
the profile of the of proposition based a Call to Action that is valuable
type ofthe type of organization
organization you are on the profile of these and compelling, and use the
going you
after.are going
What after.
size, type organizations. Resist marketing assets to promote
What size,
and structure of company
type and the temptation to go it. This will help to attract
will generate
structure good business
of company too broad. The more responses from the right
will generate good
for you? targeted your campaign type of companies, who are
business for you? is, the greater your ROI. actually in the market to buy.

4 Plan your campaign

calendar and stick to it.
If you start losing time on
5
things like launching and
stopping and relaunching
social media posts, for
example, you will
kill your momentum.
Do share the assets and your
capability with your existing prospects
and customers. Many IT providers go
looking for new business opportunities
with new prospects before they have
taken the time to make sure that their
existing customers are aware of all
that they can do.

6
Be realistic if you are targeting new prospects that have never heard of your organization
or the NGINX solution. A data set of 500 cold contacts could result in 5-10 MQLs, leading
to 1-2 SQLs and potentially one project opportunity. The strength of your call to action and
relevance of your value proposition will help to increase that.

7 8
Be mindful of the
marketing rules.
Do not ignore data
compliance and do
ensure people have
the opportunity
to opt out.
9
Leverage the brand Following the Awareness,
of F5 and NGINX Credibility, Interest process
to help you elevate your and using the NGINX
own brand. You have Campaign-in-a-Box in this
made an excellent way will help you to keep
decision to partner control of your campaign.
with F5, so make
the most of it.

10 Using marketing tools and platforms such as Hubspot,

Marketo, Tableau and Hootsuite. will help you to track and
measure downloads and click-throughs. If you haven't already,
Channel partners should
contact their F5 point of
invest in a reputable digital marketing tool.
contact for assets.