Building a customer marketing program that delivers results: a tailor-made partnership

Fortinet is the cybersecurity market leader in Latin America, and yet it struggled to scale its customer success stories production in that region. Working with Wings4U changed the equation for the LATAM team. From gathering customer insights to localizing content into native languages, Fortinet now has a seamless, end-to-end customer marketing program in Latin America that delivers beyond targets and expectations.

A digital world that can be trusted—and shared 

Imagine being the most trusted name in cybersecurity across Latin America—leading the market, protecting millions from cyber threats—yet struggling to tell your own story. That was Fortinet’s challenge. Despite securing more than 830,000 organizations worldwide, the company needed assistance to scale its customer advocacy efforts in the region.

Founded in California over two decades ago, Fortinet is a global leader in cybersecurity, known for protecting organizations from threats like malware, hackers, and even human error. With a portfolio of over 50 enterprise-grade products, Fortinet currently holds 53% of the cybersecurity equipment market share in Latin America—proof of its leadership, and a clear sign of the opportunity in amplifying its customer voices. 

“Our mission is to create a digital world that can be trusted,” says Paula Fiszman, Fortinet’s Senior Director of Corporate Communications for Latin America, the Caribbean, and Canada. “In LATAM, we lead the market—but we didn’t have the bandwidth or infrastructure to consistently highlight our customers' success stories.”

To close the gap between impact and visibility, Fortinet turned to Wings4U. As an agency specialized in customer advocacy, Wings4U has spent over a decade helping brands turn customers into advocates through services like Customer Advocacy Consulting, multilingual customer story production, and Staff Augmentation for advocacy teams. For Fortinet, the focus was on producing high-quality, localized customer success stories—delivered at scale and in close collaboration with the Latin America team.

Laying the foundation for scalable advocacy 

The collaboration began in 2020 with a simple goal: tell 10 customer stories. But the results—and the response from the sales team—spoke volumes. By 2025, the goal is more than double: 25 stories across the region, in multiple formats and languages.

Here’s how it works. Interviews are conducted in the customer’s native language to ensure comfort and clarity. The story is drafted in English, reviewed internally by Fortinet’s Corporate and Product teams, then localized into Spanish or Portuguese and sent back to the customer for final review.

Early on, Paula was handling every part of that process herself. “It was too much for one person,” she says. 

The turning point came during a professional event, where Paula was introduced to Wings4U by Ivan, a journalist who’d already worked with the agency. “Ivan told me about Wings4U and how they specialize in customer evidence—from written stories to video production—and they also handle localization. I thought: that’s exactly what I need.”

Soon after, she was on a call with Wings4U’s Head of Sales, Melis Hamurculu. “Her first question was: ‘How can we help?’” Paula recalls. “It felt like she really wanted to relieve me of a pain point.”

Creating together, winning together 

Since then, the partnership has grown on a foundation of trust, flexibility, and shared ownership. “I never need to follow up. Wings4U keeps me on track. They’re incredibly professional, and they’re easy to work with,” she says. Paula even sees the team as an extension of her own. “It doesn’t matter where we are—we work as a team. We create together.”

Over time, the collaboration evolved. In addition to written case studies, Wings4U now produces remote video stories for Fortinet. “In LATAM, Fortinet achieved our target number of case studies as early as September,” Paula explains. “I’m 100% convinced that customers sharing their experience with Fortinet has more impact than us talking about the same thing,” she adds.

Paula has since recommended Wings4U to Fortinet’s EMEA team and continues to advocate for expanding the collaboration. “When the Corporate Department asks me about Wings4U, I always have good words to say,” she notes.

By partnering with Wings4U, Fortinet has transformed its customer marketing strategy in Latin America—from a scattered process to a streamlined, scalable program. Together, we’re telling stories that inspire trust, drive business, and reflect the mission that guides Fortinet worldwide: building a digital world that can be trusted.