Vendor-Funded Email Security GTM Launch Turns Real SOC Data Into Sales Enablement for FUJIFILM CodeBlue
When Perception Point (now part of Fortinet and rebranded to FortiMail Workspace Security) offered to co-fund a cybersecurity launch for FUJIFILM CodeBlue, the target was already clear. Many of CodeBlue’s Microsoft 365 customers relied on Microsoft’s built-in email protection alone.
This case study covers how Filament and CodeBlue launched Advanced Mail Filtering, CodeBlue’s managed email security service, with a campaign built on real Security Operations Centre (SOC) data relevant to New Zealand businesses.
About FUJIFILM CodeBlue
FUJIFLM CodeBlue is one of New Zealand’s largest Managed Service Providers (MSPs). Founded in 2004, CodeBlue has been helping businesses across New Zealand get the support, technology and expertise they need to reach their digital transformation goals.
FUJIFLM CodeBlue has over 180 staff, six locations across New Zealand, and two dedicated IT service desk centres. CodeBlue provides Managed IT services, cyber security and cloud services, Modern Workplace, data protection, procurement and vCIO services.
The company joined the FUJIFILM Business Innovation family in 2020.
Industry: IT Services Company
Type: Managed Service Provider (MSP)
Offering: Managed IT services
Target Market: SMBs to Large Enterprise in New Zealand
Vendor Channels: Adobe, Citrix, Cloudian, Cofense, Dell, Eaton, ESET, Fortinet, HPE, HP, Jabra, Kaseya, Logitech, Microsoft, SentinelONE, SMX, Ubiquiti, Veeam, VMware
Filament Services Used:
- Go-to-Market Strategy
- Sales Enablement
- Content Marketing
- B2B Creative
- Partner Marketing
- HubSpot Services
Filament Solutions Used:
The Challenge: Selling managed email security to customers who think Microsoft has it covered
For IT services customers that run Microsoft 365, many assume Exchange Online Protection (EOP), Microsoft’s built-in filter, or the Defender for Microsoft 365 add-on stops the threats that matter. Neither is a managed service. Someone still has to configure the tools, review the alerts and respond.
The threats kept moving. CERT NZ reported that phishing and credential harvesting made up 43% of all cyber incident reports in Q3 2024. Attacks now arrive as payment scams, executive impersonation and QR code phishing, built to slip past filters that look for known bad links.
CodeBlue had the answer in Advanced Mail Filtering, a managed service run from its own SOC on Perception Point technology. What it needed was evidence a Kiwi IT manager would believe. Vendor material quoted global figures and US enterprises. CodeBlue’s customers wanted to know what happens to a business like theirs, in New Zealand, in an ordinary month.
The existing customer base was the first target. Every Microsoft 365 customer without advanced email protection was a cross-sell CodeBlue was not yet making.
The Engagement: A vendor offer, and an agency that already knew the business
Perception Point approached CodeBlue in 2024 with Marketing Development Funds (MDF) to take its email and collaboration security to CodeBlue’s customers. CodeBlue took the offer straight to its GTM agency Filament.
There was no pitch. Filament had already built CodeBlue’s website and positioning, and knew its customer segments, its HubSpot database and its brand. For a co-funded launch with a vendor tracking the spend, that removed the onboarding phase entirely. CodeBlue needed an agency that could brief a security vendor and a sales team in the same language, then start producing.
Filament scoped the campaign in July 2024. From there, FUJIFILM and Filament worked as one go-to-market team. That team made the call that shaped everything else: build the campaign on CodeBlue’s own SOC data, not recycled vendor statistics. A CodeBlue client, a nationwide professional services firm, agreed to have a month of its email traffic analysed and published anonymously.
Perception Point supplied its battle cards and product material as background. CodeBlue sells Advanced Mail Filtering under its own name, so every customer-facing asset carries the CodeBlue brand.
Fortinet acquired Perception Point in December 2024, shortly after the campaign launched, and has since rebranded the technology as FortiMail Workspace Security.
The Solution: A cybersecurity launch campaign built on real threat data from NZ
Filament produced a GTM launch plan, marketing and sales assets for the Advanced Mail Filtering launch. Each one carries the same evidence and the same argument: Microsoft’s native email protection leaves gaps, and a managed security service closes them.
The white paper: How a Kiwi Business is Dealing with Thousands of Email Threats per Week
A 10-page white paper built on May 2024 data from a CodeBlue client. That month, the business received more than 283,000 emails. Advanced Mail Filtering blocked 41,971 spam emails and 1,193 malicious emails beyond what EOP and Defender for Microsoft 365 caught. CodeBlue’s incident response team investigated 95 items. Filament turned that SOC reporting into a gated asset.
The Infographic: 5 Hidden Email Vulnerabilities You Need to Address Today
A one-page explainer for IT managers not yet looking for a solution. It covers AI-powered social engineering, zero-hour phishing, business email compromise, quishing and zero-font attacks, then hands over to CodeBlue.
The Advanced Mail Filtering brochure
A two-page brochure for CodeBlue account managers to send after a conversation. It carries the white paper’s three headline figures, so a prospect meets the same evidence wherever they meet the campaign.
The Advanced Mail Filtering service page
Filament wrote the Advanced Mail Filtering page on codeblue.co.nz. It speaks to buyers comparing the service with EOP and Defender, with FAQs on both. Filament has rewritten and updated it since launch.
Lead capture and launch
An exit-intent form on CodeBlue’s Cyber Security page offers the infographic in exchange for a business email, captured in HubSpot. Two launch announcement eDMs went to CodeBlue’s database, one for the infographic and one for the white paper.
The Benefit: CodeBlue now answers the Microsoft objection with its own data
The most common objection an MSP hears when it cross-sells email security is that the customer already pays Microsoft for protection.
CodeBlue’s account managers now have a specific answer.
In a single month, at a nationwide New Zealand professional services firm, Advanced Mail Filtering caught 1,193 malicious emails that EOP and Defender for Microsoft 365 did not. One individual at that firm received 110 targeted attacks, including payment scams.
Those figures come from CodeBlue’s own SOC and describe a Kiwi business. They carry a local weight that a global statistic cannot.
The same evidence runs through the white paper, the brochure and the launch eDM. A prospect who downloads the white paper and later receives the brochure hears one consistent story, not two versions of it.
Because every asset carries CodeBlue’s brand, CodeBlue sells a managed security service it owns rather than resells a vendor’s product. Its SOC, its incident response team and its client data sit at the centre of the pitch.
The Result: A co-funded launch enabling CodeBlue with evergreen cybersecurity marketing assets
The campaign took Advanced Mail Filtering to CodeBlue’s existing Microsoft 365 customers with Perception Point vendor funding behind it. The assets outlasted the launch and are evergreen.
The service page continues to evolve. Filament has kept the Advanced Mail Filtering page current since launch, including newer CERT NZ incident data.
Real SOC data became a reusable proof asset. One month of anonymised client data now underpins the white paper, the brochure and the launch eDMs, giving CodeBlue local evidence for every email security conversation.
Vendor funds went to a trusted agency already inside the business. Perception Point’s MDF was spent through the partner that already ran CodeBlue’s website and campaigns. More than three years on, Filament remains FUJIFILM CodeBlue’s ongoing marketing partner.
Are you looking to take a cybersecurity product or service to market?
Filament plans and runs vendor co-funded go-to-market campaigns for MSPs and cybersecurity providers, from the evidence base through to lead capture. Talk to us about cybersecurity marketing, or read our guide to accessing Market Development Funds.