Citrix How Customer Marketing Fuels Success

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NEW LOCATION:

Tonight:

Tonight:

Pascale R. Royal Manager of Global Advocacy

Programs

Lee H. Rubin Senior Manager, Global

Reference Programs

Eileen M. D’Ippolito Director of Customer

Marketing


Our customers talk about the products they use EVERY DAY

They provide first-hand, trusted and vocal feedback about our

company and our products

They are more valuable to us than any advertisement we could

ever buy

Customers don’t just buy.

They sell.


How important are brand advocates? Brand advocates talk about the products they use EVERY day

“Your brand advocates are more valuable than any

advertisement you could ever buy”

MORE LIKELY to share

product info

50% Likely to influence

a purchase

More likely to use social media

to expand their social circles

3x 2.5x


Where we began our content marketing journey…

Logo Slides

Loyalty Surveys

Newsletter

Case Studies

References

Videos


Design Thinking Methodology


Focus Areas

As our team explored where we could deliver the greatest impact, three focus areas emerged

to drive the strategic direction of future projects:

Self-Service

Provide accessible tools and resources that allow internal customers to capture

and leverage stories as a natural part of their workflows

Rethink Content (Bento Box)

Curate and customize content for maximum impact and relevance for internal and

external customers

Be a Storyteller

Help internal customers to be human-centered and understand the mechanics of

good storytelling to scale utilization of content


Self-Service References Creating Content and Making it Accessible to Sales


Available via:

Smart

Phone Tablet Laptop Desktop

Self-Service References The right content, to the right consumer, at the right time


2013 vs. 2014 Customer Marketing References Utilized in the Customer Reference Database and Revenue Influence

2013 - 323 TotalReferences Utilized

2014 - 646 TotalReferences Utilized

Marketing 201 470

Sales 197 494

2013 Total - 466 Won Deals and1221 Pipeline

2014 Total - 1283 Won Deals and1128 Pipeline

Total Pipeline $308,631,082 $334,863,027

Revenue Closed $125,371,042 $209,506,152

REV = $434,002,124

REV = $544,369,179


Rethink Content One size can fit all – when it’s customizable

“People consume content is

multiple ways.”

- Director, Integrated Marketing


Citrix ahead of the curve Introducing the ‘eStudy’

In response to the demand for content ‘on the move’, Citrix introduced the eStudy

• Multiple case studies rolled into one

• Incorporating audio, video, and infographic

• Viewable on desktops

• 3 eStudies currently available on iPad and iPhone

• Healthcare, education, financial services

• Security eStudy coming in Q3

Citrix eStudies


• Compelling story

• Enterprise organization

• Executive contact

• Broad adoption

What do we offer our best advocates?

• Recognition

• Advisory Boards

Advocacy Programs What makes a Citrix advocate?


Engage and recognize your best advocates Citrix awards, industry awards and speaking opportunities


Citrix Innovation Award

• 2015 marks the 10th year of the program

• Recognizing visionary customers using Citrix solutions for cloud and collaboration services, mobility, networking and virtualization to drive innovation and IT simplicity

• Community & Customer Marketing team planned events and videos before, during and after Synergy to recognize ten years of innovation, leveraging all of the great finalist and winner stories we’ve captured over the years

• 3-4 finalists selected by Citrix

• Winner selected by:

• 50% judges panel • 50% public voting


10 year logo

Email Banner

Infographic

Updated Citrix.com/Innovation

Newsletter

Innovation Boulevard

http://innovationawards.webflow.com/


Citrix social media


Banners created by corporate social media for Customers


Aer Lingus FB, LinkedIn, Twitter


Citrix Blogs

Blog.Citrix.com


Citrix Customer Council Established in1999

• Strategic advisory board for product leadership

• Meets in-person twice annually

• Executive roundtable, strategy updates, product-driven

content

• Ample opportunities for networking with Citrix

executives and industry peers

• Members become our most strategic references

• Citrix footprint expands within participating organizations


Objectives Provide the Citrix leadership team a forum for gathering executive customer insights around strategic initiatives

• Solicit unfiltered feedback and advice from our customers

• 80% listening, 20% Citrix presenting

• Build trusted relationships and extend our business partnerships

• Share vision and strategy to establish a foundation for advocacy

• Engage, exchange, listen and learn in an open environment


Benefits for Members

• Insight into and influence over confidential Citrix initiatives

• Access to key Citrix corporate and product line executives

• Networking with Citrix and peers

• Participation in prestigious industry awards and speaking

opportunities


The road to advocacy…

Purchase

Feedback & support

Share their story

Advocate

Innovate

Invited to join User Groups

Case study

Customer quote

Success story video

Attend reference forums

Speak at Citrix events

Join advisory boards,

community programs

Innovation Awards / industry awards


Community & Customer Marketing

Community

Structured

Evangelist Program

Global User Group

Community

User-Led Governance

Model

Content

Increased utilization

Editorial Calendar

Approach

Leadership &

Momentum Proof Points

References

Comprehensive

Reference Process and

Asset Creation

Dynamic Reference

Content

REV* impact metrics

Advocacy

Executive Advisory

Boards

Award Programs &

Industry Recognition

High-value Assets

*Reference Engagement Value

Increase engagement

& advocacy

Develop & grow

our tribe Accelerate pipeline Create relevant

customer proof points


Award Winning Program Citrix Recognized as 2015 Program of the Year for Advocacy Programs

“The success of Citrix is based on two key elements. The first is an unwavering

belief in the value of delivering meaningful results for customers, who, in turn,

are willing to share their success stories with the broader market.

The second is a focus on the operational underpinnings of process and

technology required to create and prove its value to the business.

Together, these elements enable the customer team to prove value, build

credibility and garner appropriate levels of investment in order to realize its

potential as an essential contributor to the company’s growth engine.”

Megan Heuer, Vice President & Group Director, SiriusDecisions


Thank You!

Eileen D’Ippolito

Director, Customer Marketing

[email protected]

Lee Rubin

Senior Manager, Global Reference Programs

[email protected]

Pascale Royal

Manager, Global Advocacy Programs

[email protected]

mailto:[email protected]







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Citrix How Customer Marketing Fuels Success

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