Download - Citrix and Oceanos case study presented at SiriusDecisions 2012

Michelle Vaughan – Citrix Systems

Frank Willey - Oceanos

Contact Target Mapping and Content Alignment

A Case Study

© 2012 Citrix | Confidential – Do Not Distribute

The Situation

Competitive space Compelling message Specific target

“Ready to move from the iron age to the cloud age?”


• Develop air cover and resources to successfully penetrate competitive accounts

• Highlight superiority in meeting key customer requirements not product feature advantages

• Know the audience and map content to their needs

• Focus on demand marketing and sales engagement

The Strategy


Industry best 2048-bit SSL performance

Consolidation without compromise

True pay as you grow. No new hardware

All functionality, all devices, all the time

Unrivaled expertise in both virtualization and networking

Focus on the Message


The Plan

Message

List Acquisition

Paid Media

Lead Generation

Corporate Web

Global Events

Field EventsCustomer Communications

Google SEM & Domain Target

Appointment Setting

Call Down

Email


Campaign Creative

Target Mapping & Content AligmentOceanos


• Identify and utilize opportunities in the environment to increase performance

• Actively seek new “intelligent attributes” to provide competitive advantage

• Innovative reporting and segmentation to maximize the return on marketing assets

• Ability to integrate with marketing and sales to create efficiencies

• Continuity of data quality

• Response behavior profile of your potential client

Asset Management – Opportunity Development


• CI is sources from hundreds of sources including news releases, lease filings, trade publications and the web

• Data is reviewed, standardized and processed through and algorithm that assigns a confidence indicator

• Process is systematically repeated to idetify and validate new and existing intelligence

Business Intelligence – Competitive Intelligence

CI empowers sales and marketing to more effectively target named accounts with competitive or complementary offers.

Key Takeaways


Message

Timing

Methodology to reach target

Legal review

Global appeal

Considerations


Excellent campaign message performance

64x ROI

37% net new

Sales advocacy

Results