Marketers may think of 'customer marketing' as written case studies, testimonial videos and perhaps customer references for the sales team. The Citrix Customer Marketing team has evolved these tried-and-true marketing tactics into so much more. Customer marketing at Citrix has become a strategic initiative that has transformed how the company markets to and with its customers.

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IBM Presents: Transforming
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NEW LOCATION:

6. Tonight:

7. 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

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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.

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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

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Where we began our content marketing journey…
Logo Slides Loyalty Surveys
NewsletterCase Studies
References
Videos

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Design Thinking Methodology

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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

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

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Available via:
Smart
Phone
Tablet Laptop Desktop
Self-Service References
The right content, to the right consumer, at the right time

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2013 vs. 2014 Customer Marketing
References Utilized in the Customer Reference Database and Revenue Influence
2013 - 323 Total
References Utilized
2014 - 646 Total
References Utilized
Marketing 201 470
Sales 197 494
2013 Total - 466 Won Deals and
1221 Pipeline
2014 Total - 1283 Won Deals and
1128 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

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Rethink Content
One size can fit all – when it’s customizable
“People consume content is
multiple ways.”
- Director, Integrated Marketing

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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

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• 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?

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

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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

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10 year logo Email Banner
Infographic
Updated Citrix.com/Innovation
Newsletter
Innovation Boulevard

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Citrix social media

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Banners created by corporate social media for Customers

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Aer Lingus
FB, LinkedIn, Twitter

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Citrix Blogs
Blog.Citrix.com

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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

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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

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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

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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

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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 pipelineCreate relevant
customer proof points

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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

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Thank You!
Eileen D’Ippolito
Director, Customer Marketing
eileen.dippolito@citrix.com
Lee Rubin
Senior Manager, Global Reference Programs
Lee.rubin@citrix.com
Pascale Royal
Manager, Global Advocacy Programs
pascale.royal@citrix.com

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WORK BETTER. LIVE BETTER.

36. Questions?