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CITRIX & QUANTUM

Changing perceptions with Citrix

Citrix demand Generation case study

Wanting to dial up audience awareness of their cloud offering, Citrix asked Quantum to start conversations with their existing customer base. The challenge that we accepted was to help tackle head-on the perception that Citrix had little to offer in the cloud space. As for a more tangible goal, this was to drive a significant increase in renewals to Citrix Cloud Services. And with that, Quantum got to work.


A LITTLE BIT OF BACKGROUND

During the initial briefing process, Citrix was quick to detail the scale of the problem they faced. This centred on the fact that a lower than expected percentage of their customers had so far migrated from on-premises Citrix products to their cloud equivalents. Worse still, many of them did not see Citrix playing any significant role in their cloud journey – or perceived little benefit in attempting the migration.

Having been selected for both our experience within the target markets and our data insights, Quantum was quick to agree with the client an intended approach: 

  • Develop a robust, multi-channel programme to engage audiences

  • Create assets that would empower Citrix partners to engage customers across the buyer journey

  • Generate qualified opportunities that would be handed over to ‘Cloud-ready’ partners

BE CURIOUS

As for the story we needed to tell, this was based on challenging perceptions around Citrix’s cloud credentials. Do that, and we’d open the door to exploring wider Citrix capabilities – while also stimulating a willingness to understand the specific benefits on offer.

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All of which led to a unifying creative idea, which centred on the theme of ‘be Curious’. Brought to life with hand-drawn imagery, the idea provided a platform for encouraging the audience to find out more about the Citrix difference.
 

CORE REQUIREMENTS

  • Audience analysis and segmentation

  • Creative ideation

  • Campaign build and execution

  • Marketing automation

  • Lead nurturing and management

 

GETTING BUSY
 At the heart of this campaign was a new lead generation strategy developed by Quantum, and a creative idea that turbo-charged the central ‘Be Curious’ idea:

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  • During the initial few weeks, Quantum created a fully profiled and GDPR-compliant account list.

  • While that was happening, we devised the ‘Be Curious’ campaign idea and pitched this into Citrix.

  • Next, we set to work bringing the idea to life across various campaign materials.

  • At the same time, Quantum also planned and built out a number of automated customer journeys for nurturing contacts through the buyer journey.

  • Once these were signed off, we fed them into our marketing automation engine.

  • Following that, we initiated an outreach programme – which included 1:1 tele engagement

  • All leads were then carefully nurtured to qualify them in line with the agreed criteria.

  • Finally, Quantum helped manage the lead handover process to create qualified opportunities for the Citrix sales team.

 

FROM INTEREST TO OPPORTUNITY

Building on the interest generated by our outreach programme, Quantum worked in support of Citrix and their partners to maximise engagement with existing customers.

 

This led to the following numbers:

  • The results generated throughout the lifespan of the campaign was judged by the client to be 122% against the initial target

  • The current average ARR (annual recurring revenue) was measured at $60k

  • The estimated sales pipeline from the activity was set at $5.2 million

 

In addition, the conversations we had with Citrix’s sales team confirmed a 90% conversion rate from ‘sales ready lead’ to ‘sales qualified opportunity’. A statistic that, above all others, confirmed the quality of our approach from campaign assets to telephone follow-up.

 

As for the final metric, the return on investment, having reviewed the numbers with Citrix, the ROI to date stands at x53. That’s pretty impressive by anybody’s book.

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RESULTS

  • 90% Conversion rate from sales-ready leads to sales-qualified opportunity

  • $5.2m Sales pipeline, following effective lead handover to the Citrix sales teams

  • X53 Return on investment generated within the first 6 months of the campaign

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SUMMARY

Quantum’s insight-driven approach to demand generation has certainly paid off for Citrix. We’ve used many tools at the marketer’s disposal, from awesome creative to campaign, to wins the hearts and minds of customers wanting an effective cloud solution. Where the intelligent mix of these capabilities has led to targeted communications and informed conversations that have led directly to real-world opportunities.

THAT WAS AN EXCELLENT CALL WITH THE RIGHT INDIVIDUAL IN A TARGET ACCOUNT WITH A WELL-QUALIFIED OPPORTUNITY. MORE PLEASE

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FIELD SALES MANAGER, CITRIX

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