Collaboration with PeerSpot:

• Partnered with PeerSpot (formerly IT Central Station) to implement a "Reviews as a Service" campaign.

• Identified highly satisfied customers with the help of the sales enablement and sales teams. These customers were likely to provide positive, insightful feedback.

• Created a structured interview process where PeerSpot called selected customers using a set of Citrix-supplied questions to ensure authentic and detailed responses.

1. Content Creation and Localization:

   • PeerSpot transformed the customer interviews into two whitepapers:

     • One branded for PeerSpot to use on their platform, enhancing their credibility.

     • One customized for Citrix to use in targeted demand generation efforts.

   • The Citrix-branded whitepaper was translated into multiple languages to ensure relevance for regional audiences across EMEA and APJ markets, enhancing accessibility and engagement.

2. Audience Targeting:

   • Leveraged the Citrix-branded whitepaper to target a lookalike audience on LinkedIn, focusing on professionals with similar roles, industries, and connections to those interviewed.

   • Created a global campaign with a 60/20/20 budget split across the Americas, Europe, and APJ.

     • Allocated resources to 80% desktop and 20% mobile platforms based on regional and behavioral insights.

3. Campaign Promotion:

   • The campaign utilized a mix of digital marketing tactics to maximize visibility and engagement:

     1. Social Media Advertising:

        • Promoted the whitepaper across LinkedIn, targeting IT professionals based on job roles, industries, and company size.

     2. Content Syndication:

        • Distributed the whitepaper through third-party platforms to expand reach to niche industry audiences.

     3. Search Marketing:

        • Integrated paid search campaigns targeting high-intent keywords related to IT solutions and reviews.

     4. Partner Marketing with Geofencing:

        • Collaborated with marketing partners to create a geofencing campaign targeting trade shows where Citrix competitors were exhibiting.

        • Execution:

          • Identified key trade shows in the IT space and geofenced a digital perimeter around the event venues.

          • Delivered ads promoting the whitepaper to attendees’ mobile devices while they were within the geofenced area or shortly after leaving.

          • Tailored messaging to highlight competitive advantages, leveraging insights from the customer reviews featured in the whitepaper.

        • Impact:

          • Captured the attention of high-intent professionals actively seeking IT solutions, many of whom were likely evaluating competitors.

          • Drove immediate engagement with the whitepaper, turning event attendees into qualified leads.

     5. Integrated Multi-Channel Approach:

        • Coordinated messaging across all channels to ensure consistency and relevance.

        • Optimized tactics dynamically based on performance metrics during the campaign.

4. Lead Nurturing:

   • Leads generated from the campaign were:

     • Filtered and qualified based on engagement with the whitepaper.

     • Passed to the sales team via CRM for direct follow-up.

     • Added to a nurture stream that included email sequences, additional resources, and webinars to deepen engagement.

5. Ongoing Partnership:

   • The success of the initial campaign led to an ongoing partnership with PeerSpot, renewing the initiative annually to maintain a steady pipeline of fresh customer reviews and updated content.