Marketing strategy – Citrix Systems
The customer:
Citrix Systems, the global leader in technology for access to content and applications within multi-vendor IT environments.
The task:
Publicare’s task was to gage the experience of certified European Access Essentials resellers with selling product licenses, and to develop a new marketing strategy based on the findings.
The solution:
To obtain a sound empirical basis for strategy development, Publicare conducted a survey of resellers in the form of a telemarketing campaign. CAE resellers in Germany, the UK, France, and Italy were interviewed by native speakers who had received dedicated training and briefing. In addition, Publicare performed competitor analysis and database research to quantify market potential. This delivered reliable insight into the most lucrative markets and industries for Citrix Access Essentials in Europe. Based on these findings, Publicare developed concrete proposals for a new marketing strategy, combining suitable marketing tools, support with lead generation, and intensive dialog with CAE resellers.
The technology:
Telemarketing, database-assisted data capture and analysis.
The benefits:
Citrix obtained comprehensive and detailed feedback from its reseller network on its new product, Citrix Access Essentials. The results of quantitative and qualitative analysis helped Citrix to precisely tailor its marketing strategy to the real-world needs of resellers, and concentrate on the sales channels, markets and industries with the greatest potential. This boosted the effectiveness of all subsequent marketing activities.
The services:
Expert advice on and development of the telemarketing campaign, training of native-speaker call-center agents. Execution of the telemarketing campaign and additional surveys. Analysis of findings. Development of a coherent plan of action aligned with the new marketing strategy; presentation of findings and deliverables.