How Citrix Cracked the Code on Personalization

Secrets of Personalization:

How Citrix Cracked the Code on Personalization

Today’s Speakers

Jessica FewlessDirector, Field & Partner MarketingDemandbase

Cori KaylorSr Manager, Web Strat-egy & Online MarketingCitrix

Jessica Collier Web Conversion Strate-gistCitrix

Housekeeping

This webinar is being recorded.

Slides and recording will be e-mailed.

There will be time for Q&A at the end.

Submit questions via the Q&A box below.

B2B is Different

Consumers Businesses• Individuals• Emotional purchasing• May be impulse; buy in minutes

• Large market• Transactional

• Companies/Accounts• Task-oriented purchasing• Planned; buy in months• Smaller, niche market• Strategic

5

channel in making the purchase decision.

70% of buyers have indicated that the VENDOR’S WEBSITE MOST INFLUENTIAL

was the

Source: DemandGen Report

Your website is a critical marketing tool

6

Website is #1 indicator of future revenue

…all roads eventually lead to the company Website—buyers use company Web sites as a primary tool during the decision- making process...Since Websites are such an important stop for buyers, and it is imperative that they have a good experience during their visits, vendors must not lag in this area.

- IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012)

“ ”

85% of website visitors

are not potential customers

80% of web visitors abandon a site

In < 5 seconds

97% of website visitors will ignore

call to action

Basic methods aren’t driving results

Hero image carousel

Featured content

Clear navigation

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So what can you do about it?

• Founded 1989• $3.1B+ 2014 revenue• 9,000+ employees• 330,000+ enterprise customers• 10,000+ partners in 100 countries• #1 Desktop & App virtualization • #2 Cloud Networking• #2 Web Collaboration

About Citrix

• Overview• Vision• Challenges• Strategy• Technology stack• Test plan and results• Next steps and conclusions• Q&A

Agenda

•Centralized corporate team of web strategists, designers, producers and developers

•Manage over 30 web properties, including Citrix.com

•Deliver web experiences that tell the Citrix story, amplify awareness of our brand, move visitors through the customer journey and generate leads and revenue

Web Experience team

“ Personalization is collecting implicit or explicit user information to create a content delivery framework that not only manipulates the information presented to users but how it is presented.”

- MarketingProfs

• Increased engagement • Increased conversions• More efficient communication• Enhanced loyalty

Benefits of B2B Personalization

Vision and Challenges

Vision

To personalize and tailor the citrix.com experience to the individual visitor

Challenges

?

Resources

How

CostTools

ROI

• Website• Pages• Banner ads• Frequency• Journey• Self selection

Goals and Strategy

Start with goals

• Increase engagement and conversions of anonymous to known visitors

• Accelerate buyer’s journey from awareness to sale

Strategy

Pilot with existing

tools

Leverage new

testing practice

Get team excited

with results

If pilot is successful, develop long term solution

Pilot Test Inspire Invest

5 steps to a personalization pilot

• Ensured unique

• Reviewed data

• Personal data

• Company • Behavior• User

preferences• Social data

• Reviewed company initiatives

• Analyzed traffic

• Ensured that there is enough web traffic

Location ContentTrafficAlign goalsPick a target

• Create content for each segment

• Determined prominent interaction points for each segment

Our target opportunity

Healthcare, Education and Finance

Technology

Technology “stack”

Personalization Test Plan & Results

Test to make decisions

Test plan

• Run (2) A/B tests (personalized messages vs generic messages)-Industry targeted hero banners on Citrix.com-Industry sessions for Synergy on Downloads page

• Measure specific goals -Clicks/engagement on banners-Bounce rate

• Leverage additional analytics tracking -Pages per session-Average session duration

Hypothesis & success measures

Increase engagement/clicks on banner by 10%

We believe that industry-specific content personalization on Citrix.com will increase engagement and decrease overall bounce rate.

Decrease bounce rate by 5%

Test 1: Personalization on Citrix.com

Test results

7% decrease in bounce rate

30% increase in engagement

10% increase in pages/session

4% increase in average session duration

Test 2: Personalized Synergy sessions

Test results

30%

168%

Increase in clicks

Increase in clicks

Next steps

• Integrated Demandbase plug in for Adobe Experience Manager (CMS) in July

• Rolled out personalized vertical homepage banners in early August• Continue to roll out vertical promos and content throughout site• Operationalize the maintenance of personalized experiences

1. Know your strengths and weaknesses2. Leverage assets you already have3. Deliver the content you know your visitor

wants4. Test and retest

How can you see results like Citrix?

Who’s coming to your website?• Are they finding what they

need?• Are they finding the content you

WANT them to find?

Measure: Know your strengths and weaknesses

• Who do you WANT to talk to• What do you WANT to tell

them

Engage: Segment your Audience

Use the assets you already have• Change upfront messaging• Change imagery• Change call-to-action• Speak the language of your

visitor• Lead them to the intended

CTA

Engage Convert: Test out your message

• Find out what worked – put it into production• Identified what didn’t – test out something different• Repeat

Measure: What worked? What didn’t?

Higher EngagementMore Conversions

More Revenue

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Q&A

Thank You!