When Citrix Systems discovered the marketing content it was using to get customers to participate in a free trial of its remote IT support product, GoToAssist, was being downloaded free but failing to initiate the purchase of a license, the technology company engaged Elevation Marketing to find out why.
To gain an understanding of why Citrix’s GoToAssist marketing efforts were failing to produce the desired results, Elevation conducted a complete audit of its existing content strategy and then used its findings to develop the story arcs that would resonate with GoToAssist customers. A comprehensive content plan was developed around these story arcs that would support the entire buyer journey.