CITRIX
The Challenge
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.
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Our Approach
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.
The Results
- Transformed a product-centric marketing campaign that was not getting results into an experience-centric one aligned with story themes resonating with customer pain points to get leads to convert
- Provided the GoToAssist team with its first-ever digital content plan and story-specific graphic designs
- Helped the GoToAssist marketing organization evolve its efforts by demonstrating the value of understanding the customer and using that knowledge to articulate what makes GoToAssist stand tall in the marketplace