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ResourceiT Consulting Ltd,
4 Elmwood, Chineham Business Park, Crockford Lane, Basingstoke Hampshire RG24 8WG

Delivering high-quality qualified leads to help Citrix distributors drive channel growth

Citrix Case Study image Citrix Case Study image

About Citrix

Across 16 million cloud users and thousands of organisations, Citrix pioneered remote access and continues to enable users around the world to work when, where and how they want in the hybrid era. Founded in 1989, today the company forms part of Cloud Software Group, focused on unified workspace technology.

About Citrix featured image About Citrix featured image

The Challenge

In conjunction with three of its distributors, Citrix wanted to generate high-quality, qualified leads to enable the channel by helping resellers have more effective sales conversations.  

What were the client's goals?
Increase net new customers and partner breadth
Drive demand and awareness of hybrid workspace solutions
Position Citrix as the leader in the Digital Workspace category
Deliver high-quality leads for Citrix distributors to pass on to channel resellers
What did ResourceiT do?

Based on our strong understanding of the channel and the Citrix offering, ResourceiT was selected, alongside Citrix’s approved content marketing agency, to drive this campaign forward. Focusing on key Citrix regions with the target audience split into personas, this multi-touch campaign spanned an 8-month period and included Content Syndication, LinkedIn awareness and demand generation, ABM display ads and telemarketing. With a solid knowledge of the Citrix brand and its distributors, ResourceiT was able to quickly spin up the campaign, leveraging content provided by Citrix that our team of expert digital writers optimised to maximise CTR. Promoting 12 pieces of content, including videos for awareness plus eBooks and industry reports for demand generation, we selected appropriate roles to target and refined as necessary, leveraging persona-led messaging across more than 20 LinkedIn ads to increase the relevancy to prospects and improve engagement. 

The campaign kicked-off in Northern Europe, with a variety of video ads delivered over an 8-week period to warm up the audience and enable retargeting.  Sponsored Content and Messaging, plus Conversation Ads on LinkedIn alongside ABM Display ads were closely monitored and optimised to generate maximum return. These leads plus those generated from asset downloads via a dedicated Citrix Landing page and LinkedIn native form, were qualified as MQLs. These were then nurtured and further qualified using telemarketing to generate SQLs over a four-month period.

BANT qualified leads complete with write-ups for were passed on to resellers for the most effective sales conversations and maximum ROI.

Success in Northern Europe became the blueprint for roll-out in Belgium, the Netherlands and Western and Southern Europe, simple and quick to do, as the whole project was packaged and templated to ensure it could be quickly adapted and deployed in other markets. 

What happened next?

Due to the success of the Northern Europe project, the blueprint for the campaign was replicated across Belgium and the Netherlands and Western and Southern Europe. By packaging the campaign in such a way, it can be quickly deployed and adapted for other markets. 

Highlights of the campaign included:

  • The campaign exceeded industry standards for LinkedIn sponsored content at over 3.5x in Northern Europe 
  • With 620 content downloads and 486k impressions, we generated 118 leads and 31 prospects for the UK alone
  • The same Sponsored Content campaign was replicated in other regions and significantly over performed compared to the industry average 7.5x the average in Belgium and the Netherlands and 6x in West and Southern Europe
572,494 total impressions
3,623 total clicks
0.63% CTR
118 total leads

ResourceiT’s contribution to Citrix extends far beyond mere project delivery. They operate as true partners, working strategically alongside us to enhance our campaigns and demonstrate measurable ROI. Consequently, their collaboration has been instrumental in the success of some of our most impactful campaigns.

Benita Sabharwal, Regional Account Based Marketing – UKI & Nordics, Citrix

What services did Citrix use for this project?

Our Approach


Generate leads, drive traffic and get your brand noticed by key decision-makers in the industry with LinkedIn advertising.

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Media Buying

Put your brand in the spotlight with our strategic media buying service. We’ll get you on the right platforms at the right time.

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Demand Generation

Drive interest. Gain recognition. Make your brand the only one buyers need. Our demand generation service puts you on the map.

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Improve conversion and drive ROI amongst those high value clients with a hyper-personalised, targeted approach.

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B2B telemarketing is still the most reliable form of demand generation marketing and lead generation.

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