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.