Citrix, a global leader in enterprise mobility applications, approached our partner Martrain and ourselves to help them with a number of challenges. The marketing team needed to:
• Get new contacts into the pipeline and create interest on Citrix stands at tradeshows as well as through an email campaign
• Give PR useful headlines to promote by generating insightful and targeted content
• Create value-led informative content for social media and web download
Ideally they wanted a campaign that could evolve and keep producing leads and content on a six monthly cycle.
In response to their needs we created the CIO Insights campaign.
Targeting IT professionals across Europe the campaign was focused on getting them to think about mobile security issues whilst enticing them to take part by offering the chance to win “the ultimate mobile device”, an Airwheel..
The campaign was broken down into various stages.
Stage 1 - The survey
The survey was custom-built and carefully designed to both grab the attention and keep respondents engaged. The Airwheels drew the crowds in at events and to win one they filled out the survey on iPads at Citrix stands. It was also promoted through a European wide email campaign.
Stage 2 – PR headlines
Some of the results were quite surprising and gave PR some valuable headlines. One such headline was that 71% of respondents use personal cloud storage, such as Dropbox or OneDrive, to share or move company data.
Stage 3 – Video animation
From the results we created a video animation of some of the more compelling findings which were separated into short edits for Twitter and social media.
Stage 4 - Infographics
The video attracted prospects attention who were then propelled along the customer journey by downloading an infographic of the detailed results and issues of mobile security along with information on the relevant Citrix solutions.
Stage 5 - Follow up email campaign of results
The video and infographic were used in a followup e-blast to 137k Citrix proposects
Over 1000 people across Europe, the Middle East and Africa completed the survey and 10 Airwheels were won
Lead captures on stand doubled from previous events
A wealth of valuable content that can be repurposed and posted out through various channels.
In the first seven days of the campaign the program delivered over 1000 leads and strong 6–digit contribution to the sales pipeline.
↑ Email invitation for the survey
↑ The complete survey
↑ The survey
↑ Video of the key survey results
↑ Survey results infographic