Citrix: The Freedom of Work
Insight-powered narrative drives ABM success for Citrix
Citrix is full of ambition. It wants to transform the way people work, reimagining the employee experience by increasing productivity and engagement through its intelligent workspace platform. While ambitious in promise, however, the ‘transformation of work’ message is somewhat ubiquitous – far from ideal fodder for a laser sharp ABM program to differentiate Citrix and engage an audience with its compelling narrative. So how did Agent3 take this very broad thought leadership concept and make it resonate with 33 of Citrix’ most fertile accounts across four vertical sectors?
To be successful in making a ‘transformation of work’ campaign heard above the industry noise, ‘something’ needed to be created that would enable us to produce engaging content across all accounts without having to build or produce ‘something’ for each of them individually.
Using insight, research and data as the cornerstone, ‘The Freedom of Work’ campaign matched vertical sector insights and research to the Citrix value proposition. Through this campaign, Citrix was able to plant a flag and create a Charter that would become a blueprint for the future of work, regardless of sector.
Drawing inspiration from the insights taken from the vertical sector research, our thinking was refined into one strong idea and enabled us to have one single, uniting ‘hero asset’. Once landed, this ‘hero’ content could then explode creatively to enable more personalized content for cluster targeting further down the sales funnel.
‘The Freedom of Work’ concept gave Citrix the opportunity to bring together thought leadership, brand positioning, industry insight and clear calls to action into a strong, single minded and focused campaign.
Jon Cooke Director, Strategic accounts, Citrix EMEA
Working with Agent3, which has a vast amount of experience in our industry, as well as many other sectors, and which also works with top vendors has allowed us to receive best practice and get guidance on our thinking. It has freed us up to think more broadly about the accounts and look at them longer term. We have been able to put account teams back on track.