Building the Business Case for B2B Personalization

BUILDING A PERSONALIZATION BUSINESS CASE

#B2BSummit

April 29-30, 2015 | AT&T Park, San Francisco, CA

Cori Kaylor Senior Manager, Web Strategy and Online Marketing, Citrix Systems Jessica Collier Web Conversion Strategist, Citrix Systems

©2014 Copyright Demandbase, Inc.

Demandbase Confidential. 2

Introductions

Cori Kaylor

Senior Manager, Web Strategy and Online Marketing Jessica Collier

Web Conversion Strategist



Agenda

Overview

Vision

Challenges

Strategy

Technology Stack

Test plan and results

Next steps and conclusions

Q&A



About Citrix

Founded 1989

$3.1B+ 2014 revenue

9,000+ employees

330,000+ enterprise customers

10,000+ partners in 100 countries

#1 Desktop & App virtualization

#2 Cloud Networking

#2 Web Collaboration



Web Experience team

Centralized corporate team of web strategists, designers,

producers and developers

Manage over 30 web properties, including Citrix.com

Deliver web experiences that tell the Citrix story, amplify

awareness of our brand, move visitors through the

customer journey and generate leads and revenue



“ Personalization is collecting implicit or

explicit user information to create a content

delivery framework that not only manipulates

the information presented to users but how it

is presented.”



Why B2B is different

Individuals

Emotional purchasing

May be impulse; buy in minutes

Large market

Transactional

Companies/Accounts

Task-oriented purchasing

Planned; buy in months

Smaller, niche market

Strategic

Consumers Businesses



Benefits of B2B personalization

Increased engagement

Increased conversions

More efficient communication

Enhanced loyalty



Vision & Challenges



Vision

To personalize and tailor the citrix.com experience

to the individual visitor



Challenges

?

Resources

How

Cost Tools

ROI • Web site

• Pages

• Banner ads

• Frequency

• Journey

• Self selection



Goals & Strategy



Start with goals

Increase engagement and

conversions of anonymous

to known visitors

Accelerate buyer’s journey

from awareness to sale



Strategy

Pilot with existing tools

Leverage new testing practice

Get team excited with

results

If pilot is successful,

develop long term solution

Pilot Test Inspire Invest



5 steps to a personalization pilot

• Ensured

unique

• Reviewed

data

• Personal data

• Company

• Behavior

• User

preferences

• Social data

• Reviewed

company

initiatives

• Analyzed

traffic

• Ensured that

there is

enough web

traffic

Location Content Traffic Align goals Pick a target

• Create

content for

each

segment

• Determined

prominent

interaction

points for

each

segment



Our target opportunity

Healthcare, Education and Finance



Technology



Segmentation technology



A/B testing technology



Analytics



Technology “stack”



Personalization

Test Plan & Results



Test to make decisions



Test plan

Run (2) A/B tests (personalized messages vs generic messages)

Industry targeted hero banners on Citrix.com

Industry sessions for Synergy on Downloads page

Measure specific goals

Clicks/engagement on banners

Bounce rate



Test plan, cont.

Leverage additional analytics tracking

Pages per session

Average session duration



Hypothesis & success measures

Increase engagement/clicks on banner by 10%

We believe that industry-specific content

personalization on Citrix.com will increase

engagement and decrease overall bounce rate.

Decrease bounce rate by 5%



Test 1: Personalization on Citrix.com



Test results

7% decrease in bounce rate

30% increase in engagement

10% increase in pages/session

4% increase in average session duration



Test 2: Personalized Synergy sessions



Test results

30%

168%

Increase in clicks

Increase in clicks



Next steps

Build on our success with the pilot

Continue to leverage promo based personalization

Location based event promotions

Roll out personalized homepage banners

Explore content personalization

Personalizing pdf’s, content blocks, images for vertical markets

Geo targeted content

Integrate Demandbase plug in for Adobe Experience Manager (CMS)

Leverage Demandbase for sales enablement projects

Operationalize the maintenance of personalized experiences

Building the Business Case for B2B Personalization

Marketing

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