Building the Business Case for B2B Personalization

BUILDING A PERSONALIZATION BUSINESS CASE

#B2BSummitApril 29-30, 2015 | AT&T Park, San Francisco, CA

Cori KaylorSenior Manager, Web Strategy and Online Marketing, Citrix Systems

Jessica CollierWeb Conversion Strategist, Citrix Systems

©2014 Copyright Demandbase, Inc. Demandbase Confidential.

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Introductions

Cori Kaylor Senior Manager, Web Strategy and Online Marketing

Jessica CollierWeb Conversion Strategist


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Agenda

Overview

Vision

Challenges

Strategy

Technology Stack

Test plan and results

Next steps and conclusions

Q&A


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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


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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


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“ 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.”


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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


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Benefits of B2B personalization

Increased engagement Increased conversions More efficient communication Enhanced loyalty


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Vision & Challenges


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Vision

To personalize and tailor the citrix.com experience to the individual visitor


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Challenges

?

Resources

How

CostTools

ROI• Web site• Pages• Banner ads• Frequency• Journey• Self selection


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Goals & Strategy


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Start with goals

Increase engagement and conversions of anonymous to known visitors

Accelerate buyer’s journey from awareness to sale


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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


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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 ContentTrafficAlign goalsPick a target

• Create content for each segment

• Determined prominent interaction points for each segment


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Our target opportunity

Healthcare, Education and Finance


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Technology


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Segmentation technology


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A/B testing technology


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Analytics


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Technology “stack”


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Personalization Test Plan & Results


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Test to make decisions


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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


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Test plan, cont.

Leverage additional analytics tracking Pages per session

Average session duration


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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%


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Test 1: Personalization on Citrix.com


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Test results

7% decrease in bounce rate

30% increase in engagement

10% increase in pages/session

4% increase in average session duration


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Test 2: Personalized Synergy sessions


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Test results

30%

168%

Increase in clicks

Increase in clicks


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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

Documents

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