Personalized communications and high-end telemarketing, with the close involvement of the Citrix sales team, convinced prospects in Germany to switch to a new SD-WAN provider
sales pipeline generated
pipeline target achieved
We designed a demand generation program that outlined potential business benefits through compelling case studies and ‘challenger sale’ personalized savings calculations.
Citrix needed a way to stand out in a crowded SD-WAN market and generate meetings with senior IT buyers in Germany.
Double-opt-in email regulations in the region restricted available communication channels.
Prospects were selected in collaboration with the sales team.
A first wave of direct mails showcased the power of Citrix’s offering through a case study of the Danish Fisheries Agency, which deploys SD-WAN on 20 ships in the North Sea.
The second wave demonstrated the number of working hours an employer could save by using Citrix SD-WAN, and the resulting increase in employee productivity.
The figure was personalized for each account, based on their industry, number of employees and known downtime. The inside sales team, working closely with Citrix sales, followed up on the direct mail campaign to set meetings.
The second wave performed so well that the CIO of a large automotive supplier proactively sought a meeting with Citrix about SD-WAN.
Marketing Director, Citrix