Case Study: Citrix Go To Assist

The Challenge

When Citrix Systems discovered the marketing content it was using to get customers to participate in a free trial of its remote IT support product, GoToAssist, was being downloaded free but failing to initiate the purchase of a license, the technology company engaged Elevation Marketing to find out why.

Our Approach

To gain an understanding of why Citrix’s GoToAssist marketing efforts were failing to produce the desired results, Elevation conducted a complete audit of its existing content strategy and then used its findings to develop the story arcs that would resonate with GoToAssist customers. A comprehensive content plan was developed around these story arcs that would support the entire buyer journey.

The Results

• Transformed a product-centric marketing campaign that was not getting results into an experience-centric one aligned with story themes resonating with customer pain points to get leads to convert

• Provided the GoToAssist team with its first-ever digital content plan and story-specific graphic designs

• Helped the GoToAssist marketing organization evolve its efforts by demonstrating the value of understanding the customer and using that knowledge to articulate what makes GoToAssist stand tall in the marketplace

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