ANA DIEZ
Optimizing Citrix.com for strategic growth
By making it about the customer and not our products.
Citrix set an ambitious goal to become the preferred way to work for 1 billion users globally. While the website and digital marketing channels were expected to drive scale and growth, we were faced with limited budget and resources.
Real-time insights and personalized content have not only improved satisfaction but also accelerated our sales pipeline. It’s a game-changer for both marketing and sales.
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Defining the problem
Customers struggled to find relevant product information quickly. Static content, complex navigation, and a formal tone created friction, leaving users unable to connect with solutions or see value. Sales teams also lacked real-time visibility into top account activity, slowing follow-up on critical opportunities.
Guiding customers with clarity and purpose
To create a more engaging and effective digital presence, we designed and launched a modular website that delivered advanced personalization. The experience dynamically adapted to each visitor—tailoring content based on behavior, role, industry, and product entitlements. This foundation allowed us to craft customer-led, solution-focused journeys that guided users seamlessly through problem-solving, product discovery, and value realization.
We introduced immersive digital experiences such as ROI calculators, interactive product tours, and hands-on simulations to empower users in their decision-making. At the same time, we shifted the overall voice and tone of content to be more conversational, reducing the average readability level from grade 13 to grade 9 to ensure clarity and accessibility for a wider audience. To close the loop with sales, we implemented instant alerts for top accounts when high-value forms were submitted—driving faster follow-up and stronger alignment across teams.
The impact
+20%
Pipeline
+50%
YoY Marketing qualified leads
+230%
YoY Organic search sessions
+26%
YoY Engagement
Takeaways and opportunities
Expanding interactive tools across more product lines and scenarios can deepen engagement, while advanced analytics will help measure the impact of these experiences on deal velocity and retention. There is also potential to evolve the conversational content strategy into additional channels—such as chatbots, webinars, and community forums—broadening reach and accessibility.
