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.
