Summit 2012: Targeted Contact Mapping and Campaign Content Alignment Presenters: Michelle Vaughn, WW Director of Demand Generation, Citrix Systems, Inc. with Frank Willley, President of Asset Management, Oceanos, Inc. Sponsored by: Oceanos (www.oceanosinc.com) With greater levels of intelligence your ability to map and target specific contact types greatly enhances your ability to align your specific content to the audience and create a more responsive contact universe. B-to-b marketers can use this high level mapping to create micro level messaging designed to a very specific audience allowing the marketer to provide very focused and engaging messaging to activate their audience and increase pipeline velocity and downstream revenue alignment to a campaign. In this presentation, we will answer the following questions: • What types of intelligence can be accessed to improve contact mapping? • What tools are used to assess content alignment? • Is this cost effective? What is my return going to be? • What does a program like this look like?

1. Contact Target Mapping and Content Alignment
A Case Study
Michelle Vaughan – Citrix Systems
Frank Willey - Oceanos

2. The Situation
Competitive space 
Compelling message 
Specific target 
“Ready to move from the iron age to the cloud
age?”
© 2012 Citrix | Confidential – Do Not Distribute

3. The Strategy
• Develop air cover and resources to successfully penetrate
competitive accounts
• Highlight superiority in meeting key customer requirements not
product feature advantages
• Know the audience and map content to their needs
• Focus on demand marketing and sales engagement
© 2012 Citrix | Confidential – Do Not Distribute

4. Focus on the Message
Industry best 2048-bit SSL
Consolidation without compromise
performance
Unrivaled expertise in both
virtualization and networking
True pay as you grow. No new All functionality, all devices, all the
hardware time
© 2012 Citrix | Confidential – Do Not Distribute

5. The Plan List Acquisition
Email Paid Media
Call Down Lead Generation
Message
Appointment
Corporate Web
Setting
Google SEM &
Global Events
Domain Target
Customer
Field Events
Communications
© 2012 Citrix | Confidential – Do Not Distribute

6. Campaign Creative
© 2012 Citrix | Confidential – Do Not Distribute

7. Target Mapping & Content Aligment
Oceanos

8. Asset Management – Opportunity Development
• Identify and utilize opportunities in the environment to increase performance
• Actively seek new “intelligent attributes” to provide competitive advantage
• Innovative reporting and segmentation to maximize the return on marketing
assets
• Ability to integrate with marketing and sales to create efficiencies
• Continuity of data quality
• Response behavior profile of your potential client
© 2012 Citrix | Confidential – Do Not Distribute

9. Business Intelligence – Competitive Intelligence
• CI is sources from hundreds of sources including news releases,
lease filings, trade publications and the web
• Data is reviewed, standardized and processed through and
algorithm that assigns a confidence indicator
• Process is systematically repeated to idetify and validate new and
existing intelligence
CI empowers sales and marketing to more effectively target named accounts
with competitive or complementary offers.
© 2012 Citrix | Confidential – Do Not Distribute

10. Key Takeaways

11. Considerations
Message
Timing
Methodology to reach target
Legal review
Global appeal
© 2012 Citrix | Confidential – Do Not Distribute

12. Results
Excellent campaign message performance
64x ROI
37% net new
Sales advocacy
© 2012 Citrix | Confidential – Do Not Distribute