THE GOAL

To build an engaging customer journey centered around individual needs.

THE STRATEGY

Refresh Citrix.com with helpful, conversational content – not complicated marketing speak. 

• Used personalization to serve up dynamic content based on behavior, role, location and industry.

• Created immersive product-in-action tours and click-through-demos

• Used conversational voice and tone to lower the average readability score from grade 13 to grade 9