CITRIX "Steps IT up" with ChannelPro

Challenge: Citrix Systems, Inc., the industry leader in providing end users access to corporate applications, faces the continual challenge of getting its customers to adopt and upgrade to the latest version of its access solution. With its MetaFrame Presentation Server, Citrix sought to partner with Vector ESP, one of its global alliance partners, to increase its appeal and adoption among both current Citrix customers and concurrent Vector ESP users.

Solution: Starmark first created an integrated campaign, "Step IT up!" targeting both Citrix's value added resellers (VARS) and Vector ESP users with a sales promotion and incentive for concurrent users. Starmark then leveraged ChannelPro to co-brand an interplay of the campaign's integrated tactics, including direct mail pieces and coordinated emails.

Results: Starmark's technology marketing experience helped Citrix accelerate migration and increase new version adoption rates. Today, with award-winning programs yielding as much as 16x ROI, Citrix has achieved lead generation rates that surpass the industry average.