focusgotoassist

28ResponseDECEMBER2006www.
responsemagazine.
comDavidBaeza,wholeadsmediastrategyandcustomeracquisitionforthecompany'sconsumerandsmallbizapplications,creditsdirectresponseforboomingsales.
Citrix'GoTowww.
responsemagazine.
comResponseDECEMBER200629CitrixOnlinehasmadegreatstridesinrecentyearsusingdirectresponseacrossvariousmedia—fromTVtoradiototheWebtoprint.
Thankstothemarketingplansforitsleadingon-demandappli-cationsGoToMyPCandGoToMeeting,thedivi-sionhassurpassedthe$100millionmarkinnetrevenueinjustthreequartersof2006,aftertotal-ing$99millionforallof2005.
Baezaleadsmediastrategyandcustomeracquisi-tionforthecompany'sconsumerandsmallbusinessproducts,whichalsoincludeGoToWebinar,anapplicationthecompanycalls"theindustry'sfirstdo-it-yourselfsolutionforWebevents.
"Hecon-tends,"Isetmediastrategyandplanning,overseecustomeracquisition,campaignmanagementandoptimization,andbudgetplanning.
"Baeza,whojoinedthecompanyin2003afterservingasmanagingdirectorofb.
o.
b.
o.
wirelessandCMOofSonicport,sayshisexperienceinthetele-comandE-commercebusinesshasalwaysbeencen-teredondirectresponsemarketing.
"IcameofageinaworldofpureROI,"hesays.
"Ilovedthepaceandtheabilitytomoveinandoutofchannelsquickly.
Myno-nonsenseapproachtodirectmarket-ingmadeforaperfectfitatCitrixOnline.
"ThegreatsuccessofGoToMyPCandGoToMeetinghasbeenabigpartoftheonlinedivi-sion'sbreakthroughinrecentyears.
Inturn,theex-pansionofCitrixOnlinehashelpeditsCitrixSys-temsexpanditsrevenuestomorethan$900millionin2005—andthecompanyisonpacetobreakthroughthe$1billionrevenuemarkin2006.
OnlineSays,…MyDRTV'Wehaveapproachedbrand-buildingasbrandedDR,"saysDavidBaeza,areavicepresident,customeracquisitionforSantaBarbara,Calif.
-basedCitrixOnline,theonlinedivi-sionofFortLauderdale,Fla.
-basedCitrixSystemsInc.
"Attimes,itisimportanttocreateawarenessusingonesetofchannelsandpersuasionusinganother.
""BYTHOMASHAIRECONTINUED>Allofthisispartofabrandeddirectresponse,ROI-focusedmarketingap-proach.
"WeareasconcernedaboutthedirectROIasweareaboutattractingtherightcustomersand,conversely,repellingnon-customers,"Baezacontends.
"Byre-pellingnon-customersthroughaclearbrandpromise,wedecreasetheriskofdetractorsandincreasethelikelihoodofgettingqualifiedtrafficandagoodcus-tomerexperience.
"EmphasizingtheRightMixToreachthosekeygoals,Baezasaysithastakenagreatdealoftimeandpa-tiencetofindoutwhattypesofmarket-ingtoemphasizeindifferentchannels.
Fragmentationhasprovidedmoreoppor-tunitiestoBaeza,notfewerasmanycrit-icspredict.
"Astheproductmixandmarketingchannelshaveincreased,myemphasishascenteredonpositioning,consumerengagementwithmedia,budgetalloca-tionandmedia-mixmodeling,"hesays.
"Priortomyarrival,theE-commercedepartmenthadincredi-blesuccesswithonlinemarketing.
Myteam'sexperienceinavarietyofmediachannelspavedthewaytoextensivechanneldiversification.
Today,weenjoyhavingtheabilitytodistributemediaallocationamongsixprimarymediachannelsandhun-dredsofsecondaryonlinepublishers.
"BaezasaystheCitrixOnlineteamisabletomeasureeachandeverypartofitsmediamixwiththetightestfocus.
EverynetworkinaTVcampaignhasitsownbenchmarks,whileeachpartofanonlinecampaign—fromsearchtoaffiliatemarket-ing,fromblogstoRSS—hasitsownsetofkeymeasures.
"Wehavenofearoffragmentation,"headds.
"Really,there'sneverbeenabetteropportunitytotar-getyourcustomers,andnichetargetingissodesirable.
Scalabil-ityisstillabitofanissue,butitwillcatchup—andwhenitdoes,it'llbethatmucheasierforustoreachourtargets.
"Nomattertheproduct—GoToMyPCoffersuserssecureremoteaccesstotheirPCsfromanywhere;GoToMeetingoffersuserssimpleonlinemeetingcapa-bilities;andGoToWebinarex-pandsonGoToMeeting'scapabilities,of-feringaccesstoupto1,000attendeesforanonlineseminar—thephilosophyforCitrixOnline'smarketingplansremains"simplerisbetter.
"Hecontendsretailstoresaren'tanoptionandadds,"wesellGoToMyPC,GoToMeetingandGo-ToWebinarviaasalesforceanddirectonline.
AllofourproductsareWeb-basedservices—purchasedonlineandusedonline.
"Productdesignisalsoamajorempha-sisinCitrixOnline'smarketing.
"Westrivetobethebestatcustomerexperi-ence,"Baezasays.
"Ourcustomershavetoldusthattheyappreciatetheflatrate,no-nonsensepricing,aswellastheabili-tytohaveunlimiteduseofourproductswithoutoveragesoradditionalchargesandtheabilitytomovebetweenprod-uctsseamlessly.
"Thatseamlessnessextendsbackintothecompany'sactualmarketingscheme.
"Ourdirectmarketingapproachisequal-lysimple,"Baezasays.
"Thecall-to-ac-tionforourproductsalwaysincludesafreetrialthatisatleast30dayslong.
Theresultisindustry-leadingconversionratesandalifetimevaluethatextendsforyears.
"However,Baezaknowsthatwithoutaqualityproduct,amarketercanonlydosomuch.
"Asacompany,wedowhatwesaywearegoingtodo,"hecontends.
"Ourcustomersloveourproductsandtheystaywithusbecausewedeliveronthe'sim-plerisbetter'promise.
"DRTVPlaysMajorRoleCitrixOnlineishavingsuccessincurrentcampaignsforGoToMyPC,itsflagshipproduct,andthenewerGoToMeeting.
Anddirectresponsetelevisionisahugepartofbothcampaigns.
"OurlatestDReffort[forGoToMyPC]iscalled'OfficeSucks.
'WelaunchedaGoToMyPCshort-formtelevisioncommercial,whichisrunninginhigh-profiledaypartsonnationalcable,syndi-cationandnetworks,"Baezasays.
Thespot"featuresayoungboywhowisheshecouldspendmoretimewithdad,buthisdadisal-waysgettingcalledintotheof-fice,"accordingtoBaeza.
Hecon-Citrixusesallmodesofdirectresponsemarketing,includingDRprint,initscampaignforGoToMyPC.
GoToMeeting'sonlineadsappearonavastarrayofdifferentWebsites,butalldrivetraffictotheproductsiteinawaythatCitrixleaderscanmeasure.
CoverStory30ResponseDECEMBER2006www.
responsemagazine.
comtinues,"Thedadliterallygetssuckedbacktotheoffice,smashingthroughthekitchenwallandflyingovertheback-yardandhouse.
Thesolutiontotheboy'sproblemisGoToMyPC—nowthedadcanaccesshisofficePCfromhomeandspendmoretimewithhisson.
"The60-secondspotfeaturesaproductdemoanddrivesviewerstoauniqueWebaddressandtoll-freenumber.
Butit'snottheonlypartofthecampaign.
"ThisisafullyintegratedcampaignwithWeblandingpages,E-mail,newslettersandbanners,"Baezasays.
"Thespotisalsoavailableatwww.
gotomypc.
com/tvandonYouTubebysearchingfor'GoToMyPC.
'"CitrixOnlineisinthemidstofcut-tingapairof60-secondspotsdownto30-secondspotsforGoToMyPC,whilealsoshootingnewcreativefora60-sec-ondspotsettodebutinthefirstquarterof2007.
Atthesametime,thecompanyisalsomarketingGoToMeetingwithapairof60-secondspots.
A30-secondspotwillbecutforeachproductoutofexisting60-secondspotsearlyin2007.
BaezacreditshisTVmedia-buyingpartners—DirectResponseMediaInc.
(DRMI)ofWayne,Pa.
,forGoToMeet-ing,andEuroRSCG4DDRTVofPort-land,Ore.
,forGoToMyPC—withhelp-ingthecampaignstosuccess.
"IhaveworkedwithDRMIformorethan10years,"Baezasays.
"Icontinuetobeveryimpressedwiththeirmanage-ment.
MariaEden,CaryScottolineandtherestoftheDRMIteamaresavvymediastrategists.
IhavelaunchedmanysuccessfulcampaignswiththeguidanceofDRMI.
"Headds,"IbeganworkingwithEurojustthisyear.
Euro'sbuyingpowerworld-wideenablesustoenteremergingmar-kets.
Myteamisveryimpressedwiththeirreportingandintegrationtools.
"BaezaalsosaysCitrixOnlineworkswithotheragenciesforwhathecalls"nichechannels.
"Hecontends,"IviewagenciesasIviewmediachannels—Ilikediversificationandmeasurablere-www.
responsemagazine.
comResponseDECEMBER200631CONTINUED>Really,there'sneverbeenabetteropportunitytotargetyourcustomers,andnichetargetingissodesirable.
—DavidBaeza""sults.
Igetboth.
"Notallthetime,however.
WhenaskedaboutthemostorleastsuccessfulDRcampaignshe'sbeeninvolvedwith,Baezasaysheenjoystalkingabouttheleastsuccessful.
"Severalyearsago,wetestedGoToMyPCbannersonDate.
comandMatch.
com.
ThepitchwasbeingabletoaccessyourdatingsitesfromyourhomePCwhileatwork.
Itwasbad,bad,bad—onsomanylevels!
"hesayswithalaugh.
However,thelessonslearnedfromsuchmistakesareinvaluable,Baezacon-tends.
"Theironyisthatwetestedalotofcrazythings,butwe'veappliedwhatwelearnedandexperiencedsuccessinmanyotherchannels,"hesays.
"Howev-er,ifyouhappentoseeusbiddingthekeyword'ParisHilton'orrunningtelevi-sioncreativeonWWE,justknowthatit'ssimplyanotherhonest—butplanned—mistake.
"TestingCreatesRelevantAnswersLookingahead,itisthosekindsoflearningexperiencesthatkeepBaeza'smindopentonewtypesofmarketing.
"ThemostimportantlessonI'velearnedistoneverstoptesting,"hesays.
"How-ever,I'vealsolearnednottogiveupatthefirstsignofabadresponse.
Ihavegainedmorepatienceovertheyears,andnowIwillstaywithchannelsforwhatmayseemlongerthanisnecessary.
"Asanexample,hecitesarecentDRradiotestforGoToMeeting.
CallingitoneofhismorechallengingDRcam-paigns,hesays,"WeknewthatradiohadalltherightelementsasaDRchannel,butmakingitworkforanonlinemeet-ingproductwastough.
Ittookmonthstogettheformularight,buttodayitisamongourtop10channels.
"Baeza'sbeliefincreatingbenchmarksforeachadvertisingmedium—TV,radio,theWeb'svariousoptions—hashelpedCitrixOnlineremainpatientwithitscampaignsandmarketingdol-lars.
"InTV,forexample,benchmarkingeachoutletallowsustocreatecoresta-tionsfortestingeachproductandcam-paign,"hesays.
"Thecoreisnarrowlydefined,whichallowseachcoretohaveabaseCPAassociatedwithit.
Itcreatessimple,quantifiableresultsandallowsustoexpandourfootprintinsuccessfulareas.
"Hecontinues,"Formanymarketers,budgetlimitationsorrevenuerequire-mentspreventthemfromstickingwithanunderperformingchannel.
Wegiveachanneljustenoughbudgettogenerateresultsthatarestatisticallysignificant.
"Baezabroughthissetofbeliefsindi-rectresponsemarketingtoCitrixOn-linethreeyearsago,andhasoverseentheshiftinthecompany'smediastrate-gy.
"Directresponsemarketinghasmorerelevancenowthanever,"hesays.
"Se-niormanagementatCitrixOnlineex-pectsmeasurableresults.
Theyexpectustouseresponsiblemarketing,promoterelevantoffersandrelyoninformedconsumerconsent.
Thosearethebasicsofdirectresponsemarketing.
"32ResponseDECEMBER2006www.
responsemagazine.
comDavidBaezaAreaVicePresident,CustomerAcquisition,CitrixOnline(adivisionofCitrixSystemsInc.
),SantaBarbara,Calif.
Hometown:SanFrancisco(born1965)Resides:SantaBarbara,withhiswifeandtwochildrenEducation:Bachelorsdegree,CalPolyPomona;Mastersdegree,NovaSoutheasternUniversityDefiningmoments:"MyexperiencewithGoToMyPC.
WhatattractedmetoCitrixwasthemanagement.
GoToMyPChasmademestay.
Icouldn'tbelievehowamazingtheproductwas,andI'malwaysimpressedbyhowitimproveswitheachrelease.
Peoplesayallthetime,'ThereislifebeforeGoToMyPC,andthenthereislifewithGoToMyPC.
'Personally,mydefiningmomentsarethebirthsofmytwodaughters.
Theyareoneandthreeyearsold,bornonthesamedayexactlytwoyearsapart.
IfIcould,Iwouldhavethemfeaturedonthecoverinsteadofme.
Theyaremuchcuter.
"Greatestcareeraccomplishment:"Realizingthatfailingisanindispen-sablepartofsuccess.
Ihaveneverbeenafraidtotry,totestandtoadaptandapplywhatI'velearned.
"CitrixOnlineandCitrixSystemsFactsCitrixSystemsInc.
isapublicly-tradedcompany(Nasdaq:CTXS)foundedin1989CitrixSystemshadrevenueofjustlessthan$909millionin2005,ofwhichtheCitrixOnlinedivisionwasresponsiblefor$99millionThroughthird-quarter2006,CitrixSys-tems'revenueismorethan$813million(CitrixOnline'srevenueis$105Min2006)CitrixSystemshasmorethan180,000businesscustomers,including100per-centofFortune100companiesGoToMyPCandGoToMeetingareusedbymorethan20,000businessesandhun-dredsofthousandsofindividualsub-scribersCoverStory