IDG CMO Perspectives: Tim Minahan, CMO and SVP, Citrix (Part 2)

Tim Minahan, Chief Marketing Officer and SVP of Citrix, discusses how Citrix uses data to predict customer needs and engagement readiness, Citrix’s content marketing approach and the importance of industry events in building credibility and long-term relationships with new audiences.

Other interview highlights include:

  • How Citrix uses propensity modeling to increase the effectiveness of their account-based marketing programs. (0:18)
  • Citrix’s content marketing approach and the importance of aligning assets to the different stages of the buying cycle for optimal engagement. (1:07)
  • How to build credibility and long-term relationships with new personas early in their buying cycle. (2:11)
  • Tim’s reading recommendations for marketing executives. (3:27)


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