Case study

Expanding an employee experience pioneer’s reach in the UK and Europe

Through our unique lead generation and conversion marketing method, we worked with Citrix to draw attention to their sustainability, employee experience, hybrid working, and security solutions, secure key accounts, and make invaluable connections across the UK and Europe.

Citrix is a global leader in employee experience, with over 30 years in the business. Their vast portfolio of solutions covers digital workplace solutions, desktop-as-a-service, zero-trust network access and more, enabling employees across the globe to work securely from anywhere. Chief Nation was tasked with connecting Citrix with senior HR, IT, and Security leaders in the UK and Europe, a region they’re looking to replicate their US success in.

The Chief Nation Digital to Human™ provided the formula they needed to do just that.




UK & Europe


Digital employee experience


Senior HR & Tech

"Through the Digital to Human™ campaign, we have been able to reach C-level and senior decision makers with IT, HR and Experience leaders, across industry and throughout Europe. We’ve had the opportunity to meet who we want to talk to and build relationships with our key accounts."

— Vlasta Doubek, Marketing Manager, EMEA, Field Marketing at Citrix Systems GmbH

At a glance


New C-suite connections created for Citrix


Strategic accounts engaged across 16 European countries


C-level and Senior HR, IT, and Sustainability titles in attendance

We nurtured business relationships for Citrix with

Enable virtual face-to-face connections with key account targets looking to modernise their digital employee experience for the age of hybrid working

Citrix wanted to expand their reach in the UK & Europe. As an innovative digital workplace solutions leader in the US, their services cover everything from digital employee experience to cybersecurity, enabling clients to facilitate highly modernised hybrid workplaces.

To help Citrix accomplish execute their vision, we tailored our Digital to Human™ approach to generate qualified leads and valuable connections through digital, email, content, and events marketing to deliver key account conversions. That included efforts targeted at HR, IT, and Security leadership across the region, putting Citrix’s enormous capability and exceptional track record in front of their ideal audience.

"The event, especially the breakout session was incredible – discussing mutual topics in small groups of experts from other industries was very enriching."

— Vice President HR Ops & Delivery @ Deutsche Bank


The Sustainability hub/campaign worked to position Citrix as a socially and environmentally conscious choice for targeted key accounts.

EXCLUSIVE REPORT and Citrix interviewed a selection of sustainability thought leaders on how businesses can power sustainability and transformation plans. Download your report here.


We brought together a selection of top thought leaders on sustainability to share their thoughts on how technology is powering a green revolution in business. Listen to the podcast here.


A topic-led & targeted integrated campaign to break through in the UK & Europe

Our innovative and personalised approach to generating responses from senior executives helps us to facilitate new relationships between technology companies and the world’s leading enterprises.

Database build

The in-house data team constructed a custom data set of Citrix’s primary target accounts, allowing us to tailor content and events for key personas in a process that’s proven to convert.

Content marketing

Via our thought leadership site,, we built content hubs for both streams of the campaign – Employee Experience & Workplace Security grouped together, with an additional Sustainability hub. This allowed us to promote a dynamic range of content and kickstart the nurture process.

1-2-1 engagement

Through our people-driven approach, we made direct, personal connections to further our reach on Citrix’s behalf, interacting on a personal level with key target accounts. In doing so, we kickstarted business relationships for Citrix that continue to this day.

Networking events

Integral to our success was our collection of famous peer-to-peer networking experiences, Chief Wine Officer, Roundtables, and Cafés. We attracted a selection of top C-level decision makers to entertaining and insightful virtual business discussions.

Peer-to-peer podcasts

Our exclusive podcast series, The Show, welcomed three client thought leaders, including Matt Cadieux of Red Bull Racing Honda and Jason Fowler of Fujitsu Global. These podcasts reached hundreds of C-level leaders from our community and database, putting Citrix’s voice front-of-mind for key decision-makers.

LinkedIn Ambassador

Our dedicated campaign managers worked with Citrix to champion several Citrix employees as topical thought leaders with our LinkedIn Ambassador offering, helping to promote and discuss relevant event and content subjects with key targets.


Our premium event series, Chief Wine Officer, is business networking with wine-tasting pleasure. In the company of a Master of Wine, guests unpacked Employee Experience for the Future Hybrid Workforce and made lasting, valuable connections.


Our Café virtual networking experience was the perfect forum to bring the C-suite together to discuss the topic, Aligning HR & IT for Employee Experience Maturity, during the working day.


Six senior tech and security leaders sat down to discuss Securing the Remote Workforce with Zero-Trust Strategies for our Roundtable, an intimate and scaled-down networking event that encourages subject depth alongside making valuable connections.


Four networking events with guests from key European multinationals. Relationships forged with multiple Fortune and Global 500 companies.

By tailoring our strategy to Citrix’s unique goals, we were able to reach and connect with their key target accounts, including BT, Unilever, Nestle, and Barclays. We nurtured each lead through our content strategy which culminated in face-to-face meetings with Citrix representatives at CWO and networking experiences.

After 6 fruitful months, we overdelivered on our targets, outperforming benchmarks and expectations across multiple key metrics. 3,688 database contacts of senior IT, HR and Sustainability titles; 61 connections and conversations; 319 LinkedIn Ambassador connections; 39 C-level and Senior HR, Sustainability, and IT event attendees. We built meaningful and lasting relationships that helped Citrix improve their foothold in target regions.


Outperformed contacts database target

Our unique approach saw us nearly double our database contacts target. This helped us strategise and create content that more accurately represented the wants and needs of our target accounts. It also improves our already 330,000+ strong internal database of global C-level and senior decision makers.


Over-delivered connections & conversations target

During this Digital to Human™ integrated campaign, we were able to facilitate meaningful conversations and connections beyond expectation that are serving Citrix well to this day.


Successfully engaged (events, leads, LI ambassador) 14 targeted GSI accounts

By successfully engaging these GSI accounts, we elevated the potential ROI for Citrix from their campaign spend, fostering connections that turn into partnerships and provide continued value.

The Show is our very own podcast series, featuring Interviews with the C-suite, for the C-suite. These are the essential things every senior decision maker within the enterprise needs to know right now. Current affairs, corporate culture, future tech predictions – it’s all here, and we helped Citrix position itself through a series of quality interviews with key clients.


We hosted Matt Cadieux, CIO of Red Bull Racing Honda, for a discussion on connecting distributed workforces for seamless decision-making in Formula 1. Hear the breakneck insights here.


Dr James Robey, Global Head of Corporate Sustainability at Capgemini, joined us to discuss accelerating sustainability in the technology sector. Listen to the climate conscious insights here.


Citrix’s very own Scott Ballina, Senior Director Of Diversity, Belonging and Giving, sat down with us to talk about the value of inclusion and the evolution of the multi-generational workforce. Hear Scott’s progressive insights right here.

"This was a versatile campaign that had a segregated section based on the hot topic of sustainability within the enterprise. This was an interesting spin and great input from the client and participants."

— Rosie Sanderson, Digital Team Leader, Chief Nation

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