B2B Client Perspectives with Rachel Teare, Citrix - EI • B2B Client Perspectives

B2B Client Perspectives with Rachel Teare, CitrixEI • B2B Client Perspectives - Rachel Teare, CitrixContents

EI B2B Insights

Providing information on the latest trends and challenges in B2B conferences and media to B2B marketers

In this episode of EI's B2B Insights, Tony Jarvis, Managing Director at EI, interviews Rachel Teare, Senior Director High Touch & High Reach Marketing at Citrix, on Citrix's rebrand, their approach to account-based marketing, and how Citrix are adapting to the new normal. Some of the questions addressed are:

Pt. 1: Rebrand

What are the key challenges in rebranding during a pandemic?
How have individual and team strengths at Citrix combined to continue a focused brand presence and relevance?

Pt. 2: Account-Based Marketing

How is ABM a gamechanger and how do you convert the naysayers?
What is the best way to bring a sales team on the journey?

Pt. 3: Adapting to the New Normal

How important is mental health and establishing clear working processes during the pandemic?
What initiatives have Rachel and Citrix undertaken to support teams?