Oceanos was proud to introduce keynote speaker Michelle Vaughan, Worldwide Director of Demand Generation for Citrix Systems, at the SiriusDecisions Summit in May. Michelle’s presentation outlined the Oceanos Competitive Intelligence Data Strategy that Citrix implemented to secure market share from a direct competitor.
The first step in a displacement program is to identify the competitor’s customer base. Citrix turned to Oceanos to architect the competitive map resulting in the identification of approximately 8,000 named accounts. Below is a brief summary of the software install intelligence collection process.
- Data is gathered from hundreds of sources on the web including news releases, lease filings, trade publications and a wide moat of research providers.
- Data is reviewed, standardized, processed and assigned a confidence indicator based on the algorithm that weights each piece of intelligence.
- The process is systematically repeated to identify and validate new and existing intelligence.
After identifying the software intelligence, it is mapped to the company domain level. The domains are then loaded into List Optimizer™, beginning the process of building targeted, multi-channel contact data sets. After the competitive sites and targeted contacts are mapped, marketing and sales are provided a platform for rolling out a robust displacement program. To extend reach into the target audience, our research analysts will architect a data strategy that includes rental list sources.
Combining research with proprietary technology, the Oceanos solution enables a marketing department to produce downstream revenue with increased pipeline velocity. Industry leading organizations, such as IBM, SAP, Lenovo and Citrix, are utilizing our software install intelligence with great success.
To learn more on this topic, download the Oceanos – Citrix case study: