Citrix brings video production to in-person events to film customers.(Net Marketing)(Citrix...

Byline: KAREN J. BANNAN

There are few things as effective as a customer endorsement. Citrix Systems has always known this, and, like other companies, has long employed customer case studies as a component of its overall marketing program. Five years ago, the company took its case studies one step further by adding video to the mix. But going to customer sites to film was costly and time consuming, so the company's marketing team began using its regular customer conferences as central points for recruiting and filming video customer testimonials.

Eileen D'Ipp