Citrix Online says, 'GoTo ... my DRTV': David Baeza, who leads media strategy and customer acquisition for the company's consumer and small biz applications, credits direct response for booming sales.

Response, December, 2006 by Haire, Thomas

"We have approached brand-building as branded DR," says David Baeza, area vice president, customer acquisition for Santa Barbara, Calif.-based Citrix Online, the online division of Fort Lauderdale, Fla.-based Citrix Systems Inc. "At times, it is important to create awareness using one set of channels and persuasion using another."

Citrix Online has made great strides in recent years using direct response across various media--from TV to radio to the Web to print. Thanks to the marketing plans for its leading on-demand applications GoToMyPC[R] and GoToMeeting[TM], the division has surpassed the $100 million mark in net revenue in just three quarters of 2006, after totaling $99 million for all of 2005.

Baeza leads media strategy and customer...

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