brightedge share15 - 30: digital elevation: transformation - clay stobaugh
TRANSCRIPT
The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Wiley’s Digital Transformation
Clay Stobaugh
EVP, Chief Marketing Officer
Twitter: @ClayStobaugh
LinkedIn: https://www.linkedin.com/in/claystobaugh
Turn Marketing from Cost to Revenue Center
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About Wiley
• Founded 1807
• Global Provider of content and content enabled services that improve
outcomes in the areas of research, professional practice and education
• 2015 Revenue of $1.88 billion
• Digital Products and Services 60% of Revenues
• Approximately 50% of Revenue is outside of US
• More than 5,000 employees in over 50 countries
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Key Learning:
Turn Marketing from Cost to Revenue Center
1. Digital transformation to modern marketers
2. Digital center of excellence
3. Internal digital training certifications
4. Global platforms tools and services
5. Customer Engagement Framework
6. Dashboards for success metrics
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Digital Transformation to Modern Marketers
Mindset Tool Set Skill Set
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Digital Center of Excellence
The Marketing
Revenue Center
(MRC)
empowers
colleagues to…
Become Modern Marketers
Perform Industry Awarded Best Practices
Achieve Advanced Capabilities
Deliver Customer Engagement Framework
Better Serve Customers & Grow Our Business
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…Through MRC
Strategic Resources
and Expertise
Business Connected Certification
Global Platform Tools And Services
Customer Engagement Framework
Digital Center of Excellence
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Wiley: MRC Digital Training Certifications
Social Marketing
79%Digital Analytics
76%SEO
56%
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Salesforce Management Marketing Automation Social Marketing
SEO & Digital Analytics CustomerExperience
DigitalCommerce
CustomerCommunity
Marketing Content Management
Global Conferences
Wiley: MRC Global Platforms Tools & Services
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Build Journey Maps for each Customer Persona
Customer Segmentation
Create Customer Personas
Create Marketing Content
Track Customer Lead Volume, Velocity and
Pipeline Conversions
Measure the Voice of the Customer
Customer Engagement Planning
Wiley Customer Engagement
Framework
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Measure Success: Wiley Dashboards
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Measure Success: Proving ROI With Data Cube
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Turn Marketing from Cost to Revenue Center
1. Modern marketer: mindset, tool set, skill set
2. Digital Center of excellence
3. Training certifications
4. Platforms tools and services
5. Customer Engagement Framework
6. Measure success