brightedge share15 - 30: digital elevation: transformation - clay stobaugh

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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