BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh

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    23-Jan-2017
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Transcript of BrightEdge Share15 - 30: Digital Elevation: Transformation - Clay Stobaugh

  • The leading industry event by digital marketers for digital marketers

    powered by BRIGHTEDGE

    Wileys Digital Transformation

    Clay Stobaugh

    EVP, Chief Marketing Officer

    Twitter: @ClayStobaugh

    LinkedIn: https://www.linkedin.com/in/claystobaugh

    Turn Marketing from Cost to Revenue Center

    https://www.linkedin.com/in/claystobaugh

  • @brightedge #share15

    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

  • @brightedge #share15

    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

  • @brightedge #share15

    Digital Transformation to Modern Marketers

    Mindset Tool Set Skill Set

  • @brightedge #share15

    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

  • @brightedge #share15

    Through MRC

    Strategic Resources

    and Expertise

    Business Connected Certification

    Global Platform Tools And Services

    Customer Engagement Framework

    Digital Center of Excellence

  • @brightedge #share15

    Wiley: MRC Digital Training Certifications

    Social Marketing

    79%Digital Analytics

    76%SEO

    56%

  • @brightedge #share15

    Salesforce Management Marketing Automation Social Marketing

    SEO & Digital Analytics CustomerExperience

    DigitalCommerce

    CustomerCommunity

    Marketing Content Management

    Global Conferences

    Wiley: MRC Global Platforms Tools & Services

  • @brightedge #share15

    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

  • @brightedge #share15

    Measure Success: Wiley Dashboards

  • @brightedge #share15

    Measure Success: Proving ROI With Data Cube

  • @brightedge #share15

    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