John Wiley and Sons, a 208-year-old global publishing brand known for their For Dummies brand, is a B2B Marketing rockstar. Through a worldwide campaign, aptly named For Dummies Custom Solutions, the Wiley marketing team overhauled old processes and siloed teams to craft an integrated marketing strategy that totally rocks—and, they have $975,000 of campaign-generated SQL pipeline to prove it.
We know these are results of a demand gen marketer’s dreams, which is why we took the time to chat with Wiley as a part of our Kapost 50 webinar series last week. Wiley filled us on key learnings such as:
- The importance of buyer-centric content
- How often you can (and should) be analyzing your campaign results
- Marketing technologies key role in aligning teams across the enterprise
You can view the slideshow below, or take a 15-minute coffee break to watch the webinar recording here.