Clay Stobaugh, EVP and CMO, is responsible for John Wiley & Sons’ marketing, communications and government affairs efforts worldwide. He leads Wiley’s revenue-driving marketing initiatives through key disciplines in the global “Marketing Revenue Center,” including customer experience, demand generation, CRM, sales enablement, social media, content marketing, digital commerce, digital analytics and SEO/SEM.
Focused on developing customer relationships and driving new revenue opportunities, Stobaugh has helped to lead Wiley’s transformation from a traditional book publisher to a global provider of digital content and content enabled solutions.
Stobaugh will present a case study at the 2016 Digital Book World Conference + Expo titled “Transformation in Publishing: Wiley & Houghton Mifflin Harcourt.”
Digital Book World recently released a white paper titled “Viewpoints on Publishing’s Digital Transformation,” which you can download here. The report offers an insider’s look at both the current state and the future of digital publishing, and is filled with interviews and articles.
Below is an excerpt from an interview we conducted with Stobaugh, in which he discusses his company’s digital transformation, how the company approaches marketing, and more. To read the entire interview, please download the the white paper.
When it comes to publishing’s digital transformation, what lessons has Wiley learned that would be of value to the industry?
Digital helps Wiley bridge the gap between education and employment and drive innovative research in ways never before possible. As a knowledge and learning business, digital drives our approach. In fact, 60 percent of Wiley’s revenue comes from digital. It is important to deliver high quality digital products and services, whether it is online courses or programs for universities, employment assessments for our corporate partners or scholarly journals for the research community.
What is Wiley’s digital marketing approach?
Wiley’s digital marketing approach focuses on customer experience and, in particular, our Customer Engagement Framework. The Customer Engagement Framework acts as our go-to-market plan that starts with customer segmentation and persona research, and ends with tracking and measuring customer lead volume and velocity. By using this framework, we are able to make informed marketing decisions and enhance the experience of our customers. We also established a center of excellence called the Marketing Revenue Center (MRC), to enhance our work with customers. The MRC works across Customer Engagement, Global Branding and External Communications. Within these groups we have areas of expertise such as sales enablement, reporting, marketing automation, SEO, customer experience, social and digital commerce.
The Digital Book World Conference + Expo is March 7th-9th in New York at the Hilton Midtown.
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