How to Create a Revenue-Driving Demand Gen Campaign, For Dummies
By Jennifer Whitney and Jennifer Webb Want to stand out from the noise? Then you have to say goodbye to the status quo. Because doing something "the way it's always been done" will leave you in the dust. In 1807, John Wiley & Sons, also known as Wiley, began publishing American literary greats like Herman Melville and Edgar Allen Poe. That's 208 years of publishing. Today, we're a global publishing company known for quality non-fiction and reference brands, including our For Dummies brand. We're committed to modern marketing, and position ourselves as the go-to digital publisher, research institution and knowledge-provider for B2B brands. And, even with a 208-year-old history, we didn't get there by saying "that's the way it's always been done." Revamping Our Go-To-Market Plan As the top learning resource in publishing, focusing on our For Dummies branding, we knew that in order to keep Wiley relevant in the ever-changing publishing landscape, a refresh of our marketing was in order. The For Dummies B2B Custom Solutions sales cycle is not short—often ranging anywhere between six to nine months. This lengthy sales cycle usually requires us to provide the prospect with additional insight into our solution along with consistent check-ins from the sales team. Calendar reminders just weren't the right solution for distributing relevant content along the buyer's journey. So, we did a refresh. We explored new marketing automated technology and planned a go-to-market strategy that focused on high-quality content that engaged our prospects and drove lead conversions. With the help of some new tech solutions and a solid plan, we embarked on our biggest Dummies B2B demand generation campaign to date. In order to deliver the right content at the right time for our For Dummies B2B Custom Solutions brand, we took a forward-thinking approach that kept our customer top of mind. These are our five keys to success.
- Clearly Define Your Objectives and Goals
- Improve the quality of our MQLs
- Improve conversion to SQLs
- Improve sales velocity
- Focus on Buyer-Centric Content
- Planning Big Initiatives Takes Time
- Take an Omni-Channel Approach
- Analyze Results Often
- Email: Open rates and form submissions from gated content (e.g., white paper)
- Site traffic: Unique visitors and net new names from a contact form on the website
- Social reaction to the content, namely, sponsored content on Twitter and LinkedIn
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