John Wiley and Sons, Inc., has been named one of the top 50 best B2B
marketing brands of 2015 by content marketing company Kapost.
Every year, Kapost recognizes companies that demonstrate innovative and
effective marketing strategies, campaigns, and content. After evaluating
Wiley’s B2B work surrounding the revamp of the For Dummies brand,
Kapost named Wiley a 2015 top 50 rock star in B2B Marketing.
“As a leading digital publisher, researcher, and knowledge-provider,
Wiley is honored to be named one of the top 50 best B2B brands of 2015
by Kapost,” said Jennifer Whitney, Strategist and Marketing Automation
Lead at Wiley. “Wiley is always adapting to the latest marketing
technologies including customer persona development and our work on the For
Dummies brand is a testament to these modern marketing initiatives.”
Wiley’s work on the For Dummies brand was a robust campaign
targeting their Marketing Manager persona, which took seven months to
launch and became a global effort. The Wiley team co-branded new and
existing assets, distributed content across channels, and tracked
engagement from lead acquisition to sales qualified lead (SQL). By
bringing together dispersed teams and assembling dozens of contact
databases into a single marketing stack, Wiley was able to create a
campaign-generated SQL pipeline that was 144 percent above their goal.
“As one of Wiley’s most well-known brands, For Dummies had a
strong marketing foundation in place but needed to be holistically
managed to reach its target audience,” said Jennifer Webb, Senior Brand
Manager at Wiley. “By uniting teams and changing our strategic approach,
we were able to generate leads for deals with companies that wanted to
use the For Dummies brand for their promotional efforts and reach
our revenue goals.”
As part of the honor, Wiley will host a Kapost 50 Webinar on February
10. To sign up for the webinar, visit: http://resources.kapost.com/best-b2b-marketing-campaigns-webinar.html?source=2015Kapost50
For more information on Wiley’s For Dummies brand visit, http://www.dummies.com
For more information on Kapost’s 50 Best B2B Marketing Brands visit, http://kapost.com/kapost-50-b2b-marketing
About Wiley
Wiley is a global provider of knowledge and knowledge-enabled services
that improve outcomes in the areas of research, professional training
and practice, and education. Through the Research segment, the Company
provides scientific, technical, medical, and scholarly journals,
magazines, databases and websites. The Talent Solutions & Education
Services segment provides services, technology, insights and content
that support learners and institutional partners in business and higher
education to improve effectiveness by developing knowledge and skills.
In Knowledge and Learning, higher education institutions, faculty and
students benefit from Wiley’s print and digital content, online program
management services and course management tools.
John Wiley and Sons, Inc.
Christina O'Handley, 201-748-5968
sciencenewsroom@wiley.com