For Dummies, a Wiley brand, is a global knowledge reference phenomenon with more than 300 million books in print. Products and services include custom publishing, brand and content licensing, advertising, sponsorship and multimedia.
At our first meeting, Wiley UK knew there was significant growth opportunity in which to partner with businesses/brands to provide custom content solutions via both print and digital. Already having a highly successful salesperson in place, the challenge was to increase the volume of sales-qualified leads for the For Dummies brand and generate positive ROI, in just a 12-month timeframe
In order to position the For Dummies custom B2B programme as a must-have solution for businesses, in-depth persona research was needed so we could fully understand and engage with the target audience. Utilising both desk and phone-based research, multiple persona documents were created to highlight prospects’ business objectives, preferred supplier research channels, use of social media networks, history of education and experience, as well as character traits.