Inspired Marketing: Wiley’s Lance Osborne on bringing Empathy and Immersion into Marketing

Inspired Marketing: Wiley’s Lance Osborne on bringing Empathy and Immersion into Marketing

Lance Osborne is the Director of Demand Generation for the Global Research Publishing Division of Wiley. During his time at Wiley, Lance has grown his team of 12 marketers to 24 marketers. He also was able to optimize the organization, increase conversions, and content ROI by implementing softer skills like empathy and immersion, which he dives deeper into on this week’s episode!

Tune in and Get Inspired to:

  • First learn about your audience and their challenges, and how your portfolio can help them — then, tell your story.
  • Learn about immersion vs. promotion.
  • Success can be found in how you change the wording on the invite to the party, whatever party that is.
  • Allow your audience to fall in love and trust your product and community, and then when they’re ready, they’ll buy.



Key Takeaways:

[:40] Who is Lance and what does he do for Wiley?
[2:40] It’s important to start every professional conversation with empathy.
[3:20] Lance shares an example of why it’s important to start with empathy, understanding, and then sharing your story.
[5:45] What marketing problem was Lance trying to solve?
[7:05] What results has Lance seen so far by incorporating empathy and immersion into his marketing?
[9:00] The first step is to walk in your customer’s shoes.
[11:05] What’s the most challenging part about trying to understand your customers?
[16:15] When Lance first started working at Wiley, their marketing tool stack was huge. It had to be leaner.
[18:45] If you’re not willing to be wrong, you are probably not being creative.
[21:15] What inspires Lance?


Quick Links

Lance Osborne on LinkedIn


The Inspired Marketing podcast is produced by Relationship One. Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization using the Oracle Marketing Cloud.

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By | 2020-04-01T16:37:45+00:00 April 1st, 2020|Podcast|0 Comments

About the Author:

Scott Ingram is no stranger to marketing technology! He's been in the space since 2009 and joined Eloqua in 2011. After writing a successful book on Event Marketing, “Making Rain with Events”, he joined Relationship One and is now the Strategic Account Manager. As if that didn’t keep him busy enough he started our Inspired Marketing Podcast series and is raising two daughters. A true Austinite, he always wears his Rickshaw boots while remaining a data geek with his constant Fitbit data retrieval.

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