Monday, December 3, 2012

How to Leverage Custom Books and eBooks


By Steve Piper
October 14, 2012

Before starting CyberEdge, I led product marketing for five years at Sourcefire, a leading provider of intrusion prevention systems.  At Sourcefire, some of our prospects were true cybersecurity veterans, while others were novices, sometimes not even knowing what an IPS was—although they knew they had to have one to achieve PCI or HIPAA compliance.  I needed a good eMarketing call-to-action piece that would educate the novices without boring the pros.  I accomplished this through a custom “For Dummies” book and eBook from Wiley Publishing.

Wiley Publishing is the exclusive publisher of For Dummies books and eBooks.  Unlike typical Dummies books you find in stores, Wiley has a custom publishing division for vendors across all industries.  Vendors can work with Wiley to create a not-for-resale Dummies book (and eBook) that educates their prospects about their product category without it reading like one big infomercial. 

Once Intrusion Prevention Systems For Dummies was published, we used it in so many ways.  We distributed (72-page) print copies at tradeshows, seminars, and other events, and gave each sales person a small inventory of books to hand out to prospects.  And we advertised the “heck” out of the eBook (PDF) version, promoting it on the Sourcefire.com home page and various product pages, and in Google AdWords campaigns and LinkedIn campaigns.  We even integrated it into our standard lead nurturing program.  Our custom book and eBook resulted in Sourcefire’s most successful lead-generation campaign in the company’s history.

If you’re interested in possibly creating your own custom book and eBook—whether through Wiley Publishing or our own CyberEdge Press—we can help.

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