info@napierb2b.com | +44 (0) 207 078 0849

Home » Our Blogs » Marketing Blog

Marketing Blog

Some news, tips and tricks from the world of marketing that caught the attention of the team at Napier. Our marketing blog is where we share some of the things that have inspired, impressed or amused us.

How can brands differentiate themselves in the World of IoT?

1st Feb 2016 • Leave a comment

The Internet of Things (IoT) or Internet of Everything, as is probably now more appropriate, was a phrase coined by Kevin Ashton back in 1999, when he was working in marketing for Procter & Gamble. Despite its inauspicious beginnings in the cosmetics industry, by the late 00’s onwards, everything IoT was cool. Connecting devices to…

Read More

Three Top Tips for Generating Leads Through Social Media

7th Jan 2016 • Leave a comment

With marketing managers often under pressure to help generate leads for the sales team and raise awareness of the company brand, social media is a great tool at your disposal. But just how effective is it? It’s true that in the B2B technology sector, the use of social media is lower than in many other…

Read More

The Biggest European PR Mistakes US Brands Make

23rd Dec 2015 • Leave a comment

Let’s get straight to it. Europe consists of 51 countries and 23 official languages (not to mention the additional 60 unofficial languages), many cultural differences and various time-zones. With this in mind, anything other than a tailored European approach will only lead you down one road; failure. The fact is an effective pan-European PR strategy…

Read More

Preparing your CEO for European Media Interviews

23rd Dec 2015 • Leave a comment

Cultural differences across Europe can have a significant impact on your European PR strategy, and research conducted by the Public Relations Global Network (PRGN) highlights just how costly cultural ignorance can be for a CEO and their company. It’s important to remember that the European media operates in a completely different way to the US…

Read More

Four Things to Consider When Doing Technology PR in Europe

23rd Dec 2015 • Leave a comment

For many US tech brands that have mastered their homeland, the next big frontier is often Europe. But how many of these companies actually see success in this diverse continent? Not all of them. While European growth is part of many organisations strategies, success can only be achieved if you can acknowledge and adhere to…

Read More

LinkedIn Groups Just Became Private and More Engaging

18th Dec 2015 • Leave a comment

LinkedIn promises to provide a more engaging and rewarding experience to its B2B members. With a member base of 400 million across 200 countries and territories, the company has been mulling over the idea to make the platform more professionally engaging, to provide high quality content, and counter spamming.  They have decided to making Groups…

Read More

3 Tips for Managing the Changing B2B Buyers Journey

12th Oct 2015 • Leave a comment

The modern day buyer has far more control over their purchase journey than the vendor has over the selling cycle, a shift in dynamics that has changed the B2B buyers’ journey. The fact is, buyers can be as much as 90% of the way through their purchase journey before they engage with sales, and while…

Read More

The Latest B2B Tech Trends to Watch

9th Oct 2015 • Leave a comment

As the technology available to marketers continues to grow at an unprecedented rate, it becomes more and more challenging for brands to identify which tactics they should be adopting. Despite this challenge, marketers must remain up-to-date with the latest and greatest tech trends and tactics in the B2B space, and having combined our current insights,…

Read More

The Top 10 Changes in B2B PR Over the Last Decade

9th Oct 2015 • Leave a comment

The driver behind effective PR remains the same as it did 10, 20 even 30 years ago: strong messaging and quality writing. So what exactly has changed in PR from then to now? Well, just about everything. Here are our top 10 changes in B2B PR from the last decade. 1. Increased Channels. One of…

Read More

7 Changes in B2B Tech Marketing

6th Oct 2015 • Leave a comment

The emergence of digital has resulted in significant changes in B2B tech marketing, and there has been a subsequent shift in the way marketers are required to engage with their target audiences, present their brand and communicate their key messages. A result of both the substantial increase in marketing channels and tactics now available, as…

Read More

21 Marketing Tips and Takeaways from Inbound 2015

6th Oct 2015 • Leave a comment

Boston; home of Fenway Park, the Freedom Trail, too many Dunkin Donut’s to count and HubSpot’s annual Inbound Conference. Having returned from Inbound 2015, we’re happy to say it didn’t disappoint. With inspirational keynotes and speeches from the likes of Seth Godin, Brene Brown and Aziz Ansari, it’s safe to say we laughed a lot,…

Read More

Extend Social Media Ad Reach With Twitter Audience Platform

1st Sep 2015 • Leave a comment

Twitter recently announced that its Twitter Publisher Network has been renamed Twitter Audience Platform, and will now enable advertisers to create campaigns that deliver ads to users on or off the social media platform. The Twitter Publisher Network previously enabled advertisers to connect with users outside of Twitter, by providing an interface for buying campaigns…

Read More

How To Address the Disconnect Between Tech Marketers and IT Buyers

14th Aug 2015 • Leave a comment

A client recently asked me which content IT buyers value the most when making purchase decisions, and one piece of research used quite frequently, to address this exact question, is Spiceworks’ How to Win Friends and Influence IT Pros report. According to the 2014 report, there is a significant disconnect between the types of content…

Read More

LinkedIn Launches Tool to Measure Users’ Professional Brand

7th Aug 2015 • Leave a comment

Users with a high Social Selling Index are 51% more likely to meet their sales targets LinkedIn has released a data-driven score tool called Social Selling Index (SSI), which enables companies to measure how successful they are at promoting their brand on the site, and how effective they are at engaging other members. LinkedIn’s SSI…

Read More

6 Lessons in Managing the Media: Email Training Series

27th Jul 2015 • Leave a comment

While the ability to deliver clear and compelling messaging is key for an effective PR strategy, great PR campaigns require great media relationships and a thorough understanding of the media landscape. Napier’s 7 day email training series has been designed to provide guidance on effectively managing the media, and meeting editor expectations in a B2B…

Read More

Adobe Questions Value of Mobile Visitors as Webmasters Continue to Freak Out Over Google’s Mobilegeddon

24th Jul 2015 • Leave a comment

Earlier in the year we were warned that if websites remained non-responsive after April 21st, Google would penalise your site and you would see your ranking position decrease significantly. Google’s algorithm, also known as Mobilegeddon, was introduced to give mobile-friendly sites higher priority in organic searches, and since implementing this update, sites that have failed…

Read More

Why Doesn’t Anyone Read My Content? A Three-Step Process to Building Audience Insight

21st Jul 2015 • Leave a comment

Generating content that cuts through the noise and grabs attention is integral to the success of any PR and marketing campaign, but many content marketing campaigns fail for the simple reason that the target audience doesn’t read or view the content. Creating great content requires a three-step process to build insight about the audience. You…

Read More

Email Rendering on Apple Watch: Are Plain Text Emails the Future?

15th May 2015 • Leave a comment

While the release of the eagerly-awaited Apple watch is finally upon us, it’s left many email marketers and designers questioning how exactly their emails will display on the watches 38mm screen. While it’s hard to gauge the long-term success of Apple’s latest innovation, email marketers should be aware of how this gadget may impact the…

Read More

Great B2B Campaigns Need Deep Insight

13th May 2015 • Leave a comment

Great campaigns are driven by insight: brands and agencies understanding the perceptions of potential customers and how to change them to help the client achieve their business goals. There has never been a better opportunity to gain this insight: before the advent of digital PR, data was a scarce resource, which meant that for many…

Read More

Ideas for B2B Lead Generation

1st Apr 2015 • Leave a comment

While there is no doubt that lead generation can be challenging, the ability to provide qualified opportunities to your direct and channel sales force, is one of the highest ROI marketing activities you can undertake. The abundance of information readily available online has changed the traditional buying process, and marketers now need to find new…

Read More

What makes customers “click” on email campaigns?

26th Mar 2015 • Leave a comment

Email service provider Constant Contact has released new research findings, revealing exactly what it is that makes customers not only click-through emails, but also connect with the small businesses that are reaching out to them. The data, which was collected using over 2.1 million customer emails, sent to more than 100 recipients, during the course…

Read More

5 Things B2B Buyers Want from Your Content

25th Mar 2015 • Leave a comment

Every savvy marketer knows that content marketing has become a crucial element in nurturing prospects into sales-ready leads, but it’s not often that, as marketers, we get pure insight from the B2B buyers themselves, as to what they value and ultimately want from content. Fortunately for us, CMI have recently interviewed over 100 business and…

Read More

Evaluating PR Campaigns

19th Mar 2015 • Leave a comment

Evaluating PR campaigns is difficult! Marketing managers spend huge amounts of time and effort, but when the order arrives it’s often the sales team that gets the glory! Our SlideShare presentation highlights the different approaches you can use to evaluate PR campaigns and demonstrate their impact. It concludes that you might already know the best…

Read More

You Should Be Sending More Email Campaigns

12th Feb 2015 • Leave a comment

There is no denying that emails are one of the most powerful tools in any marketers’ toolbox, and their ability to quickly and effectively measure the impact of any given campaign, particularly in such a data driven era, makes it a highly valuable channel. The reality, however, is that while statistics are readily available from…

Read More

Understanding the B2B Buying Landscape: Infographic

30th Jan 2015 • Leave a comment

B2B buyer behaviour has been under the microscope for many years, and as buyers continue to evolve as quickly as the media and channels around them, the need for marketers to truly understand their purchasing decisions has never been more important. Already in its fifth year, B2B Marketing and BaseOne’s collaborative Buyersphere report once again…

Read More

 

View all posts in Marketing Blog