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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.

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…

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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…

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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…

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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…

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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…

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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…

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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…

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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…

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B2B Marketing Trends: What to Expect in 2015

16th Dec 2014 • Leave a comment

It barely feels like a year has passed since we last thought about what the new one will bring, but with January fast approaching, these are our predictions for what will be the top marketing tactics for driving results in 2015. 1) Clients make bigger content investments Last year we predicted that in-depth and longer-length…

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Google introduces four new mobile-focused display ad formats: what advertisers need to know

29th Sep 2014 • Leave a comment

Google has recently unveiled four new mobile-focused display ad formats, across the Google Display Network, AdMob Network and DoubleClick. With multi-screen viewing growing rapidly, Google has introduced these newly-developed display formats in a bid to improve its mobile platforms for marketers, by providing brands and consumers with a better experience across different mobile devices. In…

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The top factors determining Google search ranking in 2014?

19th Sep 2014 • Leave a comment

To achieve good ranking positions in Google organic search results, publishers need to include high-quality content on pages, according to a recent report from Searchmetrics. Pages that rank well tend to have a number of common traits, including comprehensive coverage of topics, easy-to-understand language, more images and videos, and larger word counts. Overall, the presence…

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Facebook’s click-bait crackdown: implications for marketers

29th Aug 2014 • Leave a comment

Facebook has announced adjustments to the way in which users see articles on its site, reducing stories with click-bait headlines – posts that tempt readers with beguiling headlines, yet deliver content that is actually of very little interest to the reader. Despite these “click-bait” headlines once being favoured by the algorithm, because they are frequently…

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Twitter launches performance-based tool aimed at SMBs: Possible implications for B2B publishers?

20th Aug 2014 • Leave a comment

The 140-character  social network has rolled out a new pricing model for marketing campaigns, designed specifically for SMBs, allowing advertisers to purchase ads based on, what it claims to be, “objective based” goals, for instance clicks, engagements or leads. This performance-based tool has specifically been introduced to help SMBs meet their campaign objectives on the…

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Use LinkedIn’s new enterprise sales tool for social selling

8th Aug 2014 • Leave a comment

I’m sure that the vast majority of B2B marketers will, at the very least, acknowledge the value of LinkedIn for business, and with social selling having become an increasing focus within many organisations, LinkedIn have upped their game, and most likely their value to these B2B professionals, by launching a new version of enterprise sales…

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Are technology journalists facing extinction?

30th Jul 2014 • Leave a comment

Dave Lee, Technology reporter for the BBC, recently wrote a blog post named “Technology journalists are facing extinction”. Throughout the post he raises concerns about the lack of need for his job and technology journalists. He looks several case studies where technology journalists are no longer being used. One case study he views at is…

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LinkedIn slashes referral traffic to publishers

18th Jul 2014 • Leave a comment

LinkedIn risks alienating top publishers in the world of business news, some of whom used to rely on the social network for a chunk of their traffic. In its bid to become a content platform in its own right, LinkedIn seems to have cut out some of the big publishers that rely on it for…

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Our magazine about B2B marketing

26th Jun 2014 • Leave a comment

Like many people I love Flipboard. I’ve been curating a magazine on the platform for some time, and have steadily built up a readership of several hundred. It covers a wide range of B2B marketing topics, so why not check out our publication B2B Tech Marketing. Read our magazine

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Digital disruption ahead for publishers

22nd Jun 2014 • Leave a comment

Traditional news outlets are facing a new wave of disruption as the digital revolution sweeps on. According to the third annual digital news report published by the Reuters Institute for the Study of Journalism (RISJ), some news organisations are being outpaced by the speed of change while others show signs of rising to the challenge….

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The effect of Google’s Panda 4.0 on PR professionals

20th Jun 2014 • Leave a comment

Top newswires lost between 60% to 85% of their SEO visibility overnight With their recent series of search algorithm updates, Google have created quite a stir within the marketing environment, and it seems as though their latest update, Panda 4.0, will directly impact the way some PR professionals work when it comes to distributing news….

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How to increase the ROI of retargeting campaigns

12th Jun 2014 • Leave a comment

98% of users don’t convert on their first visit Despite the once common misconception that retargeting was best left for consumer e-commerce sites, it has since become favoured as an incredibly effective tool in the B2B environment, as way of keeping brands in front of the decision makers, during what is a typically long and…

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European Court of Justice makes browsing the internet legal

7th Jun 2014 • Leave a comment

In a decision laced with a surprising amount of common sense, the European Court of Justice (ECJ) has ruled that internet users don’t break copyright law when browsing the web! This is the result of a four year battle, where the Newspaper Licencing Authority wanted to demand that some users pay a licence to be…

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Mary Meeker internet trends report 2014 published

2nd Jun 2014 • Leave a comment

One of the best ways to understand how the internet is developing is to read Mary Meeker’s Internet Trends report. The annual report is seen as one of the most authoritative and insightful, and is published by her employer, the respected VC company Kleiner Perkins Caufield Byers. The report is quite consumer-focussed, but also provides…

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Data protection legislation causing uncertainty for businesses

25th May 2014 • Leave a comment

After all these years talking about data protection, you’d have thought that there would be a clear consensus of how companies should process personal data. The last couple of months, however, show that data protection is still one of the biggest challenges for marketers, even within the B2B space. The big news has surrounded the…

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Are we going to swap impressions for hours when buying online ads?

23rd May 2014 • Leave a comment

Buying online adverts by impression is a tricky business. In fact, the IAB has only recently defined what “impression” should mean: they said that 50% of an ad should be visible to the user for at least one second – not exactly a reassuringly high standard for advertisers, but at least it does eliminate the…

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Google Panda 4.0 rollout

23rd May 2014 • Leave a comment

Over the last few days, Google has been rolling out version 4.0 of the Panda algorithm. The Panda algorithm originally caused panic amongst some publishers back in 2011, and it’s pretty clear that the latest revision has made less of an impact than the original change – Google themselves say that the update will affect…

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