ROI Calculator for Your Marketing Campaigns

Marketing Return on Investment (RoI) Calculator One of the things our clients often want to understand is the ROI of particular campaigns. We’ve built a simple calculator that allows you to calculate the potential increase in profit and ROI for a campaign where you can estimate its impact on the sales funnel. Simply select the campaign type that best reflects what you are running:…

Five Tech B2B Campaigns That Thought Outside the Box

It’s easy to fall into the trap of repeating the same old tactics when planning your next B2B technology campaign – but don’t be surprised if you get the same old results. Getting outstanding responses is the name of the game, but how do you get that level of connection with an audience? The answer is to try something different, something that will really stick in people’s memories. We take…

A Guide to Successful PPC Campaigns

Many people may have heard the phrase pay per click (PPC) advertising, but what is it exactly and how can we use it? At the most basic level, pay per click advertising is where you pay only when someone clicks on an ad and not when someone simply sees an ad. Traditionally, in most publications, when you buy space, you buy on a ‘per impression’ basis, so you pay when people see the ad. By…

Increase Sales With These Five ABM Campaigns

You may have heard a lot of mentions of account-based marketing (ABM), but not be entirely sure what it is, how to use it and what your campaign should consist of. If that’s you, you’ve come to the right place - as well as explaining what ABM is, this blog explores five campaigns you can use that will directly increase your sales using ABM techniques. So what is ABM? According to Marketo,…

5 Ways We Help Our Clients Build Effective Graphic Design Campaigns

In the second blog of our Design series, Rob Furby, Creative Services Manager at Napier, shares how he works with clients to build effective graphic design campaigns.  Having spent 14 years at Napier, I have seen the rapid change in mindset required to strive in this ever-changing industry. A combination of passion and determination to succeed has ultimately helped me to become a strong member…

A Napier Webinar: Five ABM Campaigns to Increase Sales

Account-Based Marketing (ABM) is one of the fastest-growing activities within the B2B space, and when executed right, it can generate a significant amount of success for a company. Napier recently held a webinar 'Five ABM Campaigns to Increase Sales', which explores ABM campaigns that can help B2B marketers achieve sales. We address: What we mean by ABM Why ABM is effective How many…

5 Top Tips for Successful ABM Campaigns

ABM has quickly become an integral part of the B2B space, and we are continually seeing more B2B companies jump on the ABM train to generate high-quality enquiries. But with so many approaches to choose from, it can be hard to understand which tactics and strategy you should be using to generate the best level of success from your campaigns. In this blog, we explore five top tips that B2B…

Industrial PR campaigns that Overcame Corporate Limitations

It’s no secret that when it comes to Industrial PR, there are limitations to what companies can achieve within the corporate style guide - and unfortunately, too often industrial companies play it too much by the book, creating PR campaigns which are, quite frankly, boring and unoriginal. Yet, there are some agencies and clients willing to take a risk, coming up with campaigns that take a B2C…

A Napier Webinar: The 7 Marketing Automation Campaigns that Should get you Promoted

It’s no secret that when used right, marketing automation platforms can produce fantastic results; and the key to success is to implement campaigns that find the balance between only scratching the surface and over-engineering the activities for little or no additional return. Without the right campaigns, marketing automation platforms can easily become overly complex and difficult to manage.…

6 Tips for Improving your Email Marketing Campaigns

Whether you’re already an expert in email marketing or starting out new, your goals should be the same; to send effective emails that will engage your prospects or retain customers, which in turn will you help increase your sales. As email marketing remains one of the most effective ways of reaching your prospects and customers, in this blog, we explore 6 ways you can improve your email…

INBOUND 2017 Taught Me: The Importance of Look-Alike Campaigns

Most marketers are familiar with look-alike campaigns: rather than simply retargeting visitors to your website, you can build campaigns to reach people who match a similar profile. This lets you reach people who fit the profile of your engaged prospects and customers, hopefully making your advertising spend much more targeted and efficient. Although the value of look-alike campaigns is…

Typical Metrics for LinkedIn Advertising Campaigns

One of the most common questions we get asked by clients is "How do we compare to other clients?" Knowing whether your campaigns perform better than similar companies running the same tactics is a really useful indication of the effectiveness of your marketing activities. Often, however, it's hard to get benchmarks against which you can compare. No one likes sharing their stats - at least not…

5 Features to Create Amazing Email Campaigns in Mailchimp

MailChimp is a great tool for Email Marketing, especially if you’re not ready to jump onto the Marketing Automation train. More than 12 million people and businesses use it You can use some level of automation through follow-ups It has very strong A/B testing features and you can build up to 3 variations for each test You can segment your contacts by sign-up date, location and much…

PSD offers online purchase option for smaller campaigns

It sometimes amazes me that an industry as technical as ours can be slow at adopting new technology. So I was pleased to hear that Power Systems Design is adding online purchasing of advertising as well as easy upload of artwork. Although they will be able to accept credit card or PayPal for any campaign, Power Systems Design anticipates that smaller campaigns, such as the "Must See" emails…

Running Email Campaigns for Lead Generation

Client: Penn Engineering Objective: Penn Engineering wanted to capture leads from list rental HTML email by using dedicated landing pages and offering a compelling value exchange for customer details to enable future lead nurturing. Activities: Penn Engineering made a simple CNAME change to their website to enable Unbounce, a simple landing page hosting site, to produce a relevant…

Great B2B Campaigns Need Deep Insight

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 brands there was little difference between insight and inspired…

What makes customers “click” on email campaigns?

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 of 13 weeks, further identified the ideal…

Evaluating PR Campaigns

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 way to evaluate your results. Evaluating…

You Should Be Sending More Email Campaigns

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 you campaigns, it’s hard to know how your campaigns compare to…

How to increase the ROI of retargeting campaigns

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 complex buying cycle. The reality is that 74% of tech B2B customers…

LinkedIn tools to support content marketing campaigns

LinkedIn recently launched a couple of tools - the Content Marketing Score and Trending Content. Trending Content aims to help marketers understand what topics to address by identifying the things that are resonating with the LinkedIn audience, whilst the Content Marketing Score aims to provide a metric to measure how effectively your content - including Company Updates, Sponsored Updates, Groups…

New guidance on blogging for UK-based campaigns

The Committee of Advertising Practice (CAP) has published new guidelines for bloggers, explaining what is acceptable under regulations that prevent misleading advertising. In the UK you must disclose if content is advertising: this document lays out when you need to disclose in an easy-to-read Q&A format. With sections for both bloggers and brands, it's important reading for anyone thinking of…

The importance of insight for B2B tech PR campaigns

A couple of months ago, PR Week published an article written by Mike about the importance of insight in campaigns. Digital marketing tools provide marketers with unprecedented amounts of data, yet many marketers fail to convert this into insights that can inform and improve their campaigns. In the article, Mike highlights some of the failures due lack of insight - such as the mindless buying…

twitter launches Promoted Tweets for retargeting campaigns

twitter will now allow Promoted Tweets to be targeted to people who have previously visited a brand's website. The remarketing (or retargeting) is enabed by cookies set by one of the major remarketing networks. Whilst this may seem like a reletively evolutionary step if you are using remarketing already, the ability to connect using a social communication is an important difference. It will be…

CIPR launches best practice guide for social media campaigns

The CIPR has launched a best practice guide for marketers running social media campaigns in the UK. With the attorney general warning that some companies may be on wittingly breaking the law with social media communications, the launch of the guide is very timely. The social media guide can be viewed on slideshare.