Growing B2B Agency Napier Welcomes Two New Hires

Napier, a leading B2B PR and Marketing agency has welcomed two new members to its growing team.

Elana Bryan joins the team as a Client Services Manager with over five years of marketing experience working both in an agency and client-side. Elana has overseen national and international campaigns within the B2B sector, and her expertise lies in using marketing and creativity to deliver tangible results for her clients.

Napier has also welcomed Natasha Websdale as Marketing Specialist. Since graduating with a degree in media production, Natasha has focused her attention towards building a career in digital marketing. She brings marketing and programming expertise to support the Napier team in delivering successful digital campaigns for our clients.

“It’s great to be able to add these two amazing people to the Napier team,” commented Mike Maynard, managing director of Napier. “Their experience and expertise will be an asset to our clients. In particular I’m excited about Elana’s experience of managing creative projects, and Natasha’s front-end development skills.”

Napier is delighted to welcome both Elana and Natasha to the team and we look forward to them settling into their respective roles.


Why Napier is Exploring the World of TikTok

Yes, you read that title right, Napier is trying out TikTok. Are we nuts?

Not quite.

Napier has a reputation of delivering results, not jumping on the latest trends and TikTok dances, so why is it worth our time?

Well, with 42% of TikTok users aged 30 and above, the mainstream view of TikTok being only for teenagers, and wacky dances isn’t quite correct. Although there’s no denying that this is a significant part of the platform, there is a world of B2B, albeit quite small, which is beginning to grow a presence within TikTok.

With a quick glance through the platform focusing on search terms such as 'marketing', you can see some key business players already making an impact.

Gary Vaynerchuck is a prime example. With 9 million followers, Gary’s content ranges from providing tips and insights into how to run a business to repurposing content from podcast interviews that provide an ‘insider’ view into the decisions and culture at Vaynermedia. Using a mixture of useful, informative videos as well personal content which links to trending hashtags, Gary walks the line between business and TikTok ‘fun’ to achieve credibility and views on the platform.

Grant Cardone is another good example. Although only featuring 1.2 million followers on TikTok (significantly less than Vaynerchuck), Gary has found a format that results in 600K views plus on the majority of his videos. His approach although similar to Vaynerchuck in terms of reusing podcast interviews for content differs in the way each video answers a specific question highlighted clearly in a branded subtitle box in both the thumbnail and beginning of the video.

As for B2B companies, Tiktok offers the opportunity for marketing teams to be bold, clever and even a little bit weird with content strategies. Sage was a prime example of this, running the UK’s first B2B campaign on TikTok, inviting TikTok’s SMB community to share videos on how they were ‘bossing it’ in 2020.  Making full use of TikTok’s advertising forms to maximise impact, including a branded hashtag challenge, and a premium TopView placement, the campaign received 8.2 billion views and one million entries into the challenge.

B2B agencies are already making the move to the platform too, with Leadit marketing a good example as a company that is achieving between 200-600 views per post with only 86 followers. Content includes helpful tips and tricks on different areas of B2B technology marketing and focuses on key topics such as sales and marketing alignment, as well as integrated campaigns and content marketing.

So, although there are some B2B brands on TikTok making an impact, the truth is that creating B2B content on TikTok is mostly uncharted territory. There’s no guarantee that TikTok will be super successful for B2B, or that it will become more mainstream, and are we a little bit crazy for giving it a go? Probably. But TikTok does allow B2B companies the opportunity to share content in a unique format, and who knows perhaps it will be a trustworthy platform in the future to reach key personas. Only time will tell…


New Website for Power Electronics Industry Launched

everything PE is a new website that has been launched to address the power electronics industry. Developed by the creators of everything RF, the new everything PE website sits within the network of publications such as the PCB Directory, the EMC Directory and GoPhotonics. 

Developed to meet the growing demands of the power electronics industry, everything PE will aim to help solve the problems that engineers are facing, and will provide updates via the latest news, products, whitepapers and upcoming events in the industry. All content will be tagged with relevant keywords to make it easier and simpler to search on the website.

everything PE also features a parametric search tool, enabling engineers to find products from leading manufacturers in each category based on their requirements. Currently, the search tool features 15 categories, which allows users to see detailed product specifications, download datasheets, compare products and get pricing or request a quotation. The products are sorted by relevance and launch date allowing users to view the latest and the most up-to-date products that meet the requirements, and any inquiries generated via everything PE are directly routed to the sales contact at the relevant company and their distributors.

At Napier, we are always pleased when a new website is launched to address growth within the industry, and we look forward to seeing the content the new site will provide.

To find out more about the new everything PE site, please click here. 


Editorial Changes and Updates from UK Electronic Publications

It's been a busy month of editorial changes across the UK Electronic publications, and we have several key updates to share.

Electronic Specifier Updates

Joe Bush has announced that he will be moving on from Electronic Specifier, with his last day taking place on the 30th of September 2021. Joe has been Managing Editor at Electronics Specifier for over five years and will be taking over as editor of The Manufacturer Magazine. 

Electronic Specifier has also welcomed three new members to its editorial team. Sam Holland joins the publication as Editor, whilst Kiera Sowery joins with a focus on expanding Electronic Specifier's targeted site, www.student-circuit.com. She will focus on developing content by connecting with students from universities globally and working with them to create a portal for projects.

Beatrice O’Flaherty has also joined the Electronic Specifier fold and will support existing editors in keeping the website up-to-date to support electronics engineers throughout their design processes, by increasing the volume of industry-relevant content.

Electronic Specifier has also announced a roadshow, as they plan to visit the top Electronics Engineering UK Universities. Over the next few weeks, the Electronic Specifier team will be visiting 10 universities starting with Glasgow and Strathclyde, followed by Sheffield, Nottingham, Liverpool and Surrey, closing with Southampton, UCL, Imperial and Brunel. They will be inviting new and existing students of all relevant electronics courses to receive the Student Circuit newsletter, as well as running a competition to win a drone.

Movement at Datateam

Niamh Marriott, previously an Editor at Datateam's Electrical Engineering, Converter and Components in Electronics publications, has also made a recent move, leaving her role at Datateam to take on the role as Deputy Editor at KHL Group.


Success for Industry Tech Days 2021

Industry Tech Days 2021 recently took place between the 13th and 17th September, and the virtual conference has been declared a huge success, with the events team revealing some impressive figures.

The five-day free digital conference and trade show hosted on the All About Circuits website received a total of 40,122 attendees, a 60% increase from 2020. The event hosted 50 live sessions, five keynote forums, and provided 245 pieces of technical content, with a total of 3,300 hours watched during the keynote and exhibitor live sessions.

Industry Tech Days certainly achieved a global presence with 210 countries represented by the attendees, and figures showing a high level of engagement throughout the virtual conference.  A total of 650 questions were asked by attendees, and a staggeringly low 2.58% bounce rate was achieved; a significant result with the average bounce rate on industry media sites sitting in the 60%-75% range.

With 97% of Industry Tech Days attendees confirming they would participate in the event again in 2022, EETech continues to prove that virtual events can be a huge success. These results definitely show that Industry Tech Days are doing something right, and it would certainly be interesting to be able to dig deeper to understand the ROI for exhibitors.

Industry Tech Days 2022 has already been confirmed and will be taking place from Monday 19th to Friday 23rd September.


Global Industry Focus Magazine Announces First Issue

In May 2021, we reported on the launch of a new digital magazine, Global Industry Focus, launched by the same team behind What's New in Electronics (WNIE) online. So we were delighted to hear the news that the first issue of the new publication will be live at the end of September 2021.

As a bi-monthly publication, the magazine will explore new ways of connecting with its audience and readers, by evolving static editorial content and presenting it in a more engaging way. The publication will be a fully optimised digital magazine offering readers an in-depth look at companies, their people, and their unique journeys across the whole electronics sector. The magazine will be printed only for major trade shows to save on paper and postage.

Featuring guest editors from across the electronics world, Global Industry Focus will provide regular updates from industry associations and trade bodies, via news, technical articles and opinion pieces.

Kirsty Hazlewood, WNIE content creator and Global Industry Focus editor commented: "Global Industry Focus is a new digital magazine that will offer a functional and immersive editorial experience for our audience. We’re looking forward to bringing our readers extensive coverage of the whole electronics and off-board industries using a new immersive and enhanced approach.”

We look forward to seeing the first issue of Global Industry Focus, and the direction the editorial team has taken.

 

 

 

 


Electronic Component Show Going Ahead in May 2022

Back in April 2021, we reported that the Electronic Component Show (ECS) which had originally been meant to take place in 2020, had been postponed due to the ongoing COVID-19 pandemic. So, we were delighted to hear the news from MMG Publishing that the ECS will be going ahead in 2022, taking place on Thursday 19th May at the Kassam stadium home of Oxford United football club.

Mark Leary, MMG’s publisher & founder said ”The interest for a one-day tabletop exhibition and educational seminar presentations is very positive from visitors and exhibitors alike. We have been searching for the ideal venue and location for the show and the Kassam stadium ticks all of the boxes for everyone. The exhibition area is spaced out more than usual with a 1-metre space between tabletop stands, and with a one-way system and more internal space, this will provide a safe environment for all.  The seminar programme will consist of educational presentations for design engineers and purchasing professionals and 55% of the exhibition tabletop’s have already been sold from exhibitors who originally booked into the 2020 event".

The show will be open from 10am-3pm, and visitor numbers will be restricted to provide design engineers and purchasing professionals the opportunity to network with electronics manufacturers, distributors and service providers in a safe environment.

The return of exhibitions and trade events were inevitable, and it's great to see shows such as ECS moving forward, and providing professionals and exhibitors with the opportunity to return to a 'face to face' format safely.


The Engineering Network Ltd Acquires Industrial Technology Magazine

Industrial Technology, the design engineering magazine has been sold by its previous owner George Bennett to the engineering publisher The Engineering Network Ltd (TEN).

Effective since 1st September 2021, Industrial Technology and its associated website join brands such as MachineBuilding.net and Fastening&Bonding.net under the leadership of TEN's Managing Director Luke Webster and publisher Mark Newby.

The acquisition sees engineering design veterans in the shape of Luke and Mark adding valuable experience and expertise to a team that includes Industrial Technology Magazine's widely respected and experienced editor Mark Simms. Commenting on the change of ownership, Simms said "The timing is perfect, and the new, expanded team likewise. I am delighted to be entering a welcome period of resurgence for a superb journal that I have helped build for more than 20 years!”

Luke added “Few would argue that Mark Simms is recognised as being amongst the very best Editors in the engineering design press and we’re so pleased to be working with him on Industrial Technology. We are also delighted to say that Industrial Technology sales stalwarts Mark West, David Harman, Jan Anderson and Steve Brotherton are also part of our team. Coupled with our experienced circulation management team headed by Andy Kirk and our Creative Director John Fisher we’re looking forward to taking an already excellent magazine and website to a new level.”

With hints of plans that are already in motion to enhance the Industrial Technology brand by developing the magazine, website and newsletter as well as refreshing the circulation, this is certainly an exciting move from TEN as they continue to build a portfolio of leading brands in the engineering sector. We look forward to seeing the direction Industrial Technology will take moving forward.

 


BEEAs Still Open for Entries

The British Engineering Excellence Awards (BEEAs) is still open for entries, with a deadline of Friday 5th November 2021. 

Produced in association with Eureka! and New Electronics magazines, the BEEAs features eight new categories for this year's awards, including design project of the year, digital innovation of the year, and engineered product of the year.

With a total of 12 categories, entries will be assessed by an independent panel of judges drawn from a cross-section of electronic and engineering design disciplines; and the awards ceremony will be taking place on the 18th March 2022 at the Landmark Hotel in London.

It's great to see the changes in the engineering landscape being reflected in the new and updated categories at the BEEAs, and we look forward to celebrating some of the most innovative design engineers in the UK next year.

To submit an entry, register here and complete the online submission process.


Webinar Best Practices: 5 Things We Learnt From ON24's Webinar Series

It's no secret that the use of webinars has accelerated in the past year, as many businesses had to adapt to a new virtual approach, in order to communicate with potential customers.

With nearly 70% of B2B buyers preferring to research online on their own, and an expected 80% of B2B sales interactions between suppliers and buyers to occur through digital channels by 2025, it's never been more important to ensure your digital tactics and communications such as webinars, are optimised for success.

We recently attended a webinar by ON24, the digital experience platform, which delved into the results of a recent study they had undertaken to understand the best practices and current benchmarks for hosting webinars. Analysing 100,482 webinars held by companies between January-December 2020 across Europe and the US, the study aimed to discover webinar best practices and benchmarks for success.

In this blog, I'll explore the top five things we learnt from the webinar and best practices to consider in the future.

A Webinar is an Experience

With the capabilities of digital platforms continually expanding, companies now have the option to provide more than just a traditional PowerPoint webinar. Webinars can be anything we make of them, and although the primary focus is to generate leads, it can offer many more additional opportunities.

Over the last year, webinars have become more approachable, with content that is interactive and provides a multi-touch experience. Webinars are no longer a tactic that can just be used for top of the funnel activities. Instead, they now have the capabilities to provide your potential customers with a positive experience throughout each stage of the sales funnel. They can be used as a top of the funnel tactic, but also as a bottom of the funnel tactic, by providing content such as product demos.

Long Term Promotion isn't as Important as it Seems

ON24's study revealed that there is a change in the notice needed to attend a webinar. Instead of long term promotion, it seems there is the immediacy of 'now', with 45% of companies finding that when promotion takes place 1-7 days before the event, they achieved more registrations, compared to the 20% of companies that promoted more than 15 days before the webinar, resulting in fewer registration sign-ups.

As a 12% increase from 2019, this was an interesting finding, offering companies the option to be more flexible with the promotion plans they put in place, and in fact, suggesting the tactic to do a 'big push' of promotion closer to the date of the webinar.

Tuesday and Wednesdays were revealed to be the best days to send promotional emails, sitting at 22% and 21% respectively, followed closely by Thursday at 20% and surprisingly Monday, with 18% of companies voting for this as the best day.

There's Flexibility to the 'Right' Day to Hold a Webinar

The study revealed some interesting results for when best to hold a webinar. Although Wednesday and Thursday were revealed to be the clear winners of when to host webinars, there was also a surprising increase in people wanting to watch webinars on Monday and Friday. This can almost directly be related to the shift of working from home we've all undergone the last year, especially Friday, which previously never would have been a feasible option.

Reassuringly attention spans for webinars have also increased since last year, with 57 minutes being the average viewing time in 2020.

Steady Increase of Engagement Tools and Videos

With the expectation for a webinar to be engaging and interactive, it was not surprising to see that there has been a steady increase in the use of engagement tools and videos. 86% of companies used Q&A throughout their webinar, (remember to encourage engagement you can do Q&A in the middle and end) with 70% uploading resources within the platform for listeners to download while watching the webinar.

There are several opportunities for customers to use engagement tools to their advantage. 43% of companies used surveys to generate content for their presentation, whilst only 22% used polling as a tactic to integrate their audience and start conversations throughout the webinar.

Several companies also missed the trick to include links to their socials within the webinars, with only 22% ensuring they did this. Unsurprisingly, video has become a key tactic, with 66% of all webinars in 2020 featuring some type of video.

On-Demand is the Future

Although encouraging registrations for a 'live' webinar is extremely important, it's also vital that an on-demand version is made available.

The study revealed that an average of 53% of registrations watched the webinars live, with 43% of registrations watching the same webinars on-demand. The stats show that the gap between live and on-demand is close, proving that your content can still be significantly valuable once the live webinar is over.

On-demand webinars can be used to link to similar content by personas type or industry, or to create snackable content that can be used on social media channels. Surprisingly a low 29% of respondents shared that they integrate their webinars into personalized landing pages, while only 43% are currently using on-demand webinar hubs to promote webinars after the live event is over.

Conclusion

With 89% of respondents believing that webinars outperform other channels in creating qualified leads, and 66% of respondents sayings their sales teams prioritise leads that come from webinars, it's clear to see the impact webinars can have on the sales funnel. In fact, 72% of respondents said that webinars directly impacted their revenue and pipeline!

At Napier, we run our own webinar series, and we've taken note of where we can improve to ensure we are optimizing our webinars for success. If you have any questions regarding tactics you can implement to make your own webinars successful, why not get in touch with us? We have extensive experience in helping our clients generate high-quality leads via webinars.


Power Systems Design Launches New TechTalk Area

Power Systems Design has launched a new area on its website named TechTalk. The new section provides readers with a range of content focusing on how new technologies and applications are making a difference across the power industry.

Hosted on the website as a department, the content will also be shared in Power Systems Design's weekly newsletters.

Here at Napier, we are always delighted to receive news of publications expanding their content and focus. With the new department live, there are already several informative articles available on the site.

To find out more about the new TechTalk department, please click here. 

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Napier Passes 2021 PRCA CMS Audit

We are delighted to share that we have passed our annual PR Consultants Association (PRCA) Communications Management Standard (CMS) audit for 2021.  As a challenging audit of our processes and procedures, it's great to see Napier's hard work and high-quality service being recognized for another year.

This result is a reflection of our team’s commitment to quality and continuous improvement, and of the great systems and processes we have in place at Napier. As we mark the 10th year of Napier holding the PRCA CMS accreditation, we have also become Gold award holders.

Congratulations – and thanks – to the whole Napier team!


Electronic Specifier Launches New Site in Partnership with Hardware Pioneers

Electronic Specifier has launched a new website in partnership with Hardware Pioneers, a growing community of thousands of startup founders, executives, engineers and developers operating in the IoT sector.

The new website, Hardware Pioneers News, is an online news centre for IoT product innovators, covering a range of topics including, communications, healthcare, industrial, security, smart cities, smart home and transport. Targeting all engineers and technical and business leaders who are developing B2B and B2C IoT devices, the website will be a platform for all things IoT.

Fabiano Bellisario, Co-founder and CMO of Hardware Pioneers commented: “We are thrilled about the launch of the Hardware Pioneers news site. This new project will help the engineering community to stay up to date with the latest technological advancements in the industry and we are confident it will become an indispensable source of information for the whole smart electronics and IoT community. This is a natural evolution of the work we have already been doing with our events. It's a step forward in fulfilling our mission to facilitate connections, accelerate learning and foster business relations between the people and companies who are solving meaningful problems."

The new site will be run by Editor Lanna Deamer, who has been part of Electronic Specifier's editorial team since 2016, working on Electronic Specifier's main site, as well as their sister publication, Startups Magazine.

At Napier, we think it's great to see Electronic Specifier and Hardware Pioneers partnering up to deliver one platform of knowledge and news for the IoT industry.; and we look forward to seeing the approach the online news centre will take.


Editorial Changes at Electronics Weekly

We were delighted to receive news of the latest editorial changes at Electronics Weekly.

Following Steve Ray's recent departure from the publication to take up a new challenge in the mortgage sector, he has been replaced as Senior Commerical Manager by Hara Tsakona. Ellie Cavanagh has also moved roles and is now a Media Consultant.

We wish both of them the best of luck in their new roles and look forward to working with them in the future.


Several Changes at UK Electronic Publications

It's been a busy month for the UK electronics industry, and we have several key stories to share from across the sector.

Electronics Re-Launched as Electronics Today

The Electronics/Connecting Industry publication has been re-launched as Electronics Today, following an extensive redesign of the website and print issue. Electronics Today has also introduced a new feel and look for the digital issue, modernising the online publication, whilst still providing the latest developments and updates across the electronics component industry.

The first issue of Electronics Today was released in May, and readers can view the latest version by clicking here. 

New Electronics Makes Move to Monthly Issues

New Electronics has announced that it will move to monthly issues from September 2021. This move will include an expansion of focus to include sections on business, universities and cutting-edge research and science, with a confirmed editorial programme yet to be announced.

We look forward to seeing the approach that the New Electronics team will take alongside these monthly issues.

Goodbye to Steve Ray

Steve Ray, Commerical Director at Electronics Weekly, has announced that he is leaving the publication to take up a new challenge in the mortgage sector.

We have worked with Steve for several years and he will be missed within the electronics industry. We wish Steve the best of luck in his new role and adventure!

 


A Napier Webinar: The Secrets to a Successful PPC Campaign

As customers have worked from home, B2B marketers and PR specialists have increasingly incorporated digital activities into their traditional strategies. A key tactic used by many is pay-per-click advertising or PPC. This approach is used on search, paid social and even display advertising, ensuring you only pay for traffic to your website.

But there is no point in generating clicks if the visitors aren’t actually interested in your website. So how do you ensure that you are implementing a strategically crafted PPC campaign that can provide traffic, leads and ultimately customers?

Napier recently held a webinar 'The Secrets to a Successful PPC Campaign', which explores what B2B marketers need to consider when implementing a PPC campaign and covers:

  • What is PPC?
  • Benefits of running a PPC campaign vs a display campaign
  • The different PPC platforms you can use
  • How to use PPC with ABM
  • Top tips for programmatic advertising

Register to view our webinar on demand by clicking here, and why not get in touch to let us know if our insights helped you.

Napier Webinar: ‘The Secrets to a Successful PPC Campaign’ Transcript

Speakers: Mike Maynard, Hannah Kelly

Hannah: Hi, and welcome to Napier’s latest webinar, the secrets to a successful Pay Per Click campaign. As a quick introduction, my name is Hannah, and I'm the business development manager at Napier. And I'll be interviewing Mike, the managing director today, we are taking it in a slightly different format with regard to an interview rather than a presentation, with the aim to really help people who aren't digital experts get up to speed on pay per click advertising campaigns. So with that in mind, I think the best place to start is to ask Mike, what is pay per click advertising? And how can we use it.

Mike: Hi, Hannah. Thanks so much for running the webinar today. So it's a great introductory question, what is pay per click advertising? Well, at the most basic level, pay per click is advertising where you pay only when someone clicks on an ad. And not when someone sees an ad. So traditionally, in most publications, when you buy space, you buy on a per impression basis. So you pay when people see the ad. With pay per click, you pay when somebody actually clicks, then reality it's not quite as simple as that. Because there's various other models you can use that are all included within that pay per click. So you can actually measure conversions and pay for conversions, for example, but that's very simply what Pay Per Click is. And typically, you see pay per click in areas such as Google search, or Bing search. So search advertising. You see it on social media platforms. And you also see a lot of pay per click on retargeting and a bit of it on display where you're not targeting a particular publication. But rather you're perhaps targeting an audience across a range of publications.

Hannah: That's a great explanation. Thanks, Mike. So you know, you talk a bit about doing LinkedIn retargeting search, but what I'm really interested in knowing is what are the benefits of running a pay per click campaign? First is a display campaign, for example?

Mike: Well, it's a great question that gets right to the root of why we're talking about this. So obviously, the benefit of a pay per click campaign is you're only paying when somebody takes an action when somebody clicks on your ad. And in theory, what that should mean is that you're actually paying for valuable traffic to your website, rather than just paying to show the ad to people who may or may not be relevant. Now, of course, it's not quite that simple. Because once you start running Pay Per Click campaigns, you'll very quickly find that a lot of people click on ads that they have no interest in, there's a lot of spam clicks that are happening. And also, you'll find that there is value in actually showing the ad and changing people's perception. So it's not quite as simple as just saying, you know, you pay for results, rather than paying for actually showing the ad. But at a basic level, there's a lot of truth in that kind of concept.

Hannah: Brilliant. So would you say there's more? What are the pros and cons for each, you know, they're more advanced is to pay per click or, you know, more advices to display? Or actually does it depend on the approach and what you're looking to achieve? I think it does depend on the approach. So if you look at buying display for certain publication, all you're doing is buying their traffic. So you're actually saying I want to show ads to people who read this sort of content. And that can be really, really effective. We know that advertising in industrial publications works well. So absolutely, there can be benefits there. However, you might be also advertising to quite a broad audience when what you want to do is target a very focused audience. And so that can be the downside. So if you look at you know, very general title, I mean, I N is a classic industrial title appeals to a very broad range of people.

Typically, if you're running ads on that publication, you might be reaching a lot of people who are never going to be customers, and you're paying by impressions, you're paying for those people who see your ad even though they won't be a customer. Now, if you look at pay per click, that's very different, because pay per click, then really what you feel you're doing is you're paying for the people interact. So the high quality. Now, there are some really important things to remember about pay per click. The first is that almost all pay per click is done on a bidding basis on a real time auction. And literally every time the ad is shown, there's an auction to decide which ad is shown.

And so what happens is, is that companies like Google are fundamentally looking to optimise the revenue they get. So what they'll do is they'll look at your bid how much you're prepared to spend on the ad. But they'll also look at your click through rate and the ad performance. So the features around the ad performance and crudely speaking what they're looking to do is maximise the revenue. And roughly, and this is certainly not a precise number, but very roughly, the value of your ad to Google is your click through rate times your bid per click, because that gives you an idea of how much money they're gonna make.

So, you may think this is fantastic, I'm advertised to a wide audience, and I'm only going to pay for the clicks, the dangerous, you'll pay more for the clicks. So I think there's there's really lots of subtle differences in terms of, you know, is it better to pay for clicks, is it better to pay for impression, frankly, actually, it's better to have a really good campaign that targets the audience, you want to reach really well. And I guess that's where the last thing I'd say about Pay Per Click comes in, is that if you look at the platforms that run pay per click, then perhaps that's the biggest reason for choosing pay per click. So that might be Google. Now, Google talks a lot about intent. So if somebody searches for a product, so if somebody searches for a motor drive, then the chances are, they're actually looking to buy that product. So you're actually reaching someone with an ad at the point when they're considering that particular product. So the intent has huge value, more value than the fact you're doing pay per click, rather than pay per impression. It's all about the intent. And equally, if you look at some of the social platforms, LinkedIn is a great example. You can be very precise in who you target. So with LinkedIn, you can target down to specific companies, specific job titles, specific countries, you can be really, you know, really accurate on who you're trying to reach. And again, that that really detailed demographics for your targeting can actually be worth more than the factor of doing Pay Per Click rather than pay per impression.

Hannah: That's a really good point, because you know, you're talking about lots of different tactics, lots of different areas. But what it comes down to is that you do what makes a good campaign and what's going to generate results for you.

Mike: Exactly, yeah, it's all about, you know, starting from what you want to achieve, and working out what the best campaign is, rather than saying, I'm going to do pay per click, because it's the best advertising approach there is. It's not necessarily the best advertising approach. It depends on what you're trying to achieve.

Hannah: Definitely. So if we take a look at actually designing a pay per click advertising campaign, you know, we've got some clients, non-clients listening today, at Napier, we use a unique four step process. Did you just want to walk us a little bit through that and how you would look at designing a campaign?

Mike: Yeah, absolutely. I love our four step process when we get into things like pay per click, because it works so well. So for people who don't know, our four step process starts with the determine phase, this is where we're looking at what the situation is analysing the situation. And we're also trying to work out how we're going to outsmart the competition.

The next phase is focus. And that's about the audience the message and the channels. And clearly, with pay per click, this is where we would decide to run a pay per click campaign, and which channels we choose to use. We then have the deliver stage, which is about getting results. And lastly, we have the enhanced stage. Now the enhanced stage is super important in pay per click, because Pay Per Click is so suited to experimentation, particularly as, generally speaking, you're running them on a self service platform. So you're able to deliver the ads that you want to deliver, you're able to change it so you can test and experiment. So if you're working through a campaign, that's going to be pay per click, you start with a determined phase. And here you look at what you're trying to achieve. Now let's say for example, you're trying to achieve, say newsletter signups or datasheet, downloads, you'd recognise that this is what you're trying to do. And you're trying to identify what you're trying to impact. So whether it's trying to find people who are looking to design or just trying to find people are looking for background information. As you go through the focus stage, you then look at the audience itself. So are you looking for engineers? Are you looking for senior engineers? Are you looking for VPS of engineering? What's your audience and also you look at the message. And here's where you start building the ad campaign.

And let's say for example, we've decided that we're targeting people who are looking to buy motor drives, again, as I picked earlier, where people are searching for drives, we want to show our ad. And here, you start building an understanding of the audience you want to reach. So we would absolutely always build personas, and customer journeys and work out where the search comes in the customer journey, and why that individual might be searching. At that point. Once we know what the intent is why they're doing the search what they want, then we can serve an ad that's relevant to their needs. And at that point, we can also decide the channels if it's search. Clearly, it probably be running on Google with the biggest searcher, but actually, there are a lot of campaigns that run successfully on Bing. So there are ways to also look beyond Google if you feel your persona is less likely to use Google and obviously, the enhanced stage we would set objectives. So as I said earlier, we might be looking for newsletter signups. Initially, we probably have an idea of how much we value a sign up. So let's say we're prepared to pay, for example, $40. For a sign up, we can then measure the performance of our campaign against our target, which is cost per sign up. And that will allow us to optimise and we can run testing as well as we enhanced the campaign to make it run more and more effectively.

Hannah: That's a great overview. Thanks, Mike. So if we apply this to a more specific scenario, so say we were looking to target the top 20 companies in the semiconductor market? How would you use the approach and the steps you've just talked through to really narrow down and get results from this sort of campaign?

Mike: That feels like you're asking me how to do your job as business development manager for Napier. But it's a great example. So if we look at what we're trying to achieve, with our campaign, we'd probably looking to get some engagement with a certain proportion of those top 20 semiconductor manufacturers. So our goal for the campaign or objective might be to get one or two phone calls, that might be the objective. Now, that's important, because that's not something that's directly measurable. When you're running a pay per click campaign, it's something you need to add in at the end as to whether you've got those calls. And I think that's really important, always considering your business goal, as well as the numbers you get from whatever platform you're using to run the ads.

But looking at that, we then say, well, what do we want to do? You know, we want to target these people. Who do we want to target? Well, the people we want to target are probably marketing managers, PR managers, VPS of marketing, CMOS at those companies. So we know their demographics, their job title, we know the company names.

And then we'd look up, well, what are we trying to tell them, we're probably not trying to target these people, when they they're looking when they're searching for a PR agency, because that's not going to happen very often, it's pretty infrequent. And frankly, if you're in marketing, or PR or Communications at top 20 semiconductor company, you probably get a lot of approaches anyway, from PR agencies. So you probably are being approached all the time, you don't need to search. So clearly, we know the demographics, we know the job titles, you know, the companies, this is pointing us towards using LinkedIn as our channels, our platform. And through the messaging we'd want to do would be focused around how Napier can provide a differentiated service to some of the other agencies that might be used by these companies. So that's really the process of developing it. But once you've got that core campaign, you might decide to add other things. So as example, you might decide to add retargeting, or you might say, Well, actually, I know that this particular agencies got a very high proportion of those top 20 semiconductor companies, I'm actually going to advertise against searches for that agency's name. Because a lot of people still type in, you know, whatever they're looking for, rather than the website, it's just quicker, and then click on the googling. So there may be a way to actually then interject in terms of the search, to interrupt people and get them to think Well, hey, actually, maybe there's other agencies. But that would be the real process, we'd obviously have our metric of calls. And with the enhanced cam, part of the campaign, we'd be looking at whether we can walk people through steps towards those calls. And obviously, those steps might include, you know, for example, registration or a contact form inquiry, it might include engagement with emails, and then it might be the actual call itself. So there might be several steps after the pay per click measurement that we can look at, and measure and then use that to improve and enhance the performance.

Hannah Yeah, I love that. And I love like how many options there are, you know, bidding against competitors, that sort of thing. Just going back to you know, you mentioned LinkedIn that we could, you know, if they were focusing LinkedIn is going to be our primary tactic. Are we then talking about account based marketing here? Would we perhaps use other platforms such as a direct account based marketing platform such as Nrich? What sort of tactics should we expand outside of the pay per click?

Mike: Well, you're absolutely right, quite often pay per click is based around account based marketing. And almost always when you're doing LinkedIn, it's some form of account based marketing, because you're typically focusing either on a target customer list, or you're focusing on particular markets. So there is a huge overlap between pay per click and account based marketing because of the capabilities of a lot of the platforms. So absolutely. When you're doing this, I think it's important not to think about Pay Per Click as the goal. It's not that you're trying to run a pay per click campaign. You're trying to achieve a business goals.

So maybe you're trying to win one of the top 20 semiconductor suppliers as a client for Napier. That means you don't just run pay per click that might form a big part of your campaign. But I would absolutely be looking at what other tactics might support, that sort of account based marketing approach. And that could be anything from, you know, direct postal mail at one end through to a platform, right, as you say, enrich, which lets you target by IP address to actually reach specific companies. So it's all about understanding your personas, the people you're trying to reach? And what would be most impactful for them? What would make the biggest difference?

Hannah: Yeah, love that its about making the biggest difference. That's definitely the key takeaway, what is it, it's going to be most effective for your campaign? So if we had a look, if we focus a bit more into the enhanced data, the process, how would you look at measuring a campaign like this?

Mike: Well, the first thing most people do is they'll go to the platform they're using, whether it's Google or LinkedIn, and they'll probably look at a screen full of numbers, or download a spreadsheet. And I think it's really important not to be a slave to all these numbers, because they can be very enticing, you know, you get these percentages with two decimal points after it. So you know, four significant figures of information potentially, they're actually not that accurate, you've got to understand randomness. And one of the things we've done in Napier is we've actually built an A B test calculator, which lets you understand whether differences between ads are due to randomness, or actually likely to be due to a real difference in performance. So very often, we see people actually looking at the numbers, making assumptions and making decisions that really feel good, because they've got all these very precise feeling numbers, but actually are not statistically significant. So in reality, you shouldn't be making those decisions. So I would say the most important thing is, whilst you to use the numbers as a tool, the numbers you get from the platform and not your goal, what your goal is, is the objective you set, when you conducted that determined phases, start what you want to achieve. And it's all about looking as to how you're moving prospects oriented, you know, sometimes the pay per click, it might be customers, how you're moving them towards that end business goal. And so it's about understanding that, rather than just trying to get the numbers that look good.

Hannah: Definitely, yeah, I agree with that. So if I took give you a slightly different scenario, I know you always like a challenge. We've spoken about account based marketing, using pay per click like that. But if we actually were looking to launch a search campaign, targeting people who are planning to use thermal imaging cameras how would we apply our process in this scenario?

Mike: So thermal imaging is a very interesting application, I think this is where, you know, really can start to become quite creative in pay per click. So you might decide, for example, to target people who search for thermal cameras.

That's an easy thing to do. Probably people searching for that want to buy them. But there's a wide range of thermal cameras. So perhaps you want to target for example, brand names. So you know, the market leader is FLIR in this market. So perhaps you want to target FLIR or some of their brand names. Or maybe you want to target fluke is number two, and again, target those those brands. So you can start looking at specific products, but that might not be the right way to go about it. Because actually, people typically are not buying a thermal camera, because they've been told a thermal camera, you know, is the thing to have, they're buying a thermal camera to solve a problem. And so quite often we see people, rather than trying to target brands, which quite often can be a little bit late in the process, you know, trying to target a competitor's brand when someone's searching for it, they've probably made the decision, but you can look at some of the applications. So one example might be people use thermal cameras to detect problems, electrical panels, so high power panels, you can see problems because they show up as hotspots. So you might want to, you know, look for terms around thermal inspection of panels or thermal inspection of electrical panels. And that would be a great way to, you know, put your brand top of mind when somebody starts thinking about buying a thermal camera to solve a particular problem. But you could even go further back and you can say, Well, actually, there might be people who don't understand the benefits of thermal cameras, when you're trying to check panels or make sure that they're working correctly. And so we can advertise around you know, for example, you know, just looking at panels and finding on panels, rather than somebody specifically looking for thermal cameras. And then what you're doing is really talking about top of the funnel. So they know they've got a problem. They don't actually know the solution. They're just googling around the problem. You can present content that actually provides a solution and obviously presents your solution in the best possible light.

Hannah: And so you've mentioned in the previous campaigns retargeting is retargeting something that would be effective with this as well.

Mike: Absolutely, it's, it's always very interesting. And I think maybe less. So for LinkedIn, people can understand the value of retargeting. But in search, you know, the whole point about searches that it's all about intent, people are trying to find something at a particular time. But incredibly, you get a lot of people who don't convert, if you retarget, those people, they will come back, and they will convert on seeing your subsequent ads. So they're actually converting at a time when, theoretically, we don't know they have intent. We know they had intent in the past, but we don't know they need the product. Now. It is interesting. And I think this is really down to the fact that most decisions in b2b tech, they actually take quite a long time to make, you know, I mean, we're not the sort of people who, you know, going out and buying, you know, I use the drives example, but buying drives on Amazon, without even, you know, paying any attention to it or doing analysis. So, quite often, the intent phase is where people are actually analysing what products to buy, they're doing selection. And so what the retargeting does is keeps you top of mind and keeps you in front of that customer, all the way through from from that initial start of selection all the way through to the actual purchase. And so retargeting absolutely can have a big effect, and a very surprisingly positive impact on search ads, as well as things like LinkedIn, and other social media platform ads.

Hannah: I'd have to agree because it is, you know, b2b tech, we do have long sales cycles, and retargeting I almost feel as underestimated at times of impact it can have on the results and getting people from awareness to opportunity.

Mike: Totally agree. Totally agree. You're absolutely right. And you know, retargeting, of course typically is another form of pay per click, depends on how you're running it. But almost all retargeting is run as pay per click. So it's absolutely something that quite often is undervalued.

Hannah: So what is the biggest mistakes you’ve seen? This is a question I've been looking forward to asking what are the biggest mistakes you see when it comes to developing and deploying campaigns such as Pay Per Click?

Mike: This is this is a great question because the mistakes cover such a huge range of different areas. So one end, we see people making some, you know, what feel like fairly basic mistakes, but are made incredibly frequently. So for example, we'll see companies that are targeting ads globally. And they might only sell in a couple of countries, I've seen companies where the top 10 countries for clicks. So the top 10 countries where they're spending money are actually 10 countries where they've never sold a product. So, you know, understanding the platform and configuring it correctly, not making mistakes is really important.

And then I think it comes down to you know, not really being driven by just the platform, but actually putting some thought into it yourself. So really trying to think and understand. And that's particularly important when it comes to things like numbers I said earlier, you know, don't don't be a slave to the numbers from the platform, think beyond the platform and the click through rates, because they're not always the full story, try and get a much broader, a much wider picture. So you know that those are two areas, I guess, you know, firstly, it's absolutely started, you know, with the right configuration. And then once things are running, make sure you're looking at, you know, the right numbers, the right figures, so optimise your campaign. I mean, there's lots of other, you know, individual mistakes that can be made. One of the ones that is surprisingly common actually is breaking the rules. So all of these platforms will have rules about what you can and can't do. And quite often, companies will run ads that will break the rules. So for example, we talked about targeting competitors, you can absolutely target competitors and search for example, even if that search is a trademark, you can target the search, but you can't use the trademark in your ad. According to Google's rules. We also see issues with some, I would say inconsistent interpretation of the rules as well. So you know, there are always situations where people are running ads that you know, should be allowed to Google disallows them or vice versa and that margin, there are quite often problems. So lots and lots of things you could do I mean, really, I guess the ultimate thing, if you don't mind me pitching a bit is people should come to agencies that know and understand pay per click, because they can help you avoid all the problems that do occur.

Hannah: I think it's such a great point. You know, I love that concept of Don't be a slave to the numbers. And as you've just explained, there's so many more factors to consider than just the numbers you see on the screen.

Mike: Absolutely, yeah.

Hannah: So I'd say my last question to end, you know, end on a bit of a positive note. But it'd be great if you could share a couple of tips of how to deliver a successful pay per click advertising campaign.

Mike: Absolutely. And here, I'm going to talk specifically about b2b because I think it's important to understand that we have some specific needs. So you know, the first thing you've got to do is understand the audience pick the right channel for the campaign. So, you know, if you're offering deeply complex, white papers, then maybe tik tok is not the right platform to offer offer it on, perhaps you want to offer it on something more professional like LinkedIn. But if you're offering retargeting and just trying to keep Top of Mind, then maybe you know, go ahead, try Tick tock, try Facebook, and see if that works. So understand the audience choose the right channel.

And then the next thing is don't rely on the channels to optimise for you. Now. Now, there are lots of optimizations that can be incredibly helpful. But if you just switch everything to Super auto, I think the thing you'll find is that you will end up with a very broad audience and when be very focused, and Google is particularly good at this, you know, trying to get you to spend 234 times what you're spending before. By widening the audience, sometimes you know exactly who you want to target. And you want to target those people, you don't want to target anybody else, or you want to target very specific searches, you don't want broad match and broad match can be extremely dangerous in b2b, because you can go from a term that has, you know, only a few searches, but absolutely identifies the audience, you want to reach to a term that has many, many searches from people who are never going to be customers. So use the tools. But don't let them create the campaign or driver campaign. We've talked about tests and optimise. That's really important. Keep testing, keep optimising I mean, Napier, we often run a B tests, we'll have, you know, little informal bets about which ad is going to win. And quite often we're wrong. You know, quite often we'll see an ad winning for reasons that we never expected. So I think, you know, trust the numbers, when it comes to testing, and make sure you you think about it from the audience's side, not from your personal opinion.

And I always say use negatives. So I mean, excluding companies and LinkedIn campaigns is really important. For example, if you're looking for customer acquisition, you want to exclude all the companies that are already customers, because you probably want different messages for companies already customers, but particularly on search as well, negative keywords are incredibly powerful. So use those negatives to rule out the people who aren't relevant. And I guess Lastly, you know, and this comes back to, to what I think I've said several times during this this discussion, track what matters. So make sure that you're tracking, you know, conversions, if you can track things electronically with conversions, or if not track it manually with business goals, whether that's customer acquisition, whether it's meetings, whether it's, you know, opportunities to quote, all of that track what matters and try and link that back to what you're actually doing in the campaign. Because the closer you get to the business result, the more impact you're going to get from your campaign.

Hannah: This is some really insightful tips. Thanks, Mike. I have to say I've fallen victim to you know, the automate automations within the platforms before so it's definitely something to learn as you go through.

Mike: Absolutely, yeah, I mean, I think most people have in recently, over the last quarter or So Google has actually turned on some automations automatically, that have broadened out campaigns. And it's very easy to miss Google making those changes. So totally agree it's really important to do that.

Hannah: Definitely. So I'm just gonna see if we got any questions from the audience. We haven't got any at the moment. So I would ask what's the best way for anyone to get in touch with you, Mike, if they've got any follow up questions from this webinar?

Mike: Well, hopefully clients know how to get in touch with me, anyone who's not a client, they can obviously contact me through LinkedIn. They can go to the Napier website Napierb2b.com and pick the phone up or get our contact details, or just send an email. My email address is Mike@Napierb2b.com. But you'd have probably guessed that anyway.

Hannah: Brilliant. Well, thank you all so much for your time, and we'll end up ended here, shall we, Mike? Absolutely.

Mike: Thanks so much. It's been a great discussion.

Hannah: Thanks, Mike.


Latest Updates From WEKA FACHMEDIEN: Lead Generation Tools and Virtual Trade Fairs

Publishing house WEKA FACHMEDIEN has shared several updates, including news of its virtual trade fair and events, as well as three new lead generation tools.

With the COVID-19 pandemic changing the traditional approach of trade fairs and events, WEKA is hosting and organizing several virtual events across the next few months. Exhibitors are able to set up a trade fair stand to present product innovations virtually, and visitors are still able to network using live chats to speak with exhibitors, with the opportunity to also attend specialist presentations in a digital conference hall. For the full list of current events going ahead, and for more information on how you can get involved, please click here. 

WEKA has also introduced three new lead generation tools: 'Easter Calendar', 'Find the Couple', and 'Advent Calendar'. These tactics offer companies the opportunity to engage with prospects and draw attention to specific products or services.  The Easter and Advent calendars provide a countdown, with the option to provide quizzes and competitions for visitors to win a prize, and the 'Find the Couple' tool enables companies to raise awareness of products and also enter visitors into a raffle. For further information on these tools please contact Christian Stadler at cstadler@weka-fachmedien.de

It's great to see a publishing house such as WEKA FACHMEDIEN continue to adapt its offerings. Tactics like this are sure to make a difference, and it's great to see further publications embracing digital tactics, especially as the trend of digital activities shows no sign of slowing down.


ViPress.net Takes New Direction

French publication ViPress.net has announced a new direction for the online magazine, as it welcomes Pascal Coutance as its new Editor. Pascal joins the editorial team from the role of Editorial Director of the Electronic and Measurement Journals, with more than 20 years of experience in the electronic and industrial press.

Since 2003, ViPress.net has provided readers with the latest developments in economic news in the electronics industry. The arrival of Pascal marks the transformation of ViPress.net into a global electronic media publication, accessible for all.  The magazine will introduce technology news alongside economic news, as well as provide an analysis tool section, providing in-depth articles on key areas within the industry. The in-depth articles will be divided into 10 areas including reports from trade fairs, conferences and round tables, as well as articles describing the technical implementation of electronic solutions responding to specific issues.

Alongside these changes, Vipress.net has introduced a new structure, dividing the publication into three key areas: 'All the eco', 'All the techno' and 'The time of analysis'.

It's great to see ViPress.net evolving to provide readers with even more valuable content, and we look forward to seeing the new direction Pascal and the editorial team will take.

For further information on the publication and its changes, please click here. 

 


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 companies should be in your ABM campaign
  • ABM campaigns you can launch today
  • Pitfalls to Avoid

Register to view our webinar on demand by clicking here, and why not get in touch to let us know if our insights helped you.

Napier Webinar: ‘Five ABM Campaigns to Increase Sales' Transcript

Speakers: Mike Maynard

Mike: Hi, everyone, and welcome to the latest Napier webinar. Today we're going to be talking about account based marketing. And what we're going to try and do is give you five campaigns that you can use to that will directly increase your sales using ABM techniques. If you have any questions, please do feel free to ask them, post them in the conversation box. And I will be very happy to answer them at the end. So please post questions as you as you think of them. And then it makes it easier for us to go through them once the webinars finished. So five campaigns to increase sales. So what are we going to talk about? Well, the webinars gonna Firstly, talk a little bit about ABM. So explain what we mean by account based marketing, and also explain why ABM is so effective. We're also going to answer one of the big questions that we keep getting asked by clients, which is how many companies should be in your ABM campaign. We'll talk then about the five campaigns that you can launch today. And then finally, the webinar is going to cover a few pitfalls that you need to avoid if you want to make sure your ABM campaigns are successful.

So what is ABM? Well, we went and had a look at Marketo. These guys know a thing or two about ABM. And they say account based marketing is a focused approach to b2b marketing, in which marketing and sales teams work together to target best fit accounts and turn them into customers. So I mean, there's some obvious things here, you know, that we've got some cooperation between marketing and sales. We're obviously trying to get customers which is, you know, not unusual for a marketing campaign. But really, the thing around account based marketing is that you're focusing and what you're focusing on is the best fit accounts, those companies that are most likely to become the best customers. And this is really what drives ABMs effectiveness and ABM success for a lot of our clients. So there are different types of ABM. And lots of people have different views as to how you should define ABM. What we've done is we've made use of the definitions by itsma, which is the organisation that really kicked off the enthusiasm around ABM. And they have definitions of strategic ABM, which is basically highly customised programmes for individual accounts. So you're building effectively a bespoke marketing programme for each account. ABM light, which is basically clustering accounts together, they might have similar issues similar needs similar requirements. And you build campaigns for those clusters of accounts. And then finally, programmatic ABM, so programmatic ABM, will use technology. And it will allow you to tailor marketing campaigns for specific accounts at scale. And I think this is, you know, really important, the programmatic ABM lets you move from having a relatively small number of counts to having very, very large number of accounts without needing huge marketing teams.

Now, to be honest, at Napier, our view is that, you know, there is some overlap and approaches and certain one right approach what strategic ABM so creating this bursary much more powerful to do with petak a versa you can never scale those bespoke programmes in strategic a two ounce that you can read actually our view is is that you know, there are approaches, but in reality most of the company work with a using a kind of blend of two or maybe some different approaches to create an ABM or get an ABM programme that works for them. So these are the different types of ABM. And we'll be talking about you know, these customised we're talking about clustering accounts and we'll talk about programmatic we'll say Well okay, so I get ABM Why is it ABM what makes it well.

We've got quotes from Alexander I think Moe was the phone, amongst other things. And, you know, he's talking about concentrating all the hand the sunrise rays burn until brought to a photo. Well, that's certainly true up in Scotland, that you do need to focus things raised to make them burn. And so fame is really important. It does a lot of thing you know, so If you're marketing more effective, and it makes it more effective by breaking through the noise, you can actually have much higher frequency of interaction with individuals within the target accounts because all your budget is focused on a limited number of targeted emotions. It lets you get to really target ROI opportunities. So everything is generating or your marketing is generating a certain conversion rate. What's going to happen is the value of those conversions go up, the more you focus on key accounts. You can design campaigns to reach the right people and really talk particularly when we look at the customised ABM means huge bend. And finally, one of the things that ABM is very important importance of making use of synergies by sales. And this really often be from everything actually understanding which of the best accounts to tie sales thing. Those that follow up loop and work with, say any of these opportunities hold up and sell them incentive to do this. You're actually targeting the Academy, one they asked you to do. So personalization, so ABM allows for very, very effective, personalised, those between the ABM lightened strategic ABM. I mean, you can either do action, which grounds you know the needs and requirements of a particular industry, or you can fully personalise and get down to individuals and typically, most ABM campaigns have personalization on the industry level, maybe personalization on the persona level. But if you have a really major target, you can do that full strategic ABM approach and personalised approach.

And the great thing about persona as Kylie and Joe some years ago, is that it reflection of how much you love that customer, you can show that your heart is oh so true. The important virtualization is personalization is not about putting the company name and an advert or console, expanding the accounts need. So the company the target accounts needs, what drives the persona. So how they are involved in different elements. So that is really ultimately about building trust is building trust by showing that you know, and what your target customer is facing what they're having to deal with. So we've talked a little bit of definitions, but the last thing is, you know, you need to be a bit relaxed with ABM. The goal is not to do a programmatic ABM, you have a certain thing that you can list on your LinkedIn. It's simply benefits from better targeting and personalization of content. And that's really I mean ABM II to achieve that, and it's a frickin it's not the end goal. Clearly, ABM also has benefits with integration. So what I'd say is when you look at ABM, let's not worry too much about whether it fits a better definition of ABM. Let's make sure that it's from any approach that you take.

So this is the first questions we ask that asked by any client account should be in our ABM programme. Fortunately, the answer is really depends. It depends on whatever ABM programme. If you're launching your ABM, your first 1000 companies, you know, you can make it work before you scale up. It depends on your resources. This is not just how you have to drive the campaign. It's also to help you and as we mentioned, KVM is great because it allows you to very large number of accounts, if you don't have the programmatic technically not going to be able to scale. And it also depends on money. And we talked about the focusing of resort viewer accounts and try and focus on please enjoy a good two, three don't break through the noise. So it really is a balancing act. And personalised can also have an impact impacts the amount of work you do. Sales support can have an impact both which account as a follow up and any other campaign. You know, unless you're running an e commerce campaign, there's very little leads if you're not from sales, so if support a serve accounts responding, there's no point having a human race twice the number of running active, more efficient, a smaller number get the other. Related to that, of course it can also depend upon the to win and service and account. If you have a very easy ordering system for new customers. Well, you know, the product need to then you might lock more accounts than a service where there's a lot of onboarding and getting up to what your company goals are. And the company will have goals in terms of revenue, and that can often be trying to an estimate of the number of company.

So I've kind of copped out I've not given you a definite answer should tell you what people do at the end of the day. If you look at this this pie chart is based on HubSpot asked us what their typical target account list typically demand basis customers, the enterprise IT See there's a huge range 13% of the counts, but almost 50% bounce in their campaign base, typically these these customers will be more towards the bend based programme. So over most likely one, one to 100, if we looked at people running ABM, but without a programmatic on base, and so you can see there's a here It really is. And so it's all about campaign that's going to meet your needs, and ultimately help your business achieve its business goals. So, campaigns that we've got about really elements of ABM campaigns, and how they can work and how they can be more efficient, actually run ABM rather than running more of a broadcast type approach.

So the first one is targeted advertising. And this is a really simple approach Rabia, see the animation here? We generate followers for a company called tech core taking Veronica and we're putting her photo into the ad. This is something that's it means what you can do is knock us your advertising on care about. But it also means you can do some customizations, so you could address for example, and get specific pain points. And you can see in the background, a landing page for ABM account campaigns, that was targeted comm supplying the airport sector and talking about what their challenges were and how we can help. There are different ways adverts and obviously as I say LinkedIn is typical to generate leads.

So you can have a LinkedIn example as follows. People would be looking probably promoting content they'd be they'd be offering other activity with the customer. So that could be for example, a webinar. And there's different approaches to personalising the advertising. So I think it's a it's interesting other ways that people and how you approach things really depends a lot on your brand to appear. So we can see here for example, forts have fought to personalising an advert, demand base as well. So if you're looking for information, they've got an article on different ways ads accounts name, you can put it in the headline, or you can put the set on company, which is obviously part of the healthcare sector. So you can either use the attribute name, Alternatively, you can talk about Street, or you can tell us the company name, address. And if you look at this approach, what you typically do is you do many different versions each in a different gets. One thing I'd say is that, you know, personalization is still quite a bit of manual work involved. There are tool sets of ad as well. But typically today, there's not end to end solution for creating and delivering dads. And so I think this is we'll see nurture is ads personalised on the fly as they deliver to potential customers. And so I think this is something that's definitely going to change. Ultimately, what it means for us is we'll probably see our company's names in more and more ads as people target us. And so targeted advertising, very simple approach. And particularly if you're looking at kind of an industry sector targeting, it's very easy to do, because you can reach and each account will have, and you can reach them all with a single advert. But the question is who when you pick from the ad, you know, you've got your targeted ad.

So what are you going to, I can campaign is targeting 10 offers any different ways to do this, but it's about creating particularly relevant downloadable content. So this could be market specific content, or it could be fully personalised. And there's lots of tools to do this that can create dynamic PDFs from simply putting your, you know, target customers logo on to actually completely changing the content within a PDF. And you can see a very similar on the Napier report tool that allows you to define what a marketing qualified and so I'd leave form and produces the definition. And if you enter your details, you can click through, get the definition and download the PDF. And obviously this PDF is exactly the content that you entered. Totally customise and a relatively simple site.

A campaign that is specific, is we ran is once we love with Nokia, we'd like to work with more division, downloadable content that showcased the work we've done some of the Nokia divisions we work with to encourage so it's all looking results. It's very custom be much specific content about Nokia here. I chose to realisation we don't have on the landing paid work for Nokia you should work for us. It's not too direct.

So with your campaigns you really need to understand how much personalization you can do without becoming a little bit creepy. And this is an important thing balls are there to insert campaigns and even individuals and things like that into marketing content, may not always want to use it, because you may find that actually it becomes people find just a little bit uncomfortable dealing with such content. Very much relate to or content offer is really personalization in general. And think the big issue here is looking at how you personally elements of the customer. So we see some background, there's EasyJet for anyone to jet, you've probably seen the little infographic talking about where they tend to, you know, their favourite destination so flat organised on the website, you can see two different landing page and depending upon what the website knows about you, it might the complete staff say they're built for growth. So it will try and get content on the website. But this is not specifically it's upon role based targeting. And so what I'd advise is go beyond the basics, you know, the Hello first day, but the job role person might play in the decision making unit and when bite, perhaps the buyers journey stage understand where the particular individual being the journey stage, and a key use past engagement. If you know the pages that someone has visited, you can get a good idea of where they might be on their buyers journey. So you can then deliver personalization in this early stage of you know, gathering information start to up the funnel type issues. Whereas if they're pretty much ready to place no research into checking more information. There's not another funnel around, you know, for example, your products performance or social with custom, personalization done a name, it doesn't necessarily mean present individual, it's about around the needs of who comes and that can be the same as other people as well. There's lots of different so probably the most commonly used. So when I make content on the personalization, and segment and get those groups of people, rather, it's an almost infinite number of persons. But there's also sorts there's, you know, IP based and cookie based website personalization, where you can post upon the IP, which will and can look up and funny, they work for a little more COVID with people working from home, although a lot of people still have to log into their business through their VPN. So it's often possible to see which company people work for based upon their IP address. And then lastly, dynamic he was actually, we love the use of dynamic email. And we'll actually put different email prospects. And the great thing about always done automatically. So we can deliver content to each client in the full email without you having to fit into it once we've set up the email. So we can have a look an example of some personalization campaigns see the range of things you you can do so I mean, here is a very some campaign targeting Uber is created by slam is there basically the Uber logo and page. On the left hand side, however, is oldest tech with a big poster. But this is a graphic designers. They wanted to get some work with the agency, Ogilvy. And so they built bought the billboard that was directly out of Ogilvy office and create an advert that was specific to Ogilvy. So hundreds of people passing really cared about the people going into the job. so successful, that actually the Manage covey frequency, because he was so impressed with what they did from Ogilvy so easily use very, you know, what you might call olex. But you account based marketing, particularly interesting approach.

Another approach would be a great mailer. The thing I'd say, and again, this is maybe a little odd. But as people return to the office folks really well. And what you actually spend more on the postal mailers because you know, you're targeting and they're really sending as many as you would, entire market. But ABM is really about creativity matters on the printed card, to do something very clever. And what these mailers deliver. So often these are called door openers, they never let me forget where we sent to prospective clients. And the message was, you know, we'd love to work with you, and you're only a stone's throw away.

So anyway, we went to meet the client because they were meeting a lot just walking through the door and we did a great pitch team was amazing. We convinced them to work with us. And everybody in the office laughed because the marketing manager had actually already posted a blog about it, where he said the reason he gave us the business was the creativity of the mailer, and not our pitch, which I felt was kind of with the honesty of marketing managers. So a really useful I think very underrated and they're very easy to do when you get to a VM because you're dealing with numbers, something teams don't their entire life thing mailers into boxes or apps. So there are ways to make mailers. And there are different services that will actually do automate your mailers for you. So if you run sample you can literally basically from all works over these mailers can be generic campaign with a note, choose to make customised or branded goods three of the biggest those so and Alice Alice is very well known in the States, but currently do the operate in the UK and across Europe.

I'd encourage us to use video personalization. Because its easy create a video. You can automatically convert solely something as simple adding in somebody click here we can see then we've made as being applied to document we've got a very happy man saying hello the different people changing the background as well as as he does it. And we can employer approaches like a video that I'm interested and I would only recommend looking at your laptop who personalised videos at scale so you record the video will replace the content and so they'll replace the content. So if you've seen those, those video that they've not been personalised for you by someone nails and videos of different names, they've acted just like God.

Here's my bonus idea what an extra bite Well, it's effectively something like I don't want a free that they can drink was the salesperson talks to see people don't coffee whilst the salesperson talks them but it's a great version of kind of gift to get approach where you give them a coffee they feel I'm you know morally indebted to you and more, I'm much more likely to take the sale. Think about this as it's very simple to do because you can do it with vouchers you can do it electronically. And it scales very easily. As it does scale easily thing will not make your any your email persons thick. So definitely put the effort into personalization, if you are spending the money on vouchers.

So those are our campaigns we want it so some of the mistakes we've seen. So there are certainly pitfalls to avoid. I mean, it's having too many accounts on the programme, particularly if got limited budget limited resources or you're just you don't go big initially you get the process working and also creating enough money to break through the noise. Equally. If you've got some resources and you've you've haven't run into few accounts can also be a major pitfall fail to get the small number of accounts. I talked about being creepy. Don't ever cross the creepy line over and be as much of a problem as underpass. investment is not a magic wand is going to magically get customers you do have to have money to break. We see people, a lot of us, you know everybody gets excited about particular I mean, if you come and talk to me, I'll be reading about soldiers we work with like that offers programmatic ABM. It's really it's to me or tools is about achieving marketing, bam, and the tools help you achieve itself. I talked about personalization, no slides can be bad. His biggest pitfall and I think this is you know, pretty much the biggest pitfall for most marketing activities is failing to put in point launching an ABM campaign unless you can show that it's more previous parties.

So if I was to share key pro tips, as we call them full of things I'd recommend looking at. Firstly, you know the ABM is going to be important. In fact, some people are predicting that b2b marketing or be ABM in the future. And the maybe will just disappear as everybody moves to actually using that as their default but get on board now moving on focus marketing to start small, advisory creative and see if they work. And obviously if they work, scale them up. Definitely use the technology but don't be driven by the technology or tool. Get the sales team excited. I mean, the great thing about ABM is it can generate sales results because you're fucking actually the biggest sales. So those tips are really what I'd read to look Adams of getting your ABM campaign started interested, you know, ABM certainly please do contact me.

So you can reach me by email LinkedIn as my details here or via phone. And then I guess the last thing to say is, please feel free and we'll certainly learn them. Or alternatively, if you've got questions you'd like to talk about in more than easily please do email me and I'd be more than happy to so tips for our session we will be posting the slides on SlideShare will also make the webinar available A rebroadcast in case you want to share it, and we'll let you know all the details.


The Rise of Talking Industry and Revival of Live Events

We were delighted to receive a guest blog post from the editorial team at DFA Media, who share the latest from the publication, including details on the Talking Industry Live event due to take place 5-7th April 2022. 

When Andy Pye first met up with DFA Media in December 2019 to discuss a new post, neither party could have anticipated what was just around the corner. Within a few months, the country was in lockdown and the world that we knew was turned upside down.

Andy started his new position on 1st April 2020 as consultant editor, working alongside the editors of Smart Machines & Factories, PWE and Drives & Controls, Aaron Blutstein and Tony Sacks.

It was an inauspicious day of the year if ever there was one, and the industrial economy was not overly optimistic. In fact, it took Andy 14 months to make a physical appearance at the DFA Media Tonbridge offices, almost certainly the latest he has ever been for work!

Within a few weeks, everything had moved onto Zoom (other brands are available) and he settled into a full programme of online meetings and webinars. Through extra-curricular activities in cricket and politics, he quickly learned how to run Zoom webinars attracting several hundred registrants.

Talking Industry – freeform style

It was here that the beginnings of the Talking Industry series of webinars were born. The idea was to create a series of webinars that were not the usual well-rehearsed company presentations, but a freeform discussion more akin to Question Time than a party-political broadcast. Questions are therefore not pre-planned but are based on what the registrants' place in the chat.

Tentatively, the ideas were sold to some pioneering clients and our first edition was born in July 2020. It featured Anthony Pickering, President of Nidec Control Techniques, who explained how the factory in North Wales had been redesigned to be COVID-safe, a highly topical issue at the time.

A second edition ran in November of that year. The success of these two prototypes led to a series of six being announced in the year of 2021. We are now halfway through that series and going from strength to strength. With five panellists, including Professor Sam Turner from HVM Catapult, TI5 on automation and robotics hit the airwaves with 491 registrants, the highest attendance to date.

Over time, registrants have become much more familiar with using the Q&A and chat functions. It is no longer possible to answer all the questions posted, especially as they range from introductory to advanced topics. As a result, we invite panellists, registrants, non-attendees and anyone else who is interested to progress the discussion on our Talking Industry LinkedIn page. Discussions in some cases can continue for several weeks.

Of course, registrants can also be contacted individually “off-camera” to discuss particular specific issues, one of the main benefits of signing up as a panellist.

We are also very proud of the fact that these sessions are now CPD approved and therefore open to students and apprentices wishing to gain experience in the topics we cover and engage with industry-leading figures.

Talking Industry Live

The success of the Talking Industry webinars will also see its transition from the digital sphere to live panel discussions. For three days, between the 5-7th April 2022, Talking Industry will become Talking Industry Live at DFA Media’s co-located shows; Smart Industry Expo, Plant & Asset Management, Drives & Controls, Fluid Power & Systems, and Air-Tech Exhibitions, which all return to Birmingham’s NEC, alongside MACH. The built-up excitement around these shows has resulted in the co-location currently being over 85% sold and an influx of unprecedented enquiries over the last month. The final number of exhibitors is now anticipated to exceed 400. This would make it the biggest event of its kind in a generation.

The added value of Talking Industry Live at these events will also greatly enhance the attractiveness of attending, and as a CPD member, the panels' discussions will be accredited. They will also fully reflect the ongoing global transformation to the smart manufacturing era and provide fascinating panel discussions and insight into the potential plants of the future; covering all aspect of the digital transformation across the manufacturing spectrum, as well as looking at how digitalisation has helped during the Coronavirus pandemic and its importance in any future outbreak. Leading experts will address the vast array of information around 4IR, discussing the practicalities, technologies and issues surrounding the transition and implementation of digitalisation in UK manufacturing.

Other Talking Industry Live panel discussions will focus on how the growth of robotics will generate better ROI and productivity, health & safety, and skills, plus much more.

In addition to the Talking Industry Live panel discussions at the events, there will be a separate seminar theatre. The Knowledge Hub will have a strong emphasis on technology that will bring together all aspects of plant and asset management, hydraulics, pneumatics, robotics and automation, energy efficiency, machine safety, drives, motion control, legislation, system strategies and technological developments. Featuring representatives from across industry including government agencies, research bodies, trade associations, and manufacturers.

Over the course of the three-day co-located events, both Talking Industry Live and The Knowledge Hub seminar programmes, will offer visitors the opportunity to learn how they can seize the opportunities that exist and promote the benefits of adopting emerging digital technologies as well as a range of technical and practical case studies and seminars covering a wide range of topic areas.

The variety and scope of both the Talking Industry Live and Knowledge Hub programmes for 2022 are extremely exciting, adding what we believe will give visitors a genuine opportunity to keep abreast of the latest industry developments.

With so many people having missed live exhibitions, conferences and seminars, and the benefits that go along with them including seeing technology up close again, asking questions in person, and meeting friends and colleagues. We firmly believe that such events will see an unprecedented period of revival over the next year because of this pent-up demand both from companies wanting to exhibit and those wanting to attend. Indeed, we are already seeing this increase in demand. Ensuring we have high-quality seminar programmes in place for our own exhibitions in April 2022 is pivotal to enhancing our visitors’ experience and Talking Industry Live will be at the heart of that experience.

For further updates on Talking Industry please visit: https://drivesncontrols.com/news/fullstory.php/aid/6586/All_Talking_Industry_Events_in_2021.html

For further information on the co-location of events please visit: https://www.drives-expo.com/

 


Napier Renews Eurocom Worldwide Membership for 2021

We are delighted to share that Napier has renewed our Eurocom Worldwide membership for 2021, ensuring we have continued access to the best B2B and technology expertise across the globe.

Eurocom Worldwide is a global PR network of agencies that service over 1000 client enterprises in 70 countries on all five continents. The members are communication specialists and excel in developing integrated communication campaigns that incorporate cultural and language differences to target key audiences and influencers in local markets.

We look forward to a continued successful partnership with our fellow partner agencies.

 


Siemens Announces Acquisition of Supplyframe

Siemens has announced the acquisition of Supplyframe, the industry network for electronics design and manufacturing, with the closing of the transaction expected in the fourth quarter of the fiscal year 2021.

The acquisition unlocks several valuable opportunities for customers, as they are able to gain quick access to both Siemens' offerings and Supplyframe's marketplace intelligence; helping customers reduce costs, increase agility and make informed decisions.

With Supplyframe having created a strong Design-to-Source Intelligence (DSI) ecosystem with over 10 million engineering and supply chain professionals worldwide, this acquisition will certainly strengthen Siemens' portfolio through Supplyframe's Software as a Service (SaaS) offerings, not only in the field of Electronic Design Automation (EDA) and Printed Circuit Boards (PCB), but also in other domains and technology fields.

Cedrik Neike, a member of the Managing Board of Siemens AG, commented "We are very pleased to welcome Supplyframe’s highly innovative and talented team to the Siemens family. Supplyframe will be the nucleus to accelerate our overall digital marketplace strategy. Supplyframe’s ecosystem and marketplace intelligence complements our industrial software portfolio perfectly and strengthens our capabilities for the growing market of small- and mid-size customers.”

Steve Flagg, founder of Supplyframe, will continue as CEO of the company and will join the Siemens Digital Industries Software senior leadership team. He commented "Eighteen years ago, we set out on a journey to intelligently connect the extended electronics value chain. It took both a dedicated team and a visionary customer base to gradually turn our vision into reality. This process has been further accelerated by the recent component shortage environment, which has exposed the fragility of supply chains and created a mandate for digital transformation and intelligent decision making. I am thrilled to join forces with Siemens to scale our innovation and drive broader adoption of our DSI solutions globally.  This is an amazing outcome for our customers, partners and employees."

This acquisition is certainly good news for online properties in our industry. The purchase price was given as $700M, which is a huge multiple for a media business that turns over only 1/10th of this amount. Of course Supplyframe is not a conventional media business, and offers tools as well as content, but it still represents a large investment for what is currently a $70M annual turnover business.

We think this acquisition is an indication of a broader online strategy from Siemens. They are adding ecommerce capabilities, and clearly see online as an important part of their go-to-market strategy. If the acquisition of Supplyframe helps Siemens build an online presence that drives a significant proportion of their revenue, the price they've paid will seem like a bargain. As other companies build online strategies, we expect they will be looking for acquisitions to strengthen their technology, content and expertise, which could be good news for some other media properties.

For more information, please click here. 


WNIE Online Team Launches New Digital Magazine: Global Industry Focus

The team behind What's New in Electronics (WNIE) Online, has launched a new digital magazine, Global Industry Focus, which will be centred on the global electronics and off-board industry.

The publication will be bi-monthly and will be a fully optimised digital magazine, offering in-depth content, and regular updates from industry associations and trade bodies. Featuring guest editors from across the electronics industry, the magazine will provide readers with news, technical articles and opinion pieces.

Kirsty Hazlewood, WNIE content creator and Global Industry Focus editor commented: "Global Industry Focus is a new digital magazine that will offer a functional and immersive editorial experience for our audience. We’re looking forward to bringing our readers extensive coverage of the whole electronics and off-board industries using a new immersive and enhanced approach.”

Darren Tindal, sales manager added ”We have identified a gap in the market and feel the time is right for an online magazine that caters for the whole industry all in one magazine. As a digital magazine that will only be printed at major trade events, savings in print and distribution costs can be passed onto our supporters".

Here at Napier, we are always delighted to hear about a new publication, and we look forward to seeing the approach the digital magazine will take.

For more information about Global Industry Focus, please click here. 


Elettronica AV and Elettronica Tech Websites Now Available in English

The Italian publications Elettronica AV and Elettronica Tech have officially launched English versions of their websites, providing visitors with the option to swap between Italian and English with a language button on the left-hand side of the main website menu.

It's great to see publications continuing to make enhancements to their sites, and this new feature certainly widens the net for the target audience, encouraging more English-speaking users to the websites.

 


Microchip Awarded Certificate of Excellence for Online Banner Marketing

Congratulations to our client Microchip, who has been awarded a Certificate of Excellence for online banner marketing 2020 by Electronics Weekly.

The certificate was awarded in recognition of outstanding performance and engagement by achieving the highest in-read video click-through rates, and the highest welcome ad total number of clicks.

Each year, Electronics Weekly awards the companies with the highest performing campaigns, which are identified via an annual analysis of the advertising effectiveness for every ad unit, the volume of traffic and CTR deployed throughout the year.

With the Napier team having worked closely with Microchip to develop successful digital campaigns, we are delighted that they have received this recognition.