Napier Launches Podcast Channel

Here at Napier, we often talk about the importance of staying up to date with trends, even going as far as to put together quarterly trends presentations for our clients, to ensure they stay up to date with the latest in the B2B technology industry. With this in mind, we are excited to announce the launch of Napier’s podcast channel – The Marketing B2B Technology Podcast.

Aimed at anyone who works in marketing, PR or communications within the B2B technology sector, our podcast will cover the latest trends and tactics, covering topics from media relations to marketing automation.

Check out our first couple of podcasts here, and why not get in touch to tell us your thoughts, we’d love to hear from you.

Aspencore Announces Virtual Power Conference & Exhibition for 2020

Aspencore has announced the launch of a virtual conference and exhibition, focussing on power electronics, due to take place from June 16th-18th 2020.

The PowerUP Virtual Expo is a three-day virtual event and is planned to work in a similar format as a live exhibition and conference would. It will feature a fairground, an exhibition hall, as well as a conference area. Exhibitors will be able to present their products and solutions, and chat rooms will allow direct communication between visitors and exhibitors.

With power electronics playing an increasingly important role in various markets such as automotive, industrial, and consumer; as well as enabling technology for a wide range of new functions that enhance automotive and smart grid performance, safety, and functionality; the PowerUP Virtual Conference will be open 24 hours a day with live presentations from 14.30-17.30 CEST (8.30-11.30 EST)  Key topics of the conference include:

  • Motor control solutions
  • Wide-band gap semiconductors
  • Smart/renewable energy

Virtual trade shows and webinars have become a clear trend since the COVID-19 outbreak, and it's great to see Aspencore use this tactic as an opportunity to provide valuable insight into the power industry, during a time where physical trade shows are an impossibility.

To view the full agenda and find out further information, please click here. 

EETech Introduces 'Story First' Format to New Engineering Podcast

EETech has announced the launch of its new media podcast, Moore's Lobby; an electrical engineering podcast that shines a light on the electronics industry's most pressing technical issues, from the rise of simulation to the role of analog design.

The podcast will bring a 'Story First' content mentality through 30-minute narratives and will be hosted by David Finch, a New York Times bestselling author and 20-year veteran of the electronics industry.

“We’re thrilled to launch the podcast as a new media type for our readers to enjoy as they work, tinker, or relax,” said Kate Smith, Director of Digital Content for EETech. “While the format is new, our dedication remains the same as we pursue excellence in technical accuracy, thought-provoking conversation, and a clear representation of the experiences and challenges EEs face.”

“Moore’s Lobby brings real value to our community by featuring stories about successful EE peers, inspiring them with new ideas for their projects,” added Adam LaBarbera, co-founder and CEO of EETech.

With the first episode due to discuss the impact COVID-19 has had on design engineers around the globe and what they are doing to adjust, we are excited by EETech's new approach to engage with their readers during this uncertain time and look forward to hearing what we are sure will be positive reviews about the podcast.

The first episode of Moore’s Lobby will go live Thursday, April 30th, and episodes will be released biweekly on all preferred podcast platforms (including Apple Podcasts, Spotify, Google Play, and more). You can listen and subscribe to the podcast here. 

Guest Blog Post - Ian Poole - Keep Flexible and Keep an Eye on Your Stats In Times of Disruption

We were delighted to receive a guest blog post from Ian Poole, Editor of Electronics Notes, who explores how in this unprecedented time companies can stay flexible and use stats to understand what their readers are looking for.

Keep Flexible and Keep an Eye on Your Stats In Times of Disruption

We have all been experiencing disruption as a result of the current pandemic, and it has affected every business in one way or another.

One of the things we have been noticing at Electronics Notes is how quickly things have changed over the last month or so with regard to traffic and what people are looking for from our website.

One of the ways of gaining both more visitors and more reputation for the website is to respond to these needs as quickly as possible. Flexibility is the name of the game as a slight change in direction may be needed.

These concepts can be applied to websites and all businesses in a variety of ways. From our experience, I think there are two lessons we have learned:

  • Try to anticipate the needs and what people are looking for
  • Keep a very good eye on the website stats and trends to see what is happening and what trends are appearing

Although it is not possible to react to both instantly, responding to them as best you can enables you to respond to the needs of the moment, receive more traffic, build authority for the website, and extend the visitor or customer base. All of these help build the site or business for the longer term, as well as providing very useful resources for the short term.

Anticipating the needs

Shortly after the pandemic broke, we can all remember the request for people to work from home. This placed a significant extra strain on home broadband and Wi-Fi networks. The existing set-ups in many homes might have been good enough for most domestic usage, but once it needed to be pressed into use for business, it might have been put under strain. With other family members possibly using it for additional video streaming, etc at the same time, deficiencies could often be noticed.

To help answer some of the questions, we enhanced our section on Wi-Fi with some useful articles on how to install the best Wi-Fi, and also another one on how to use your existing Wi-Fi to the best effect, and make enhancements where appropriate. We also added a section on working from home to the careers section of the website. These served a good amount of traffic whilst also, hopefully being of use to the readers.

We are also looking at other articles that might be useful as we start to come out of the lockdown. Preparing and launching them in advance means that Google will have started to rank them and over time their ranking should improve sufficiently for them to gain good levels of views and be really useful later.

Anticipating what people might need and want ahead of the requirement can help ensure the website or business has the necessary material when it is needed.

Responding to trends

It is not always easy to anticipate all the forthcoming trends. Because of this, it is necessary to keep a good eye on your website, or other stats to see what is happening, and respond to this quickly.

One example of this is that, for years our best performing video has been one on phase-locked loops and how they work - it has now been viewed over 225k times. Although not associated with professional electronics, we have a section of our website devoted to ham radio (a lot of radio hams are engineers and this section brings a lot of good traffic from North America). I noticed that another video on our YouTube channel about learning Morse code was becoming very popular. It has come from being one of the lower or average performing ones to the top, with over 500 views a day.

Obviously people have been using the lockdown to learn new skills and in this case Morse code. The video sounded out the different letters with visual reinforcement, and I had long intended to produce a similar video for the Morse code numbers. This has now been launched, and further videos, as well as some pages on the website, are planned so that we can have a complete beginners course which I hope to complete over the next week or so.

Obviously, we don't want to be seen to take advantage of the current situation in a selfish way, but we can still see what people are looking for and change accordingly.

By being flexible and responding to the needs of people in various ways, not only can we provide a useful service to people now, but also build the business of the website for the future.

UK Embedded Show Postponed to 2021

We recently wrote a blog announcing the new UK Embedded Show, due to take place on the 14th May at the Windmill Village Best Western Plus in Coventry.

We were unsurprised to hear that the organizers have made the decision to postpone the show. Now taking place on 13th May 2021, the event invites the close-knit community of Embedded professionals and engineers to come together and explore new ideas and technological advances.

Tanya Jane, Marketing Manager at Hitex, commented "I took the decision to move UK Embedded back by a complete 12 months for several reasons. One was the lack of space in the calendar for the final portion of the year. With many other events in the same boat, I did not want UKEmbedded to get lost in a saturated event marketplace, with everyone clamouring for the same audience. However, the bigger reason behind the move brings me back full circle to where my thought process for the conference started from – the first half of the calendar year is empty in terms of embedded-focussed events. The embedded industry needs focus all year round, not just in one 3 month window in Q3 and 4.”

Here at Napier, we were pleased to hear that the event had been postponed rather than cancelled, and we look forward to hearing all about the event and the great feedback we are sure it will receive when it is able to take place next year.



WEKA FACHMEDIEN Unveils WEKA Online Campus

Publishing house WEKA FACHMEDIEN has unveiled its WEKA online campus, a platform that features online events and webinars in the fields of electronics, automation and ICT.

The platform, which is completely free of charge, offers visitors the opportunity to register for a mixture of webinars. Webinar theme days are often held covering topics such as working at home, and recordings of past webinars can be streamed at any time.

With interaction and discussion a key component, WEKA offers a valuable platform where members of the industry can learn and discuss with qualified industry experts.

To find out more about the online campus, and the webinars it has to offer, please click here. 

Electronic Component Show Rescheduled for 2021

The Electronic Component Show (ECS) has announced that this year's show will be rescheduled to 2021, following the escalation of the COVID-19 outbreak in the United Kingdom.

Now due to take place on Thursday 20th May 2021, the organiser's decision to move the event back a full year stems from a large number of shows already being postponed until late Q3 and Q4 of 2020. In what is already a busy time of the year for shows, and with the health and safety of visitors and exhibitors the number one priority, the postponement of the show by a year will ensure safety and give the industry time to deal with these unprecedented circumstances.

All pre-registrations and exhibitors will automatically be transferred over to the 2021 event; and in June, the show will be providing a tabloid ECS edition containing written presentations of the seminars that were due to take place and information about the exhibitors. If you are a registered reader of Electronics Sourcing UK or you were pre-registered for the event, you will receive a free copy.

The Electronic Component Show is the latest in a long line of events to postpone to 2021. With the uncertainty of the future and the long-lasting effects of the UK lockdown, it's no doubt that this is a wise decision, and we look forward to seeing the success of the show in 2021.


Digital Alternative Planned for PCIM Europe 2020

It was recently announced that due to the continual spread of COVID-19 in Europe, PCIM Europe 2020 would be unable to take place as planned.

Organisers have now announced that this year's power exhibition and conference will instead offer the power electronics community a digital alternative; with digital formats currently being developed with which exhibitors and speakers can exchange views on product innovations and the latest research topics with visitors and participants virtually. This will also include an online conference with live and on-demand solutions for interactive presentations.

Although further details are yet to be confirmed, we can assume PCIM will implement a similar format to the PowerUP Virtual expo.

Taking place from 7th-8th July 2020, this digital alternative seems like the next best step to still allow exhibitors and visitors the opportunity to exchange knowledge and insight; and we look forward to hearing feedback on what visitors and exhibitors thought of this approach.


DFA Media Introduces Re-direction Service for Home Addresses

DFA Media has introduced a re-direction service for its publications, offering the opportunity for readers to have their monthly copy re-directed temporarily to their home address. The opportunity to receive a digital copy is also available and the request can be submitted here. 

We've recently heard about the problem of magazines getting to readers due to the global effects of COVID-19; so it's great to see publishing houses adapt to the current climate and provide readers with options to still receive the monthly copies of their magazines.

Readers can follow the instructions below to take advantage of the re-direction service, or visit a DFA Media publication website to find out more:

Setup delivery to your home address:

  1. Visit: and login
o    Your login will be your email address.

o    If you have forgotten your password you can click
'Forgot Password?' on the login page to reset it.

  1. Click on 'My Delivery Address'.
  2. Answer 'No' to the question "Are all of these details correct?".
  3. Answer 'I want this delivered to my home address'
    to the question "Why is your address not correct?".
  4. Enter your new delivery address, and save at the bottom.

Elektronik Welcomes Birgit Fischer to Sales Team

Elektronik has welcomed a new member, as Birgit Fischer joins the Elektronik sales team. Birgit replaces Jeanette Rober who left the publication back in December 2019.

We wish Birgit the best of luck in her new role!



Entries Now Open for British Engineering Excellence Awards 2020

Entries are now open for the British Engineering Excellence Awards (BEEAs) 2020. Taking place on Friday 23rd October at the prestigious Landmark Hotel, London, this year's event features a total of 11 categories to enter, with winners also being entered into the 2020 Grand Prix award.

The BEEAs, now in their 11th year, provide the industry with an opportunity to showcase and celebrate the most innovative design engineers in the UK. Entries for the awards are free, and companies are able to enter as many categories and products as they wish.

Here at Napier, as always we support any awards that celebrate the hard-workers in the industry, and we wish the best of luck to all entrants!

To find out more about the categories and how you can enter, please click here.

Alix Paultre Moves to Evaluation Engineering

Congratulations to Alix Paultre who has recently announced his move from Embedded Computing Design to Editor of Evaluation Engineering at Endeavor Business Media.

We wish him the best of luck in his new role!

6 Tips for Improving your Email Marketing Campaigns

Whether you’re already an expert in email marketing or starting out new, your goals should be the same; to send effective emails that will engage your prospects or retain customers, which in turn will you help increase your sales.

As email marketing remains one of the most effective ways of reaching your prospects and customers, in this blog, we explore 6 ways you can improve your email marketing campaigns to enhance performance and keep your readers engaged.

Share content in a scannable and digestible way

It’s important to remember that your readers are busy and will often only skim read emails. This is why it’s vital to ensure that your email is written in a user-friendly way that is easy to digest.

Remember you only have a few seconds to make an impression, so create an email that has captivating headlines and use bullet points and headings to break up your content into sections. To ensure you grab your reader’s attention, keep your messaging short, succinct and to the point, so readers can understand the highlights of your email clearly.

Send emails at the right time

One of the best ways to improve the performance of your email campaigns and increase conversions is by ensuring that you are sending emails at the right time.

According to GetResponse there are two time slots in the B2B industry you should be aiming for in order to get the best email open rates and click-through rates (CTR).  This includes 9-11am and 3-5pm. However, it’s important to remember that the optimal time for email sends will alter slightly per sector due to customer preferences. To ensure you understand which time is optimal for your readers, your company should be tracking results from every email campaign. This data will be vital in understanding when you should send your emails in the future.

Use welcome emails to build strong relationships

Welcome emails are a key part of building strong relationships with your contacts and is arguably one of the most effective emails you can send.

Recent data has revealed that welcome emails have seen a staggering open rate of above 80%, with a click-through rate of around 22-25%.

A welcome email reassures your new lead that the signup has worked and that their content is on the way. A brilliant benefit of using email marketing within your marketing automation platform means companies now have the option to automate emails for every piece of content when it is downloaded via a landing page.

By offering something valuable or exclusive in your welcome email, you create a connection with leads and open new doors to further conversations.

Only send emails that are valuable

Your emails should always contain content that is valuable to your reader. When setting up your email campaign, ask yourself, why would the audience benefit from reading this email? Why would they open it?

If you keep this in mind, you will create and offer content that you know is helpful, useful and beneficial to your readers. This approach will also ensure that your reader engages with your content, resulting in more click-throughs, conversions, and sales.

Don’t bombard your contacts

It’s essential to remember the saying ‘less is more’ when it comes to your email marketing campaigns.

Although it can be difficult to find a happy medium, sending your contacts too many emails will see your engagement rates fall.

Each sector will vary, but it’s important that companies find the balance between making an impact to your reader, but at the same time not bombarding their inbox, so they feel that they have no choice but to unsubscribe.

Track your data

Tracking your data is vital to understand what is and isn’t working within your email marketing campaigns.

The only way to improve your performance is to understand what was and what wasn’t successful, and which tactics got you this result

Tracking your data via platforms such as Google Analytics or via a marketing automation platform, allows you to view how your emails are driving traffic to your website, and how those visitors behave once they arrive on your site, which can influence how you market to these people in the future.


If you want to know more about how Napier helps clients with email marketing, check out our case studies here, or get in touch to find out how we can help you.


Elektronik Announce Changes to Editorial Calendar

Elektronik has announced changes to its editorial calendar due to the effects the coronavirus is having on delivery and production downtimes in Germany. As such, Elektronik has made the decision to combine and make changes to the chosen topics for specific issues. Key changes to the editorial calendar include:

  • Trade fair issue Hannover Messe new: Issue # 14 on 07.07. (Instead of # 8
    on 14.04.). The topics remain according to the media data and No. # 14 will be
    supplemented by a Hannover Messe focus
  • Business & Markets (B&M) # 2: Merger with B&M # 3, new: Smart Cities, Energy & Mobility, RD 20.04.
  • Fair edition PCIM remains issue # 9 on 28.04. with display at the fair. In addition, Elektronik # 15, RD 21.07. will be thematically re-orientated to the PCIM and will be displayed at the trade fair.
  • Automotive # 8: Merger with Automotive # 7, RD 30.6.
  • Business & Markets # 4: Merger with B&M # 8, Industrial & Embedded
    Vision RD 16.11.
  • Business & Markets # 5: Merger with B&M # 6, new: Smart Cities, Energy &
    Mobility, RD 20.04.

It’s not surprising in these difficult times that publishers are cutting back on their print publications. We think it’s important to remember that this is not an indication of any lack of influence for the publication. In reality, it’s likely that Elektronik and other publications will see far greater online traffic, and the reduction in print issues reflects both the challenges of getting publications printed as well as the move to more online consumption of news during isolation. For further information on these changes, please contact the editorial team via their website. 

PCIM Europe Exhibition and Conference Postponed

Mesago Messe Frankfurt GmbH has announced the postponement of this year's PCIM Europe Exhibition and Conference, due to the increased risk of covid-19 in Europe.

The event will now take place on the 28th-30th July 2020 at the Nuremberg Exhibition Centre.

Petra Haarburger, Managing Director of Mesago Messe Frankfurt GmbH commented "The dynamic developments around covid-19 in Europe require all exhibition organizers to continually assess the situation. We very much hope that we have acted in the interest of all parties involved with this postponement and that we can make a joint contribution to delaying the spread of covid-19 in Europe".

Here at Napier, we are not surprised to hear the news of Messe postponing PCIM, which joins a long list of events who have had no choice but to postpone or cancel in this unprecedented time. We are looking forward to hearing about what we are sure will be a successful event, when it is able to take place.

To find out more information on the event, please view the website here. 


EETech Announce Media Partnership with

EETech has announced a new partnership with the largest Chinese electrical engineering community, This move makes EETech the exclusive media partner to 21ic for North American and European companies seeking engagement with the Chinese market.

21ic currently provides valuable content across 15 industry verticals for the Chinese electrical engineering community, covering news products, applications, and trends.  With more than 1.1 million registered users and 12 million monthly page views, 21ic provides leading online resources for the EE community in China.

Adam LaBarbera, co-founder, and CEO of EETech commented “This partnership provides an incredible opportunity to expand our community of engineers and support a growing market. 21ic is the largest electronics website in China. Partnering to unify our audience and deliver meaningful content is the foundation for our continued growth as a key resource for the global engineering community.”

“This partnership enables EETech to provide greater support and a wider range of reliable, quality resources for our growing EE community,” added Bob Dumas, Vice President of Sales at EETech.

For more information on this partnership, please view EETech's website here. 

New Assistant Editor at IML Group

Congratulations to Sophia Bell who is the latest addition to the IML Group,  joining the team as Assitant Editor for DPA, PBSI, and Connectivity.

Sophia joins the team as a Film and English Literature graduate from the University of East Anglia, and will be working closely with Paige West (Group editor) to develop content for the three publications.

We wish Sophia the best of luck in her new role!

Drives and Controls Exhibition Rescheduled

DFA Media, organiser of the Drives & Controls Exhibition and its co-located events, has announced that that the show will be postponed and rescheduled for 25th-27th January 2021, and will take place alongside the MACH Exhibition at the NEC, Birmingham in Halls 9 and 10.

This decision means that the following co-located events have also been postponed:

• Drives & Controls
• Fluid Power & Systems
• Air-Tech
• Plant & Asset Management
• Smart Industry Expo

Although the decision to postpone was inevitable with the risk of the coronavirus. We are pleased that DFA Media has made the decision to postpone rather than cancel the event, as the revised date allows organisers to provide clarity and ensures that they have time and space to deliver the same high-quality event as promised, providing a safe and secure environment for the manufacturing sector.

Napier Feature in The B2B Marketing Agencies Benchmarking Report 2020

Napier was recently invited to participate in the B2B Marketing Agencies Benchmarking report 2020, and we were delighted to see that this year we have moved up in the league table!

Here at Napier, we take the approach that size isn't everything, and we are focussed on pitching our business to the right type of clients, where we know our knowledge and deep insight of the market will help our clients' campaigns achieve maximum impact. It's great to see that this approach has resulted in us ranking higher in the league table.

Managing Director Mike Maynard, was also invited to write a feature for this year's report, where he discusses what agencies need to do to avoid clients taking their work in-house. To read the feature for yourself, get in touch with us for a copy of the interview, or click here to get your own copy of the full report from the B2B Marketing Magazine... Don't miss us we're on page 56!

New UK Embedded Show Announced for 2020

Hitex UK has announced the launch of a new UK-based Embedded Show for 2020. UK Embedded will take place on the 14th May at The Windmill Village Best Western Plus in Coventry; and is aimed at the entire embedded marketplace, inviting the close-knit community of Embedded professionals and engineers, to come together and explore new ideas and technological advances.

The event will feature a strong conference agenda and will be supported with an exhibition, workshops, and training in response to engineers requiring time away from the office to be productive and application-led, not sales-led. Confirmed speakers already include Green Hills Software, LDRA, Pebble Bay and Feabhas. The exhibitor list is also growing rapidly, with confirmed names including Infineon, DCA, Anglia, ST, Renesas, LDRA and Thingstream, plus a healthy pipeline of others coming on board.

“This is a fantastic addition to our smaller, user-group events which Hitex has become well-known for hosting”, said Tanya Jane, Marketing Manager at Hitex. “There are a few large “expo” style events and many smaller one-day technical conferences. The gap between these micro-events and the larger-sized events is wide and has created an opportunity to plug a gap, which I believe we will achieve with this event.”

UK Embedded offers something for all engineers at different levels of experience; including junior engineers in their first roles, senior engineers exploring new boundaries, project managers, developers, and designers. The conference and exhibition are free to attend, with a nominal charge being made to secure places on the training workshops.

At Napier, we think it's great that Hitex UK is launching a show to keep innovation a priority in the UK. With some great speakers already confirmed, we look forward to hearing all about the event and the great feedback we are sure it will receive.

To learn how you can take part, or attend UK Embedded, please visit the UK Embedded website. 

AV ELETTRONICA Announces Changes with New Independent Publisher

AV ELETTRONICA has revealed changes to its magazine for 2020, announcing new ownership by an independent publisher, who will relaunch the magazine with innovation in mind, and will design the magazine to offer information and opinions in a higher level for professionals in the electronics market.

The publication will now feature an improved structure and will include new elements such as  'sections' that include interview articles with honorary characters on the international scene from leading organizations. As well as 'columns' which enable readers to focus on the primary ideas dealing with topics of recent hours, new scenarios, major events and news coming from suppliers.

With 4,000 copies for each issue, AV ELETTRONICA will be a bi-monthly magazine, and will also be available in a digital format.

At Napier, we are really pleased to see someone new take on the publication and place their focus on it; and we look forward to seeing more creativity and innovation from the AV ELETTRONICA team.

Semtech's Lauren Roady - Marketing Expert Interview

Lauren Roady, Digital Corporate Marketing Manager at Semtech, is the latest marketer to take part in our marketing expert interview series. From Lauren's top tips for marketing automation campaigns to her view on the 3 biggest marketing challenges, we asked Lauren a variety of questions to learn everything we could about our latest marketing expert.

In which marketing activities do you specialise?

I’ve had the great opportunity to support everything from event marketing to sales enablement in my career so far, but I’ve found my happy place in digital marketing analytics. Digital marketing itself is an enormous landscape, so “specialty” is probably a misnomer. There are so many hats to wear in this field, every day brings a new challenge, plus the standards and toolsets are constantly changing. I’m a content creator, UX designer and statistician rolled into one. In school, I excelled at math and statistics, and love a good Pivot table, so the data analytics that come with digital marketing are like a warm cup of tea for me. You see a lot from this behind-the-scenes position in an organization; people outside of marketing communications have no idea the amount of elbow grease that can go into a single campaign. It’s rewarding to be able to measure the results and celebrate with the hard-working team that made it happen.

How did you get to this point in your career? Was it planned, or did you just take opportunities when they appeared?

In college I studied graphic communication with an emphasis in print and image management, earning B.S. from California Polytechnic State University San Luis Obispo, one of the few graphic communication programs in the U.S. I love print because it is a fantastic intersection of design and technology. There’s an amazing world of engineering and science behind those tiny little dots on paper that make a printed image. From packaging to signage, print is all around us every day. While I didn’t choose to make a career out of printing, that knowledge is advantageous in marketing communications where we are constantly using imagery and visual experience to communicate or enhance our message.

By sheer luck, I’ve had the great opportunity to contribute to high growth businesses in earlier roles in my career. In a previous role, I rocketed from the first marketing professional on payroll to the manager of a department covering complete in-house services for multiple business units in just a few short years. That level of exposure to continuous challenges and growing responsibilities gave me the opportunity to sample from every specialty within marketing communications. That experience wearing many hats in a high growth organization gave me the flexibility to pursue a more specialized role in digital marketing.

What are your top tips for a great marketing automation campaign?

  1. Set it but do not forget it. Messaging changes, market maturity evolves and new content is constantly becoming available. Drip campaigns should be revisited on a regular basis just to refresh content alone. Performance metrics should also be reviewed to optimize deliverability and engagement.
  2. B2B can learn a lot from B2C. Every morning I open my personal email and delight in the clever campaigns that consumer brands are running to get my attention. It’s inspiring and challenges my paradigm in B2B. Though the sales and buying process for B2B and B2C are starkly different, people are still people and principles of brand awareness and thought leadership still apply when influencing prospects.

What have been the biggest changes to B2B marketing in the last 3 years?

The bar is continuously rising on best practices. By my observation, personalization was the golden ticket in the Tenties (2010-2019). But now segmentation and personalization are a bare minimum, and new privacy laws rolled out in recent years (GDPR, CCPA) make leveraging personally identifying data a delicate dance to maintain consumer trust.

The vast amount of tools in the market have also been game-changing. What sets “good” marketing apart is not just a clever marketer any longer, but the variety and complexity of tools at his or her disposal. The IBM Marketing Trends report, which I adore, coined the term “martecheter” in its 2019 issue. A martecheter is a technically savvy marketer, and IBM states this is one of the greatest marketing advantages.

What do you think will be the biggest change in the way you approach your campaigns in the next 3 years?

It’s very easy to stay siloed in a warm a cozy marketing communication bubble and get lost in the metrics of digital marketing. The challenge for professionals in my role is to come up for air and get a reality check by aligning with sales and business development, to more effectively fill the lead funnel.

In the martech world, I am very interested to see how artificial intelligence will be further applied to everyday marketing tools. Advancements in natural language processing and search sentiment, for example, will be interesting to watch.

What are your 3 biggest marketing challenges?

  1. Demonstrating return on investment. Marketers create so many touchpoints for a brand, many of those offline or outside of our marketing automation platforms, making it difficult to attribute campaign efforts to revenues.
  2. Sales and marketing alignment. Has a B2B marketer ever answered this question without mentioning sales and marketing alignment? This is a classic challenge, particularly for corporate marketing where long term thought leadership and awareness objectives are often prioritized over near term sales conversion objectives.
  3. Balancing experimentation with known formulas for success. Trying a new strategy, tool or process can often be disruptive, but well worth the temporary discomfort. Making mental space for experimentation is hard, but necessary in order to evolve and deliver new value to our customers.

Tell us about the best campaign you have ever run.

Sometimes the most outstanding campaigns can be shockingly simple. At Semtech we launched a campaign offering side by side comparison of two connectivity platforms for the Internet of Things (IoT). Campaign elements included a gated infographic, blog, and week-long social media campaign. The organic traffic and social engagement were so outstanding, we realized it would be a strong candidate for a pay per click (PPC) campaign. The content itself was simple and low budget to create. Years later, whenever this campaign is reshared on social media, it’s almost as powerful as the first time. The key to success with this campaign was simply the buzzworthiness of the keywords.

Which campaign didn’t work well, but taught you a lot?

Early in my career, I made the mistake of allowing too much human error to influence campaign reporting. I’ve learned that unless you’re using technology and automation to measure a result, you should expect nothing, and certainly should not rely on manually collected or subjective data. It’s humbling when a campaign fails because it reminds me that my preconceived notions or opinions are nice, but what really matters is the data. I keep my favorite quote written on my office whiteboard:  “Without data, you’re just another person with an opinion.” - quality guru W. Edwards Deming

If there was one thing you could change about marketing automation systems, what would it be?

I’m quite pleased with some of the new features I see being rolled out around AI. For example, when an email campaign has an above average unsubscribe rate, I like it when my marketing automation system proactively points that out for me and tells me what I could do to improve in the future. There are seemingly endless metrics for me to track, so when a system is smart enough to flag anomalies and bring them to my attention, and then go the extra mile to tell me what to do about it, that system becomes more than a tool, it becomes a critical asset. Analysis paralysis is a real problem in digital marketing, and AI can help direct my attention to where it will make the biggest impact.

If you could get more marketing budget, what would you spend it on?

Data integration and sanitation. The volume and variety of data within an organization and its tools (plus external resources) are so powerful. Harnessing all that data, ensuring it’s clean and reliable, and turning it into actionable insights is the stuff marketers dreams are made of.

And a little bit about you… What do you like to do in your spare time?

I live in beautiful Camarillo, California with my cattle dog and two cats. I enjoy road trips and hikes with my dog, cooking for my family, and reading my way through the public library. In a never-ending pursuit of craftiness, I am teaching myself to sew in 2020.

What career would you have chosen if you couldn’t work in marketing?

I’d probably try to find some way to make a full-time career out of writing Yelp reviews. I love giving feedback, and appreciate when others leave thoughtful, objective reviews for me to read when evaluating destinations, dining, entertainment, etc.

If you had three wishes from a genie, what would you ask for?

  1. Apparition (a la Harry Potter) – it’s 2020, why are we still wasting time on long plane rides and sitting in traffic?
  2. Three more hours per day (one uninterrupted work hour, one for personal life, one for sleep)
  3. A real-world Ctrl+Z button (with unlimited use, of course)


Napier Joins Eurocom Worldwide as UK Member

We are delighted to share the news that Napier has joined Eurocom Worldwide, the global PR Network for B2B and Technology.

Napier joins the Eurocom network as the UK member, joining 26 PR and marketing communications agencies in 40 offices, covering 70 countries across all five continents. Similar to Napier, all agency members specialise in B2B with a focus on key technology, industrial and commercial sectors.

“The UK has historically been a key market for our global network”, commented Robin Baker, Chairman of Eurocom Worldwide. “After our former long-term UK member was acquired, we have been screening the UK market for an agency with a similar DNA to our members – and the result could not be better. We’re delighted to welcome on board Mike and the Napier team!”

As we head further into 2020, we are excited about the future as part of the Eurocom network. As a UK member, we now have the opportunity to partner with like-minded agencies all over the world who share our dedication for the B2B and technology sectors, and who thoroughly understand our business approach.

Mike, Managing Director at Napier commented “Napier now has access to a rich pool of partners who can likewise refer to us business as well as support our UK clients abroad. With the first Eurocom conference due to take place in March, I am looking forward to building relationships, and getting stuck in as part of the network”.

Vicor and Napier Awarded Online Banner Marketing Excellence Certificate by Electronics Weekly

We were delighted to be recognized by Electronics Weekly, alongside our client Vicor, who presented us with a certificate of excellence for online banner marketing 2019.

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

We would like to congratulate Vicor on this fantastic result!



EETech Media Relaunch EE Power

EETech Media has announced the relaunch of its EE Power site, offering visitors access to new features and content.

As a leading online source for power electronics product news and industry announcements, EE Power's new site introduces a wide range of both practical and aesthetic changes for visitors to enjoy. This includes a new bookmarking system that allows users to save articles and add favourites to their personal collection, as well as several new content categories to aid in improved, user-friendly site navigation.

EETech Director of Digital Content Kate Smith commented, "EE Power is a growing community where power experts can interact with their peers and contribute to trending conversations. With this relaunch, we hope to show our dedication to the EE Power community with our investment in the brand.”

The site will also feature a brand-new technical forum, alongside new tools and calculators, to help drive user collaboration, connect readers, and guide the evolution of EE Power’s content, whilst also helping engineers further their education and knowledge of power engineering.

“This updated version of EE Power will help users from young power engineers to industry leaders, connect and continue learning about the exceptional power content they have come to expect from our site,” EE Power Editor Hailey Stewart said.

For further information, and to view the new features and content yourself, please click here.