EETech Media Releases Electrical Engineering Study

EETech Media has released an Electrical Engineering Study, which provides insights into how engineers behave during the design process, as well as the challenges engineers find to be the most pressing, and how they view open source solutions.

Based on research conducted across the past four years, in partnership with Wilson Research Group, the report analyzes data from industry professionals around the world.  Key questions that are addressed include:

  • What skills do Electrical Engineers want to pursue?
  • What types of content do they turn to for information during the design process
  • How has COVID-19 affected engineers and their companies
  • What emerging types of content do engineers prefer when learning about our industry

At Napier, we are always interested when a new report is released, especially when it's one that provides some critical insights on the inner thinkings of engineers. With the aim to help the industry understand the information needs of the engineering audience, this report provides some fantastic insights into relevant and timely topics such as COVID, to assist companies with their marketing plans in 2021.

To find out more about what the research has revealed, please sign up for the on-demand webinar by EETech, by clicking here. 

Editorial Changes at Electrical Engineering Magazine

Niamh Marriott has been named as the new Editor at Electrical Engineering magazine, replacing Carly Wills who is now Editor at Electrical Contracting News.

This move means Niamh is now Editor at the Electrical Engineering, Converter and Components in Electronics publications.

We wish both Niamh and Carly the best of luck in their new roles.

Hardware Pioneers Max 2021 Postponed to September

Hardware Pioneers Max 2021 has been postponed to 23rd September 2021, due to the COVID-19 pandemic.

Aimed at connecting technology and service providers operating in the IoT development sector, the event was due to take place on the 3rd June 2021 at the Business Design Centre in London.

Due to the roadmap of restrictions being lifted in the UK, the new date should allow technical decision-makers and entrepreneurs working in IoT to network and attend the event in person.

With more details due to be released shortly, we will look forward to seeing the return of 'physical' events, and the response from the industry.

For more information on the event and how you can attend, please click here.  

New Virtual Show EDS Reconnect Announced

EDS Reconnect is a brand new virtual experience for the engineering design sector. Taking place across two days from 31st March-1st April 2021, the event will feature a series of keynotes, case-study led presentations and interactive panel sessions, which will address the key challenges and opportunities facing the UK engineering sector in 2021.

The event provides several networking opportunities, with visitors able to book meetings directly with suppliers and speakers, as well as visit virtual booths. With over 30 keynotes, panel sessions and presentations planned, key expert-led talks include 'Driving energy efficiency and lower EMI in industry 4.0' and 'Getting the Smart stuff wrong when creating innovative products.'

It's great to see EDS Reconnect provide a virtual platform for engineers and professionals to be educated on the latest within the engineering design sector. With no clear future on when physical events will return, virtual experiences are becoming more crucial to ensuring that the industry still has the opportunity to network outside of the traditional exhibitions.

Napier Celebrates Over 10 Years as PRCA CMS Agency Member

We were delighted to be recognised as a member of an elite group of agencies within PRCA, receiving the CMS Gold logo as recognition of Napier holding the PRCA Communication Management Standard (CMS) accreditation for more than ten years.

As part of the #HireaPRCAmember campaign, Mike, Managing Director at Napier has shared his view on the importance of ethical practice, and why holding a CMS accreditation is so important to Napier via a short interview on the PRCA website.

The CMS is a challenging audit of our processes and procedures and is a fantastic way for our hard work to be recognized. As a reflection of our team’s commitment to quality and continuous improvement, the CMS Gold logo highlights the great processes and systems we have in place at Napier. Congratulations – and thanks – to the whole Napier team!

Electronic Specifier Launches New 'Women in Technology' Website Category

Electronic Specifier has announced the release of its brand new website category Women in Technology, which was launched to mark the celebration of International Women's Day (IWD) 2021.

The 'Women in Tech' section aims to educate readers and highlight the fantastic achievements women have accomplished in tech. With stories including interviews with influential women from the industry, the section follows the IWD 2021 theme of 'Choose to Challenge', where we can all choose to challenge and call gender bias inequality while choosing to seek out and celebrate women's achievements.

Here at Napier, we were delighted to hear about Electronic Specifier's new website category, and see stories that raise the profile of women in engineering. We look forward to reading more articles that highlight the achievements of women in the industry.

Elettronica TECH and The IoT Radar Join Forces for New Video Channel

The Italian web community Elettronica TECH has announced a new publishing partnership with Wisse Hettinga, producer of The IoT Radar, an independent video production company with a strong focus on the Internet of Things and related technologies such as Edge Computing, Machine Learning and Artificial Intelligence.

Consisting of a series of weekly video interviews, The IoT Radar is hosted on the Elettronica TECH website, with the aim of informing and engaging electronics engineers, and hardware and software developers. With videos no longer than five minutes per interview, the series provides 'first-hand' information to help professionals in the IoT ecosystem from design, production and integration through to research, and educational companies and publishers.

It's always interesting when a publication takes a unique approach when interacting with their readers, and here at Napier, we think its great to see Elettronica TECH use The IoT Radar to educate and inform their readers.

To find out more about The IoT Radar series, and to watch the interviews that are already live, please click here. 

Electronics Weekly Releases Advertising in a Crisis Whitepaper

Electronics Weekly has released an 'Advertising in Crisis' whitepaper which focusses on understanding whether advertising in a crisis is truly worthwhile. The whitepaper explores the impact on both immediate and longer-term companies' decisions to either cut, freeze or increase their marketing spend due to the COVID-19 pandemic in 2020, by analysing the performance of campaigns across numerous sectors.

The analysis provides some interesting results, finding that there was a significant impact on website performance when reducing marketing spend, as 'company A' chose to cut their advertising spend by 90% for the rest of the year. This resulted in seeing the number of total users being 84% less than in 2020 compared to 2019.

When comparing company A to company B, which chose not to reduce their advertising spend, Electronics Weekly has found that company B increased its market share in 2020; and whilst company A retained just over 16% market share, Company B soared over 80%.

The whitepaper reveals some intriguing results, presenting a clear correlation between reducing marketing spend and seeing an immediate impact on results. It's also interesting to see that the decision to reduce marketing spend can actually provide competitors with an advantage, which is why its vital to maintain momentum and visibility even during a crisis.

To read the full report for yourself, please click here. 


WEKA FACHMEDIEN Announces New Cluster Strategy and Structure

WEKA FACHMEDIEN has shared details of its new cluster strategy, which focuses on targeting specific market segments, with electronics, ICT and Automation clusters. This focus has introduced a leaner organizational structure, with the aim to offer B2B market partners in the electronics, ICT, and automaton industries with 'One face to the customer'.

The ICT cluster strategy was successfully implemented in 2019 with the sales team headed by Eric Weis, offering the relevant channels in the ICT business network with ICT CHANNEL, funkschau, LANline and Smarthouse Pro.  Stefan Adelmann has taken over the position of Director Content ICT, whilst Dr Jörg Schröper continues as Editor-in-Chief of LANline, driving digital formats and events such as Tech Forums and Datacenter Symposia.

The newly created Electronics cluster has Christian Stadler leading the sales team as Sales Director, reporting directly to Marc Adelberg, Director of New Business. This move now means advertisers and industry partners can reach the readers and users of Markt&Technik, Elektronik, DESIGN&ELEKTRONIK, Elektronik automotive, medical design, SmarterWorld and the business network with their market communications via just one contact. In this new organizational structure, the core teams consist of Editor-In-Chief and Managing Editor, with Joachim Kroll taking on the role of Editor-in-Chief of Elektronik and Elektronik automotive, in addition to heading DESIGN&ELEKTRONIK; whilst the new position of Director of Content Electronics will be held by Dr. Ingo Kuss, who will also continue as Editor-in-Chief of Markt&Technik.

In the Automation clutter, Tiffany Dinges takes the position of Sales Director, while Andrea Gillhuber will continue as Editor-in-Chief of Computer&AUTOMATION. The "One Face to the Customer" strategy provides advertisers and industry partners with quick access to contacts for print/e-paper, digital platforms, events and virtual exhibitions of the media brands.

We heard rumblings of several editorial layoffs at WEKA last month, and this move to a new structure means we have had to say goodbye to editors such as Frank Riemenschneider, Gerhard Stelzer, Manne Kreuzer and Hagen Lang. It will be interesting to see what further structure changes will be implemented across the WEKA GROUP moving forward and how this will affect the streamlining of any other editorial teams.

Publishing House Fiera Milano Media Acquired by the LSWR Group

Publishing House Fiera Milano Media has been acquired by the LSWR Group, an Italian leader in scientific and professional knowledge, through the Quine publishing house. 

Providing the latest updates and news for engineers, technologists, and IT specialists, the acquisition allows Quine to expand its range of information and professional training, due to Fiera Milano Media's speciality in technical publishing, B2B communication, managerial training, and digital services. The media house's publications in Industrial Automation, Mechanical, Electronics, and ICT sectors will all move to Quine from the 1st March 2020.

The acquisition of the Fiera Milano Media magazines further extends the LSWR Group's activities led by Giorgio Albonetti, which strengthens the group's leadership position in the engineering sector. Giorgio Albonetti, President of LSWR Group commented "The pandemic crisis has accelerated the transformation and evolution of professional skills. The report, 'Future of Jobs by the World Economic Forum' at the end of 2020 reveals that 50% of all employees will need to retrain by 2025 following an increase in technologies, the economic impact of the pandemic, and the increasing in automation. These are the reasons why we believe it is essential to increase training, updating, and quality professional information right away; we believe it is essential to increase our commitment to the evolution of people's professional skills. The skills and assets acquired by Fiera Milano Media help to consolidate Quine's role as a cultural reference in the field of new technologies and technical knowledge".

Marco Zani, CEO of Quine added "Quine constantly increases its commitment to training and communication in the professional field, also qualitatively, with this new acquisition. The portals and magazines expand the already rich offer provided by Quine with products in the Tech, Construction, industrial production, Ho.Re.Ca., and information and communication technologies; the goal is to continue the work done so far by offering increasingly useful and increasingly interesting content to effectively respond to the challenges that the pandemic crisis and digital transformation impose".

Here at Napier, we are always supportive of an acquisition, and we are looking forward to seeing the direction Quine will take the Fiera Milano Media publications in.



WEKA FACHMEDIEN Offers Reader Test Seal

WEKA FACHMEDIEN is offering companies an opportunity to go beyond classic advertising, with the chance to be awarded a 'test seal'.

The company and product are presented in detail via a product presentation and 'reader test' to an interactive target group and shared across all channels, to allow qualified readers and experts to provide an independent test result. The analysis will detail the testers' initial product impressions, and the test seal is rewarded to the company which was most liked by users, as detailed in the WEKA analysis report.

The product test report can be read on the WEKA FACHMEDIEN website when completed, and will also be shared via all channels.

We wish the best of luck to everyone taking part!


Bodo's Power Systems Reveals Virtual Roundtable for March

Bodo's Power Systems has announced a virtual roundtable on wide bandgap power semiconductors which will be held on March 31st 2021.

With wide bandgap power semiconductors, silicon carbide (SiC) and gallium nitride (GaN), finding their way into more applications, Bodo's magazine will host a 'Bodo's WBG Expert Talk", a virtual roundtable with experts on this topic.

Building on articles already published by Bodo, the event will provide readers with the opportunity to ask the experts questions, either via email in advance or through chat during the live session. Confirmed speakers include experts from companies such as Microchip, Infineon, ROHM, ST Microelectronics, United SiC, Efficient Power Conversion (EPC), and GaN Systems.

At Napier, we think its great to see that there will be such an informative session on this topic, and we look forward to hearing what we are sure will be fantastic feedback from the event.


PCIM Europe 2021 Confirmed as Digital Event

PCIM Europe has been confirmed as a digital event for 2021. Having originally been postponed to the late summer, organizers have now made the decision for the event to be fully digital, due to the ongoing challenges faced by the current pandemic, with the industry reluctant to commit to an on-site event.

PCIM Europe 'digital days' will take place in an online format, across five days from the 3rd-7th May 2021, and will offer suppliers and users the opportunity to expand their knowledge on key developments, and connect with other professionals.

In addition to exhibitor profiles, the conference program will provide a mix of live and on-demand presentations, followed by discussions with the speakers.

Although this is an unsurprising move from organisers, with the future of the pandemic still unclear, it's great to see that a virtual event will go ahead, especially considering that the first PCIM Digital Days last year, was very successful.

To find out more information on the event and how you can attend, please click here. 

A Napier Webinar: Landing Pages: The Good, the Bad and the Ugly


Here at Napier, we understand that landing pages are a key area of your marketing strategy. If your landing page is not optimised for success, your results can suffer.

Napier recently held a webinar 'Landing Pages: The Good, the Bad, the Ugly', which analyses the layout and content of landing pages used by a variety of B2B technology companies. We address:

  • Our honest opinion of good and bad landing pages
  • Factors that influence landing page performance
  • What makes a landing page generate leads
  • Tips, and tricks for easy landing page fixes
  • How the best companies optimise landing pages

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: ‘Landing Pages: The Good, the Bad and the Ugly’ Transcript

Speakers: Mike Maynard

Good afternoon and welcome to our latest Napier webinar. In this webinar, we're going to look at landing pages, the good, the bad, and the ugly. And hopefully I've got everything set up. So it's all going to work now. Apologies for flicking backwards and forwards when we started to make sure all the the content was set up. So what are we going to do? Well, today, we're going to actually look at what makes a great landing page. So we're going to really try and understand not only what landing pages actually are and what their purpose is, but also how we need to make landing pages and what the industry thinks are basic rules of thumb to make good landing pages, we're going to look at what people do in terms of different landing pages. So we'll look at the automation industry, the software industry, will actually look at what some agencies are doing for their landing pages. And we'll also look at the experts, the people who run marketing automation platforms. And what we'll do is we'll try and have a look and work out what these guys are doing and what's good, and what's not. Or, in fact, what's the good, the bad and the ugly. And at the end of the webinar, we'll finish as we always do with five tips. So top five tips for landing page design, based upon, you know, partly best practice, but also a lot about what we've learned during the during the research we did prior to the webinar when we put together the content.

So we're gonna move on and start off by looking at what a landing page is. This is a Wikipedia definition of a landing page. And there's there's a lot to it. But basically, it comes down to what's highlighted in red. And so the first thing is a landing page is a single web page. I guess that's pretty much given away by the fact it's called a landing page. It is just a web page. But the key thing is, is the landing page display, directed sales copy, that's a logical extension of whatever is promoting that page. So an advertisement or search result or a link. And landing pages are generally used for lead generation. So these are the key things from what Wikipedia thinks is one page that fits within a campaign is a logical extension of whatever drives you to that page. And it should be used for lead generation. This is not necessarily what everybody believes in the landing page. And so we will see that the way some people use landing pages is slightly different. And we'll talk about whether that's the right or wrong way to do it in particular, how important it is to generate leads from a landing page. So we tried to do some research on what makes a great landing page. And lots of people on the internet have lots of very strong ideas about what works and what doesn't in landing pages. In fact, there were so many different ideas, we decided to pick out some of the more fun ones. So people recommended having the right sent to the landing page or the appropriate colours, or to include pain or to include pleasure. And these are all genuine recommendations from the web. And I think you know, the truth is, is that, as we'll see, there are some good practices that people should observe for landing pages, particularly when you're trying to focus on lead conversion.

But actually, ultimately, for all the advice on the internet, the great landing pages are the ones that work best. And there are two things really that landing pages need to do the first obviously, if their lead generation tool is to generate high quality leads, so landing pages should maximise the high quality leads. But also, and we'll look at this later on as we go through. Actually there is a real benefit in landing pages, minimising the number of people who register who aren't potential customers. So minimising the time wasters is a secondary thing, but actually, I think an increasingly important thing for great landing pages. And so I mean, in conclusion, you know, we've been out there we've looked at what all the experts say, whether they be marketing companies or marketing automation tools, vendors. And, you know, there are some general best principles, but few people agree on really what defines a great landing page. And so ultimately, we'd suggest that finding the pages that convert your audience, that's what really matters, and that's what is the most important thing for you and for anyone else building landing pages.

Those of you who are Napier clients, I know some Napier clients and some non-clients here, the Napier clients be familiar with our four step process. And our four step process actually works really well when it comes to looking at landing page development. So our four steps to determine focus, deliver and enhance, the first step determine is really to understand the situation. So what's the goal of the landing page? How does it fit into the campaign? What's it trying to achieve? And that's really important, because that then lets you set the metrics against which you're going to measure that landing page. The second step is focus. That's all about the audience and the messaging. So who are you targeting with the landing page? And then what are their motivations? What's driving them? To engage with you and download the content or fill in the form for whatever other reason? And particularly what stage of the customer journey are they likely to be in? Content offers and landing pages are very different for people who are existing customers, when compared with an audience that perhaps isn't familiar with your brand. So in that focus stage, really think about where the person might be in the customer journey. Delivery is obviously about creating the patient that's about following breast best practice. And what I'm trying to show you is that, you know, whilst there are people being very creative and putting a lot of effort into landing pages, actually, you can create fairly straightforward standard landing pages that are very effective without too much effort. And then the last stage in our four step process is enhance. And, you know, clearly, with landing pages, they are very measurable. So definitely measure test and test again, on those landing pages. It's important to remember, though, that, for a lot of b2b companies, the volumes are not huge.

So a lot of our clients are not looking to sell, you know, a vast number of products, as a consumer company would. So quite often, you'll find that the volume of people completing the form is fairly small. And that may not be enough to signify that any difference is statistically significant or not, I'm not going to go into the massive statistical significance. If you want to understand that a bit more, please play about with our tool we have on our website, which is an A B test tool. And it will actually tell you whether the difference is statistically significant or not. Basically, what that means is once it's statistically significant, the difference is probably due to performance actually being drift different, as opposed to just randomness of who goes to which page. And we see quite often people making decisions, when the sample sizes are so small, that actually it's far more likely to be randomness causing a difference in results, that a difference in performance. So, you know, please make sure you understand that when you do testing. And for this reason, we often see people doing different tests over a long period of time over several campaigns. So you may only be able to AB test one thing in each campaign you run, because you're focusing on high value, but relatively low volume form fills. So if you can keep learning from each campaign, the next campaign and the next campaign will be the best. So it's not necessarily keep testing and testing within one campaign, but across all of your campaigns. So this is really the way to approach it is to think about what we're doing today use this determine and focus stage to really understand what we need to do before we build the landing page and then test. From my point of view, where I see problems is where people think that it's all about design hacks, and it's all about using, you know, the right shade of red in the headline, it's not actually poorly planned campaigns will not really benefit from design hacks, they'll still perform poorly. And the only thing that is really going to work is planning the campaign well, and that needs you to think through the goals, the objectives and the audience and the messaging before you start building that landing page. So here's some ideas on what we think are great landing page designs. We've got eight points that we'd like to bring out. I think like everyone else on the internet, everybody's got their own views this is our view. And it's inevitably not that different from some of the other things you'll see. So the first thing and the most important thing is the landing page must fit the flow of the campaign. If you remember the Wikipedia definition, said that it should be related to the ad or the link that drove people to the landing page. This is crucially important and it is Incredibly often forgotten. So we'll see some landing pages today that really don't fit the flow.

The second thing is a great headline. And it's a great headline is one that resonates with your audience. It's interesting that HubSpot did some research A while ago. And they showed the single most important factor on a landing page, in terms of conversion was actually the name they gave to the content that they were offering. And that obviously is driven in the headline as well. So it's really important to make sure that the title of the content and the headline a really compelling clear layout is very important. It's generally a good idea to include bullet points to make it very easy for people to pick out the reasons why they need to download the content, or what they'll get from downloading the content. And typically, landing pages or standard are laid out in two columns, the left hand column, displaying, you know, what the content is about, and the right hand column being the form. And we'll see that used several times going forward this clear, simple, straightforward layout. And we can compare slightly different approaches from different companies. Calls to Action are very important on landing pages. And if we look at calls to action on landing pages, they really need to be calls to action. So don't be subtle or clever, you really need to very directly say, the reason why people need to download or why they need to fill in the form, and then drive them to do that. And we see people using calls to action very effectively in the headlines beneath the body copy above the form, and in particular on the form submission button as well. And here's a useful tip is on the form submission button, we always recommend highlighting what people are getting. So get my white paper now or download my white paper, rather than what they're doing submit my details. So if you emphasise what they're getting, that will typically increase the conversion rate, because psychologically, people are thinking about the benefit they get, rather than the cost in terms of the data they're giving up. The right copy is very important. And this just needs to be very clear and explain what the person will get for filling in the form. Make sure that copy is very direct. And don't make it too long, make sure it's concise. Shorter is always better on my landing page, the whole goal of the landing page is to get people to convert it is not to get people to spend hours reading detailed copy. So all the copies should be directed towards encouraging people to fill that form out. And as part of that, you really need this inescapable why and I guess this is what a lot of people call, you know, highlight the pain on landing pages. But hopefully the product or service that you're promoting through a landing page will actually have something that they solve. So a challenge or a problem that is going to be solved. So really making clear what the problem is and how you solve it. That inescapable Why is very important as part of that copy.

And we found that urgency definitely helps. And that can be as simple as download now or download today. But I think certainly, you know, what you don't want to do is have more laid back copy, it needs to be very enthusiastic copy. And it does need to say, you know, download now fill in the form now. And that, again, will increase landing page conversion rates. And then finally match the form fields to the offers. And this is a really interesting thing is that when we've looked at form fields, and how many fields are on that form, it's not always that shorter is better. And we've actually seen some landing pages convert better when we increase the number of fields. Now typically, most people particularly in b2b, have more fields than the visitor is prepared or keen to fill in. So typically, I would say reducing the number of fields, reducing the information is going to get better conversion rates. But sometimes when you offer a particularly high value piece of content, or you're offering something that's going to involve work, perhaps you're offering, you know, some sort of assessment or you know, an analytic tool for the customer, then actually then where the value is high. putting more formfields in can actually help increase the conversion rates. Because simply asking for an email when you're offering something of high value, it creates dissonance with the landing page visitor, whereas asking for details if you're clearly giving something of value It reinforces that value. And it seems to work. So really work on making the fields match the offer. And again, ultimately, the only way you can be sure about the right number of fields is by testing. So these are ideas that they are, I guess what you call hacks, as I referred to them earlier, so they don't compensate for poorly planned campaigns. So it's really important to make sure you do the planning. But all of these tips will help you. And we'll talk about some of these as we go through and look at different landing pages. So firstly, we need to find some landing pages to look at. And that's actually potentially quite challenging because most companies don't expose the landing pages that they use, they tend to only be accessible through campaigns. But they're fortunate there is an easy way to find landing pages. And that's by viewing Google ads. So here, people are paying ads and directing to a defined landing page that they've chosen. And so I think we can go and have a look and see what some companies are doing in terms of their landing pages for Google ads.

So the first search we did was looking for a 10 kilowatt variable frequency drive. So this is basically electronics that will power a motor. And a variable frequency drive is is an efficient way of doing that. And 10 kilowatts is a relatively low power level. So it's not a particularly difficult or unusual search, pretty common search and automation. And we produced a number of results when we ran the search. Obviously, if you've run any of these searches, now, you may see the same results, you may see slightly different ones. And this is why we've embedded it in the PowerPoint. So we've got the the pages we wanted to see. So if we look at this, there are four companies that appear at the top in the four potential ad spaces for variable speed drives. And so we're going to have a look and see which ones have the best landing page, what we'll do is we'll actually flip between the browser and the PowerPoint, so that you can see the landing page in full otherwise we'd have to truncate it on the presentation. So let's go have a look at who these four companies are and what they've done. So this is the first company, I'm not entirely sure how we pronounce it. But that is a Chinese company offering drives. And you can see, they've just routed to a product page. And this isn't great, because I'm left with a product page that I can scroll down, I'm not really sure even actually whether they make 10 kilowatt drives. I mean, I do know they make variable frequency drives, which is a start. But I don't know if they make the product I want and all the work is being left with me, I've got to do all the work to find out whether it's a Gd 20, or a Gd 350 that I really care about. And clearly, unless I'm experienced and know that different family names, none of these family names are really going to help me in terms of finding products.

And inverters UK do a similar thing. So perhaps a less attractive landing page. But here again, we see we've we've got a list of products. And we've got the opportunity to buy online or read more. I mean, unfortunately, with some of these products, we don't even know if the product is at 10 kilowatt drive. So we don't even know if it matches. So buying online is not going to be very helpful here. Because I'm not going to go and buy something, if I've got no idea whether it's the right product. And another company here on softstart, UK who are promoting Delta drives, they have an even more sparse product page. And this reading to product pages is quite common as a landing page. And generally speaking, it's a really bad idea. And you know, I have no idea where there are 200 or 2000, or as cp 2000. Drive is what I'm looking for. And it really doesn't help me it's putting all the work back onto me. And I'm very likely to move back and look for alternative suppliers that are easier to find. This is really not a great landing page again. However, not everybody routes to product pages. We actually have a company here KB who brought you to the homepage. And this is interesting because we've searched for variable speed drives a 10 kilowatt variable speed drive and variable speed drives don't actually appear on the landing page. So we go to their homepage, and we scroll down and it's going to tell me about their trade shows. But it's not actually She's going to tell me about their variable speed drives. So, again, not a great solution routing people to the homepage.

So let's summarise what we learnt here. So the product family landing page, so I'll call it, it's not really a landing page, it's a very lazy approach to doing things like Google ads, all you're doing is routing people to an existing page. And in this particular example, we've got a number of problems. So you know, there's a very weak headline, the layout is kind of confusing, there's an awful lot of links all over the place that I could click on. The copy is poor, it's not optimised for lead gen lead generation. And actually, if you look on the right hand side, I mean, the the hero banner primarily shows products that are not the product I want. And they do have a chat icon. So I mean, there's a potential there, I guess, to generate leads. The top thing is search your products. Well, I've already searched I mean, they should know what products I'm looking for, because they know what I searched. And then it's all down to me to try and understand which products and typically products are organised by product families. But the chances are, if I'm coming to the landing page from a Google ad, or from a LinkedIn ad, or some other web source, I probably am not an expert on the company, fact, I've probably got very little idea or awareness about the company, which is why they're running advertising. And so to then require me to navigate via a set of proprietary product family names is really hard work. And it's not a great way to great experience.

So it's not a great way to create a landing page. And the homepage is even less effective. As I said, it prevents presents content that is not related to our search. There's lots of distractions. And even if we click on the menu, and go and have a look at what they're good in Drive technology, even that doesn't tell me where whether or not they have a 10 kilowatt drive. So I have to start going in and looking and researching. It's, again, it's not a great solution. And it's a really bad experience for customers. So don't route people to the homepage. So we've given the world industry information quite a hard time over their landing pages. So perhaps we ought to either pick on another industry or find an industry that does it better. And so let's look at the software development industry. So static analysis is a general term for software that looks at code and tries to identify issues. We did try and search for a specific version of a static analysis tool. But actually, most of the time when we did that we were returned ads that weren't about static analysis tools. And this is very interesting, because we've actually seen some issues, even with this, these results here of poorly targeted ads. So I certainly think you know, one of the things we've learned is that software industry isn't very good at targeting. Anyway, let's have a quick look at some of the landing pages that we got from this search.

So the first landing page is a landing page here from synopsis. And it's an interesting landing page, I mentioned this two column layout, and you'll start seeing people use it in the software sector. So it appears that the software industry is a little more sophisticated. They are thinking about ways to drive leads and generate leads. And they have a landing page here with a form. That's, you know, using a pretty standard layout, it's a pretty ok, kind of landing page. The only problem is it doesn't really follow the flow. If you look at this, apparently synopsis is a leader for sassed, which is static application security testing, which is actually something that is slightly different from static analysis. So it's not quite the same tool as I was looking for. And it's also somewhat self centered in terms of a headline there. You'll also see there's a lot of different menu options here. If the goal is to get people to download the report, then why are you offering all these menu options, it makes no sense to do that. And it's just distracting from the the form, which is where you want people to concentrate. Parasoft is another company, again, similar layout. So we've got two columns here. Interestingly, they've used bullet points and made the bullet points very, very clear, which is generally a very effective way to increase conversion rates is to highlight what you get. And there's a couple of downsides to this page. I mean, the first is is the headline is anything but compelling. It doesn't actually even tell me What they're offering.

So there's a form, but it just tells me, you know that they make static code analysis tools. It doesn't tell me what it's offering, you have to read the text to do that. And you actually have to go and read the text on the form. And the other problem we see with this particular landing page is that were offered a white paper on how to choose a modern static analysis tool. But on the left hand side, the body copy that we have this paragraph of copy is all about how amazing parasoft is. And so again, in terms of that flow, I'm not sure I'm going to read how amazing parasoft is, and then believe they're offering me a truly independent white paper that that's going to help me choose the right tool, I'm just thinking, they're going to offer me a white paper that tells me choose parasoft, because that's the one we want to sell. And you'll see as a couple of extra foot film fields here. And so they're asking more information, which is likely to reduce the conversion rate, although phone numbers optional. And like synopsis, they've got a very clear message, download white paper on the button. Per force is another company, they're doing almost exactly the same offer as parasoft. So they're offering a white paper on how to choose the best static code analysis. But if you look at this, this is a little bit easier to read, it's a little bit nicer layout, don't have such a huge amount of body copy at the start. And they actually have more fields in their form. But I think this is, you know, possibly the best layout in terms of being something that's compelling and interesting. And again, of course, they're using the standard bullet points there in terms of making it clear as to why you need to download. There's nothing in the way of urgency here other than they've changed the download white paper to download now. So they've got a little bit of urgency with the other two didn't. But it's not really pushing and having clear calls to action. And then lastly, we've got a product here called sahi. Pro. I don't want to talk about this in too much detail. But they're offering a an option for a demo rather than downloading a white paper. So the question is, our people when they first discover your brand, likely to want to demo is the very first thing, or would they like something else? before that? So I don't know. I mean, these guys may be right. They may, they may be experts, but it feels a bit of a lazy landing page. In particular, they've got a completely useless form field here, which is your message. So this form you fill in to request a demo? I'm not sure what the message would be other than Can I have a demo, please. So we've got a completely pointless field in here that we really don't need. And I strongly recommend that they take it out. So let's have a look at a bit of a summary. And we'll also have another little dig at sorry, pro when we look at the the page in more detail.

So,again, we're trying to categorise these landing pages. And this is the independent report or White Paper Type landing page. And I think synopsis you know, did they do an okay job of it. It's not brilliant. It's not. It's not something that's compelling in terms of the offer. But the layouts clean, we could do with fewer menu options to distract us. And also, I guess the question is, you know whether this is the right thing for top of the funnel, and it may, it may well work for static analysis. I'm not sure. But often people want analyst reports once they've shortlisted companies, rather than right at the start. As I mentioned before, you know, unfortunately, it's actually about a slightly different topic, or a very specific form of static analysis. And this is an issue with some of the analyst reports. We see this with clients, where they've spent a lot of money on analysts reports. And I understand that, you know, these things are not cheap. They involve a lot of research, and they are really important to the company. But sometimes they get used a little too broadly. And it doesn't matter how compelling This is. If I want a static analysis tool to evaluate the code I've written for my automotive engine management system. I don't care about stuck in a static application security testing. It's not relevant to me because it's not security I want I'm looking for bugs. So they've pushed this white paper, in my mind to a little bit of a broad audience. And that's a mistake with landing pages is when you think you've got a great content offer. You try and offer it too widely, and then you don't fit that flow. You're not in the middle of the flow that really matters. The parasol font is similar, we're going to call it a white paper.

As I mentioned, you know, one of the issues here is the copy is not great. And the headlines not great, I think there's a lot they could do in terms of tidying up what they've written on the page, making it cleaner and clearer, and less of a marketing puff piece, and much more of a reason to fill in the form. Because ultimately, that's why they're running this campaign is to get people to fill the form. And the other thing as well we see with parasoft, is that parasoft have social media icons on their, on their landing page, I see this quite often, it's not uncommon. I always wonder why they're there. You know, I'm not sure anyone's going to tweet, hey, look, I've just clicked through on a parasoft Google ad, I think it's an unlikely thing to do. And I'm really not entirely sure whether they work or not. If they're rooting people to this page from other sources, maybe it would be more useful. But if you're looking at something that's purely driven by advertising, I'd probably remove those, because again, it's more distraction. And then finally, we've got the Asahi pro one, it's an interesting layout, it's still two cons, it's very broad, very wide. And the other thing as well is actually apart from very poor English in the copy. Once you've read the copy and understand what the product is, you actually work out it's not a static analysis tool. So one of the issues of offering something like a demo, is that if you get people requesting it, but you're not targeting the right audience, you could end up not only wasting their time, but wasting your time. So someone looking for a, you know, a C sought static analysis tool might end up arranging a demo with sorry, broke, because that's the only option they've got. And then very quickly, find in the demo, that they're wasting their time. And it's costing you as a company time to set that demo up. And it's also causing a really terrible experience for that user, who might well want test automation software in the future. But at the moment doesn't. So demos are very interesting and are used widely. And we'll see, particularly with some marketing automation tools, it's a very common offer. But equally, I think you have to be very careful that you don't make the big offer straightaway. Because although it's easy to pick on, you know, someone like sypro, who who've not targeted Well, it is actually very easy to find your ads, reaching an audience that's not quite the one you wanted. And you could end up with these spurious form fills. So that that's really where we are in terms of the software. And so what we'll do is we'll go on, and we'll have a look at marketing automation agencies. So we're not running any Google ads, I mean, but clearly, we're going to marketing automation agencies, these are the experts, these guys are going to be awesome. They gotta be awesome.

Although actually, you'll notice SharpSpring, which isn't a marketing automation agency, is running Google ads against marketing automation agency, which probably isn't great. And those guys should really know because their marketing automation company, and again, you know, maybe it works, maybe it's amazing, but my gut feel is almost certainly SharpSpring is probably not getting great results from this particular search. Because people don't want a platform, they've got to run themselves, they want an agency to do it for them. So these three ads, we're gonna look at two, we're gonna look at the the two agencies. And we won't look at the SharpSpring ad that's not related to agencies. So let's see how good the experts are. Interestingly, and none of these were set up, by the way, they all these searches were done, and put together based on some ideas that came to mind. I wasn't looking for things that didn't work. If I click through to protocol, they send me to their homepage.

These guys are the experts in marketing automation, and they send me to their homepage. And if you look at this, you know, it's not really what I want to see if I'm looking for a marketing automation. I mean, there's a special offer here how to unlock the potential of marketing automation. I don't actually want to unlock it. I want an agency to unlock that for me. And okay, as we scroll down, that there are more relevant calls to action. So here's a speak to a consultant today call to action. And we can scroll down and there's actually a free ebook about what is market automation. So they do have some offers that will route to landing pages that have forms and we can have a look at one of these forms now. By clicking on the E book, and you can see again, a slightly different version on what I call the industry standard sort of two column landing page with the pitch here, and then the form on the right. Interestingly, if you look on the right, they're only asking for first name and email address, which actually I think is very worth worth considering. Because these guys do understand about conversion. And they know when they get to the form, that you actually don't need to get everything first time. Once you've got that email address, you can keep communicating. And you can use progressive profiling, keep asking more questions, to understand more about that person. And interestingly, as well, they've got a download and read button here, really pushing the benefit, you're not just going to download an ebook, you're actually going to get to read it. So really highlighting the benefits side. The other agency that appeared on the Google Ads was a company called clevertouch. And interestingly, again, here, clevertouch don't actually read a specific landing page, they read the page that talks about their Marketo services. Now, the first thing I'd say is that Marketo isn't the only marketing automation system in the world. In fact, you know, the good news is, is SharpSpring told me that when I searched, but also obviously, there's HubSpot, and aliqua, and pardot. And all these other systems. So the first thing you're going to do is you're going to get people coming, looking for a martial Information Agency, that then get routed to a landing page that might immediately turn them off. And it's very interesting. So I think here, you know, clevertouch are being very clear. I mean, they're saying their market. So it's really clear right at the top. And they're prepared to pay for clicks from people who don't use Marketo. Because they clearly feel that marketing automation agency is the right search term for them. So they've, I think, almost deliberately got some dissonance here between the ads, and the search term. And then where they route people to, they do actually mention on the ad their market partner as well. And then if we scroll down the page, we can see that there's lots of different information. There's some social proof with some awards. And also some customers. And then as we get to the bottom, we have the form. And they have a fairly simple form here. And they're asking for a job title, company name. And they're also asking for phone number. So asking for quite a lot. So two very different approaches from agencies that are basically direct competitors. But overall, I didn't really see anything that was particularly different from the software, guys. I mean, you know, all the previous companies, so there was a homepage routing. And there was actually a product page. But what I'd like to see is, you know, really what marketing automation companies do.

So these guys have the best data, they have more data on what works and what doesn't. And they should really know. So we're going to have a look and see what's current best practices. So we did some searches. And one of the things we did was was Have a look at HubSpot very popular marketing automation system. I wonder what competitors say and one of the competitors a company called engagement. It's quite a small company relative to HubSpot. And they have a landing page that I found fascinating. If we look at clarity and compelling copy, they're very direct. It is the best HubSpot alternative apparently. And so they're making it clear what they're doing. Don't buy HubSpot by us. They're also highlighting the pain. And HubSpot has a reputation for being relatively expensive. And you can see here there's a very clear highlight of the difference between the HubSpot cost and the engage PayPal cost. So they are being very, very aggressive in terms of highlighting the pain and how they fix it. And they've also got some great bullet points here, you notice they don't have any body copy at all. It's some headings and bullets. And I think a lot of us marketers, we actually quite like writing we quite like the look of our own copy. And sometimes we should take a step back. This is really quite a compelling landing page. And then lastly, and they only asked for the email address, so they're not asking for anything else other than the email address. These guys know that with marketing automation. Once you have an email address, and you can engage with somebody, you can then start building the lies you don't have to get it all up front.

A similar approach is taken with a company called Active Campaign. Active Campaign, I basically routing to a landing page, very different copy. Again, they don't use bullet points, they just asked for your email address. And both of these are starting free trial. As I mentioned, this is very copy and marketing, very common in marketing automation. We can scroll down and see that they've got, you know, rankings from GT, which is a online ranking site. And then they've got lots of information here about the product. And when we get to the bottom again, we've again got a form. So they've got two forms on the page. And they're looking to get people to sign up and promote that is obviously targeted around getting as many leads as possible. But interestingly, you see, they're trying to ask the questions, answer the questions first. So there's quite a lot of information here. And actually, this may be might be an indication of a landing page where a company is trying not to overdo the, the number of leads and focus on people who really are genuinely interested.

So just to recap what we've seen there. And really, I mean, this is what we call the competitive landing page. So this is the HubSpot versus engaged Bay. And we think it's a great example of a good compelling landing page, where you're looking at comparing yourself against another vendor. The immediate trial, as I said, it's not unusual for software as a service, probably won't work in many other industries. So it's not necessarily something we recommend quite often with, you know, clients we're working with, they're offering, you know, b2b equipment, technical equipment, that can cost a huge amount of money. So free trial is not the way to go. It's much more about providing information. But because of free trial costs engaged by nothing, it clearly makes sense for them to do it. So we kind of dropped a hint on recent landing page trends. And it's interesting to see where some of the other marketing automation companies are going. And our opinion is, is that actually, they're really focused on high quality leads, they're not focused on quantity. And this is interesting, because pretty much all of these marketing automation platform companies, they produce platforms, that will give you pure conversion rate, you know, there were this many form fields for this many pages, and no indication of quality in the standard reporting. And so it's interesting, these guys have worked it out. But maybe they haven't quite fed that back into the tools. So what we're going to look at is look at a couple of, you know, longer content rich pages. And there'll be seen to be split into sections, you'll notice different calls to action, and actually different ways of achieving the call to action as well, that we'll talk about as we go through.

So this example here, which is Active Campaign is a good example, where each different section describes a little bit more about the products. So it's a good example of, of the sort of layout, but we see this with many other vendors. So here's another vendor. So Salesforce, and here you can see Salesforce, creating a landing page that's quite long, that's got a call to action at the top to watch a video, it's got information on Salesforce here, we've then got a guided tour offer, we've got more videos in the tour again. And then we've got to talk to the experts. And then we've got a free trial right at the bottom. So Salesforce have taken the view that actually if people get to the bottom, they're probably interested. And so they're probably at the point where I want to try and convert them to a free trial. But they don't want to do it at the top. So unlike Active Campaign, they're looking at a slightly different approach here. But you notice there's different ways to look at content. So you can view a video or you can talk to experts, or you can have a free trial. And that's mixed on the same page. Now, this is very interesting, because typically, you'll hear a rule saying don't mix calls to action, one call to action per page. But actually, all they're trying to do is get you to engage. And I think it's actually very much the same type of call to action. But for different formats, whether people want to see a video, or talk to a salesperson or try the product themselves. That's what they're offering. So it's the same offer, but for different ways for really to meet the needs of different people who could land on the page. HubSpot also do something similar. Now interestingly, HubSpot leave a few menu options at the top. So a limited number of menu options, not the full website menu. And I can tell you that you know, two years ago HubSpot was telling every agency to take out every menu option from the top it didn't work so they've done some testing and changed their mind. on that, but this is a another uncompetitive landing page. And interestingly here, they're pushing a demo. So we've got a button at the top to get a demo, we then got a button almost immediately get a demo in the middle, we then start talking about why, as we move on, there's a lot of copy here to work through. As we keep going lots of lots of copy, lots of information about the products, and eventually another call to action to get a demo. And clearly, this is, you know, looking to make sure people really understand what they're getting when they when they use HubSpot. And so that was the landing pages that we wanted to cover. I mean, I think it's interesting what we're seeing with some of these content, rich landing pages, they do require an awful lot of effort to create. And I would say that if you're not at the stage, where you're creating, you know, really solid two column, you know, landing pages, and you're targeting multiple landing pages, so that the content on the landing page matches what's driven the person for the landing page, don't try and get into building these content, rich landing pages, they're very time consuming, very expensive. And you're just going to struggle to build enough that work. You know, and HubSpot, literally, for example, has a landing page that looks at how they compare to competitors for all their different major competitors. So they've built multiple long landing pages that are just those competitive ones.

The one thing I would say about some of these longer landing pages, though, is that they're actually very good for SEO most landing pages are terrible for SEO, because we're not trying to put content in to make people read the copy, we're trying to put content in to make people download the form. And so they're not desperately engaging pages from Google's point of view, whereas these longer ones are. So there may be an opportunity to create some here. But as I say, you know, you have to get right. And these more complex landing pages require a lot of testing, because if you're not careful, all you do is you distract the person from the call to action, and you never get a conversion, it's much harder to get to get conversions from here, you've really got to design the page, right? So you need a volume of people coming to that page, and you need time to test it to make sure it works. So our recommendation initially is actually the standard two column for most clients, and for most campaigns, is probably the best and most effective way to create landing pages that will give you the best return on investment.

So what are our top five landing page tips? Well, tip one is to create custom landing pages, don't ever route people to your homepage or a product page, it just isn't a good experience, and create many different custom landing pages so that the experience is as smooth as possible, from whatever search or LinkedIn ad, or even link on your email that you've provided people. The second thing is get the targeting rights. And of course, you know, one of these landing pages I talked about that try and filter out the people who are not really interested, they're important if you've not got the targeting, right, if you have got the targeting perfect, and you're only attracting people or potential customers, just get them to fill the form. And straightaway, there's no need to do any more filtering. And I'd recommend being clear and very direct. And and you'll notice that you know, the people who are the experts, the market automation companies, they're not shy about being brave. They're not British when it comes to landing pages. So be very clear about what you're offering and why people should fill it in, and particularly on the calls to action. And we've talked about getting the why right, you know, and I think the engage Bay landing page where it really highlighted the issue of cost and limitations on HubSpot versus engage Bay. That was a pain point for a lot of companies. And they were very clear about how they solved it by charging a lower price.

So I think getting that pain point, right, the pain point for probably most of the people listening on the call today for everybody will not be price, it'll be something else, but understand what you're solving and make it really clear. And finally, don't ask for too much information. And if you look at the the forms that you get from the market information companies, you know, typically they're just asking for email because they know they can use the tool to then get the other information about that person. And there's also data enrichment tools you can use as well that you can generate information as well. So if you've got an email, you can sometimes look up you know, company name and things like that. And then finally, you know, the bonus tip and if you've sat with us through this whole webinar is probably a bit of a downer, but your audience is unique. Nobody's got the answers. We certainly don't have all the answers. So do test different approaches, I mean, follow best practice, but don't follow it to the point that you're not prepared to try different things. You know, some approaches will work with some audiences, and some will work with others. But, you know, it's really important to test and find out what works with you. And then finally, as a summary, you know, the landing pages take work, I mean, it really does take time to create these landing pages, particularly of creating a significant number. But if you're spending a lot of money driving traffic to your website, through ads, or through social or through email marketing, getting the landing page, right is really the key thing in terms of driving the number of leads you're gonna get. And so the payoff from getting the right landing pages is huge.

So thank you very much for listening. And I'm afraid I'm very aware that we've overrun our 45 minutes. So what I suggest I do is if anyone has any questions, please feel free to email me, Mike at Napier b2b dot com, all post in the chat. And what I do is I will make sure that I reply to everyone and cover all those questions by email. And so if you've posted in the chat, I will get back to you via email. So thank you very much. I really appreciate your time. And hopefully we can work together on landing pages. Welcomes New Editor

Last year, we shared the news of MachineBuilding.Net 's new ownership, and so we were delighted to receive an announcement from the MachineBuilding.Net's team who are welcoming Brian Wall as their new editor.

Known by many in the industrial sector, Brian began his career as a 'classically trained' journalist before moving into technical and engineering publishing. He has been an editor and feature writer across a number of leading titles including Transport Engineer, Engineering Designer (published on behalf of the Institution of Engineering Designers) and FAST Magazine.

With Google analytics revealing that visitor traffic at the website has more than doubled, and sales revenues having also leapt significantly since the acquisition, it's clear to see it's an exciting time for the publication, and we wish Brian the best of luck in his new role.


Handling and Storage Ceases Publishing

The Handling and Storage Publication in Madrid has announced the decision to cease publishing of the print magazine and associated news portal due to the retirement of long term Director Tomás B. Abascal.

Although we are always sad to see a publication close its doors, we wish Tomas the very best in his retirement.

Napier Named as 'Rising Star' by B2B Marketing and Shortlisted for Elektra Award

It's been a week filled with positive news here at Napier, and we are delighted to share that we have been named as a Rising Star agency in the B2B Marketing UK Agencies Benchmarking report 2021. Ranking as number three on the B2B Marketing UK 'Rising Stars' league table, we also appear in B2B Marketing's top UK agency list and in the fastest-growing 15 agencies.

We are also honoured to have been shortlisted twice for best campaign of the year at the Elektra Awards 2020, with our clients Vicor and Semtech.

It's great to have the hard work of the Napier team recognized and we would like to thank our clients for their continued support.

Electronic Specifier to Host 'The Electronics Industry, COVID, Brexit - what will 2021 Hold?' Webinar

Electronic Specifier has announced a new webinar titled 'The Electronics Industry, COVID, Brexit - what will 2021 hold?'. Due to be held on the 24th March 2021, 2pm GMT, the webinar addresses the unprecedented year we all faced in 2020 and will feature industry experts who will offer their perspective from three different areas of the industry. The experts will take a look back on the last year and how it affected the electronics industry, as well as providing insight into 2021 and what the future may hold. Speakers will include:

  • Adam Fletcher, Chairman of the Electronic Components Supply Network (ECSN) who will provide the perspective of the electronics industry as a whole.
  • Rob Rospedzihowski, President of Sales EMEA of Farnell an Avnet Company who will provide insight from the world of distribution.
  • Mark Davies, Global Head of Sales at Harwin who will provide the point of view of the manufacturer.

At Napier, we are looking forward to what will be a really interesting webinar, and what we are sure will reveal some fantastic perspectives into the current shape of the electronics industry.

To register for the webinar, please click here. 

The Energyst Launches Modern Fleet Publication

The Energyst publication has recently announced the launch of its new EV magazine, Modern Fleet.

With the EV market growing rapidly, Modern Fleet aims to address the issues businesses face in the energy management sphere. With a focus on targeting those responsible for managing fleet and energy infrastructure within an organisation, the publication addresses energy problems that were once a side issue for fleet managers, but which have now come to the fore due to the UK target to have Net Zero emissions by 2050.

The magazine is split into three core areas and covers:

  • The latest electric cars, and development in fuel cell vehicle technology
  • News on charging infrastructure, covering the latest charging kit, apps, maps and standardisation and battery management
  • Energy management including V2G, onsite generation, grid connection and hydrogen supply

At Napier, we are always delighted to receive an announcement of a new publication, and it's great to see that Modern Fleet will address relevant and important issues within the EV market.

To find out more information, and to read the first edition of the magazine, please click here. 

ASPENCORE Announces Next-Gen EV & AV Virtual Conference and Expo

ASPENCORE has announced the launch of a new virtual conference, with the 'Roadmap to Next-Gen EV & AV Virtual Conference and Expo' taking place from the 23rd-24th March 2021.

Hosted by EETimes, the virtual conference will provide keynotes, panels and lectures covering the pitfalls and challenges facing new vehicle designs, with the aim to provide vehicle designers with the building blocks to successfully develop power-efficient, advanced EVs with automated features.

The virtual conference will work in similar ways to a live exhibition, featuring a fairground, exhibition hall and conference area. The exhibition, which will feature virtual booths from leading automotive companies will be live from March 23rd at 13.00 CEST, with a live chat tool available to enable visitors to directly contact personnel at the booths.

The technical conference will focus on several topic-specific sessions and will include keynotes about major technical trends, market requirements, and new applications areas; as well as panel discussions with industry experts and technical presentations about products and solutions.

For more information on the speakers to expect, and how you can attend, please click here. 

Electronic Specifier's Podcast Continues to Grow

In May 2020, we reported on Electronic Specifier's new podcast series, which aimed to provide listeners with the latest updates and information about the current progress within the electronics industry, covering a wide range of content, including a look into the current technologies shaping the new world, and reviews from all the top electronics shows.

So we were delighted to hear that the ‘Electronic Specifier Insights’ series, is continuing to grow, with several new podcasts live, covering topics from the Women in Electronics community to the latest from Farnell.

At Napier, we think it's encouraging to see a podcast going from strength to strength, and with the UK still in lockdown, its great see Electronic Specifier continue to use its platform to provide readers and listeners with the latest updates.

Listeners can access the podcast via all major streaming services, or via their website.


SalesPOP Podcast Interview: How Account Based Marketing Helps Close Big Deals

The SalesPOP podcast hosted by John Golden, aims to educate listeners on the latest within B2B Marketing. As part of their expert insights series, they sat down with Mike, Managing Director at Napier, who discusses the benefits of ABM, and how it can help close sales. He also shares how to prepare for tackling and marketing to larger accounts, and the best ways to approach and implement ABM.

Listen to the full interview here, or via your favourite podcast app, and don’t hesitate to get in touch and let us know your thoughts.


A Napier Podcast: Interview with Joel Harrison - B2B Marketing

In our latest episode on Napier’s Marketing B2B Technology Podcast, we interview Joel Harrison, Editor-in-Chief, who shares the exciting news that B2B Marketing has launched Propolis, an exclusive new digital community for B2B marketers.

Find out more about Propolis as well as Joel's views on the future of publishing and how social media will develop for B2B marketers in the future, by listening to the episode here. 

To stay up to date when a new episode is live, click one of the below links to subscribe:

Transcript: Interview with Joel Harrison - B2B Marketing

Speakers: Mike Maynard, Joel Harrison

Mike: Thanks for listening to marketing b2b tech, the podcast from Napier, where you can find out what really works in b2b marketing today. Welcome to the latest edition of marketing b2b technology, the podcast from Napier. Today I've got john Harrison, from b2b marketing, who's talking about what b2b marketers need, and also how he's evolving the publication and developing some new features. So, without further ado, welcome to the podcast, Joel.

Joel: Thanks, Mike's lovely to be here. Thanks for inviting me.

Mike: Great. Well, I'm before we get into detail. I mean, can you just give some of the readers if they're not familiar with what you do a little bit about yourself, and also about the b2b marketing website?

Joel: Well, b2b marketing, I mean, it's one of those titles for an organisation that makes perfect sense when you publish a magazine because it obviously is your masthead. But then when you take it outside of that, it becomes a generic term. We've been we we launched in the early noughties in 2004, with the aim of recognising celebrating, promoting, encouraging the b2b marketing sector, which at that time, I can remember was seen as something of a sideshow and the kind of correlation to b2c marketing. And, you know, we believe that we're thrilled in that time, it's come on leaps and bounds and is really recognised as a proper series in its own right. And we flatter ourselves, we've been in no small part of that journey that the whole industry has been on. And we've been doing that, over that period by lots of different things. We've done it all around content and events. Initially, it was a magazine, and we've quickly got into events, what a great awards programme award ceremony, it's one of those nights, which is a bit like the 1960s. If you if you couldn't remember it, then you weren't really there. And we do lots of conferences for conferences here. We do training, we produce reports and do webinars podcasts of our own. And we've got a leaders programme where we, where we bring together CMOS marketing directors, heads of marketing, to talk about key issues in a safe space for a number of years. So lots of stuff all around helping marketers to be better and be more successful, more and more better connected around the world of b2b marketing. And, you know, it's kind of been doing it for, dare I say, pushing 20 years now terrifying. Very, very rewarding. I love the industry, it's a great place to work.

Mike: Fantastic. Now, it sounds like you've you've changed what you do quite a lot from you know, starting out, you know, I guess primary is magazine to, to where you are now and understand you're now actually no longer going to publish the magazine and building yourself much more around being an online community. Is that right?

Joel: Yeah, that's right. I mean, we're literally just taking this decision the last matter of weeks. We, you know, our leaders programme, as I said before, has been the core of the business for a while now. But we hadn't redeveloped it from the initial very much since we initially launched it, you know, a number of years back and we're publishing is going publishing is a retrospective term is moving towards online communities, we're seeing much, it's very much a trend happening across marketing as a whole. And it's a great way of actually just formalising we've always already done, if you ever been to our ignite event, all the b2b marketing awards, you know this, because it's a great meeting place for people that you bump into people that you haven't seen for years, and you make opportunities to connect with people that, you know, are going and so we've always provided that facilitation. But what zapnito, the platform building some will allow us to do is to make this to provide that and a whole different level, and provide that most informal stuff, but very formalised connectivity and learning and shared experiences, share perspectives, and producing a whole different type of content as well to feed into that via via this very, very powerful online platform. So we're really excited about it.

As a consequence of that, you know, the magazine is has been a great kind of centre, the business for a long time, information patterns have changed, consumption, people, how they consume information is different. And the media landscape is different. And, you know, the time has come to move on from it. And you know, I have I have a degree of kind of, it's sad, a sad day for me, at least because I've been there all the way through, and I've put my heart and soul into that product. But you know, when the businesses business and when the time comes to move on, you have to do that we are sentimental and look to the future. And that's what we're doing. And we're very excited about the future.

Mike: That sounds fantastic. I mean, how much of this is driven by the challenges of getting print advertising to fund the magazine compared with the opportunity to get online promotion or online income?

Joel: Well, I mean, to be honest with you, my print advertising hasn't funded the magazine for quite a long time. We know we've sold print advertising in it as mostly as part of larger deals, what are our business as a kind of lead generation in terms of kind of the media We sell meat lead generation has been where it's at for a number of years now. And so what typically people buy from us is, is lead generation services in the form of webinars or content creation or content dissemination, roundtables increasingly starting to increase the podcasts as well, that's more brand rather than leads. So the advertising in a magazine was the kind of the icing on the cake, which was inconsistent icing on a cake, if that's not stretching a metaphor. So you know, that that that that model role is has has gone a while ago, and needs to move at the times.

Mike: And that's interesting. So how are you finding the business? Now? I mean, I, one of the things that always amazed me was you were so successful in getting people to pay for subscriptions to access the premium content on the website, something I think a lot of publications that I speak to be marketers target, would love to be able to do. So can you let us into some secrets as to how you did that, and how else you're building your income?

Joel: Well, you know, the membership as, as was was both based around getting the magazine and getting the best content, which is the premium reports that we did, you know, and we weren't able to do that there were other people in the market, both marketing and other sectors that did similar things, and one that always needs to manage procurement leaders in the procurement space were very, very good at this kind of stuff. You know, when we launched, we weren't, we were launched into a market where they were 20 marketing magazine, and we knew that another control circulation magazine wasn't going to make it by itself. So we needed to do something different. And, you know, it was indicated, I think, because of how things have played out, I mean, you know, we've always had to be agile, and have always had to be flexible and responsive. And we had to pretend to not treat content like a commodity, and try and take the high ground, and you have to go to where people find the value. And I think there was a point where reports are very, very valuable. They provide great evidence and comparative information. But this is why we're going with community because that's it's that ability to connect with people in a in a safe space and to share experiences without being inappropriately sold to that is hugely valuable to people. Interesting.

Mike: Yeah. So are you going to keep with premium membership? Or is that something that's going away and you're becoming more of open access site?

Joel: Ah you did ask that I apologise, I didn't quite cover that in my previous response. I mean, a lot of our content has always been free. On the website, certainly, and we will our existing website, is we're going to revamp it, but it's going to remain fundamentally the same, you'll have to probably be registered to access a bit more of it, but it won't be paid for with the best stuff as as as the moment as is at the moment, we'll be back, we'll be on a separate platform. The platform was called propolis is launching on Monday, on Monday, the 18th of January, it will be you'll be able to see some of it from a taster of it on our main site, but the most of them were behind a paywall. And we're selling deals to people to access that now, and we are selling, it depends on where it's built for client side marketers, you know, agencies are off separate opportunities, more kind of sponsor orientated. And then there's because it's those if the client side community that were really set up to serve the core of those people. So yeah, it's, it's a, it's a different kind of model. But with what we're seeking to sell, now the benefit of the community is your allows you to sell a corporate subscription. So you're able to access this, the CMO, if there is a CMO, the organisation can access and communicate to the audience. And then you can also have different forums to access different levels. So if you're a head of content, for example, there's a place for you and if you're maybe marketing manager, there's more as a place for you as well. And it's geared around levels and also around kind of topic areas as well. So, and we'll be bringing hopefully bringing some of the event stuff in as well, where we kind of extend the life of our events over into those forums. So it's really exciting. And, yeah, it's gonna, it's really transforming us as a business

Mike: That sounds amazing. We're really looking forward to seeing it. Right. And I'm interested to know, you know, you're obviously right at the leading edge of some of the publications, business models. But also you have the challenge of understanding what the trends are in b2b marketing. I mean, can you talk a little bit about how you understand, you know, what people care about? And as you say, you particularly serve the client side, marketer, how do you understand, you know, what questions they're asking so you can provide the answers?

Joel: Well, it's a good, very good question. I mean, we're actually doing a piece of research just now, which we're hoping to launch the results of, very soon is called our annual trend tracker, where we basically ask people about a number of kind of marketing trends or topics and how they ask them to how they prioritise those things against each other. And that actually, that data, the survey just closed, I don't actually have the results. It'll be published in February, and it will be in part of our agency's benchmarking report, so you get to see it there. So that's one way we do it. The other way is more anecdotal. One of the things which we did when, when COVID hit, I took over responsibility for the roundtables we were doing. And actually, we'd had them physically and it was one of those. It's a classic example of how COVID has helped people to innovate and do things more effectively, digitally. And we move the roundtables from being physical things in our office to being digitally. And the response was just fantastic. You know, we got it was so welcome. The attendance went up dramatically, particularly in the early days. Because people we needed a support network, we needed to go to places where they could think of let off steam and, you know, see what other people were having the same problems they were. So talking to senior marketers on a either a group basis or a one to one basis and listening to people, I listened to a lot of conference sessions, because I host a lot conferences, you know, I get a sense of what's going on there.

And I, by the way, I don't want to be snobby about agencies, because, you know, agencies have supported us from the very earliest days, and continue to be key supporters and key components of the industry, absolutely fundamental clouds, the industry, I've got some very, very good friends that are working for b2b agencies that I've known all throughout the time we're doing and some some of them before. And I learned a lot from them. So it's really it's kind of like I see it, in some respects, my job, as editor in chief hasn't changed when, as a magazine editor, it's your job to take an aggregate to listen to disseminate the signal to listen to everything, and to to determine the kind of signal from the noise and understand where the trends are. And, you know, I think I'm reasonably good at. But you know, you have to play you have to try to watch out for your own biases, which is easier said than done sometimes.

Mike: Definitely, I think I'm interested. And I think a lot of people listen to podcasts be interested to know, you know, what do you think of the biggest things that marketers in the b2b space should be thinking about over the next year?

Joel: Well, I think we're still, obviously, very tragically, you know, the pandemic is, is by no means over and was gonna be with us for a long time. And I think that's continuing to shape things as they go, as we go. I think one of the most fascinating and I alluded to earlier on, you know, I think, the last couple of years, the penny dropped, the transformation was no longer an option. But perhaps the urgency thing hadn't come into play, which I think now everyone accepts that, there is no, there is no time we have to do, you cannot transform fast enough, really. So. And I think that's a great opportunity for marketers, and we've seen it so often, some of so many of our members have saying the things they've been able to do, they couldn't do before, because the crisis, frankly, is created an agenda for change and marketing, if played well on the front foot can do that. And agencies benefit from that as well. Because they can they can bring fresh thinking in and so so everyone, everyone benefit from it. And I think I know that, like a lot of your audience is the tech sector. I mean, it's it's fascinating to see, the tech sector seems largely affected by COVID. And which is extraordinary and brilliant news for b2b. So I think you're gonna see a lot more of that, I think you're going to see that they're kind of subject to sales enablement, has absolutely come to the fore, because it is, it's shifted, the balance of power between marketing and sales and marketing is sales are relying on marketing to help them engage with prospects and customers in a way they never have done before. They can't do physical meetings anymore, they need to know how to use content better, how to use digital events better. And so that's that's part of that's, again, accelerated this the kind of shift in power balance or, or greater equilibrium and alignment that probably wasn't there before. So we're gonna see more sales and movement, we're gonna see more focus on digital events as they evolve and content will blow with digital events. I think we're seeing that and that's where can you see is a great way of allowing that. And I think I mean, the the focus the migration towards account based thinking, everything, sales and marketing and everything else in between, you know, that's just it's gonna continue. So lots of trends, and there's others as well. But you know, how long have you got?

Mike: Absolutely. I mean, one of the trends that you talked about I find particularly interesting is the change in the relationship between marketing and sales with, you know, sales, understanding that they need marketing and are getting value from working with marketing. I mean, do you think that's a trend that's gonna continue or Once COVID is over? Do you think we'll end up you know, breaking up with sales and destroying the relationship?

Joel: I think it will. I think it will continue. But we can't take it for granted. And marketing has to continue to work hard to to demonstrate its value and to preempt what sales needs. And it's so fascinating how how long people have been saying that it's been a truism for as long as we run the business, and it will continue. I'm sure it will continue to be the issue, just the dynamics of that relationship and the need has shifted. I think that what seems to change is the point where Mark was wearing Customers raise their hand and acknowledge and make themselves known to salespeople has shifted. And it was a point about seven years ago, when Gartner and CB showed that it was kind of something like two thirds of the way through the buyer journey. The suggestion is kind of shifted onto that at that, you know, 80% of the way through the buyer journey. And so you're seeing now, much more of the trend, much more of the decision being made before they even have raised their hand and therefore you're the spectre of e commerce kind of comes, you know, it looms, which is fascinating. And I learned recently that you can pretty much buy a JCB online, which is fascinating, and also terrifying. If like me, you've got a three year old, who's obsessed with diggers. And I'm never going to show him that page. We can do that. Because otherwise I'll be bankrupt within about 20 minutes. So yeah, it's really it's really, it has really shifted, and I think it's but I think marketing batch report, marketing's got to continue to work to demonstrate to demonstrate the value because think salespeople will more likely to go off and go back to the old ways given the chance.

Mike: Yeah, interesting. I mean, one of the things, I think I've seen is that as this proportion, the customer journey before the customer puts their hand up extends, there's been a more and more reliance on marketing technology and marketing tools. Do you want to comment on that? Because obviously, I mean, b2b marketing does a lot in terms of looking at that marketing technology stack.

Joel: Yeah, there's much more lights on tech. And it's kind of terrifying how much it is. I feel a bit like we're in a, and we'd actually doing some research on that right now, as well. We have our conference called get stacked, which is happening in in March. And that's our annual look at the role of technology, and particularly marketing operations as an enabler of that. So yeah, it's really, it's,I think that there is a growing sense of maturity around it, though. Whereas before, we people were just that there was a kind of a, it was a kind of wild west Gold Rush mentality. I think people think things have calmed down a little bit now. And people are assigned to understand the complexity of it and making more measured decisions. But, you know, the, the tech companies are the best marketers in b2b, and they were still marketers still affected by shiny object syndrome. So there's, you know, there will continue to be decisions made that probably don't stand much scrutiny.

Mike: Fascinating. I think one of the things I like about your get stacked conference, is it's going away from looking at particular point tools as being a solution. And actually talking about the you know, the entire stack you have of marketing technology, is that something you're finding is resonating with people that they now realise that there's no one solution?

Joel: Yeah, I think the notion that one platform by itself is going to be what you need is, I think, is very increasingly recognised is no longer the case. And it is about the infrastructure and is about the stack and the and the, and there's a Adam, the bigger the organisation, the more wastage there is in that. And, yeah, I love this notion of Franken tech, where you have technology that should have been turned off, but somehow is undead, and it was continuing to exist long after anybody really got any value from it. So yeah, that that, you know, as a small business, we took our first marketing operations person on last year and hard to imagine now how we could done without him, because there's just stuff that he knows that he can do that nobody else can. So it's definitely a journey people need to get on to and start scrutinising what you've got, and how best to be best to use it

Mike: Fascinating. I'm just moving on. I mean, obviously, you're morphing into more of a social kind of community rather than being this conventional, you know, single direction publisher. I mean, how do you see social media developing for b2b marketers over the next few years?

Joel: That's a good question. I think it's I feel like it's, you know, it doesn't feel like so long ago to me and possibly to you might be it was the young pretender. And people would kind of arguing about whether it'd be relevant or not. You know, I see now LinkedIn as a utility and Twitter to a certain extent as well, you know, I couldn't do my job without it. I refer to it countless times a day. It's so it's gone into the background. And I don't see any large leaps forward, I see a continual refinement of platforms, of, of usage. You know, I think people are, again, it's a gradual maturation of understanding of what it can do and how to do it. And it's not the be all end all. So is a very, very powerful tool, if used correctly, but the subtleties are sometimes elusive to people. And I think it's as much around the kind of sense of listening rather than the broadcasting that works. That is most of its most effective and as of most value to people.

Mike: Yeah, I definitely agree. I think one of the big challenges is, as marketers, we've kind of been trained to be the ones talking all the time. And actually, that's not necessarily an effective strategy. When you look at something like social.

Joel: I completely agree. Yeah. talk less, listen more, as they say,

Mike: yeah. So I'm interested about the new community. It's, it's fascinating, because b2b marketing has always been a mix between helping people do their jobs, and also helping people develop and grow their careers. I mean, do you have a priority there? Are you do you see yourself more as a, an educational resource or somewhere, that people go to make decisions?

Joel: I mean, both we've learned kind of professional developments definitely been part of our kind of remit. And, you know, training has been a really strong area of the business for the last few years. I think what's interesting is that that is that's been changed, possibly not so positively by COVID. Because we used to run training sessions in the office where people would, would come to our office, you know, 20 people a day, and they'd talk about IBM all day. And it was great, because they got actually part of the value was that collab like collegiate collaboration thing, getting exposed to other people. That doesn't work in digital in the same way. So we're still we're in the process of we're still offering training, it's still successful, but not quite the same way. And we're still trying to figure out how that works. But I think everything we do is a background is about development. You know, and I think there's the the world of training, there's a blurring of boundaries between what is content, what is training, and that will continue to be the case. And we I don't think we've got a satisfactory answer yet. I know. Sometimes it's easier to come up with an answer if you're starting from a green a blank slate. So, you know, ask me again, in six months time, maybe everybody wants to better?

Mike: Yeah, I'd certainly agree with you. And talking to other agencies. I know that, you know, maintaining training, whilst everyone's working remotely is one of the big challenges of COVID and remote working. So I totally understand that. Yeah. In terms of moving forward, I'm really intrigued. You know, you see a lot of b2b marketers, you work with a lot of very senior b2b marketers as well. I mean, do you have any advice on how people can build their career, how they can, you know, grow their knowledge, they become more valuable to their organisations?

Joel: I think I see things I say when I do, I do a lot of incumbency, speaking, so I go to b2b marketing teams, and talk to them about exactly what we're talking about here, but probably more detail around the trends. And the things that I always say to them is, is if you want to build grow as a marketer, you need to, you need to make time to learn always to be basically creatively curious, always make time to learn, and expose yourself to new ideas and new thinking. And it's easier said than done, I struggle with it myself. That's the first thing. The second thing is is to, is to actively engage in, promote yourself and find your voice. Don't be a wallflower. Get involved in communities, get involved in LinkedIn, write blogs, you know, volunteer for things, you know, you get so much out of being proactive and involved with things than you do by by by by just just watching, listening. And it is it requires a mindset change. And if you're British, like me, it's easy to be to be modest to not think you've got anything to offer. But you do and sometimes, saying what you think and having someone disagree with it is the most powerful thing you can do, because you're both learn from that. So get out there, you know, start blogging, start get onto Twitter, it's annoying, and Donald Trump's off it now. So we're all happier. And, and but but it is a great way of promoting yourself. The third thing is, learn the language of business, learn what your boss what your boss needs to know, and what your boss's boss needs to know. Talk about frame what you talk about in the context of their requirements and needs, not just about what you think is important for your career right now. So talk the language of business, and be conversant in that and ready to talk about that. And the last thing is, is what has always been is be passionate, because nobody ever did anything if they weren't passionate about it. And I think if you can't, I think I think it's a wonderful industry to work in. It's never been richer, more dynamic, more exciting, more rewarding. And if you can't be passionate, if you can't feel passionate about it, I appreciate their obstacles at the moment. But if you don't think you're passionate about your job in your profession, then you're probably in the wrong job profession. If you can be passionate, you'll be much better at what you do.

Mike: I think that's fantastic advice. I mean, just one thing I do see with a lot of b2b marketers is that they kind of get very corporate and very cautious. And you must see this with a lot of b2b organise As well, where, frankly, they can become a bit dull. I mean, do you think that's something that organisations need to and are going to fix over the next? You know, few years?

Joel: Yeah, I think there's huge strides being made. Now already. I think if you compare it to the mark the advertising, I say advertising specifically, they used to see in the naughties. I mean, and it was corporate. And it was it been done rung through, rung out through a corporate, often bs machine, shall we say? And it was, you know, let's make the logo bigger. And all of those kind of cliches that was where my advertising and marketing was in an offseason, where it is in 2021 is a world away from that and is humanised so much. And I think and actually, this is something that pandemic again, has accelerated. And I think this is a positive thing. And there have been many positive things to come from Coronavirus, along with the many obviously horrendous and tragic things that happened but but it's broken down one of it's finally kind of banished those last perspectives of b2b being corporate and, and distant and human. And it's, you know, it's all about, it's so much more human, as industry as a profession as a communication style to do the cold corporate advertising these days, just, it's something at the Art now. And so it's coming an awfully long way. And I think there's a much better industry as a consequence.

Mike: That's great. I mean, it's great to hear your your enthusiasm and optimism. And I'm amazed because you've, you've run a publishing business in probably, you know, the 20 years where there's been the most change and probably the most challenges for publishers, and you've morphed into this, this new community focused business that, you know, is really exciting. I'm really looking forward to seeing it. So it's great to see your optimism. So I'd love to ask you, and is there anything else you'd like to tell the listeners that you think would help them move forward in their careers, and provide us with some more of this, this great enthusiasm and optimism,

Joel: I think I just kind of go back to the point I made earlier on, I think it was Winston Churchill that said, never waste a good crisis. And, you know, now is the time to change things, it's gonna be much when things return to normal in inverted commas, whatever that looks like, it'll be harder to do that. So now's the time to change things, be bold, be brave, push yourself. And I'll repeat a day. My wife is a massive David Bowie fan. And I was listening to a lot of the five years on after his death this weekend. And one of the things that he said, which I think actually somebody who I admire very tremendously prime McCready, who's a great b2b marketer says, you know, if you, you need to put yourself slightly outside of your comfort zone. And if you're, and that's the right place to be, because if that's if you're outside of the, if you're just nudging at the edge of what you're comfortable with, then you're gonna grow. If you're just doing what you believe is comfortable and safe. You're not going to grow, you're probably not gonna be anything like as successful as you would be, you know, make mistakes, and embrace those mistakes, and then move on and do something better next time.

You know, I think the time to be safe is this isn't the time to be safe. And if you want to if you're ambitious, then it's definitely time to be safe.

Mike: That's great advice. So if people want to go out and take risks and start engaging with other b2b marketers, I mean, obviously, a great place to go would be the new community. So can you tell people how they can get involved and sign up and engage in that community?

Joel: Well, it is a, you know, it's not open to everybody I'm going to be honest about this year, we are happy to sell membership to it. To talk to you in Sorry, I wouldn't say anything, but to put in contact with the team who can tell you access to it. We know we'd love you to join love to participate in it. There are going to be there eight, it's called propolis, which is a word relating to bees and, and propolis is the resin which bees used to create the hexagonal, hexagonal hives. And within the structure, there are eight different communities run or run by an expert. We have a trainer, someone who knows their stuff, people like Shane reading, for example, are already one of those hives, and the weather like minded people talking about the topics that are relevant into them. So we'd absolutely love to get you involved. If you'd like to understand more about the pricing structure, please contact me, you know, we'd love to be able to offer this for free. But you know, we have a living to earn. And there's a huge amount of value to be derived from from this. So as a hegemon, it costs a lot to run as well. So that's that's the nature of the business. But we are it's definitely we want this to be the home of b2b marketing wants to be a vibrant, dynamic community, which sets the tone for what goes ahead, and we'd love you to be part of it. So please get in contact with me and I'd love to tell you more.

Mike: But that's great. And I think people should look at this as a real investment rather than a cost. You know, and I think particularly you know, if we'd look at some of the UK based marketers, people are perhaps less willing to To invest in future and education and so hopefully, you know, propolis will let you know and encourage more people to do that.

Joel: Yeah, absolutely. And I think if you, you know, and if you don't believe that come to one of our events, even our digital events, we had a call just now with a with a US Agency saying, I've never seen engagement levels, like the ones that you had at your IBM conference last year, you know, and Americans are typically much more gung ho than us kind of wallflower Brits are, and they were knocked out by it. So, you know, that's an indication of the kind of community we're trying to cultivate. And we already have successfully cultivated. So we're looking for more of that, and we hope you can be part of it.

Mike: That's really exciting. We actually had somebody attend the IBM conference as well from Napier. And I know, they came back and they wrote, I think five or six blog posts about it, they were so excited. So I totally agree, the events are great. And if people want to get hold of you, Joe, what's the best way for them to contact you?

Joel: You can tweet me I'm a b2b marketer. I'm at Joel_@b2beditor at Twitter. You can reach me on LinkedIn or you can email me Joelharrison@b2b I'd love to hear from you.

Mike: That's fantastic. Thank you so much for being on the podcast. Joel. I really appreciate it,

Joel: Absolutely. Welcome. Thanks so much for inviting me.

Mike: Thanks so much for listening to marketing b2b tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit our website at Napier b2b dot com or contact me directly on LinkedIn.

Napier's Media Page: A Collection of Webinars and Podcasts

In 2020, there was an obvious growth in webinars and podcasts as channels for B2B tech marketers, and like many others, we launched our own podcast and webinar series, to provide B2B marketers with the latest guidance and insights into key marketing trends.

We are delighted to share our Napier media page, which features our full collection of webinars and podcasts, as well as several third-party podcasts featuring our Managing Director Mike, who covers integral and relevant topics to help marketers be successful in B2B marketing.

To view our full collection of webinars and podcasts, please click here, and be sure to check back regularly for new content.

Napier Makes Christmas Charity Donations

2020 was a hard year for us all, but especially for charities that require more funding than ever before to continue with the hard work they undertake, especially during the pandemic.

Last year, for Christmas, Napier decided to make a charitable donation rather than sending client gifts, inviting our clients to vote for their favourite charity out of three selected and our donations were given in proportion to the votes for each charity.

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We'd like to thank all our clients who took the time to vote and contribute to Napier's decision.