New Editor in Chief for Computer&AUTOMATION

Congratulations to Günter Herkommer who has recently taken over the role of Editor-In-Chief at Computer&AUTOMATION. Günter’s new responsibilities will include handling the Computer&AUTOMATION magazine and website, as well as events such as the TSN / A-Conference and Forum Mensch Roboter. He will also handle the official daily newspaper at the sps ipc drives fair in Nuremberg.

Günter is replacing former Editor-In-Chief Meinrad Happacher, who will not be leaving the Computer&AUTOMATION team. Instead we are happy to announce that Meinrad has been promoted to a new role as Editor at Large, and will focus on efficiently growing the Computer&AUTOMATION brand in print, online and with regards to events.

We wish them both the best of luck in their new roles!

Meinrad – Editor at Large
Günter – Editor in Chief









The Digital Transformation of Things Column

Elettronica In and Open Electronics are collaborating with EMBEDDED IOT, the leading Italian event on digital transformation of things, to launch a new column dedicated to the ecosystem of the IoT.

The first issue will explore IoT platforms, cybersecurity,  and what’s new in IoT applications and products.

The column will be published on the Elettronica In and Open Electronics websites, as well as being included in the paper magazines which will be distributed freely during the IOTHINGS events in Rome and Milan.

It is great to see publishers and event organizers within the electronics industry working together towards a common goal as they provide a source of information on one of the hottest topics in the industry.

Elektronik Magazine Announces Elektronik Neo

Elektronik magazine has revealed the plans for their new magazine Elektronik neo, which will be launched in November 2018.

Elektronik neo will target the younger generation in the electronics industry. From start-up founders and employees, young professionals and electronics and information technology students; Elektronik neo will be a platform for them to learn from.

The Elektronik team are positioning Elektronik neo as ‘new, young, different’, whilst also being unusual and revolutionary. As the first magazine in the German market to write about electronic industry topics specifically for a young professional audience, Elektronik has stood out as one of the first magazines to truly think about the future professionals in the electronics industry.

Content for Elektronik neo will include trends in the electronics industry, fundamentals and overviews of technical developments, profiles of companies and start-ups who are of interest as employers, and information on building a career within electronics.

Elektronik neo will also include interviews, reports,  technical contributions, as well as the promise of “witty columns”.

By providing a platform for the younger generation within electronics, the Elektronik editorial team are working hard to encourage graduates and young professionals alike to advance within the electronics industry career ladder.

Companies have sometimes found it hard to make a career in electronics appealing to the younger generation. Elektronik neo will provide encouragementto this generation, as it focuses on engaging topics such as Artificial Intelligence, IoT, Energy Harvesting and Cyber Security.

I am sure that Elektronik neo will be important in shaping the next generation of engineers, as the editorial team encourages their readers to attend conferences, career start-up shows and learn everything they need to know to advance with an electronics career.

ELE Times Magazine Partner with ELECRAMA 2018

ELE Times magazine, India’s leading publication in the electronics and technology sector, will be the exclusive media partner of ELECRAMA 2018.

ELECRAMA 2018 is the largest trade show of the electric and electronic industry in India and will be held from 10-14th March at Great Noida, India.

This year’s event is set to be the biggest yet, focusing on ‘what the future of power beholds’. The show will feature the new business areas that are redefining the electricity space, the key components of renewable energy, and the digitalisation of electricity through IoT, AI and Electric transportation opportunities.

ELE Times say they are “redefining the modern electronics media company” in India, and the partnership with ELECRAMA 2018 is one step in achieving that goal.

We Created Napier’s Very Own ROI Calculator!

At Napier, we know that ROI is often a marketer’s top priority, and when creating a campaign, it is one of the most important outcomes to calculate. This is why we have built Napier’s very own ROI calculator that allows you to calculate the potential increase in profit and ROI for a campaign where you can estimate its impact on the sales funnel.

How it Works in 3 Simple Steps:

  • You fill in your current website visitors per annum, and increase or decrease your current conversions to calculate how many MQLS, SQLS and Customers you generate yearly.

  • Fill in your target performance numbers, estimated revenue per customer and your marketing budget invested for this campaign.

  • Press Calculate and let our calculator work out your potential increase in profit and ROI for your campaign.


Click here to try out our calculator for yourself, and why not get in touch and let us know what you think.

ETN to Organise the 2nd Annual Embedded Conference Finland

ETN has announced that they will be organising the 2nd Annual Embedded Conference Finland for 2018. The event will be held at the Lighthouse at Akavatalo in Pasila on April 12th.

The event will cover topics including IoT, but will focus heavily on Artificial Intelligence including a panel debate on the meaning of AI.

The technology industry is one of the most important in Finland, despite the fall of Nokia after it was acquired by Microsoft. With a newly launched artificial intelligence group which aims to help Finland accelerate the development of new businesses based on the use of artificial intelligence in Finnish companies, it is clear to see the reason why Embedded Conference Finland is using artificial intelligence as the main theme for this year’s event.

ETN has also announced their expansion as a digital magazine as they plan the first ever ETNdigi for the end of May which will focus on the IoT as well as different network technologies and their testing.

To find out more information please take a look at their website or contact either Veijo Ojanperä and Anne-Charlotte Sparrvik .

Our First 'Napier Nine' Video... Get to Know Intern Amie Wiltshire

At Napier, we understand that relationships are important in business. From our clients to publishers, we know it can make a difference when you take the time to truly know someone.

With that in mind, we felt it was only right to introduce the Napier Team behind the marketing experts. Our ‘Napier Nine’ video series takes you under the skin of our team; as we share our many hidden talents and some not so hidden questionable musical tastes… In our first ‘Napier Nine’ video, get to know Amie Wiltshire our latest Intern, and find out Amie's first concert, strongest quality and secret skill as she answers her nine questions...


New Chief Editor for photonik magazine and Editorial Director for Industrial Media

Congratulations to Matthias Laasch, who has been named as the Chief Editor of the German magazine photonik, as well as the Editorial Director for Industrial Media, which includes both photonik and the elektonik informationen magazine.

photonik focuses on optical technologies including, opto-electronics, optical communications, optical metrology, image processing and laser technology. The magazine aims to address development engineers and the users of photonic products throughout the industry and within science.

The magazine is published six times a year, and as the official voice of Spectaris, OptecNet Deutschland, VDI, the German Scientific Laser Society and the German Branch of the European Optical Society, it is clear that photonic magazine holds a vital place within the German optical technology market.

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

Matthias Laasch

IKTEM 2018 – A New Conference to be Held in Slovenia

AX elektronika, publisher of both Svet elektronike and Svet mehatronike magazines is organising an international development conference for ICT, electronics, and mechatronics development engineers to be held in Slovenia for 2018.

The conference, IKTEM, will be held from the 31st May to 1st June at the ski resort Kranjska Gora in Slovenia.

After many years without industry conferences in Slovenia, it is inspiring that Jurij Mikeln made the decision to launch IKTEM. After taking part in many meetings with development engineers and distributor companies across the country ICT, electronics, and mechatronics sectors were chosen due to the slow merging of electronics and mechatronics and the presence the ICT sector holds across the entire country.

For 2018, the main topics for this conference include IoT, 3D metal printing and CADCAM software. The conference will also include hands-on workshops such as Android programming and more technical workshops such as advanced oscilloscope use.

IKTEM is also treating all participants at the event to the world’s largest ski jumping resort, Planica, to Zip-line sports after the first day’s sessions.

To find out more information and how to register, please click here.

Zip-Line sports activity

Napier Feature in this year’s B2B Marketing Agencies Benchmarking Report!

Napier were recently invited to participate in the B2B Marketing Agencies Benchmarking Report for 2018; and we are happy to announce that we are ranked in the top 15 UK B2B PR Agencies.

Our Managing Director Mike Maynard was also asked to partake in an interview for the report where he discusses why Napier sees 2018 as a year of opportunity, and the latest technology on offer, including ABM and Chatbots.

Want to read our feature for yourself? Email us for a copy of the interview or click here to get your own copy of the full report from B2B Marketing Magazine… Don’t miss us we’re on page 72!


Napier's IronCAD Subject Line Competition - Winner Revealed!

Napier recently took part in a competition to design a powerful Subject Line for our client IronCAD, who set us the brief to design a a subject line which would promote the launch of  IronCAD’s new and improved version for 2018, while increasing engagement with their target audience.

Finalists included team members from both Napier and our sister company Peter Bush Communications, and we are happy to now reveal the winner!

Congratulations to Melanie Bright, our Senior Account manager at our sister company Peter Bush Communications! 

After a close vote Melanie is our Winner with the Subject line ' Want to interrogate 3D data using just your web browser?'



A Napier Competition -Vote for your Favourite IronCAD Subject Line

As we charge head first into 2018, we felt it was only right to welcome in the new year with our latest Napier competition. This time we have partnered with our client IronCAD, who set us the task to design a powerful Subject Line which would promote the launch of IronCAD’s new and improved version for 2018, while increasing engagement with their target audience.

After entries from all members of staff, our Managing Director, Mike Maynard narrowed down the top 5 finalists from both Napier and our sister company Peter Bush Communications. The finalists included Janice Ashton, Chloe Willcox, Freya Ward, Melanie Bright and Taylor Green.

It’s now up to you to decide which Subject Line is the best. Vote for your favourite by clicking on the link below and we will reveal the winner on the Napier website on 9th February 2018.

Subject Line 1: 
Take your 3D design experience to the next level with faster, more intelligent software for 2018

Subject Line 2:
Boost your performance effortlessly with the new and advanced IronCAD.

Subject Line 3: 
Forget IronMan – introducing… IronCAD

Subject Line 4: 

Want to interrogate 3D data using just your web browser?

Subject Line 5: 
Ensuring ironclad sharing of 3D designs with IronCAD

Vote for your favourite Subject Line Here! 

Companies take Tracking to the Next Level by Recording Every Keystroke

A study from Princeton University has recently grabbed our attention. The study suggests that hundreds of firms are tracking every keystroke made by visitors, and this technique known as session replay, is used by companies to gain an understanding of how customers use websites.

With obvious privacy concerns in play, it is worth bearing in mind that is definitely overhyped, but companies should let people know if they are tracking keystrokes, mouse movements and scrolling behaviour, so that this information is not being collected without the user’s knowledge.

We took the initiative to review the websites of the top 50 semiconductor companies and see whether any of them are using these tools. Out of 50 only 3 were shown to be using tracking software: Samsung, Nuvoton and Micron.

SessionCam, Clicktale and Hotjar were revealed to be the most popular of the tracking software in the semiconductor industry. We did wonder whether, by tracking these results, these companies are actively improving their websites as most companies in our industry don’t feel they need to use such tools.

Although we don’t think it is a major privacy issue, many believe it is. The question left to ask is does tracking your customers every movement on your website benefit you by helping you improve? Or is it really just an invasion of privacy? Why not let us know your thoughts on this issue?

5 LinkedIn Tactics every B2B Marketer should be Using

Over time, LinkedIn has become an essential personal branding tool for B2B companies, but as popularity of the site has grown with over 467 million users, B2B marketers are having to work harder than ever to make sure they stand out from the crowd.

We’ve put together 5 important tactics to help the B2B Marketers out there achieve real success on LinkedIn:

  • Turn your company page into a lead generation page
    Your company LinkedIn page is a pipeline for LinkedIn leads to visit your company website, and as such it is vital that your LinkedIn page promotes links to your company website. Posting links to blogs or content offer landing pages with a clear CTA, is a great and simple way to guide potential leads to your website.
  • Spotlight your company with a showcase page
    A showcase page on is an extension of your LinkedIn company page, which allows a company to promote specific products or market to a specific buyer persona. A showcase page is designed to expand your LinkedIn reach, and be able to create a particular message for one aspect on your business, whilst targeting a small and specialised segment of your audience.
  • Make sure you update LinkedIn with Long-Form Posts
    On LinkedIn, there are two choices you can make when deciding to post on your company page. These include short-form and long-form posts. Although both are incredibly important to your LinkedIn page, studies have shown that long-form content is better for search engine ranking, social sharing and backlinks.
  • Optimise your LinkedIn Newsfeed
    To make sure your company page stands out from the crowd, it is vital that you optimise your newsfeed on LinkedIn. This can be achieved through regularly posting relevant and quality content (This can include sharing content from other writers). If you offer your target audience something they believe is of interest and value, they are bound to keep coming back from more. It is also essential to use pictures! Whether this is your logo, product photos or employees hard at work, pictures allow you to tell an inside story of your company.
  • Use LinkedIn SlideShare
    LinkedIn SlideShare presentations are a great resource which you can embed directly into your company page updates, even including video. This allows you to give your audience the information they need in an attention-grabbing, visual format, whilst also giving you a SEO advantage. It gives marketers the opportunity to repurpose existing content and communicate this information in a more compelling way.

Napier attended the Elektra Awards!

Napier recently attended the 2017 Elektra Awards, hosted on 6th December at the Grosvenor House Hotel in London.

The awards ceremony was filled with experts from all across the industry, and for the first time at Napier, we decided to host our own table at the ceremony.

Members of our team including Mike Maynard, Chloe Wilcox, Janice Ashton and Freya Ward represented Napier at the awards; and they took great care of our client attendees, which included Natasha Sephton-Pike from Harting Ltd, Alex Price from Vicor, Raffaella Ricci and Neil Campbell from Anritsu and Holly Smart from Premier Farnell.

We also made our mark on the award’s ceremony by presenting our very own RFiD card holders – Napier Themed!

We would like to thank the Electronics Weekly team for a fun-filled night, we’re looking forward to the 2018 Elektra Awards already!

Webinar Facts and Figures

After reading “The 2017 Big Book of Webinar Stats", we decided to share what we thought were the most interesting facts and figures, to help you determine whether webinars can really help you.

If you are thinking of running a webinar, check out our blog post for webinar hints and tips.

Why use a webinar?

Webinars are quickly becoming vital in the B2B industry, with 73% of B2B marketers and sales leaders saying that a webinar is the best way to generate high-quality leads. Research has revealed that the top objectives for webinars are: customer training and on-boarding at 31%, and marketing and demand generation at 29%. It was also revealed that a massive 61% of B2B companies hosted webinars in 2017.

Webinars are also a great way to attract a wide range of people and reach out to a wider target audience. The success of previous webinars is driving more investment, and 57% of marketers have suggested that they plan to increase the number of webinars they produce next year.

Who’s using them?

Webinars are used widely by a range of companies, and work across a large amount of industries. The software and technology industry produced 26% of webinars throughout 2017, with the financial services sector following with 12%. Surprisingly,  the advertising, marketing and PR sector only produced 3% of webinars, something that is expected to change as webinars gain  momentum.

How many webinars are the right amount?

The report revealed that the average number of webinars a company delivers per year is 23, with the number varying according to what is best suited to your business and the resources you have on offer.

It seems that there is no correct answer to this question, as often webinars are planned strategically and aligned to important business goals. As such, the education sector averaged 27 webinars in 2017, while the advertising, marketing and PR sector produced 23.

However, churning out the most webinars doesn’t mean you are the best, as it is the quality of the content and how you engage with your audience that determines whether your webinars are successful.

Please click here to download and read the full book.


We know it can be difficult to know where to start with Webinars... so why not find out how Napier can help you?

Get Started with Webinars now!

Electromaker has Launched!

Electropages has launched Electromaker; a website dedicated to showcasing projects built by makers around the globe, whilst forming a community of students, hobbyists, makers and hardware fanatics, who can share their ideas and collaborate with each other.

The Electromaker team aims to inspire, educate and create content that connects people with their passions, whilst presenting the latest news, reviews and tutorials on the community’s favourite topics.

Although the website is only in phase 1 of its development, it has already launched its first contest. The Electromaker ‘Connectivity Contest’ invites members of the global maker community to present an idea which encompasses electronic hardware design and wireless connectivity. With a $5000 prize pot up for grabs for 13 lucky winners, Electromaker is wasting no time in encouraging makers of all abilities to join their community.

It’s probably reasonable to assume that the launch reflects Mouser Electronics, whose parent company acquired Electropages, wanting to expand their reach in the maker market (although we understand that Mouser doesn’t get preferential support from Electropages). Makers are a segment every distributor seems to be fighting over, and we’re confident that this publication will be an influential read for this audience.

New Electronics Appoint New Deputy Editor

Bethan Grylls will be joining the New Electronics team at the beginning of this year, as their latest deputy editor.

Bethan will make a contribution to all areas within the magazine, but will have a main focus on strengthening New Electronics’ web and social media presence.

This news is received with a bittersweet reaction, as it has also been announced that Graham Pitcher, consulting editor of New Electronics, will retire at the end of March in 2018. We will all miss Graham, who has been a mainstay of the UK electronics media for many years. We’re delighted, however, that his replacement will be Neil Tyler.

We wish them all good luck in their new roles and a happy retirement for Graham.

Napier’s Top 10 Digital Trends for 2018

It’s that time of year again, so as 2017 heads to a close, marketers are on the outlook for the newest and hottest trends heading into 2018.

At Napier we are no different, and this is why we have asked our experienced and knowledgeable team to tell us what they think are the key digital trends for 2018. We have narrowed down our list to our top 10 most important; to let you know what to expect and look out for in the B2B Tech industry when heading into 2018.

1) Account-Based Marketing:

Many companies, particularly those looking to gain specific high-value customers find that they are better served with an ABM strategy rather than taking a broad-reaching approach to their sales and marketing effort.

2) Personalisation:

For B2B, it will continue to be about “personalisation”, so delivering content to people based on the searches, preferences, media etc. As there is SO much information out there, companies need to look at how they can make their content hit home.

3) Form Filling

Although this may seem odd, with GDPR fast approaching companies will will want to ensure all their contacts have opted in to marketing communications. The number of contacts on their lists will likely decline – so expect to see more and more content hidden behind a form or two.

4) New Range of Technologies and Reusing Content

In 2018, we will see marketing continue to converge. With a range of new technologies - for example chatbots - and the need to reuse content the lines between different marketing disciplines and even between marketing and sales will be even more blurred than before.

5) Buyer Personas

There will be even more focus on buyer personas and the customer journey,  allowing Marketers to educate themselves about their audience and target their marketing even more effectively.

6) Marketing Automation Workshops

Companies in more traditional engineering sectors will be thinking about marketing automation but likely will be unsure of how they integrate into their business.  We expect that there will be strong demand for our Marketing Automation workshops.

 7) Live Video Streaming:

Live Video Streaming is an effective way to engage and connect with customers. Using this feature will help to promote a more human side of anyone’s brand perception.

This platform can be effectively used for Q&A sessions, live events, behind the scene video content or interviews. There are a host of tools and apps which can help to promote Live Video Streaming (Most noticeably Facebook Live) and this trend is expected become even stronger and more interactive in 2018.

 8) Customer Centric Marketing

Personalised campaigns, especially with regards to email marketing will continue to grow in popularity and become key to campaigns.

9) Chatbots

Chatbots will become a must have – As 2017 comes to an end Chatbots are already becoming extremely popular and important. By the middle of 2018 they will be widely used and vital in regards as a marketing technique.

10) Evaluating your Data

With all the data available there will be a drive for clear visibility of marketing performance. Analysis of data to produce useful insights will be even more important than even.

INBOUND Taught Me: How to Win in the ever-evolving world of Social Media

During the time we spent at the HubSpot INBOUND Conference 2017, we attended partner day. As proud partners of HubSpot, we joined other agencies for the day, where we learnt the latest news about HubSpot features, and attended special sessions, not available during the 3-day main event.

One session that stood out, and stuck with me was the ‘How you can Win in the New, Ad Powered, Video Driven, Ever Evolving World of Social Media’. Although a mouthful, the session covered many valuable points; offering advice on how you and your clients can stay ahead with Social Media, and how HubSpot has rethought its approach to social, to lead a new and more modern charge alongside their customers.

Daria Marmer from HubSpot, and Ali Parmelee and Dawn Barson from THINK Creative Group, were the key speakers throughout this session. Drawing from their own experiences, they discussed amongst themselves and to their audience about the way to approach campaign strategies with social in mind.  The tips and information provided throughout this session is what I will share with you throughout the rest of this post.

Tips for Successful Social Media Posting

Whether we are aware of it or not, social media is beginning to drive and lead our campaign strategies, and with 30% of the world’s population on Facebook, companies are now selling their products through social media sites. Although organic reach on Facebook is very low, whether this is video, images or text. Paid traffic including banner ads, sponsored posts and boosted posts has been proven to be very successful.

The one problem companies are facing by selling through social media sites, such as Facebook, is that networks want people to stay on the platform rather than being redirected back to a website. There are many ways for companies to achieve this, by posting videos, or specific content, allowing companies to be able to target or retarget their audience without necessarily leading them back to their website.

Video has only become more important over the years, and today it is included in many campaign strategies, as it is considered greatly beneficial, whilst helping companies engage with their audience. Research has revealed that companies receive great engagement from their audience with videos up to 2 minutes, but often see a decrease in views in videos that are between 2 to 6 minutes long. Surprisingly, research has also revealed that the second ‘sweet spot’ where companies have seen increased engagement in videos, is between 6 to 12 minutes.

It seems the results for video engagement can vary, and often the best solution is to test, test and test again. Facebook Live is a good way to test engagement of video, and clients have previously been surprised to see how many people actually stay till the end of the video.

With 82% of Facebook’s revenue from mobile phones, a drastic difference from 10% in 2012. Companies also need to be aware of creating mobile ads which can successfully attract and engage their audience. Luckily, changes are being made to make mobile ads more effective for the B2B industry.

HubSpot and Social Media  

As promised, HubSpot has rethought its approach to social, leading their buyer journey alongside their consumers social strategy. For example, when pairing their buyer journey with the Inbound approach and Facebook Ads, it presents a successful plan to ensure potential consumers convert. As you can see below, (a photo of a slide shown in the presentation) video ads, brand awareness, reach and traffic are all components of the attract stage, which are top of the funnel content and draw in strangers to look at your products.

HubSpot also presented a significant awareness in improving and paying more attention to the delight stage of their funnel. The use of the delight stage in the buyer funnel, partnered with a social media strategy, means converted customers can turn into promoters by writing reviews, or talking about their customer service online.

ROI Calculator 

The HubSpot calculator has also been recently introduced, a new and beneficial tool for many B2B marketers.  This ‘calculator’ was established to help marketers work out their advertising ROI. By inserting key figures such as your projected monthly budget and your expected CPC, marketers can work out an estimated return on their ad spend. This is key to HubSpot’s new approach to social, as they offer the opportunity for their consumers to take less risk when it comes to their social media strategy, as they can now work out the ROI for specific ads, such as key Facebook ads.

At Napier, we created our own version of a ROI calculator, why not try it out for yourself?

A step up with Instagram...

HubSpot also revealed a new publishing feature for their HubSpot social tools. As Instagram has become larger and more popular, the platforms influence is beginning to create a significant impact in the B2B sector. Following this rise in popularity, HubSpot has introduced a new feature called Instagram reminders.

This feature will allow customers to create and schedule photos and videos on the HubSpot platform. When the time comes to publish, a notification will then be sent via the HubSpot mobile app, and from there you can open the app, copy and paste the text into Instagram and publish. As Instagram does not allow direct publishing from a third-party to their network, HubSpot has introduced the next best step to handling the demand of Instagram, something many marketers were pleased to hear, and are looking forward to when this goes live.

HubSpot Leads Ad Integration

The final and arguably most noteworthy reveal of this session, was the announcement of the lead ad integration with Facebook.  This update brings Facebook lead ad creation, tracking and lead sync to both HubSpot marketing free and paid. The integration is exclusive to Facebook lead ads, which were specifically built for an B2B audience.

The ads feature a strong CTA and use Facebook data to auto populate forms; and with the integration installed, immediately send leads to HubSpot. These lead ads are shown to the most relevant audiences across Facebook desktop, mobile app and Instagram. This integration not only offers a new and improved way to capture leads through Facebook, but also creates a place for the leads to land together and quickly be converted through HubSpot.


Why not take a look at other posts in our INBOUND 2017 Series?


Napier’s latest Challenge – A Email Competition for Charity

*Competition Now Closed* 

At Napier, we are a team of individuals who often jump at the chance for a challenge; and with Christmas fast approaching we decided to create a challenge with a twist, that would not only showcase our skills but also make sure we do our part and donate to charity.

Email marketing is an essential part of any marketers B2B strategy, with emails being the key way marketers make contact with their audience. At Napier, we are constantly testing out our own email designs, or helping our clients design and deploy their emails. We understand that every marketer is different, and they often have their own preferences when it comes to emails and their layout.

In light of this, we thought it would be interesting to run a competition, inviting professionals in the B2B Tech industry to decide which email design out of a choice of 3 they preferred.

With the challenge set, the next big step was deciding on the focus of these emails. We decided to take a unique direction, and test our skills by creating email designs for a local charity. St Wilfrid’s Hospice was an obvious decision, a local charity in Chichester who care and support people who are in the last phase of their life. As an agency, we also decided to do our part, donating to St Wilfrid’s as a thank you for letting us use their brand and promote their message.

Napier’s’ very own Fiona Challen, Emily Serna and Hannah Kelly took part in this challenge, with a brief to create an email that encourage new donors to donate over Christmas, as well as pass on the request or share their donations on social media. Voting will close on the 8th December and Winners will announced on the 11th December.

Each has taken a different direction with their email and it is now up to you to decide which one you think is the best:

Email 1:

Email 2:

Email 3:

hubspot logo

HubSpot announces Data Centre in Germany

HubSpot has further proved its commitment to Europe this year, by not only opening a new Berlin office, but also announcing a new Germany based data centre for 2018.

HubSpot's findings from a recent survey has identified Berlin as the fastest growing tech city in Europe, with a vast majority of respondents positioning the city as a growing hub for startups and tech companies.

The survey was conducted on consumers who live and work in the Berlin Metro area, and a massive 95% of respondents confirmed that they see the number of technology jobs in the city growing; whilst 90% said Berlin also offers access to the technology and digital talent needed to grow a tech company.

As Berlin continues to grow, it is no surprise that HubSpot has decided to place roots in the city. President and COO of HubSpot, JD Sherman stated  "Opening an office in Berlin is a smart choice – from the wealth of local talent to its growing digital infrastructure, the city offers a great opportunities for us to continue HubSpot’s growth across Europe".

The announcement of the opening of a Germany-based data centre in 2018, also strengthens HubSpot's foothold in Berlin, with the company to rely on a facility in Frankfurt to store customer data according to EU legislation. The new data center will provide redundancy as well as outage and data protection for HubSpot customers. Both marketing automation and HubSpot are doing well in Germany and this is one of the reasons why Inbound marketing is a great way to run permission-driven campaigns.; and with HubSpot's new announcements this is bound to continue being successful.

With this being the 2nd European office HubSpot has opened, it is clear to see that HubSpot are serious about proving their commitment to Europe. As the company continues to grow, they provide benefits to Berlin also, promising to create 75 new jobs over the next three years to meet the rising demand for HubSpot’s software solutions in, and the rapid growth of the DACH market.

INBOUND Taught Me: How to Overhaul Lead Nurturing and Double Conversions

Throughout my time at INBOUND 2017, I spent a lot of time listening about HubSpot’s (rightly so) ‘awesomeness’.  This is why it was almost refreshing to attend a presentation where HubSpot admitted to their mistakes, and presented to us a journey of how they overcame their challenges.

The presentation in question was held by HubSpot’s very own Senior Marketing Manager Laurie Aquilante, who discussed the challenges HubSpot faced within their marketing funnel, and how they re-invented their approach to overhaul lead nurturing and double their conversions.

Laurie explained how HubSpot were failing with their lead nurturing. They were overloading prospects with too much information and were not achieving the high number of conversions they were aiming for. To gain a greater sense of what they were doing wrong and how to improve, HubSpot narrowed down their problems to three main challenges to overcome:

  • HubSpot’s lead nurturing content was too educational. They were so busy promoting educational content, that most of their prospects didn’t realise that HubSpot sold software.
  • HubSpot were failing to move people along their buyer’s journey.
  • At no point in the funnel did HubSpot introduce a human connection.

With these challenges in mind, HubSpot decided the best way to move forward was to collect information about their prospects first. They formed a survey which asked their audience what they wanted, when they wanted to be approached in the funnel and what could help their experience.

By collecting this information, HubSpot essentially ‘got to know’ their prospects, and were finally equipped with the right information to attract their audience. The survey revealed that their prospects wanted to speak to a salesperson at the consideration stage of the buying process, while 61% of respondents believed their customer experience could be more positive if sale representatives provided more relevant information.

Equipped with these new insights, HubSpot made changes to not only overcome the challenges they were facing, but also their approach on how to nurture prospects through their marketing funnel.

HubSpot made three key changes to their approach:

  • They introduced a human connection. HubSpot introduced ‘Edward Gahr’ an Inbound Growth Specialist, an expert who answered questions and provided faster replies to prospects. This achieved an increase of an 40% conversion rate.
  • They personalized based on need. Rather than guessing what their prospects were interested in, HubSpot actually asked what marketing or sales challenges their prospects were facing. Through one simple email, which guided HubSpot to provide the right content to the right person; a 50% increase in workflow conversions was seen, and 172% increase in higher engagement.
  • They found new ways to connect with their audience. HubSpot offered their audience a chance to sign up to a webinar through Facebook messenger by their HubSpot chatbot. This saw an increase in engagement between HubSpot and their prospects, with many praising HubSpot for the original way they were connecting with their audience.


Conclusion: Even HubSpot can Improve Lead Nurturing:

It is comforting to realise that even HubSpot has made errors along the way, and that attaining the ‘perfect’ way to achieve successful lead nurturing, takes practise and hard work. From this presentation, I learnt that overhauling leading nurturing and doubling your conversions isn’t easy. But if you understand your buyer intent and fit, provide helpful education, and test, change, and test again; you’re definitely heading in the right direction to achieve it.


Why not take a look at other posts in our INBOUND 2017 Series?


Changes to Electronics Weekly’s editorial team

Big news has been revealed this week by Electronics Weekly.  Josh Brooks who has been with the company for over three years and took on the role as editor in April, has made the decision to leave Metropolis at the end of the current year. Josh has been part of the Metropolis team for over 7 years but has decided to dive into a new challenge at the beginning of 2018, and will be replaced by Clive Couldwell.

Josh Brooks said “It’s been a real privilege to work on Electronics Weekly for the past three years and I am grateful for the warm welcome I’ve had in this industry. I am sure Clive will be an excellent editor for what is a great title. I wish both the industry and team here at Electronics Weekly every success in the future.”

Clive Couldwell currently has the editing role at the sister title AV magazine, and will now take on the role as group editor. This will be a big challenge for Clive but we are sure he will thrive in his new position. Clive has more than three decades of experience, winning awards in print and has had various editorial roles in the electronics industry.

Clive Couldwell said: “I’ve known and admired Electronics Weekly for as long as I’ve been a journalist, so it’s a great honor to join the team and I’m looking forward to working on the title and getting to know the industry better. I hope that my background and portfolio of skills in a range of markets and media will complement what is one of the most experienced teams in the industry.”

Electronics Weekly also plans to recruit a news editor to increase its news output in print and online. Nick Stimpson who currently has the role of managing director of Metropolis Business Media will now become publisher of Electronics Weekly and will assist running the title alongside Clive Couldwell and commercial Director Steve Ray.

Nick has stated that: “Clive is a talented editor who has developed and launched many new products across AV Magazine’s portfolio in his time on the title. He will be a great addition to Electronics Weekly’s editorial team and I look forward to working with him in his new role. I’d also like to thank Josh for his contribution at Metropolis over the past seven years and wish him all the best for the next stage in his career.”

At Napier we are wishing everyone the best of luck in their new job roles and future careers. It’s exciting to see Electronics Weekly making changes to their editorial team and we can’t wait to see what direction the title takes.

Name change again for eeDesignNews!

Earlier this year, in April, EDN Europe rebranded as eeDesignNews. Now eeDesignNews is to become eeNews Embedded. We are saddened to say however that the re-brand has been inspired by Graham Prophet’s decision to retire. Graham has had a very successful career in journalism providing readers with his extensive range of knowledge and insight. We are disappointed to hear this news, but we wish him the best in his new life ahead, and hope he gets some well-deserved rest. Although we hope he continues to enjoy and express his passion for the industry in whatever way that may be.

We are however thrilled to announce that as of January 1st Ally Winning will be filling the shoes of Graham as the new editor in chief! This is a big position to fill but with Ally’s 17 years of experience in the technology industry but we have every confidence he is going to thrive in his new role.

eeDesignNews closed the door on print back in 2009 and moved solely to the online version – well print is back! When eeNews Embedded releases its first publication under this title, we will all have the privilege of receiving a print version, which will be distributed at embedded world. It’s interesting to see a print title launch (even as a supplement to another print title), and it is clear that print titles are still in the position to make money, and EBP are great at making money from this “old” approach to distribution.”

We look forward to the rebrand and can’t wait to see what eeNews Embedded has to offer in 2018.

Clarification of Alistair Winning's Editorial Roles

We thought it would be worth putting in a clarification about Ally's editorial roles. The fact he has replaced Graham does not change his position as Editor-in-Chief at PSDE. Both sides are aware of the other role, and as they are not competitive both publishers were happy for Alistair to hold both positions.