Several Changes at UK Electronic Publications

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

Electronics Re-Launched as Electronics Today

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

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

New Electronics Makes Move to Monthly Issues

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

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

Goodbye to Steve Ray

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

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

 


A Napier Webinar: The Secrets to a Successful PPC Campaign

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

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

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

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

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

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

Speakers: Mike Maynard, Hannah Kelly

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Mike: Absolutely, yeah.

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

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

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

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

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

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

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

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

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

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

Hannah: Thanks, Mike.


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

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

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

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

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


ViPress.net Takes New Direction

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

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

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

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

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

 


A Napier Webinar: Five ABM Campaigns to Increase Sales

Account-Based Marketing (ABM) is one of the fastest-growing activities within the B2B space, and when executed right, it can generate a significant amount of success for a company.

Napier recently held a webinar 'Five ABM Campaigns to Increase Sales', which explores ABM campaigns that can help B2B marketers achieve sales. We address:

  • What we mean by ABM
  • Why ABM is effective
  • How many companies should be in your ABM campaign
  • ABM campaigns you can launch today
  • Pitfalls to Avoid

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

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

Speakers: Mike Maynard

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


The Rise of Talking Industry and Revival of Live Events

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

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

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

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

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

Talking Industry – freeform style

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

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

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

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

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

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

Talking Industry Live

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

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

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

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

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

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

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

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

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

 


Napier Renews Eurocom Worldwide Membership for 2021

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

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

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

 


Siemens Announces Acquisition of Supplyframe

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

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

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

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

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

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

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

For more information, please click here. 


WNIE Online Team Launches New Digital Magazine: Global Industry Focus

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

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

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

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

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

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


Elettronica AV and Elettronica Tech Websites Now Available in English

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

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

 


Microchip Awarded Certificate of Excellence for Online Banner Marketing

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

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

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

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

 

 


5 Top Tips for Successful ABM Campaigns

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

In this blog, we explore five top tips that B2B marketers can use to enhance their ABM campaigns, and ensure that the strategy implemented is the right fit.

Appeal to your audiences pain points

The best type of ad needs to be compelling, not only to stand out from the marketing noise but to also compel your target accounts to click through. Do your research and ensure you understand what your target customers pain points are. Ensure you communicate this effectively in your ad creative, and then continue this message flow through to your landing page. Campaign contingency is key when communicating to your audience.

Remember it's important that your target accounts ABM journey is personalized to their problems and needs, and appealing to your audiences pain points with a personalized landing page is more likely to lead to more conversions.

Work with your sales team

When implementing ABM campaigns, it's important to work with your sales team to ensure they have the capacity to follow up on the leads. You don't want to spend your advertising budget, generate leads and then find out three months down the line that they haven't been followed up.

Ensure the sales team is involved from the start when planning your strategy, and aware of the process and goals you want to achieve from your campaign. They should also be able to provide some fantastic insights into the movements and interests of your target accounts.

Clearly communicate what is expected from the sales team before you start the campaign. This could include outreach to prospects when they engage/show an interest and relay progress back to the marketing team.

Use insight to plan your messaging

It's important to look at different areas to ensure you have all the insight to plan engaging and relevant messaging. The first point of call would be to look into your past sales data. Ask yourself, what topics interested our target accounts the most? What would be the most interesting for them to hear about, have they ever shared problems they are facing?

It's also a good idea to look forward to trends that could be entering the market. Are these trends something that your target accounts would like to adapt or focus on? It's always good to be ahead of the curve if you can.

Another valuable piece of insight can be gained by tracking what parts of the website your target contacts visit the most. This can provide some integral data into what your audience is interested in, whether this is a service, product or topic. This can be tracked easily using marketing automation, and can often be easy to gather this data. Read the next tip to find out more about this...

Use automation and sales alerts to your advantage

It's important to take the time and understand what your target companies and contacts are interested in. Marketing automation platforms often have the capabilities to track what pages your target companies are visiting on your site, and automation can be set up to provide the sales team with alerts sharing which companies are viewing what on your site, or which emails they are interacting with.

This information can help you tailor your ABM campaigns, whether this be ads or emails to what your audience is truly interested in, and also helps keep marketing messages aligned, as sales should be able to share if a target accounts focus has shifted throughout the process of the campaign, or if you find a tailored ad and messaging is not working as you hoped.

Talk to experts to get advice if you're unsure

There's no harm in asking for help if your unsure what approach is best for you and your company. ABM can be complicated, and it's important to get it right to ensure your getting the best RoI from your campaign.

Tools such as our ABM tactics advisor are there to help, which provides recommendations based on your unique situation. Or alternatively please feel free to drop us an email, and we'd be happy to discuss what approach would be best for your ABM campaign.


4 Email Marketing Trends to Watch Out for in 2021

I recently came across an email marketing trends report from Smart Insights, a publisher and online learning platform. The report was part of their email marketing and marketing automation toolkit, which focussed on the email marketing trends we can expect to see in 2021, based on insights from surveys and 10 email marketing experts who gave their views and examples of the future of email marketing.

With email marketing remaining one of the most effective techniques for marketers, keeping up to date with the latest trends, best practices techniques and email marketing technology remains important.  This blog will explore 4 key trends marketers need to watch out for in 2021 as shared in the Smart Insights report.

Emails will become more interactive

As technology continues to evolve, more companies are adapting and looking to make more elements of their emails animated or interactive. As recipients are becoming increasingly used to some kind of animation or interaction functionality, more and more marketers are using EDPs (email service providers) or AMP technology to include some form of interaction, whether this is surveys, carousels or rollovers, to engage customers throughout their decision-making process.

Whatever the functionality may be, this is certainly something that will increase in use and that marketers should consider to make their email stand out in their target accounts inbox.

Intelligent Personalization will be more utilized

Email personalization has been possible for a long time, but in fact, is something that many marketers do not utilize. Moving to intelligent personalization lies within reviewing your segmentation. Your database consists of several different kinds of people, with different interests, profiles and behaviours, and who all deserve to receive personalized emails based on their interests and needs.

Many marketing automation systems have the capability to provide automated emails to contacts that are tailored and triggered to send based on the pages they visit, the forms they fill in, as well as products they have bought before. This provides the opportunity for marketers to use this data to automatically send emails that could feature 'money off' vouchers for specific products, encouraging customers to re-engage and buy additional products.

Emails will focus on customer experience

Marketers have long lost patience with brand-centric messages, and often demanding more meaningful, relevant and personalized experiences from the emails they receive. We now live in a world of customer experience marketing, which is a newfound focus on the customer and ensuring that companies are truly responding to their customers' needs, wants, and current situation.

A/B testing which has always been necessary for a successful email marketing strategy will be a big part of this. Its important marketers can understand what is truly resonating with their customers, and tools such as our Napier A/B Test Analyser calculator can help you understand what data you can pull valuable insights from. This testing can also help you uncover insights to inform your marketing strategies across all other channels, as you can get insight into your customer thinking and motivation.

The use of AI will increase

Many email marketing and automation providers now include AI features within their platforms to improve personalization, with the aims of improving relevance, engagement and response.  AI can be used to create automation of product recommendations, using the data available from the subscriber to predict which products and content are most likely to be interesting. AI also provides marketers with the opportunity to remove the need for rules-based manual configuration of email campaigns and instead evaluates historical interactions and responses to generate insights for future communications, allowing marketers to improve relevance and messaging of campaigns to generate a higher quality of results.

Although AI is certainly something that is being used by marketers already, we suspect that many more will be looking to take advantage of this technology. With several tools available, marketers don't need to invest big parts of their budget in order to use AI to their advantage. In fact, there are several low-cost AI tools that can help marketers optimize their campaigns without breaking the bank. You can read more about this in our Truth about AI in Marketing blog. 

 

To read the full report and to find out more about the trends expected in email marketing for 2021, please click here. 


Napier Shortlisted for PRmoment B2B PR Agency of the Year Award

We are delighted to share that Napier has been shortlisted for the PRmoment 'B2B PR Agency of the Year' award.

Faced with tough competition each year, we are delighted to have been shortlisted as a finalist. Thank you and congratulations to the Napier team for their hard work in making this happen.

 


Electronic Specifier Announces Webinar Summit

Electronic Specifier has announced a webinar summit, to be held on 1st September 2021. As a one-day event, the Electronic Specifier publishing team has unified their experiences with other virtual shows, conferences and exhibitions to create a unique virtual event for electronics engineers globally.

Due to some mixed reactions regarding the recreation of exhibition halls in the form of virtual booths, the Electronic Specifier webinar summit will take place without the 'lobby' or 'booths; and will instead focus purely on the content.

The event will focus on providing companies with a platform where they can discuss industry trends in electronics, and the latest products and technologies in sectors from Automotive to Wireless; focusing on topics that readers are finding the most valuable from Electronic Specifier's online shows.

The collection of live webinars which are part of the summit will be promoted separately and will be relevant to electronics engineers around the world.
Here at Napier, we think it's great to see more virtual events taking place, with a focus on ensuring high-quality content, and we look forward to hearing what we are sure will be positive feedback from the event.

If you are interested in participating in the event, please contact ben.price@electronicspecifier.com for further information.


all-electronics.de Launches New Website Design

The all-electronics.de website has been re-launched with a new design, offering users a number of new and improved functions.

With a new clean and clear layout, the website has been designed to allow visitors to more easily search for sector-specific information, and now features a company directory, offering users the opportunity to quickly and easily get information about relevant companies.

The website has also been optimized for mobile device users, to address the steadily increasing number of visitors who access all-electronics content via mobile devices. This optimization has prioritized a responsive design, ensuring the all-electronics portal is user-friendly across all devices.

We think it's great to see all-electronics.de making these changes to optimize its website for a digital world. With the new version of the website now live, visitors can explore the new features at all-electronics.de.

 


Electronic Component Show Rescheduled for May 2022

The Electronic Component show (ECS) has been rescheduled to May 2022. With the original show scheduled to take place in 2020, and postponed to 2021 back in April last year; the decision for this latest postponement has been taken due to the ongoing COVID-19 situation.

The new date for ECS will provide exhibitors with the opportunity to meet more visitors at the show in a relaxed environment, with reduced restrictions. With many other electronics or manufacturing events moving trade shows to the last quarter of 2021, this move will allow ECS to host their show without fear of clashing with any other exhibitions.

With the pandemic having affected exhibitions for over a year now, we are looking forward to seeing the return of 'in-person' trade shows, and what these might look like in the 'new' normal.  Further information about the 2022 event is due to be released soon, and you can stay up to date, by visiting the ECS webpage. 


Electronic Specifier Launches Series Three of Podcast

Electronic Specifier has launched series three of its 'Electronic Specifier Insights' podcast.

We've previously reported on Electronic Specifier's podcast, which aims to provide listeners with the latest updates and information about the technology and current progress within the electronics industry. So, we were pleased to hear that the podcast is still going strong with the third series of the podcast now live, covering topics from drone delivery to the Raspberry Pi.

With podcasts now becoming a staple for many publications and companies, it's great to see Electronic Specifier maintain the momentum for its podcast, and continue to provide listeners with the latest from the industry.

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


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.  


A Napier Podcast: Interview with Olivia Kenney - LeadSift

We are delighted to share the latest interview from Napier’s Marketing B2B Technology Podcast.

In our latest episode, we interview Olivia Kenney, Marketing Manager at LeadSift, a sales intelligence platform that generates qualified leads using intent signals. Olivia shares how LeadSift helps B2B marketers solve everyday issues, and how intent data can be used to get ahead of competitors and generate a higher quality of leads rather than a large quantity of leads.

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

Transcript: Interview with Olivia Kenney

Speakers: Mike Maynard, Olivia Kenney

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 episode of marketing b2b technology, the podcast from Napier. Today, I'm with Olivia Kenny, who is a marketing manager at lead sift. Welcome to the podcast. Olivia.

Olivia: Hi, Mike, thank you for having me.

Mike: Thanks so much for coming on. I mean, I'm really interested, you know, can you just give me a bit of background about your career, and what's led you to working at lead sift. So,

Olivia: I've always been very interested in technology and b2b technology, specifically, starting with my last role, which was at kewra, which was another b2b technology companies specifically in engineering requirements, software. And they're I really got a deep glimpse into the challenges behind lead generation, and specifically, the balance between quality and quantity. And it's a lot easier to get a lot of quantity than quality, of course, which is why the opportunity that came from me at lead sift was so exciting, because it's really an opportunity to solve the problems that I was dealing with every day as a b2b marketer. And now with leads that I get to work really closely with the demand generation strategies, and with our customer marketing strategies, and things like that, and it's been really great.

Mike: Awesome, I mean, I love the thought of getting better quality leads, I think, every market has been frustrated with sending a batch of leads across the sales, and then just getting the reply. They're all rubbish. So how do you do it? I mean, what does lead Sif do to ensure that marketers generate that higher quality of lead?

Olivia: Yeah, that's a great question. So at least if we mined the public web for signals that people are looking to buy, so this can be anything from social media, to job boards, to public forums, and we can scrape this information, find intent signals, and then we can actually tie that back to a specific person showing intent. And then we work closely with our customers to figure out their ICP who they're trying to target down to the job title. And then we deliver that that data to them.

Mike: Great. So you talk about intent? Can you just give us some examples to explain what you mean by intent or intent data?

Olivia: Sure. So intent really is any signal that someone is actively in market or looking to buy. So that could be anything from engaging with one of your competitors, hiring signals, adding any technology, anything that shows that they might either be thinking of making a decision, or recently got budget or anything like that, that would put them in the buyers journey.

Mike: Okay. And you're talking about the public web. So you're looking at social media for that, or looking broader.

Olivia: Yeah, social media is a big part of it, but it does go broader. So social media, anything that you could find, manually, we can just do it at a much larger scale. So social media, public forums, job boards, websites, anything like that.

Mike: Interesting. And, I mean, the thing I found fascinating about your website was you talk about intent data at the contact level, can you just explain what other people are doing and then then what you mean by contact level intent data?

Olivia: Sure. So to start kind of out as as a broader seen other companies in the space can find intent signals at a company level. So they can tell you, for example, someone that IBM is, in market to buy. The difference is that leads if we can tell you, the director of data science at IBM is looking to buy. And this is so valuable, because it really narrows it down and make sure you're a talking to someone that is in your ICP, and be talking to the actual person that is interested in in market so that you're not playing a guessing game of who is the right person to reach out to.

Mike: And presumably, when you look at bigger companies like IBM, I mean, that's really important because IBM so big, there's probably someone in IBM looking to buy almost anything at any one time. Is that is that is that the challenge people come up with?

Olivia: Yeah, that's exactly it's so hard to know, who is looking at what so we're able to actually narrow it down and say, and often it's more than one person, which is great because that's a stronger signal of intent. But it's really great to be able to narrow it down and not only tell you who but also be able to tell you what their email addresses how you can reach them, their LinkedIn profile, all of the necessary information including exactly what signal of intent we found for that specific person.

Mike: Okay, and you talked a lot about ICP. So the ideal customer profile. Are you filtering all the signals of intent down to just providing the the People who are who fit that customer profile? Or are you doing something a bit more? Maybe, you know, helping companies understand who their ICP should actually be?

Olivia: Yeah, that's a great question. So we work to narrow down to your ideal customer profile. So you give us all of that criteria, all those criteria, and then we look at these companies that fit, also your ICP, so the industries you're looking to sell to the size of company, location. And then it's not a way to determine your ICP, it's a way to target them. So we provide data that matches your pre existing ICP.

Mike: Perfect, so you've got to understand who you're trying to sell to, because that's one of the ways you filter this intent data. Is that is that the right understanding of it?

Olivia: That's exactly right. And there are instances where, for example, a company might be showing intent. And it's not necessarily the specific person in your ICP and the specific persona that you're looking for. And in that case, we can give additional contacts within that organisation that do fit your ICP so that you're always reaching out to the person that is the best fit for you.

Mike: Great, great. I mean, one of the things I've heard about in 10 data is actually it's just lead scoring. Is that right? Or are you doing something very different?

Olivia: Yeah, that’s, that’s a great question. So intent data can definitely be an important piece of the puzzle when it comes to lead scoring. It's definitely something that should be used and majorly considered. But it's so much bigger than that, especially when you're looking at the contact level. It is super actionable. In terms of email outreach, ad targeting ABM for prioritisation and personalization. So, as much as I do think it is important to us in your scoring, and we actually provide an intent score specifically with each lead. It's, it's really an integral part of our marketing strategy. And I actually consider it as its own channel alongside organic or direct or paid spent.

Mike: Interesting. And does that mean that what you're doing is you're actually generating a lot of very time specific data with with intense I mean, is that is that the big difference? You know, people are showing they want to buy now rather than, you know, perhaps have an interest in a product and maybe in a year's time?

Olivia: Yeah, exactly. Exactly. Timing is everything. And it's a really great way to be able to action leads, while they're relevant while they're looking. And before they choose one of your competitors. Basically.

Mike: I think that's a great point. I mean, we talk to our clients a lot about, you know, speed through the funnel. And, of course, the big issue is if a client chooses a competitor doesn't matter how good your marketing is, if you're too late, you're never going to win. And I think, you know, that that's a great use of intent data.

Olivia: Yeah, exactly. And we can tell you, specifically, when someone is engaging with one of your competitors, that you can kind of swoop in and beat them to the punch.

Mike: Wow. So you find out how people are engaging? How, How'd you do that? I mean, I guess you're not, you're not spying on them or waiting for them to call, you're looking at what they're doing on the web. Is that right?

Olivia: Yeah, exactly. And there are definitely some nuances to it. As much as I wish this happened. Most people don't just raise their hand and say, Hi, I want to buy your product. I'm talking to a competitor XYZ. Here I am, email me. Unfortunately, that is not how it works. But we can look at signals based on social media engagements, following comments, things like that, that are publicly available. And then we can determine based on those and other signals, that someone is engaging with your competitor.

Mike: Great, so. So maybe we can make this more tangible and understand, you know, what, what a signal would be I mean, if you're, for example, looking for a marketing agency, I mean, what are the things that lead Sif would pick up on you doing on the web, that would show that you've got intent to hire a marketing agency? Sure.

Olivia: So there are a number of things that could be engaging with your competitors, or engaging with topics surrounding your use cases. That's really the way I like to frame our keyword search is less about what you provide and more about what you sell for. And then some other options would be like your hiring signal. So for example, if you were looking to sell to an agency, you might see that they just hired a new marketing manager or something like that the person that would be your key user, and that would show that they probably have new budget and a need for a new tool. So that's a perfect opportunity to kind of swoop in and know exactly who to reach out to within that company.

Mike: Interesting. So I guess in a way, people who use LinkedIn Sales Navigator get like very basic sort of intent data because they'll get these new hires appearing in their feed is that is that a similar concept or be a little bit similar?

Olivia: Yeah, that's that's a similar concept, definitely, we can do it just more at scale, and then with the contact data on top of that, so it's definitely something that really goes well, when you have tools like Sales Navigator to work in tandem with intent data.

Mike: Cool. Okay. Um, so how does a marketer work with leads? If I mean, I mean, do they just turn up and say, you know, these are the companies I'm targeting? This is this is my customer profile in terms of job title. And these are the things that relate to my industry, the keywords?

Olivia: Yeah, like, that's a great starting point, it definitely depends on their use case. For example, me personally, I, I use our data, of course, in my own marketing strategies. And one of my favourite ways is to use it for ad targeting, because it can be super hard to target in b2b, through ad platforms to reach the actual people that you want to. So yeah, so you determine what your use case is going to be. You figure out your keywords, your competitors, location, give all that to us, we build your campaign, and then you start receiving the data.

Mike: And how does that data appear? Is that a list of companies you should approach or you really just down to, you know, directly giving the contact?

Olivia: Yeah, we give full contact level data. And that can either come as a CSV or directly into someone's here, I'm a marketing automation tool, which makes it super actionable, and easy to track. But yeah, we give everything first name, last name, industry, job title, LinkedIn, profile, URL, email, phone number, really any contact level information you can think of?

Mike: And that sounds like that's, that's pretty much sales ready? I mean, do you see the marketers, you know, running lead sift to generate the leads, and then they, they get handed off to sales or marketers doing more with the leads before they consider themselves qualified.

Olivia: I always recommend multi-touch approach. So I think the best way to do it is to get as many touch points as possible. So that includes running ads to make sure people are aware of you sending them marketing, nurture, emails, things like that even sometimes building your content strategy around engagements that you're seeing, but then simultaneously giving those leads to your sales team. And then in a more personalised way, reaching out to them is the best way to see success.

Mike: I love that idea. So you're saying that you can watch the your competitors content, find out what prospects are engaging with, and then create the content that excites the prospects is that is that that what you're saying?

Olivia: Exactly. And even seeing the topics that they're most often engaging with, and even down to? Okay, my leads in this industry are specifically super interested in this one topic. We don't have a tonne of topic or content about that. So let's produce them and make sure that we're giving them exactly what they're looking for. Because we have that insight now.

Mike: Perfect. And you mentioned that people use lead sift in tandem with LinkedIn on LinkedIn Sales Navigator. In terms of the other activities, are they also working, you know, alongside an advertising platform? I mean, what are the sort of other tools that tie into your lead sift campaign?

Olivia: Yeah, so we have quite a few integrations with CRM and marketing, automation tools. Specifically, Salesforce is our is our biggest direct integration. And then we also work, you can always leave in most of the common ad platforms. So anywhere that you can upload a list to create an audience, you can easily access. So Google ads, Facebook, LinkedIn, ad roll, really, wherever you're building your audiences, you can build ads campaigns to specifically reach those people. And actually, for ads campaigns, specifically, we give up to five emails per contact. And those include personal emails instead of just the business emails that we provide in our other campaigns. And that's to increase our match rates on the outs platforms, because most people aren't signing up for LinkedIn with their athletes. yp.com or whatever their work email is.

Mike: Interesting. So you're doing what some of the ABM platforms are doing and matching personal or business emails together within your own leadership platform.

Olivia: Yeah, exactly. Just to increase the match rates on those platforms.

Mike: Awesome. So. So in terms of approach, you know, it all sounds very easy, but is there kind of a best practice approach or a process people should go through to really make lead generation effective?

Olivia: Yeah, definitely, I think when it comes to lead generation, multi touch approach is always the best way to go. Making sure people are aware of who you are, before they get those sales emails is one of the easiest ways to make sure that they're ready for you to talk to them, because you don't want to jump the gun and go into early and then turn them off from what you're trying to sell to them. So I think a multi touch approach is definitely a best practice when it comes to lead generation and really knowing your ICP Making sure you have those processes in place to understand who your most successful customers are and targeting people like that. So that it's all about quality over quantity.

Mike: Yeah, I love that you're back to that quality over quantity, I think something that, that every marketer, and also every salesperson would love to hear. So that's great. I am interested to know, I mean, one of the things that obviously concerns people listen to the podcast in Europe is GDPR. I mean, how, how easy or difficult is it for you to be GDPR compliant?

Olivia: Sure, so leads were actually GDPR compliant because of something called reasonable interest. So since we're mining this from the public web, and it's all publicly available data, we can determine that people are interested enough that you're allowed to reach out to them, obviously, making sure you still have an unsubscribe button and things like that, to be compliant are super important. But in terms of GDPR, with the contact data, it's all actionable within compliance.

Mike: And the reason that you're able to claim legitimate interest, presumably, is because you're so targeted, you're so specific, you know, these people are, are reasonable targets to go after.

Olivia: Exactly. So since we can say, well, this person did this specific action on LinkedIn publicly, we're allowed to then target that person.

Mike: That's, I mean, that's great. And I think that's, that's probably very reassuring for a lot of potential European customers. I mean, tricks like do you do you get a lot of pushback from potential customers worried about GDPR? Or when they understand the process to do they? Do they, you know, accept it and feel confident that there's no issue?

Olivia: Yeah, I mean, we definitely have people, especially in the early stages, that have had concerns, but it's all about how you action the data, so as long as you're acting in a compliant way, and sometimes that means like, sending sales emails first, before sending bigger marketing emails, and targeting them with ads first, and letting them come to you. There are ways to make sure it is like as seamlessly compliant as possible. So once people understand that process, and do it that way, then it's worked really well.

Mike: Interesting. Um, are there particular industries where lead sift is more effective? I mean, it seems like, like maybe some industries, you'd be more likely to engage in discussion about them than perhaps others.

Olivia: Yeah, so our the main people that we targeted the main people that we see having the most excessively, except our other b2b technology companies, usually in the middle, like mid range, like 50 to 5000 employees, even that mid range, and b2b Tech has really seen a lot of success with leads.

Mike: And that's presumably for a couple reasons. Firstly, tech, because people tend to engage with content around technology on social media, so you can see the intent visibly. And secondly, because if you're an IBM, people who can afford to buy from you probably come to you anyway. So there's, there's less value is that? Is that a reasonable understanding of why it's that mid range?

Olivia: Yeah, you could say that I think it definitely. The b2b space is, first of all super important because we're providing other businesses data, and tech, I think it's just the nature of how marketing strategies unfold in b2b tech. It's a lot of ads, email outreach, things like that, that is really cohesive with what we do. The other audience that actually has seen a lot of success with lead sift our b2b marketing services company, so anyone doing any kind of lead generation content syndication, appointment setting, they've really seen a lot of success with leads of by using it to add value to their clients packages, and booking more ICP meetings for them.

Mike: Fascinating. And then presumably, if you look at things like the military sector there people have not engaging publicly, and it's not really a market for for lead sift.

Olivia: Yeah, exactly. Exactly.

Mike: No, that makes sense. So. So it's great that most people listening to the podcast in the b2b tech market. So we've definitely got the right guest on today. And I think people who've listened to this, I mean, they'll be fascinated, they'll be thinking, well, it doesn't sound very hard to do. It certainly makes sense to me. And the idea of quality over quantity is something that I think more or less all marketers or salespeople, as I said would be, you know, would be delighted to hear so I guess the next question everyone's gonna ask is, is it a super expensive technology then?

Olivia: It's, it's not it's not we don't charge per lead or anything like that. It's a standard monthly rate. It typically starts around 15 $100 a month and you have unlimited leads with that.

Mike: Wow. So that more use The more value you get from the platform.

Olivia: Exactly, exactly.

Mike: So yeah, so very reasonably priced. And then you say it starts from that to people then buy more features more capabilities, or do they buy support and consulting? I mean, how would people spend more money?

Olivia: Sure, that is a great question. So one of the ways that it might be more than 1500 is if you need additional categories, or you have additional use cases, for things like that it's, it really changes based on use case, and how much data you need specifically,

Mike: Absolutely makes sense. If you're a big industrial conglomerate with, you know, 20 different markets you're addressing, they're all completely different, then you're going to need much more in terms of support from lead sift, than you would if you're a very focused tech company, just selling one product, one market.

Olivia: Yeah, exactly. So we often sort our data by category, and you get a certain number of categories when you sign up. And if you need more, or, for example, if you are an agency using us or a partner of ours reselling our data, then that obviously scales that way.

Mike: Absolutely. Absolutely. Makes sense. So I guess, you know, we're coming towards the end of the interview, I'm going to be cheeky, you've obviously done a lot of lead generation, you've seen a lot of lead generation. So other than using lead safe, which I think goes without saying as being a top tip for improving lead generation. And do you have any other ideas or thoughts about how b2b companies can actually do a better job in terms of lead generation, and particularly in terms of improving quality?

Olivia: Definitely, I think something really important that I've learned more and more over the last year is not getting caught up in attribution. It's so hard to track attribution, especially in its space. For example, we had a lead come in about a week ago. And the way they found us was one of their colleagues had seen one of our ads, they were calling didn't click it, we never could have traced it back to them. And then he told his colleague about it, who then searched us and it looked like the lead came in through direct traffic, even though it did originally from an ad. But it's so hard to know exactly where leads are coming from, I think it's more important. Like the bottom line is more important for me, at the end of the day, as a b2b marketer, revenue is number one. So if that means I put more ad spend in and I see organic, increased direct traffic increase, just an across the board increase, I value that because a lot of times you can spend more on ads, and you don't necessarily see an uptick in leads from ads. So I think not getting caught up in attribution is really important. And another important thing in b2b marketing is understand that marketing doesn't end when someone becomes a customer. It's a full cycle. And your messaging just changes as people travel through the buyers journey. But marketing doesn't stop.

Mike: I think particularly the the comment about attribution, people will love I know, my experiences as a marketer is even when you can produce really clear evidence of you know, how that prospects engaged, the lead will go to sales, and it will be entirely down to a sales relationship. And anything we'll have done, if the lead turns out to be a big customer will be completely irrelevant. So the fact we don't have to stress about that, I think it's really great.

Olivia: Definitely, I think more people are starting to understand that which is, which is great to see.

Mike: So, I mean, I guess the other question is, what do people do wrong? I mean, do you see any any consistent mistakes that people should avoid?

Olivia: Yeah, I think sometimes people can get caught up in models and frameworks, and kind of an analysis paralysis, where they spend so much time trying to make sure that they're doing the right thing that they don't end up doing anything. So I think it's more important to just do something, learn from that iterate on that process. And if it doesn't work, fail fast.

Mike: Brilliant, that's fantastic advice. So having listened to this, if people feel that, you know, lead sift might be a great product for them, they want to improve the quality of the leads, they want leads to arrive when when customers are ready to buy, I mean, how would they go about evaluating the lead Sif platform, and really, you know, getting to the point where they know whether or not it's the right product for them?

Olivia: Sure. So the best way to do that would be to go to our website, which is Leadsift.com and book a demo. Alternatively, you can find me on LinkedIn, Olivia Kenny, and ask me any questions and we can take the conversation from there.

Mike: Well, that's amazing. So I mean, thank you so much for your time and for your, your great insights on lead generation. We've actually recently done a survey of b2b marketers, trying to understand what the priorities are coming out of COVID. And not surprisingly, lead generation was by far the most important priority. So it's very timely to be able to talk to you so thank you very much for your time.

Olivia: Thank you so much for having 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.


Growth Acumen Podcast Interview: B2B Sales and Marketing Trends in 2021

Napier's Managing Director Mike recently sat down with Steven Norman, owner and host of the Growth Acumen podcast, which aims to help B2B sales leaders upgrade their knowledge and skills.

In the podcast interview, Mike and Steven discuss marketing campaigns that deliver a sale advantage, and how Napier strives to align the sales and marketing functions in order to drive targeted, high-value results.

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.


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!