Semtech's Lauren Roady - Marketing Expert Interview

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

In which marketing activities do you specialise?

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

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

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

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

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

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

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

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

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

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

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

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

What are your 3 biggest marketing challenges?

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

Tell us about the best campaign you have ever run.

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

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

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

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

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

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

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

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

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

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

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

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

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

 


Napier Joins Eurocom Worldwide as UK Member

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

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

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

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

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


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

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

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

We would like to congratulate Vicor on this fantastic result!

 

 


EETech Media Relaunch EE Power

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

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

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

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

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

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

 


From Intern to Business Development Manager

I think its fair to say that my journey at Napier has been a successful one. I originally joined the team back in 2016 as a Summer Intern, which was my first real insight into the world of PR and Marketing.

As I headed into my third and final year at Bournemouth University, Napier offered me the great opportunity to stay on as an intern and work one day a week, as I finished my degree in Media and Communications.

Being an intern at Napier allowed me to see theory in action and gain a vital understanding of the day-to-day running of the business, as well as helping me understand what would be expected of me as I left the student world behind.

After completing my degree, I was thrilled to be asked to join the team full-time as Marketing Specialist, with a 50/50 focus on supporting Napier’s business development activities and client work. My daily activities included writing content for Napier, updating the website, as well as content writing, and organising and creation of ads for our clients.

The great thing about working at Napier, is that the management team guide you and give you time to understand what aspect of the job you both like and excel in the most. For me it was obvious that Business Development was the route I wanted to go down, and once I had made that clear, the management team were fantastic in letting me know what I needed to achieve in order to reach the next step in my career.

In September 2018, I was promoted to Business Development Manager, and was entrusted with the responsibility of running the business development activities for Napier, including our sales strategy, lead nurturing, content marketing and building relationships with existing and potential new clients.

Now in the second year of my role at Napier, I feel privileged to be part of a company that provides a clear path of progression for their staff and puts its trust in young people to help them kick-start their career.

I know that my journey to where I am today, would not have progressed as quickly or successfully without the amazing support and training I received from both management and my colleagues. It’s true what they say, “find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life forever”. (Amy Poehler)

 

At Napier we always looking for new people to join our team. If you want to work at a place that challenges you to be the best version of yourself, get in touch today, and find out if Napier is the right place for you.


6 Tips to Getting Started with Marketing Automation

Marketing automation can provide B2B marketers with the opportunity to market more efficiently, quickly and successfully. But making the commitment to purchase a marketing automation platform can be a big decision, and B2B marketers can find it daunting to understand where they should begin, with such a wide range of resources available to them.

It’s important to have a marketing automation strategy in mind when getting started. If you don’t, its easy to get lost in the wonderment and capabilities of a marketing automation platform, without achieving any real results.

Here at Napier, we are keen supporters of marketing automation and have experienced first-hand how it has improved sales for our clients. This is why we’ve pulled together our top six tips to help marketers use marketing automation systems successfully from the beginning.

Marketing Automation must be strategy-led

As with all marketing initiatives, the implementation of marketing automation needs to be strategy-led in order to be effective.

You need to understand where marketing automation fits with your overall marketing strategy plan, and it simply boils down to one question ‘What are you trying to achieve?’.

Whether its lead nurturing, or an increase in sales,  its vital to know what you are trying to achieve, in order to understand whether you are being successful.

Focus on your pain points first

B2B marketers can often fall into the trap of trying to fix every problem at once. With marketing automation it’s important to focus on your true pain points, and get the basics working first.

Marketers should look at getting basic templates in place and start with launching campaigns that achieve simple ROI-focused goals. This could include a simple goal such as save time, reduce labour costs or increase leads.

Whatever the campaign or automation, they should be easy to measure and report, so you can understand what works, and what you should change moving forward to achieve even better results.

Optimise at every stage of campaign creation

Once your marketing automation campaigns are up and running, it can be easy to push them to the sidelines as you look forward to the next big step.

You should be consistently checking the performance at each stage of your campaign creation, and optimising each element based on performance.

Remember poor processes don’t move a prospect through the funnel, and weak messages don’t engage your audience.

Marketing automation systems offer great reporting features, and you should keep a close eye on performance, to understand how you can refine and optimise each stage of automation process moving forward.

Align sales and marketing

To gain the best results from marketing automation, your sales and marketing teams need to work together towards one common goal.

Marketing teams should work closely with sales to determine and implement best practices for content, lead nurturing and lead scoring. This will mean only the most qualified leads are sent to sales and will help both the sales and marketing team identify where the customer is in the buyer’s journey.

Aligning the sales and marketing teams will also help bridge the information gap between the two teams. Marketing automation provides a great opportunity for all information to be in one place, where sales can learn what marketing activities have driven leads to the company, what they want, and the best way to convert them into customers.

Understand your customers

Marketing automation can provide a great advantage to your marketing efforts, as it allows you to deliver the right message to the right person, at the right time. However, the system can only do this successfully is if you have identified personas in place.

Having identified buyer personas is vital to allowing the system to do its job, as they provide you with a great advantage to deliver messaging and content based on that specific persona’s attributes and behaviour.

For example, setting up workflows based on personas can be a great way to follow up with customised emails with content that you know will be of interest to them.

Don’t’ get overwhelmed – ask for help!

This may seem like an obvious tip, but with marketing automation platforms having such a wide range of capabilities, and without the right training or resources, it can be easy for B2B marketers to get overwhelmed when onboarding with a new system.

Luckily, you are not alone. Onboarding and getting used to a new system can be tricky, and there are plenty of resources available to help with any queries you may have.

Here at Napier, we work closely with our clients to help them with the tricky process of onboarding and getting the system set up. From getting the system running, to creating your basic templates, Napier can help you iron out any issues you may have.

 

If you’re looking to implement marketing automation into your strategy or have any questions you’d like to ask us. Why not drop us an email, we’d love to help you.


Value of Video in 2020

Over the last few years, its clear that video has become a key marketing tactic, and with the digital landscape continually shifting, marketers have no choice but to deliver their content the way consumers want it.

Yet, some marketers are still hesitant in investing a significant amount of their budget in video. If your still wondering whether a video investment is right for you, check out our infographic below that shares some key video marketing stats, to prove why 2020 is the right time to make your first marketing video.

 


PCB Design and Manufacturing Live Returns for 2020

PCB Design and Manufacturing Live has announced its return for 2020, taking place on Thursday 12th March at the British Motor Museum in Gaydon.

Organised by MA Business, publishers of New Electronics; the show is the UK's only dedicated PCB design, manufacture and test event, providing visitors with a comprehensive programme of CPD-accredited seminars, and the opportunity to network with PCB experts and over 120 market leading suppliers offering innovative new solutions and interactive product demonstrations.

With the show in its third year, research has revealed that more than 40% of all visitors are there to solve a specific query related to PCB design, test or manufacture. “PCB Live is unique in the electronics industry” commented Peter Ring “and not just because it showcases everything connected with PCB design, test and manufacture. This is a real problem solving event: small enough for visitors to get around in a couple of hours without missing anything, yet big enough to offer a selection of solutions, ideas and inspiration whatever the needs of the visitor”

PCB Design and Manufacturing Live is co-located alongside three other specialist engineering technology events under the overall banner of the Engineering Solutions Live event. All pre-registered visitors will receive a free entry pass to the British Motor Museum where 300 iconic vehicles marking the path of UK automotive design and manufacturing excellence may be viewed.

For further information, and to find out how you can attend. Please click here.

 


5 Best Practices for Social Media

There’s no denying that social media has gained momentum and is quickly becoming a key element for many B2B marketers when putting together their marketing strategies for the year ahead.

But with 2020 in full swing, how can you ensure that moving forward your social media strategy will ensure success?

We’ve pulled together five best practices for social media you should consider, in order to achieve optimal results from your social media strategy.

Identify the most effective channel for your audience

It’s important to understand that one social media channel may be more effective than the other. Identifying where your audience spends the most time, is important to ensuring that your messages are making an impact and being seen by the right people.

With LinkedIn leading as the most effective social media channel for B2B marketers (a staggering 92% of marketers were recently reported as leveraging LinkedIn over all social platforms), its crucial for marketers to recognize where their target audience is already engaged, and focus their budget and time on cutting through the noise on that platform.

Establish your social media voice and tone

How do you want your customers to perceive you? Creating a strong, and consistent voice is key to building a real relationship with your audience.

What does your company stand for? What makes your brand stand out? How are you unique? Make those elements of your business the inspiration for your online voice.

Be sure to share relevant, and informative content that encourages conversation. Social media provides you with a line to talk with your customers directly, so ensure your tone is conversational and relatable. You want your customers to interact!

Remember, your tone and voice must stay consistent across all social media platforms, you want customers to have the same experience no matter where they encounter your brand.

Personalise your brand with the showcase of employees

Several B2B companies already do a great job of showcasing their employees and success. By highlighting your employees, you allow the audience to put faces to the company and ultimately personalizes the brand.

This is important for both small and big B2B companies, as people are the heart of your business, and sharing this information creates a great perception of your company culture.

Showcasing your staff can also increase your reach and engagement. For example, instead of posting a photo of your product, why not post a photo of the developers behind it, a photo which would likely be shared on those developers’ social networks as well.

Experiment with content and posting times

Paying attention to what’s working and what’s not in terms of post timing, format, creative, and content, is the only way you can continually evaluate and enhance your strategy for success.

Experimenting with content and posting times is an important step in understanding what works for your company.  Every audience is different, so you should run experiments and examine audience insights to figure out what works best for your brand.

By listening to your audience, and regularly checking the data of your performance, you can adjust your tactics quickly and efficiently for optimal success.

Keep an eye on the competition

Competitors can give great inspiration for your social activities and offer you an opportunity to learn from what they are doing and understand what you can do instead.

Competitor analysis can provide great insight into which channels or networks competitors are focussing on, which type of content gets the most traction from their followers, and their posting frequency.

This is all information you can use to your advantage, as remember, your competitor’s weakness can be your opportunity.

Conclusion

It’s fair to say there is no one ‘right’ approach to handling your social media strategy. As a B2B marketer, it can be challenging to find and connect with your target audience. Fortunately, best practices are in place to help you achieve the optimal results from your strategy.

If you have any questions, or want to find out how Napier can help you with your B2B Social Media strategy, why not get in touch, we’d be happy to answer any questions you may have.

 


New Distribution Editor at Elektronik

Congratulations to Julia Lamml, who has been confirmed as the new Distribution Editor at Elektronik.

Julia takes over the role from Cornelia Meier, and her key interest areas include: digitization, business development, strategic management and positioning, trends in electronics development and services for developers.

We wish her the best of luck in her new role.

 

 


The Electronic Component Show Confirm Details of Dual Seminar Programme

The Electronic Component Show has confirmed the details of its dual seminar programme for 2020, revealing what visitors can expect from the conference.

Taking place on the 14th May 2020, the new one-day event aims to bring design engineers and purchasing professionals together with component manufacturers and distributors to source new products, solutions and contacts.

Starting at 10.30am, the seminar programmes will be split across two suites. The first suite (The Engineering Theatre) will feature non-technical seminars for buyers and purchasing professionals, and suite two (The Purchasing Feature) will feature technical seminars for designers and engineers.

The Engineering Theatre will offer seminars covering some of the hottest topics and presented by experts in these fields including:

  • An Approach to Designing Resilient, Robust and Reliable Secure Systems
  • Engineering Part Selection and Supporting a Rapid Prototyping Environment
  • Don’t Put Your System and Data at Risk with USB Technology
  • Why Thermal Simulation is a Must for Electronics Design?

The Purchasing Theatre will feature seminars that cover topics which are prominent answers to the “What are your biggest concerns with regards to sourcing electronics?” in the yearly reader research conducted by Electronics Sourcing. Seminars include:

  • Component Obsolescence – How to Minimise the Costs and Risks
  • Avoiding Counterfeit Components – How to Manage and Mitigate Risks
  • Global Component Distribution: Safe-Supply in a Volatile Marketplace

As the event launches for the first time this year, we are looking forward to hearing feedback from visitors, for which we are sure will be positive about the success of the show.

For further information about The Electronic Component Show and how you can enter, please click here. 

 


ETN Announces Embedded Conference Finland for 2020

ETN has announced its 4th annual Embedded Conference Finland for 2020. Taking place on Thursday 4th June at the Lighthouse in Akavatalo in Helsinki, this years conference will focus on the topics of embedded devices and code security.

The event will feature a technical programme and keynote speakers, with Jarno Limnéll a cyber security professor at Aalto University already confirmed, who will provide an introduction to security and why it is such a critical factor.

ETN are currently looking for sponsors, presenters and exhibitors, so if you'd like to get involved, get in touch with Editor-in-Chief Veijo Ojanperä at [email protected], or Sales Manager Anne-Charlotte Sparrvik at [email protected] for more information.


EETech Launches New IC Design Centre

EETech has unveiled the latest addition to its All About Circuits (AAC) website, with the introduction of its new IC Design Centre for IP Cores.

The IC Design Centre follows the recent redesign of the AAC website, and will provide up-to-date, open-source technical content and design tools that will speak to engineers at any level of IC design.

With IC Design information often being challenging to find without widely available technical resources, EETech reached out to experts to bring the centre to life. “Expanding to IC design has allowed us to work with specialists in the field to provide engineers with high-level, extremely accurate information built by their peers,” commented Kate Smith, Director of Digital Content for EETech “With their help, we have created an accessible, comprehensive, and in-depth repository of information for IC designers.”

In addition to technical content, designers will also have access to a vast open-source library of IP cores to aid in the IC design process.

For further information and to view the IC Design Centre, please click here. 


Electronics Weekly's BrightSparks Programme 2020 Opens Call for Entries

Electronics Weekly, in partnership with RS Components, has announced that its 2020 BrightSparks programme is now open for entries.

Electronics Weekly, which celebrates its 60th birthday this year, formed the BrightSparks programme back in 2017 to celebrate the achievements of the most talented young people in UK electronics. With the aim to showcase the young talent within the industry, the BrightSparks programme is looking for people to nominate themselves, or a deserving colleague or friend between the ages of 18 and 30 who are already making a difference in the first years of their working life, or who are still studying at college or university and will be the people shaping UK electronics in the years to come.

A selection panel featuring judges from across the industry will shortlist the entries on Tuesday 17th March 2020 at RS Component's King Cross HQ, with the awards ceremony taking placing on Monday 4th May at the IET at Savoy Place.

Here at Napier, we are firm supporters of celebrating success at any stage of your career, and we think its great to see Electronics Weekly inspiring the next generation of engineers. With the industry's well-publicised skills gap, this programme is a great way to raise awareness of the fantastic work young engineers achieve, and ultimately encourage engineers for the future.

For further information on the Electronics Weekly BrightSparks programme and how you can enter, please click here. 


Paige West Announces Promotion to Group Editor at IML Group

We were pleased to hear the news that Paige West, a well-known name amongst the Napier team, has taken on the role of Group Editor at IML Group.

Paige will be looking after Design, Products & Applications magazine, Connectivity 4IR and PBSI Magazine.

We would like to congratulate Paige on her promotion, and we look forward to watching her thrive in her new role.


Napier Named in Top 10 HubSpot Consulting/Service Companies

Here at Napier its no secret that we are a HubSpot agency partner, and as such huge advocates of the HubSpot platform. This is why we were delighted to be approached by Marketing Tech Outlook and asked to feature in their special edition of the 'Top 10 HubSpot Consulting/Service Companies' for 2019.

After careful consideration, we decided the most valuable information we could share with their readers, is how Napier uses a unique approach to help clients utilise tools like HubSpot to increase the speed prospects travel through the funnel.

To read our full article please click here, and why not get in touch to let us know your thoughts on our approach, or to find out more about how we can help you.

 

 


Registration Now Open for The Electronic Component Show

Earlier this year, we wrote about MMG Publishing's launch of its new event, The Electronic Component Show (ECS). Due to take place on the 14th May 2020, at the Double Tree Hilton Hotel, Stadium MK in Milton Keynes; the one-day event brings design engineers and purchasing professionals together with component manufacturers and distributors for a table top exhibition and dual seminar program.

The show will focus on a broad spectrum of electronics, offering two conference programmes. The Engineering Theatre will cover the latest trends in the sector and how they can be implemented into product design; whilst the Purchasing Theatre will cover topics of interest to visitors who purchase electronic components and services.

ECS will also feature a industry first: the Obsolescence Clinic. Inspired by Electronics Sourcing UK's annual reader survey, where component obsolescence and End of Life was identified as a regular topic of concern; the clinic will be held by Rochester Electronics, a world leader in EOL solutions, and will offer design engineers and buyers the opportunity to speak with a fellow expert about managing obsolescence and minimizing the risk on specific projects.

With registration now open, more details of the seminar programmes will be revealed soon, as organizers promise seminars that will offer real life solutions to real life problems, providing important lessons for their visitors.

To find out more information about the event and how you can register please click here. 

 


IML Group Announce Special Print Edition of Connectivity

IML Group has announced a special print version of its online portal Connectivity. The portal currently provides readers with the information they need to get the best out of Industry 4.0 and the IIoT.

In celebration of Connectivity's second year anniversary, the editorial team are putting together a special print version that contains the best content produced so far; providing readers with a fantastic insight into the Industry 4.0 space, as well as acting as an ideal guide to those just starting out in their Industry 4.0 journey.

To read the full magazine, please click here.


EETech Announce Acquisition and Rebranding of Control.com

EETech has announced its expansion into the automation field with the acquisition and re-branding of Control.com; now known as Control Automation.

Control.com was originally founded by Ken Crater in 1994, growing from a list of automation professionals, and migrating to the web in 1999. Now, Control Automation is an automation-focused community with over 35,000 members, and provides professional development for engineers through industry news, technical articles, and active forums.

As part of incorporating Control Automation into it's portfolio, EETech has welcomed Christina Schmidt as Global Sales Director of the company’s Automation Group. Christina joins the team with more than a decade of experience in the automation industry and with a clear vision on how to move forward and maintain Control Automation’s online presence. She commented “I’m thrilled to join EETech at a time when it’s growing so much, and I know that there are big things ahead for Control Automation. The community on that site is truly something special, and we take very seriously our responsibility of growing the site while respecting what made it great in the first place.”

With Control Automation joining EETech's other sites such as All About Circuits and Maker Pro, it's interesting to see EETech make this move away from electronic design and expand their coverage outside of the sector. Adam LaBarberea, co-founder and CEO of EETech has certainly considered this, commenting "One of the most exciting parts about acquiring Control Automation will be the opportunity to reach automation experts and serve a completely different industry than we do with our other sites.”

For further information, please view Control Automation's website. 


Datateam Business Media Acquire Electronics World

Datateam Business Media has announced the acquisition of Electronics World; as the publication joins the company's comprehensive product portfolio, alongside a range of leading publications, websites and events across various B2B and healthcare sectors.

Louise Pudney, Business Director at Datateam Business media commented “We are delighted to welcome Electronics World to our group of publications. It’s a highly complementary and attractive acquisition for the company and will enhance Datateam’s strong presence in the Electronics industry. Critically, it fits our clear acquisition model by presenting significant opportunities for cross-selling additional Datateam services and will help us support this thriving industry.”

At Napier, we were pleasantly surprised to hear news of the acquisition. This move not only gives Electronics World a new home, but also shows Datateam's commitment to growth; something that we are sure will yield positive results for the industry, and we look forward to seeing the direction Datateam takes the publication in the near future.


Mark Allen Group Welcome Charlotte Hathway as New Deputy Editor

Publishing house Mark Allen Group has welcomed Charlotte Hathway to the team.

Charlotte joins as an Deputy Editor and will work across Critical Communications Today, Land Mobile and New Electronics magazines.

We wish her the best of luck in her new role.


Theo Van Gelder Announces Retirement

We were sad to hear that Theo Van Gelder, a well known figure and journalist in the electronics industry, will be retiring at the end of this year.

With Dutch publishers continuing to struggle in an increasingly marginal market, Theo has made the decision to retire early and focus on sailing and his many other hobbies from the beginning of 2020.

We wish Theo all the best for the future, and a happy retirement!


Napier's First Trends Webinar

Here at Napier we've decided to take a new approach to sharing our insights of the industry, with our first recorded trends webinar! Our webinar focuses on the latest marketing news and trends including:

  • Some good news about the financial performance of the B2B publishing companies in Europe
  • The implication of layoffs at Aspencore, the largest global publisher of titles for the electronics design industry
  • News from Inbound 2019 about the growth of Account-Based Marketing (ABM)
  • Other ideas from Inbound 2019, including LinkedIn tips and sales emails as part of marketing nurturing workflows

Give our recorded webinar a listen today and get in touch to let us know your thoughts! You can also follow along with our webinar transcript featured in this blog below.

Webinar 1: B2B Marketing Trends October 2019 Transcript

Hannah: Hello everyone, welcome to our first recorded webinar on the latest trends in the industry. Trends in the industry something we look at quite regularly so we thought would be a good topic for us to chat about. I'm Hannah, the Business Development Manager at Napier, and I'm with Mike, Managing Director of Napier. Mike, let's start with what you think is the most interesting research, we’ve completed this quarter.

Mike: Well, the really interesting thing we did was we actually asked B2B publishers how well they're doing. And I think, you know despite what you hear, and clearly the market isn't easy. But things are not as bad as you might think. And in fact, of all the B2B publishers we talked to 68% grew revenues suggesting they're all in pretty good health.

Hannah: Were you surprised by the results. Is it what you were expecting?

Mike: No, I think when you listen to publishers you do hear you know tales of woe and you know clearly as I say it's not an easy market, but for 68% of grown revenue was pretty impressive. And in fact, only one of the publishers out of the 25 that replied, actually saw a decline in revenue more than 5%. So, you know, even though the guys that lost in revenue didn't lose very much.

Hannah: What about the US is this just research that reflects what's going on in Europe, or does it count for the USA as well?

Mike: So, the truth is, is this is just a European survey. We did look up both Western and Eastern Europe. But I suspect the story is very different in the US and actually one of the things we'll talk about is what's happening with one of the big US publishers in a minute, so I think the US is somewhat different to Europe.

Hannah: So, there has obviously been a big shift in the US, with Aspencore can you tell us a bit more about that?

Mike: Yeah, absolutely. So, the US does seem to be having a tough time, I mean, obviously Aspencore is a global publisher. So, they have titles around the globe, I think 21 IC is one of their better-known titles over in China. But what's happened is they've let go some of their most well-known journalists so people like Rick Merrick, Clive Maxfield and Steve Ravitch have left the publishing house, and in Europe actually Jurgen Hubner who I think is reputed to be you know one of the best publishers over here has also been made redundant. And at the same time one of their I think best known salespeople Bob Dumas also resigned in the state so a lot of people leaving.

Hannah: So why is this significant like how does this affect the future of Aspencore?

Mike: Well I think it's interesting, I mean, most people believe that Aspencore probably isn't profitable and some of the comments that Yoko Rashida made when she was talking about these layoffs suggest that's the case. But I think clearly there's a new editorial strategy. I suspect they're probably looking less to generate high-quality in-depth articles in house. They're more focused on news and without a doubt I think they've got a greater focus on growing their business in the Far East, and all of these may be valid things to do so it may not be a bad idea but obviously for those of us in the West it's disappointing to see, you know, such well known editors, leaving their jobs.

Hannah: Very disappointing so obviously saying we've lost some of the best journalist’s kind of within the industry. What is the impact of this? Are we going to see any change?  Do you think the quality of content is going to decline, or they just put in the trust and that they're still going to produce the same level of content without these journalists?

Mike: I think you know; it's going to be hard to generate the kind of quality of content these guys wrote because they were genuinely some of the best in the industry. Having said that, without a doubt, there are still some great journalists left at EETimes so they still have some very strong resources in terms of generating their own content. But it will be interesting to see. I think perhaps more interesting is the impact that being owned by Arrow has had. So, initially I think Arrow was making use of the publications, to both grow their database, and also influence potential lines. And now I think you know that the reality has come home that under Arrow, the publications aren't making money, and clearly Arrow as a public company needs to do something about it. So I suspect you know there's a little bit of reorganization, a little bit of cost saving and perhaps a little bit of change of strategy as well.

Hannah: Well, it's definitely something that we need to keep our eye on and see what happens in the future.

Mike:  Definitely I agree, it's going to be interesting to see what the next step is from Arrow I mean hopefully they'll continue investing and the publications will start growing again.

Hannah: Well, let’s move away from the electronic press industry for a moment and focus on some of your marketing trends findings. I know you recently attended the HubSpot Inbound event and gained some great insight into the continued growth with Account Based marketing.

Mike: Yeah. It's interesting, actually I read recently that I think it was the VP of Marketing for Pardot has decided that account based marketing should now be called account centric marketing and I always feel that when you've got something that people start rebranding then clearly it's kind of hit the mainstream. And to me, you know, the big thing we saw was the size of ABM campaigns and companies where they saw success with ABM growing the number of target customers in their ABM campaigns.

Hannah: And how are they doing that, what are they doing to target, you know, bigger clients on a on a higher level?

Mike: I think actually ABM is a lot simpler in most instances than people think. Conceptually people are targeting customers either through direct mail which is clearly easy, email if they have contacts or perhaps programmatically using, you know, a platform like LinkedIn, which is clearly one of the biggest for ABM. So, the process is fairly simple. I think what is difficult is scaling up. For example, I listened to a presentation by Sigstr that actually developed 1000 customised landing pages, each one targeting a different specific account, and clearly you know generating one landing page is fairly straightforward, generating 1000, even with tools that are available today is incredibly complicated.

Hannah: And would you say you know spending all that time building these landing pages is actually worth the results that they've gained from the experience or is it just a waste of time?

Mike: Well I guess that's the question we're all wondering about, you know, certainly when you listen to the presentations people are talking about fantastic ROI from their ABM campaigns. And that is, to be honest, backed up by industry research and also backed up by own experience. So, you know, I think it's still early days I think it's very hard to compare, but my honest opinion is  that ABM will be one of the most effective channels in terms of ROI going forward, and certainly something everyone should be looking at.

Hannah: That's a really interesting insight Mike and I'm sure other companies are also seeing great results from ABM. But let's move on, and why don't we have a chat about marketing silos.

Mike: Sure. I mean this is something I've been talking about for a while, you know, previously companies always thought in terms of the way content was distributed because distribution typically was expensive. But now, I mean increasingly as an agency, we are thinking about content development and content distribution as being our two core competencies. And that's really because distribution is becoming easier with digital technology, but content development is still time consuming and expensive particularly high-quality content development. And so, it's so important to, once you've developed something to be able to reuse it across a multitude of different tactics.

Hannah: So, moving forward as an agency, what are we trying to do to cater to clients on this?

Mike: Well, I think the main thing we're trying to do is help clients think beyond, you know, a campaign is a particular tactic, and think much more about reaching a target audience, and all the different ways they could do that. You know, typically once you've generated the content and you've got you know one channel working maybe that's email. It can be very easy to then promote the same content for example, through online advertising or you know even targeted as ABM. So, I think it's all about thinking about content reuse and how you can make use of content through different channels. Rather than thinking about individual tactics and this isn't you know for example; this is an email campaign. This is an advertising campaign.

Hannah: And do we think we're seeing great results from this? Is this approach working?

Mike: I think the thing it absolutely does is massively increase the return on investment. And the reason for that is our clients are having to invest less to run more campaigns. If you're generating content for each campaign it's very expensive. If you're able to reuse and repurpose content, then suddenly the campaign costs can be reduced quite considerably. So, clearly that helps massively increase the return on investment.

Hannah: That sounds brilliant definitely a step in the right direction of what we want to achieve.

Mike: Definitely, I think also, people are finding that having the same clear messaging across a number of channels, also makes the campaign more effective. So it's not just a cost thing it's also, you know, increasing results as well so you kind of get, you know, basically benefit on both sides of the coin,

Hannah: That's some interesting stuff, thank you, Mike. Okay, why don't we talk briefly about some other trends now. You know it's clear to see that both influencers for B2B technology and podcast have gained momentum. Would you agree?

Mike: Yeah, I mean this is interesting. If you looked, you know, a couple of years ago there were virtually no podcasts really targeting the B2B tech market, and perhaps there was some, to be honest in the IT sector but in the engineering side there wasn't, and increasingly now more and more people, I see, you know, listening to podcasts in our industry, as well as consumers so I definitely think that that is a growing trend, and it's an indication of the ability of individuals to become influencers. And to be honest this is still very early stages, particularly in an industry like electronics, where basically most of the content being shared is being shared through conventional media. But I certainly think you know influencers are going to grow, both in importance, and also grow their followings as well.

Hannah:  You know I've heard a rumour that Napier is actually featuring on some podcasts soon.

Mike: Yeah, we've actually been asked to appear on a couple of marketing podcast, but we'll see how that goes if it works out well then we'll obviously share the links but if not, I will try and hide them.

Hannah: So, what else have we seen as we make our way through the last quarter of 2019?

Mike: I think one of the things we're seeing is from my point of view, a little bit of sanity really in terms of measuring campaigns so people are focusing on better and simpler metrics. And increasingly, we're seeing clients and other companies recognising that just going for example for the maximum number of clicks doesn't always make the best campaign. So clients are focusing, you know, very simply down onto metrics that that make a difference. It could be for example, registrations, or it could even be sales in campaigns. And as part of that with simpler metrics, it becomes easier to create marketing dashboards because you've got a more consistent set of metrics across different tactics. And so again we're seeing some clients, looking into building marketing dashboards, really for the whole marketing operation, which is great when you can get that working.

Hannah: So, to finish let's take a look at some key inbound tips and tricks that you've uncovered. Would you like to share?

Mike: Yeah, definitely. So, I'm an inbound we have some great sessions talking about how to you know make campaigns more effective. I think there were there were a couple of things that I found particularly interesting one was a session talking about LinkedIn advertising, and there the speaker was very keen to share the results that he sees through the different formats of advertising. So actually, if you look at what they were seeing for example, sponsored content might get a click through rate of 4%. But text ads were 1/40th of a percent so a massive difference in terms of click through rates. Although actually sponsored content, typically cost more per click. But he was talking about this, and the different approaches, which was very interesting we wrote a blog post on that. I also saw more and more people talking about moving the initial sales approach, away from sales and into marketing so effectively during marketing nurturing campaigns. Companies are increasingly sending emails as though they came from the appropriate salesperson. And this is certainly something HubSpot doing, and claiming it is an incredibly effective tactic and something we're looking at doing both for Napier, and also with our clients.

Hannah: Could you share why do you think the connection emails are so successful?

Mike: So, the connection emails, emails from salespeople, I think it's becoming more of a marketing tech tactic rather than a sales tactic. And clearly you know it's typically is a very simple straightforward email, and it's very focused on getting the recipient to either click through a request a meeting or a call, or maybe reply to the email so I think it benefits from two ways one it's quite personal. And secondly, the email also is very focused and industry focused so it helps marketers write an email that's clearly focused on achieving one objective and we all know, the more you can focus on one objective and any kind of piece of marketing content, the more effective that's likely to be.

Hannah: That’s brilliant thank you. And, you know, this is where we were going to finish today, and we've left a link to our trends page so you can read more detail about what we've discussed today, and we hope our insights have been helpful to you.


Five Stats That Prove Why LinkedIn Should be Part of Your Marketing Strategy

It’s no secret that LinkedIn has significantly increased in popularity over the last couple of years, with B2B marketers flocking to the platform to take advantage of LinkedIn’s specific user base for strategies such as lead generation or to make use of LinkedIn’s publishing platform, as a way to give old content new life.

A staggering 92% of B2B Marketers were recently reported as leveraging LinkedIn over all other social platforms, yet it’s surprising how many companies have still not made the step to integrate a LinkedIn marketing plan into their campaign strategy.

With over 303 million LinkedIn users logging in each month, LinkedIn is one of the fastest-growing social media networks, and provides ample opportunities to marketers looking to target different audiences with specific messaging.

At Napier, we are seeing more of our clients buy into LinkedIn and see the great results it provides for themselves. (Check out our ABM case study to see what I’m talking about) But for the B2B tech marketers who are still on the fence, we wanted to share our top 5 statistics which we believe prove why LinkedIn should be part of your marketing strategy.

45% of LinkedIn Users are in Upper Management

As many marketers can relate, often the biggest struggle is ensuring that specific content is getting in front of the right target audience. Unfortunately, often time and resources can be wasted talking to people who are not influential when making a decision within the company.

According to the latest statistics, in 2019, LinkedIn counts 90 million senior-level influencers, 63 million decision makers and 10 million C-level executives amongst its members.  This data not only reinforces LinkedIn’s vision ‘of all professionals in one place’ but proves that LinkedIn is the right place to get in front of the right people.

The Average Decision Maker Reads 10 Pieces of Content Before Making Their Purchase Decision

Content seems to be at the heart of every marketing strategy, and it’s no different on LinkedIn. In fact, there are 9 billion content impressions in LinkedIn feeds every week.

It’s clear more than ever that customers are evidently doing research online before they buy and are increasingly turning to LinkedIn to get the content they need to make the next step in their journey. With the average decision maker reading 10 pieces of content before they make their final purchase decision, LinkedIn offers companies the opportunity to provide regular content to their target customers, tailored specifically to solve a problem.

If done right the results can be great, with studies showing that 43% of B2B marketers have sourced a customer from LinkedIn.

46% of Social Media traffic is coming to B2B company sites from LinkedIn

On average, studies have revealed that a staggering 46% of social media traffic going to B2B company sites is from LinkedIn.

As B2B marketers make LinkedIn a focus for content distribution, it is pleasantly inevitable that the traffic to your website will grow. Using LinkedIn to link to gated content on your website for example, will not only increase traffic, but also provide quality leads, as the combination of LinkedIn’s advanced audience targeting capabilities and relevant content, can ensure that this increased traffic will convert into leads. In fact, 79% of marketers say LinkedIn is an effective source of generating leads.

LinkedIn InMail has a 300% Higher Response Rate than Email

LinkedIn InMail is being hailed as a new revolutionary sales tactics for B2B Marketers, achieving a 10-25% response rate, 300% higher than emails.

LinkedIn’s ‘sponsored’ InMail’s offer a new channel of communication for companies to interact directly with target decision makers, outside of their saturated inboxes. These sponsored InMail’s offer a unique channel for getting your message in front of high-level decision makers; and with features such as push notifications which alert your target customers when they have a new InMail, to the optimal time feature of only sending InMail’s when your target is online, it’s clear to see why this channel of communication is so effective.

LinkedIn is 277% More Effective for Lead Generation than other Social Media Networks

Social media is often a huge contributor to a company’s lead generation efforts, and a recent study from HubSpot found that LinkedIn is 277% more effective for lead generation than Facebook and Twitter.

The truly great element of LinkedIn is that professionals from all industries are investing time in the platform, and LinkedIn’s range of targeting features from sponsored updates, account-based marketing and InMail’s, means it’s easier than ever to focus on target segments of your audience with tailored ads, content and images.

 

If LinkedIn advertising is something you are looking to implement into your marketing strategy for 2020, or something you want to know a bit more about, why not get in touch today and find out how we can help you.


All About Circuits Unveil New Features with Site Relaunch

EETech has announced the relaunch of its site All About Circuits (AAC), revealing a new sleek design as well as access to a new set of features.

As one of the largest and most active communities for electrical engineers, the site provides free content including technical articles, news, and projects, along with an extensive open-source textbook and a forum moderated by industry experts.

The site’s redesign includes practical updates to site navigation, such as improved category filters that allow users to quickly and easily find exactly what they need. New features include a bookmarking system that allows members to save interesting articles for later, as well as a ‘like’ function so visitors can give the writer and site an indication of which types of content they enjoy the most. Visitors on the go will also notice a difference as the site is now mobile-friendly, for easier reading and engagement on screens of any size.

These updates are accompanied by a suite of new content, including a robust video tutorial series and additional tools and resources for engineers in every stage of their career.

EETech co-founder and CEO Adam LaBarbera commented “From the beginning, AAC has always been about our users. The new version of the website features new tools and functions that make it an even more comprehensive one-stop destination for electrical engineers. With this relaunch, we hope our users see our commitment to remaining the online EE community that best represents their interests and helps them fulfil their needs.”

At Napier, we are often seeing great results from AAC when running client campaigns, and we look forward to seeing how the new website and features will help our clients achieve even more success in the future.

To check out All About Circuits new website, please click here.