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!


Electronic Specifier Launches New 'Women in Technology' Website Category

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

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

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


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

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

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

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

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


A Napier Podcast: Interview with Sam Ovett - Mobile Pocket Office

In our latest episode on Napier’s Marketing B2B Technology Podcast, we interview Sam Ovett, co-founder of Mobile Pocket Office, which is leading the way in helping new and established businesses augment their human and technological resources to leverage growth and streamline productivity.

Find out more about Mobile Pocket Office, and Sams journey from a whitewater kayaker and guide to becoming a complete automation nerd, by listening to the episode here. 

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

Transcript: Interview with Sam Ovett - Mobile Pocket Office

Speakers: Mike Maynard, Sam Ovett

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 talking to Sam over who is the co founder of mobile pocket office. Hi, Sam. Welcome to the podcast.

Sam: Hi, Mike. I'm happy to be here. Thanks for having me on.

Mike: Great. So I'm, I'm really interested to know, can you just tell us a little bit about your your background and how you've got to founding mobile pocket office?

Sam: Yeah, certainly. So you know, funnily enough, it's it's pretty non traditional. But my background is, after after getting a degree in college I did. I was a professional whitewater kayaker and guide. So I spent a lot of times in the outdoors taking a lot of risk and guiding people through that experience. And then, around a certain point, I decided that I wanted to be on the digital side of things, I didn't want to use my, my body to make my money. And I was really clear that automation was taken over the world, as we all feel and wanted to be on the right side of automation. And there's a bit of backstory there around co founding this with my dad, who had a lot of history in business analytics and process. And so we decided that we'd join forces do something together, I'd become really involved in the marketing side from the outdoor sports perspective. And I made a shift, just kind of a deadpan shift, I said, I want to do this, and I made the made the shift, and we launched mo pocket office and I can, there's the whole story of how we actually, you know, kick that business off and everything like that. But the bottom line is I went from being a professional whitewater guiding kayaker to, you know, a complete automation nerd.

Mike: Wow. So, I mean, there's so much in that I'm intrigued to know, for a start, you know, which was more stressful, you know, being a guide for people in whitewater kayaking or launching a new business?

Sam: You know, that's a good question. I was asked it quite that way. You know, what I always say is, you know, there's a lot of stress when you work with someone's business, and, and it's their livelihood, and other people's livelihoods, their their employees, but at the end of the day, nobody's gonna die immediately. That day, the risk of dying, that day is very low, whereas in the other, the risk is there and real. And you can drown, you know, as the primary thing and seeing that happen. And so, I would say that it's less stressful in that acute way. But I think on a daily basis, you know, when you get off the river, it's all good joy. And when you're improving somebody's business, there's a lot more stress, and I have a lot of real, you know, I get really involved with these projects. So I think the stress is a little higher here. But that's okay.

Mike: I mean, that's an interesting comparison, nobody's gonna die today is, I guess, a mystic view. But yeah, and you also start a business with your dad.

Sam: So that's a whole story on its own, but I think it's, you know, I was looking to make a shift. And he had, he had long worked on the business analytic side of, of business process with enterprise clients. And he was ready to make a shift and wanted to have a little more fun in the process side and focus more on the sales and marketing process, because it was always something that he enjoyed doing. But a lot of his work was in the analytics side.

And so, I had been really involved in marketing automation, when as an athlete, because I was automating some of my social media stuff and things like that. And I wanted to make a shift. And so we decided to kick this thing off together as partners, and you know, it's challenging working, or it can be, it can be challenging working with a, a parent, in my case, you know, the dynamic is one that we had to figure out what are the core things I'll share this because I think it's interesting is we had to figure out how to how to effectively debate an idea down to a better version of it. And it's easy in the relationship for as a father, right for him to say, you know, Sam, that's not a good idea. We're not gonna do it. But the reverse is more challenging for me to tell my father, hey, hey, Josh, this is bad idea, you know, and here's why. Right? It can become a very personal attack like feeling that way. So one of the one of the things that we worked out, as we did this outside of just the, I guess, also the kind of quote unquote, standard things that go along with growing a business is how to communicate about ideas and problems and solutions. So that we weren't at the end of day was we left to go, and hey, I love you, you know, you're my dad. And then for him, you know, you're my son. And that was always more important. And so at first, there was a lot of friction that was generated and, and, you know, we get a bit upset each other. And then we learned to say, Hey, you know what, it's not personal, we're going to do what we call catalyst session, we're going to catalyse this idea down to a better version of the idea. And it's not personal, but it's all just about getting ideas better. And the way that has improved our business, and also our relationship has been pretty cool. And I think something that has come out of this outside of just the business aspect of it, you know, the relationship side of it.

Mike: That's, that's really cool. And really good to hear. I mean, this approach, this capitalist session, is that then something you're able to use with your clients as well.

Sam: It really is. And it's one of those things where it's like, okay, let's take an idea. And you can, you can ask questions around this, however, is interesting, let's take an idea. And let's try and distil it down to the better version of the idea. And let's cut through the crap, right. And let's, let's try and throw out the bad stuff and keep the good stuff and iterate this too, it's a better version. And that can be really, you know, we you have an idea that your baby, or it's something that you came up with, personally to be attacked, on the principles of the idea can be can be, feel really personal, unless it's stated upfront, hey, this is a session to bring an idea to a more distilled better, workable, more simple, but more effective, you know, state that we can then execute on. And so doing that, and I think anybody can use this process with any any relationships they have, whether their personal relationships or business relationships. And for us, this has been just a, I mean, really a game changing way to communicate, to get to a better idea, because that's the hardest thing is, you know, you offend people, they get upset that timeline, slow down, blah, blah, blah, like, that's, you can't run a business like that, you know, it's too slow. It's not gonna work. So if you can have a method, say, hey, let's do a catalyst session and get this idea down, then everybody walks away and goes, Yeah, you know, you're not attacking me personally. We're just trying to distil an idea.

Mike: So awesome. So, I mean, let's take a step back first, just think about, you know, the business mobile pocket office? Absolutely. I mean, when you started it, what did you think it was gonna be? What did you really want to achieve?

Sam: So the thing that we want to achieve with it, and here's, basically, we saw a gap a hole, you know, Josh was working for years with these enterprise clients. And the gap that was always really visible. And I saw it in the outdoor industry that I was in heavily at the time, that was my, you know, kind of my realm that I was involved with, was this idea that like, in enterprise, and in most businesses, what we see is people are really good at their fulfilment, they spend a lot of time looking at the fulfilment process, right? Because if you can't fulfil whatever you promised, the people are buying, that's the fastest way to take an existing business, right? Not necessarily the fastest way to grow it. But the fast way to take an existing business, you don't deliver on whatever your promises, that that's not good. So people focus on that where the opportunities are missed, is in the sales area where you have a lead that's come in, right, you figured out how to generate interest. And then the process from lead to converting to a sale, that's the biggest opportunity that is just usually just completely wasted. It has a lot of human effort involved. And what most the majority do, that we've seen, with until they're introduced to this idea that, hey, you can add automation and process to this is they focus on, you know, who's the hottest lead now, right? What's the best account what's the best deal, and that's the focus, and everybody else who could potentially be a really good customer is forgotten about until that person eventually maybe comes back and says, Hey, I want to do you know, I need a big order, right? Because that's your focus. That's how you that's how you make your Commission's and that's how you survive. And so we see the just complete lack of focus on nurturing people and following up with people, especially at the enterprise level, because you're after the big deal, whereas you could be nurturing, you know, maybe 100, little deals, that could become bigger deals over time, with automation, and some process in place. And we see that that whole was just it's glaring. You look around and and it's tough to navigate politically to an enterprise, because you're you're trying to implement technology with automation. And that's always a challenge to get everybody on board when there's a lot of human sales people involved.

Mike: Interesting. I mean, the thing that fascinates me as you sit, you said it was about automation and processes. I mean, most of the enterprises that we see have, you know, more automation packages then then they could possibly use to help automate marketing and sales. So, so is it about the process? Or is it about, you know, getting the right automation package?

Sam: So, it really is about the process, because when what what do you mean, when you say automation package? Let's open that up for a second.

So, I mean, typically, typically, you might see, you know, a large enterprise have, you know, Marketo connected to Salesforce, I mean, they're spending huge amounts of money on on the the systems to run both marketing and sales. That's right. And so and that's what we see, too, and it's absolutely the case, is what I tend to see is that, like, they they usually have the technology, right. And the technology is usually there for them. But it is not usually leveraged in a way to enhance process and make it easier to be kind of this bionic human salesperson that's supercharged with the ability to follow up. And in the enterprise world. I see they usually have, you know, they do a decent job getting their newsletter out right to the different segments of clients.

They're pretty good about that. And usually, they're using Marketo and Salesforce, you know, like you could with, you know, you could kind of do the same thing with MailChimp almost. And, and so they're just pretty underutilised. Usually they've spent a lot of time designing the visuals of the database, right? but not necessarily thinking about? How do we follow up with people at different stages of the sales cycle, when business needs to be repeated? A lot of it's just some kind of really basic trigger or list. And they're still building reports that aren't dynamic and have paying somebody to build those things to say, oh, Who should we follow up with, you know, Who should we whose time for the recurring are? Like, let's take a manufacturer, we have to recertify certify something, right? Oh, it's time to get this person recertified, okay, let's all send them personal emails. And then that gets tracked into the CRM system. So they, they use these modern tools. But largely, this isn't, of course, there's there's always outliers, but largely, they use them as like old school CRMs, just a place for the information, versus using it to really drive process and follow up. And that's the opportunity loss that we see the most. Whereas you've got these folks who are I call them like Hidden Hand combat salespeople, right?

They're going out to trade shows, they're doing all these things that are the, they're effective, but they're also kind of an old school way of, of selling. They go out, they get a stack of business cards, and then they follow up with the hot prospects. And all that information is in the CRM system. And then you know, the person's getting the newsletter, maybe if they've got them on the right list. But outside of that, they're not really following up with the different specific product lines and things that they could be interested in. And making sure they're introduced to other parts of the business that they that that prospect could then buy after they bought the first thing, and educating people because the old school role of salesperson was largely outside of closing you was to educate you on your options. We have the internet now we had technology that can help you do that. And that's the gap. That's the big gap that we've we've really worked to fill when when we're working with a company, and then the rest flows from there, right? You have process. That's all downstream of that initial stuff. But the if you can get your conversions up, then you're basically saying, Hey, we're doing this amount of work to go out and generate leads and interest in people being excited about our products. And you're getting more effectiveness, more efficiency out of that top of the funnel work that you're doing.

Mike: Interesting. I mean, the thing I wonder about is, you know that these sales people are marketers that a large enterprises, they're smart people, why are they not seeing the problem and addressing it?

So here's a here's what we see. Usually, the marketers in a company are excited about it. They want to do it, but they get pushback from the salespeople. Because salespeople naturally want to guard. They're, you know, they're hunters, they're going out there hunting is a good one, they naturally want to guard their deals. And they don't necessarily want to tell everybody how it's done. And that's okay, but if you can equip that salesperson, and make them a more bionic salesperson where they could be following up with hundreds of prospects at a time Time that are somewhat interested in, they're going to have the opportunity then to have more closing calls versus prospecting only calls. I kind of went around the question a little bit. But I think the big reason it's an issue is because the bigger the enterprises are, typically the slower they move, and there's more politics. And so yeah, if you're a medium sized business, you can make decisions and just put them in place pretty quickly. And your, your, your biggest challenge is bandwidth. But if you make the decision, there's not a lot of pushback, politically, within an organisation. So the bigger you are, the more pushback you are, you might, you know, we see people get, the more consensus, you need to change the way things are done. And I think that's why it moves largely slower. And that's also why you see some of these really small, digital oriented businesses just crush it, because they can make businesses decisions so fast and changes so fast, that they're really effective at that. But you know, they don't have the market presence that some of these enterprise companies have. And that's where enterprise companies really have a leg up. They've got branding, market presence, all of that. But most of their marketing is usually sort of PR oriented. Marketing versus automation oriented, marketing. And you can have both. So as that kind of answered the question, we can have

Mike: A great answer. I love the idea of that ratio between closing two prospecting calls.

Sam: I thought, yeah, yeah, like that's as a salesperson, what do you what do you want to be on, you know, if I can get to closing calls all day long, versus out hunting, like, if marketing does a good job, I've got leads, right. And after that, it's up to me, usually they get passed off, but they're not followed up with any salesperson, just by the nature of time being constrained, they're gonna go after the hottest prospects, biggest deals, that's going to be top of mind. And if you don't have any kind of automation to follow up with all those other semi interested prospects, that probably would buy something as long as you maintain, you know, Top of Mind presence with them, and educated them about how the product or service benefits them. The amount of sales you could close in closing calls you could be on. I mean, you can have your calendar booked out way more than you normally would.

Mike: That sounds great.

Sam: I mean, yeah, it does, doesn't it? It's just like, you know, I can imagine every salesperson listening, just going, Yeah, that's what I want. Yeah, that's what I want to do closing calls all day making my Commission's right, that's, that's the magic. And so if you can put that automation in place and buy into it and say, hey, I want to leverage these systems and not keep all the stuff in a little notebook to myself, and just put in the minimum that I'm asked for, you know, what good automation team, and it's usually driven, oftentimes driven out of the marketing side of things is going to do is, is they're going to help you close more deals. And so if you can feed that information back to them, well, they're gonna help you find better prospects, they're gonna help you create longer term follow up. And I think every, every salesperson has heard it, but like, the magic is in the follow up, right? It's not that you're closing a deal on the first call, that's like, you know, sure, that's lovely. But like, that doesn't happen. Most of the time. It's a it's a follow up game. And any good salesperson knows that right there real good. Follow up. Yeah. So take that idea. And take the busy work a follow up, which is manually sending that communication and getting it out at the right time. So that someone's actually got a customer journey and experience an automated, there's a lot of different ways to do that. A lot of ways to look at it. But the core idea is that if you can follow up better at that stage of interest to converting to sale over the course of at least an average sale cycle, make sure you maintain communication, you're going to generate more business, you're going to close more deals.

Mike: So I mean, we've had a bit of a puppet, some of the enterprise companies. Yeah. I mean, is this a an enterprise specific problem? Or are there similar problems with smaller and midsize companies?

Sam: Yeah, no, it's definitely not an enterprise specific problem. And in any way, it just happens to be pretty acute. And I think the call was called like the lead waste, right? Like the number of leads that come in, that are then just wasted in enterprise companies is more noticeable because they generally have more interest and inquiry. But it's the same with a small business and it's actually much more important in a small and medium sized business drawing. That's kind of a huge range, especially here in the US, you know, it's classified as a small business. But the bottom line is like, if you could follow up with me be one of the leads that come in. And you don't have to hire more people to make that part of your business scale. Then all the effort that you do for marketing and getting interest, which is probably the hardest thing anybody can do in business, right? It's like getting interest in their business, getting that awareness within your, you're going to increase the efficiency, or like the effectiveness, you know, the percentage rate of people who are going to become customers, by following up, I don't care what you do, it can be the most basic follow up, you can get very sophisticated, you can branch logic of if they do this, if they do that, but at the end of the day, if you follow up versus not for a longer period of time, and educate people and remind them that you're there, see, if they still have the problem that your product solves. You're going to win more business, no matter what kind of business you are. So it's not universal. It's an it's not specific to enterprise. It just happens to be enterprises. You know, it's a fun place this space to play in because they spend more money to solve the problem. But it's a it's not specific. It's actually I think, a lot of times easier to implement these solutions for a little bit smaller business, because there's less politics involved in a, they tend not to overcomplicate it, because they just want the result faster, because it's it's a little more pressing need.

Mike: Brilliant. I think this leads on to the next question is, if someone engages with mobile pocket office and starts talking to you about a solution, I mean, do you have a process? Do you have an approach? I mean, how do you go about fixing these issues?

Sam: Yeah, and we do, we do have a process and approach because without it, you're kind of like willy nilly all over the place. And what we found, and what we've done, you know, is was adapting our processes as well. But let me give you kind of the framework of how we think about this with people because it's something that people can, can, you know, you technically don't need us to go use this framework, right? We help catalyse that process, we have experience across industries. So we pull that experience into the experience to, you know, cuz you don't know what you don't know, in terms of what's going on. But there what, which you can find out is, where do you have opportunities for automation, right, we talked about that specific conversion phase of sales, leads to sales, but I'm going to give you the full picture because it's what we do with people as we, we say, Okay, if you want to automate things, and you feel like you can benefit from that you've somehow gotten this idea, you know, you want to follow up more whatever it may be. The first thing we're going to do is we're going to look at your your business, right, okay, there's, there's five pillars, any business doesn't matter size industry scale, everybody's got them, some are done better, some are done worse. You got to attract new business, right? That's that marketing work of generating interest, you got to convert that interest. So that's the Convert states attract, convert into leads in sales. And then you've got to fulfil whatever you promised. Then the good businesses delight their customers by offering ways to use the product better, keeping up with it, giving them new opportunities to buy more from them that benefit what they've, you know, complement what they've already bought, and help them as a customer. And then we're referrals. So those are the five pillars attract, convert, fulfil delight, refer you with me.

Mike: That's that sounds great. It sounds I mean, somewhat reminiscent of the HubSpot model. I don't know if you're familiar with that.

Sam: Yeah, yeah. Yeah. And so you'll see it across a lot of these different tools, right? They talk about it in these kind of pillar ideas. It's like buckets. And it's a great way to think about it. And so we really, really, yeah, it's common to see it, and it's for a good reason. Because then in those buckets, you look at those and you go, what are my processes within these sections of the system of our business, right? What do we actually do within these? And that's where it starts to break down. People get that picture, they go, yeah, we know, we attract, convert, fulfil, maybe we delight, we get some referrals, or like, maybe we have a process for referrals, where we consistently ask systematically, but where people get stuck at that point is, where do they How do they find out what their processes are today? And how do they figure out of those processes, which should be automated. And let me lead you down that path. Because this is what we do with folks.

The first thing is, we funny thing is like we do this digital automation, and we implement it, but we take this very analogue approach. We have everybody print off a spreadsheet for three days worth of 15 minute intervals. And so just for three days, you give everybody on the team and you can do this in smaller chunks to like, if you're just working with the marketing and sales team, then you You know you're working with you're attracting convert, not your fulfilment as much. And so you give them this spreadsheet, you say, okay, whatever to do just fill out what do you do every, every 15 minutes, make a note of what you've done throughout the day for three days. And you have to position it that like, we're not going to use this to say you're not productive. It's just to understand what processes you do throughout the day, what constitutes the work of your business, right? what actually makes up your time, and now you have a pattern. And some people need to do it a little bit longer. Maybe you need to do four or five days or like you have cycles, you know, you came back from a trade show, what do you do after that type of deal with Coronavirus? Those are largely like not a thing as much, but you just look at what do you do. And now that you've documented that, and we call it a personal activity log pals sheet, just a name we've assigned to it. And now that you've documented that, now you understand your process within the system, right? And you may need to do that, like I said, in different phases of the business year, stuff like that. But you'll understand, okay, here's the busy work, like I'm moving this information from here to here, I'm sending an email to this interested prospect, blah, blah, blah. Now you have your process. And two things come out of that. One is of that what is effective today? what works, what gets you new business? Right? If we're looking at those top two stages, once you start to understand what works, those are things that you should start to look at and go, okay, that works. How much time does it take me? to do that? And of it, what can I automate. And then that's that. And only at that point is when we start looking at the technology tools involved to make the automation happen.

Right, we're trying to design the house first, so to speak, and then get the appropriate tools to build it versus finding tools and then building a house. So once you understand your process, now you know what you can automate. And then you also see, this is where it's hard to do, or it can be hard to do without someone else who's seen it across different industries is is where the gaps, holes and opportunities to improve the process make it more robust. You know, in this case, we talk a lot about the follow up longer make it branch so that the logic makes more sense for different customer segments and driving that using data. And also turning it off at the appropriate time so that people are getting communication when they shouldn't be. And then you can do that for each segments of your business. That attract, convert, fulfil, delight, and refer. And so if we start there, if we get that going, Well, we increase your conversions. Well, of course, then, you know, you've got a fulfilment issue that you have to deal with, because you've got increased fulfilment that you have to do. And then the light and refer those all kind of go together. But that is literally the step. So you look at that. And then we use a digital tool called diagrams, that net, I think, the name changed recently, I have to find it, but to actually map out what you do after you've documented that process, and that's actually like a call that we have. And now there's a really clear picture of what goes on to run the business. And at that point, also, you get this benefit, that it's easier to train somebody new, because you just documented how the business runs. And then you start to put numbers to the value of automation. There's two opportunities for automation.

One is, and they both help you scale, but one is one that saves money, right? Where are there holes in your process where you're leaking money, because you're, you're paying more people to move information around from one system to another, right? That's a leak, that's money you can save. So automation can save you money in that way. And allow you to scale and free up humans to do more creative work more interesting work. And you know, occasionally people lose a job. That's the unfortunate nature of it. But like most humans want to do interesting work. They don't want to do repetitive stuff. And so, given give somebody that opportunity, they're probably going to flourish, be more excited about their work all that. So that's just a side benefit. But the other is where can you make more money, right? How can you be more profitable, because you're not communicating, you're not capturing people's attention, and converting that to a sale. And so those are the two big things. So they all relate to scaling, but one is saving money. One is making more money. And then on the you can ask some questions after this, but like on the saving money side, that was pretty easy. You know, how much time are we spending doing this on a weekly or monthly basis? Whatever the timeline is that makes sense for the process. And, you know, what do we pay for for this to get done? What is the person who's doing this? What's their time? build that? What do we what do we pay them at and if we automate And we pay for it once with an automation tool to get it built out, or we built it out, you know, then you can do some basic math and understand the savings.

Mike: So it's interesting, you seem to be looking at it from both sides of that return on investment equation, you know, both reducing the amount of money you have to invest to implement a process, and also increasing the return by making it more efficient.

Sam: Yep, exactly. And so, you know, the basic idea we can think about this is like, on the saving money side, someone who's doing administrative tasks that are required to make a business run, if the majority of their tasks can be automated, and you pay them anywhere between, you know, let's say, $50,000, a year, or something like that, right. And all the health care that's involved in all that, and like, generally, that person is also doing other stuff. Most of the time, they don't just do rote admin work. In fact, the majority of the time, what we see is like, that person is overwhelmed with stuff to do. And so if you can free that up, then they're gonna be more focused on the more on the higher value items. But at the same time, you can think about it like, well, if we invested that same amount once to build out the automation that we don't have, and the automation never takes a holiday, and never gets sick, and all those things about automation that you know, where computers are different than humans, then you've invested at once versus having to hire maybe another person or that person to do those things year after year, inconsistently, most of the time.

Mike: So that's, that's fascinating. I mean, I guess one of the push backs, you hear against automation, is that it creates inflexibility, once you've coded that automation, you can't change the process. Is that something you hear from clients? And what's your response?

Sam: I'm glad you brought that up. Because I actually, we, you know, we don't hear that because we take people down a different path, but it is, it is a problem. And here's how you address it. And we live in a day and age where the tools are not what's so fat, fantastic, right? They are fantastic in what they do. But they it's it's the strategy around it, that's more important. So if ever we see somebody going down the path of trying to custom code, something where it's fairly inflexible, and it's not relatively easy to modify, we, we try and hit breaks, and stop them because we live in an age where the tools are so the interfaces are so easy, you know, we do some custom coding with folks. But largely, it's the strategy around automation, the value that it provides to the business, that's that's the real magic, and like, tweaking it till it's better and better. And I can talk a bit about that. But the main thing is that, you know, kind of like my, my public service announcement is don't code anything that you don't have to use drag and drop builders use these easy to use tools, they're out there, you know, when you have to code stuff you do, but the ecosystem of tools is so strong nowadays, that you should be able to use a tool that's with a few clicks, allows you to modify the process versus lines of code. And so the the end of the day, like done well, we turn the systems over to our clients, and give them methodologies to improve the systems so that they can track the effectiveness of it. And then what I love to see is like you have at least one or two smart people on the team who are smart in the realm of these tools. And they're going to they're going to be able to make those tweaks internally. And you know, typically what happens, we sometimes will do it for folks, but we just guide them on the strategy and help them make decisions. Once the big implementation has been put in place, the infrastructure is there.

First, that's great. I think that you know, I mean, like, you shouldn't be coding. Now. Anybody who's like who's writing code is like, you should be writing code. If you're building a new system for somebody that is like, then you're going to sell them a bunch of people. But if you're just using a system, trying to automate some things, unless you've got a super complex situation that just can't handle it. And maybe you need something custom, but the reality is like on the sales conversion side, you're probably not going to run into you're going to run into unique things and you might have to adapt a little bit but like, you should be able to adapt around and use the tools that exist today. fulfillments a different story. You know, fulfilment gets kind of a more custom experience a lot of the times but fulfilment stays less flu is less changing. You know, if you have a product or service you can usually you're you're pretty happy to invest in the fulfilment automation, because you know how that works is consistent, but what you want to tweak is you want to tweak that, that experience in the, in the, in the attract and convert stages for sure. So yeah, don't be coding, use your use use the, like, easy to use tools. And how you got to set up you got to think about how you set them up right there. That's the deal, right? Because like, you can buy a Salesforce, you can buy a marketer, you can buy an ontraport, you can buy whatever these tools are by HubSpot. But if you set it up, like pilot junk, you know, and don't utilise it, well, that's where you're going to go, Oh, this thing doesn't really do what it's promised. Right? It does do what it's promised. You just got to design it for your situation.

Mike: Absolutely makes sense. And I am interested, do you have some examples of you know, perhaps some customers you've helped and how you've helped them out? So you can perhaps explain a little bit as to what it feels like to work with you guys?

Sam: Yeah, absolutely. So one of the one of the customers are mentioned in the enterprise realm is gx Nippon. So they're your company people know. And they've got a bunch of different business lines. One of the one of their headquarter office here is in the, for one of their lines in the United States, in Georgia, actually. And they have a in this, we'll talk about one of the products, which is the people probably, do you guys know, Tyvek? Over there? Is that the siding of houses stuff? Like the waterproof membrane on the side of houses?

Mike: No, no, we don't.

Sam: But if you think about a building, right, you see a house being built, see that, like, when it goes up, there's like that plasticky looking stuff outside,

Mike: We'd call it a damp course over here in England, okay.

Sam: So you take that stuff, and that's one of the things they make, right, they make a version of that. You know, of course, they think it's superior and things like that. But that's besides the point. They have a team of salespeople that are going out to trade shows, they're reaching out to prospects, they're trying to find dealers, you know, we're working with larger accounts, and they had Sugar CRM, enterprise, people probably know that. So older CRM system, you know, pretty flexible, you can do what you want not not crazy, easy to use, like some of these newer ones, but it's a CRM system, right. And unfortunately, most of these tools just get used like CRM systems anyways, versus actual marketing automation and sales automation tools. But they would go out, they would meet people, this was in the time of trade shows, when we did this one, and the same can be said for anything virtual is just following up, they would go out, and they would get a list of prospects and people would become interested. And then they would only follow up with the hot prospects, and it was all scheduling via email, you know, very cumbersome, and they would take these business cards and import them in manually to some Excel spreadsheet, if they even did that. And then the rest of the business cards would live in a drawer on their desk when they got back from the event. So there's a lot of opportunity waste, right?

All these cards could be potential customers, but they're only following up with one or two hot prospects, because that was you know, how they meet your quota and help them reach their goals, and no automation around follow up. And so really basic, but but very effective example, in their case, was to start there at that aspect of it, which was understanding that helping them understand that they could, you know, automate pieces of that, where, hey, now you can just use your phone take picture of the business card, and this app, it pops it in to, you know, in their case, a tool like Sugar CRM. And that talked to another tool that could send some automated emails that could educate somebody with some videos and information on a, like 60 day sales cycle. So it span that whole gap of time with information about the product, right, so you never were forgetting about that person. And then each of the emails had an opportunity to schedule a call because they're still, you know, we didn't didn't take it to the extreme where they're buying online in their situation, they were still closing that deal and doing doing the custom deal on the phone.

But what they were doing is everything leading up to that closing call was able to be automated, where all the follow up was education based. It was bringing the customer into their world, and also the primary thing in their case, which is not forgetting about people, right. You met them at a trade show where he goes back and then a few days later everybody forgets about everybody they said their follow up with except for the you know, hot lead. And so now they had gone from one or two, you know, really interesting prospects per tradeshow. To following up with all the business cards, they got in They will increase the conversion ratio of people simply by maintaining in touch because that you know that their competitors were doing the same thing, trying to follow up a lot of cases manually. And then. So that's one step of the process and also took the burden we introduced calendar scheduling tool that allowed them to schedule those calls with people more effectively, more efficiently, less back and forth busy work of sales time. And so their effort could be focused on closing costs. The other side of that was understanding and their case, their relationship to customers and referrals, right? Where did referrals come from? How did they get referrals? When people refer them something? What What was the, what happened? Like, what was the process that was experienced? And based on that building process to remind them, when it was time to send an email, in their case, we kept it still kind of manual, about asking for a referral, right, which is at a certain stage in the journey. So you just delivered something the customer is happy, they've got what they want, you just find that that point where the biggest joy is in the customer's experience, right? Are they Something has just been fulfilled on a timeline.

That's when you need to ask for that referral. And so just by reminding and putting process in place to ask for referrals,they were able to increase their referrals quite a bit, because of process now being in place to remind them through some pieces of automation, hey, it's time to ask for a referral and bugging the salesperson to remind them, while they're in the middle of whatever hot lead, they're talking to, you know, closing deal making whatever that is at the enterprise level, which can, you know, it's it, that is something that can be part of the, you know, part of the process is making that deal and that can consume time. And so if we can automate everything else around that and remind the sales team, hey, you have an opportunity for a good referral, right? You've just, you've just, you're the fulfilment team has delivered the product, right, it arrived, everything's there happy, then now's the time to ask for that referral. And that's a natural way to increase business in an amazing way. And it's, you know, the marketing's effectively free for that next lead. So those are two examples out of that. Any, any questions that come out of that?

Mike: No, I mean, that's, that's absolutely fascinating. And I'm sure people listening would be, you know, really interested in talking to you and working out how it could be applied to their business. So I guess the question is, how would how would people get in contact with you if they'd like to follow up after listening genre podcast?

Sam: Yeah, well, that's the easiest way you go to mobile pocket office.com. And on the front page, we've got a big book now button, you can book a call. And that's a call with Josh, and myself. And then our team is, you know, we, we manage the implementations I, I primarily manage all the implementations once we've done the strategy work. And then we QA that, but we have a team that actually does the building of it. And so that way, we're freed up to do the things we like we talked about, which is to be on those on this calls, you know, prospecting and closing costs, to kind of eat our own dog food and that way. So it's real obvious on the site book. Now, you can book a call, it's got an automatic scheduler, and it books it all in our calendars, it puts it on your calendar. And it's it's really easy, you know, use automation to our benefit there.

Mike: So actually doing what you preach, which is great here. Yeah, yeah. Thank you so much for being on the podcast. Sam, it's been really interesting. It's certainly great to hear someone talk about how to use tools effectively, rather than just the features of tools. So I really appreciate your time on the, for the interview.

Sam: Thank you, I will leave people with one other thought just one thought and kind of wrap it up is don't try to make a lot of big changes all at once. It's hard, make a lot of small changes. And also that'll get especially in the enterprise world, that as people see those Quick Hits results. And it's easier, things are faster, they take less time. They're, they're more consistent. There'll be happier to do then the next thing and before you know it, you've covered a lot of ground.

Mike: Perfect. That's great advice. Thank you very much, Sam.

Sam: Thank you.

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 Napierb2b.com or contact me directly on LinkedIn.


Shock Your Potential Podcast Interview: Beware of Numbers

Mike, Managing Director at Napier, recently sat down with Michael Sherlock, CEO of Shock Your Potential to discuss how to truly analyze performance by looking past the initial 'numbers'. Mike shares 'Test, Refine, Test approach, and explains how this helps Napier clients truly gain traction that leads to profitability.

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.


Electronics Weekly Releases Advertising in a Crisis Whitepaper

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

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

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

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

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