EE Times' Celebrates 50th Anniversary with Special Ebook

Back in June, we reported on the 50th anniversary of AspenCore’s publication EE Times, so we were delighted to hear that the full ebook of specially curated content will be available in full from 7th November 2022.

Featuring 50 days of original news articles and analysis, the ebook covers content from former editors-in-chief and engineers who helped make the industry greener. It also offers the opportunity to browse the interactive timeline and contribute to the time capsule.

Exploring key history, content covers the silicon “gold rush” of the past few decades and the next frontier of silicon.

Celebrations will also continue at electronica 2022, with members of AspenCore attending to celebrate this great achievement at the AspenCore booth A4.461.

Congratulations to EE Times for reaching this fantastic milestone, and we look forward to seeing what the future holds for the publication.

A Napier Webinar: The 7 Steps to Kickstarting a Successful Podcast

There is a significant difference between setting up a sustainable, impactful and ultimately successful podcast versus a podcast that flops at the first hurdle. If you're a B2B marketer wondering how to get started with a podcast, or wondering why yours isn't working successfully, then our '7 Steps to Kickstarting a Successful Podcast' webinar is a must-watch.

Watch the on-demand version, and we share our seven steps and cover:

  • The importance of planning and strategy for a podcast
  • Why you need to know your audience
  • The need to invest in marketing promotion
  • Picking the format that works for you
  • Software and equipment
  • Importance of sound quality
  • How to pick a topic

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

Napier Webinar: ‘The 7 Steps to Kickstarting a Successful Podcast’ Transcript

Speakers: Mike Maynard

Mike: Good afternoon, everyone. Welcome to the latest Napier webinar. Today I'm gonna be talking about kick starting a successful podcast. So firstly, what we'll do is if anybody has any questions or wants something clarified if I can ask you to post those questions into the chat. And then what we'll do is we'll cover questions at the end of the webinar. Okay, so why are we talking about kick starting a successful podcast? Well, the answer is, is that a lot of our clients are talking about podcasts now, podcasts have been around for quite a while. But we're now seeing more and more people listening to podcasts, as well as producing podcasts. And in particular, we're seeing a lot of people in the b2b sector, starting to produce podcasts, podcasts are like this amazing tool where you can get the attention of an audience for a significant period of time, you know, typically, in b2b, we see podcasts ranging from anything between about 15 to 45 minutes, so you're getting a lot of attention from your audience. And it's actually something that's very easy to do. Now, this is why we're running the podcast is, it's actually not hard to start a podcast yourself. And so what we want to do is talk through the steps that we've taken in terms of, you know, starting podcasts, not only for Napier, but also for clients, and hopefully give you the confidence to think about how you might be able to start a podcast of your own.

So what are we going to cover today? Well, we're basically gonna go through seven steps. And so those seven steps, start with the planning and strategy, and go all the way through to marketing your podcast. And I'm going to walk through each step into explaining what you need to do in order to kickstart the podcast. One of the important things to notice is that all of the tools around podcasts, the thing that I think people feel is very complicated, the software that hosting and the equipment you need, that's just one of the steps. And actually, this is one of the things I really want to communicate today is that if you want to run a podcast, you don't need to spend a lot of money, you don't need a lot that's complex. And you can actually start a podcast yourself today very, very easily. So let's look at the seven steps and walk through them. Well, what are we going to do? First? Well, hopefully, we're going to do a bit of planning and strategy. And we've got three questions here that really I think people need to answer before they start a podcast.

So why do you want to do a podcast? Why will people listen? And why is the podcast better than other channels. And there's lots of different answers to this. So some of it is to create something that's engaging something that gets people to pay attention, maybe when they're doing other things, you know, typically podcasts listing, a lot of that is done commuting to and from work, which is a great way to get involved with either your customers or your prospects at a time that might be dead time for them. Suddenly, you can start engaging and actually making their commute to work, or the commute home even better than it was before. But other people have other answers. And hopefully most of you listening to this webinar, know that Napier runs a podcast. It's called Marketing b2b technology. And we started that podcast for a very simple reason. What I wanted to do was I wanted to talk to marketing technology vendors, and find out what they're doing and get something other than a standard sort of salesperson sell. And that's been incredibly effective. I mean, just last week, I was talking to the CEO and co founder of Foley on if I was just an agency approaching failure, I wouldn't get to talk to the CEO. But running a podcast means I can get insights from the people who really understand. So think about why you want to do the podcast. And that is going to definitely impact on how you approach it. So for us, it's all about the guests. And hopefully, the fact we've got great guests means that our podcast is interesting and enjoyed by the people who download it.

But for us, that was our focus. Other people might have specific goals around business goals that they want to achieve. So there might be an objective in terms of, you know, getting people to understand more about a technology, or perhaps learn more, you know, one of the things we see is, you know, people in the channel, want to really establish they've got strong relationships with their suppliers. So a podcast involving suppliers for anybody working on the channel is a brilliant idea. It really emphasises to your customers, your prospects, the strength of relationships you've got. So think about why you're doing it. But don't necessarily just think about this in the same way. As you would do, for example, with, you know, running display ads, where it's all about volume. This is about quality. And I think that's one of the messages I'd really like to get across is it is all about quality. When you get to planning, it's important to know how you're going to deliver the podcast. Do you have someone who feels confident in presenting? Do you have someone who's got time to go negotiate guests and an organised guests appearing on the podcast, and making sure that everybody turns up at the right time, you'll need to edit the podcast, you'll need to find somewhere to record that hopefully is not too noisy. And you'll ultimately have to decide goals. And one of the things I would say, and this comes back to quality is a lot of b2b podcasts have fairly small, fairly niche audiences, it's fairly typical to see a b2b podcast that maybe has less than 100 downloads per episode. But that can be super useful to have those downloads, if you're targeting the right people.

So decide your goals. And don't be, you know, don't be over ambitious here, you've got to understand that you're not necessarily going to drive a huge or huge audience. And then the last thing to say is, you really have to understand how you're going to maintain motivation. If you're going to launch a podcast, podcast, audiences typically grow as your number of episodes increase. And, you know, here's a top tip, if you're looking for agencies to contact you, with suggestions for guests, typically that doesn't happen to you, you've published a roundabout 20 episodes, the agencies are very concerned about making sure you've hit that magic mark. And typically, it's maybe 15 or 20 episodes, because they know once you get that far, you're likely to continue the podcast is like to go on. But there are so many b2b podcasts that have maybe five episodes, and then stop, and I can guarantee that is not going to achieve any goals. Consistency is really the key to ensuring success with podcasting.

The next thing you got to do is pick a topic. Generally speaking, picking a topic is fairly easy. The only thing I'd say is just think a little bit about the podcast about the topic and whether it's suitable as a podcast topic. And the key thing there is podcasts are, you know, almost always consumed as audio. So even video podcasts tend to be consumed with people, primarily listening to the audio. So you've got to have a topic that can be described in a conversation, or in a presentation. And you can't have something that requires diagrams and visual aids to make you understand it. And then the last thing to say, you know, on this page, I think really is you've got to make sure that the topic is sustainable.

So you've got to pick a topic, that means you can keep going episode after episode without becoming bored and jaded. And chances are as the presenter you'll be more bored than your audience will be. You know, typically the presenters are the ones that find it hard to keep motivated rather than the listeners. But you need to make sure there's something that's really going to motivate you and want you to issue a new episode in on a frequent basis and gets you wanting to talk to guests about the topic. The other thing is when you pick a topic, you'll need a title. And podcasts are interesting. I mean, personally, my view is that podcast SEO is in very early days. So the title matters a lot. And it particularly matters if you're not a very big podcast, podcast discovery through search and recommendation typically. And so if we look at what you're going to get recommendations likely to be fairly limited, because as I say, you're probably targeting a fairly niche audience, you may be having a fairly small number of listeners. So you may not rank particularly highly against consumer focus podcasts. So what you want to do is think about the title, so don't go for clever titles. I mean, this is pretty standard SEO advice, but it's probably more SEO advice from 20 years ago, make the title say exactly what you're talking about. And be very specific. So when somebody is looking, for example, for the b2b, Social Media Marketing Podcast, make your podcast called The b2b Social Media Marketing Podcast, it's much more likely to trigger hits when people search.

But when you do that, I would also strongly recommend you try and buy the domain. Most strong podcasts will also have a website. And we're talking a little bit about creating podcast websites later. And it's really useful to have a domain that roots directly there, rather than necessarily using a subdomain of your main website. So I'd always recommend trying to get the domain so let's say you had b2b Social media, podcast, you've got b2b social media You'd route that through to your podcast homepage. You might also choose to route a subdomain as well. But make sure you've got availability of those before you actually go ahead and commit to the name. Step three, pick a format. Now, podcasting is interesting, because there's really very few formats that work successfully. And generally speaking, the two best podcasts, or two best formats that work, particularly if you're new to podcasting, is either interviewing guests, or having panel discussions. And both of those work really well. And they're relatively easy to do.

There are some very successful podcasts that are basically monologues, I would say, that's a very difficult thing to do. I wouldn't recommend that as your first podcast. But if you have someone who's a subject matter expert, who really knows a topic, and can talk about, you know, for example, what they've done each week in terms of that particular sector, then maybe that's something you could consider. But I would imagine that you know, 95% of people who successfully launch your first podcast, pick either in interviews or panel discussions. You also need to decide how you're going to record the podcast, whether it's face to face or remote. And we'll talk a little bit about the tools available for recording. Generally speaking, it's actually easier to record remotely, rather than have multiple people in the same room. So that is a an interesting thing about podcasts. So there's not necessarily a huge benefit in getting people together. However, if you do get yourself and an interviewee together, in a podcast, obviously, you have that benefit of like real face to face and much more effective eye contact. So consider whether you're going to have face to face or remote recording. I think about the structure as well.

So generally speaking, you know, the podcast structure is fairly straightforward, we think about an interview, you know, you'll want to have some introductory music. And I would recommend picking some music that you use, rather than trying to just go straight into the podcast, it just gives that podcast a much more professional feel. So if you have a standard piece of music, and then that fades to a, an introduction of the podcast, that makes it feel much more professional. And at the same at the outro. There's lots of different sources for getting music, and we'll mention those later on in the webinar. And then basically, the structure is fairly straightforward. You know, you, you introduce someone, you interview them. Quite often with interview podcasts, you'll have a standard set of like quickfire questions that you'll ask every guest. So, you know, that could be what's your favourite superhero, any kind of crazy, crazy questions like that, for a bit of fun to create something that's not just a long interview, but actually has kind of a bookmark in it. And then generally speaking, you ask for contact information, thank the guests, and then have your outro. So the structure is fairly simple. Don't try and make anything too complicated. And I would say go with panel discussions. The secret is to keep things simple. So limit the number of people on the panel. And also limit the number of topics. I talked about running time I said, 15 to 45 minutes, that's kind of a typical range, I would say the running time should really depend on what you want to achieve with the podcast, I wouldn't start off with a specific running time in mind.

But once you start publishing episodes, the podcast, some degree of consistency, and running time, definitely helps. So the listener knows, you know, roughly they can listen to the podcasts in their commute. Or it's you know, to work and back. Or maybe it's just a portion of the commute, but but some things that have read it, that the listener sorry, has a idea of how long it's going to take. I did say we've mentioned a bit about music. I don't want to dive into this too much. I mean, there's really two things. So firstly, I'd definitely recommend getting music for intro and outro. And I'd also recommend that you go out and you purchase that from a proper music library trying to get music is very difficult. That's not copyright. And what you don't want to do is get into a situation where your podcast is accidentally using copyrighted materials.

So generally speaking, the safest way is to purchase that. And that can be from any range of different libraries. So Adobe, Getty, audiojungle, Shutterstock. All have great libraries of music. And then one thing that some people ask is, should there be music within the podcast? You know, if you look at professional broadcast productions, they'll often include music within the production amounts that is, you know, it's a great thing to do. It's a really difficult thing to do. And so generally speaking, you know, particularly if your first podcast, we recommend clients don't try and have music or other effects within the podcast, The next step is to understand your audience. Now, here's a simple but obvious top tip, the audience you're looking for almost certainly are already podcast listeners, it's so much easier to get someone who listens to podcasts, and is interested in your organisation to listen to your podcast than it is to get someone who doesn't listen to podcasts and has to learn how to do it. Now, the great news is, is that a bigger and bigger percentage of the population are now podcast listeners.

So it's not hard to find podcast listeners. But I would say that it's really important to think about how you target people that are already interested in podcasts. And there's a range of ways of advertising podcasts that we'll talk about later. That will let you promote your podcast to podcast listeners. And as part of that, you should probably think about how your audience is going to behave, you know, if it's on a commute, how long is their commute likely to be? You know, how often would they want to listen. And that should also inform your decision about how frequently you publish, and the length of time that the podcast runs for. Step five, now step five is the bit that I think everybody gets freaked out about, but it's actually fairly simple and straightforward. This is the software and the equipment. So basically, as a checklist, you're gonna need a few things, you're gonna need a computer with a good internet connection. And, you know, just as a side note, lots of people have issues with Wi Fi. So it's always worth having a wired connection. When you're recording a podcast, you need a microphone, you'll need a headset, you'll need some recording software, you'll need some editing software, and you'll need somewhere to host the podcast. And I've talked to all these interns, so you understand what we're talking about. Hopefully, the computer and the internet is fairly straightforward. And you understand that.

So, microphone and headphones. So when you're doing a remote podcast, you obviously need to hear the other person. Never ever use a speaker always use headphones, it makes a massive difference to the quality. And then secondly, think about the microphone you're getting. Getting a standalone microphone is more flexible. If you can get one with a pop screen, that will also help improve the quality of the sound. And so typically, people buy a range of microphones. And we've got a couple here shown on the slide. So the Yeti and then to the right is the Rode one. Both of those are great microphones, they're, you know, somewhere a little under 100 pounds, that's typically what people will pay. And then I would always think about putting it on a microphone stand. And if you didn't have a pop screen that came with your microphone, then usually the stand will come with a pop screen as well. So we're using the same setup as we do for podcast to record this webinar. And I actually have one of the Blue Yeti microphones on a stand just in front of me. So it's a really simple setup. You need to understand something about microphones now microphones have what's called the proximity effect.

So the closer you get to the microphone, the more bass is picked up, the deeper the voice. And so you know, if you hear that late night radio DJ voice, that's someone talking very close to the microphone. So what you want to do is you want to think about not being too far away, because your voice will sound a little bit weak, but also being consistent in the distance that your voice is from the microphone, because that will ensure not only consistency of volume, but also consistency of tone. Today, lots of people have earbuds, you know, particularly air pods, they work pretty well. Not only for the earphones, but also for the microphone. We generally don't like using headsets, although a lot of our clients do. The reason for that is because the mic is so close to your mouth, it can sometimes pick up breathing sounds. So normally we prefer to use a separate microphone, but headsets you know, as long as you're careful and make sure that your breathing can't be heard, then headsets are really good. And then lastly, having talked about this, you've killed yourself out you've got to you know great microphone, good headset.

Don't forget if you're interviewing someone, they need similar quality, or at least a headset with a mic type quality to ensure that their sound quality doesn't adversely affect the quality of the podcast. There's lots of different ways you can record. So recording software is something that people ask about. Generally speaking, what you want to do is you want to record multitrack and we'll talk a little bit about why that is in a minute. And there's lots of professional multitrack cloud based recordings. I picked three here. Clean feed squad cast and river Riverside are three really popular tools that are you is for recording Napi uses squad cast Riverside is very, very popular as well. And those two both offer a video option as well. Video can be great not only, so you can see the other person as you talk to them. But also so you can generate promotional videos, even if you're not going to create a video podcast. Once you've recorded you do need to edit now the first thing to say is editing cannot fix poor sound quality. So getting the sound quality as good as possible at the start is really important.

Anything can mask some issues, but you're never going to get great sound quality, if you don't start with a great recording. So don't think that if there's issues with sound quality, you can fix it in the edit, it really doesn't work. Generally speaking, we recommend that everybody multitrack records. Now that's a really simple thing. That means that each microphone in the podcast and typically that each person is recorded on a separate track. And that's great for a couple of reasons. It's it allows you to eliminate background noises. So when someone's not talking, you can actually mute their side if there's some background noise. And that can have a significant impact, particularly if there's like intermittent background noise. But it can also help with things like ensuring that both sides of the conversation are at the same level is it's much easier to equalise levels, if you've got a multitrack recording, and if you've got a single track, it is a little bit more complex to edit. But, and this is the podcast as best secret, I think there's a tool called descript.

Almost every podcast right now uses the script to edit the podcast. And it is an amazing tool, it will actually not only generate a transcript, but allow you to edit the audio by editing the transcript. So all you need to do is delete the words in the transcript and that will delete the words out of the audio feed. It's an absolutely brilliant tool. And it's probably the best bit of advice, if you've never come across it is when you want to edit, use the script, it's the most effective tool there is available. And then lastly, podcast hosting. So technically, to have a podcast you need somewhere to host your file and you need something to generate an XML feed, which is basically a feed of the information about the episodes, the easiest way to do that is to go to a podcast host. We happen to love pod bean, it's our favourite, but there are many, many podcast hosts that all do a very good job. These podcasts host not only hosts hosts the file and generate this feed, but they'll also actually interface you in to make you be listed on services like Apple podcasts on Spotify on Google Play. And they'll make that process simpler. So I really strongly recommend getting a great podcast host. The podcast host will also typically provide you with the capability of creating a podcast homepage, which will also have all your podcasts on and have a player so people can play from the web, and let you in fact embed that player into your website as well. So podcast hosts are great.

Now having talked about these tools, the recording, the editing and the podcast hosting. I mean, typically these tools come out at around about 10 pounds, which is pretty much $10 Today, a month. So you're maybe talking about $30 investment a month in terms of the software tools to be able to do a really professional quality podcast. So you can see it's a really cheap and effective way to get your message out. I mentioned sound quality, I keep mentioning sound quality, I'm going to talk about it again. Sound quality is so critical. And what we find is that you know quite often when people record, they will say sound was great, it was fantastic. And then when someone comes to edit it, the sounds terrible. So it always sounds worse in particular sounds worse when people are listening to a podcast in a quiet area. They'll hear all the noises or the background sounds and any issues you had with quality of recording. So we always always say to our clients you know if there's any issues at all, whether that's poor sound quality, or guests not having a proper headset you know, issues with a network or just simply heavy breathing being picked up that you can't avoid. Always stop and don't record don't try and you know battle through sound problems. It really is going to come back and hurt you. And it's going to lose you listeners because nobody likes listening to something with poor sound quality. So if there's one thing you really need to be a little control freaky about, I would absolutely say get that sound quality as good as you possibly can. And lastly, if you want to do that practice runs are always a good idea. Fantastic. So we've created our podcasts, we've done the planning, we've gone all the way through to the recording the editing and now have published it using a tool like pod bean. How are we going to get people to listen to our podcast.

The first thing I say it is hard to get listeners, it is really tough. And it's probably one of the biggest challenges is I think when people go into podcasting, as a channel to reach a b2b audience, they imagine it's going to be easier to get listeners. But if you think about it, it's a real high commitment from a listener to commit to downloading a podcast, and then spending, you know, maybe 30 minutes, maybe more listening to a supplier. So it is a big commitment for someone to do that. And that means that it is tough to get people to listen. So I would say promoting is, you know, one of the most important things, and there's a whole range of ways you can promote podcasts. Clearly, you can promote podcasts through normal approaches, you know, so that could be anything from, you know, messages in an email footer through to display advertising, probably social media, I would say is the best approach we found by promoting podcasts and getting listeners, particularly as it's easy to promote each episode in turn. And if you're interviewing guests is great, because quite often, the guests will amplify your message and promote your podcast. There are also ways to really focus down on an audience of podcast listeners. So as an example, it's very easy to promote your podcast by buying ads on one of the podcast players, or indeed buying ads that are placed within podcasts. And both of those are really good.

The challenge is finding an audience that fits with your, you know, b2b audience. So you might find podcast listeners, but it might be a very broad spectrum of podcast listeners. And generally speaking, we found that unless a client has got a product that is applicable to quite a broad range of people, if you're a very niche b2b podcast, then you're probably going to struggle in promotion through other podcasts. But one of the things I would say is, rather than buying ads, perhaps you want to look at other podcasts in your sector, and invite the hosts of those podcasts to be a guest on your podcast. It's a great trick. So if, for example, you've got a podcast, and it's about robotics, you might want to look at the other robotics podcasts, and invite those those hosts on particularly the most successful robotics podcasts, because what that will do was then give you a promotion to that audience that we now know, a listeners of robotics podcasts.

So it's a great way to grow in a particular sector, is by inviting our hosts on. And I'm gonna go back to the consistency as well. Don't expect your first podcast to smash all records. Consistency really matters. You know, and most podcasts, you know, when you talk to the hosts, they'll say, yeah, it was 1520 episodes. And then suddenly, I saw a growth in listeners. So, you know, be prepared for it's a bit to be a long, you know, and frankly, quite hard work slog. But when you get there is just such a fantastic medium for getting really engaged relationship with your listeners. We're gonna give you a bonus tip, we always like to give you a bonus tip and the Napier webinars. And so we've got a few tips around interviewing.

So firstly, you know, if you're a host, you're conducting interviews, research, the guests write a structure beforehand, you don't have to write out every question. And in fact, it's better not to write out every question, it's better to just put the main ones and then be flexible. Otherwise, you end up with, you know, something that sounds a bit like an interrogation. You need to listen to the answers and ask questions based on the answers. Rather than just firing Question one, question two, question three. So be flexible, make sure it's a conversation and not an interrogation. Next, ask guests to explain things, chances are you and the guests are going to be, you know, far greater experts on the topic than anybody listening. You know, you're probably trying to promote a technology or a sector you're working in. And quite often the customers you want to reach and not as great an expert. So always ask guests to explain unpack things, you know, give it a bit of clarity.

Even if things like just explaining abbreviations. That's going to help more listeners, engage with your podcasts, it's going to help grow that audience base. Make the guests do the majority of the talking. I mean, this is a really interesting challenge that I personally face. I like talking you'll probably gather that from the fact we do webinars. But webinars are very different. There you have a presenter talking all the time. With a podcast, the host should talk as little as possible. The guest should talk as much and the host should really just be the person guiding the guests through a story. And whilst we're talking about that, always make sure you avoid interrupting or talking over people. That sounds very confusing. And it's very hard to follow. When you listen to a podcast because you've got no image of the people talking, all you've got is the voices.

So I would say, always try and avoid talking over each other. And lastly, give examples. As a great quote, the pictures are always best on radio, let's make the pictures even better on podcasts. So thank you very much for listening. As I say, you know, we do do a lot of podcasts. So I'm very happy to work with anyone who's got questions, and talk to you about how maybe you can launch a podcast what you need, and how we can support you. And typically what we try and do with clients is we try and make them as self sufficient as quickly as possible. It's not a difficult thing to do, to run a podcast. And so what what we think is getting clients running on their own.

Quite often clients will say, well, actually, we want you to draft the questions, we want you to find the guests we want, you know, maybe you to do the editing. And so we'll often do that. But you don't need someone sitting and listening to you recording a podcast, that should be something that you're very capable of doing.

So I'm just going to check to see if there's any questions. Okay. And looking here, we do have let me see. This is a great question, actually. So would we recommend running a podcast as a set of separate series, or as a single overarching thing? That's a brilliant question. The answer is we wouldn't recommend either we'd recommend doing what fits your podcasts best. We have clients who run seasons, so that they'll run a season of podcasts, and they'll have a break. And that's driven by availability of people more than anything else.

And also the fact that they want to create very distinct islands of content. So you know, one client I'm thinking of in particular, they want to talk about a particular group of suppliers. And then they want to move on and talk about a very different group of suppliers. So doing it by a season approach is awesome, because it groups or suppliers together naturally, it's a brilliant approach. Whereas other podcasts because there's no inherent natural grouping, actually, maybe it's better to be consistent and just publish, you know, every month, every fortnight every week, whatever your frequency is, and be consistent. And I think it's about picking what works best for your podcasts. Both of them can be great approaches. Okay, I'm very aware that we have run a little over a normal half an hour. I do appreciate your time listening. If there are any questions you've got, please do send me an email Mike at Napier b2b dot com. I'd be more than happy to answer the questions, or get one of our team that regularly produces podcasts to sit down with you and work out how you can kickstart your own podcast. And hopefully, you know, over the next few months, I'll be listening to a lot more podcasts and many of those will be from you guys. Thank you very much for your time. I really appreciate it.

Napier Charity Sponsorship: Why We Are Choosing to Support Foothold

This year we were approached by the organizers of the Electronics Industry Awards to be a charity sponsor.  For us, it was a no-brainer, and we snapped up the opportunity to support and raise awareness of a charity of our choice.

Napier is no stranger to supporting charities, and we regularly provide support to charities from our local St Wilfred's Hospice to Medecins Sans. In fact, last year we decided to make a charitable donation rather than sending clients Christmas gifts, offering them the opportunity to vote for their favourite charity.

But, for the Electronics Industry Awards, we wanted to focus on a charity that dedicates its time to supporting the engineering community, an industry we are really familiar with. This is why we have decided to support Foothold, a charity focused solely on supporting engineers.

Launched in 1890, Foothold aims to ensure that engineers and their families feel supported in all aspects of their lives, from providing bespoke grants to help struggling families, advice and guidance on home and workplace issues and digital resources to help people take control of their wellbeing. Overall, they provide a helping hand so that engineers and their families can meet their needs emotionally, physically, and financially.

With 23,722 digital wellbeing sessions delivered to support community members in 2021, and £2.1million spent by Foothold in delivering support across 50 countries, we are delighted to be able to help Foothold in sharing their message at the Electronics Industry Awards 2022 and support them in delivering the fantastic services they provide to the engineering community.

For more information on Foothold, and how you can support them, please click here. 

Electropages Announces Launch of The Hub

Electropages has launched The Hub, a new free-to-use platform for engineers in the electronics industry.

Designed to provide educational content, new product information and design solutions, The Hub offers engineers an instantly accessible catalogue of on-demand webinars, podcasts and videos from a range of industry-leading companies.

The platform provides the opportunity for companies to submit relevant content for free, which will be seen by thousands of engineers and electronics professionals from across the industry.

Plans are already in place to extend the services offered from The Hub, with commercial packages around upcoming webinars and podcasts planned to be introduced. This will allow companies to promote their event as 'premium content' through The Hub's channels, as well as generating leads with a GDPR-compliant registration form.

Companies such as Analog Devices, ST Microelectronics, RECOM, Samtec, ROHM Semiconductor, Harwin, Melexis are already supporting The Hub with the contribution of content. Jack Pollard, Media Account Manager at Electropages commenting “More and more businesses are investing time, money and resources into this type of content to use across their websites and social channels, however, the content can only be seen by those that already follow the company. As a media brand with a global audience, we recognised that there’s an opportunity to create a platform that is hugely useful to both the engineer and electronics companies".

With organic traffic already seeing strong growth since the soft launch of The Hub in July, and the average duration approaching nearly 16 minutes, The Hub it seems has already hooked readers with its content, presenting a positive outlook for the future of the platform. The approach to implementing a combo of free and paid opportunities, with the option for 'premium content' to generate leads provides a great mix of opportunities for companies depending on their campaign goals and objectives.

We look forward to seeing how The Hub evolves in the future and seeing the continued strong growth we suspect it will achieve.

For more information on The Hub, please click here. 


Judges Announced for Electronic Specifier's Electronics Excellence Awards

Last month, we reported on Electronic Specifier's new award the 'Electronics Excellence Award', which has been launched for electronica 2022.

Inviting exhibitors at electronica to submit their most innovative products, submissions will be judged via an independent judging panel, and Electronic Specifier has now shared the details of who this panel will include.

The judges are from a range of companies across the industry and include:

  • Robert Owen, Director of Worldwide University Programme at Imagination Technologies
  • Rupert Baines, CMO at Codasip
  • Helen Duncan, Content Marketing Specialist at MWE Media
  • Emma Botfield, Managing Director UK & Ireland at RS Components
  • Mark Patrick, Technical Marketing Manager at Mouser Electronics
  • Thomas Gere, Senior Business Development of 5G IoT Smart Connected Buildings at Renesas Electronics
  • Nigel Watts, President at WPG
  • Jamie Davey, Associate Vice President of Arrow Electronics

The judges will be responsible for independently scoring the entries after an in-depth discussion and the highest scoring entry will be the winner, which will be announced on the Electronic Specifier stand (B4-451) at electronica on Tuesday 15th November at 12pm.

It’s interesting to see that several electronic distributors have been chosen as part of the judging panel, and I have cheekily wondered if they will be keener to recognise the suppliers they represent or potential new lines for their business. It will certainly be interesting to see which products they vote for, and we look forward to seeing the innovative products companies put forward.


Napier Named as Finalists for Two Awards

We are thrilled to announce that following an online vote within the industry, Napier has been named a finalist for ‘The Most Outstanding PR Agency’ category at the Electronics Industry Awards 2022, and a finalist for the brand new Instrumentation Excellence Awards 2022 in the category of 'PR Agency of the Year'.

We’d also like to congratulate several of our clients including Microchip Technology, Kinara, Fischer Connectors, Tektronix, Semtech, Fluke, Farnell, Yokogawa and ABB who have also been announced as finalists in either the Electronics Industry Awards or the Instrumentation Excellence Awards. 

Congratulations to all the shortlisted companies, good luck to our clients, and we look forward to attending the awards at the end of October.

New Editor-in-Chief at EE Times

EE Times has welcomed Brett Brune as its new Editor-in-Chief.

With a background in media that includes both editing and writing roles at the New York Times, USA Today, and the LA Times, Brett has a particular interest and expertise in some of the major topics within the electronics industry, including microchips, power, and manufacturing. He was also the founding Editor of Smart Manufacturing Magazine.

EE Times has released an introductory podcast which shares some further information about Brett and his plans for the publication. The podcast is available on the EE Times website and can be found by clicking here. 

We wish Brett the best of luck in his new role and look forward to seeing the direction he will take EE Times in moving forward.


Hybrid 'Future of Electronics RESHAPED' Conference Announced for October

TechBlick has announced a hybrid conference and exhibition on reshaping the future of electronics, focusing on the topics of printed, flexible, additive, hybrid, wearable, textile, 3D, structural and in-mold electronics.

Taking place from 12th-13th October 2022 in the High Tech Campus in Eindhoven, Netherlands, the event will provide over 45 live onsite talks, and 50 tabletop exhibits. Speakers include companies such as Novo Nordisk, Meta/Facebook, ASML, Schneider Electric, GE Healthcare, Airbus, Wuerth, Fuji, and JCDecaux.

With the option to invest in a hybrid annual pass, visitors will be able to gain onsite admission, as well as access to the event's virtual portal, which provides all live TechBlick events for the next 12 months, a library of more than 500 videos and PDFs from past events, as well as access to year-round masterclasses.

The event targets professionals from all areas of the electronics industry, from innovators, material suppliers, equipment makers, and manufacturers, through to end users.

Two parallel tracks of industry-led masterclasses will take place, alongside a tabletop exhibition, built with a primary focus on encouraging networking.

With TechBlick an existing platform which focuses on emerging technologies, it's great to see them focus on the electronics industry and provide a hybrid platform to not only educate the industry but also provide a fantastic opportunity for professionals from across the electronics sector to network with each other. We look forward to hearing the feedback from the industry on what we are sure will be a fantastic event.

For more information on the show, please click here. 


AspenCore Organizing Power Electronics and Embedded Forums at electronica 2022

The AspenCore team has announced that they will be organizing the Power Electronics and Embedded Forums in cooperation with Messe Munchen at electronica 2022. 

Each forum will run from Tuesday, November 15th to Friday, November 18th 2022, and will feature presentations about technical and market trends, new products, strategies and applications.

The power electronics forum will cover a range of topics including power management, wide bandgap semiconductors, renewable energies and power supplies and energy storage.

The embedded forum will focus on trends in embedded systems design, architectures for AI and HPC, designing for safety-critical and mission-critical systems, as well as the future with AIoT.

More detail about the forums can be found by clicking here, and we look forward to seeing them take place at electronica in November.

Electronic Component Show Confirmed for 2023

MMG Publishing has confirmed that the Electronic Component Show (ECS) will be taking place in 2023, on the 25th of May at the Kassam Stadium, Oxford, home of Oxford United Football Club.

The confirmation of the 2023 event follows the success of the 2022 show, which was well received by the industry.

The one-day seminar and tabletop exhibition was praised by design engineers and purchasing professionals, who were able to meet over 60 current or potentially new suppliers in one place. The seminars were popular and featured topical presentations for design engineers and supply chain professionals.

Visitor and exhibitor feedback confirmed that the location and venue was well-liked, as well as the free car parking, and free entry.

Visitors included representatives from across several market sectors, which included 25.5% from the manufacturing sector, 18.76% from the aerospace sector, 14.15% from the electrical and industrial sector and 7.38% from the military and defence sector. Visitors also included formula 1 teams, offshore, marine, medical and rail manufacturers.

MMG Publishing’s owner and publisher, Mark Leary, said: “After organising a number of one-day events over the years, the team have really finetuned our events to ensure we generate maximum satisfaction for both visitors and exhibitors. We conduct valuable research after each show we organize to keep improving the event experience for all. It’s satisfying to get really positive feedback from visitors and exhibitors which is a great spring board for ECS 2023.”

With events back in full swing, after a two-year hiatus due to COVID, it's fantastic to see such wonderful feedback from the industry, and for events such as the Electronic Component Show, to successfully provide value for several areas of the industry.

Visitor registration for the ECS 2023 event is already open and more information can be found by clicking here. 

A Napier Webinar: Avoid the Biggest International Marketing Mistakes

International marketing requires a lot more than simply reaching an audience in another country. Culture, language and convention are potential minefields, leading to many international campaigns failing or even damaging the organisation.

Napier recently held a webinar titled 'Avoid the Biggest International Marketing Mistakes' which explored the most common international marketing mistakes and strategies to ensure marketers avoid them. We covered:

  • Common mistakes (with some amusing examples)
  • Culture and language barriers
  • Strategies to overcome challenges
  • How to expand your campaigns into new territories successfully

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

Napier Webinar: ‘Avoid the Biggest International Marketing Mistakes’ Transcript

Speakers: Mike Maynard

Mike: Good afternoon. Welcome to the latest Napier webinar. I'm gonna give it another minute or so before I start. So if you want to get yourself a coffee or something that would be perfect, and we'll start in about a minute. Okay, welcome to the latest Napier webinar. Today we're going to be talking about international marketing mistakes. This is always a great topic because it's always easy to find examples where people have run international campaigns, and those campaigns haven't quite been targeted. Just right, we are going to focus quite a lot on the differences between the US and Europe as a whole. And particularly the UK one of the reasons for that is it's easy to compare because the language is normally the same. But we'll also talk quite a bit about some of the differences within Europe too.

So in terms of what we're going to do, we're going to try and help you avoid those nightmares of international marketing, where you run a campaign that isn't quite right for the target audience. So the topics we're going to cover, we're going to start off with some examples of where things did go badly wrong for actually very large companies just to prove that everyone can make mistakes in international marketing, we're going to spend a little bit of time talking about language is incredibly important, particularly where you've got the written word, it really makes a difference in terms of whether you communicate well or not. We'll then look at some of the other differences, particularly cultural differences between different countries.

We've got two sections talking about the media and content. So a couple of slides to discuss, you know how the media differences differs and publications in one country may not behave the same way as publications in others. We'll talk about localising content and some of the pitfalls there. And lastly, a couple of tips on avoiding mistakes. So let's get into it. And let's start with some other people's nightmares. So some things that went very badly wrong.

You'd be amazed at the stories around the automotive industry and I think my personal favourite is the Toyota MR. To Toyota didn't sell these cars in France, they started to try and sell them. And it took a little while until someone explained that Mr to in French sounds very much like poo in French or an equally bad term. And nobody wanted to be driving the poo car. So Toyota then had to withdraw the MR to they didn't even rebrand it because they'd already launched it with the name. And so they actually had withdrawn entire product from France because of that issue. And there's always issues around rude words. I mean, if you're struggling with a cold, you might have used Vic's if you're in America or UK. Unfortunately, launching that in Germany is not very good because the way it's pronounced sounds very close to another rude word, because the V is pronounced like an F. So you've got to be very careful about pronunciation and how things actually said in different countries.

We can look outside Europe as well and we can look at you know, places like China. So, KFC obviously, you know, everyone in the West knows KFC is finger licking good. Unfortunately, the initial attempts at translating finger licking good. were described as Chinese by Chinese people as being pretty close to eat your fingers off, which wasn't quite so appetising as being finger licking good. But, you know, clearly KFC actually made recovering KFC is now a very strong brand in China. So it is definitely possible to go from these mistakes and recover but clearly, the first thing you need to do is try and avoid the mistakes and make sure you don't get into trouble. And this is all down to nuances. have language. And it's not even that we're going to say Americans are particularly vulnerable to do that doing this coming to Europe. Winston Churchill was very astute in saying that America and the UK were two countries separated by the same language. Some advice that the marketers in Electrolux might have used, because apparently products that suck aren't always a good thing. And in America, generally speaking, sucking is a bad thing. And Electrolux ran such an incredibly successful campaign in Europe, using the tagline nothing sucks, like Electrolux, they actually ran it in America without testing it. And of course, Electrolux then became the vacuum that sucks and nobody wanted to buy in the States.

It's not all about disaster stories, though. Some of it is about really subtle nuances. And if we look at words, I mean, words can have very different meanings in different countries. So we worked with a client for a long time in the IT sector. And we were trying to explain, you know, how their particular product, made things more efficient, make things faster, make things more effective. And we had a couple of campaigns in Germany that were kind of okay, and not great. And then we started talking about how the product improved proves your workflow. And this massively resonated in with the German audience. The journalist is obviously very process driven. Which means that they do think about things like workflow. But in this particular sector, workflow was incredibly important as a term, not something you'd use in an English or American context in the same market. But something hugely important. So sometimes tweaking, you know, even English words with English campaigns, running other countries can make a huge difference to how campaigns run. So it doesn't have to be disasters making things go wrong. It can sometimes be small changes that actually deliver significant upticks in terms of campaign performance. One thing to mention, whilst we're talking about this, is idioms are particularly difficult to translate.

So I remember working for a company once that had pairing what's next as its tagline. And we were informed by the Dutch translator that actually, they'd given up, they couldn't translate it in a way that really made sense. And so quite often, you will see companies using short taglines or idioms in English, even when the rest of the marketing material is in local language. And that's to try and protect the meaning of what you're trying to say. And of course, that's ultimately what we're trying to do. We're trying to communicate meaning we're not trying to communicate specific words. Having said that, people you know, tend to hold idioms and taglines in English, you do need to translate. And if you look at Europe, there is an amazing spread of speakers who don't have English as their first language. In fact, English is the fifth most common first language in Europe. Russian is the biggest, obviously, at the moment with sanctions, that's much less of a concern for most people.

Because there's very little business being done with Russia. But there's 97 million people who speak German as a first language. It's not just Germans, that's people in Austria, and also many of the Swiss. French is next with over 70 million Italian next with 65 million as a first language. And English only has 63 million speaking as a first language. So this shows the importance of translation. And clearly, if you want to convey emotion, as well as meaning, it's so much more effective to be talking in the person's first language than it is to try and convey emotion in a second language is always much more difficult. So it's absolutely important to make sure you translate and as the sign clearly says, that's the route to success. So if you've checked the dictionary, you've done the translation. Now what what are the other differences other than language issues? Well, I mean, one of the main things is that we actually care about quite different things. In Europe, football is not played with an egg shaped bowl, and we don't wear pads. Football is soccer over here, and people really care about it. And it's really, really important. And so, you know, sport is very different. But it's not just you know, the football example that's continually given. Cycling for example, is an incredibly popular sport, not only in terms of people taking part but in terms of spectators and watching it I'm particularly on the continent in Europe. And you see a lot of people interested in cycling as a professional sport, particularly in Italy and France. And that's, you know, kind of different to maybe how you'd see cycling in the States, where it's much less seen as a professional sport, and indeed, much less important in the UK. And of course, in the UK, we also have our own specific sports as well. If you want to get people excited in the UK, then you have to start talking about cricket.

And clearly, it's way beyond me to explain cricket within the context of this webinar, but it's something that's absolutely built into a lot of people's psyche in the UK, and incredibly important. It may be important in the UK, in India, it's pretty much a religion. And actually one of the most interesting things is that the second most valuable sport in the world, for TV rights is cricket. And that's because of the league in India called the Indian Premier League. And that generates more TV revenue than anything else in the world, other than the NFL. But the important thing to say is it generates that revenue in the space of a little over two months. So it's a very, very short season, in the IPL generating vast amounts of money. And if you're not familiar with cricket, and even if you're English, and you're not into cricket, you probably don't understand the impact that some of these sports can have in different countries. So being very aware of, you know, things in particularly sporting context, when you want to use sporting analogies is very important.

One of the things we have, when we're talking to Americans, is not just talking about sports, and having Americans trying to work out what on earth is going on in a cricket match, but also discussing history. And in America, history is very different to Europe. And I've seen, you know, established companies that have been established for 10 years being something that, you know, Americans see as being a long time. In the UK, you know, this is old. Stonehenge is about four to 5000 years old. But this, this is what qualifies as old. And traditions don't really start unless you've been doing them 100 years. So I think be very careful about talking about things that are traditional, or long standing, if you're an American, and trying to market into Europe. And in Europe, we're very focused on our views of what different countries are, we don't see Europe as being one country, we actually see Europe as being lots of different countries, and lots of different cultures. And ultimately, what matters is brand origin. And brand origin is hugely, hugely important.

So if we look at, for example, the automotive industry, being a German brand, BMW is a great example, is a really valuable thing. Because that conveys messages of technology, quality, reliability, it's really, really good. If you look at something like fashion, then having an Italian brand origin is really where you want to be, and everybody wants to appear Italian. But interestingly, things can change. So the Italians, their beer industry, a one point was almost a joke, their wine industry absolutely fabulous. But they never really focused on beer. More recently, we've seen Italian brewers actually become very cool and very trendy, across basically most of the western world. And it's been an amazing shift that we've seen that whilst brand origin matters. Sometimes you can educate consumers to believe that your brand is conveying something different and clearly, you know, with Italian brewing, it's conveying something very different to German brewing, but it doesn't necessarily mean that it's not as good. So I think thinking about company, about the company brand, and how that fits into the country that you're based in is super important. If we look at you know, the brand origin of companies in America, they're generally seen as being innovative and leaders in technology. In Europe, I think, though, you know, people would often see European brands as being higher quality, and it's something you need to think about in terms of how you communicate your brand story and where your company comes from. The next thing to say is when not one Europe, actually, it's really important to get local websites for each country. It's not just about trying to communicate local offices, or local language. But if you really want to be successful, building local websites for each country really gives those customers the feeling that you know and care about them. The reality is for a lot of our clients, that's never going to happen because it is prohibitively expensive. But it's important to remember that a single website for Europe is not the solution. And sometimes, it can always be better have one website for the world in English, than trying to have a European website that's in English, and assume that's going to cover Europe better than your Global website.

So think about how you talk to each of those countries, each those countries typically are quite proud. And local really is local. So if you want to communicate things about case studies, for example, and you want to communicate case studies to Germany, you really want to try and find German customers to talk about. There's always a perception that within Europe, companies in different countries have slightly different requirements, slightly different needs, and maybe what works for in Germany might not work in the UK. You know, Germany is a great example of a country that invests a lot in process, and also invest a lot in equipment within the business sector. The UK is a very different situation, where traditionally, the UK has invested much less in terms of investing in capital expenditure, and also tends to be maybe a little bit more haphazard in terms of planning. And you'll see that sometimes in the case studies. So it is really important to try and identify case studies that are local and very relevant to the audience you're trying to reach. Another example about this is if you look at how people treat issues, and maybe the biggest issue at the moment is the environment. And I'm sure you're all familiar with Greta, you know, very much a global personality talking about the environment. But because she's from Europe, it doesn't mean Europe has consistent views.

So yes, it's true that Scandinavians have massively increased uses of trains, and do tend to, you know, think a lot about their carbon footprint. But equally, it's true that the Germans are not giving up their big powerful cars either. And they're not giving up the opportunity to drive. It's what most Germans now look, regretfully at being only 155 miles an hour down the Autobahn because most cars are limited. So that again, you know, don't think Europe has the same view when it comes to things like sustainability. Europe doesn't Europe has very different views from different countries. And of course, Europe as a whole does tend to be more sustainability focused on the US, for example. But again, that's certainly not the case. And I'm sure that anyone from the states listening to this will say, Well, absolutely, there's a very different view about sustainability if you're in Texas, compared to if you're living in Cal in Northern California, for example.

So lots of different views. It's all about understanding, you know, the way people think, and the way they approach things differently from country to country. On top of that, people actually communicate differently. And in Germany, it's really common to address people as Mr. or Mrs. And then their their surnames are here for hour, and then their surname whilst at work. And for people outside of Germany, it's kind of strange, because as soon as colleagues go out for maybe a meal or drinks after work, they all revert to first names. But during working hours, it tends to be quite formal. And quite often, if you're running campaigns into Germany, it's really important to think about how you address people, whether you use their first name or not.

And in particular, where you have a relationship between sales and the customer, then it can become very important to actually consider whether you're using first name or surname and reflecting what the sales team are doing. It's on the face of it quite simple. But in reality, trying to understand whether you're using first names or surnames can be very tricky, particularly amongst, you know, things like marketing automation tools, which won't have any kind of measure of formality in terms of the way you address people. So understanding how you work those marketing automation tools in Germany can be very challenging. There's also different approaches to hours of work. Don't have a breakfast meeting in the UK. I think that's the best advice I could probably give people. Nobody in the UK is racing to have breakfast before they go to work. It's a very cultural thing. And asking for a breakfast meeting is normally not a great way to do it. And that's generally true.

Across Europe, I mean, generally speaking, Europeans don't have breasts breakfast meetings in the same way that you do in the States. I would say particularly journalists have a reputation for never doing early morning meetings. And also, another important thing for to know about journalists, is that Friday afternoons are kind of off limits for work. So asking journalists, particularly in the UK, to have time on a Friday afternoon is generally a no, no, it's the run into the weekend. And it's often the day where people will leave a little bit early as journalists and lengthen out that weekend. So try and avoid those Friday afternoons and definitely avoid the breakfast meetings. It's not that we're lazy, though, it's really a cultural difference. And so one of the things that happens in Europe, and particularly in Germany and the Netherlands, is that people like going out to trade shows and meeting face to face. And I think understanding the trade show culture is incredibly important.

And it's amazing that, you know, when I talk to, you know, people in the UK, or maybe the US, you know, there were real questions about how would COVID impact on trade shows, and would trade shows even come back after COVID. If you look on the continent, and as I say, particularly in those trade show strongholds of the Netherlands and Germany, there never was any doubt that people would go back to trade shows. And absolutely, we've already seen trade shows restarting and being remarkably successful, even though we're not quite out of COVID. yet.

So trade shows are an important way of doing business, in countries in Europe. And understanding that is really key that meeting face to face at a show is absolutely an important part of how those people do business. And, of course, how you do business is, is governed by local laws as well. And in particular, there are lots of laws around misleading adverts and comparative advertising in Europe that you need to be very careful of. And the the implications of breaking those rules and regulations can be very different. So in the UK, if you publish a misleading adverts, you basically get told off, you basically get a message saying you got to stop running that ad and you shouldn't do it again. And that's it, it's a warning. In Germany, you can be asked to pay damages. So if the court decides that your advert was misleading and damaged a competitor, you can be told to pay money to that competitor. And then in Belgium, if you place an ad, that's misleading, you can actually be told to place other ads that correct the misleading ad. And clearly that can be very painful for your brand, because you're not only admitting you've got something wrong, but you're also effectively promoting competitors. So marketing regulations really matter.

And you will often hear the, you know, people quoting Well, you can't do comparative advertising in Europe. That's actually not true. You can do comparative advertising. But comparative advertising gets very difficult in certain countries countries, because the costs of getting it wrong are so high, that it's almost prohibitively risky. So don't believe people when they say there's an absolute ban on comparative advertising, there are limits. But there's there's no absolute ban. Having said that, you've got to be extremely careful. And it's an area that I'd be very wary of. We also have GDPR GDPR is, to me one of the most interesting regulations, and I think there's still a lot of things playing out in terms of the GDPR regulation.

The interesting thing is, is that GDPR is very much driven by how the company or the organisation chooses to interpret it. And there are a lot of interpretations of GDPR that we see today. They're incredibly restrictive, and actually very much limit how much marketing organisations can do. And one of the things I urge is to not view GDPR as this, you can't do this, you can't do this. But really understand what GDPR means a GDPR is very much about being open and transparent about what you're going to do. I mean, yes, you have to allow opt outs in b2b. And consumers even tighter and you need to have opt ins, but in b2b opt out is absolutely fine is absolutely GDPR compliance. But the important thing is you communicate exactly how you're using the data. And that's really the key thing. And if you're open and honest about how you use the data, you'll actually find you can do a lot more and your marketing campaigns will be more successful. So that's covered the main areas of you know some of the cultural differences, some of the things we see.

We're now going to move on to the media. Now, the media in Europe is is very intro Testing. And I think the UK has one of the more interesting areas, although we'll see on the right hand side of this slide, some content from Germany where we have men in leather shorts, drinking beer in an Electronics Magazine, not something we'd see, I think outside of Central Europe. But, you know, this is something where the publication, it's electronic is probably the leading publication in Germany for, you know, in depth technology. And it actually publishes photos from the summer event they have, where, you know, people are openly drinking beer, wearing national dress, and, you know, maybe not looking how you'd expect engineers and other people in the electronics industry to look at the same time the same publication is, of course, incredibly technical, as you'll see on the next page, towards the middle, where, you know, they'll publish code and detailed information about products.

So it's very interesting to see that contrast, you probably wouldn't see either extreme in the UK. But you will see in the UK, for example, the newspapers being very, very different. And to imagine that any campaign on business press that you run in the US is going to transfer to UK newspapers, is just fanciful, it does not happen. The approach of newspapers is very different. And you have to build campaigns for those newspapers. And this literally is the front page of newspaper, The Daily Star from yesterday, where apparently, we've got to worry about drunk German wasps in the UK, which is an unbelievably mind blowing headline on so many levels. And actually, we've seen publications try and replicate that UK sense of fun in, in technology. And the register was famous for it for many years, although it's very much toned down when it does. But I can assure you that Parnassus did not call their technology dodgy file tart up when they were promoting it. So the journalist, but register for a long while love these headlines. And indeed, we still see some fun headlines in the UK. So what are the rules of thumb? I mean, how can we, you know, understand the differences? Well, in general, if you're looking at b2b technology, in particular, if you're looking at trade press, there's some rules that you can follow that are going to help you generate content that is going to be more attractive to European journalists. The first thing to say is that in general, and this is particularly compared to the state's content needs to be more technical and less promotional.

And that's particularly true for Germany, but also true to a large extent for Europe as a whole. Europeans also tend to be quite focused on being very practical in terms of their publication content. So it's less blue sky more about what's going to help an engineer tomorrow. We've talked about local people. We've talked about formality. And actually, usually, the language is more formal in Europe than it is in the US. Generally speaking, longer articles referred in Europe again. And there are publications that are exceptions to this. But certainly not being afraid to generate longer articles is important. And certainly in Germany, we see publications taking 2000 word articles. So very long articles are preferred. Of course, don't forget that when you do translate, your content will get longer as well. So anything written in English translated into German or French, is typically longer. When we look at the way the journalists work, you know, the company is often treated as subject matter experts, there's less cynicism about the company having knowledge.

And it's normally not important to build up credibility and only a trust, if you're in a certain role. You're, you're definitely the right person. Sometimes we are just different, though. And sometimes, you know, journalists will come out and they will try and make a point. And we've had a few character journalists, and still do have character journalists in Europe. So don't imagine that the stereotype of a, you know, maybe more nerdy, more focused, you know, perhaps quieter journalist over here is always the case. There's always some characters too. I'm sure my American colleagues will say says the same in America. But you know, don't expect journalists to read every email and respond to every email that just doesn't happen. And actually, if they get emails and not interested in they're almost all just always ignore them rather than respond.

And this is because journalists are very busy. And in Europe, and particularly in the UK. It's very common to have multiple editorial roles. So rather than writing for just one publication, you will have a journalist writing for multiple publications. I remember I was talking to a journalist So he works in a data storage publication. He said, Yeah, I'm busy, because I've got this issue of my Windows magazine to get out. And I said, I didn't realise you did consumer stuff. He said, No, no, no, it's not not windows for PCs, it's Windows for houses. That's what I write about. So journalists can have very, very different roles as well. And then lastly, the way that journalists Express cynicism in Europe, and particularly UK is generally fairly quietly, quite often, you'll see, particularly in the US a more confrontational approach with journalists. And you'll have a spokesperson come to Europe, they'll present the journalist when so anything that goes absolutely fantastic, you know, we had no questions. I created a great pitch. It's like, no, the guy basically didn't ask you questions, because he didn't think much of your pitch, and he just wasn't interested in engaging. So beware that quiet cynicism at the end with Yeah, thanks, that's really helpful, and no engagement, no questions. And that can often mean that the pitch hasn't hit the mark.

Obviously, contents important as well. And if we look at content, again, we can look at some very crude rules of thumb. And those content rules are very similar for white papers and things as they would be for dealing with content for the press. So usually, the writing style is more formal and less promotional. Generally speaking, Europeans want more facts to back up claims and less hype. And as I mentioned before, Germans love technical details. And in white papers, you've really got to go to town on the actual details and the facts and the figures. Another thing as well as design is important. And generally speaking, Europeans are more likely to engage with content that is very well designed, looks good, and is easy to scan and read. So don't underestimate the importance of design in Europe, that definitely makes a difference in the amount of engagement with content. And lastly, too much hype is never a good thing.

And that's particularly in Germany. So don't use headlines to oversell the content, it's only going to damage your brand, make sure that everything is very clear, very direct. And as I say, just maybe a little bit more formal than you do in the States. Having said that, there are similarities. And here you can see the start of an NFL game that's being held in the UK. So we do actually have NFL games over here we have a number as I'm sure you're aware, holding the UK and there are some metal American football fans.

So talking about American football isn't necessarily a problem in Europe. The only problem we do have in Europe for any football fans who are listening is that we think the Jacksonville Jaguars are the only team in the league because they seem to be the only team who plays every single season in the UK. But certainly, you know, we do understand. So question your local teams. And question with both in terms of whether you need to make changes, whether you've done enough, or whether you've done too much. And quite often, local teams will just want to change to localise because that's the way they feel it should be there. They're playing marketeer. They're not playing advisor for the local market. And that can be a very big mistake, because quite often you're talking to salespeople, and those salespeople are trying to do something that's not their core expertise.

So if our sales team says we need to change this for Germany, or for UK or whatever, I would absolutely say always question why that needs to be the case. Because quite often, it doesn't need to be the case. And quite often you can find that some of the changes people feel need to be made, actually a completely unnecessary amaze and make the campaign less effective. Obviously, what we're trying to do is we're trying to communicate the same meaning globally, we're trying to communicate the same action, so to say, of course, the same actions globally. And we're basically trying to make sure that we have as much consistency so we might change the actual words, but hopefully the meaning and to a large extent the imagery can be the same, which means that when people go to your website, they can then see something reflects the overall campaign.

And lastly, in terms of my last top tip, obviously use experts and Napier has spent a long time working with clients in terms of localising translating trends creating content. So definitely come and ask us if you have any questions. Thank you very much for listening to the webinar. I hope everyone's found it useful. If you have any questions, please do feel free to put some in the chat. And I'll be more than happy to answer them. Okay, so I've got one question in the chat, which is, actually it's a really good question.

So the question here is when we're translating, is it possible to use machine translation? You know, obviously things like Google Translate. And now very, very good. The unfortunately, the simple answer to this is no. The machine translation tools are very good. And they're certainly excellent in terms of giving you the meaning, and the gist of what's supposed to be in there. But machine translation tools don't read, like, somebody who was a native would translate. And so the problem is, is once you go beyond a couple of sentences, it starts becoming very obvious that the translation is not done by human, it's being done by machine. And that can be very negative to your brand. Because if I'm working in Germany, say, and you're my first language is German, and I feel you're not bothering to translate, you're just running it through Google, that sends me a message that you don't value Germany as a market.

So although people will get the meaning, and they'll be able to understand what you're trying to say, in the local language, it's not the same as translating, and in fact, can be a bad thing and can damage your brand. So be very careful about machine translation. And particularly, as I say, once you go beyond a few sentences, it can be a real issue. The other thing to say as well as machine translation, whilst it can work for very short pieces, it can also make some mistakes as well. So when you get to, you know, very short phrases, then again, there can be issues there.

So be very careful about machine translation. If you're running Google Ads campaigns, it can absolutely help. And quite often, we can see, or we have seen translators using machine translation as a first pass and then doing edits. So that can speed things up sometimes. But you have to be very careful because everyone will see the error and no one will take notice of the 10 things that you got right with machine translation.

Okay, I don't think I've got any other questions. I really appreciate your time. On the webinar today. We will be producing an on demand webinar so you'll be able to listen to this or Share this if you want to share it with someone else in the future. And thank you very much for listening. Goodbye.

Embedded Conference Finland Returns for 2022

Embedded Conference Finland has announced that it will return for 2022, after previously being cancelled in 2020 and 2021 due to the pandemic.

Taking place on Tuesday 6th September, the conference will focus on a range of topics including embedded security, legislation, and edge machine learning. There will also be a special keynote focused on the current cyber security situation in Finland.

With current exhibitors including congatec, Rutronik and Kontron, the event will be taking place in Valopiha at Akavatalo in Pasila, close to Helsinki Convention Centre.

Here at Napier, we are delighted to see another conference return after the pandemic and look forward to hearing what we are sure will be fantastic feedback from the event.

For more information on the conference, please click here. 

DFA Manufacturing Media Launches Talking Industry as a Podcast

DFA Manufacturing Media has announced that its online panel discussion forum, Talking Industry, is now available as a podcast.

Initially created as an online panel discussion in the middle of the pandemic in July 2020. Talking Industry features a panel of four or five industry experts from the worlds of engineering, automation and manufacturing to join consultant editor and commentator Andy Pye to discuss different topics which are important to the sector.

The expansion into the podcast domain offers listeners the option of on-demand access while on the go, whilst also expanding the reach to a wider global audience.

The podcast will release new episodes every two weeks and will feature both stand-alone episodes and mini-podcast series focusing on specific topics within the industry. It will be available on all major podcasting apps including Apple podcasts, Google podcasts, Podbean and Spotify.

It's great to see DFA Manufacturing Media take the next step and expand the Talking Industry platform to reach a global audience. With some great podcasts already live focusing on topics such as digitalisation in manufacturing and energy efficiency, Talking Industry will continue to be a great educational source for the industry.

Feedback and engagement about the podcast are encouraged, and listeners can send questions and topic suggestions to the following email:


Electronic Specifier Launches Electronics Excellence Award 2022

Electronic Specifier has launched an award for electronica 2022, named the 'Electronics Excellence Award'.

Inviting exhibitors at electronica to submit their most innovative products, submissions will be judged via an independent judging panel, and all entrants will be invited to a short presentation on the Electronic Specifier stand (B4-451) at electronica on Tuesday 15th November at 12pm, where the winner will be announced.

All submissions will be featured in a series of exclusive newsletters in the weeks leading up to electronica, and will also be included in Electronic Specifier's printed issue, which will be distributed at the show.

The deadline for entries is 23rd September 2023, and the winner will also be announced in the December issue of Electronic Specifier Design.

With trade shows back in full swing, it's great to see Electronic Specifier taking it one step further to engage exhibitors at the show. Good luck to all who enter and we look forward to seeing the winner announced at electronica in November.

Elektra Awards 2022 Extends Entry Deadline

The Elektra Awards 2022 has extended its entry deadline, providing entrants with the opportunity to submit their entries until Thursday 28th July.

With 17 awards up for grabs, the ceremony will take place on Wednesday 30th November at the Grosvenor House, Park Lane, London.

Welcoming entries from manufacturers, distributors, designers, individuals, research groups and start-ups from across all areas of the electronics industry; the deadline postponement is not entirely surprising with the Elektra Awards known for its traditional deadline extension.

For more information on the categories, please click here and good luck to all who are entering!


A Successful Return for embedded world

embedded world had a successful return this month, after previously being postponed due to COVID-19.

As an event that has long been regarded as the 'go-to' place to gain insight into embedded system technologies, it was great to see the show back in full force, with more than 720 exhibitors from 39 countries present, showcasing their latest developments.

With over 18,000 international embedded experts from 76 countries attending the show across the three-day event, it's clear to see that the industry has embraced the return of face-to-face networking.

Benedikt Weyerer, Director of Exhibition at embedded world, NürnbergMesse commented "I am overwhelmed by the dynamism, energy and innovative spirit of the embedded industry that was clearly evident during the three days of the show. The security of electronic systems, distributed intelligence, the Internet of Things and solutions for future subjects such as e-mobility and energy efficiency - there are so many trends and exhibitors are addressing pressing issues and already presenting marketable products."

The embedded world and electronic displays conference also drew a crowd of around 1,000 attendees and speakers from 42 countries; which offered the opportunity to interact with top-class experts and colleagues in 196 presentations, 10 classes, 3 keynotes, and six expert panels to exchange technical information and knowledge. embedded world's digital content was also well received with over 3,900 visitors accessing the platform.

Although visitors were down around 1/3 compared to pre-COVID levels (in 2019 around 30,895 visitors attended), it certainly didn't feel that way. In fact, stands seemed very busy, with footfall consistent and several companies commenting how successful it had been for them.

For more information on the performance of embedded world 2022, please click here. 

EE Times Celebrates 50th Anniversary

2022 has marked the 50th Anniversary of AspenCore's publication EE Times.

With the first issue published in 1972, EE Times has been a leading publication in the industry, delivering news and analysis for electronics engineers.

To commemorate this anniversary EE Times will run anniversary promotions through to the end of the calendar year, with a focus on theme and editorial perspectives which will look back over the past 50 years, as well as exploring what the future holds for green engineering and manufacturing in a silicon-based world.

50 days of original news articles and analysis will also be published from September 26th- November 7th 2022.

Here at Napier, we are always delighted when publications reach milestones, especially those as big as their 50th anniversary. There's no denying that times have been tough for publications in recent times, so it's great to see that magazines such as EE Times are still going strong.

AspenCore Announces Green Engineering Conference for September 2022

AspenCore has announced that it will hold a Green Engineering Conference from September 13th-15th 2022.

As the world's ability to reduce energy consumption relies significantly on the electronics industry, semiconductor manufacturers and other electronics companies are making binding commitments to be carbon-neutral or to meet other energy-saving benchmarks; both in terms of their own operations and in terms of the products they design and manufacture to help their customers meet their sustainability goals.

With the focus on achieving these commitments, AspenCore has launched the Green Engineering Conference, to provide a platform for members of industry, academia, and government agencies to come together to discuss the challenges that must be overcome and to work on collaborative solutions.

Topics for the conference will cover subjects such as:

  • Advances in controlling or minimizing energy consumption in semiconductors and electronic systems (power electronics, processors, tiny ML, energy harvesting devices)
  • Advanced energy production, transmission and distribution technologies and techniques (smart grids, renewable power systems, etc.)
  • Advances in specific verticals (e.g., automotive, wearables, data centers, edge IoT, bitcoin mining, consumer electronics, etc.)
  • Government frameworks for encouraging solutions (defining challenges, setting goals, creating incentives, etc.)
  • Materials science (developing and choosing sustainable materials in product development)

It's encouraging to see AspenCore providing a platform to educate and support the industry with the challenges that lay ahead for the engineering sector. The finer details of the conference are yet to be released, but sponsorship opportunities are available by contacting Director of Sales, Laurie McElroy at


New Date for Electronics Industry Awards 2022

The Electronics Industry Awards 2022 has announced a new date for its award ceremony and will now be taking place on Thursday 27th October.

The ceremony will be located at the Grand Connaught Rooms in Covent Garden, alongside the brand-new Instrumentation Excellence Awards. A joint champagne reception for both events will take place, ahead of separate award ceremonies, and they will also come together at the end of the night for further networking opportunities.

The deadline for entries has been extended till the 30th of June, with a total of 19 awards up for grabs this year. The shortlist of five nominees per category will be announced once the industry voting and judging have taken place.

Good luck if you are entering and we look forward to attending the awards in October.

Manufacturing & Engineering Week Reveals Special Show Features

The Manufacturing and Engineering (M&E) Week has revealed two new special show features which will be held throughout the two-day co-located events.

An innovation zone will showcase live demonstrations of the UK's most cutting-edge products, to demonstrate the latest technologies that are shaping the future. Key highlights include an AI car, the world’s first VTOL biplane, displayed by Coventry University’s Formula Student and UAS Challenge Teams, plus an Aston Martin Formula 1 racing car simulator which uses cloud ERP from software vendor IFS.

The Great Egg race will also be taking place across both days of the show, as engineers are invited to compete to build gadgets to propel an uncooked egg over a wall into a tractor trailer, with winners announced onsite at the end of the day. Teams can still enter and can enquire by emailing

Encompassing four events to showcase the very best of the UK's manufacturing and engineering sector, the M&E Week provides a platform which not only educates the industry via a full programme consisting of workshops, talks and presentations, but also provides a place for professionals across the industry to network and learn from each other.

With the M&E Week kicking off with two days of digital sessions from 6th June 2022, the co-located events will be taking place from 8th-9th June at the NEC in Birmingham.  Covering the entire product lifecycle of the manufacturing and engineering industry, the four events include the Design Engineering Expo, the Engineering Expo, the Manufacturing Expo and Maintec. Each show provides different seminars, workshops and presentations based on a specific area within the sector. Topics focus on a wide range of hot issues, including the future of the sector, embracing the need for digital transformation, incorporating AI, Net Zero and the diversity and skills gap.

As the official agency partner of M&E Week, we are looking forward to a jam-packed couple of days, and supporting the organizers, Nineteen Group, with what will be a truly informative, and engaging event.


AspenCore Announces 'Mind of the Engineer' Study

AspenCore has announced that its 'Mind of the Engineer' study will once again be taking place, inviting engineers to participate via surveys that will be going out into the field in June.

As a study that takes place every two years, AspenCore has spoken with tens of thousands of hardware, software, and test engineers, as well as students, field-support employees, and engineering managers worldwide over the last 30 years. The 'Mind of the Engineer' survey not only provides insights into the current electronics engineering landscape but also helps predict how engineering jobs are evolving, and where technology is taking the profession.

Engineers also share the challenges they face, the resources they need, and how they spend their time.

As we emerge from the pandemic, the results of this study are sure to be interesting for the industry, as we gain insight into several areas of the electronics engineering landscape. Luckily, we don't have to wait too long, as the results will be available around November for electronica 2022.

A Napier Webinar: How to Crush Your First Paid LinkedIn Campaign

Paid LinkedIn campaigns can offer a great RoI, are low cost and quick to set up. However, the success of these campaigns relies on the finer details when setting up, and there are a few things marketers need to consider to be successful.

Napier recently held a webinar 'How to Crush Your First Paid LinkedIn Campaign', sharing insights into how B2B marketers can crush their first paid LinkedIn campaign, by exploring:

  • How to define the best audience for your campaign
  • Recommendations to improve performance
  • Why demographics are so important
  • Ad format options
  • Bidding tips

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

Napier Webinar: ‘How to Crush Your First Paid LinkedIn Campaign' Transcript

Speakers: Mike Maynard

Okay, good afternoon, everyone. Thank you for attending the latest Napier webinar. Today, we're going to talk about LinkedIn. And so our webinar is going to tell you how to crush your first LinkedIn campaign. Now, obviously, LinkedIn is a platform that people use for a lot of different things. But in our case, what we're going to talk about today is we're going to talk about how to use LinkedIn, for Account Based Marketing, in particular, so it's really understanding how to do very targeted campaigns on LinkedIn. So really, what we're going to try and do today comes down to help you understand what works for paid LinkedIn campaigns. So we're looking to help you crush your paid LinkedIn campaigns, typically paid LinkedIn campaigns have some element of Account Based Marketing. And we'll talk a little bit about why that is, as we go through. So what are we going to crush today? Well, the first thing we're going to crush is audiences, we're going to look at how to get the right audience, and how to make sure you target the right people on LinkedIn. We're going to talk about using multiple campaigns. And we're going to help you understand why maybe just running a single campaign is not always the best idea. We're going to talk about demographics. And in particular, how LinkedIn can give you the demographics of the people who are interacting with your campaigns, which is super important, something that a lot of other platforms are completely unable to do. So you can't just target based on demographics. But you can also understand the traffic demographics as well. So for example, not only who you're showing the ad to who you're targeting, but who actually sees it, and then also who actually engages with that ad. We're going to look at advert formats, which obviously is very important. LinkedIn offers a large number of advert formats. And finally, we're going to talk about bidding. So we're going to help you find out how to bid for LinkedIn ads, and what's the best strategies are.

Now obviously, LinkedIn is quite a complex platform. So we're not going to go into a huge amount of detail in any of these sections. But what we're going to do is give you the key things, the top tips that are going to make sure that your campaign that you run on LinkedIn is successful, there will be some additional things you can do that will optimise and improve the campaign. But if you follow these rules, you can pretty much guarantee that your first campaign is going to go out of the box, being successful working generating the results you want. So it's going to help you avoid all the pitfalls and also take advantage of some of the tools and techniques we've developed here at Napier. So LinkedIn advertising, firstly, is good and bad. And I think most people understand the reason why it's good. LinkedIn has almost uniquely demographic and thermographic targeting. So you can target people based upon you know, information about themselves. But you can also target them based upon information about the companies that they work for, indeed, companies they've worked for in the past. So this is incredibly powerful.

And particularly when you're looking at running a Account Based Marketing Campaign, it's obviously vitally important to have that firmographic information, because you want to target people in particular companies or particular industry sectors. And so LinkedIn is quite often the first place that people go for Account Based Marketing, and very often also is the place that they will stay because it is incredibly effective. There is of course, a downside to LinkedIn. And LinkedIn primary downside is cost. If you look at costs, whether that's measured in terms of cost per 1000, for impressions, cost per click, typically LinkedIn is very, very expensive. So if you look at for example, some of the Account Based Marketing platforms like enrich would be one, one example or demand base, then these platforms will offer much, much lower cost of 1000s and cost per clicks. The important thing to say though, is because we've got this demographic and firmographic targeting, LinkedIn gives you very high quality traffic. And if you get it right although you're paying more to show the Agile paying more For each click, you can actually end up with a much lower cost per action. So whether that's generating a lead or a sale or or an inquiry, quite often LinkedIn can actually be cost effective when you get to the end of that customer journey, because the quality is so high and the targeting so good. So, you know, the first thing to say is clearly with a high cost, you don't want to make mistakes. And this is why you need to understand where things go wrong, and how you can avoid the pitfalls. But also LinkedIn absolutely has the potential to be one of your best value advertising channels, if not the best value. Now, before we start, obviously, there's a number of alternatives to LinkedIn. So you know, you can advertise in trade media, you can use ABM platforms, you want to conduct ABM campaigns, you can use other social media platforms.

So you know, whether that be something like Facebook, which certainly some b2b tech companies use successfully, Google searches and other way to advertise Google Display ads retargeting email, non advertising options. And, you know, indeed, if you go, you know, completely to the extreme, then, you know, banners at Piccadilly Circus would be another way to advertise to potential audience. So, why would people use LinkedIn, it really comes back to this targeting, the fact that LinkedIn brings with it information about who people work for, and what they do in their role, is really the most valuable thing that LinkedIn can can deliver to you. And that can be very important. If you know that your product is something that is bought by CFOs, within large, fast moving consumer goods companies, then you can target those people precisely on LinkedIn, you avoid wasting money on people who are not going to be decision makers. And that therefore means that LinkedIn can be incredibly effective. Of course, you have to be careful about you know, being too precise in your targeting. One of the fundamental concepts of b2b marketing is the concept of a decision making unit, or a buying committee if you're American. And these basically are groups of people who get together to make decisions about buying. So typically, you see not only people who make decisions, but people who influence the decision people are gatekeepers, etc.

So it's really important when you're looking at LinkedIn is not focus only on decision making. But make sure you also have ways to reach the other influences. But assuming we've got a campaign, we're looking at what to do. And we know that we've got some very specific targets based upon company and job title. If we look at that, LinkedIn makes an excellent choice. So let's assume we've picked LinkedIn, you know, what's the first step? Where do we go? Well, as you build a campaign in LinkedIn, the very first thing you'll do is you'll actually create audiences. Now, audiences are obviously the people that you're showing the ad to. And this is an area where it's really important to get it right. Because these people we're trying to reach, we need to get them into focus, we need to make sure we get exactly the people we're trying to target. And LinkedIn is there to help you. But before we start, I think there's an important warning that we need to make before we kick off with actually looking in detail about the audiences. And this is really simple. LinkedIn, would love you to spend as much money as possible on the platform. This is no different from any other advertising platform. If you look at Google Search, Google display, or indeed trade media or anywhere else, everyone wants you to spend as much money as possible with them. But of course, with LinkedIn, this basically means that LinkedIn is continually pushing you to get larger and larger audiences. Now, sometimes that makes sense. And sometimes it doesn't. So we might be looking to target you know, a very broad range of people who are involved in a purchasing decision amongst a very wide range of different audience members. Alternatively, we might want to be very specific and pick out one or two very specific people in very specific organisations. And so that might be for example, that your product is only bought by a very specific person or very specific job role, or it might be only applicable to a very small number of companies. I mean, if you look at Napier, for example, and Napier, we can onboard maybe two new clients a month tops that would that would be the most we could onboard.

And so what we don't want to do is to help drive masses and masses of inquiries, because we're not going to be able to service them we're going to disappoint them. And we have other clients who are very very specific as well. I mean freaks example, one of my favourite clients that we have built baggage handling systems for airports, you can only sell a baggage handling system if somebody is building or completely refurbishing an airport terminal. And actually, that's a very small number of potential buyers every year. So when LinkedIn says, Oh, you've only got 1000, people maybe should have 100,000, you know, yes, that would help LinkedIn, you might get people engaged in the airport industry, but you're not going to get people who are going to buy, because they're literally aren't that many people ready to buy an in market at that time. So actually, quite often, when we work with clients, and particularly some of the clients who are selling the high value, lower volume products, what we find is that they've got very, very specific people they want to reach. And so this means you quite often end up targeting groups or audiences that are close to the minimum size. And we've actually run Account Based Marketing campaigns where we have literally run to audiences that are smaller than the minimum LinkedIn audience. And the only way to do that, then is to add another group of people on. So we've done all sorts of things from adding related customers who aren't really the core audience, but might be there all the way through to where we literally wanted to count specific campaigns, we've added the Napier team on to make up the numbers to allow the campaign to run under LinkedIn to hit that minimum number. So we can run a very specific campaign with ads that are specifically about a particular target customer, and not show those to companies that are not relevant. So quite often dealing with how you get that minimum audience. And as I say, particularly if your product has high value, low volume, is a really interesting challenge.

So what we're looking for really is precision, we're looking for really precise targeting. And you know, the really interesting thing is precision costs money. So LinkedIn basically, will charge you more than more precisely targeted your audiences. So if you increase the number of filters you use, that will increase your cost per click. So if you start off and just have company and job title, and then you want to look at things like seniority, or something like that, adding those extra filters on will add extra cost. And basically, everything you do is going to cost you more, so the more you target down, the more it will cost. For example, job function generally will have a smaller impact on the cost per click, than job title, job title is clearly more precise, job function is more broad, it's a really simple indication of how LinkedIn prices in a cost around precision. And it's easy to look at that and start seeing your cost per click going up and start getting stressed. But the most important thing, I think, if you're running a campaign, is to remember that almost always, if you're targeting for a reason, extra precision will be worth the extra cost. And it's that's important as long as you thought through who you really want to reach. So again, for example, we talked about the issue of decision making unit, you know, maybe you want to target the influencers, as well as the decision makers to help get that decision made better. So it's always worth thinking through and making sure you've really understood what you're trying to do, and making sure that the extra precision makes sense. But in general, I would always say go and try and target your ideal audience, rather than open up the campaign and target. Too many people that are irrelevant, because in general, you'll find that doing that will produce poor results. Just one thing to say on precision, though, if you're looking to target the C suite, it's going to cost you money. So typically, a CFO CEO, anybody like that is actually very expensive to target. The reason is, is that lots of people lazily target them, they have a product, they think their product is so important. The CEO is the only person you know who's going to get involved, he's going to demand to drive the decision. And so the CEOs, the person they target or the CFO, is the person targeted because they are going to be the person who makes the decision. Quite often. That's not true. Quite often people who are lower in the organisation actually are really influential, often tend to be the decision makers. So my advice is, the only exception on precision is when it comes to the C suite. And when it comes to the C suite, I would only target the C suite, if they really are your ideal audience. If they're not your ideal audience, then have a rethink and target people are going to give you better value for your campaign.

Okay, so how do you target Well, this isn't gonna be a lecture or a webinar. Now that goes through how to operate LinkedIn, if anybody's interested, you know, feel free to message me. And I'd be really happy to set up a session where we run through how to use LinkedIn and build audiences. But what we're going to do is we're going to start giving you some targeting tips. And these are the things that we found really make a difference. So the first thing is to look at using permanent location. And in general, for most of our clients, we find across all programmatic platforms, that actually, when you want to target someone, you want to target them, because that's where they're permanently based, not necessarily because they've got an interest or they've visited there and in recent times, so we always recommend targeting permanent location, rather than opening it up to a location where they've been to recently. And this is particularly true of business, to business advertising, because people tend to travel I know, they haven't travelled very much in the last two years. But as business travel comes back, I think you'll find that, you know, if it's not there at their permanent location, then it's becoming less and less precise. If you're not targeting a specific list of company names, which quite often happens, and Account Based Marketing, you're targeting a sector, I would always recommend using company size as a filter. And this is because there's disproportionately large number of small companies, to big companies.

And so if you're targeting enterprises, you really want to rule out the SMEs, because that would massively skew your activities. But also, if you have a fairly general job title, you might want to rule out the enterprise as if your sweet spot is SME. Because actually, the enterprises might have a large number of people with a particular job title. So company size is very important if you're not entering specific company names to target. However, if you can always target specific companies, we spend a lot of time at Napier, building target company lists. And almost without exception, we find that building a list of specific companies and targeting them by name, rather than targeting an industry sector produces far better results. And our clients actually get far better return on investment for paying us to do the research, and then running fewer ads, but making them much more targeted than just targeting an industry sector. So I would always say look at using specific companies, it is worth the time and effort to do the research if you can do that. I mentioned job titles and job functions. Again, when we're looking at precision, more precision is generally better. Job Titles are almost always better than job functions. job functions are much broader, they can be much less accurate, you get much more of a percentage of spurious matches. So you're showing ads to people who don't really make the decision. Job Titles are difficult, because obviously, people doing the same job can actually be called different things in different organisations. And particularly if you're looking to target multiple industries or markets, their job titles can become very difficult to actually manage and get right. But again, generally, it's worth putting in the effort to get a list a complete list of job titles, rather than taking a shortcut and just putting in job functions. And then we've got two very specific tips. When you're starting a campaign, I would always say do not enable audience expansion, and do not enable the LinkedIn network. So audience expansion will target people who are like the audience you've defined, but not within that audience specification.

And the LinkedIn network will target people on other platforms outside of the call LinkedIn platform. When you start off, both of these can actually be bad, for two reasons. One, they they tend to be less effective, they tend to reduce the performance of your campaign. And secondly, they're actually blurring the data, what you really want to do is look at, you know, what your targeting is actually delivering. And so particularly audience expansion, can be a really bad thing to choose, because then you're actually not necessarily showing your ad to the people you think you're showing. And you can't make great decisions. Now, having said that, it doesn't mean to say you shouldn't target and includes either the LinkedIn network audience expansion later on in the campaign. And that's always something that you can look at. So for example, if your campaign is incredibly successful, but you don't know how to expand out the audience to make it bigger, you've got more budget, you want more leads, then certainly adding audience expansion can be very effective there. So I think it's always worth looking at once the campaign is running. But I would never target through audience expansion or using the LinkedIn network.

First time, it's much easier to manage just on one platform. And with the precise targeting you've defined So those are our our targeting tips. I mean, generally very simple. And actually, you know, interestingly, primarily based around companies and job titles, which is really the core of most of the campaigns that we see running successfully on LinkedIn, it's about finding the people in the right roles in the right companies. And that is what LinkedIn gives you this firmographic and demographic targeting. So the next thing to look at is setting up campaigns and how many campaigns you set up. So my wonderful father used to have this saying that he taught us from, I think, when I was a baby onwards, that there's only one thing better than one ice cream. And that's to ice creams. And so there's only thing one thing better than a LinkedIn campaign is two campaigns. And so the issue is, when you run a campaign in LinkedIn, there's no option to have differentiated messaging and language for different parts of the audience. So if you want to run ads in different languages, you need to split into multiple campaigns equally, if you're targeting, for example, two different job roles, you need to split into two different campaigns to have different messaging. Now, obviously, if you're right down at the minimum audience size, you may not be able to split into two campaigns. But wherever you can, you almost always get the opportunity to tweak the campaign and make it more relevant and more personalised for the audience. So I would always try and split into multiple campaigns to allow differentiated messaging to different audience segments, whether that be by location, language, job role, etc. The other thing to say about segmentation, and this is super important is it lets you understand more about what works and what doesn't work. So once you've segmented multiple campaigns, you can get reporting based on different segments much more easily. So as an example, let's say, we were looking at targeting people who were in the automotive industry. And we're looking at two sectors. One was electronics engineers, one was test engineers, we could bundle them all together, they probably would have, you know, if we're selling test equipment, they probably have, you know, very similar ads, the messaging wouldn't be hugely different. But once we start running that campaign, we then don't know whether it's the electronics engineers or the test engineers, that are really driving the response. There are ways to do this. But it's harder to get that segmenting into two campaigns removes any questions around which group is performing better. And it allows you to better understand what works and what doesn't work in your campaign. And it also allows you to optimise more as well. So for example, let's say the test engineers, the campaign was working really well, the design engineers, it was not, you might want to tweak the messaging for the design engineers to see if you can improve that performance. So always look to split into multiple campaigns. The good news is, is if you don't split into multiple campaigns, there is a solution that is incredibly helpful. And I call it the magic demographics button.

So when you're looking in LinkedIn ads campaign results, there's a magic button called demographics. And it lets you split down the results, it will tell you how many impressions and how many clicks, for example, if it's sponsored content, you're getting a particular categories. And it's actually very detailed, it follows the LinkedIn category. So you can look at who's who's seeing the ad and who's responding by job function, by job title, by company, by company, industry, by seniority, by company size, by location, by country or region. And even by county if you're running in the UK. So it's incredibly powerful to let you dig in and find out what's working and what's not. And it's powerful for two reasons. One is clearly you can see where you're getting the best results, but you can also see if you're failing to target a particular group. So let's say for example, we'll go back to the campaign where we're trying to target design engineers and test engineers, you might think that those two audiences are roughly the same size, you might expect the impressions to be split fairly evenly. But when you look at demographics, you might find that it's really, you know, 90% of the impressions are going to design engineers, and only 10% to test engineers. So this demographics button is super helpful to help you understand whether you're actually reaching the people you think you're targeting. And there's also always interesting results where you look at some of the demographics and you think that's not who I'm targeting. And like any of these programmatic systems, LinkedIn within its algorithm, you know, sometimes seems to do some strange things.

So it's always worth checking to make sure that you're not hitting an audience that you really don't want to hit as well. So, the magic demographics button is really important. And you know, it's very important when you're looking at audiences. Obviously, you can't actually click that button until you have some results. So to get some results, you've got to run some ads. So the next question is, what do we do in terms of ad format. There's lots of different LinkedIn ad formats that are available. So there's sponsored content, which can be image ads, carousel ads, video ads, event ads, they're sponsored messages, which are conversation ads and message ads, those lead generation ads that link straight to a lead generation form. And there's also a couple of other categories. So text ads, spotlight, ads, and follower ads. And what we're gonna do is we're going to look at, you know, some of the most important formats, and talk about how to use them, and why you should use them. So the first format to look at is the single image sponsored content ad, it is the standard LinkedIn thing you see, it's a bit of text, an image and a link to a landing page. Typically, this is great, it's fairly simple. It's something that, you know, people understand they're very used to seeing on LinkedIn. And if I'm, to be honest, it really does look quite like an organic post. I mean, it's always marked as being promoted. And you can see, for example, underneath the company name, fixed x, it says, How many followers and then promoted. So we can see that the ad is being promoted here. So it's an ad, not an organic post, but it still looks like an organic post. So people are very receptive to that. It's obviously not very striking, it doesn't really stand out, though.

So the next option is carousel ads. And the carousel ads are basically very similar to the the standard single image ads, they just rotate around multiple images. And these can be very effective, particularly at walking people through a sequence of things. And you can see here, this example, which is from LinkedIn, actually is a logical sequence of things, rather than just being, you know, random related images. So really thinking about the images you use, and the carousel ads are important. You'll also notice that here with this LinkedIn demo, we've actually got text on the image. So we're rotating text by placing text on the image, you can't rotate text as pure text, you just need to put it on the image. So carousel ads are great. And typically, if you've got multiple images you can use particularly they can tell a story, then carousel ads tend to be a much better option than the standard single image sponsored content ads. You can also run things like video, video is very similar to a standard sponsored content with a single image, you just replace the image with video.

Of course, the important thing to remember is that video can be very much more engaging. Now, one thing to mention about video is that video tends to perform very well as organic posts. So video actually causes people to stop and look, as you stop. And look, LinkedIn detects that you've not scrolled past that particular post. And so you build up dwell time. And dwell time is a key part of the LinkedIn algorithm for deciding how many impressions your particular post gets organically. So video can perform extremely well, if you're thinking about running a spa, UNsponsored. So organic posts, when it comes to sponsorship, you're paying for that ad to be shown. So there is a benefit in stopping people. But sometimes you can have a video ad, or video post that performs extremely well organically, and perhaps is a bit disappointing when you pay for it. And that's because we're getting much more reach with the organic posts than we'd normally get. But we're getting no more reach with the paid posts. Because the reach we get is defined by how much we pay, not how interested people are in the actual post.

Now, one of my favourites is conversation, ads, conversation, ads are amazing. It's almost real engagement. So what it allows you to do is it allows you to set up effectively a conversation in messages. So you can send a message and into somebody's inbox, they then have options to click to respond to your initial message. So it's not truly AI looking at someone typing back messages. There's a limited decision tree based upon having certain options, you can click, but it is almost real engagement. And that's exciting. And where we've tested conversation ads with clients and run them. They tend to be incredibly engaging, and they tend to work really well. But there is one sad thing and that is unfortunately, you can't run conversation ads in the EU. And this is the message you get from LinkedIn. Talking about the fact that we can't actually legally put ads into inboxes of individuals in the US so if you're targeting America conversation as a really good option. But unfortunately not available over here. Lead Gen ads are really interesting. So lead gen ads let you generate leads directly from LinkedIn. So you create an ad and you also create a form. And that form is hosted on LinkedIn, when people click on the ad, they see the form from LinkedIn. And even better, the form is automatically filled with with the details that you've asked for. So the user can see which details you've asked for, they see what they're submitting. But it means they don't have to type in you know, their company and their job title, etc, etc. So for b2b, this is absolutely amazing in terms of gathering more information without causing friction, from the leads point of view. So lead gen forms a really good and you know, typically they're built around content offers, like most content marketing lead gen. And generally speaking, it's actually better to send people to a lead gen form, than it is to send people to a landing page using sponsored content. And that's measuring cost per lead. However, it's not always the case. So I would always recommend if you're doing a lead gen campaign, to benchmark both running a sponsored content routing, reaching to a landing page, and also a lead gen campaign to find out what delivers you the lowest cost per lead, because we do sometimes find and obviously, LinkedIn effectively charges a premium.

For those lead gen ads, we do sometimes find that it's actually more effective to route people to a landing page. And that's dependent on a lot of factors, your audience the amount of information you want, and also particularly the content offer. And this is something I think that maybe people perhaps don't think through enough. So if we're looking to use LinkedIn to generate leads, whether that's, you know, through content or for an event or anything else, the offer is much more important than the format. So where we see a difference between sponsored content to a landing page, and a native lead gen ad, that impact is much, much smaller than it will be around the content you're offering. So you know, here's an example of, I think, some pretty compelling content, so Cognizant offering after the virus. So a really compelling sounding piece of content. And this content is also incredibly important, because a lot of people want to know, what's going to happen after COVID, you know, doesn't go away, but becomes less of a problem. So people really need to know this information. So the offer is more important than the format. So I'd always say, you know, yes, it's important to experiment, but don't get hung up on it, the offer is more important. But most importantly, it's not the offer itself. It's actually the title of the content piece that really matters. It's not what you're giving people it's not what's in the content. It's the title.

And again, sometimes, you know, people forget that if I'm a prospect, and I'm filling in a lead gen form, the only thing I really know, is the title of the content. I'm asking for, I don't know what's inside and it whether it's good quality, bad quality, I don't know what the layouts like, I don't know what's written in there, whether it's, you know, lots of text, or it's very short. All I know is the title, because that's all I've seen until I've completed the registration form. And by then it's too late for me to decide to opt out, I'm already a lead. So always remember, titles are important. And I feel that sometimes with content marketing, people are not spending enough time A B testing different titles for the same piece of content to see which one works best. That's a great tip to improve your lead generation, whether you're doing it on LinkedIn, or actually doing it on your website, marketing automation system or any other platform. So okay, so we've developed some ads, we've got the right content, we've understood the audience. I mean, pretty much now the next thing is to look at how we bid on LinkedIn. And generally speaking, just automating the bid is generally the best option. So we automate for maximum delivery. Here we see the postman hopefully, getting maximum delivery, running around at full speed, being encouraged by somebody's dog. And generally speaking, automation is the best route. Sometimes however, people want to come in and manually bid and generally speaking, that's where you're trying to reduce the cost per impression or cost per click. And my advice is, if you want to bid manually always bid low. And in fact, generally speaking, our standard tactic with with a manual bid is to go in and bid the minimum bid that LinkedIn will let you do. Now it's interesting, LinkedIn won't tell you the minimum bid straightaway. The way to do that is to bid a pound or $1. And then LinkedIn will very kindly tell you how much you've got to increase the bid to get to the minimum. So LinkedIn is trying to hide this minimum bid, they're trying to encourage you to bid more. Generally speaking, at the start of the campaign, the lowest bids are the best options, they might mean that you can do your experimentation at lowest cost. And then once you know the campaign is effective, so your content offers working the ad formats, right, the messaging is right in the ad, the audiences right, then maybe you want to try and look to bid higher to get perhaps some of the more difficult to reach recipients. But initially, our advice would always be bid the minimum. And generally speaking, we don't see a huge impact. In bidding the minimum versus bidding higher in terms of quality. You will, however, get typically more impressions and more clicks if you increase your bid. So it can make your campaign run faster. But it won't generate more results.

And it will make it more expensive. So that's really a summary of of you know, most of the top tips that we've developed for LinkedIn. This has built through a number of presentations we've had to clients and discussions. And I think there's a couple of things I'd like to leave you with. You know, the first thing is whatever the challenge is willing to in particular around high cost per click, good campaigns on LinkedIn typically deliver amazing ROI. So the ability to target really works well on LinkedIn. And this firmographic and demographic data is super important for most campaigns. However, if you get it wrong, you don't, you know, listen to our tips, and you start doing things that targeting the wrong people, or using the wrong message or having the wrong format. Actually, LinkedIn can get very expensive very quickly. So you know, I think it's important to balance this. It also is important to say that actually to do good LinkedIn campaigns requires a lot of work, it requires work, building that audience, particularly with our clients, you know, building an audience of specific companies and very specific job titles. To get that targeting right. It requires time to split into multiple campaigns, so that you're sending the right message to each audience. And it takes time to analyse and optimise going forward to make sure you continue to improve those campaigns. So whilst LinkedIn is great, it's not always the quickest and easiest platform to generate great campaigns on you need to put the work in. But if you do, you will get the return on investment.

So thank you very much for listening. If anyone has any questions, if you'd like to type them into the chat, I'd be really happy to answer those questions. So if anyone's got anything they'd like to ask please type it into the chat, and I'll be more than happy to answer them. I'll just give you a second or two to type them in. Okay, I've got one question that that's actually come in. And it's asking about retargeting. And the question is, should you use LinkedIn? With retargeting now, actually, this is really interesting, because one of the things I haven't talked about, is you can actually retarget people on LinkedIn. So you can build retargeting audiences on LinkedIn. So that is certainly very effective. You might want to target people who you know, for example, bins or certain areas of your website. You can also obviously retarget people who you've driven to the website through LinkedIn ads using something like Google. Now, the interesting thing is LinkedIn is very expensive in terms of cost per click. So generally speaking, I would always recommend that if you're doing retargeting, you typically drive people to the website using LinkedIn. That creates a very high quality audience so that traffic is going to be great quality. And then you use something that's much lower cost like Google to serve retargeting ads, whether that's retargeting through display or search or both. So I would always recommend tying Google retargeting into LinkedIn, that generally is the best way to do it. Okay, so I really appreciate your time. All of you listening. If anyone has any questions, please feel free to email me. My email is on the slide Mike at Napier b2b dot com. And, you know, I'd love to talk to you about your LinkedIn campaigns and how we can help you optimise them. And if not, you know go out there Have fun put the work in and hopefully your crush your next LinkedIn campaign Thank you very much.

A Napier Podcast: Interview with Tim Langley - CANDDi

In this podcast episode, we interview Tim Langley, CEO and Founder at CANDDi, a digital intelligence tracking platform.

Tim shares his journey to founding CANDDi, and how the platform can help B2B marketers be more proactive by gathering data which allows them to engage with leads both at the top and bottom of the sales funnel.

Listen to the podcast now via the links below:

Transcript: Interview with Tim Langley - CANDDi

Speakers: Mike Maynard, Tim Langley

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 from Napier. Today, I've got Tim Langley, who's described himself as the founder, the CEO and chief dogsbody at CANDDi. Welcome to the podcast, Tim.

Tim: Thanks, Mike. Thanks for having me.

Mike: So, Tim, I mean, I mean, the first thing is, you know, how do you get a career that lets you end up with Chief dogs by the CANDDi? Yeah. How did you get to this point?

Tim: Oh, you know, I think that's, I think that's a very easy question to answer. So I grew up and studied maths at university, did a year working for a for a startup, and then decided, You know what, I think it'd be fun to be running my own business. That was nearly 20 years ago. And how'd you get how'd you get a title like, Chief dog's body? Like anything? Isn't it? The joy of running a business is you keep every title until someone else wants it. And in 20 years, no one's wants to take that one from me yet.

Mike: Yeah, I must admit, last week, I found out how many employees it took to change a light bulb. And the answer was only one they asked me and then I do the light bulb changing. So I totally understand.

Tim: It's like the classic computer science joke, isn't it? How many? How many software engineers to take change a light bulb? Not it's a hardware problem. They don't, they don't they don't get any better. I'm afraid.

Mike: I was gonna say I think you now qualify as having the best software engineer joke on the podcast. So congratulations for that. I'm, I'm interested. I mean, you mentioned having to do a lot of CANDDi but you're actually also involved in a couple of other companies. Can you tell us a bit about that as well?

Tim: Yeah, all sorts of CANDDi now is is 13 years old. And we have we've always prided ourselves as kind of being like the innovators in the space so we're 20 strong person business 50 Universal we're developers. So very very thin on the ground for sales marketing business, very much innovation development building things.

And first business I've got involved first spin out business and all of them all of these are spin out businesses from CANDDi but two and a half years ago, I met a chap called Adam Herbert who was very experienced within the data industry we started a business together called go live data go is the it's the UK is best source of b2b marketing lists marketing data we start from UK companies house and then find the online profiles and all the all the thermographic data around the around the organisation so so that's that's that's go and then I also started a business called comply and comply is very similar to go but with a financial crimes lash and anti money laundering hat on so comply has been very very busy over the last four and a half months while a number of our larger customers have started to ask us Can you guarantee there's no Russians involved in our customer base so yes, life is exciting with with those two strands but but no cat candies always been my baby so And fortunately, fortunately should be some fun things to talk about the CANDDi as well.

And everything around data which I think is really interesting

it's all it's all around data that's been it's been my passion for say for 20 odd years now has been data and then specifically people and marketing data.

Mike: Cool. So CANDDi is spelt ca n DD I guess the the most important questions is why CANDDi is it a lot of sweets?

Tim: We get all things really in fact, we have a we have a number of American customers and they struggle with the word CANDDi we often get is that see and die it's actually got a funny little story really. So just before starting CANDDi I've had, as I mentioned, I've been been running businesses 20 years, I had a couple of businesses that went well. I had a couple of businesses that didn't go so well.

Just before starting CANDDi, I was consulting for a actually a digital agency in Manchester as was at the time, which is a company called and digital and, and started pitching to and basically looking at the stuff they were doing and they had an awful lot of trying to pull together different data sets very manually, and so started pitching to them around. I reckon if we did a bit of less than a bit of this and a bit of this, we could build a product out of this. And they went Tim That sounds amazing. We'd love to be your first investors. I wasn't even looking for investors but sounds amazing. They said there's one criteria though. The company name has to include the words and digital. It's just kind of one of the things they did.

So the real name of a company is campaign and digital intelligence limited. But that's such a mouthful, but we then went okay, what can we really call it? But But do you know what? I love the name CANDDi, I wouldn't change it for the world. But if I had to do it again, I wouldn't call it CANDDi. The number of iterations of the name I own ca n C A N N ca n d i. serwotka. It's like an SEO nightmare trying to trying to get the word. The word CANDDi.

Mike: Okay, so a memorable but rather hard to spell name? By the sounds of it. So I mean, can you tell us what problem CANDDi solves.

Tim: So the core of CANDDi, we want to be putting a name and a face against an otherwise anonymous website visitor. So when I first started, and actually when we demoed the software to people, we start with this slide that's got this big black hole in the middle, and all kinds of different marketing channels around the edge. So be it SEO bit PPC, the email marketing vs. Social. But the fact of the matter is, there's a billion different ways to get people to come onto your website, which is great. And within reason, they all work. And you then have traditional, I call them traditional, but traditional tools such as Google Analytics, which can give you like the aggregate numbers.

So yesterday, you had 100 visitors onto your website, 20 of them came from SEO, and 30 of them came from an email campaign you run. And you know what, that's for a lot of art for a lot of our b2b customers. That's not a bad kind of scenario. The problem is, and this is a bit and this is a bit misses of if you like the hypothesis statement that started the business, but the problem is, you can see what's getting people to the website. But then the thing we hear time and time again, they land on the website, it's like this black hole, you know, people are there. But it's like having a shop window and just you can see people walking by. But unless you can reach out unless you can engage with them unless you ultimately unless you know who they are. It's very, very little you can do from a sales perspective, you just have to hope and pray they fill in a form on the website.

And in many instances for b2b, especially especially growing and sales focused b2b businesses, they want to be a bit more proactive, but just wait and hope somebody comes and fills the form. And so so what we do, we integrate him with all of our digital marketing channels via SEO via email marketing, we integrate him with them, we use those to pick up signals, and then either identify the company, or potentially identify danger, the actual named individual, and be able to say, it's not just a random visitor, this is Mike Maynard, from Napier, he's a really high prospect.

Mike: That's fascinating. So I mean, particularly, what you're trying to do is catch people between arriving at the website and filling in the form, which is where a lot of people disappear. So that that makes a lot of sense.

Tim: There's two bits really so.

So there's one bit which is, and if you look through the whole aid or awareness, model, awareness, interest decision action, crikey, I nearly forgot it. So one piece, one piece, which is a piece you just alluded to there, Mike is the very top of the funnel, capturing people went between arriving on the website and filling the form, when they're still in that kind of role.

Do I know who you are? Am I interested enough. And we in that gives that gives, that gives our customers that gives our people use our software, the opportunity to try and get involved with people who might otherwise disappear.

The second piece though, which is actually equally as valuable, often we'll find that that prospects will come to the website, they'll fill in a form to download a lead magnet or to get a piece of content, etc. But they're not yet ready to buy. They've expressed interest, but they're not ready for the decision or the action phase. And so so then what happens is they'll then come back to a website or number and actually sorry, just to jump in, but but if if you jump down their throat too fast when they're just at the interest phase, you ended up turning them off rather than turning them on because well I'm not I'm not ready yet. Just give me a break.

So so the second bit were canned is really useless because we're tracking computers because we're watching the activity that people do on the website. We can say look, this person, they filled in a form, but probably not quite ready for a really a really full on conversation. Drop them an email back, don't bother making a phone call to them yet. What then happens is they come And back to your website a month, a week, six months, a year later, they don't necessarily fill in a form again. But CANDDi goes, that's interesting. I've seen this person, I've seen this computer. And so we can then give this much richer picture for the people who've already filled in forms and give you an indication of when the right time to engage might be. So kind of hits both sides, both the very top of the funnel, but also the people who are getting hotter starting to get closer towards being able to make that decision and take action.

Mike: That's interesting. So that that towards the bottom of the funnel, I think you're acting quite like a marketing automation platform might do in terms of tracking people, and understanding where they're visiting and potentially, you know, driving actions from that. Would that be right?

Tim: Yes, so, so can the marketing automation is always been an interesting space for us. And it's not something we have yet. I use that carefully. But it's not something we've yet wandered into, we integrate with. So when we when we look at when we look at the whole space of people in a similar position to CANDDi bars, there are a number of organisations a number of competitors who do company level IP tracking, we can talk about that in the future. But that's, that's really about identifying the company based on the IP address that someone's coming from.

There's also a number of organisations which which you mentioned the HubSpot bit eloquent bit my calf, so the the full service marketing automation plays, who do everything for you. And one of the things we've always said they are great pieces technology, if you're going to put everything into their stack. It's interesting, but a number of our larger customers, one of the things they get out of CANDDi, they use marketing automation platforms, for the automation, as it says, but they they actually what you discover is they use multiple different platforms. And each platform tracks and identifies its people. But they don't have that holistic view goes okay. And especially when people are using third parties as well. So they might use a third party to do their data send. And then they use their own platform to do their nurturing. And then the salespeople send their own emails and, and they end up with all these little pots of data. One of the pieces can do those as pull all of that together to give this slightly more holistic, almost a customer data platform or CDP. So yeah, marketing automation is a really unlock much automation has been a very interestingly growth space over the last 13 years, as a CANDDi, we've we've kind of cut this interesting place that goes on one hand, providing the providing a lightweight marketing type platform, and the other hand providing stdp and provide the actual the data the pulling it all together for for the larger organisations.

Mike: That's interesting. I mean, the other thing as well is when I use CANDDi, and just so people know, we actually are a CANDDi customer at Napier. So we are CANDDi users. When I use it, it feels much more sales focused than any kind of marketing automation platform. I know clients when they've tried to get sales teams to use the marketing automation platforms. It's it's fraught with difficulty. It's not what sales teams like it's hard enough to get them to use the CRM. So I mean, is that another benefit that it's a more sales friendly presenting activity?

Tim: You took You took the words right out of my mouth? We you're absolutely right. Once one time we used to we used to describe it the keys in the name, isn't it? It's marketing automation. And with a joke, you almost don't want your sales team to be going into it because you want them focused on what do I need to do today. And then one of the pieces we have in CANDDi is very focused lists off here are people that were on your website yesterday, here are people are taking action today. So from a sales side, it's very great. I need to tick these boxes versus let me go and wander around and have a look at all of the all of the reasons why not to be making not not to be making sales or not to be making the contact or calls. Yes, CANDDi came from a very sales focused background rather than rather than this more generic marketing piece.

Mike: Definitely, no, I think it's really helpful to sales teams. I want to step back, you briefly mentioned the identification of anonymous visitors. So working out which company people are from, can you explain a little bit more about what CANDDi does to work out which company people are from?

Tim: Yeah, absolutely. So let's start by talking about how the industry does it and then then I'll talk about some of the additional pieces which CANDDi does. So the core the core of company identification has always been IP tracking and using IP addresses. So as I'm as I'm sure majority of your listeners know, Mike, when anytime you connect to the internet, your computer gets given an IP address and that's how Have a server knows how to communicate with your computer and your computer to communicate the server. And servers or technology like CANDDi can capture these IP addresses and go, Okay, here's an IP address 81 point 27.1 to four point 17, etc, etc, etc.

Now every every IP address is registered to an organisation. Most IP addresses are registered to internet service providers, so Virgin Media, British Telecom, etc. But for medium and larger businesses, they generally have their own, what would be called a static IP address. So this would be an IP address registered in the name of that company. And if a visitor comes from behind that company's IP address, you can say somebody from Napier was on your website yesterday. And that can be useful. There's a number of problems with just relying on IP addresses. So one problem is that when when all you have is IP addresses, you've got no way to know whether it was one person coming 10 times, or 10 people coming once. If you if you imagine an office full of people, you also don't know who it was that was coming from from behind the IP address. Sometimes Sometimes that can be okay. So with as an organisation, you're very, very focused in who you who you market to who you sell to, you can go general, on balance of probability, the only person who's going to be coming on our website is going to be the CFO, or is going to be the facilities manager, etc. But actually, it might just as well be, but it was one of them, it was one of their managers, or even it was the office intern who was tasked with doing the research.

The second the second problem, if you like with with IPS is, and again, go back to when CANDDi started 13 years ago, everybody browse the internet or predominantly browse the internet from behind their work desktop computer. These days, I don't know about you and me but it's the iPad, it's the phone, it's the coffee shop, it's the whilst whilst commuting to and from London, etc, etc, etc. Those are the times I'm more often do my awareness interest. And in those instances, very rarely will someone show up as coming from behind a static IP address. Generally, they'll be on a on a mobile connection or on a home broadband. So that's the IP tracking piece. Now we do a few bits deeper than that in CANDDi. So CANDDi, CANDDi uses cookies to track rather than IPs. So we drop the first we can talk about cookies, I'm sure privacy will come up in a second, but we drop a first party cookie on the device. So that means we can track when that computer comes back to that specific website. We don't follow you around the internet, we only track you on that single single company's properties. But because we do this, we can pick up when a visitor comes from behind multiple IPs. So if you use the computer in work, at home, on the train, on the coffee shop, we would see that as the same computer across multiple different IP addresses. And then we can plug into other types of data to go, who's this person likely to be?

Mike: So what you're doing is you're you're almost looking to see when this cookie gets associated with the company. And then you know, that person obviously works for that company because they're behind the firewall.

Tim: Yes, number one is we look for when that cookie gets associated with the company. And then number two, if we're really lucky when that cookie gets associated with a named individual. So if Eva fill a form and click an email, connect through LinkedIn, in that instance, we go up. And now it's not just about the company, it's about the actual person after company.

Mike: Perfect. Okay, so how do people use this data? I'm interested, particularly in the anonymous data, you refer to the fact of there could be a challenge and knowing who from the company visited the site? You know, do you find people who have value, you know, suddenly seeing a particular customer increase activity? Or how else do people use this data?

Tim: So we spoke earlier about the difference between or some of the differences between sales and marketing. And we very definitely have two different types of users. So for the Sales User, even the company level data can be useful. We've built over over the last period of time, we've built a number of plugins to try to help identify otherwise anonymous people. So we have we have the ability to see who the key employees at the company are. So you see somebody from Napier communications, we go okay, that's kind of intro and then we got kind of interesting here of a key people that work at that organisation.

So you can go we have Have a plugin for Outlook and a plug in for Gmail. So if you actually know somebody's applicant or know people at the company, you can send them a one to one individually email. And obviously, as I'm sure you know, one to one emails have far higher open rates far higher click through far higher engagement, we have a plug in for LinkedIn so often are so often our Sales Users that they'll go okay, somebody from this company, let's go on to LinkedIn, let's see who's at that company? Who am I already connected to? Who could I connect with, make the connections? And then when people are when their connections start to engage, we can then identify them on the website. That's kind of a sales side. With the marketing side, it's much more around, is our message going out to the right kind of people? If we're building a message aimed at UK businesses? Do we tend to see UK businesses coming onto the site? Or actually, is it American businesses or Canadian businesses or, or so we've our marketing teams, we give them that bit more of a generic, but actually drilled down to the company in the thermographic details. I don't know you're aiming for large businesses, but it seems most of the stuffs being read by smaller businesses, okay, maybe allows you to rethink where rethink the type of content and rethink the information you're putting out there.

Mike: That's really interesting. And presumably, if, if I'm running an Account Based Marketing Campaign, I can actually measure the impact on traffic from the accounts I'm targeting, in CANDDi to see to see the move.

Tim: Do you know what Account Based Marketing campaigns marketing has probably been one of the biggest buzzwords over the last few years?

Mike: It's certainly one of our biggest certainly our fastest growing service, actually, it's definitely working. And I think one of the things we found is, of course, when you start an Account Based Marketing Campaign, you don't necessarily run it as a lead gen campaign. And so it's quite hard to get those results. And certainly seeing the data in CANDDi definitely helps.

Tim: It often gives that tangible are slightly more tangible. We know we're doing the right thing, whilst it might take a number of months to actually see the the lead numbers actually tick through. So yes,

Mike: Definitely. So I mean, Kenny is obviously pulling in a lot of data, both personal and also firmographic. You mentioned before, I mean, there's always the GDPR question, what's the privacy implications on what you do? What are marketers need to be aware of?

Tim: You know, what is? The $64,000 question, isn't it about privacy these days, and it's also changing and evolving so much both. It's both a legal perspective, but also a technical perspective, and everything that's going on under the covers, so, so few pieces, and let's let's go through and try and get some these time. But please feel free to ask about any of the any bits that go through. So piece number one, obviously, is the GDPR. Ankle, so let's just talk about that.

So CANDDi only captures data from people coming on to our customers sites, but that's where we build our datasets from. So we rely on the fact that our customers have a legal basis for holding that data. And CANDDi, simply a data processor of the data our customers control.

What I mean, say there's, we don't own any of the data from your site. It's your data, you get to choose or you get to make requests as to what you want to do with that. Now, for most of our customers, they rely on legitimate interests as their as their legal basis. And in a b2b world, that makes a lot of sense, I would not use CANDDi, I would not use technology like CANDDi in any in any form of high risk data or very, very, very, very personal data. So if you're doing anything with children, or if you're doing anything with medical records, this wouldn't be the right type of tool to be using. But if you're a b2b business, if you're if you're selling to other other b2b companies, or other other b2b organisations, then the legitimate interests, the ability to say, look, we saw someone came onto our website, they are a genuine prospect for us. That's why we're tracking them. That's why we're that's why we're doing this. The second side, which which I touched on the beginning, is about cookies, and about first party but versus third party. So this is this is whereas GDPR was the buzzword of of 2018 2019. That buzz word of 2020 2223. Almost certainly is going to be the fact that if you read all the articles, cookies are dying, they're going away. No one's ever going to accept cookies anymore, etc, etc, etc. And the truth of matter is, in the same way that GDPR made us think carefully about what we were doing with marketing data. But it didn't stop marketing. Unit didn't destroy the industry and all of the above, the same is going to be true with with the first party versus third party cookies.

So third party cookies effectively are cookies that follow you around the internet. This is where you go and look at a dishwasher. And then you go and read a news article and it says buy this dishwasher. Now that's driven off of third party cookie, first party cookies, or just a bite, they only collect data on that one website on that one company's on that one company's property. So that much more about, and we've said this for years, and candidates are technology. And the best way to use this technology is to help. We help companies build relationships with people and organisations who want to have relationships with them. If if you think about it from sales perspective, at the end of the day, even if I come onto your website, if I don't want to have a relationship with your business, it's pointless trying to force me to because nobody wins. Or what happens is you waste marketing money, you waste sales time. Whereas if it's just that I do, but I just don't quite know how to get started. Well, that's a great prospect for you. I feel like I'm getting it does any of this make sense? Certainly, I can talk about privacy till the cows come home. So

Mike: I think it's very important that the differential you made about first party and third party cookies, and that's quite technical. But you know, it really is at the heart of the new regulations are impacting third party.

Tim: Correct. We in fact, actually going back a number of years, we coined a we coined that Scripture, we call it the pub landlord conversation, if you've got a couple of minutes, but so the public landlord conversation says, and by the way, candies were based in Manchester, we're in the centre of it, we're in fact, within the Northern Quarter, if anyone knows those Manchester well, but so for the last five years, I've been going on a Friday night finish work, obviously, COVID notwithstanding both, so I would go to the same pub on a Friday night with a team in CANDDi, and we'd sit down, we'd have a beer, just let off steam at the end of the for long week. And, and obviously over time, I'd start to build a relationship with the pub landlord. And, and so I'd go in there once in one day. And he goes, and it must have been a really bad week, because you could read on my face as a bad place. And he says, Timmy says some, you look like you've had a tough week, why don't you sit down, there's a pint of Guinness, he knows I drink Guinness, there's a pint of Guinness, just it's on the house, have a few minutes, just get get stress off. And then when you're ready, we'll have a proper conversation. And I went, you know what, that's really, really good. But the landlord recognised who I was he new or like drinking Guinness, he saw us in a bad mood. That's a great relationship, and the fact that I want to have a relationship with him. So I go, brilliant, that's great customer service. That's a good analogy, if you like have a first party tracking, where we want to have a relationship.

Now the counter to that is maybe I jump on a train to London and I walk into work into a bar in the middle of Shoreditch. And the landlord goes, You're Tim Langley, I've seen you on the internet. I'm going to run a mile party. Obviously, everybody has their own definitions of what they feel comfortable sharing and what they view as, as personal and private. And except for but that to me is the distinction between the two, I get to choose and I get to I get to choose who I want to have a relationship with. And on the assumption they want to have a relationship with me. We have a beautiful, beautiful situation. The one where they pull together data, but I'm not necessarily aware of. That's uncomfortable. That's not something that's not something that's good for me as an individual. It's not something that's good for a business either.

Mike: I love that explanation. That's That's fantastic, really clear differentiation there. And absolutely, I think everyone would run a mile to finally have a stalker, it's, it's scary.

Tim: It's a very English analogy, though it doesn't translate so well across the pond.

Mike: So, I mean, I'm mindful of the time here. I mean, just looking at installing can do it. Obviously, there's quite a lot is it does that mean it's complicated to instal and manage?

Tim: It's super well. It's super simple to instal and manage. It's literally put one line of code on your website, we take care of everything else, where, where it can be more complex, maybe complex as the wrong word. But where it can be more more challenging is sometimes it involves sales teams and sales people starting to change their behaviours and think a bit more about how they actually want to engage and how they actually have a go about contacting for days. I think it's fair to say the days of cold calling, picking up the phone and just go Hey Mike, you want to speak You now are probably passed, it's definitely a much more subtle approach. And so we, when we start working with clients, we have a very strong customer success team. And they work very closely with people trialling CANDDi, and very closely with our customers to help them think about how to best use this within their business. So technically, it's simple, but, but sometimes, sometimes we dive a lot deeper with customers to really help them get the best out of it.

Mike: That's really interesting.

Tim: So I mean, presumably people, they look at the data, and they might go back and see if somebody already care about somebody or you know, suddenly, it's an instant, this is perfect, I can understand, oh, when they look at these products, I didn't know this customer is interested these products, that that must be a great feeling. But sometimes it requires a bit more time and effort to dig deep to find that the information that matters.

And sometimes it requires a bit of, as you said, then a bit more lateral thinking. So we've had times we've had times when we've had people say, Well, I know these people already, why do I need to know they're on our website. And actually, they'll then spread it out to the wider team. And maybe it's the account manager who goes, you might already know those people, Mr. salesperson, but my goodness, I really want to know, another one. Another one we find is sometimes we'll see people go. And they'll see customers looking at their terms and conditions or their contract terms. And you go, Whoa, that's a red flag, you might want to know about that. If your best customer is looking at terms and conditions, that's a good indication, it might be time to start touching base and say, Hi, how are you again? So yes, that's kind of the wider picture thinking. But when people are thinking very linearly, sometimes they don't always doesn't always jump out as immediate benefits.

Mike: No, absolutely. I mean, we have, you know, in marketing, running a marketing agency, if people look at the client's page, or they look at the People page, or they look at both, it's a real indication that they're interested. So I totally understand that.

Tim: Exactly. Yeah. So if somebody wanted to try CANDDi, I mean, it's a line of code on the website. That sounds simple.

Mike: But is it easy to get a trial? How do you how do you, you know, let people test the product?

Tim: Yeah, so we, as with many SAS businesses, we are a free trial first business Or just go to WWE did we And there's plenty of ways to to register from there. When we work with people, we do a 30 day free trial to get started. And during that free trial, our customer success team are regularly reaching out touching base, just trying to make sure that we can give you the best possible experience of software to hand. So very, very, very simple, very, very easy to get started. We We love having new people on board.

Mike: Brilliant, so So just go to CANDDi ca n, or one of the other versions you've got. And and try it out. That's a great message. I mean, it's been really great talking to you, if people are, are interested in finding out more or maybe have a question, is there a way they can get ahold of you on the internet?

Tim: There's 100 ways to get ahold of me on the internet. But so or reach out to me, Tim Langley on LinkedIn. I, in fact, it is it's the joy of growing, building a growing businesses is there are more and more people in the team to work to take over stuff. But actually, I really enjoy when people reach out and ask me questions. And it's sometimes it's just really nice to actually touch base and understand the kinds of things people are actually interested in asking about. So we're more than happy to answer any questions.

Mike: Perfect. And I mean, that's brilliant. You know, if people are interested in a software product, they've got the email address to the CEO. That's, that's a pretty compelling.

Tim: I told you, we were kind of different in that space, but

Mike: awesome. Well, I really appreciate this. It's been such a good conversation not just about CANDDi, but about cookies, about privacy, about all sorts of things. Thank you so much for being on the podcast him.

Tim: Thanks very much for having me, Mike.

Mike: Thanks very much. 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.