EETech Announces New Partnership with Bodo’s Power System

EETech Media and Marketing has announced their new partnership with Bodo’s Power Systems, which makes EETech the exclusive North American sales channel for Bodo’s System Design.

Co-founder and CEO of EETech, Adam LaBarbera described the partnership as the next logical step to “bring our collective experience and audiences together”.

Bodo Arlt, founder and publishing editor at Bodo’s Power Systems reinforced this view stating “Partnering with EETech enables us both to grow our reach. Knowing that EETech understands the importance of quality, timely information for power engineers makes for a great partnership that we are very excited about”.

At Napier, we are always excited to hear about the latest magazine collaborations, and we are certain that the partnership of EETech and Bodo’s Power Systems can only bring benefits to the industry, as they work together to provide the best technical content for their readers.

New Editor in Chief at Selezione di Elettronica

Italian publication Selezione di Elettronica has announced an important change to their editorial team, as after 11 years as Editor in Chief, Laura Reggiani has decided to resign from her position to embark on a new adventure.

With almost 30 years of experience in the electronics industry, Laura has made the difficult decision to leave the electronics world behind and move her focus onto a new project. Although we are sad to see Laura leave, we were pleased to learn that Fabio Boiocchi will be taking over as editor in chief, with Pierantonio Palerma remaining Editorial Director for Selezione.

We wish Laura the best of luck for her future and look forward to seeing the direction Fabio will take Selezione di Elettronica in as the new Editor in Chief.

Techwatch acquire all shares of High Tech Institute

Techwatch, the publisher of Bits & Chips and Mechatronica & Machinebouw, has become the sole owner of High Tech Institute after acquiring all shares.

Formerly known as the Philips Centre for Technical Training, researchers and scientists of High Tech Institute have spent years developing technical training with their leading-edge knowledge; making them available for the people within High Tech Institute’s product divisions, and then eventually available for the whole high-tech ecosystem in the Netherlands.

René Raaijmaker owner and managing director of Techwatch and High-Tech Institute, explained how “The training institute fits with the mission of Techwatch as supplier of independent information and knowledge”.

It’s no secret that this is a clever move for Techwatch, as the post-academic trainings of High Tech Institute fit perfectly within Bits & Chips and Mechatronica & Machinebouw target audience of engineers and technical managers in electronics, mechatronics, optics and software.

It is impressive to see Techwatch take this leap of faith and make this move, as it shows that at least one publisher in the industry is thinking creatively about their business. This is definitely an opportunity that further publishers can take advantage of in the future, and with a clear fit between training and publishing, it would good to see more publishers making similar moves to Techwatch.

MMG Publishing Announce the Launch of EBOM

Mark Leary Publisher and Founder of MMG Publishing, has announced the launch of a global information source for engineers and professionals working within the electronics industry.

The site will provide engineers, R&D, procurement and manufacturing and test professionals with the latest new products, industry news and innovations; which will be based on research generated from professionals working within the global electronics industry.

EBOM will also include Authorised, a live component comparison tool which provides a component search function for the authorised distributors, in combination with the ECIA (Electronic Components Industry Association). will run besides EBOM LIVE, a virtual trade show, which is the industry’s first digital exhibition platform covering visitor’s requirements from R&D through to finished production. The show will feature live RSS feeds, video content, latest literature and exhibitor profiles; while categorized halls visitors can even request further information from exhibitors. With over 100 companies already exhibiting at the show at time of launch, this is proving to be a popular choice for many in the industry.

We look forward to seeing what will provide to the industry.

Launch of New Magazine Connected Technology Solutions

Mark Venables editor of Plant Engineer, is launching a new magazine called Connected Technology Solutions (CTS). The magazine will concentrate on the convergence of IT/IOT/Comms and software, and how this is delivering a new operating platform for the industry.

CTS will focus on utilising trends such as IoT, Industry 4.0, Big Data, AI, and Automation; alongside cloud and edge computing, advanced analytics, high speed communications networks and software driven ecosystems.

IT managers, operations managers and C-level executives will be the main target audience for the publication, with the first print magazine to be published in late May.

The CTS website is due to go live in mid-April, with the monthly newsletters to begin soon after in late April.

As a well-experienced publisher, editor, and writer we’re looking forward to seeing Mark’s latest project and his take on the industry.

New Electronics Celebrate 50 Years

Congratulations to New Electronics, who will be celebrating their 50th year anniversary this coming June.

To mark the event, the magazine will be publishing a special issue on the 26th June, which will look back at how the electronics industry has changed, highlighting key dates and the main technological developments that have shaped the electronics market.

As part of their special issue, New Electronics are inviting professionals and experts from across the electronics industry to share stories about their history and vision for moving forward in the industry.

It’s great to see such a significant magazine in the industry celebrating their success and highlighting how far the industry has come.

If you have something you would like to participate for this special issue, then please contact Peter Ring or James Creber for more information.

MagPi Magazine to Publish in Dutch and French

Elektor International Media has recently signed an agreement to publish Dutch and French editions of the MagPi magazine in association with the Raspberry Pi Foundation.

MagPi’s first magazine edition was recently published with a print run of 10,000 Dutch copies and 18,000 French copies, and is available in book and magazine stores in the Netherlands, Belgium, France, and the Elektor store.

Eben Upton, founder of the Raspberry Pi Foundation has expressed his delight in Elektor working with them “to disseminate and strengthen the ideas of the Raspberry Pi Foundation in the Netherlands and France” as the “objective of the Foundation is to introduce as many people as possible to digital, computer technologies and programming in an accessible way”.

As a key international platform for electronics and computer technology it is great to see Elektor help key projects be brought to light, while also raising the profile of MagPi magazine.

Signing of the Elektor and MagPi agreement



Incisive Works Reveal Insight into B2B Tech Marketing for 2018

Incisive Works has released a report which provides valuable insight into IT decision-makers and the tech marketing that they respond to. Titled ‘B2B Tech Marketing: Are Tech Marketers Delivering What Decision-Makers really want?’, the report gains information from surveying 181 IT buyers, 153 business technology marketers and interviewing specially-selected IT buyers and marketers.

With opinions differing from across the industry on the best tactics to make IT decision-makers respond, this report has produced a definitive picture of the current state of the market, challenging previous perceptions of the industry that marketers may have held.

Probably one of the most surprising reveals in the report was the change within the buyer’s journey. In 2018, IT decision-makers will not focus on the features of the technology, but will direct their attention to how products help them achieve their goals to improve business effectiveness.

The report reveals that business drivers are now the key force in motivating IT decision makers, with 21% of respondents stating cost savings as one of their key reasons to be investing in new tech.

IT Tech buyers said that professionals, peer-level contacts and product websites are their main information sources, with buyers claiming that when they are interested in a product, they want to see cold, hard facts on what the specific technology can do, rather than a long drawn-out less than informative conversation.

A notable change in the industry is the importance of influencers in the decision-making unit. IT buyers commented that often marketers fail to be successful because they always approach the top of the chain, when many rely on their team around them to provide the information and research first before making any decisions. 55% of respondents disclosed that they were involved in the decision-making process, from inputting their opinions to contributing background information and research on the tech in question.

Although surprising, it seems that there are now layers to the decision-making process, and often this will start on the lower half of the business chain with some interviewees commenting that they will always hand their team the opportunity to research the tech, and will listen to their advice before making a final decision.

The report also features research on marketing tools which found that many tech marketers were now using marketing automation. 20% of respondents are using HubSpot, and 17% are using Marketo. This is not surprising considering how much marketing has changed in the last few years, with a firm focus on lead generation, conversion and revenue.

Although there is the worry that the customer is forgotten due to technology, there is no denying that IT buyers can benefit from these marketing automation platforms.

It is obvious to see that the industry is undergoing a change, and this report offers a window for tech marketers to seize opportunities and update their tech marketing to reflect the current state of the IT market.

Note this report is no longer available. Contact us for more information about how to optimise B2B campaigns.


New Editor in Chief for Computer&AUTOMATION

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

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

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

Meinrad – Editor at Large
Günter – Editor in Chief









The Digital Transformation of Things Column

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

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

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

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

ELE Times Magazine Partner with ELECRAMA 2018

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

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

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

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

We Created Napier’s Very Own ROI Calculator!

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

How it Works in 3 Simple Steps:

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

Napier ROI calculator - Entering Current Data

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

RoI Calculator Target Performance


RoI Calculator revenue and campaign investment

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

RoI Calculator Results


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

ETN to Organise the 2nd Annual Embedded Conference Finland

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

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

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

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

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

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

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

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

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

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

Matthias Laasch

IKTEM 2018 – A New Conference to be Held in Slovenia

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

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

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

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

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

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

Zip-Line sports activity

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

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

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

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


Napier's IronCAD Subject Line Competition - Winner Revealed!

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

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

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

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



A Napier Competition -Vote for your Favourite IronCAD Subject Line

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

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

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

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

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

Subject Line 3: 
Forget IronMan – introducing… IronCAD

Subject Line 4: 

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

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


The vote is now closed.

Companies take Tracking to the Next Level by Recording Every Keystroke

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

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

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

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

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

5 LinkedIn Tactics every B2B Marketer should be Using

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

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

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

Webinar Facts and Figures

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

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

Why use a webinar?

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

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

Who’s using them?

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

How many webinars are the right amount?

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

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

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

Please click here to download and read the full book.


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

Electromaker has Launched!

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

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

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

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

New Electronics Appoint New Deputy Editor

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

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

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

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

Napier’s Top 10 Digital Trends for 2018

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

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

1) Account-Based Marketing:

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

2) Personalisation:

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

3) Form Filling

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

4) New Range of Technologies and Reusing Content

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

5) Buyer Personas

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

6) Marketing Automation Workshops

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

 7) Live Video Streaming:

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

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

 8) Customer Centric Marketing

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

9) Chatbots

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

10) Evaluating your Data

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

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

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

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

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

Tips for Successful Social Media Posting

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

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

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

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

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

HubSpot and Social Media  

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

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

ROI Calculator 

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

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

A step up with Instagram...

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

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

HubSpot Leads Ad Integration

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

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


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