Hannover Messe Cancelled for 2020

After recently announcing that the Hannover Messe would be postponed until July 2020, the organizers have now announced that the industrial fair will not take place this year, due to the increasingly critical situation of the COVID-19 pandemic.

With comprehensive travel restrictions, bans on group gatherings, and a prohibition decree in the Hannover region, it's clear to see that holding the Hannover Messe was near impossible. The manufacturing industry is also being shown as struggling, as demand and sales in Germany decline, resulting in supply bottlenecks, production stops, and reduced working hours for employees.

“Given the dynamic development around Covid-19 and the extensive restrictions on public and economic life, Hannover Messe cannot take place this year,” says Dr. Jochen Köckler, Chairman of the Board of Management, Deutsche Messe AG. “Our exhibitors, partners, and our entire team did everything they could to make it happen, but today we have to accept that in 2020 it will not be possible to host the world's most important industrial event.”

As the first time in 73 years that the Hannover Messe will not take place, organizers are not allowing the event to completely vanish, with plans in place to form a digital information and networking platform that will be available to customers soon.

Various web-based formats will enable Hannover Messe exhibitors and visitors to exchange information and live streams will present interactive expert interviews, panel discussions, and best-case presentations. The online exhibitor and product search is also being enhanced, with a function that enables visitors and exhibitors to contact each other directly.

“We firmly believe that nothing can replace direct, person-to-person contact and we are already looking forward to the time after Corona,” added  Dr. Jochen Köckler. “But especially in times of crisis, we must be flexible and act pragmatically. As organizers of the world's most important industrial trade fair, we want to offer orientation and sustain economic life during the crisis. We are doing that with our new digital offering.”

It's fair to say that this was not unsurprising news to come from Hannover Messe, with other trade shows also facing the inevitable option to either postpone or cancel; and we look forward to seeing what the digital offering will provide visitors until it can take place again in 2021.

6 Tips for Improving your Email Marketing Campaigns

Whether you’re already an expert in email marketing or starting out new, your goals should be the same; to send effective emails that will engage your prospects or retain customers, which in turn will you help increase your sales.

As email marketing remains one of the most effective ways of reaching your prospects and customers, in this blog, we explore 6 ways you can improve your email marketing campaigns to enhance performance and keep your readers engaged.

Share content in a scannable and digestible way

It’s important to remember that your readers are busy and will often only skim read emails. This is why it’s vital to ensure that your email is written in a user-friendly way that is easy to digest.

Remember you only have a few seconds to make an impression, so create an email that has captivating headlines and use bullet points and headings to break up your content into sections. To ensure you grab your reader’s attention, keep your messaging short, succinct and to the point, so readers can understand the highlights of your email clearly.

Send emails at the right time

One of the best ways to improve the performance of your email campaigns and increase conversions is by ensuring that you are sending emails at the right time.

According to GetResponse there are two time slots in the B2B industry you should be aiming for in order to get the best email open rates and click-through rates (CTR).  This includes 9-11am and 3-5pm. However, it’s important to remember that the optimal time for email sends will alter slightly per sector due to customer preferences. To ensure you understand which time is optimal for your readers, your company should be tracking results from every email campaign. This data will be vital in understanding when you should send your emails in the future.

Use welcome emails to build strong relationships

Welcome emails are a key part of building strong relationships with your contacts and is arguably one of the most effective emails you can send.

Recent data has revealed that welcome emails have seen a staggering open rate of above 80%, with a click-through rate of around 22-25%.

A welcome email reassures your new lead that the signup has worked and that their content is on the way. A brilliant benefit of using email marketing within your marketing automation platform means companies now have the option to automate emails for every piece of content when it is downloaded via a landing page.

By offering something valuable or exclusive in your welcome email, you create a connection with leads and open new doors to further conversations.

Only send emails that are valuable

Your emails should always contain content that is valuable to your reader. When setting up your email campaign, ask yourself, why would the audience benefit from reading this email? Why would they open it?

If you keep this in mind, you will create and offer content that you know is helpful, useful and beneficial to your readers. This approach will also ensure that your reader engages with your content, resulting in more click-throughs, conversions, and sales.

Don’t bombard your contacts

It’s essential to remember the saying ‘less is more’ when it comes to your email marketing campaigns.

Although it can be difficult to find a happy medium, sending your contacts too many emails will see your engagement rates fall.

Each sector will vary, but it’s important that companies find the balance between making an impact to your reader, but at the same time not bombarding their inbox, so they feel that they have no choice but to unsubscribe.

Track your data

Tracking your data is vital to understand what is and isn’t working within your email marketing campaigns.

The only way to improve your performance is to understand what was and what wasn’t successful, and which tactics got you this result

Tracking your data via platforms such as Google Analytics or via a marketing automation platform, allows you to view how your emails are driving traffic to your website, and how those visitors behave once they arrive on your site, which can influence how you market to these people in the future.


If you want to know more about how Napier helps clients with email marketing, check out our case studies here, or get in touch to find out how we can help you.


Elektronik Announce Changes to Editorial Calendar

Elektronik has announced changes to its editorial calendar due to the effects the coronavirus is having on delivery and production downtimes in Germany. As such, Elektronik has made the decision to combine and make changes to the chosen topics for specific issues. Key changes to the editorial calendar include:

  • Trade fair issue Hannover Messe new: Issue # 14 on 07.07. (Instead of # 8
    on 14.04.). The topics remain according to the media data and No. # 14 will be
    supplemented by a Hannover Messe focus
  • Business & Markets (B&M) # 2: Merger with B&M # 3, new: Smart Cities, Energy & Mobility, RD 20.04.
  • Fair edition PCIM remains issue # 9 on 28.04. with display at the fair. In addition, Elektronik # 15, RD 21.07. will be thematically re-orientated to the PCIM and will be displayed at the trade fair.
  • Automotive # 8: Merger with Automotive # 7, RD 30.6.
  • Business & Markets # 4: Merger with B&M # 8, Industrial & Embedded
    Vision RD 16.11.
  • Business & Markets # 5: Merger with B&M # 6, new: Smart Cities, Energy &
    Mobility, RD 20.04.

It’s not surprising in these difficult times that publishers are cutting back on their print publications. We think it’s important to remember that this is not an indication of any lack of influence for the publication. In reality, it’s likely that Elektronik and other publications will see far greater online traffic, and the reduction in print issues reflects both the challenges of getting publications printed as well as the move to more online consumption of news during isolation. For further information on these changes, please contact the editorial team via their website. 

PCIM Europe Exhibition and Conference Postponed

Mesago Messe Frankfurt GmbH has announced the postponement of this year's PCIM Europe Exhibition and Conference, due to the increased risk of covid-19 in Europe.

The event will now take place on the 28th-30th July 2020 at the Nuremberg Exhibition Centre.

Petra Haarburger, Managing Director of Mesago Messe Frankfurt GmbH commented "The dynamic developments around covid-19 in Europe require all exhibition organizers to continually assess the situation. We very much hope that we have acted in the interest of all parties involved with this postponement and that we can make a joint contribution to delaying the spread of covid-19 in Europe".

Here at Napier, we are not surprised to hear the news of Messe postponing PCIM, which joins a long list of events who have had no choice but to postpone or cancel in this unprecedented time. We are looking forward to hearing about what we are sure will be a successful event, when it is able to take place.

To find out more information on the event, please view the website here. 


EETech Announce Media Partnership with 21ic.com

EETech has announced a new partnership with the largest Chinese electrical engineering community, 21ic.com. This move makes EETech the exclusive media partner to 21ic for North American and European companies seeking engagement with the Chinese market.

21ic currently provides valuable content across 15 industry verticals for the Chinese electrical engineering community, covering news products, applications, and trends.  With more than 1.1 million registered users and 12 million monthly page views, 21ic provides leading online resources for the EE community in China.

Adam LaBarbera, co-founder, and CEO of EETech commented “This partnership provides an incredible opportunity to expand our community of engineers and support a growing market. 21ic is the largest electronics website in China. Partnering to unify our audience and deliver meaningful content is the foundation for our continued growth as a key resource for the global engineering community.”

“This partnership enables EETech to provide greater support and a wider range of reliable, quality resources for our growing EE community,” added Bob Dumas, Vice President of Sales at EETech.

For more information on this partnership, please view EETech's website here. 

New Assistant Editor at IML Group

Congratulations to Sophia Bell who is the latest addition to the IML Group,  joining the team as Assitant Editor for DPA, PBSI, and Connectivity.

Sophia joins the team as a Film and English Literature graduate from the University of East Anglia, and will be working closely with Paige West (Group editor) to develop content for the three publications.

We wish Sophia the best of luck in her new role!

Drives and Controls Exhibition Rescheduled

DFA Media, organiser of the Drives & Controls Exhibition and its co-located events, has announced that that the show will be postponed and rescheduled for 25th-27th January 2021, and will take place alongside the MACH Exhibition at the NEC, Birmingham in Halls 9 and 10.

This decision means that the following co-located events have also been postponed:

• Drives & Controls
• Fluid Power & Systems
• Air-Tech
• Plant & Asset Management
• Smart Industry Expo

Although the decision to postpone was inevitable with the risk of the coronavirus. We are pleased that DFA Media has made the decision to postpone rather than cancel the event, as the revised date allows organisers to provide clarity and ensures that they have time and space to deliver the same high-quality event as promised, providing a safe and secure environment for the manufacturing sector.

Napier Feature in The B2B Marketing Agencies Benchmarking Report 2020

Napier was recently invited to participate in the B2B Marketing Agencies Benchmarking report 2020, and we were delighted to see that this year we have moved up in the league table!

Here at Napier, we take the approach that size isn't everything, and we are focussed on pitching our business to the right type of clients, where we know our knowledge and deep insight of the market will help our clients' campaigns achieve maximum impact. It's great to see that this approach has resulted in us ranking higher in the league table.

Managing Director Mike Maynard, was also invited to write a feature for this year's report, where he discusses what agencies need to do to avoid clients taking their work in-house. To read the feature for yourself, get in touch with us for a copy of the interview, or click here to get your own copy of the full report from the B2B Marketing Magazine... Don't miss us we're on page 56!

New UK Embedded Show Announced for 2020

Hitex UK has announced the launch of a new UK-based Embedded Show for 2020. UK Embedded will take place on the 14th May at The Windmill Village Best Western Plus in Coventry; and is aimed at the entire embedded marketplace, inviting the close-knit community of Embedded professionals and engineers, to come together and explore new ideas and technological advances.

The event will feature a strong conference agenda and will be supported with an exhibition, workshops, and training in response to engineers requiring time away from the office to be productive and application-led, not sales-led. Confirmed speakers already include Green Hills Software, LDRA, Pebble Bay and Feabhas. The exhibitor list is also growing rapidly, with confirmed names including Infineon, DCA, Anglia, ST, Renesas, LDRA and Thingstream, plus a healthy pipeline of others coming on board.

“This is a fantastic addition to our smaller, user-group events which Hitex has become well-known for hosting”, said Tanya Jane, Marketing Manager at Hitex. “There are a few large “expo” style events and many smaller one-day technical conferences. The gap between these micro-events and the larger-sized events is wide and has created an opportunity to plug a gap, which I believe we will achieve with this event.”

UK Embedded offers something for all engineers at different levels of experience; including junior engineers in their first roles, senior engineers exploring new boundaries, project managers, developers, and designers. The conference and exhibition are free to attend, with a nominal charge being made to secure places on the training workshops.

At Napier, we think it's great that Hitex UK is launching a show to keep innovation a priority in the UK. With some great speakers already confirmed, we look forward to hearing all about the event and the great feedback we are sure it will receive.

To learn how you can take part, or attend UK Embedded, please visit the UK Embedded website. 

AV ELETTRONICA Announces Changes with New Independent Publisher

AV ELETTRONICA has revealed changes to its magazine for 2020, announcing new ownership by an independent publisher, who will relaunch the magazine with innovation in mind, and will design the magazine to offer information and opinions in a higher level for professionals in the electronics market.

The publication will now feature an improved structure and will include new elements such as  'sections' that include interview articles with honorary characters on the international scene from leading organizations. As well as 'columns' which enable readers to focus on the primary ideas dealing with topics of recent hours, new scenarios, major events and news coming from suppliers.

With 4,000 copies for each issue, AV ELETTRONICA will be a bi-monthly magazine, and will also be available in a digital format.

At Napier, we are really pleased to see someone new take on the publication and place their focus on it; and we look forward to seeing more creativity and innovation from the AV ELETTRONICA team.

Semtech's Lauren Roady - Marketing Expert Interview

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

In which marketing activities do you specialise?

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

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

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

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

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

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

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

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

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

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

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

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

What are your 3 biggest marketing challenges?

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

Tell us about the best campaign you have ever run.

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

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

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

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

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

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

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

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

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

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

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

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

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


Napier Joins Eurocom Worldwide as UK Member

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

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

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

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

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

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

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

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

We would like to congratulate Vicor on this fantastic result!



EETech Media Relaunch EE Power

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

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

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

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

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

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


From Intern to Business Development Manager

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

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

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

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

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

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

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

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


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

6 Tips to Getting Started with Marketing Automation

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

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

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

Marketing Automation must be strategy-led

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

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

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

Focus on your pain points first

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

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

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

Optimise at every stage of campaign creation

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

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

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

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

Align sales and marketing

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

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

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

Understand your customers

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

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

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

Don’t’ get overwhelmed – ask for help!

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

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

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


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

Value of Video in 2020

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

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


PCB Design and Manufacturing Live Returns for 2020

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

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

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

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

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


5 Best Practices for Social Media

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

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

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

Identify the most effective channel for your audience

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

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

Establish your social media voice and tone

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

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

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

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

Personalise your brand with the showcase of employees

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

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

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

Experiment with content and posting times

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

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

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

Keep an eye on the competition

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

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

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


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

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


New Distribution Editor at Elektronik

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

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

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



The Electronic Component Show Confirm Details of Dual Seminar Programme

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

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

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

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

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

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

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

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

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


ETN Announces Embedded Conference Finland for 2020

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

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

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

EETech Launches New IC Design Centre

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

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

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

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

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

Electronics Weekly's BrightSparks Programme 2020 Opens Call for Entries

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

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

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

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

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

Armitage Communications Welcomes Amy Moqbel as Senior Account Manager

 Armitage Communications has welcomed Amy Moqbel to the team as Senior Account Manager.

Amy joins the team with 13 years of marketing experience, and a master’s in strategic marketing. As a self-professed design geek, Amy has previously trained as a Product Design Engineer, and her career history spans both big and small businesses where she has been responsible for driving business growth across several different product categories.

“I have always had a keen interest in tech and innovation trends and remain fascinated by how they will shape our future” commented Amy. “I am excited to join the team here at Armitage”.

“I am delighted to welcome Amy to the Armitage team” commented Mike Maynard, Managing Director of the Napier Group. “With a strong background in engineering and technology, Amy further strengthens our team of technical journalists and engineers”.

Amy will be working closely with ABB and will deliver communications solutions for ABB’s world-renowned measurement & analytics products.