A Napier Podcast: Interview with Fernando Angulo - SEMRush

In our latest episode, on Napier’s Marketing B2B Technology Podcast, Mike, Managing Director of Napier, interviews Fernando Angulo, Head of Communications at SEMRush who shares how marketing professionals that don't specialise in digital can make use of a tool such as SEMRush to improve their marketing campaigns.

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

Transcript: Interview with Interview with Fernando Angulo - SEMRush

Speakers: Mike Maynard, Fernando Angulo

Mike: Thanks for listening to marketing b2b tech, the podcast from Napier, where you can find out what really works in b2b marketing today. Today, I've got Fernando Angulo, who is from SEMRush. Hi, Fernando, welcome to the podcast.

Fernando: Hi, thank you for having me here today.

Mike: That's great. So tell me a little bit about SEMRush. You know, your product for SEO and paid search, I believe, can you just give me a bit of a background about what it does? And who you sell the product to?

Fernando: Oh, definitely. So if let me give you let me explain you with an example. So if someone is creating a webpage, and they want to have better results, so to be more visible on the SERPs on the on the results page of Google, they need to do a lot of inside work with their keywords with their topics. So they need to create content. And our platform is giving you all the inside information about what the best content is out there. What is the trending content? What are the best keywords that people who are matching your service and products were looking for similar stuff are searching right now. And of course, what your competitors are doing as well, in your city, country, or with the sample or in the same continents because we are working with more than 140 databases. So if you want to have more online visibility, you should use a tool.

There are different tools out there we are right now one of the tops, because we are not only working with the insights or with the analytics, but also with the with the tracking system that allows you to understand better how your keywords are working, how your online performance is working inside of your niche. And of course, if that's the first perspective, when someone wants to open a or build a webpage, but if it's a company, or if it's a brand, they need to know how well they are performing on their, on their market on their industry. So we have another set of tools that are meant are meant for this company. So we have the traffic analytics tools, we have the market research tools, so they can see how many players are in their niche. So let's say we are in the online streaming platform niche. And you have of course, the leaders of the market their Netflix, HBO, but there are another 4000 players who are working in this industry as well. So if you want to find out, what is your market share, you need to use online tools to do that. So for an A small or a bigger company, you will find the benefits for your online visibility with SEMRush.

Mike: Well, it's interesting. I mean, I was particularly interested, you started off talking about content. I mean, a lot of the SEO tools, vendors start talking about a lot of technology, which many of our listeners, you know, really aren't involved in. So do you see SEMrush as a tool for content creators as much as it is for SEO experts?

Fernando: Oh, yes, actually, we started at the beginning 11 years ago as an SEO platform SEO tool. So that was the classic process. But the industry is changing a lot. And basically, working with Google, especially they have made so many changes on their algorithm. So they're doing all those changes on their algorithms. And all of them will, I will say 95% of them are related to content. So the quality of the content, relevancy of the content, the content is as foreign people needs, the content is the perfect match that people need. So everything is about content with Google. So that's why three years ago, we started developing tools for creating content for analysing continent for its core content as well. And of course, if you want to if you have a request for content creation, we have also a marketplace for content. So basically, yes, we are a content platform.

Mike: Well, so you can actually go to SEMRush and get authors to generate SEO optimised content?

Fernando: That's correct. Yes, we have this market, content marketing platform. So you just need to enter the keywords, we're gonna do the research with the scoring. So we have two scoring. The first one is related to Google, how Google is processing all that information in terms of year, year he, in terms of architecture of the content. And the second scoring is for the people, of course, that is the readability scoring, that is currently measuring, how easy is that content that takes for the user to understand? And how, what is the tone of voice of that content? If it matches with the industry, you are? in the entertainment industry, you don't need to use very formal language, you need to be more casual, or you are in the I don't know education, online education industry you need were much in those parameters as well with the help of machine learning.

Mike: But that's really cool. So you see this as a tool that lots of people within a marketing department could get benefit from?

Fernando: Oh, yes, definitely. If you are in, you know, in digital marketing, I believe that most of the people already heard about us. But if you haven't heard about some us, give it a try, we have a free a free version. So you can just pick up the process that you're working. So basically, when just when you if you want to start using an online platform, or SEMRush, you just need to enter a domain. It can be yours or better if it is the leader of your industry, to see all the insights that you can have from them. So you will, you will know how many keywords they have, how much budget they are spending on ads, how often they are creating ad campaigns, how big is their audience, if their audience is related to yours, and some so many other parameters. So if you want to start from there, that's the very beginning. But if you want to go one step farther, you need to check how to create content based on the information that you have. On your industry. For example, you want to create a piece of content based off of the current situation of the let's say Bitcoin, for a ranking with this topic. Let's say in 2015, you need to you need to write a piece of content with about 800 800 words right now is that that changed a lot because you need to in order to rank for the topic, Bitcoin, you need to have at least 3000 Ward's inside of your URL. So the number of words that you need to use there, the position of the words, all that matters. And of course, with an online platform that's more easy to do.

Mike: Well, so it sounds like today. You know, people who are maybe PR specialists need to think a lot more about SEO. I mean, if I was creating PR content that got fed to the website, what steps would I go through to really, you know, understand how I should optimise it.

Fernando: Well, with that this perspective of a PR person, of course, needs to think about the SEO analysis, the keyword research analysis, but also they need to think about the trends. What is happening now and how people are reacting. What is the behaviour, the user behaviour during any situation or the situation that we are living these days? So for doing that, we have another tool that is called topic research. That is basically the opposite side of keyword research. When you're doing a keyword research, you're, you're looking for metrics such as volume, cost per click. Difficulty how difficult to run that keyword. But when you're looking for trends, you're looking for questions how people are searching exactly what are the most trending topics? When you have a high level topic? Let's say you want to write something about let's return to cryptocurrency, right Bitcoin. So most of the people right now are talking about the stock markets, about their the rise of the price of oil. So everything related to Bitcoin will be in the mouth of the people and they're going to be talking about that. So a PR expert, a PR professional needs to follow those trends in order to create a piece of content that people want to read. So that will be the perfect as much keyword research and then topic research to check how effective that piece of content is going to be.

Mike: So today, I mean, what we should be thinking about is not only how well we rank for a particular search, but whether people are actually doing that search. Is that is that what you're saying?

Fernando: Oh, yes, definitely, actually is not aware. opinion is something that people from Google, were telling us the last three years when they introduced all the quality content algorithms. So they say, if you have relevant content that really matters to your audience, and as words, users, search queries, so you are, you're a good content creator. But just today, the launch this new core update, and they were saying, so everything should be fine with you. But also, you need to have some research behind that content that you're publishing. So I don't know what is the meaning of that research forth. So I believe that if you want to talk about, I don't know, bicycle, a mountain bicycles, you need to put there some additional information about the source of your content inspiration of the source of the where you how you got to this topic. So something related to that. Because it's a recent update. Nobody knows how it works right now. But we are sure that if the content really answers people's needs, that's a good piece of content of content already.

Mike: I think one of the things that you know, a lot of people who are not specialists in in the search world wonder is how to guys like you actually understand what Google is doing. Because, as you say, they've introduced a new algorithm. They've been a little bit vague about it, how do you work out? You know, what's your customer should be doing to make sure they rank towards the top with that content?

Fernando: Oh, yes. Well, first of all, it's because we are kind of obsessed with marketing. And all the time, we are just hearing the alerts from our online platform selling, this is new, this is a new type of change in the first page of results. This is a new type of new type of snippet. And we are having a lot of conversations on Twitter, and inside of communities. So how do we know this about these changes, because most of them all know, just a few of them are official. Most of them are not official. And we're just trying to figure it out how they change things. But for example, with the with the beginning of usage of voice, devices, voice assist assistance, I mean, the Google Home, Khomeini and then the nest, with the beginning of their incorporation to people's lives, we saw that most of the changes in Google have has increased in terms of, there are a lot of answers to questions, there are a lot of snippets that are really, really big. So in terms of advertisement, when you see a Google out there, you see they're just a tree, one phrase, the URL, and the and the message from that. So it's very clear. But for the feature snippets, for example, if you type on Google, how to boil an egg, or how to open a bank account, or restaurant near me, you will receive beautiful results there that Google is creating specific, specifically for each industry.

So if you are in the real estate, industry, or in the insurance, or banking, or financial, FinTech, whatever the industry's goal is prepared really interesting results for all of them. Why? Because they want to have more and more users staying and engage engaging with those results. So just an example. I do this, in every single conference that I participate. If you type on Google, how to open a bank account you will receive at the beginning. A list of steps from a bank usually is the central bank of the country or is the most important or is the most important insurance company. If you don't have that type of result. That means that first the banks in your in your city or in your country are not doing a good job and you don't have competition. They're in between With bandwidth, which is crazy. But if you have a beautiful result, that's the feature is neighbored, you will understand because there you can see the logo of the bank, the image of the bank, the story of the bank, the knowledge graph, you will see the step by step process how to open a bank account. So basically, for right now in the United States, there are about 80 85% of questions that they are ready to receive featured snippet. So Google was going to that direction till this year. They were changing their status from search and giant to the answer in giant, right, now they are going to another direction, and then they made it officially last year, when they say that, okay, we, we want to go from the aspirin giant to the get it getting fixed done. And john, so they want to apply more, actually more, they activate More Actions inside of their search engine. And that's basically the things that you can do with your voice assistant, which is an incredible thing for for the future of digital marketing, of course.

Mike: So with Google changing, you know, to rather mean search to being an answer engine, and then getting things done engine. How does that change what content people need to create presuming that that has quite a big impact?

Fernando: Oh, yes. Well, when you are creating a piece of content, you need to be sure that all the question keywords that are out there, related to your product or service are answered, for example, first, first question that you need to have when you're creating a content that is meant to be for answering people question is, of course it, what is the name of your brand? Then where is and of course, if you have a specific location as the name of your brand, and the last one will be will be how to use and then your products. So you need to check if we those three questions, the content that you're producing. As a result, it matched a feature snippet, because those features are free to earn. But you need to have the right format for all of them for the question or keyword. What is, for example, what is SEMrush? Right, we have this feature snippet. And in order to be in that featured snippet, you need to use a certain amount of words, which is basically 46 words 156 characters. So you need to have what is SEMrush. And after that hare, you need to use the 146 56 characters. explaining why does SEMrush only with that amount of words with the with the next one. Where is it basically, your address phone number. And having activated the location mark, of course with the address if you can have that that as well. And for the how to use this case how to use your service or your product, or in my case how to use SEMRush, you need to have at least with a minimum of eight items. So eight steps, how to use assembler. So step one, you need to open your browser, step two, you need to enter whatever whatever are the steps for this process. So if you have those three is with a featured snippet, you have already won something really interesting, first of all those features snippet. And second is the voice search result. Because when you have a feature snippet, you also have a voice search result. So if you are using any device with any Android device, actually Siri is using some of Google's data as well.

You will have two type of results. First one is going to be the results on the first page. The second one is the result on a voice search device. So start resolving questions related to your own business. Second step there will be this one is going to be is going to be creating content that people from your industry. People from your niche are asking to similar business as yours. For example, you know, I believe every single business owner, they have the least of the most common as worded questions. So that is a good piece of content to create even better content to receive several features, snippets, or people or other people on people also crystals, which is another great type of result that Google is software. So if you can create based on those pieces of content as frequently asked questions, you can have really, really understandable piece of content that Google is going to reward you with featured snippets.

Mike: That's fascinating. It's it seems like, you know, now you're talking about SEO, from the point of view of what customers are going to ask rather than looking for high volume keywords it has SEO changed in that way?

Fernando: Oh, yes, definitely. And, and a lot, actually, when I was in India, at the beginning of this year, I saw that many financial institutions there, they were just creating awareness through these features, snippets. So their main objective was not to get traffic to their website. So they were not taking a look into the ranks were the first second position, but they were working a lot in terms of brand awareness, having an earning working for earning featured snippets. So if you have already that resolved, place on the first page of Google, actually, some people, some specialists called that so the zero result is the zero position, or the ranking zero, because that is not the first that's not the second that this zero, and then you have the organic results. So most of them are working to having that result created just the format. So as I mentioned, the paragraph with 156 characters, or 46 words, they eight items in the list. Actually, I saw some banks working only with lists, so they have around four for one bank so that they had more than 5000 features, neighbours, because they were implementing that change that Google offered for basically everyone the last during the last three years.

Mike: That's that that's really interesting. I mean, that that's absolutely very different to just trying to rank top for high volume keywords. And just to move on a bit, I mean, SEMRush offers a lot of features. So as well as SEO support, you also support paid search. So AdWords, I guess people are still calling it. And from your point of view, when should people use paid instead of trying to use search engine optimization to get to the top?

Fernando: Well, I will say, as a person who creates a different ad campaigns, for different industry, it depends on the needs, that you're that you're looking, for example, in time of crisis, I believe that more most of the people that are desperate to get more closer deals, so they want to have more leads to sell. And of course, if you are not in that situation, and you can you have some budget, you can allocate some of the budget that you have for expanding more in terms of organic search, which needs more time to have results. So I will say it depends on the situation that you are for the first type of people that are in the crisis situation, they don't have that they really need to have more leads, of course, this is the same strategy going for ads, so creating ads, no matter if it's Google of their social ads, they need to have I will say and especially is working well with that because you can burn a lot of money, this situation people are trying to do it themselves. And they need of course, to categorise the audience, they need to launch at the very specific timing with the very specific timing, they need to have a certain type of knowledge I will say I will say a high level of knowledge in order to not burn a lot of money. But if you are in the second position that you have some free budget some well some provide you to growth I will go 100% to search to trust you. Why is that because when this situation with the with the virus started, I remember many companies that they were doing only ads saying that Oh my God, we should invest more on SEO for this for this situation because they were cut cutting the ads budgets because they couldn't open the doors, so they cannot engage with the people. And if you have an SEO strategy, so people are just gonna be coming to your website, organically, so you don't need to invest that. So it's like your, your, your magazine, your office is still open, but you're not paying for visitor, so you're still receiving that traffic. So, again, it depends on the situation.

Mike: It sounds like you're saying, you know what one of the benefits of paying for traffic, or paying for ads is that you can turn them on, and they start having an impact straightaway. Whereas it takes time to build up the SEO. But on the other side, obviously, when you turn the ads off, the impact disappears immediately. Whereas SEO has a much longer-term effect. Is that, have I understood that right? Absolutely.

Fernando: Yes, that's a way you are, you're investing on really fast and quick results, or you're investing on long term long term. So both of them are of course, acceptable, but long term, it will affect you in a lot during the long term, of course.

Mike: And then I hear some people talking about paying for ads, because they don't feel they can get to the top of a particular search page. I mean, for example, it could be something where a lot of you know, publications and Wikipedia, because more generic term. Or it could even be competitors. brands that they want to rank on when they buy ads, is that a good strategy?

Fernando: Well, actually, when you are skipping, doing the research, for the SEO keywords, such as the ones who are who has the highest Keyword Difficulty, let's say 9596, the Keyword Difficulty goes from one to 100. So 995 98, like impossible to, to rank for. So for those specific queries, you need to go. And this is my suggestion here, you need to go for the longtail keyword, which are basically made from questions. I will go for different variation of questions and related searches. But definitely with different variations of questions, you can go higher than expected. Actually, there are a lot of longtail keywords that are higher for some general questions for some general queries. And in the case that you want to have more online visibility, you can have, of course your budget allocated for us, but it's a better tactic to have that result on people also asked or on a feature snippet. And I really love this kind of results. Let me explain you why. Firstly, there are two type of results. The first one is the featured snippet and then the people twice, which are related questions, right. So for the first one, in order to rank for for a featured snippet, you need to rank at least in the top 10 with the top think keywords. So in the first page of Google, which is also really difficult, but with the second result, that are always together with a feature snippet, so you have the feature snippet. And below that result you have the people also ask, which are also in the first place are also SERP feature, which is that position zero, in order to rank for people also ask, you don't need to be in the first page of Google, in the second page of Google are not even in the 10th page of Google. So you need just to have the right format to be there. So you can have rank, very easy, very easy. Wikipedia, having the password for that search query. And earning that people also are people also as a result, that's something that it goes really fast when Google is sending in indexing The result is it can take from one to three hours to have that result, which is pretty much amazing.

Mike: Well, I mean, you've listed a whole load of interesting, you know, tips and tricks throughout this into how do people get up to speed on SEO, particularly if they're not, you know, 100% focused on that market perhaps or in content generation SEMRush offer any training or any other information?

Fernando: Yes, actually, online education is one of our major goals during the last couple of couple of years, and we created an academy related not only for under the best the better understanding of our product or services, but for a better understanding about general digital processes and strategy. So we have the SEO, fundamental courses, we have the technical courses in our academy, which is semrush.com/academy. And all of them are free for everybody, you don't need to have a paid account on SEMRush to use it. And of course, we are offering certifications as well that you can include on your LinkedIn profiles, and the teachers that the professors that are there are industry professionals with high level of recognition.

Mike: Brilliant. And if people are interested to actually, you know, try the tour, I think you mentioned there's a free version. How would people try SEMRush? And then what would it cost if they want to make use of all the features?

Fernando: Sure, when, when you start opening the domain, similar to the clone, you will see there are a search bar, usually you do on Google, you can start from there. And you will have the free version, which is basically 10 search queries, and 1010 queries that you can do with different domains. But if you want to go in deep with the whole potential that we are offering, you're going to start with $99 with the pro version, then with the medium level, which is 199. And if you are a net marketing agency with more than 50 or 100 clients, you can have the business version with 399.

Mike: But for someone who's, you know, perhaps a PR professional who just wants to improve the optimization of some of their content, the $99 version would work for them with it?

Fernando: Oh, yes, definitely a piece of when they are working with the content marketing tools. So working with a piece of content, they can do it every day, they can work with several tools to do that. Actually, with every single package that we have, you can have access to all of the tools, except for the corporate ones, which are only a couple of them, called the competitive intelligence tools, which are traffic analytics and market share. But with the rest of the tools with the 44 other tools. Everybody has access to that and appeared especially has the access in every single package to all the tools.

Mike: That's fantastic. That sounds pretty good. And with free training as well, it sounds great. I know we'll all be rushing off to start changing our about us pages and optimise for the feature snippets. And but before we do that, is there any way people can get in contact with you if they've got other questions? Or would like to know more about SEMRush?

Fernando: Sure, definitely. You can contact me through my LinkedIn page. Fernando Angulo  there, I believe I'm the only Angulo they're pretty good, or my email is f.angolo@semrush.com. You can write me there or just enter to semrush.com and find one of the webinars. I'm also one of the professors in the in the course. So I believe you will find a way.

Mike: Thank you very much. It was a lot of great information for us. And I'm sure we'll all be going looking at our websites and trying to take advantage of those tips. Thank you for appearing on the podcast.

Fernando: Thank you, thank you all. Have a great day.

Mike: Thanks so much for listening to marketing b2b tech. We hope you enjoyed the episode. And if you did, please make sure you subscribe on iTunes, or on your favourite podcast application. If you'd like to know more, please visit Napierb2b.com or contact me directly on LinkedIn.

elektroniknet.de Announces New Direct Link Program

As publications have begun to adapt to these challenging times, we were delighted to hear the news about elektroniknet.de's new direct link program, which has been introduced as part of an effort to enlarge its digital advertisement offerings.

The program has been introduced alongside e-papers, and digital trade fairs, and offers the opportunity for clients to 'book' keywords, which will be linked from articles published on elektroniknet.de to a landing page of their choice. The client has the option to book any keyword including the companies name, and are offered a prominent placement in the editorial content.

At Napier, we think its great to see such an innovative approach being taken by elektroniknet.de, who have shown they are willing to adapt to the current new reality and offer clients something a bit different. We look forward to seeing the great results this program will deliver.

For further information on this program, please visit elektroniknet.de's website, and contact a member of the editorial team.

Process Industry Informer Launches Podcast Series

Process Industry Informer has recently launched its own podcast series, which will discuss the latest technologies and future insights throughout the manufacturing process industries.

Hosted by expert Dave Howell, the first three episodes are now live, featuring interviews with Steve Leech, Business Manager for Process Control Systems at Siemens, Jamie Clayton, Operations Manager at Freeman Technology, and Fréderick Motte, VP Customer Success at TrendMiner.

We've started to see more and more publications launching their own podcast, and with current circumstances, this is a great way for Process Industry Informer to engage and inform their readers in an alternative way.

To subscribe or listen to the podcasts, please click here.



Napier Launches Podcast Channel

Here at Napier, we often talk about the importance of staying up to date with trends, even going as far as to put together quarterly trends presentations for our clients, to ensure they stay up to date with the latest in the B2B technology industry. With this in mind, we are excited to announce the launch of Napier’s podcast channel – The Marketing B2B Technology Podcast.

Aimed at anyone who works in marketing, PR or communications within the B2B technology sector, our podcast will cover the latest trends and tactics, covering topics from media relations to marketing automation.

Check out our first couple of podcasts here, and why not get in touch to tell us your thoughts, we’d love to hear from you.

Aspencore Announces Virtual Power Conference & Exhibition for 2020

Aspencore has announced the launch of a virtual conference and exhibition, focussing on power electronics, due to take place from June 16th-18th 2020.

The PowerUP Virtual Expo is a three-day virtual event and is planned to work in a similar format as a live exhibition and conference would. It will feature a fairground, an exhibition hall, as well as a conference area. Exhibitors will be able to present their products and solutions, and chat rooms will allow direct communication between visitors and exhibitors.

With power electronics playing an increasingly important role in various markets such as automotive, industrial, and consumer; as well as enabling technology for a wide range of new functions that enhance automotive and smart grid performance, safety, and functionality; the PowerUP Virtual Conference will be open 24 hours a day with live presentations from 14.30-17.30 CEST (8.30-11.30 EST)  Key topics of the conference include:

  • Motor control solutions
  • Wide-band gap semiconductors
  • Smart/renewable energy

Virtual trade shows and webinars have become a clear trend since the COVID-19 outbreak, and it's great to see Aspencore use this tactic as an opportunity to provide valuable insight into the power industry, during a time where physical trade shows are an impossibility.

To view the full agenda and find out further information, please click here. 

EETech Introduces 'Story First' Format to New Engineering Podcast

EETech has announced the launch of its new media podcast, Moore's Lobby; an electrical engineering podcast that shines a light on the electronics industry's most pressing technical issues, from the rise of simulation to the role of analog design.

The podcast will bring a 'Story First' content mentality through 30-minute narratives and will be hosted by David Finch, a New York Times bestselling author and 20-year veteran of the electronics industry.

“We’re thrilled to launch the podcast as a new media type for our readers to enjoy as they work, tinker, or relax,” said Kate Smith, Director of Digital Content for EETech. “While the format is new, our dedication remains the same as we pursue excellence in technical accuracy, thought-provoking conversation, and a clear representation of the experiences and challenges EEs face.”

“Moore’s Lobby brings real value to our community by featuring stories about successful EE peers, inspiring them with new ideas for their projects,” added Adam LaBarbera, co-founder and CEO of EETech.

With the first episode due to discuss the impact COVID-19 has had on design engineers around the globe and what they are doing to adjust, we are excited by EETech's new approach to engage with their readers during this uncertain time and look forward to hearing what we are sure will be positive reviews about the podcast.

The first episode of Moore’s Lobby will go live Thursday, April 30th, and episodes will be released biweekly on all preferred podcast platforms (including Apple Podcasts, Spotify, Google Play, and more). You can listen and subscribe to the podcast here. 

Guest Blog Post - Ian Poole - Keep Flexible and Keep an Eye on Your Stats In Times of Disruption

We were delighted to receive a guest blog post from Ian Poole, Editor of Electronics Notes, who explores how in this unprecedented time companies can stay flexible and use stats to understand what their readers are looking for.

Keep Flexible and Keep an Eye on Your Stats In Times of Disruption

We have all been experiencing disruption as a result of the current pandemic, and it has affected every business in one way or another.

One of the things we have been noticing at Electronics Notes is how quickly things have changed over the last month or so with regard to traffic and what people are looking for from our website.

One of the ways of gaining both more visitors and more reputation for the website is to respond to these needs as quickly as possible. Flexibility is the name of the game as a slight change in direction may be needed.

These concepts can be applied to websites and all businesses in a variety of ways. From our experience, I think there are two lessons we have learned:

  • Try to anticipate the needs and what people are looking for
  • Keep a very good eye on the website stats and trends to see what is happening and what trends are appearing

Although it is not possible to react to both instantly, responding to them as best you can enables you to respond to the needs of the moment, receive more traffic, build authority for the website, and extend the visitor or customer base. All of these help build the site or business for the longer term, as well as providing very useful resources for the short term.

Anticipating the needs

Shortly after the pandemic broke, we can all remember the request for people to work from home. This placed a significant extra strain on home broadband and Wi-Fi networks. The existing set-ups in many homes might have been good enough for most domestic usage, but once it needed to be pressed into use for business, it might have been put under strain. With other family members possibly using it for additional video streaming, etc at the same time, deficiencies could often be noticed.

To help answer some of the questions, we enhanced our section on Wi-Fi with some useful articles on how to install the best Wi-Fi, and also another one on how to use your existing Wi-Fi to the best effect, and make enhancements where appropriate. We also added a section on working from home to the careers section of the website. These served a good amount of traffic whilst also, hopefully being of use to the readers.

We are also looking at other articles that might be useful as we start to come out of the lockdown. Preparing and launching them in advance means that Google will have started to rank them and over time their ranking should improve sufficiently for them to gain good levels of views and be really useful later.

Anticipating what people might need and want ahead of the requirement can help ensure the website or business has the necessary material when it is needed.

Responding to trends

It is not always easy to anticipate all the forthcoming trends. Because of this, it is necessary to keep a good eye on your website, or other stats to see what is happening, and respond to this quickly.

One example of this is that, for years our best performing video has been one on phase-locked loops and how they work - it has now been viewed over 225k times. Although not associated with professional electronics, we have a section of our website devoted to ham radio (a lot of radio hams are engineers and this section brings a lot of good traffic from North America). I noticed that another video on our YouTube channel about learning Morse code was becoming very popular. It has come from being one of the lower or average performing ones to the top, with over 500 views a day.

Obviously people have been using the lockdown to learn new skills and in this case Morse code. The video sounded out the different letters with visual reinforcement, and I had long intended to produce a similar video for the Morse code numbers. This has now been launched, and further videos, as well as some pages on the website, are planned so that we can have a complete beginners course which I hope to complete over the next week or so.

Obviously, we don't want to be seen to take advantage of the current situation in a selfish way, but we can still see what people are looking for and change accordingly.

By being flexible and responding to the needs of people in various ways, not only can we provide a useful service to people now, but also build the business of the website for the future.

UK Embedded Show Postponed to 2021

We recently wrote a blog announcing the new UK Embedded Show, due to take place on the 14th May at the Windmill Village Best Western Plus in Coventry.

We were unsurprised to hear that the organizers have made the decision to postpone the show. Now taking place on 13th May 2021, the event invites the close-knit community of Embedded professionals and engineers to come together and explore new ideas and technological advances.

Tanya Jane, Marketing Manager at Hitex, commented "I took the decision to move UK Embedded back by a complete 12 months for several reasons. One was the lack of space in the calendar for the final portion of the year. With many other events in the same boat, I did not want UKEmbedded to get lost in a saturated event marketplace, with everyone clamouring for the same audience. However, the bigger reason behind the move brings me back full circle to where my thought process for the conference started from – the first half of the calendar year is empty in terms of embedded-focussed events. The embedded industry needs focus all year round, not just in one 3 month window in Q3 and 4.”

Here at Napier, we were pleased to hear that the event had been postponed rather than cancelled, and we look forward to hearing all about the event and the great feedback we are sure it will receive when it is able to take place next year.



WEKA FACHMEDIEN Unveils WEKA Online Campus

Publishing house WEKA FACHMEDIEN has unveiled its WEKA online campus, a platform that features online events and webinars in the fields of electronics, automation and ICT.

The platform, which is completely free of charge, offers visitors the opportunity to register for a mixture of webinars. Webinar theme days are often held covering topics such as working at home, and recordings of past webinars can be streamed at any time.

With interaction and discussion a key component, WEKA offers a valuable platform where members of the industry can learn and discuss with qualified industry experts.

To find out more about the online campus, and the webinars it has to offer, please click here. 

Electronic Component Show Rescheduled for 2021

The Electronic Component Show (ECS) has announced that this year's show will be rescheduled to 2021, following the escalation of the COVID-19 outbreak in the United Kingdom.

Now due to take place on Thursday 20th May 2021, the organiser's decision to move the event back a full year stems from a large number of shows already being postponed until late Q3 and Q4 of 2020. In what is already a busy time of the year for shows, and with the health and safety of visitors and exhibitors the number one priority, the postponement of the show by a year will ensure safety and give the industry time to deal with these unprecedented circumstances.

All pre-registrations and exhibitors will automatically be transferred over to the 2021 event; and in June, the show will be providing a tabloid ECS edition containing written presentations of the seminars that were due to take place and information about the exhibitors. If you are a registered reader of Electronics Sourcing UK or you were pre-registered for the event, you will receive a free copy.

The Electronic Component Show is the latest in a long line of events to postpone to 2021. With the uncertainty of the future and the long-lasting effects of the UK lockdown, it's no doubt that this is a wise decision, and we look forward to seeing the success of the show in 2021.


Digital Alternative Planned for PCIM Europe 2020

It was recently announced that due to the continual spread of COVID-19 in Europe, PCIM Europe 2020 would be unable to take place as planned.

Organisers have now announced that this year's power exhibition and conference will instead offer the power electronics community a digital alternative; with digital formats currently being developed with which exhibitors and speakers can exchange views on product innovations and the latest research topics with visitors and participants virtually. This will also include an online conference with live and on-demand solutions for interactive presentations.

Although further details are yet to be confirmed, we can assume PCIM will implement a similar format to the PowerUP Virtual expo.

Taking place from 7th-8th July 2020, this digital alternative seems like the next best step to still allow exhibitors and visitors the opportunity to exchange knowledge and insight; and we look forward to hearing feedback on what visitors and exhibitors thought of this approach.


DFA Media Introduces Re-direction Service for Home Addresses

DFA Media has introduced a re-direction service for its publications, offering the opportunity for readers to have their monthly copy re-directed temporarily to their home address. The opportunity to receive a digital copy is also available and the request can be submitted here. 

We've recently heard about the problem of magazines getting to readers due to the global effects of COVID-19; so it's great to see publishing houses adapt to the current climate and provide readers with options to still receive the monthly copies of their magazines.

Readers can follow the instructions below to take advantage of the re-direction service, or visit a DFA Media publication website to find out more:

Setup delivery to your home address:

  1. Visit: dfamedia.my-subs.co.uk and login
o    Your login will be your email address.

o    If you have forgotten your password you can click
'Forgot Password?' on the login page to reset it.

  1. Click on 'My Delivery Address'.
  2. Answer 'No' to the question "Are all of these details correct?".
  3. Answer 'I want this delivered to my home address'
    to the question "Why is your address not correct?".
  4. Enter your new delivery address, and save at the bottom.

Elektronik Welcomes Birgit Fischer to Sales Team

Elektronik has welcomed a new member, as Birgit Fischer joins the Elektronik sales team. Birgit replaces Jeanette Rober who left the publication back in December 2019.

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



Entries Now Open for British Engineering Excellence Awards 2020

Entries are now open for the British Engineering Excellence Awards (BEEAs) 2020. Taking place on Friday 23rd October at the prestigious Landmark Hotel, London, this year's event features a total of 11 categories to enter, with winners also being entered into the 2020 Grand Prix award.

The BEEAs, now in their 11th year, provide the industry with an opportunity to showcase and celebrate the most innovative design engineers in the UK. Entries for the awards are free, and companies are able to enter as many categories and products as they wish.

Here at Napier, as always we support any awards that celebrate the hard-workers in the industry, and we wish the best of luck to all entrants!

To find out more about the categories and how you can enter, please click here.

A Napier Podcast: Interview with Adrian Tobey - Groundhogg.io

In our latest episode, on Napier’s Marketing B2B Technology Podcast, Mike, Managing Director of Napier, interviews Adrian Tobey, Founder of Groundhoog.io, who discusses where he decided he wanted to build a marketing automation system, and how he managed to become so successful in such a short space of time.

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

Transcript: Interview with Adrian Tobey - Groundhogg.io

Speakers: Mike Maynard, Adrian Tobey

Mike: Thanks for listening to marketing b2b tech, the podcast from Napier, where you can find out what really works in b2b marketing today. Okay, so today my guest on marketing b2b tech is Adrian Tobey. Adrian is the CEO of groundhogg.io and he tells me that groundhogg does cool things. And one of the things that groundhogg is doing at the moment is developing a WordPress plugin that enables low cost marketing automation. So welcome, Adrian.

Adrian: Thank you for having me on, Mike. Pleasure to be here.

Mike: Great. Okay. Do you want to tell me just a little bit about what groundhogg is doing? And you know how you position the product?

Adrian: Yes. So, I come from a background in digital marketing and marketing automation, mainly from the Infusionsoft community. If you're familiar with the Infusionsoft CRM, now known as Kijk, colloquially, and I used to be an Infusionsoft certified partner, I was a certified partner for about three years. And I spent four years prior to that just in the digital marketing industry in general. Over that time, I have worked with a significant number of small businesses both in Canada and in the United States, some in Europe, developing campaigns and Infusionsoft and WordPress websites and integrating those two platforms mainly through another plugin that I produced called form lift, which is a WordPress Form Builder. And over time, Infusionsoft got more and more cumbersome for your typical small business owner to actually deploy effectively. So I mean, that's great for agencies, because you know, that gives them a reason to be on retainer, if the Small Business can't necessarily use it themselves, they have to go to an agency. And that agency is basically their digital marketing team, for the most part, and that was kind of our business model. The problem with that is that as the agency you know, it's good for the business. And it's like, kind of good for the agency. But it's not a very scalable operation. Since your tape series, you're technically just like a higher cost employee at this point. It's not, it's not a product. And I eventually just ended up I thought to myself, I really want to get out of this game. And there's no way that we can hand off Infusionsoft to these small businesses, because it's just the they can't handle it. So there has to be an easier way. And that's kind of where we started to look at. Okay, so what's the viability of just shoving the needed parts of a CRM, like Infusionsoft or clickfunnels, or Active Campaign just into WordPress, because the vast majority of our of our small business clients were able to deploy WordPress pretty effectively, themselves, make content changes and build pages and, you know, share that stuff on Facebook and all that good stuff, right, the basics, like so what's the viability of taking, you know, the funnels and the campaigns and the email marketing and all that just shoving it into WordPress, so that the journey as or the or the, the process wasn't necessarily as cumbersome as it would be doing, you have to do all of your WordPress work. And then you have to go to your external system and do all the work there. And then you have to connect the two and make it all work. And that's kind of really where groundhog started. And we started building the total suite of essential Sales and Marketing Automation features that a small business could use within WordPress.

Mike: Okay, and see, I mean, you said you're focusing on small businesses that because of your Infusionsoft background, or because you felt that, you know, trying to do anything other than small businesses was going to be too challenging as a startup marketing automation platform.

Adrian: Well, I mean, there's truth in both of those statements. There's, I mean, certainly going after enterprise clients with a WordPress plugin is probably not would have, we'd have a hard time finding product market fit for that. And WordPress is like what I know and I know small business and I know the struggles that that they have. So we went we I mean, it's definitely aimed at the Small Business Community solopreneurs entrepreneurs, smaller organizations, there's no question about that. And I mean, that's the WordPress audience. For the most part. I mean, there exists many enterprise companies using WordPress in some way, shape or form, but not for what we necessarily have. The other the other market that we actually really focus on that, you know, besides small businesses, and technically These are a subcategory of small businesses, but agencies. So I used to be an agency I used to be in an agency and I know a lot about being an agency and running an agency and handling clients and quoting and all that stuff. So we have a an entire product line. Like solely dedicated to helping agencies get better results for their clients as well. Because part of part of the problem being an agency in another community, like the Infusionsoft community, or Active Campaign, or pretty much any like Software as a Service product, is that issue of, you know, you want to move on and take on other clients and but you can't, because you are now like committed to one business and being their digital marketing house, because they don't understand how to make it work. So if we stuck it in WordPress, it would make the transition process of like, Alright, I filled all this stuff for you. Here's a video on how you use it and how you continue forward. And now you can hand it off, we make that process a little bit easier, and a little bit less cumbersome and make the implementation process faster and all this good stuff. So we're trying to provide a significant amount of value to agencies as well by providing our products to them so they can do it for their clients and just make that whole process easier.

Mike: Sure, I mean, it sounds to me a little bit like how HubSpot certainly started pitching where they were saying that agencies were there to help the client get started, but ultimately, that their vision, certainly in the early days was that the client would be running the system. I mean, did you did you see what HubSpot was trying to do and try and do it better? Or was that not relevant?

Adrian: I, you know, I, I took a lot of advice from a lot of people. And I certainly copied a significant number of strategies from other businesses that is not one of them. I'm actually I'm not familiar with the HubSpot startup journey, all that much I I took it I advice I took early on was if you look at what everybody else was doing, and just copied it, you basically remove your one competitive advantage, which is just being different. So I tried to refrain from copying too much of what other CRM and marketing automation tools were doing simply because I didn't want that to bleed into the difference factor that we offered our clients, which is we have it in WordPress, and we're just trying to make the whole process easier by removing external software for service. So I tried not to learn. I mean, it's useful to learn that information. But I tried not to deploy that, that those other others marketing strategies, or other serums too much. I mean, I certainly borrowed some ideas in terms of user experience, as well as I was functionality. But I tried to refrain from doing too much in terms of our messaging and marketing, in relation to because it just removed the difference factor.

Mike: Sure, sure. And I mean, obviously, the you know, the primary differentiator is the fact that it, you know, to an end user appears as though it's part of WordPress. I mean, do you see that there are any other major differences you've got compared to other market information platforms?

Adrian: So that I guess, I mean, that's, that's the big one in terms of messaging. There's, I mean, most CRM companies in our in our industry, are just solely focused on small businesses. And so I mean that that target market is evidently similar. So the biggest differentiator is the fact that it's self hosted versus software as a service. And a lot of our messaging is based on based around owning your data, you know, own don't rent all of the benefits of having self hosted software, versus kind of like the typical software as a service, which is kind of like, you know, we are your like one stop quick fix to, you know, all of these problems. We don't we don't we know that there's no quick fixes to anything. So we kind of refrain from that line of terminology. And we don't make it seem we try not to, like make or just like tell people that it's easy, because there's no it's not easy, right? marketing is not easy. Building funnels is not easy, we try to make it as easy as possible. And that's what we communicate by we are we provide communities support office hours, and all of these different methods of communication that you can get in touch with us to learn how you can put this process together that we're gonna have your back as you do it, but we try to refrain from making telling people, it's easy, like, but we do it we drive home the message that we're here to support them when stuff gets done.

Mike: Cool, and presumably a lot of the time you're supporting people who you know, certainly aren't email marketing specialists and probably maybe don't have marketing as 100% of their their role is that fair?

Adrian: That's the vast majority. That's the vast majority I mean, so a lot of our a lot of our customer a lot of our market and we knew this going in is people who are spinning up WordPress for the very first time they're digitizing their business and they're like, well, I heard from you know, Joe on the podcast or video or whatever, that I needed to have email marketing as part of my thing. And I just did a quick Google search and I landed here. So now what do I do next? right and that's a vast majority of our clientele is at that time. level of education in terms of, you know, what, what are the next steps. Fortunately, we provide a significant amount of training and resources in order to take them to the next step of education, which is, alright, well, I need to build a list, I need to provide value to this list. And I need to send something to this list when I actually have their email address, and we walk them through the steps of the beginning stages of that. But certainly, the vast majority are, as you described as like they've never touched, you know, they've never sent an email to this before. Or they have no idea how to write a hypnotic copyrighted email, or they have like, what the hell is a funnel, and you have to explain all this, you have to explain all this terminology and stuff and try to do that in an effective and concise way through our various courses that are available on our academy, as well as through our weekly office hours, where we get people who just have some simple questions, and we get on and like, Alright, what's your question? And then we walk through on a video? All right, well, here are the step by step answers to resolving this issue for you or getting you down the correct path.

Mike: Sure, and I mean, interestingly, you're pricing model is, frankly, you know, much lower than most other competitors. So why did you choose to go in at a very different price point to everybody else?

Adrian: Well, so I mean, it's a pretty typical, I mean, our pricing models, a pretty typical WordPress plugin business pricing model, we didn't we didn't rewrite the book, we actually went in with a different pricing model, called the all access pass. And it's not too different from that now. But basically, we just had various different levels of you like pay one yearly fee, and you get literally everything that we offer. And you get it for this price. And you can, you can install it on this many sites, and that was basically our model. And then we switched it up, let's say in September, to be October of last year, we switched it up to what it is now, which is pretty typical pricing. So yeah, basic plus pro and an agency license. Again, the package focused primarily just digital marketing agencies and people to do stuff for clients. And then the other three packages for your, you know, your typical business owner who's kind of wearing all hats and doing it themselves. Yes, so we go in, the main difference being our pricing and our competitors pricing in the software service industry is that we do not charge based on usage, you're not charge based on the number of contacts that you have, and the number of emails that you send or kind of like the regular pricing benchmarks, because we don't actually have any associated costs with the number of contacts that you have, or the number of emails that you send, because you're using a self hosted platform, we don't incur any hosting fees or management fees related to those things. So we don't necessarily have to charge for that. for that. What we do charge for is automatic updates, licensing and support. So if you want advanced support, you want to get in touch with our support team, our tech team and get problems fixed, then we charge for that privilege. And we also charge for the actual distribution of the software. So the licensing and or the automatic updates, again, that ties in back to distribution, which is unique for our business, simply because there's no there's no incremental pricing as your business grows. So if your business is growing exponentially using the software as a service products Active Campaign, your build your monthly bill is also going to grow exponentially. With groundhog that doesn't happen you pay regardless of whether you're at 100 contacts on your list or 100,000 contracts on the list. And we have people who have both, you pay the same $480 a year for the pro plan as you would you know either company so it's kind of just like democratized in that way.

Mike: That's a really different approach to billing compared to other systems. So, I mean, you mentioned you have people with 100,000 contracts. I mean, what is the biggest deployment of groundhogg that you've seen?

Adrian: The current one, the current largest one that I'm aware of, and this is a recent client and we're working with him very closely to make sure that all of this stuff is running smoothly. And I'd be remiss if I saying there weren't a couple hiccups at this at this level, I'd be remiss and I'd be lying if I said the runner up, you know part of working with our teams that we work very closely with these kinds of these love these levels of clients in order to ensure that they have good experience. And this person is at 380,000.

Mike: Wow, okay. This list, not the biggest list of I've ever heard of, but you know, pretty, pretty sizable, for You know, a WordPress website.

Adrian: But it's working. So it worked good. And we're getting sorted out and all this good stuff and he's happy and we're happy. And the next largest after that is I think we're on 175,000. And he's also he's also taken care of at this point. And then we have a lot of other people operating totally, like blissful in blissful ignorance in around anywhere from 50,000 to below.

Mike: Wow. And these guys are paying presumably $40 a month.

Adrian: Yep. Yeah, just we don't we don't charge. Maybe we should. I don't plan on charging for usage like, like, like the other like Software as a Service platforms. There's a couple of reasons for this. Technologically, it'd be really hard to keep track of that. So there's so there's the technical aspect, but also just, you know, from being like a company that does things differently. I don't plan on going down that road.

Mike: Okay, cool. So, I mean, you've said, you can get these huge databases running a one of the problems people come across, it seems to me, for example, setting up the email so that you get good deliverability could be an issue for, for some of these less technical customers, is that a problem?

Adrian: It's a problem. But there are solutions exist, right. And it's just whether you're aware of the solutions or not, we have we have a couple of basically typical solutions. So the worst solution is to just send email directly from your host, which some people do. And it's not recommended, because you're if you're on a shared host, say with and I love site ground for them, use them as an example, because it's the only hosting company I can think of, you know, when you use GoDaddy because nobody like GoDaddy. I'm going to use GoDaddy as an example, if you're on a shared host on GoDaddy. And you're basically sharing the same IP address on that host with 1000 other websites who are all sending email from that. And you can only send like 100 emails a day from GoDaddy hosting anyway. But you're sharing that IP address, and you have no control over the reputation of that IP address among all of these thousand different websites. And that's what happens when you send email from a shared hosting account. And this is true for any hosting company using shared hosting. And GoDaddy siteground. Any of them like they all did, this is the reality. So what we recommend is that you get yourself a dedicated transactional email service. And there are a significant number of those, one of the easiest ones to set up that we recommend is something called send WP, which is a dedicated WordPress transactional email service. And it's like a little it's literally like a one click install of like unlimited emails for like $9 a month or something ridiculous. I don't know how they make money, but they do it somehow. And so that's what they do. Alternatively, the big centres that I mentioned, people who have like massive lists 380,000 175,000. And those levels, they go right to AWS, we have an AWS SNS simple email service integration, which provides like bouncing, complaint tracking and blacklist and all of these other cool features. And it's API powered, it's really awesome. And that's what we do for the big people. And then somewhere in the middle, a lot of people like to go through our SMTP integration for stuff like sendgrid, or mailgun, or sparkpost, or any of those kind of like your typical SMTP centres, and the deliverability, that businesses experience is solely dependent on which provider they decided to go with, I experienced a supreme deliverability with AWS myself. And that's what we use for all of our email marketing. And I haven't had any issues with it. And I'm pretty happy with the deliverability. At this point, Amazon Web Services controls most of the infrastructure for a lot of the ISP s and their email clients. So they have a lot of control over their domain reputation and their IP reputation. So they can essentially, you know, they more or less write the rulebook on deliverability at this point. So I find that I get good deliverability going through their service.

Mike: Cool. Um, so if people have sorted out the infrastructure side and the emails, what do you see that really differentiates the customers, they get great value and great results from using groundhog against the customers that may be perhaps doing the wrong thing or not quite, not quite taking the right approach. I mean, what would you say would be the difference?

Adrian: It all comes down to education, I think and your level of participation in the community. I'm a lot I as I mentioned earlier, a lot of people come in our group with little to no education of digital marketing or email marketing. Some of the a lot of some people come in with much higher levels of education. Coming from other platforms, they're switching from another platform or they went through another marketers course. And they're coming in with that level of experience. And some people are just not. And if you try and go into groundhog and you try and start doing things, without a level of like pre existing knowledge of what you shouldn't be doing, then you're not going to have as good results.

As someone who went through that education process, we do our best to provide a level of education that brings everybody up to kind of the same level, I'm sure it could be better than what we're doing it and we're actively working on making it better. Um, but for someone who doesn't seek out assistance, or help or guidance, that is, you're not going to have as good results as someone who took those additional steps in order to learn from other people. We have various different ways many ways that you can get in touch directly with our team, as well as with other business owners, marketers, and people within our community. They have an open Facebook group and open user group. And you can just jump in there. And you can just ask, you know, the silliest questions or the most advanced questions, that's what it's there for, and people will respond to you and provide you with guidance on how to find resolutions to your issues, you can get in touch with us via live chat, you can open the advanced support ticket, you can jump on our weekly office hours, we have the groundhog Academy now with courses in there, too, specifically, a quickstart course, which shows you the steps to building your first lead magnet funnel, as well as course creators essentials a lot of people are doing or are doing their own education online for their specific niches. And we have courses dedicated to getting your marketing automation set up for those platforms as well. So there's lots of ways you can learn and educate yourself on proper solid digital marketing strategy and email marketing strategy. But if you don't take those steps, you're not going to have great results. And that's kind of just the way that it is.

Mike: Well, I mean, that's amazing. There's so many ways for people to learn. That sounds like an incredible resource. I mean, how long did it take groundhog to get to this stage? It seems like you've achieved an awful lot. How long has it taken?

Adrian: Just over a year, year and a quarter, three months, we started this whole thing I want to say, Well, I started actually coding myself. I built an MVP, like a first generation groundhogg in two months between August 2018. And I guess, October, yeah, October 2018. And then we hired our first employee. And from there, we kind of just kept working and building and working and building. And here we are today a year and a bit later, it’s amazing.

Mike: So how many people work for groundhogg now?

Adrian: Okay, so there's we actually have two, there's only two people on payroll, but our team is actually technically six. We steal help from a marketing agency in Toronto, we're actually based in their office, and we borrow help from their team, probably more than they should. But they're but so we have they're out there. They're actually in our team photo. On our websites, our team is technically six, or seven, I think I think it's like seven, but there's two people on payroll. But we're all kind of like in it together at this point.

Mike: And how many people are currently paying to use groundhog How big is the company in terms of revenue?

Adrian: So in terms of revenue, we have about 400 something clients actually paying yearly fees, and renewing, which is awesome. And then we have an additional 600 there's a nine, just over 900 active installations as quoted on the wordpress.org repository. So that would indicate 600 and something who are just using the orders of 500? Yes, 900 minus 400. So about 500 something people just using the free platform. That's because you can do a whole awful lot, just using just using the free version as well on the.org.

Mike: But that's a very high percentage. Paid customers versus free though, for most freemium companies would kill for that sort of ratio.

Adrian: Yeah, well, part of part of what you know, we made it, we know how with the percentage of typical conversion rate for freemium products, and it's not great, I'm not gonna let that happen. So we I, it was a conscious effort from the very beginning that at any cost, we should attempt to get someone to upgrade to some level of license, if not a full, like $440 a month, a pro plan than at least for advanced support or one of the extensions. So there are many ways to and I think a lot of that is down to our attempts at getting them involved in the community. Once you become a regular, like involved in the community, it's it's very, very it comes to like 90% more likely that you're gonna upgrade to some sort of plan. So as soon as you go through the guided setup installation, it's all about, you know, join us on Facebook, join us on Twitter, subscribe to us on YouTube, get them in the Facebook group, and they see all of these people doing these great things with the premium extensions. And then it's kind of just like, well, it's a matter of time at this point. So we have a super huge involved or push to get them in our community and just like active, and from that point, we start to see people upgrade without the community, I don't think we'd have the same conversion rate from free to paid, as we do. And I think a lot of the reasons that we don't see that that level of conversion from other friggin plugins, and they just they're missing a community aspect.

I think community in 2020 is probably one of the greatest things that you could introduce to your business in order to increase revenue and increase customer involvement. And if you don't have community at this point, I think you're you're greatly missing out on an opportunity to there, it's not super difficult to run a community, the way that I run mine is I have this, I have this, this Facebook group, first of all, and I communicate with this group, once per week for one hour, or 30 minutes to 45 minutes to one hour. I get on Facebook and I do a Facebook Live. And I just talk about a subject that I thought of maybe half an hour before I put some slides together really quickly. And I share with them my thoughts on some topic. Yesterday I did this, it was I talked a little about the global situation and how people are scared and what we as business owners are obligated to do in order to kind of like keep the status quo and ensure that we all get through this together. And I shared some thoughts on that. And I do that every week. And that's how I communicate with my people and keep them involved and engaged. And that's what leads to revenue. And that takes that whole process takes maybe I want to say five hours a week, involvements in your community. If you have if you don't have that time to spare, then that's okay. But I am fortunate that I have who supports me that and can also invest their time in the Facebook group responding to people communicate with people. And going through that, though, that those live calls to involve and engage people. I actually have people comment their issues during those live streams. People can comment their issues in the chat, because you can there's a chat system for Facebook Lives. And I will read out their question and answer it live on the call, I record it and I upload it to the Academy. So anybody who didn't catch the live, okay, at least get the benefit from anybody else's questions on the recording on the academy website. And then I push that out as an email broadcast to the list.

Mike: Amazing that sounds really helpful for your users. I mean, it sounds like you've really built a huge amount of momentum in a very short amount of time. I mean, I'm guessing you're, you're coming up on about $15,000 a month revenue, which is good for a company. Where do you see this going? I mean, what, how big do you think you can get in terms of a platform?

Adrian: Well, as any founder, I have close aspirations. Realistically, realistically speaking, I see is about 3000 users by the end of this year. So at the end of 2019, we were at 700. And I see us, if I just fed just looking at the metrics, I see us around 3000 by the end of this year, and from there, it's kind of anybody's guess, I'm hoping to get somewhere to around the so here's the thing, if I put it into context, with what other with other software's or service applications, Infusionsoft has maybe 50,000, somewhere between 50 and 70,000 businesses on their platform, Active Campaign has some more anywhere from 100 to 130. And somewhere in that range for us would be a massive accomplishment. And the time that we've been around, those companies have been around like way longer than we have. So getting anywhere near that within the next five years, would be nothing short of stellar. What I'd like and what you know, I you know, kind of if best case scenario, and it's just all sunshine and rainbows the whole way there, which I know it won't be. But if it was then I'd like to see like some sort of like the adoption of WooCommerce elements or where you're at that 4 million mark. And it's just incredible growth at that point. And you're just like, you're just able to help so many people. Realistically, I don't I don't I'm not sure if we're gonna be there in five years. While it would be awesome. Those are like WooCommerce has had a long time to develop that sort of that sort of following and, and Elementor is a low touch product. It's a page builder. It doesn't require the level of knowledge your expertise to implement as marketing automation. That's, so I'm aware of like the market that we serve is very specific. And I'm not sure if there's 4 million people in the WordPress community who fire our services at this point. But anywhere from 100 to 200,000 mark would be nothing short of just frickin fantastic, man.

Mike: That's, I mean, that's an incredible number. I mean, have you taken any funding or have people approached you and offered you funding?

Adrian: I can tell you a little about our funding. So at the start of all this, I did a friends and family round, and I was able to scrape together some dollars to support me for support me in my place for a couple months. And from there, and I'm current, currently, we're operating on on cash flow. So currently, I was fortunate to be able to scrounge together, the friends and family round and put that to good use. And I think that we know, we, unlike so many, you know, businesses that that failed to put together, it's like, what is it like, I ridiculous number of small businesses fail within the first year, it's like 90%, or whatever it is. And I'm fortunate that I'm not one, I'm not just another statistic in that category. And I was able to put that money to good use. And we're now operating on cash flow, which is great. A lot of a lot of companies can say that within their first year. So I'm fortunate and happy about that, I can tell you that we went we went out twice, to venture capitalists. So recently, most recently, I went to a pitch competition, like, I want to say, two weeks ago, so not even like not even like two weeks ago, I went and they all there was like five of them. And he goes and it's very intimidating. You stand in front of your screen and you do your pitch. I thought it was okay, I worked hard on it. And they're all like sitting there grimace face, you know, I thinking to themselves, I will decide whether you can move on or not. Right? Feeling powerful. And so I finished the pitch. It's like a five minute pitch, as they're asking you all these questions. And after the pitch the like, so what does it do? And I'm like, Oh, God. No, I don't get it, you know, and I'm like, I'm showing them the revenue figures and the profitability and all this stuff. And really literally out the presentation. They're asking me questions that I answered in the presentation, or at least I thought I answered, and it was just a total train wreck. So needless to say, that was not a successful venture. I also applied I applied to tiny seed, which is the guy who founded drift. Not drift sorry, trip. And I did not I got to the second round of that I did not make it past the second round, in order to get funding from there. I mean, at this point, the funding is not required, we're operating on cash flow. And really just funding would allow us to add an additional staff and grow a little bit faster than our current rates. When growth is nice, although not, you know, we're gonna get there eventually.

Anyway, it's just, you know, can we pick up the pace, essentially, but it's not something that we acquire. And the big problem is that VCs I found don't like investing in companies that don't have any IP. And that's one that's one thing about groundhogs that, since all of our plugins are technically licenced under GPL we don't necessarily have any IP because at any point, someone can go and fork it totally just like copy a certain level, right? And that that's a risk that we offer and we're basically just operating on trust in the community that nobody's going to do that. Um, but if you don't have any IP, then there's technically a lot you know, VCs, for technology companies, acquainting value to technology and not necessarily the service the community, the revenue numbers or any of that it's all about well what value in terms of technology Do you have to offer the marketplace? And if you can't show that that value or that technology is actually worth or that you can't keep it under lock and key, then all of a sudden your company is far less valuable than it would have been Have you been a software as a service company? Hmm. second hurdle to VC funding is annual is annually recurring revenue, we don't we don't have this time have any MRR? It all of it is arr. So annual recurring revenue versus monthly recurring revenue and MRR is really where people want to be at. Since it's easier to do revenue predictions and all this stuff and the renewal rate is it's easier to calculate turn all these things for annually recurring companies, that's kind of just like a WordPress thing that we have to do the hard service licensing and support on an Mr basis and we would not be able to operate on revenue ademar either. A lot of the reason what we're doing To do, the great thing that we do is we're able to collect that money up front, we're able to say, All right, we're gonna charge you for the year at this monthly price point. And that is essentially then you know, that's like four. So if it's 12 times 14, that's essentially, that's like 12 customers coming in at $40 a month in one month. And that allows you to do a lot more with that money and grow faster versus if you are only operating on that monthly budget every month. So that's that there's a couple things to think about there. But those are some hurdles that we face when when going out and trying to get other people to invest per se.

Mike: Well, that's, that's fascinating. And I think, I think what you've talked about how much you've achieved in such a short time would probably put anyone off trying to take the code and compete directly with you. So hopefully, we won't see that. I'm sure.

Adrian: Actually, I actually have I haven't I have a note on that. So I went to an event last year, and one of the speakers was talking about competition. We have a we have existing competition kind of in the WordPress space in a couple markets. These products are not necessarily equivalent to groundhog in any way. But there is overlap. And one of those is zero vs. Zero best CRM and they were recently acquired by the big man himself at automatic. And so that's something they are way more CRM focused than than we are, we're a lot of the marketing automation side. And then CRM is in there. And these guys are like way more CRM kind of like typical sales force kind of stuff. That's what that's what they do. There's a little bit of overlap there. And there's also a couple of WordPress mailing plugins, newsletter, mail poet, and those are more like MailChimp apps than Active Campaign or Infusionsoft is what kind of kind of like equate ourselves to or even HubSpot for us. And those ones are more serving the MailChimp type audience. So there's a little bit of overlap, but I would actually invite other businesses to kind of enter the market. Because if other people can show that or other businesses can make themselves viable, based on you know, the technology stack that we offer that would only serve to kind of educate the overall general WordPress audience. And when they eventually get tired of our competitor in that space, then they'll end up with us anyway. So it's, I find, I find that competition in the same place only seeks to educate the market even further. One of the biggest hurdles that we face as growing as a WordPress services company, is education in terms of people didn't even know if it was possible, right? And they're like, wait, I just found out this existed. I had never heard of it before. And I just didn't know it's not. So one of our major hurdles is as soon as someone actually finds out about us, they're all in there. Like this is frickin great, but the one of the big problems of outreach, and actually informing and educating the general WordPress audience that hey, listen, you don't have to go to HubSpot Infusionsoft Active Campaign. You can keep this in WordPress. And it's possible. And yes, it requires a little bit of configuration. But once it's set up, it's all hunky dory. So that's one of our biggest challenges and inviting competitors into the space will only seek to actually minimise that challenge for us.

Mike: Wow, that's, that's interesting that more competition could actually help you grow faster. That's, that's an amazing situation.

Adrian: Yeah, so And eventually, you know, eventually what happens is the winner wins out. So we saw that with WooCommerce, a couple of e commerce players existed in early WordPress days. WooCommerce was forked from one of them. And kind of the Battle of e-commerce plugins and sued and then WooCommerce, eventually one out has kind of been like the de facto one. And I and currently, since we don't have any competition, we are currently kind of the de facto one. But the education isn't there in order to bring that to a much larger audience unless I can get in front of like a million people at once. But I don't see that happening at any point in the near future. Just put me on a stage somewhere like Carnegie Hall or something.

Mike: That'd be great. I'd love to come and see you.

Adrian: Yeah. Competition would be Yeah, competition is welcome. And I'm not particularly worried about it. And like maybe the best plug in when and yeah, there's consolidation and all this stuff. So we'll see. Great. So I imagine I imagine it's a sector that will grow in the near future.

Mike: So if somebody wanted to try groundhogg, how would they go about, you know, evaluating it, trying it out and seeing what it does for them?

Adrian: Well, so we are a freemium company, which means that, excuse me, we're a freemium company, which means that you can go to wordpress.org for slash groundhog with two G's and download it and instal it on WordPress site. And you can go through the guided setup, most if not all of our education is totally free to consume and enjoy it. The only exception that is our certified partner programme, and we then you can just go As I go through the Quickstart, you can start creating funnels and you can start testing them. And you can even launch your files for totally on the free. The free repo version, there's this, like no payment required. And eventually, you'll come to a point, it's like, well, I want to do this really cool thing, or I saw someone in the group do this really cool thing. And then at that point, you can invest in a one of our premium licenses, one of our premium plans, if you want to test out some of the premium functionality before making your investment we have, we have this unique thing. So you can pay $9, it's a $9, one time fee. And what we will do is we will spin up a WordPress installation for you, which you can log into. And you can test out all premium functionality without making the upfront $480 per purchase. So that is another avenue that you can go down in order to test for testing, play, and enjoy yourself in a totally like yours to break and maintain happen with WordPress installation.

Mike: Amazing.

Adrian: And if you decide to upgrade after that, we'll put the $9 to your upgrade.

Mike: That's brilliant. And what if people want to get in contact with you personally, what's the best way to reach you, Adrian?

Adrian: So there are so many. Um, so first thing I would do is go to the open user group on Facebook called the groundhog open user group, I am in there pretty much every day. And you can ask a question and chances are if someone else doesn't respond, I will respond. I keep my head very, very low to the ground in that sense. And I really try to understand the turbulences and the and the roadblocks that our customers are having. So that I know and I can prioritise our team effectively. So first things first, open newsgroup. Second thing. We have live chat on the site, when you are more than welcome to bug our team and say, Hey, listen is available. And I am I'll come talk to you personally. Again, I like to I like to hear from customers directly. And finally, you can send an email to info@groundhogg.io. I can't guarantee a response I as you can imagine, as a digital marketer and email person, I get a significant number of emails per day. And all of them go into the same inbox because I have not organized effectively. So but you can try it, you can send me an email to info@groundhogg.io again with two G's at the end. And I will if I see it, I'll respond.

Mike: Fantastic. Well, thank you so much for your time agent has been fascinating, you know, hearing what you're doing and how quickly you've built up what's an impressive market information business. So I wish you all the luck in changing how people see marketing automation in the future.

Adrian: Thank you so much. And thank you for having me. I hope you have a wonderful day.

Mike: Awesome. Thank you, Adrian. 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.

Alix Paultre Moves to Evaluation Engineering

Congratulations to Alix Paultre who has recently announced his move from Embedded Computing Design to Editor of Evaluation Engineering at Endeavor Business Media.

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

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.