AV ELETTRONICA Announces Changes with New Independent Publisher

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

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

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

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


Semtech's Lauren Roady - Marketing Expert Interview

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

In which marketing activities do you specialise?

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

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

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

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

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

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

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

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

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

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

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

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

What are your 3 biggest marketing challenges?

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

Tell us about the best campaign you have ever run.

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

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

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

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

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

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

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

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

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

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

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

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

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

 


Napier Joins Eurocom Worldwide as UK Member

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

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

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

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

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


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

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

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

We would like to congratulate Vicor on this fantastic result!

 

 


EETech Media Relaunch EE Power

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

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

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

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

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

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

 


From Intern to Business Development Manager

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

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

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

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

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

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

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

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

 

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


6 Tips to Getting Started with Marketing Automation

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

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

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

Marketing Automation must be strategy-led

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

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

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

Focus on your pain points first

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

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

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

Optimise at every stage of campaign creation

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

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

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

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

Align sales and marketing

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

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

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

Understand your customers

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

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

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

Don’t’ get overwhelmed – ask for help!

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

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

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

 

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


Value of Video in 2020

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

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

 


PCB Design and Manufacturing Live Returns for 2020

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

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

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

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

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

 


5 Best Practices for Social Media

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

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

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

Identify the most effective channel for your audience

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

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

Establish your social media voice and tone

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

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

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

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

Personalise your brand with the showcase of employees

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

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

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

Experiment with content and posting times

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

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

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

Keep an eye on the competition

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

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

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

Conclusion

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

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

 


New Distribution Editor at Elektronik

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

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

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

 

 


MarTech Podcast Interview: Understanding the European Marketing Landscape

The MarTech Podcast, hosted by Benjamin Shapiro, interviews innovators and industry experts, to provide listeners with insights on how these experts use marketing and technology to drive business growth and achieve career success.

In one of their most recent podcast episodes, Benjamin interviews Mike, Napier’s Managing Director, who discusses how marketing strategies can change around the globe, and how marketers can understand the current European marketing landscape.

Listen to the full interview here, or via your favourite podcast app, and don’t hesitate to get in touch and let us know your thoughts.


The Electronic Component Show Confirm Details of Dual Seminar Programme

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

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

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

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

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

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

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

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

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

 


ETN Announces Embedded Conference Finland for 2020

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

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

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


EETech Launches New IC Design Centre

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

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

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

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

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


Electronics Weekly's BrightSparks Programme 2020 Opens Call for Entries

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

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

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

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

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


Armitage Communications Welcomes Amy Moqbel as Senior Account Manager

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

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

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

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

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


A Napier Podcast: Interview with Clive Over, Director at Napier

In our latest episode, on Napier’s Marketing B2B Technology Podcast, Mike, Managing Director of Napier, interviews Clive Over, PR veteran and Director at Napier, who shares the biggest differences he sees between marketing in the US and Europe.

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 Clive Over - Director at Napier

Speakers: Mike Maynard, Clive Over

Mike Maynard: Thanks for listening to marketing b2b tech, the podcast from Napier, where you can find out what really works in b2b marketing today. Welcome to the second Napier podcast. Today I've got Clive over joining me Clive is a experienced veteran of the marketing industry in Silicon Valley who has recently joined Napier. So Clive Welcome to the Napier podcast.

Clive Over: Hi, Mike. Thank you.

Mike Maynard: Well, I guess the first thing I should ask you is, why did you decide to join Napier?

Clive Over: Well, it's lovely to be talking with you. I am experienced with Napier over the last 30 years. As Napier was an agency that I worked with when I was a very young marketing graduate. out of college I went Southampton University moved close to London, I got a job with IDT. And at the time as IDT Napier was our PR agency. So I very much cut my teeth on the requirements of how PR was done in Europe and how PR sort of integrated itself into the rest of the marketing and sales function. And that's indeed actually where we met Mike. So stay in touch with you has been a pleasure. And now having the opportunity to work with you and the team. Now I have some more experience under my belt in having worked in Silicon Valley and travelled extensively about the world for various firms in our industry in the tech industry. I'm really excited to bring that experience to Napier. And be based back in the United Kingdom, of course.

Mike Maynard: Well, that's great. And although it did take me about 20 years to persuade you to me. I'm delighted I've managed to do that. And so, um, you actually moved across to America when you're working with at&t, is that right?

Clive Over: Well, I did, yeah, I packed up 22 small white FedEx boxes and left Balam London and went over to Santa Clara in Silicon Valley, into a corporate apartment for a couple of months. And then I found my way, essentially, through the valley, I lived in Santa Clara Menlo Park, Mountain View, and then ultimately up into San Francisco, which was a plan of mine to get to know the city and then commute down into the, into the valley for work. So yes, it was a really interesting experience, because I felt, you know, I was working in a small sales and marketing organisation, we were responsible for about 100 million dollars worth of business. So sort of a smaller section of the of the global business that IDT was doing. And so our group was very to gather, I mean, sales, marketing, engineering, field engineering, finance, and HR all on the same floor. So moving from that environment, you know, over to Silicon Valley, where I was going to sort of one of four buildings, where the marketing department itself had half a building, it was a real eye opener to me, and quite the learning experience, amazingly, say, it's very, very different.

Mike Maynard: Sounds great. But you know, after what, 20 years in the valley, you've decided to move back to Europe, why we decided to come back?

Clive Over: Well, I know there are two two reasons, I think one on the professional side is that I really want to bring my experience on the client side to to the agency side, and essentially represent an agency that's an expert in public relations and and business marketing business to business marketing, and present that to a number of different clients. So to go for more of the variety of a healthy client mix. And taking the approach from the agency perspective, something I've been hungry for, and just waiting for the right moment to find you know, a good agency I like the people are very much like the accounts and see really good business opportunity to go ahead and do that. So that that I think is that on the professional side. And on the personal side. I must admit that I am wanting to be a little bit closer to family and friends who've been coming to visit me over the last 20 years so I have been to Alcatraz six or seven times. I have been to Death Valley a few times, and also a few other spots, to name one, a few of many. But yeah, I think going back to Europe, is something I'm really keen to do. And I do have two small kiddies, who I feel should certainly get the European vibe before they're too big. And so I'm really keen to take my holidays and you know, go see what England has to offer. And also, you know, the rest of Europe. So I'm excited to do that for them.

Mike Maynard : Amazing, and what your daughters think about the movie, they really understood what's involved. Yep.

Clive Over: It's funny, someone asked me that yesterday. So my seven year old is getting an idea of, you know, will she be able to make friends in England? or will she, in fact, make friends ever again, if she were to leave? You know, her school here in there in Alameda, which is close to Oakland? And I think so I'm tackling that as a question, very relevant question, but I'm sure we can fix that. Now, my four and a half year old is really just saying to me, well, dad, so long as I get a bunk bed, I'll move wherever she's already began the process of negotiation. And she's pretty spot on for four and a half year old, I think she's going to be a very good negotiator in the years to come.

Mike Maynard: That's scary. I've got visions of coming up against those purchasing agent, and I'm ready. Yes. Brilliant. It's really good that, you know, they're, they're thinking about it, hopefully, though, they'll have a great time when they come across. And I mean, you saw some differences when he moved from Europe to the US. But that was quite a while ago, what do you think of the biggest differences in the way? You know, marketing is done in Europe, compared with the US today?

Clive Over: Well, so I think one thing that hasn't changed, and then I'll then I'll touch upon a couple of things that obviously have, but the one thing that hasn't, that is still an eye opener for me is that with smaller organisations, so essentially, I would say, within the Asia Pacific Rim, and also Europe, for American organisations, because the individuals working in the firms are sitting closer together, is still, I think, helpful for marketing teams to get together and get the insights from sales and the insights from, you know, engineering, as to some of the key problems that customers and clients are facing. And also some of the key applications that the customers are addressing with the solutions, you know, that they're building. And so in doing that, you then find that the campaigns you run are often very effective, and also very relevant to the needs of the customer base.

So I find that, that I've seen when I've worked with organisations in Europe, in Asia Pacific Rim, that that will often be the case. Whereas in the United States as the department's, well, it's really much more important to communicate and to find effective ways to communicate and ensure that everyone's on the same page. Because the campaigns are just bigger, you know, the target audience is bigger, and sometimes budgets, but very often, budgets are bigger. So I think finding a balance between those two approaches, is ultimately a key to doing really good marketing and communications. And, and so there are strengths on both sides. And I think, you know, individuals who are open to understanding where those strengths lie, stand a really, really good chance of building some great campaigns, some really nice integrated marketing campaigns. So that's one thing that still remains, I think, quite consistent for me over the years, things that have changed and I think it's, it's amazing what has gone on here over the last 20 years, certainly for me. And in in our trade, we've moved from sort of gut feel advertising, and, you know, handing over sales leads, you know, almost physically, you know, as piles of paper that was shifted around to this distribution network, you know, colleagues and have net arrow and such receiving information from us, has now moved, obviously, through to marketing automation and full on, you know, platforms that allow companies to do better research to do better.

You know, advertising, A/B testing webinars, you know, online events, all the way through to the automation platforms that sit behind websites, you know, that will help from the awareness, through consideration, loyalty and repeat, you know, purchasing all of that is amazing to be able to use and, and essentially show a business how marketing, communications, public relations are really enhancing the business and affecting the business and adding value, which makes the position of CMO, you know, far more powerful within an organisation. And I think in the United States, I've seen that go on and be very involved in building those campaigns and reporting on them. And that's how I feel, you know, has changed just amazingly. And I think, certainly what I've seen in the United States is that, you know, conversations are had around that that and details presented. And so your arguments can be won and lost, and cases can be made very powerfully to invest more in campaigns, because the company is going to see far more in, in business returns. So that that has changed phenomenally over the last few years that I've been here in Silicon Valley. And I suppose, because there's such a concentration of companies and individuals, it's amazing to drive around the 20 square miles of Silicon Valley. You see, everyone, every single company in tech is represented there. So you can bounce around, ask questions be very connected. And it's quite the environment to be in. It's extremely dynamic.

Mike Maynard: That's really interesting. I mean, do you think with, you know, modern communications now, that physical closeness is still as important?

Clive Over: Well, so. So, sort of bearing in mind here, what I what I mentioned, in terms of something I have have seen, not changed so much over the years, I would say that, and I'm actually happy to say that that physical sort of one to one or one to many, is still super important. Even with the incredible tech of having obviously, for example, you know, zoom or Skype, allowing individuals to see one another as they communicate and really understand that, you know, the points they're making thinking in, I do see the quality has gone up through the roof. But all of that said, there still seems I mean, it's still really important to be able to get the human connection and ensure people meet with one another and engage creatively and there is more that can be achieved with people creatively, then just relying on tech to do so I would say.

Mike Maynard: So that's interesting. You think that is that creative process that that really struggles remotely? Whereas perhaps more function? I don't put words in your mouth, but perhaps more functional? cooperation is easier?

Clive Over: Yes, I know, I would say you've summed it up exactly what I was thinking. Yeah.

Mike Maynard: I would agree. Interesting is a great point. That's, that's, that's really good. I'm, I mean, from my point of view, I think I'd like to take this opportunity, because you've obviously been client side for many, many years. I'm interested in your view of agencies. I mean, how valuable Do you think agencies are? You know, and where do you think they add value? And where do you think they make mistakes?

Clive Over: So I would say, that's the key to any good relationship, particularly agency client, is that both companies need to spend equal amounts of time understanding one another's business, I think, and for a client to see an agency, obviously make efforts to understand the business and get to know you know, the various players within the client is really important. And I think that the client can see that if an agency is doing so. So a tip for obviously, agency folks would be that they have to make efforts to read around the subject, understand the company, understand the culture, understand the product and understand the markets, and then proactively go in with suggestions and do the work. on the client side, though, I believe a good client, you know, should take the time to understand a little bit about agency dynamics and and what it takes to pull together a team and keep that team engaged, incentivized and, and and inspired because in doing so, you are managing personnel, they might not be your direct reports, but they are your personnel on on your dollar or on your pound or euro. So, so I feel that certainly the engagement I've had on the client side have always been more fruitful if I've spent some time getting to know how an agency works, and what the dynamic dynamics are looking like, for example, you know, billing and time management, and understanding that makes for a really fruitful engagement. So I'd say that that sort of one observation from your client side cert agency, and back again that does that answer your question, Mike?

Mike Maynard: Yeah, I think that that's, that's fascinating there. I mean, one of the things you said that I think agencies always struggle with is the idea of being proactive. We're always, you know, we always like to think we're proactive and good at suggesting ideas. But equally, sometimes we're a little too worried about being seen to be pushing for business. I mean, how would you say an agency should should overcome that concern about, you know, being seemed to be selling all the time? Yeah, when they're making suggestions?

Clive Over: Yeah. So I think that in terms of keeping an eye on the markets, and providing a level of insight as to what the agency sees, that's going on right now, just as part and parcel of the overall relationship, maintenance, I think that if a client sees notes coming through, you know, Hey, did you see this, oh, this is interesting, or, oh, I heard so and so left this company and went somewhere else, particularly analysts, you know, moving around the valley or moving around the world, these kinds of little tidbits insights, really help the clients essentially understand the marketplace they're in because, you know, they can't be everywhere, all at once, particularly in tech, which moves a million miles an hour, I mean, at amazing speeds. So those kinds of insights and help that just help an individual feel comfortable in the in the job they're doing, and help them, you know, essentially look good at the job they're doing or, you know, help support them, you know, in, in essentially showing that the work they're doing is adding value to their overarching business, and the discussions they're having with colleagues, then if you build that relationship, and I sincerely believe that the business will come, because ultimately, I believe a client will say, Oh, you know, what, that was a good idea. Now I'm putting, piecing together how we could actually insert ourselves in this conversation, or influence this area of a new vertical that we're going after, by the way, oh, Napier, could you help me out? You know, in doing that, or any agency that supports it's, it's, it's kind in it in a proactive way? I think that's also fairly visible by a client, a client will be able to see that if an agency is taking that approach.

Mike Maynard: Cool. Okay. Um, I mean, another thing again, picking your brain really, if I look at the states, I mean, there's certainly seems to be much less enthusiasm around trade publications, either in print or online than there is in Europe. I mean, what lessons Do you think Europe can learn from the US? And are we right? Or is America right, and our trade publications becoming less relevant?

Clive Over: I mean, naturally, over the last few years, publications across the business, so not just trade, but business to have absolutely wrestled with the idea of how do we make money from online publications. And so you see the subscription model coming in, you know, Forbes Wall Street Journal. And then when you do that cascades down to the trades, you know, how the trades wrestle with that? And then how do they balance also paid content, you know, advertorial against true editorial, I think it's okay for editors to get involved in the business of their publication, to the degree where I mean, the Americans would talk about church and state, and that it's important to stay unbiased. I actually feel that, that magazines, if the editors are involved in the business and understand the business of the magazine, then they're going to end up. I think being sensitive to where the magazine needs to go and be involved in decisions as to which target audiences they need to go off the and make themselves more relevant to, to their target audiences. They can't just sit back and say, well, we are the church, have PR people come to us and pitch us. So so I feel that there was a little challenge there in terms of with that, that sort of the siloed effects has actually impacted the trades quite quite heavily. I feel so Who does it best, I do still think it's a balance. You know, it's a balance of making money. Plus just making this information available. And knowing that if it's available, people will still come, you know, cancer will be Gators.

Mike Maynard: But I mean, that's interesting, because, you know, certainly historically, and when you and I started, it was hard to get hold of information. So making information available was was simply the way to make money, because that was inherently valuable. You differentiated making money from making information available. I think that's interesting. He just didn't expand on what you meant by that.

Clive Over: Well, yes, so So in terms of making the information available, we know that mean, publishing resources now are more and more helping individuals do their jobs better. So certainly in our industry, that the education medium is really, really important. So I feel that if publications, do more education, and move towards that model of Well, here's the information where, where you're really going to make it available to educate you on it help you with the work that you do, then I think engineering and managing or management are going to come to those publications more often for those educational resources. So it's, it's it's really sort of spending one's valuable time and walking away, not only with the information, but also how to use it, I think is what I mean by making information available. And the business side of it has had to change in terms of well, it's not just about having people get this info, and making money off it. We actually now it needs to mean editorial, certainly, there was spin going on with regards to how is this information interesting to you, the readers. But now I feel it's not only how is it interesting to you, but how can you learn from it? And take the time that you spent reading his publication on this website? And actually going back to work and being more successful at the job, Ed?

Mike Maynard: Great. No, that's, that's really interesting that tying the publication to making people who read the publication more successful, I think, if publications could do that, that that would be an amazing. Yes, aim. And hopefully, as PR professionals, our role will be to help those publications ultimately raise you know, support their readers. So

Clive Over: Yes, great. I agree.

Mike Maynard: Well, the plans you're working with Napier. But staying in Northern California until the end of March. Is that right then moving over at the start of April?

Clive Over: Indeed I am. It's all about my kiddies and then being able to move over during a school break. So yes, that's the timing is, is around them. And of course, I will be looking forward to going to embedded world Nuremberg in February for sure. And then moving my family and beautiful little ones over to the UK in March.

Mike Maynard: Yes. Amazing. I feel I should feel guilty about the fact that your not coming to the Christmas party, but we'll go to a better world

Clive Over: But well, I spoke to our wonderful HR manager, Debbie. And she's going to FaceTime me in so I can at least have a drink with you and where a census has although I'm going to be having a drink at about I think it's gonna be 11 in the morning, whilst you are all around the Christmas tree at about seven.

Mike Maynard: Yeah, but I feel that's kind of English to start drinking 11 you're just getting into the European feel.

Clive Over: Yeah, right. A little bit. Yeah, indeed.

Mike Maynard: Well, it was great talking to you is really good. And we're really looking forward to you. moving across and working with you, you know, was Drew, you're based in San Francisco. Um, is there anything you feel I should have asked you that I haven't covered?

Clive Over: Well, I think in terms of one thing that I'd like very much to bring to Napier, that, you know, I think about as as I speak with you is that I have certainly in the companies that I've worked for in the valley always taken great efforts to try and integrate the public relations function into the supporting or complimentary marketing function. So really the true definition of integrated marketing. And I'd have to give us a shout out for two gentlemen Buford bar Chuck buyers, who I spent many a day talking to along the way at events and other industry functions, and they both work at the University of Santa Clara teaching integrated marketing to to new students. Who are coming through, you're learning about business and learning about, in their case, your marketing communications. So just a shout out to them. And I think what I'd very much like to do is bring sort of a lot of what I've learned there, in talking with highly qualified gents like, Chuck and to bring that with me to Napier, and help, you know, train sort of new generations, as well as folks are coming out of university to really tackle b2b marketing. Because when I did my Chartered Institute of marketing Diploma in 96, there were 20 people in the class, and only two of them, were going into b2b, the rest were going into work for Nike, Coke, and a number of other you know, consumer brands. And I think, and that's really changed now, in terms of the other marketing function for b2b really having, you know, a lot more understanding and support. So this is all stuff I'd like to, you know, bring with me tonight. And I'm really excited to do that. So looking forward to working with you, Mike.

Mike Maynard: And you can also work we've got some great younger people in the company who've joined us both as graduates and also as apprentices. So, you know, even brighter than that are doing some great things I think you'd be, you'd be really impressed in it once you see what they can do. So yeah, that'd be great. That's awesome.

Clive Over: Fantastic. That's an exciting night. Thank you.

Mike Maynard: Thank you ever so much for your time Clive. And, obviously, if anyone wants to contact you, the easiest way is to go to the Napier website, b2b dot com. And as I say, have a great, you know, last quarter based over in California and so, we look forward to welcoming you back into into Europe when the weather starts improving.

Clive Over: Yeah, Thanks, Mike. I appreciate it.

Mike Maynard: Thanks, 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.

 


Paige West Announces Promotion to Group Editor at IML Group

We were pleased to hear the news that Paige West, a well-known name amongst the Napier team, has taken on the role of Group Editor at IML Group.

Paige will be looking after Design, Products & Applications magazine, Connectivity 4IR and PBSI Magazine.

We would like to congratulate Paige on her promotion, and we look forward to watching her thrive in her new role.


Napier Named in Top 10 HubSpot Consulting/Service Companies

Here at Napier its no secret that we are a HubSpot agency partner, and as such huge advocates of the HubSpot platform. This is why we were delighted to be approached by Marketing Tech Outlook and asked to feature in their special edition of the 'Top 10 HubSpot Consulting/Service Companies' for 2019.

After careful consideration, we decided the most valuable information we could share with their readers, is how Napier uses a unique approach to help clients utilise tools like HubSpot to increase the speed prospects travel through the funnel.

To read our full article please click here, and why not get in touch to let us know your thoughts on our approach, or to find out more about how we can help you.

 

 


Registration Now Open for The Electronic Component Show

Earlier this year, we wrote about MMG Publishing's launch of its new event, The Electronic Component Show (ECS). Due to take place on the 14th May 2020, at the Double Tree Hilton Hotel, Stadium MK in Milton Keynes; the one-day event brings design engineers and purchasing professionals together with component manufacturers and distributors for a table top exhibition and dual seminar program.

The show will focus on a broad spectrum of electronics, offering two conference programmes. The Engineering Theatre will cover the latest trends in the sector and how they can be implemented into product design; whilst the Purchasing Theatre will cover topics of interest to visitors who purchase electronic components and services.

ECS will also feature a industry first: the Obsolescence Clinic. Inspired by Electronics Sourcing UK's annual reader survey, where component obsolescence and End of Life was identified as a regular topic of concern; the clinic will be held by Rochester Electronics, a world leader in EOL solutions, and will offer design engineers and buyers the opportunity to speak with a fellow expert about managing obsolescence and minimizing the risk on specific projects.

With registration now open, more details of the seminar programmes will be revealed soon, as organizers promise seminars that will offer real life solutions to real life problems, providing important lessons for their visitors.

To find out more information about the event and how you can register please click here. 

 


IML Group Announce Special Print Edition of Connectivity

IML Group has announced a special print version of its online portal Connectivity. The portal currently provides readers with the information they need to get the best out of Industry 4.0 and the IIoT.

In celebration of Connectivity's second year anniversary, the editorial team are putting together a special print version that contains the best content produced so far; providing readers with a fantastic insight into the Industry 4.0 space, as well as acting as an ideal guide to those just starting out in their Industry 4.0 journey.

To read the full magazine, please click here.


EETech Announce Acquisition and Rebranding of Control.com

EETech has announced its expansion into the automation field with the acquisition and re-branding of Control.com; now known as Control Automation.

Control.com was originally founded by Ken Crater in 1994, growing from a list of automation professionals, and migrating to the web in 1999. Now, Control Automation is an automation-focused community with over 35,000 members, and provides professional development for engineers through industry news, technical articles, and active forums.

As part of incorporating Control Automation into it's portfolio, EETech has welcomed Christina Schmidt as Global Sales Director of the company’s Automation Group. Christina joins the team with more than a decade of experience in the automation industry and with a clear vision on how to move forward and maintain Control Automation’s online presence. She commented “I’m thrilled to join EETech at a time when it’s growing so much, and I know that there are big things ahead for Control Automation. The community on that site is truly something special, and we take very seriously our responsibility of growing the site while respecting what made it great in the first place.”

With Control Automation joining EETech's other sites such as All About Circuits and Maker Pro, it's interesting to see EETech make this move away from electronic design and expand their coverage outside of the sector. Adam LaBarberea, co-founder and CEO of EETech has certainly considered this, commenting "One of the most exciting parts about acquiring Control Automation will be the opportunity to reach automation experts and serve a completely different industry than we do with our other sites.”

For further information, please view Control Automation's website. 


Datateam Business Media Acquire Electronics World

Datateam Business Media has announced the acquisition of Electronics World; as the publication joins the company's comprehensive product portfolio, alongside a range of leading publications, websites and events across various B2B and healthcare sectors.

Louise Pudney, Business Director at Datateam Business media commented “We are delighted to welcome Electronics World to our group of publications. It’s a highly complementary and attractive acquisition for the company and will enhance Datateam’s strong presence in the Electronics industry. Critically, it fits our clear acquisition model by presenting significant opportunities for cross-selling additional Datateam services and will help us support this thriving industry.”

At Napier, we were pleasantly surprised to hear news of the acquisition. This move not only gives Electronics World a new home, but also shows Datateam's commitment to growth; something that we are sure will yield positive results for the industry, and we look forward to seeing the direction Datateam takes the publication in the near future.


Mark Allen Group Welcome Charlotte Hathway as New Deputy Editor

Publishing house Mark Allen Group has welcomed Charlotte Hathway to the team.

Charlotte joins as an Deputy Editor and will work across Critical Communications Today, Land Mobile and New Electronics magazines.

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