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

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

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

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


Napier's IronCAD Subject Line Competition - Winner Revealed!

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

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

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

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



A Napier Competition -Vote for your Favourite IronCAD Subject Line

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

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

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

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

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

Subject Line 3: 
Forget IronMan – introducing… IronCAD

Subject Line 4: 

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

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

Vote for your favourite Subject Line Here! 

Companies take Tracking to the Next Level by Recording Every Keystroke

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

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

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

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

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

5 LinkedIn Tactics every B2B Marketer should be Using

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

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

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

Webinar Facts and Figures

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

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

Why use a webinar?

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

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

Who’s using them?

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

How many webinars are the right amount?

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

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

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

Please click here to download and read the full book.


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

Get Started with Webinars now!

Electromaker has Launched!

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

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

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

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

New Electronics Appoint New Deputy Editor

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

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

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

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

Napier’s Top 10 Digital Trends for 2018

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

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

1) Account-Based Marketing:

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

2) Personalisation:

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

3) Form Filling

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

4) New Range of Technologies and Reusing Content

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

5) Buyer Personas

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

6) Marketing Automation Workshops

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

 7) Live Video Streaming:

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

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

 8) Customer Centric Marketing

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

9) Chatbots

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

10) Evaluating your Data

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

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

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

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

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

Tips for Successful Social Media Posting

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

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

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

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

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

HubSpot and Social Media  

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

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

ROI Calculator 

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

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

A step up with Instagram...

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

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

HubSpot Leads Ad Integration

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

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


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


Napier’s latest Challenge – A Email Competition for Charity

*Competition Now Closed* 

At Napier, we are a team of individuals who often jump at the chance for a challenge; and with Christmas fast approaching we decided to create a challenge with a twist, that would not only showcase our skills but also make sure we do our part and donate to charity.

Email marketing is an essential part of any marketers B2B strategy, with emails being the key way marketers make contact with their audience. At Napier, we are constantly testing out our own email designs, or helping our clients design and deploy their emails. We understand that every marketer is different, and they often have their own preferences when it comes to emails and their layout.

In light of this, we thought it would be interesting to run a competition, inviting professionals in the B2B Tech industry to decide which email design out of a choice of 3 they preferred.

With the challenge set, the next big step was deciding on the focus of these emails. We decided to take a unique direction, and test our skills by creating email designs for a local charity. St Wilfrid’s Hospice was an obvious decision, a local charity in Chichester who care and support people who are in the last phase of their life. As an agency, we also decided to do our part, donating to St Wilfrid’s as a thank you for letting us use their brand and promote their message.

Napier’s’ very own Fiona Challen, Emily Serna and Hannah Kelly took part in this challenge, with a brief to create an email that encourage new donors to donate over Christmas, as well as pass on the request or share their donations on social media. Voting will close on the 8th December and Winners will announced on the 11th December.

Each has taken a different direction with their email and it is now up to you to decide which one you think is the best:

Email 1:

Email 2:

Email 3:

hubspot logo

HubSpot announces Data Centre in Germany

HubSpot has further proved its commitment to Europe this year, by not only opening a new Berlin office, but also announcing a new Germany based data centre for 2018.

HubSpot's findings from a recent survey has identified Berlin as the fastest growing tech city in Europe, with a vast majority of respondents positioning the city as a growing hub for startups and tech companies.

The survey was conducted on consumers who live and work in the Berlin Metro area, and a massive 95% of respondents confirmed that they see the number of technology jobs in the city growing; whilst 90% said Berlin also offers access to the technology and digital talent needed to grow a tech company.

As Berlin continues to grow, it is no surprise that HubSpot has decided to place roots in the city. President and COO of HubSpot, JD Sherman stated  "Opening an office in Berlin is a smart choice – from the wealth of local talent to its growing digital infrastructure, the city offers a great opportunities for us to continue HubSpot’s growth across Europe".

The announcement of the opening of a Germany-based data centre in 2018, also strengthens HubSpot's foothold in Berlin, with the company to rely on a facility in Frankfurt to store customer data according to EU legislation. The new data center will provide redundancy as well as outage and data protection for HubSpot customers. Both marketing automation and HubSpot are doing well in Germany and this is one of the reasons why Inbound marketing is a great way to run permission-driven campaigns.; and with HubSpot's new announcements this is bound to continue being successful.

With this being the 2nd European office HubSpot has opened, it is clear to see that HubSpot are serious about proving their commitment to Europe. As the company continues to grow, they provide benefits to Berlin also, promising to create 75 new jobs over the next three years to meet the rising demand for HubSpot’s software solutions in, and the rapid growth of the DACH market.

INBOUND Taught Me: How to Overhaul Lead Nurturing and Double Conversions

Throughout my time at INBOUND 2017, I spent a lot of time listening about HubSpot’s (rightly so) ‘awesomeness’.  This is why it was almost refreshing to attend a presentation where HubSpot admitted to their mistakes, and presented to us a journey of how they overcame their challenges.

The presentation in question was held by HubSpot’s very own Senior Marketing Manager Laurie Aquilante, who discussed the challenges HubSpot faced within their marketing funnel, and how they re-invented their approach to overhaul lead nurturing and double their conversions.

Laurie explained how HubSpot were failing with their lead nurturing. They were overloading prospects with too much information and were not achieving the high number of conversions they were aiming for. To gain a greater sense of what they were doing wrong and how to improve, HubSpot narrowed down their problems to three main challenges to overcome:

  • HubSpot’s lead nurturing content was too educational. They were so busy promoting educational content, that most of their prospects didn’t realise that HubSpot sold software.
  • HubSpot were failing to move people along their buyer’s journey.
  • At no point in the funnel did HubSpot introduce a human connection.

With these challenges in mind, HubSpot decided the best way to move forward was to collect information about their prospects first. They formed a survey which asked their audience what they wanted, when they wanted to be approached in the funnel and what could help their experience.

By collecting this information, HubSpot essentially ‘got to know’ their prospects, and were finally equipped with the right information to attract their audience. The survey revealed that their prospects wanted to speak to a salesperson at the consideration stage of the buying process, while 61% of respondents believed their customer experience could be more positive if sale representatives provided more relevant information.

Equipped with these new insights, HubSpot made changes to not only overcome the challenges they were facing, but also their approach on how to nurture prospects through their marketing funnel.

HubSpot made three key changes to their approach:

  • They introduced a human connection. HubSpot introduced ‘Edward Gahr’ an Inbound Growth Specialist, an expert who answered questions and provided faster replies to prospects. This achieved an increase of an 40% conversion rate.
  • They personalized based on need. Rather than guessing what their prospects were interested in, HubSpot actually asked what marketing or sales challenges their prospects were facing. Through one simple email, which guided HubSpot to provide the right content to the right person; a 50% increase in workflow conversions was seen, and 172% increase in higher engagement.
  • They found new ways to connect with their audience. HubSpot offered their audience a chance to sign up to a webinar through Facebook messenger by their HubSpot chatbot. This saw an increase in engagement between HubSpot and their prospects, with many praising HubSpot for the original way they were connecting with their audience.


Conclusion: Even HubSpot can Improve Lead Nurturing:

It is comforting to realise that even HubSpot has made errors along the way, and that attaining the ‘perfect’ way to achieve successful lead nurturing, takes practise and hard work. From this presentation, I learnt that overhauling leading nurturing and doubling your conversions isn’t easy. But if you understand your buyer intent and fit, provide helpful education, and test, change, and test again; you’re definitely heading in the right direction to achieve it.


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


Name change again for eeDesignNews!

Earlier this year, in April, EDN Europe rebranded as eeDesignNews. Now eeDesignNews is to become eeNews Embedded. We are saddened to say however that the re-brand has been inspired by Graham Prophet’s decision to retire. Graham has had a very successful career in journalism providing readers with his extensive range of knowledge and insight. We are disappointed to hear this news, but we wish him the best in his new life ahead, and hope he gets some well-deserved rest. Although we hope he continues to enjoy and express his passion for the industry in whatever way that may be.

We are however thrilled to announce that as of January 1st Ally Winning will be filling the shoes of Graham as the new editor in chief! This is a big position to fill but with Ally’s 17 years of experience in the technology industry but we have every confidence he is going to thrive in his new role.

eeDesignNews closed the door on print back in 2009 and moved solely to the online version – well print is back! When eeNews Embedded releases its first publication under this title, we will all have the privilege of receiving a print version, which will be distributed at embedded world. It’s interesting to see a print title launch (even as a supplement to another print title), and it is clear that print titles are still in the position to make money, and EBP are great at making money from this “old” approach to distribution.”

We look forward to the rebrand and can’t wait to see what eeNews Embedded has to offer in 2018.

Clarification of Alistair Winning's Editorial Roles

We thought it would be worth putting in a clarification about Ally's editorial roles. The fact he has replaced Graham does not change his position as Editor-in-Chief at PSDE. Both sides are aware of the other role, and as they are not competitive both publishers were happy for Alistair to hold both positions.

productronica 2017 reports 20% increase in visitors

productronica 2017, held in Munich this November, has presented growth for the electronics production industry.

The event saw an increase in attendees, with 44,000 visitors from 85 countries attending the show, almost a 20% increase from the last productronica. Over 1,200 exhibitors presented innovations from the fields of electronics production and development, with focus on topics such as the IoT, as well as big data and miniaturization.  Special shows including subjects such as ‘Smart Data-Future Manufacturing ‘and ‘Hardware Data Mining’ were also present, providing productronica with the opportunity to present the industry’s latest innovations in smart technologies.

Rainer Kurtz, Chairman of productronica’s Technical advisory and CEO of kurtz ersa, stated that productronica has confirmed the growth forecast for the industry, expressing how “The great interest in smart technologies shows that digitalization has finally arrived in the electronics manufacturing industry.”

With a sharp rise of international visitors this year, it is clear that productronica has made a positive impact on the industry. As new trends in the industry spilled over to productronica, many were keen to take advantage of this growth and to keep the momentum of these trends going.

Many are calling Munich the ‘world’s hotspot for electronics manufacturing’ after productronica 2017, and it will be interesting to see how the next productronica will reflect the ongoing progress of the industry.

MMG Publishing to launch E-BOM

MMG Publishing has been busy developing a brand-new electronics industry website, E-BOM, which they plan to launch early in the new year. The new site will be a standalone product that complements their successful Electronics Sourcing portfolio.

In preparation for the launch, MMG is requesting copy from electronics suppliers, and in return they will provide 3 months’ free of charge of exposure on the new site from the time of launch.

If you would like to be involved and submit your advertising copy, please email [email protected] by the 24th November.

The Hitex ARM Conference returns for 2017

The Hitex ARM conference has returned for another year, and will be held on the 23rd November at Hilton Warwick.

The conference will focus on the next wave of Cortex-M microcontroller technology, including development for multicore devices and offers the opportunity to spend up to three days immersed in productive technical and educational environments.

The opening keynote will be delivered by Tony Smith, General Product manager, who will deliver the latest changes within ARM in the last 12 months, and how this has affected the development of ARM microcontrollers in terms of software, system trends and technologies. Other keynote speakers will include Joseph Yiu, a senior Cortex-M specialist for ARM, and Elan Tanzer, Senior Product Manager, who will present the ARM Developer Studio 5 toolchain with support for heterogeneous multicore systems.

Further presentations will include the latest innovative developments from key Silicon vendors and leading software providers who will cover the latest hardware developments and practical software techniques. Interestingly, Hitex ARM have decided that all presentations will be technology based, to ensure every visitor will leave having gained real knowledge and value from the day.

With a focused one-day conference and two days of highly-regarded training, where visitors can sign up to courses, the conference aims to give their visitors excellent value on their investment in terms of time and knowledge.
Hitex ARM conference is free-to-attend, and promises to be a conference filled with an informative and packed agenda.

To find out more information please click here.

E4Y Electronics for You no more. It’s now Hypes

Antonio Cirella officially launched E4Y earlier this year, the magazine based on the popular platform, which they use to create a multi-channel collaborative magazines. Antonio has decided to change the name from the original E4Y due to a publication with a similar name in India.

The publication wanted to become more distinct, so has rebranded as HYPES.. “  Antonio has decided on the name HYPES to reflect the hype around the new technologies such as  Blockchain, digital transformation, the Internet of Things and electronic components that he will be covering with daily stories on HYPES site.

The DPN Release Guidelines to Justify Processing of Data under the GDPR

The Data Protection Network (DPN) has released guidelines around the use of Legitimate Interests to justify processing of data under the EU’s General Data Protection Regulations (GDPR). These guidelines have been supported by the UK Information Commissioners Office and the Data Protection Commissioner of Ireland, but as we’re not lawyers please do take proper legal advice (although we can’t believe anyone would really trust legal “advice” from a PR agency).

The GDPR has set out 6 lawful grounds for processing personal data. Along with consent, one of the most important grounds is the “Legitimate Interests”. As one of these legitimate interests is processing data for direct marketing purposes, this is an important topic for marketers.

Although processing can be necessary for the legitimate interest pursued by the controller or by a third party, there are interests which can be overridden by the interests or fundamental rights and freedoms of the data subject. So it’s not possible for an organization to simply cite direct marketing as a legitimate interest and carry on processing data for this purpose without any impact from the GDPR.

There are 3 stages that organizations must go through to assess whther a legitimate interest applies:

  1. Assess whether the legitimate interest exists
  2. Establish whether the particular processing activity is essential for the pursuit of the legitimate interest(s)
  3. Perform the balancing test to decide whether a particular processing activity can be undertaken on the basis of the legitimate interest’s condition.

Transparency is also a key part of the GDPR. So even if a legitimate interest applies, organizations must fulfil GDPR’s enhanced transparency requirements: they must inform individuals when the process is being undertaken on the basis of legitimate grounds and what they are. The individual(s) then have the right to object to any process being undertaken on the basis of the legitimate interests’ condition. The DPN has suggested taking a more layered approach, with a click through to a more detailed information on the legitimate interests ground. It was then suggested that more innovative businesses may want to take advantage of privacy enhancing tools, such as adding branded logos, videos and dash boards.

Although more businesses are focusing on the legitimate interests ground to justify certain activities as consent is hard to obtain under the GDPR, legitimate interests grounds still requires a careful thought process and it’s important to document the analysis as part of an organizations compliance story.

Each individual still continues to have the right to object any personal data being used, and although businesses may be able to override this on the basis they can show compelling legitimate interest it’s unlikely that direct marketing will trump an individual’s objection. So it’s essential to allow subjects to opt out easily, and provide capabilities to erase their data.

The GDPR have suggested that organizations should all aim to process data for activities that are in a controller’s or a third parties legitimate interests and benefit individuals. The orgnaisations should explain the benefit to the data subjects; for example to ensure that they are shown adverts for products or services they might be interested in. Organizations need to positively enable individuals to choose not to have their personal date used in a certain way, such as brand friendly privacy dashboards. They should also ensure they have the technical means to act on an individual’s objection.


Disclaimer: We’re not lawyers, so please do not take any of this information as legal advice. Hopefully it gives you some ideas, but please do consult with trained legal professions, particularly as it looks like some of the GDPR will be open to interpretation by the courts.

LinkedIn Lead Generation

INBOUND 2017 Taught Me: HubSpot Finally Reveals the Secrets to Achieving Explosive Success on LinkedIn

Throughout my time at INBOUND, I attended several conferences surrounding a variety of subjects. This varied widely from ABM to lead nurturing, and although admittedly a few of these conferences were slowly forgotten, there were many which made a significant impact.

This included the presentation on creating explosive success with content marketing on LinkedIn. Undeniably I did arrive slightly skeptical, wondering whether this talk would be truly helpful, or spout the same thing we’ve all heard before.  In fact, I was amazed at how helpful and informative the presentation was, and I left with a whole new view on how to approach content marketing on LinkedIn in the future.

The presentation in question was held by Viveka von Rosen, co-founder and Chief Visibility Officer of Vengreso, the largest full spectrum digital social selling provider in the world. Viveka is also known as a contributing expert on LinkedIn, with over 10 years of LinkedIn experience.

Viveka began with the obvious, highlighting how LinkedIn publisher helps build engagement, and revealing the most popular type of content people share on LinkedIn. These included:

  • ‘How to’ Posts
  • Posts with ‘Tips’ in the Title
  • Top Ten Lists
  • Research Focused Posts
  • Infographics

This type of content encourages the audience to share, read and most importantly take notice. A new feature on LinkedIn has also increased the chance of engaging your audience, with the announcement of the LinkedIn video feature. Although it is only available via mobile phone, this new feature is bound to increase engagement, not only within the B2C sector but the B2B industry as well.

After this encouraging news, I sat with my pen in hand, ready to learn the tips needed to improve our content marketing on LinkedIn, and more importantly how to implement them to ensure success.

Customize your Content

Customizing your content is vital to engaging your audience. Without knowing the interests of your targeted audience your content could be missing all the right spots.

Correcting this is simpler than it may seem, by purely asking what your audience wants. Whether this is through an update, email, or on your social media channels, this is a good way to grasp what content your audience is searching for.

Fortunately, this doesn’t mean all content needs to be created from scratch. Often existing content can be altered or updated and used again, a clever way to get the content you need uploaded on LinkedIn as soon as possible.

Article Writing

When publishing on LinkedIn publisher, it can be hard to know whether your article is going to be a success. These tips will ensure you will never have to worry again:

  • Larger articles with words between 500 – 10,000 are in fact the most popular.
  • E-books are a big hit on LinkedIn, with bigger articles published having achieved more success.
  • Call-to-actions are vital within an article. They give clear guidance to the reader of where they should go next or where they can learn more.
  • Use Cohesive and Strong visuals. This will instantly draw attention to your article.
  • An additional bio at the bottom of your article is significant. Providing information about yourself and your company, means you offer crucial information to your audience, making it easy for them to contact you with any questions.
  • Post your article on LinkedIn Publisher but also as a normal LinkedIn post. By changing the introduction and conclusion on one post, you technically have two different pieces of content which gets double the exposure.

Share, Share, and Share Again

HubSpot also revealed a ‘Ninja Trick’ for achieving explosive success on LinkedIn for content marketing.

One of the main benefits of LinkedIn, is that there is no limit to the amount of times you share your posts. One of the best things you can do for your content is share and then share again. For both articles and normal posts, it is highly recommended to share as many times as you see fit.

The sharing doesn’t have to stop there though. On LinkedIn once you have published your article, you can click on the article and copy the URL from the pop up window. This allows you to take the URL to other social networking sites such as Twitter and Facebook, and promote your article through posts on these sites.

This ‘Ninja Trick’ provides the opportunity for you to increase the awareness of not only your content but also your company and what you represent.

To Conclude…

At Napier, we take immense pride in our LinkedIn page, and work hard to ensure we are continually improving. After attending the HubSpot INBOUND event, and in specific this fantastic presentation, we are excited to begin putting these tips into practice and watch the Napier LinkedIn become even more successful.


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




Vector's Anna Barcelos - Marketing Expert Interview

Anna Barcelos, Director of Marketing at Vector Software, is the latest marketer to have been interviewed for our marketing expert series. As a marketer who has more than 25 years of experience in marketing, we were looking forward to getting to know Anna a bit better; asking her a range of questions:  

  • What do you like to do in your spare time/hobbies?

I am a very family-oriented person and spend a large portion of my time taking weekend trips to games to watch my son play football. My daughter is currently a senior at high school and so we are also using up a lot of time looking at colleges.

For myself, I like to keep healthy and try to go kickboxing at least 3 times a week. I also like to keep up on technology trends and read as much as I can.

  • What football team do you like?

I am a huge fan of the Real Madrid team. I was born in Portugal in the same town as Cristiano Ronaldo, and soccer was always on while I was growing up, so I definitely root for the Real Madrid team. But out of loyalty, as someone who lives in New England I am also a big supporter of the Patriots for “American football.”

  • What other career would you have chosen if you weren’t in marketing?

I have been a “purebred” marketer since day one, and have enjoyed over 25 years of experience in marketing, as it has been continually changing and evolving. However, if I was to choose another career I would want to be a data scientist.

Data fascinates me, and I love the notion of collecting huge amounts of information, and taking this information to be analysed and manipulated in order to create different models that could help companies become more successful.

I would have also liked to be a software developer. At the moment, it’s all about software and the importance of this career is only going to increase with time. Ideally, I would double major in both subjects to become a data scientist and a software developer.

We also asked Anna a variety of marketing questions, looking to find out Vector's biggest marketing challenge, as well Anna's future insights and opinions of effective marketing activities and best campaigns: 

  • What do you think have been the biggest changes to B2B marketing in the past 3 years?

In the past three years, data has become more and more prominent, with marketing automation tools allowing companies to take advantage and find ways to utilise data. The increased use of intelligence data and automation tools to create personalized experiences along the customer journey, is one of the biggest changes I’ve seen to B2B marketing.

I recently read a great report done with Google* which explored how leading brands are investing in a “first-party” future, that is using the data they’ve collected on their customers and creating individualized experiences. Within the report there is a discussion on artificial intelligence and the impact it will have on marketing in the future. The report proposes that the use of artificial intelligence through machine learning will grow, to more accurately predict and provide customers with instant, personalized experiences along their buying journey. As a marketer myself, this is something I fully agree with and what I see for marketing in the future. Exciting!

*An Audience of Individuals, 2017 Econsultancy and Google

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

In the next 3 years, I believe the biggest change in the way we approach our campaigns will be through our marketing expertise. Having people with digital capabilities who can create these online strategies will be essential. With the increase in data and the need to utilise it, we need data-driven people who are a cross between marketers and data analysts.

The challenge will lie in trying to find the people who have this added layer of expertise, as well as the resources to create and implement these campaigns.

  • What are your biggest marketing challenges?

The biggest challenge we are facing at Vector today is the new GDPR regulation which is to be set into place next year. As a global company, data compliance is going to be challenging, and we need to have a strategy ready for this. Email campaigns will also be a challenge with this new regulation; knowing how to set them up and position them, while ensuring our database is compliant and clean.

  • Describe the future of trade media – will it thrive or are there problems ahead?

Within the trade media, as with any company, lots of innovation needs to be done there. Trade journals are still very traditional and I firmly believe that if you don’t innovate you die. They really need to increase their use of digital channels, although it is hard with both Asia and Europe still using traditional ads.

From our own personal experience, we don’t advertise in trade journals as there is no ROI for us there. Instead we utilise digital campaigns such as syndicated content to gain leads, while advertising in trade journal e-newsletters.

I believe large media companies do need to innovate and have a long way to go. Although the modern day does have a traditional touch, trade journals who don’t have digital expertise, need to hire expertise to ensure they don’t fall behind with the times and continue to develop. It is critical that trade journals know how their customers consume media and do not get left behind.

  • What do you think is the most effective and least effective marketing activity you, or your company undertakes (in terms of ROI)?

Success for Vector is measured through revenue, and so for Vector, trade shows are our least effective marketing activity. We still attend trade shows as a company, but limit ourselves to the amount of trade shows we attend. There is great value in face to face interaction and relationships created at trade shows. However, in terms of ROI, the cost versus business generated makes trade shows our least successful activity.

Our most successful activity comes from our website. This is our top lead generator with the highest qualified leads. Our web marketing efforts, such as utilising all our channels including social, organic search and Google AdWords are among our most effective marketing activities.

  • What is the most over-hyped marketing tactic?

I am a huge fan of social media, yet I still believe it can be over-hyped. Making social media more quantitative in B2B is a challenge. You’ll have the greatest success by setting specific goals and measuring key KPIs including engagement, reach, leads, and conversions.  Facebook, Twitter and LinkedIn have been around the longest and can be extremely valuable. Social media needs to be taken seriously, starting at the top. If there is no management buy-in on its value, chances for success at your company are slim.

  • What was the best campaign you’ve run?

Personally, the best campaign I’ve run was at a CRM technology company. We worked directly with the sales team to create email campaigns. We created two B2B email lists (one with first-party data and the other third-party to supplement our database) and sent a series of emails with the main goal of setting up demoes for our sales team. We ran the campaign for a couple of months, and there was a huge increase in requests for demos. It is one of the best campaigns (with a very basic goal) and cost-effective campaigns I’ve ever run.

With reference to Vector and our campaigns, email marketing remains our most successful and cost-effective channel. We have increased our internal capability to create more personalized, automated email programs to nurture leads along the buyer's journey and provide the highest qualified leads to our sales people.

  • If there is one thing you could change about the electronics press, what would it be?

I would like to gain more analytical insight. If the electronic press used more tools to analyse their data and be a bit more proactive, they could provide more analytics to their customers and help them optimise their campaigns. I think companies would be appreciative of this.

  • If there was one thing you could change about how agencies work with you, what would it be?

Personally, I would like more day to day interaction. I understand it can be hard, but working closer with each other, means the relationship could be more personalized. Napier is awesome, but agencies generally could be more pro-active and be a step ahead of us, thinking of things we haven’t yet thought about, just one step. Whether through a campaign or resource, agencies should be more pro-active and persistent.

  • Can you explain how you define and measure success for your campaigns?

We try and implement most of our campaigns through digital channels because they can be measured. We track ROI from marketing leads that turn into opportunities and sales.

Our main aim, as probably with most companies, is to generate marketing and sales qualified leads (MQLs/SQLs) that have the highest probability of turning into sales.


Paul Boughton - Moving on from Engineer Live

As of the end of October Paul Boughton will be moving on from his time with Engineer Live, where he held the role of online editor. Paul has now moved on to a new and exciting project, and is currently putting together a new website called Engineer News Network. It is still in the process of construction, but we will be excited to see the finished product.

The website is a platform to discover the latest engineering news, events and designs. Paul says he’s keen to find his niche in the market and we look forward to seeing what he creates. Since setting up the website Paul has already seen a large variety of traffic coming from 37 countries, which is a great start.

We wish Paul the best of luck in his new venture and look forward to seeing what the future holds for Engineer News Network. Great to see Paul taking a leap of faith and setting up a new business.

The PR Professional's Definitive Guide to Measurement

At Napier, we are always looking at ways of measuring our PR campaigns to ensure they are effective; so we use a range of tools to make sure that we don’t miss anything! We believe evaluation is very important, and ultimately the key to producing a successful campaign.

AMEC, ICCO and the PRCA have combined their extensive knowledge on campaign evaluation and produced the latest edition of the definitive guide to public relations evaluation. The guide is available on all platforms including tablets, phones and PC. The guide they produced is a very effective tool for PR professionals, to measure and demonstrate the success of their campaigns.

The guide will ensure that PR professionals globally are all striving in the same direction and aiming to meet the same expectations. We are strong believers that if you aren’t able to measure something how can you be sure it was successful?

The AMEC framework ensures that you plan campaigns in a way that produces measurable goals and targets as well as showing the impact to the campaign will have by measuring what is most important. Using the framework to understand your brand and the objectives that you want to achieve will put you on the right path.

For a more in-depth insight about the framework and its effectiveness in measuring  success visit the PR Professional’s Definitive Guide to Measurement.

Two Events to Take Place in Germany

The Wireless Congress: Systems and Applications event is taking place in Munich from the 15th-16th November this year.  The Wireless Congress shows the importance of “wireless” in electronic development alongside the magazine Elektronik and the German Electrical and Electronic Manufacturers’ Association.

There is a large selection of technical topics that will be  addressed by this year’s event with a range of presentations and tutorials.

In other news,  the European Frequency Control Congress and Exhibition is coming up on 21st November also taking place in Munich. It’s an internal one day event that will help deliver information on advances, trends and the latest scientific research into frequency control products, and the way they are industrialized and applied. Throughout the day an extensive range of tutorials will be held in both German and French, with even the most specialized topics being covered. The conference wants to provide knowledge for everyone in the industry from novices to those with a huge range of experience, there is going to be something for absolutely everyone at the conference.

The exhibition will provide space for exchanging knowledge.  Everyone is welcomed to this part of the day; it is the prime environment for you all to share experiences and present your product(s) to your potential clientele.

What's New in Electronics Live to Co-locate with 6 Other Industry Events

As of 2018 it has been decided that What’s New in Electronics Live will co-locate with 6 other industry events to create what the organisers hope will be “the ultimate electronics trade show”.

From 2018 we will see some rather big changes to the show. Over the years the What’s New in Electronics Live delivered a popular exhibition in the UK. Although WNIE has suggested that in previous years they have noticed a slight decline in the industry, they are not allowing this to stop them.

What’s New in Electronics Live conducted research which has now resulted in them making the decision to join forces and present a 2 day show from 25th-26th September, taking place at the Birmingham NEC with EMC UK; Embedded Live; Sensors and Instrumentation; Micro Nano MEMS; PPMA; and the TCT show. By collaborating together they will ensure they provide visitors and exhibitors with a more diverse range of platforms and networks than any other trade show. The collaboration seemed inevitable for WNIE as Sensors & Instrumentation and Micro Nano MEMS have several shows for the electronics sector. On the day, you can expect to take part in workshops and conferences, seminars, and panel discussions.

Claire Saunders the event director said "We believe that these events are an incredibly strong complement to WNIE Live. Among many other benefits, it will improve our attendee numbers with the type of audience that will have purchasing influence or decision for your products and services. Our key aim is to deliver a strong event for the UK electronics sector and ensure every relevant visitor is aware of the show, to help industry rediscover UK Electronics."

The trade show and its new partnership is now expected an increase in visitors of more than 100%! This is very positive news for What’s New in electronics Live, and we look forward to a successful event.