Driving Value: Key Insights From Salesforce's State of Marketing Report

Delivering value to customers has become a paramount objective for marketers in today's rapidly evolving business environment. ROI is something that gets thrown around a lot yet sometimes it isn’t at the heart of strategy and plans. The Salesforce State of Marketing Report provides valuable insights into the strategies and trends that marketers are adopting to maximize value and foster stronger customer relationships. In this blog post, we will explore the key findings from the report, highlighting how marketers are effectively utilizing existing tools, redefining customer engagement, driving cross-channel experiences, establishing trust, prioritizing data and analytics, embracing AI, leading with values, and investing in skill development.

Prioritizing Value: Maximizing Existing Tools and Investing in Automation

Although economic instabilities have teams examining their budgets and fine-tuning their techstack, marketers remain determined in the face of change.  87% of marketers say their work provides greater value now than it did a year ago. The report emphasizes that marketers are prioritizing value by leveraging their existing tools and technologies. They are focusing on driving maximum value from their current investments while strategically allocating resources towards automation and productivity. By harnessing automation, marketers can streamline processes, optimize efficiency, and deliver personalized experiences at scale.

Redefining Customer Engagement

Omnichannel Strategies:

Marketers are redefining customer engagement by investing in a combination of channels and technologies. The report reveals that 83% of marketers engage customers in real-time across one or more marketing channels. This insight underscores the importance of building a robust omnichannel strategy to engage customers seamlessly across multiple touchpoints.

Real-Time Interactions:

Across every stage of the funnel, marketers are tracking more metrics year over year than ever before. Speed to insight remains a competitive advantage, with 72% of high-performing marketers able to analyse marketing performance in real-time.

By leveraging real-time interactions, marketers can deliver personalized and timely messages, fostering lasting relationships with their audience. Real-time interactions provide valuable customer feedback and insights, and by engaging with customers in real-time, marketers can gather immediate feedback, opinions, and preferences. This feedback can inform product development, campaign optimization, and overall marketing strategy. Real-time interactions also enable brands to identify emerging trends, sentiments, or issues, allowing them to proactively address customer needs and concerns.

B2B Marketers and Account-Based Marketing (ABM): Coordinating Multichannel Experiences

Salesforce highlights that 80% of marketers are leading customer experience initiatives across various departments, including marketing, sales, service, and commerce. To deliver unified end-to-end experiences, 89% of B2B marketers are utilizing account-based marketing (ABM) platforms.

However, establishing successful ABM campaigns requires comprehensive, data-driven strategies. The challenge lies in sharing a unified view of customer data across business units, which is reported as a concern by 31% of B2B marketers. But why is this important? By overcoming this challenge, marketers can create seamless and personalized journeys for B2B customers. B2B marketing organizations are allocating an average of 15% of their budget to account-based marketing (ABM), emphasizing the value of personalized messaging and engagement that has spread from B2C to B2B strategies.

Accurate attribution of marketing efforts and measuring return on investment (ROI) becomes possible when data is shared across channels and is invaluable for optimizing marketing budgets, identifying high-performing channels, and allocating resources effectively.

Trust: The Foundation of Customer Relationships

Unsurprisingly building trust has been highlighted as a top priority for marketers. The report emphasizes that 88% of customers believe trust becomes more important during times of change. Marketers can prioritize building trust by being transparent, authentic, and empathetic in their communications and interactions. By demonstrating clear values, addressing customer concerns, and consistently delivering on promises, marketers can cultivate strong and lasting relationships with their customers.

In a crowded and competitive B2B marketplace, trust can be a key differentiator. Trust is crucial for customer retention and maximizing customer lifetime value (CLV). When B2B buyers trust a supplier, they are more likely to continue doing business with them, leading to higher customer retention rates. Trust builds loyalty, reduces customer churn, and increases the likelihood of repeat purchases or upselling opportunities. B2B marketers who prioritize trust can cultivate long-term, profitable relationships with their clients.

Data and Analytics: Driving Informed Decision Making

Marketers are increasingly relying on data and analytics to inform their strategies and measure success. The report underscores the importance of prioritizing data-driven decision-making and investing in tools and technologies that enable effective data collection, analysis, and action. By harnessing the power of data, marketers can gain valuable insights into customer behaviour, preferences, and trends, enabling them to optimize campaigns and enhance overall marketing effectiveness.

Despite marketers’ clear need for high-quality data and analytics, many lag behind in their investment in the people, tools, and processes that make it possible. Only 51% of marketing teams currently have employees dedicated to analytics. Even fewer have resources dedicated to analytics technology, or the practices –such as data integration and preparation – that are key to measuring and optimizing marketing success. Still, marketers intend to catch up: about two in five marketers say they plan to invest in these areas.

Data analytics allows B2B marketers to measure and optimize the performance of marketing channels and campaigns. By tracking key metrics such as conversion rates, click-through rates, cost per acquisition, and return on investment (ROI), marketers can identify high-performing channels and campaigns. This information helps in allocating resources effectively, optimizing marketing budgets, and focusing efforts on activities that deliver the best results.

AI Applications: Augmenting the Customer Journey

No blog post on current trends would be complete without acknowledging the buzzword of the moment: "AI" or Artificial Intelligence. The report reveals that 68% of marketers now have a fully defined AI strategy, indicating a growing awareness of the benefits of AI. Marketers are leveraging AI applications to resolve customer identities, deliver real-time personalized offers, and bridge online and offline experiences. While digital channels are preferred by a majority of customers, 43% still express a preference for non-digital channels.

Marketers Leading with Values

Today’s customers want their values reflected in the brands they buy from, and marketers are responding. 85%of marketers say their external messaging reflects corporate values.

Customers are increasingly inclined to support companies that align with their values and prioritize ethical, social, and environmental objectives. The report highlights that 66% of customers have stopped buying from companies whose values do not align with theirs. Marketers recognize this unique opportunity and are embracing values-based messaging. By clearly stating their values and demonstrating them in their actions, marketers can attract and retain customers who share their beliefs.

Future Success: Skill Development and Continuous Learning

Looking ahead, marketers recognize the importance of improving skills in content marketing, campaign strategy, and data analytics. The report emphasizes the need for marketing leaders to upskill their teams, retain top talent, and create future-forward career paths. By investing in skill development and embracing lifelong learning, marketers can stay ahead of industry trends, drive innovation, and position themselves for long-term success.


The Salesforce State of Marketing Report provides valuable insights into how marketers are striving to deliver more value to their customers. By focusing on maximizing existing tools, redefining customer engagement, driving cross-channel experiences, building trust, and investing in skill development, marketers can navigate the evolving landscape and create meaningful connections with their target audience. Adopting these strategies will allow marketers to unlock new opportunities, drive growth, and achieve long-term success.


EPDT Announces New Student Supplement

EPDT has announced the launch of a new student supplement, which will focus on engaging with the next generation of electronic design engineers.

Initially launching in November 2023, the new supplement will provide targeted readers with details about the latest development boards, software tools, debugging equipment and advice on future career pathways.

Following the initial launch in November, EPDT will publish three stand-alone digital supplements in 2024 which will be at key times in the academic year including January, April and October.

The student supplement will include articles, comment pieces, engineering tips and various other items to help students, as well as access to discounted hardware. It will also be backed up by a series of dedicated newsletters.

It's great to see EPDT supporting future engineering professionals and providing a great opportunity for others to get involved in providing content that will resonate with future electronic design engineers.

Another Successful Conference For ECF23

The Embedded Conference Finland organised by ETN returned for its 5th year at Dipoli, the famous conference centre on the Aalto University campus.

Taking place on Tuesday 16th May, the conference focused on a range of topics including embedded design and modules, the latest testing equipment, 4G and 5G modules for embedded devices, and the latest developments in Ethernet connectivity. With more than 150 professionals in attendance, the audience received a special keynote focused on AI and specifically the use of ChatGPT in designing malware.

Here at Napier, we were delighted to hear that ETN had another successful conference and we look forward to its return in 2024.

Entries are Now Open for Elektra Awards 2023

The Elektra Awards, organised by Electronics Weekly, will return in 2023 to celebrate the achievements of companies and individuals making remarkable contributions across the global electronics industry. The awards provide a platform for like-minded and key industry professionals to gather in one place to network, share ideas and celebrate the achievements of the industry.

Following the 20th-anniversary special edition last year, the awards will be taking place in London at Grosvenor House Hotel on Wednesday 29th November. Each year, the Elektra Awards attracts hundreds of attendees from more than 150 companies representing every sector of the global electronics industry.

With over 15 categories to enter to showcase innovation across all areas of electronics, all entries must relate to the past year from 1st June 2022 to 31st May 2023, and the submission deadline is 12th July 2023. 

Good luck to everyone entering, and for more information about the awards, please click here.

The Hustle Awards Returns for 2023

The Hustle Awards, run by Startups Magazine, will be taking place again in 2023 with Anglia Unicorn as the headline sponsor. The Hustle Awards aims to shine a light on start-ups, celebrating all the founders, co-founders and team members that have disrupted, impacted and taken a leap of faith with their businesses. The award ceremony will be taking place at the Steel Yard, London on the 20th of July 2023.

Award entries are now closed for 2023 submission, and judging will be taking place on 11th May by a judging panel which features a cross-section of business specialists relevant to the award category; to ensure each panel has both expertise and diversity so that every entry can be assessed accurately and from a mix of viewpoints.

We look forward to reading about this year's winners and applaud all these companies and individuals for driving real innovation in their chosen fields. Tickets for the award entry are now available and can be purchased here. 

Automation Live 2023 Comes to London

Datateam Business Media and Automation magazine is launching a new event, Automation Live. Aimed at decision-makers, manufacturers and engineers, the show will address the current trends and challenges experienced by the industry and will be held on the 19th of October in the Grand Connaught Rooms Hotel in London.

Companies such as ABB, Kuka, and Bermondsey Electronics will be speakers at the event, and each session will follow an open forum discussion with the audience on a Q&A basis. The event will open at 11am with a 2-course brunch and networking opportunities.

Automation Live will close with ‘’The Automation Award’’. Companies that present an innovative new product, service or process can enter, as well as companies which have found a way of simplifying the production process; created a training, apprenticeship or education programme to introduce new generations into the industry. Further details on the awards and entry details can be found on their website.

“Datateam and Automation magazine is ideally positioned to provide our readers and advertisers with a live platform to discuss the latest technologies and trends within the industry. The event is the latest addition to the company’s comprehensive product portfolio, which already boasts a range of leading publications, websites and events across many business-to-business and healthcare sectors” commented Louise Tiller, Media Director at Datateam Business Media.

It's fantastic to see another event introduced by Datateam Business Media, providing a platform for the industry to network, and discuss the current and future challenges they see across their sectors. We look forward to hearing how the show goes and how it is received by attendees.

New IoT Site Launching 28th April 2023

TalkingIoT, a new site focused on IoT, will be launched at the end of April 2023.

Built to address a lack of knowledge among end-users of IoT solutions regarding benefits and potential applications. TalkingIoT will provide an accessible platform that offers valuable resources and expertise on IoT via a range of informative and educational content.

The site will go live on 28th April, with a backlog of articles already published, to provide insights to readers straight from the launch, as it covers topics such as the top 50 questions on IoT highlighted by Google trends.

We are excited to see how the new site will help bridge the knowledge gap and aid the mass adoption of IoT. We wish TalkingIoT the best of luck with its launch.

Future Horizons Announces Semiconductor Industry Update Webinar

Future Horizons has announced a ‘Semiconductor Industry Update Webinar’, which will take place on May 9th 2023 from 3pm-4pm UK BST. The one-hour broadcast will focus primarily on the 2023 semiconductor industry forecast and outlook for 2024, including:

  • How will the downturn play out in the short and medium-term
  • What are the key indicators to look out for moving forward
  • How to build resilient strategies and business models

As the industry currently faces several unanswered questions, from marketing downturn to the overall market decline. Future Horizon’s webinar will provide key decision-makers with the insights they need to plan their future strategies. We look forward to hearing what Future Horizons will share about the outlook of the industry.

'Focus On PCB- From Design to Assembly' Taking Place in May

“Focus on PCB – From Design to Assembly”, the European B2B fair dedicated to the world of printed circuits, will be taking place in the pavilions of the Vicenza Fair on 17th and 18th May 2023.

Organized by NürnbergMesse, the trade show provides an opportunity for the entire printed circuit board supply chain, from designers to end-users, to network and share valuable insights into the latest developments and views within the sector.

PCB will host a large exhibition area for visitors, alongside a programme of workshops and conferences, which together will provide:

  • In-depth studies of new technologies
  • The latest innovative applications
  • Market trends and developments
  • Technical and professional updates on regulations, standards and technological innovations for the industries of the sector

The next issue of Elettronica AV will include a preview about the trade fair, with news directly from exhibitors.

We look forward to hearing what we are sure will be fantastic feedback from the event, and the insights it provides into the current landscape of the printed circuits market.

The IPC Hand Soldering Competition Is Coming to Focus On PCB 2023

The IPC Hand Soldering Competition is making its debut in Italy for the first time, at 'Focus on PCB - From Design to Assembly', a European trade show dedicated to the printed circuit boards industry, which will be held in Vicenza from 17th-18th May 2023.

As the reference association that sets the standards for the electronics industry, IPC organises various soldering competitions around the world each year to select regional champions. At the end of the regional contests, the finals are held, where regional champions will face off and the winner will be crowned IPC World Soldering Champion. This year the final contest will take place in Munich in conjunction with the Productronica 2023 show (November 14th-17th 2023).

“The IPC Hand Soldering Competition represents a unique opportunity to reveal all the talents in the industry and to celebrate their skills and expertise”, says Philippe Léonard, IPC Senior Director of European Operations. “We chose Focus on PCB to host the IPC Hand Soldering Competition for the first time in Italy because it proved to be an event capable of attracting the best of the Italian and European electronics industry. We share with Focus on PCB the desire to highlight the skills of an industry where innovation and talent are key characteristics to be recognised and rewarded”.

Although most electronics are now manufactured with machines, hand soldering is still needed for some projects, particularly when repairing or reworking; and it's nice to see the "old craft" of soldering still being alive, and celebrated within the industry.

Editorial Changes at Elektronik Praxis

Last month, we reported on the departure of Johann Wiesböck from Elektronik Praxis, due to his retirement. So we were delighted to hear that Maria Beyer-Fistrich, previously Deputy Editor-in-Chief at Elektronik Praxis will be taking over as the New Editor-in-Chief.

The publication has seen a number of recent editorial changes, and we were sad to hear that power electronics expert Gerd Kucera has also retired this year.

Following Gerd's retirement, Elektronik Praxis has also welcomed industry expert Caspar Grote back to the team. Casper was previously Editor at Elektronik Praxis in the late 90's before exploring new ventures with publishing house WEKA FACHMEDIEN and more recently at AMS Technologies AG. Casper will be responsible for a vast subject area including: power electronics, industrial electronics, automation, electric motors, drives, drives electronics and PCB design tools.

We wish both Maria and Casper the best of luck in their new roles and look forward to working with them.

Mike Green Joins EPDT as Editor

IML Group has announced that Mike Green is set to become the new Editor of Electronic Product Design & Test (EPDT). He will start in his new role on the 3rd May, as he returns to technology journalism after over a decade working in PR. Mike replaces former editor Mark Gradwell and the current acting editor Ally Winning.

Published on a monthly basis, EPDT is a UK technical journal for electronics design, manufacturing and test engineers. The publication deals with every aspect of the electronic system development/production cycle, as well as the supply chain that supports it.

Russell Goater, Group Publisher of EPDT commented, “With his broad application knowledge, extensive experience and work rate, Mike is going to play an integral part in driving EPDT forward in the coming years. We see this as the beginning of an exciting new chapter for the magazine.”

“I am really looking forward to taking on this role and building on the sterling work that Mark and Ally have done,” adds Mike Green, the newly appointed EPDT Editor. “From day one, I will be focused on developing exciting editorial features to boost reader engagement and working with the commercial team on introducing an array of new promotional opportunities.”

We wish Mike the best of luck in his new role and look forward to seeing the direction he will take with EPDT moving forward.

A Sad Goodbye to Yves Fontaine

Yves Fontaine

Napier was saddened to hear the news that Yves Fontaine passed away at the end of March this year following his battle with cancer.

Having been a key member of the team- working as a freelance French translator for Napier for several years, Yves will be greatly missed by the Napier team. Yves had worked with many members of the Napier team over the years, and was always a delight to talk to, as well as a truly lovely person.

It was very sad to hear the passing of Yves, he was a very talented translator and always produced great work, my thoughts and prayers go out to his friends and family at this difficult time.” - Tristan Van den Berg, Marketing Specialist

“I would just like to say what a pleasant, helpful and thoroughly professional chap Yves was.  I don’t think I can recall him ever turning down a translation request, regardless of whether he was on holiday (overseas), or latterly when he was struggling with his illness. He was working right up until his untimely death.  I think that summed up what kind of person Yves was (even though I never met him) - totally reliable and a true professional. He will be missed.” – Clare Reader, PR Specialist

Our thoughts are with Yves’s friends and family at this difficult time.

Foot Traffic Back to Pre-Covid Times for embedded world 2023

Over 950 exhibitors from 44 countries presented their product innovations and solutions at the embedded world exhibition and conference between 14th-16th March 2023 in Nuremberg, Germany.

As an event that has long been regarded as the ‘go-to’ place to gain insight into embedded system technologies, it was great to see the event back in its full glory- as despite a successful return last year, visitors were down around 1/3 in 2022 compared to pre-COVID levels.

"We were overwhelmed by the number of visitors," reports embedded world Executive Director Benedikt Weyerer. This year, almost 27,000 visitors, which is over 50% more than last year, flowed through the exhibition halls during the three days, with over 40% of these visitors coming from abroad.

The lecture program which was held alongside the electronic displays conference attracted 1659 participants and speakers from 46 countries. "Our approach to reflect the state of the art with a clearly structured program and at the same time to address new topics garnered very positive response from the participants; the classes and sessions were exceptionally well attended" said Prof. Dr Ing. Axel Sikora, Chairman of the embedded world Conference. “The three keynotes were, as ever, excellent – especially Prof. Ali Hessami's presentation on AI Ethics struck a chord."

We are pleased to report that the figures truly do represent the success of embedded world, as the clients we spoke to at the show were very happy with the quality of leads, noting the improvement from last year.

For more information on the performance of embedded world 2023, please click here.

The next embedded world exhibition and conference will be held at the Exhibition Centre Nuremberg from April 9-11, 2024.

Elettronica Tech Launches ‘Enriched News’

Launched in April 2020, Elettronica Tech is about to celebrate its third birthday of informing technicians and electronic designers about current industry news and updates. Following a successful three years with 3,000 subscribers and nearly 1,000 articles published by over 250 different suppliers, Elettronica Tech has launched “Enriched News”.

"Enriched news" (EN) has been launched to add to their technical offering and provide information about price and inventory information updated in real-time.

To make this possible, Elettronica Tech has formed a new partnership with oemsecrets.com, a European search engine for electronic components, which inserts price and inventory information directly onto Elettronica Tech’s site.

Thanks to this new partnership, Elettronica Tech has become the first Italian news site to include real-time price and inventory information alongside its news page. At the bottom of each article, a table will be displayed showing who the suppliers are, how much stock they have available and at what price. This new feature aims to streamline the process of getting in touch with the supplier, requesting quotations, and finalizing orders.

This new addition to the Elettronica Tech site is an interesting development for the publication. Having the data directly on article pages offers the opportunity to speed up the basic evaluation process and potentially create new opportunities for distributors. We're looking forward to seeing how this new feature will be received by readers and the benefits it will provide to its users.

Editor-in-Chief of Elektronik Praxis Johann Wiesböck Announces Retirement

We were sad to hear that Johann Wiesböck, Editor-in-Chief of Elektronik Praxis, will be retiring at the end of the month. After 35 years in the publishing business, Johann leaves behind an impressive legacy as Editor-in-Chief, having been an integral part of the publication’s success. He leaves some very big shoes for his successor, Maria Beyer-Fistrich, to fill in.

To celebrate his career and bid him farewell, Johann’s colleagues and friends arranged a surprise farewell party at the Ketterer Kunsthalle in Munich on 23rd March 2023.

The Elektronik Praxis editorial team and Johann’s friends, companions, and partners have compiled an 80-page special issue in honour of his retirement. The issue includes intimate stories and tributes from those who had the pleasure of working with Johann over the years. The overwhelming response to the call for articles is a testament to the high regard in which he is held by those who know him.

We wish Johann all the best for the future and a happy retirement!

Elettronica AV Releases New Dossier Focused on Automotive Industry

Elettronica AV has released a new dossier ‘Automotive Industry: straight to the goal’, which focuses on addressing megatrends such as electrification, autonomous driving and shared mobility, which were identified at the automotive conference at electronica last year.

Featured on the Elettronica AV site, the dossier shares content that addresses the evolution of the automotive industry, focusing on topics such as changes to approach to market, and the need for leading car manufacturers to transform their business models.

It’s great to see publications such as Elettronica AV use their resources to focus on specific, insightful topics within the industry, and we know that the transformation within the automotive industry will be an interesting read to many of the publication's visitors.

The full automotive dossier can be found here.

Edge AI and Vision Alliance Announce The 2023 Embedded Vision Summit

The 2023 Embedded Vision Summit is just around the corner and will take place from 22nd-25th May in Santa Clara, California.

As a conference and expo devoted to practical, deployable computer vision and visual AI, the Summit is organized by the Edge AI and Vision Alliance, an industry partnership operated by BDTI.

With several leading semiconductor companies members of the Alliance, the worldwide industry partnership brings together technology providers who are enabling innovative and practical applications for edge AI and computer vision- making the summit an ideal place to see the latest innovations and trends within the field. Attendees will have direct access to experts on visual and perceptual AI and will be the first to see the latest products, technologies, and tools.

AI vision is one of the main focuses of the summit, an area which is becoming increasingly important in a wide range of industries, from healthcare and automotive to manufacturing and retail. As more and more businesses and organizations look to harness the power of AI vision to improve their operations and enhance their products and services, the need for advanced-edge AI and vision processors, tools, and algorithms is greater than ever before.

The Summit will feature more than 100 sessions, covering everything from technical know-how to the latest trends and developments in the field. The first 20 accepted talks have already been announced, and attendees can expect to hear from some of the most respected experts in the industry.

Despite being US based, the Summit attracts a global audience of technology professionals from companies developing computer vision and edge AI-enabled products including embedded systems, cloud solutions and mobile applications, with 99% of attendees at last year’s event confirming that they would recommend the Summit to a colleague.

Napier is excited to see more events within the AI vision field as the industry continues to grow, and hearing what we will are sure will be fantastic feedback from this year’s event.

For more information about the Summit, please click here. 

New Event Electronics Live Comes to Birmingham

Datateam Business Media has announced the launch of a new event, Electronics Live, which will be held at the National Conference Centre in Birmingham on 17th January 2024.

Focusing on the latest technology, products and solutions in the electronic components supply chain, the one-day event aims to attract purchasing managers, influencers and key decision-makers that are looking to source cutting-edge products and solutions and stay up-to-date with the latest developments in the market.

Taking place alongside the Instrumentation Live Exhibition, Electronics Live is a free-to-attend tabletop exhibition, which provides exhibitors and visitors with the opportunity to network with market leaders and innovators.

Here at Napier, we are always delighted when we hear of a new event which will provide an additional platform for the industry to learn and network with each other. It's great that Datateam has been able to provide this opportunity, and we look forward to finding out more about Electronics Live as further details are released.

Maximizing Your Content Strategy: Top Trends in Content Marketing According to Semrush

As a B2B marketing agency, staying on top of the latest trends and insights in the world of content marketing is crucial to being successful. That's why we were excited to dive into the Semrush ‘State of Content Marketing 2023 Global Report’, which provides a comprehensive overview of the current state of content marketing and predicts where the industry is headed in the coming year.

In this blog post, we'll dive into some of the key findings from the report and discuss what they mean for B2B marketers looking to stay ahead in the ever-evolving world of content marketing. From the continued rise of video content to the growing importance of quality over quantity, there are plenty of insights to be gained from the report that can help marketers stay ahead of the curve and deliver effective content marketing campaigns.

Types of content to watch out for

Why is content important? According to Semrush, paid ads and social media account for less than 10% of B2B website traffic, leads, or sales. Even for e-commerce, the number is less than 20%. So, what is the largest and most effective source of marketing ROI for brands? In every industry—ranging from technology to manufacturing and non-profits to pharma—the answer is organic search and referral traffic. And it’s all generated by content marketing.

Semrush’s report shared several types of content to watch out for and we’ve highlighted the top five types of content you should be including in your content marketing strategy:

Podcasts are gaining traction

Podcasts are no longer just niche medium. In fact, they are becoming increasingly popular, and this trend is expected to continue in 2023, which means B2B marketers can take advantage of this platform to share insightful information and thought leadership with their audience, especially on specialised or technical subjects.

Podcasts offer a unique way to engage with your audience, as they allow you to provide in-depth analysis and commentary on specific topics. They also provide an opportunity to establish yourself as a thought leader in your industry. However, it's important to note that podcasting requires a significant investment in time and resources. You need to have a clear strategy in place, identify the right topics, and ensure that your content is engaging and informative.

This isn’t a surprise to Napier, we recently wrote a blog post on why podcasts are an important part of the B2B marketing mix, which explores how you can begin your podcast journey.

Rise of AI in content creation and distribution

Artificial intelligence (AI) is transforming the content marketing landscape. From content creation to distribution, AI is being used to automate and streamline the processes of content marketing. For instance, AI-powered tools can help you generate content ideas, optimize your content for search engines, and even write articles and blog posts.

Artificial intelligence has dominated headlines recently as the world began to play with a new tool. Chances are, by now you’ve heard of ChatGPT, the generative AI app that has received attention for its conversational and human-like responses to queries. Launched by OpenAI toward the end of last year, the chatbot uses a language processing model to predict responses that are eerily reflective of human speech and take mere seconds to conjure.

The use of AI in content marketing has its limitations, though. AI-generated content can lack the human touch, and it may not always reflect the tone and voice of your brand. Moreover, AI-generated content may not always be accurate or relevant, which means you need to carefully evaluate the quality of the content before publishing it.

Marketers who want to employ tools such as ChatGPT to generate content should also be aware of potential impacts on SEO. Google has traditionally penalized auto-generated content, which it deems low quality in accordance with the company’s spam policy. ChatGPT’s software competes with Google, so there’s broad speculation that Google will move to penalize content generated by its competition.

The world of AI is changing and advancing daily- be aware of its capabilities and limitations to understand how you can leverage its technology for your marketing initiatives. Harnessed well, it can help you gain a competitive edge in the digital world.

The popularity of video content among B2B buyers and decision-makers is on the rise

Video content is not just reserved for B2C marketers. In fact, B2B buyers and decision-makers are increasingly consuming video content, with 70% more traffic going to articles with at least one video versus articles without videos. Unsurprisingly, short-form video content, in particular, is gaining popularity, with the most engaging videos being 30 seconds or less.

Producing compelling video content can be challenging, but it's worth the effort. Video content allows you to showcase your products or services, provide how-to tutorials, and even share customer testimonials. Video content is also highly shareable, which means it has the potential to go viral and reach a wider audience.

The use of augmented reality (AR) and virtual reality (VR) in content marketing is expected to grow

AR and VR are not just for gaming and entertainment. In fact, they are increasingly being used in content marketing to provide immersive and interactive experiences. For instance, AR and VR can be used to showcase products, provide virtual tours, and even create educational content.

The use of AR and VR in content marketing has its challenges, though. AR and VR require significant investment in technology and resources.  Creating AR and VR content also requires a high degree of technical expertise, which means you need to work with specialized providers to create this type of content.

Long-form content is becoming more popular

Long-form content, such as white papers, e-books, and case studies, is becoming increasingly popular. This type of content allows you to provide in-depth analysis and insights on specific topics and can help you establish yourself as a thought leader in your industry. Long-form content can help you improve your search engine rankings and drive traffic to your website. According to the Semrush report the “Everything You Need To Know” titles and comparison articles generate the most organic traffic on average.

To create long-form content, you need to invest in research and analysis. You need to identify the topics that are most relevant to your audience and create content that provides valuable insights and information. You also need to ensure that your content is well-written, well-designed, and well-promoted.

Key takeaways: how content marketing is evolving

We’ve discussed the content tools expected to grow in the coming year but here are six aspects to consider to get maximum impact from your content:

Emphasis on quality over quantity

In 2023, the emphasis will be on creating high-quality, targeted content that addresses the specific pain points and challenges of your audience. This trend may be particularly significant for B2B marketers, who frequently target a niche market that demands in-depth and educational material.

Focusing on quality over quantity means that you need to invest in research, analysis, and creativity. You need to understand your audience's needs and preferences and create content that resonates with them. You also need to ensure that your content is well-written, well-researched, and well-designed.

Brand purpose and sustainability will become more prominent themes in content marketing

This trend is not surprising, given the increasing focus on social responsibility and environmental sustainability. In 2023, brand purpose and sustainability will become more important themes in content marketing. B2B companies that embrace these themes can differentiate themselves from their competitors and establish themselves as leaders in their industry.

To incorporate brand purpose and sustainability into your content marketing strategy, you need to identify the values and principles that guide your brand. You need to communicate these values through your content and showcase how your brand is making a positive impact on society and the environment. It’s important to ensure that your content is authentic and transparent and that it reflects the values of your brand.

Content marketing budgets are expected to increase in 2023

Content marketing is no longer an optional strategy. In fact, it's becoming increasingly important as buyers are creating their own sales funnels. In 2023, content marketing budgets are expected to increase, which means B2B marketers may need to prepare for greater expectations for results.

It has been obvious for some time that B2B customers are increasingly seeking information themselves, rather than involving a salesperson, and contacting potential suppliers later in their customer journey. Gartner is one of the analyst companies that has highlighted this trend, and their excellent report, Chief Sales Officer Leadership Vision 2023, highlights the declining influencer of the salesperson in B2B transactions. This is a trend Napier has previously discussed- check out the blog Marketing is Replacing Sales in B2B.

To maximize your content marketing budget, you need to focus on creating high-quality, targeted content that resonates with your audience. You also need to invest in the right tools and technologies that can help you automate and streamline your content marketing processes. Don’t forget to measure and analyse the results of your content marketing efforts, and adjust your strategy accordingly.

Influencer marketing is becoming more strategic, and data-driven

Influencer marketing is not just for B2C marketers. In fact, B2B marketers can use influencer marketing to build trust, reach new audiences, and position themselves as thought leaders in their industry. However, influencer marketing in the B2B space requires a different approach than in B2C.

In 2023, influencer marketing is expected to become more strategic, and data-driven. This means that B2B marketers need to identify the right influencers that can add value to their brand. They need to work with influencers to create content that is informative and engaging, and that resonates with their target audience. However, it's important to note that some target audiences may not be regular social media users, so influencer marketing in the B2B space may have its limitations.

The use of thought leadership content is becoming increasingly popular

Thought leadership content is not new, and it's continuing to rise in popularity. This type of content can help establish your brand as a trusted authority in your field and can also help you generate leads and sales.

To create thought leadership content, it’s important to spend time identifying the topics and issues that are most relevant to your audience. This content then needs to be promoted through the right channels, such as social media, email, and industry publications. It will vary based on the audience you are targeting and the campaign you are implementing.

The importance of images

SEO, SEO, SEO… one of the key purposes of content. Not only do images make your content more accessible, attractive, and engaging to users, but they’re important for SEO. Backlinks are one of the most important aspects of SEO because they demonstrate to search engines like Google that your website has authority, especially if other high-authority domains are linking to it. According to Semrush, 55% more backlinks were generated by blog posts with 7+ images compared to those without.

Preparing for the future of content marketing

Despite a shaky economic outlook in the coming year, things are positive in the world of content marketing. B2B marketers need to focus on creating high-quality, targeted content that addresses the specific pain points and challenges of their audience. They also need to invest in the right tools and technologies and measure and analyse the results of their content marketing efforts.

Whether it's podcasts, AI, video content, AR/VR, influencer marketing, thought leadership content, or long-form content, B2B marketers need to be prepared to embrace these trends and adapt their content marketing strategies accordingly. By doing so, they can maximize their content strategy and prepare for the future of content marketing.

To access your own copy of the report, please click here. 

Amelia's Weekly Fish Fry Podcast Celebrates 500th Episode

Amelia’s Weekly Fish Fry, the weekly podcast by EE Journal has celebrated its 500th episode. Covering a wide range of topics related to electronics and technology, the 500th episode of the podcast features David Mayman, the CEO of Mayman Aerospace. In this episode, Amelia and David discussed his motivation to design jetpacks and air utility vehicles, and the future of aviation.

Celebrating the 500th episode of Amelia’s Weekly Fish Fry is a great milestone for the podcast. The show's growth on YouTube and other social media platforms is also a positive sign that the podcast will continue to thrive and reach new audiences in the future. Congratulations to Amelia and the team on this fantastic achievement.

EE Journal Celebrates 20th Anniversary

Congratulations to EE Journal which celebrates its 20th anniversary this year, providing independent insight and analysis on the fast-paced world of electronic design for a worldwide engineering audience.

Founded in 2003, Techfocus Media’s Electronic Engineering Journal attracts an industry-leading audience through compelling editorial, news, analysis, and multi-media.

To celebrate its 20th anniversary, EE Journal will be running specials on its marketing/advertising programs all year.

We wish EE Journal the best of luck for its future, and may its success continue!

New Career Move for Michelle Winny

Michelle Winny has announced that she is starting a new position as Deputy Editor at Labels and Labeling, which is part of the Tarsus Group. Michelle has previously worked as a freelance editor for PCR and Electronics Today Magazine.

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

The Electronic Component Show (ECS) Returns for 2023

The Electronic Component Show (ECS) will return for 2023, with its latest edition set to take place on Thursday, 25 May 2023 at the Kassam Stadium in Oxfordshire. Having previously received fantastic feedback from purchasing professionals and design engineers, ECS provides visitors with the opportunity to network, discuss design and purchasing needs with exhibitors, and attend informative seminars.

With 100% of the exhibition stands already sold, ECS 2023 promises to be a busy day with 67 exhibitors confirmed to attend. The event has attracted several international exhibitors for the first time, including companies from Turkey, the USA, China, France, Poland, and Germany. These new exhibitors join a long list of well-known companies, including APC Technology, Hamamatsu, Solid State Supplies, and Phoenix Dynamics, among others.

The ECS 2023 seminar schedule features five in-depth seminars that will cover topics ranging from additive manufacturing, artificial intelligence, and obsolescence, to the sustainability revolution and wellbeing in the workplace.

Visitors to the ECS 2023 can register for the event via the website and the show will be open from 10am to 3pm. Admission is free, including access to the exhibition and seminar program, car parking, refreshments, and networking spaces. In addition, visitors will receive a £5 food voucher for the catering truck.

Mark Leary, publisher and founder of MMG Publishing, commented “Last year’s ECS was a very busy one-day show and based on feedback visitors liked the location, free car parking, complimentary drinks and snacks, seminar program and luxury football stadium setting. Visitors also liked the wide spread of exhibitors under one roof, providing a time-effective opportunity to meet with existing, new or alternative suppliers. A significant proportion of exhibitors are usually found at much larger shows in Europe and North America, so their attendance at ECS is ideal for UK-based visitors.”

It’s fantastic to see ECS return stronger than ever, and with a full day planned from exhibitions through to seminars, we know ECS will be one not to be missed.

For more information regarding the show, please click here.



A Successful In-person Return for electronica 2022

electronica had a successful return this month as 70,000 visitors met again in person from November 15 to 18 in Munich, after previously being held virtually due to COVID-19.

As an event that has long been regarded as the ‘go-to’ place to gain insight into electronic technologies, it was great to see the show back in full force, with more than 2,100 exhibitors, of which 64% came from countries outside of Germany.

“electronica 2022 impressively confirmed its status as a world-leading trade fair and demonstrated once again that Munich is THE trade fair location for the international electronics industry,” commented Dr. Reinhard Pfeiffer, CEO of Messe München. “We are delighted that the number of visitors was only around 14% below the record result of 2018, and that the share of international visitors at around 54% was even higher than at the previous events—an outstanding result in these times. What’s more, according to the trade fair survey, our exhibitors and visitors were more satisfied with electronica this year than ever before.”

It may be surprising to exhibitors that the number of attendees was so high compared to the perception at the show, and this could be a result of the new layout which spread the visitors across more halls, rather than having everyone concentrated in a few popular halls.

But with new record levels set for exhibitor and visitor satisfaction at this year’s show, we are pleased to report that the figures truly do represent the success of electronica, as the clients we spoke to at the show felt that the quality of the visitors was excellent and that electronica 2022 had been a success.

The next electronica will take place in Munich from November 12-15, 2024.