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.




New Chief Editor at Startups Magazine

Startups Magazine has welcomed Anton Brisinger as its new Chief Editor.

As a native of California, Anton joins the Startups team with a varied background including editing and writing roles.

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

PCB Design and Manufacturing Live Returns for 2023

PCB Design and Manufacturing Live will return in 2023, taking place on 23rd March at the British Motor Museum in Gaydon.

Providing a specialised exhibition for exhibitors and attendees looking for a short, fast, and effective "roadshow" style of event, PCB 2023, will be co-located with Engineering Materials Live and FAST Live, under the Engineering Solutions brand.

At PCB 2022, over 600 designers were able to connect with 80 experienced exhibitors and participate in practical workshops. Continuing from last year’s success, senior electronics engineers will be hosting technical workshops from "thought leadership" organisations at next year’s PCB Design and Manufacturing Live.

With great feedback from past exhibitors on the quantity and quality of visitors from last year’s event, it’s fantastic to see that PCB Design and Manufacturing Live will be returning, as events within the electronics industry continue to thrive post-COVID.

New Editorial Team Member at Electronic Specifier

We were delighted to hear that Sheryl Miles has joined the editorial team at Electronic Specifier.

With a passion for writing, Sheryl has previously developed a magazine as a fun side project and is continually looking to enhance her skills, having undertaken additional training in proofreading and copywriting.

Sheryl has already visited many industry events since joining the Electronic Specifier editorial team, including Cyber Expo and Sustainability Live, where she had the opportunity to exhibit her reporting talents.

Paige West, Managing Editor at Electronic Specifier, commented: "Sheryl’s creative writing and proofreading skills make her a very welcome addition to the team at Electronic Specifier. Already, her writing has demonstrated great enthusiasm for the world of electronics, and I’m looking forward to seeing her develop in the role."

We are really looking forward to working with Sheryl and would like to congratulate her on the new role.

WNIE TV to Host Studio at electronica 2022

What’s New in Electronics (WNIE) TV has announced their attendance at this year’s electronica in Munich from 15th-18th November.

WNIE TV will host interviews and roundtable discussions on its stand C2-575, and this exclusive content will be available to watch following the show on the WNIE TV YouTube account and WNIE.Online website.

We look forward to hearing the debates and conclusions of the WNIE TV interviews and the insights they will provide for the industry.

The Engineering Network Announces Event for 2023

The Engineering Network (TEN), publisher of Machine Building.Net has announced a new event, which will take place on Wednesday 4th October 2023.

Open between 08.30am-14.30pm, MachineBuilding.Live will take place at the National Motorcycle Museum in Birmingham and will be based on an unconventional model, offering exhibitors a fair playing field.

Machine builders, systems integrators, and OEMs looking to automate or have machines constructed for their production processes will find solutions at MachineBuilding.Live from a variety of sources. The event will be compact, with all stands having the same size shell design to offer a location that makes it simple, efficient, and rewarding for guests who require maximum answers in the minimum amount of time.

OMRON, Pilz Automation, IXON, and Igus are just a few of the well-known business experts who have already agreed to deliver workshop sessions, with a speaker program also in place.

The event will have the support of several other industrial publications and websites, including TEN's own Machine Building.Net and Industrial Technology Magazine.

"The National Motorcycle Museum is a superb venue for this type of event," says TEN managing director Luke Webster. "It offers easy access, abundant free parking right outside the event door, and the collection of motorcycles is simply outstanding."

TEN Publisher Mark Newby added, "With more than 30 key exhibitors signed up before this unique event was officially launched, we know that visitors can look forward to an interesting and rewarding day."

It’s fantastic to see TEN expand its portfolio with the development of the MachineBuilding.Live event. We look forward to seeing how the event unfolds, and hearing what we are sure will be fantastic feedback from the industry.

HubSpot’s State of Marketing Trends 2022 Report: The Top 7 Marketing Trends for B2B Marketers

The environment for B2B marketing is always changing, and it underwent some significant adjustments and developments during the past two years.

HubSpot has released its annual State of Marketing Trends report, which gathered information on everything marketing in 2022 from 1,600+ B2B and B2C marketers from around the world and across several sectors.

Although the report provides results from both B2C and B2B organisations, we’ve focused our findings on the B2B data, and in this blog, we share some interesting insights on the marketing trends for B2B marketers.

Start a podcast

Here at Napier, we are no strangers to a podcast, however only one out of every three content marketers, it appears, uses podcasts or other audio material as a marketing tool.

While 51% of those who already do so intend to increase their investments in 2022, 43% intend to maintain their current level of investment. 53% of content marketers that use podcasts and other audio material claim it is the most successful medium they employ, despite low ROI figures.

With this in mind, will we see more marketers adding a podcast to their marketing mix? Podcasts are a great way to add personality to your organisation, a task within the B2B sector which can sometimes be challenging. The report also regards funny content to be the most effective type of content on social media- again, a challenge for some of us within the B2B sector. A podcast can be the perfect opportunity to implement a more humorous side whilst still maintaining professionalism.

Utilising AI and machine learning in marketing

AI and machine learning were the buzzwords of 2021, and for good reason. Inbound marketing is all about relationship building—and AI allows marketers to personalize content to build a connection with their target audience. AI helps drive conversions by providing better customer experiences through personalized recommendations and suggestions. The report highlights that 43% of marketers agree that automation and AI have been the most effective trends for their organization’s growth.

That's why HubSpot predicts that by the end of 2022, 50% of B2B companies will use artificial intelligence software or integrate their own custom AI platforms into their marketing efforts and 25% will implement AI as part of their inbound strategy.

Going forward, utilising the use of AI and machine learning doesn’t need to be daunting. B2B businesses may aim to use AI and machine learning to clean data, optimize content and improve SEO, helping to get more actionable insights from marketing data- saving both time and money for your marketing teams.

AI and machine learning are a growing trend and one to keep an eye on. It will be interesting to see how marketers adapt to the changing marketing environment as services and analytics become more automated, offering transparency, accuracy, and consistency.

B2B brands on TikTok?

This one comes as no surprise- with TikTok being one of the fastest-growing social media platforms. However, it is a trend I’m sure none of us expected to become involved in. But getting involved is exactly what the B2B industry is doing. Unlike B2C businesses, B2B marketers see stronger engagement and better ROI on TikTok. 58% of B2B marketers and just 49% of B2C firms respectively aim to increase their TikTok spending in 2022. So maybe the platform is more than a guilty pleasure for indulging in viral challenges and dances.

HubSpot suggests tech companies and B2B platforms are expected to invest in TikTok, creating knowledgeable brand personas on video channels, and offering practical advice in an easily consumable style to meet the demands of today's audience. TikTok is yet to be adopted by many of our clients, will this change? Or will we leave the baton in the hands of B2C marketers? Social media remains the top channel for marketers in 2022- hinting it may be time to invest in a broad spectrum of content across email, podcasting, video and TikTok.

The TikTok algorithm is a sophisticated system built to provide people with information that it deems to be of high interest ensuring content is broadcast to the right people. To target the correct audience for your business, TikTok might be creatively used to convey data or news relevant to your company and industry.

The most effective social content formats.

Don’t stop video marketing

Despite the strong focus on TikTok and short videos alike, it came as no surprise to see that companies weren’t just producing short-form videos. The latest trend report shows that long-form content, including videos that lasted longer than 30 minutes, had a significant rise in production in 2021.

In fact, the fastest-growing type of video is long-form material. Since 2019, the number of uploads for videos between 30 and 60 minutes has nearly quadrupled, with the success of webinars ever prevalent with the digital rise since the pandemic. The number of uploads for videos longer than 60 minutes has surpassed one million, a 43% rise from the same period last year.

One tool we frequently utilise at Napier is webinars and according to HubSpot, webinars receive the most engagement from viewers; suggesting it may be beneficial to businesses to sway more towards formats like webinars, fireside chats, and virtual events that require less editing (saving us time and money), and that viewers are willing to engage with these types of content.

Webinars are not a new tactic; however, the report demonstrates they are still an extremely effective marketing tool. It will be interesting to see if B2B marketers utilise video to showcase their expertise and offer authentic client testimonials through engaging videos or aiding the recruitment process as a method of educating, informing, inspiring, and showcasing company culture.

Graph highlighting the top media formats marketers use

 The importance of email marketing

Email marketing is an important part of nearly every organisation's marketing strategy with 95% of marketers saying that email marketing was successful in achieving corporate objectives. But email marketing is nothing new we were more interested to learn how we can better understand our email data.

With the end of third-party cookies in 2023 rapidly approaching, email can offer access to zero and first-party data, which is becoming more crucial; to gain a deeper understanding of subscribers' interests and to give us marketers the information and insights we need to produce relevant and personalised email content.

Email subscribers feel appreciated when their needs are understood and addressed through segmentation and, personalisation. It also gives companies the ability to learn more about their clients and potential clients with each interaction- once again highlighting the power of analytics. But which metrics matter? HubSpot found nearly half of brands don't track email interactions down to conversions. Fewer than a fifth measure their email marketing ROI, and just 12% of brands measure subscriber lifetime value.

Organisations need to focus analysis on the following:

  • Measure the most impactful email campaigns and replicate what works
  • Consider how email influences other marketing channels—and how your email analysis can drive more success
  • Monitor optimizations and monitor what drives clicks and conversions
  • Evaluate how much of your audience is impacted by MPP (mail privacy protection)
  • Understanding which devices and apps your audience uses to discover how they’ll likely view your message, and how you can use that insight to influence engagement

 The latest content marketing trends

Content is key—we've all heard that one before and HubSpot suggests content marketing should continue to be a top priority. Results show that clients want more and 61% of respondents wanted authentic content, giving glimpses of behind the scenes and content which truly reflects the brands' values. Developing a sense of community and adding value to your brand is one of the biggest takeaways from this year’s report. Following a time of uncertainty and working from home- community first is a big movement which has continued into 2022 and we think is likely to stick around. One-way B2B organisations can create a sense of community is via interactive content whether it be polls, augmented reality, or webinars.

It is also more crucial than ever to have a distinct brand voice. According to HubSpot, one significant trend in B2B marketing this year is brand personalization. It enables your business to differentiate itself from rivals and establish a distinctive brand positioning.

Practice what you preach comes to mind- so stay connected and you may see some employee-generated content to showcase the voice and values of Napier.

The top content types and how effective types of content are
Key marketing trends to watch in 2022

Top marketing channels- where should the budget be spent?

The most satisfying and fun aspect of a marketer's job is typically creating content, but delivering that material is equally as important. HubSpot’s latest report shows that social media, websites and blogs, and email marketing are the most popular platforms for B2B marketers, and where the majority of budget is being spent. Social media is the most popular digital marketing medium and within the B2B industry, LinkedIn is the most effective channel.

Email marketing is an extremely powerful tool, and here at Napier, we have found newsletters to be extremely successful. Not only are newsletters an affordable way to establish rapport, they also enable organisations to keep in touch with clients, consumers, and business partners on a regular basis.


HubSpot's State of Marketing Trends report covers several areas of the marketing landscape, and while no trends are exactly surprising, it shows how digital activities are continuing to lead the way. It’s clear to see that B2B marketers need to be innovative and experiment with new channels or media types to avoid being left behind as the B2B landscape continues to transform.

To read the full version of the report, please click here.