An In-depth Look into Lead Nurturing: The Good, The Bad, and The Non-Existent

How do companies nurture their leads? Do they do it well, badly, not at all?

To answers these questions, we invented an employee, Freddie Fox, and sent him out into the world to sign up for various companies to see how they would treat him. During February 2021, Freddie registered with 21 different companies. But he did not respond to any communications from those companies apart from double opt-in emails, because we wanted to see how those companies treated him and how they went about trying to retain his interest.

The companies ranged quite widely, with a number in the area of industrial technology with products such as motors and drives, a couple of companies that offer software development tools, and a couple in the electronic component space. We also looked at the marketing automation area and requested data from six different marketing automation companies. Three were business software companies, and a couple of other sorts of companies were also thrown into the mix.

The ways to subscribe to the companies also showed some variation - some just wanted an email address and you were on the list, while others required quite a lot of information, such as phone number and how you heard about the company, your role and type of business.

But Freddie only filled in one form per company – so who failed to even follow up Freddie’s initial contact? Fully five out of the 21 failed to respond to Freddie – INVT, Softstart UK, Rotronic, Clever-touch and NetSuite.

Because Freddie obviously isn't a real person, it was hard to track whether any of these companies called us - some may have tried to get hold of Freddie, decided that he wasn't at the company, and then decided not to send an email.

However, we suspect that most of them simply did not have an email follow up process in place. In fact, these companies have no lead nurturing, which clearly puts them behind. So, just by following up, a company can be in the top 75% with just one email.

One thing worth mentioning is that Clevertouch, a marketing technology company, failed to follow up. Although there could have been some problems with the data from the form being uploaded to the company's database, you would hope that wouldn't happen.

When we look at the number of follow ups per company, six sent just one email – the companies here were a bit of a mix, industrial automation, electronics components, and some of the business companies. Then we start seeing more and more emails. Videojet sent two, then there's a group of companies that sent three. At the high end is Adobe – here Freddie actually filled in a form on the page for Marketo, an Adobe company and from both we received a total of 15 emails.

In the space of two months, HubSpot sent 17 emails and Dotdigital sent 11. The interesting thing Is that Dotdigital, Adobe and HubSpot are all marketing automation companies. As such, they all have access to a vast amount of data that shows what works not only for them, but also for their customers. So, it's very reasonable to assume that these companies know that following up with multiple emails is more effective, which is why they're sending so many.

By contrast, the fact that a lot of the industrial companies are sending very few emails probably doesn’t do much for the performance they're getting, so sending more would make a big difference.

Another interesting thing was that almost half the companies used more than one email address. Many used different corporate email addresses, but a lot of them, particularly companies that were more sales focused, had individual salespeople emailing. Looking at some of the campaigns, we felt that some of the best actually use these multiple email addresses very effectively.

All the emails were sent Monday to Friday, in extended working hours, from about eight in the morning, through to about five o'clock, with no real consistency in time.

So, we can’t say people running good campaigns were sending emails at a different time to people running campaigns that were not so good.

Earlier we mentioned the double opt in. A couple of companies did this - you signed up on a form, then received an email asking you to confirm that you want to sign up. These emails are pretty functional, not heavy on graphics, but very straight to the point and a slightly different approach. KEB, an industrial technology company, sent an email with the option of just subscribing to the list, whereas Dotdigital gave an option of signing up or reporting abuse - you would assume that most people, once they've gone to the effort of signing up, would probably be quite happy to click on the email.

Dotdigital also used the opportunity to say thank you for signing up and actually offered some resources - as a user, clicking on a link to sign up, and just getting an email back saying it worked isn't a great experience. So, Dotdigital made good use of the opportunity - having someone sign up and request information is a huge opportunity for a company. If you don't take advantage of it, then you're definitely missing out.

Different strokes for different folks

There were some different approaches to delivering information - some of the requests Freddie sent were for content, some were white papers. Not all companies would send these, but they sent an email, even if you could download from the landing page. Pardot not only gave the opportunity to click on and download from the email, but they also had some marketing information and an opportunity to see the tool in action, a highly graphical approach.

This compares with Protocol, another marketing automation company, which offered an email with no graphics, but which was much easier to use, so you could very easily click to download the eBook you'd requested.

Pardot sent the email from a generic email address, whereas Protocol actually sent the email from a named person, so you do get some personal involvement.

One email from Testo was probably the biggest example of a missed opportunity. It sent quite a graphical email, but which only tells you how to download a PDF from the website.

Another approach was Videojet which sent an email from a generic email address, just saying, ‘someone will contact you’. There's nothing in here that's going to really add any value to the user. It's another massive, missed opportunity in a communication that you're pretty confident your prospect is going to open.

Nurturing flows

Looking at nurturing flows, the simplest flow that was more than one email was probably Testo, which had a double opt in. As soon as you click on that, they then send you the email we discussed earlier, with a download. Freddie obviously didn't do anything with this email, so three days later, the same email was sent with a reminder at the start of the subject line. Again, this is very much a wasted opportunity, as there's so much more that could have been done within that email in terms of offering additional content.

That was also the last communication from Testo.

Other companies had very complicated email flows, which I suspect was the result of multiple campaigns working together. For example, with Tableau we filled in a form, and got nothing for days, then two emails came together. And then we got nothing for six days. We then got an AI email after another two days, we got a personal email, then a white paper, and then we got another two emails sent together, so it's a really inconsistent process.

This is an example of where there can be problems with campaigns, particularly if a company is running multiple campaigns - running a promotion to the entire database, and also running a nurture flow can overload the user with emails.

If you're trying to do many things at once with your database, as well as nurturing, then it's really worth thinking about what the impact will be in terms of the user and what emails they receive.

One of the things worth mentioning is weekly newsletters. With Dotdigital, a market automation company, there were eight different categories of content that Freddie could request. He requested them all, but what he actually received was a weekly newsletter.

It's interesting to see that weekly newsletters are still alive and well - the blog posts do have content offers and newsletter signup forms, so there's an opportunity to engage. However, it was disappointing from an automation company that there wasn't really any personalization, or anything that really indicated that it was targeting any specific interest.

Adobe sent the second-highest number of emails, with over half of them being for online events as well as some specific content offers, and some newsletter style emails. But it shows that where companies are sending a lot of emails, they're not necessarily driven by classical nurturing campaigns - the digital experience conferences on the webinars were happening at certain times. So, Adobe is making use of signups to promote the events and also using templated designs and keeping it simple.

One of the things perhaps less good about Marketo was they sent us webinars and content offers with almost the same layout.

They obviously think that people receiving these emails are not going to be worried by seeing similar layouts, and we have to assume they have tested it. So, creating something from scratch and creating something custom is not always the right way to go with emails.

HubSpot was clearly very keen, as they kept emailing. They sent a blog newsletter every Wednesday interspersed with several other emails, making it hard to see any pattern. But HubSpot did have a strong brand identity, which was incredibly effective - it was always easy to pick out the HubSpot emails.

One thing to say, is people make mistakes and actually HubSpot made two, sending Freddie an email with the wrong subject line, as well as a duplicate of an email. But if you're running email marketing campaigns, you've got to accept that sometimes things go wrong. It probably isn't the end of the world but checking things like subject lines is vital.

How are engineering companies doing?

The most proactive companies are in marketing automation, but what about engineering companies? In general, these were pretty poor. An email from GE is a good example, which was a brochure. And that was it - there was no other follow up, no other interaction, which sets the bar pretty low for most engineering companies.

So, anything you do or try is probably going to set you ahead of most of your engineering-based competitors. It's really not hard to be competitive in an engineering environment and send better nurturing emails and better sequences than your competitors. Most of us are probably sending too few emails and sending those emails too infrequently when people request content.

Looking at the Perforce sales sequence, the first email they sent out was initial outreach, which asked technical questions about what Freddie needed. If I was an engineer, I would immediately respond very well to being asked questions that show someone's trying to understand my problem. This was a positive approach.

From our research, we found that the companies that are really engaging with their audiences are those running multiple events, and they're promoting those events to everybody on their database. This means that one of the ways to really increase the number of emails in a nurturing campaign is to have a consistent programme of events.

A question of style

One thing to say about styles is that nationality can matter - it was quite interesting to see that, for example, KEB is obviously a German company. However, as someone in the UK looking for a supplier, you’d probably want an email that felt much more local.

And clearly, if we've got emails coming through from Germany that don't feel local to us, then equally, as companies based in the UK or the US, you may be sending emails out to Europe that don't feel local either. This means it’s vital to consider how you make things feel a bit more local - what feels right to you won’t necessarily feel right to everyone else across the world.

Tips for top nurturers

To sum up, what tips would we give to companies seeking to boost their lead nurturing?

It may sound simple and obvious but the first thing to say is, start sending nurturing emails. Sending even two or three will put you ahead of most of your competition, and it will drive leads.

Looking at the marketing automation companies, they send much more frequently than everybody else, and with their access to huge amounts of data, this suggests you should send more frequently than you think is right. When looking at the emails, the plain text emails from individuals were really effective.

Also, don't overthink things – not everything has to have an amazing new design. Create email templates and use them, it clearly works. One of the things from our research was that HubSpot was very noticeable by its branding, which made the emails jump out, yet the templated approach can actually be more effective.

Don’t discount the old blog and newsletter approach. It's something a lot of people use and we know it works very well from our own experience.

And finally, as a bonus tip, we saw HubSpot make mistakes – so don't worry if you make a mistake, everyone does.

Interested in finding out more about how B2B technology companies use lead nurturing? Why not register for our on-demand webinar ‘Lead Nurturing, the Good, The Bad, and The Non-Existent, and join us as we analyse the strategy and emails used.




The Good, the Bad and the Ugly of Landing Pages

We’ve all seen them, responded to some and maybe written a few as well – but what really makes a good, effective landing page?

This was the question behind Napier’s latest webinar, which delved into the Good, the Bad and the Ugly of landing pages.

The webinar set out to answer the question, ‘What makes a great landing page?’ – but first, let’s explore what a landing page is. We can define a landing page as first and foremost simply a web page, but one with a very specific purpose. It displays directed sales copy that is a logical extension of the advertisement, search result or link or whatever drove the user to that page. They are usually intended to generate sales leads.

So essentially, a landing page is the destination pointed to from a specific web search, that then offers something directly related to that search – a white paper, a report or some other useful collateral that the target audience will be attracted to. In the process of downloading the item, the user will give contact information that acts as a source of potential sales leads for the landing page owner.

When trying to answer the question of what makes a great landing page, the suggestions are numerous and varied and there are many ideas of best practice – people have offered ‘scent’, colours, pain and pleasure as elements of an effective landing page – but essentially, the mark of a good landing page is that it works. It maximizes the number of high-quality leads and minimizes the number of time wasters. Ultimately, conversions are what matter most.

A four-step process

When developing a landing page, Napier follows a unique four-step process: Determine, Deliver, Focus and Enhance.

Determine is the planning phase, during which you’ll decide what the goal of the landing page is, how it fits into the rest of the campaign and how its success will be measured.

Focus is all about the audience and what is driving them to your landing page. It also looks at what stage of the customer journey they are likely to be in – established customers can be very different from potential prospects.

Deliver is where you follow best practice to come up with a design that gets the customer response you want.

The Enhance stage is where you measure the effectiveness of the page and test any tweaks, though you may only be able to test one change in a particular campaign as the volume of B2B leads is likely to be small. Be prepared to test and test again over many different campaigns.

The ultimate message here is that no amount of design hacks will compensate for a poorly planned campaign.

The elements of a great design

Although we’ve said planning is paramount, there are design elements that you’ll need to stick with to build a landing page that has a chance of succeeding.

Firstly, it must fit the flow of the ad or link that drove people to the landing page. You’ll also need a great, compelling headline, one that really resonates with your audience.

You also need a clear layout so that readers can see what they are getting by downloading your content, as well a clear call to action that invites the user to do something. There is no need for subtly here – get people hitting that download button – put CTAs in the headlines, in the body copy and even on the form submission buttons, like ’get my whitepaper.’

Copy needs to very direct and concise and tell people exactly what they are getting. There should also be an ‘inescapable why’, the challenge or problem that is solved by your product or service.

And introduce some urgency – ‘download now’, ‘get your white paper today’. Also be sure to match the form fields to the offer – you may think shorter is better here but if you are offering a high value service or tool, people will expect to have to provide extensive information to obtain it.

Investigating landing pages

Our webinar presented research into companies offering the best landing pages, based on a search for the terms ‘10kW variable frequency drive’.

Three of the top results in the ad spots returned a product page, which made it difficult to see if they offered the desired product, while one took users to the home page with even less relevant information. Generally, a ‘product family’ landing page doesn’t flow, will have a weak headline, poor copy, a confusing layout and will not be optimised for lead generation.

The ‘home page’ type is if anything even worse, as it presents content that is unrelated to the original search, is confusing and has lots of distractions – the lesson is, don’t use your home page as your landing page.

Turning to the software industry, the webinar looked at results for the search term ‘static analysis tool;’ a type of software debugging.

Researching this term, we found a landing page complete with a form. Although a pretty standard layout, it falls down by telling us about static application security testing, not static analysis. There’s also a lot of different menu options which distracts from downloading the report.

Another company uses bullet points on its landing page, a very effective way to increase conversion rates. However, the headline was anything but compelling and doesn’t actually say what they’re offering - you have to read the text to do that. The body copy is also all about how amazing the company is, which undermines the objectivity of the white paper as an informative tool.

Yet another company’s page offers a demo rather than downloading a white paper. This is possibly not the first thing people looking for information will want – you may get people requesting it, but you’re not targeting the right audience and you could end up not only wasting their time but wasting your own time. The form also has completely redundant fields.

There is also an independent report or white paper type landing page. One company we looked at did a reasonable job of the landing page but covered a slightly different topic than what we were looking for. This is a mistake with landing pages - companies with a great content offer sometimes try and offer it too widely.

Other mistakes that companies fall prey to are poor language in the body copy or headline and offering the chance to flag what you are searching for on social media – users are not very likely to take you up on this.

Do marketing automation companies do it better?

We also looked at marketing automation companies, who by rights should be the experts at this kind of thing.

Our research found that SharpSpring, which isn’t a marketing automation agency, is running Google ads against marketing automation agency - SharpSpring is probably not getting great results from this particular search. This is because people don’t want a platform they’ve got to run themselves, they want an agency to do it for them.

The company are experts in marketing automation, but they send enquirers to their homepage, on which there is a special offer on how to unlock the potential of marketing automation. But again, I don’t actually want to unlock it - I want an agency to unlock that for me.

Yet, they also have more relevant calls to action, such as a free ebook about what is marketing automation. So, they do have some offers that will route to landing pages that have forms - by clicking on the ebook, you see a standard two-column landing page with a form that only asks for first name and email address, which is well worth considering. Once you’ve got that email address, you can keep communicating, asking more questions to understand more about that person.

SharpSpring also had a ‘download and read’ button – highlighting that you’re not just going to download an ebook, you’re actually going to get to read it, showcasing the benefits.

The other company that appeared on the Google Ads was a company called Clevertouch. Here, Clevertouch don’t actually direct to a specific landing page, they direct to the page that talks about their Marketo services. This will get people coming who are looking for a marketing automation agency, but they then get routed to a landing page that might immediately turn them off.

These are two very different approaches from companies that are basically direct competitors, but overall, nothing particularly different from the previous companies.

Best practice

So, what’s current best practice? One of the things we looked at was HubSpot, a very popular marketing automation system, as well as a small competing company called Engagement.

Engagement has a very compelling, very direct landing page. Its message is ‘Don’t buy HubSpot, buy us.’ They’re also highlighting the pain, mainly the added expense of opting for their rival.

They also use very little body copy, instead relying on headings and bullets, making for quite a compelling landing page. They also only asked for an email address, allowing them to start engaging with people.

A similar approach is taken by a company called Active Campaign. They don’t use bullet points, simply asking for an email address, but offer lots of information about the product and again another form at the bottom. This page shows a lot of information and this may be an example of a landing page where a company is trying not to overdo the number of leads and focus on people who are genuinely interested.

To sum up ‘the competitive landing page’. A great example of a good compelling landing page is where you’re looking at comparing yourself against another vendor. The immediate trial is not unusual for software as a service, but probably won’t work in many other industries, particularly for B2B technical equipment that can cost a huge amount of money. It’s much more about providing information.

It’s interesting to see where some of the other marketing automation companies are going. Many are really focused on high-quality leads, rather than on quantity. Most of these are marketing automation platform companies, that will give you pure conversion rate and no indication of quality in the standard reporting. Looking at their own landing pages, they have worked it out, but maybe they haven’t quite fed that back into the tools.

If we look at content-rich pages, we can see different calls to action, and also different ways of achieving the call to action.

A good example is by Active Campaign, where each different section describes a little bit more about the products.

Salesforce have a long landing page with information - a guided tour offer, and more videos in the tour again and then a ‘talk to the experts.’ There’s also a free trial right at the bottom. So, Salesforce have believe that if people get to the end, they’re probably interested and so it might be a good time to try and convert them to a free trial.

All this content is mixed on the same page, which goes against the general rule of one call to action per page. But actually, all they’re trying to do is get you to engage. So, it’s the same offer, but with different ways to meet the needs of different people.

Content-rich landing pages often require a lot of effort to create - if you’re not at the stage of multiple landing pages, where the content on the landing page matches what’s driven the person there, don’t get into building them, as they’re very time consuming and expensive.

Having said that, some of these longer landing pages are actually very good for SEO - most landing pages are terrible for SEO, because the content is not there to make people read the copy, it’s to make people download the form.

For most clients, and for most campaigns, the standard two-column layout is probably the best and most effective way to create landing pages that will give you the best return on investment.

Top tips

So, what are our top five landing page tips?

Tip one is to create custom landing pages - don’t ever route people to your homepage or a product page, it just isn’t a good experience. Also, create many different custom landing pages so that the experience is as smooth as possible, from whatever search or LinkedIn ad, or even link on your email that you’ve provided people.

The second thing is getting the targeting right. If you have got the targeting perfect, and you’re only attracting potential customers, just get them to fill in the form.

I’d also recommend being very direct - be very clear about what you’re offering and why people should fill it in, and particularly on the calls to action.

We also mentioned getting the why right – one of the landing pages really highlighted the issue of cost and the limitations on HubSpot versus Engagement. That was a pain point for a lot of companies. And they were very clear about how they solved it by charging a lower price.

Don’t ask for too much information. Many of the forms that you get from the market information companies typically just ask for email because they know they can use the tool to get the other information about that person.

And then finally, your audience is unique. So do test different approaches - follow best practice, but not to the point that you’re not prepared to try different things.

In summary, landing pages take work, but if you’re spending a lot of money driving traffic to your website, getting the landing page right is really the key thing in driving the number of leads you’ll get.


To watch our webinar in full, please click here to view the on-demand version.


Seven Secrets of Good Copywriting

I once did some work producing magazines for a government department. One day my main client contact told me I would soon be receiving a news item for the next issue. ‘This will go through with no editing needed,’ he assured me. ‘The guy writing it has a master’s degree in English.’

Hmm, I thought – we’ll see. Sure enough, the article kicked off with this beauty of a sentence:

‘The dominant Transatlantic paradigm is predicated on assiduous improvement.’

I don’t mind admitting that some of those words had me scurrying for a dictionary. I eventually converted it into: ‘Most people in the US and the UK believe that things can only be improved through hard work.’

You guessed it – no-one queried my version and it was the one that ‘went through without editing.’

So, how do we avoid confusing our reader and instead, leave them more informed and knowledgeable than before?

Here are our seven tips for better copywriting.

Keep it simple

As in the example above, the art of good writing lies in trying to make yourself understood by as many people as possible. That seems obvious but it’s surprising how many writers over complicate things, opting for esoteric and arcane words in place of the simple and the everyday.

I’m a big fan of the articles in ‘New Scientist’. With an easy-to-read style and the ability to simplify complex concepts without trivializing them, the writers get information straight into your mind without you needing to re-read any sentences – for a time after reading the article, I understand ideas like string theory and membrane universes.

Most people are capable of understanding what you want to get across to them. I’ve found that if they don’t, it’s most likely because I haven’t explained it well enough.

Break it up

No piece of writing will attract a reader if it is merely a long block of solid text, so break it up with frequent subheads. Depending on the form, you may also want to include tables or illustrations. Try short sentences.

It’s at about this time in a blog that I’m glad of some bullet points – so here goes.

  • If it’s a blog, consider starting off with an anecdote – nothing gets the reader hooked quite like a story, so get personal to keep people reading.
  • Suppress your inner nerd – it’s easy to get too technical but resist the urge to start quoting your data sheet. It will just read like a manual and turn people off. If you want people to know more, point them subtly towards a landing page for your downloadable collateral.
  • Don’t be afraid to use humour – you need to be careful, but a little harmless fun in the right place can give the reader a break and doesn’t go amiss. Sending your readers away with a smile can help them remember your piece. And speaking of humour…

Avoid cliches like the plague

Too often we adopt lazy words or phrases that add nothing to what we are trying to say, or even just make things less clear. ‘Leverage’ – I’m looking at you. What does it bring to the party that the simple word ‘use’ doesn’t? The same goes for ‘impact’ and its mushrooming verb forms – ‘effect’ and ‘affect’ do the same job more elegantly.

Overusing words and phrases that everybody else makes habitual use of just gives the impression that you are not thinking about what you are writing and have not bothered to really find a way to connect with your audience.

Have a good structure

This all depends on the type of piece you are writing of course – a whitepaper will have a different structure to that of a feature article, which will be different again from a blog. But whatever form you are using, getting the structure right will help you organize your thoughts and present the information in the best way – the way that ensures your readers understand it.

Essentially, a good structure should tell a good story, taking the reader from little or no knowledge of the subject to a reasonable understanding of its main points.

Who are you talking to?

If you are talking to automation engineers, they won’t appreciate you spelling out PID control and what it does – on the other hand, you might need a different approach if you are trying to persuade high school students to take part in a STEM programme run by your client.

You need to know who you are trying to reach – what do they know about the subject already, what is their level of expertise, what do you need to spell out and what can you take for granted?

Style matters

An important question to ask yourself is what style you are going to adopt? A white paper will be more academic in style and tone, whereas a brochure would have a style that is confident, informative and enthusiastic about your proposed solution. A feature article will be balanced in tone, while a blog can be more playful and informal, using idioms, humour and even slang to get a reaction from readers.

Also don’t forget things like passive and active voice. In general, active voice is preferred to passive voice – ‘the cat chased the ball’ rather than ‘the ball was chased by the cat’.

In the active voice, the subject is something or does something – in the passive voice, the subject is acted upon by something else. Active voice makes your writing stronger and more direct.

Eye for detail

Don’t worry – even the most experienced writers miss typos and repetition. It’s all too easy to spoil a seemingly well written piece by failing to spot a misplaced or missing apostrophe. The trick here is not to be in too much of a hurry. If you can, put the piece away for a day or so and come back to it with a fresh eye. You’ll almost certainly think ‘How on Earth did I miss that?’, as you correct punctuation and remove unnecessary spaces.

Stepping away from the article also lets you view it more objectively – suddenly, it’s not your best ever piece of work, full of stunning phrases and eye-catching concepts, but simply another text to appraise with a critical eye.


Follow these tips and you could soon be on the way to improving your own copywriting and making those vital connections with your readers.

Industrial PR campaigns that Overcame Corporate Limitations

It’s no secret that when it comes to Industrial PR, there are limitations to what companies can achieve within the corporate style guide - and unfortunately, too often industrial companies play it too much by the book, creating PR campaigns which are, quite frankly, boring and unoriginal.

Yet, there are some agencies and clients willing to take a risk, coming up with campaigns that take a B2C vibe and repurpose it for an industrial audience. Although it’s important to have a corporate persona that’s right for your product or service, the trend to make B2B communications more human is being seen across the industry.

This blog will explore some of the best, and successful industrial PR campaigns we have seen, which overcome the limitations presented by the corporate style guide.

Volvo Trucks Viral Video

Volvo trucks, a Swedish automotive manufacturer, showed that viral video is not limited to consumer PR.

With the unusual approach to have Jean-Claude Van Dam do the splits between two Volvo trucks, the B2B video aimed to change the perception of Volvo as a safe and boring option, and instead capture the imagination of lorry buyers and the general public at large across several platforms.

Adopting some of the style and sleek look of consumer car ads, the campaign video went on to receive over 80 million views.

Cisco and 5G RuralFirst: Me+Moo

Recruiting cows as part of your campaign may not be the most obvious strategy but it worked for 5G RuralFirst, a consortium led by Cisco. When it wanted to raise interest in rural test-beds and trials for 5G wireless at sites across the UK, the group developed an app called Me+Moo, in which users could connect with a real-life cow and track its health via a “moonitor” dashboard.

Quirky it may have been, but it certainly worked – within the first month, 11,000 users had the app and it gained coverage by Reuters, the BBC and the New York Times.


Storekit’s London Pint Map

When you fancy a few drinks with friends, it’s often best to use public transport. This was part of the thinking behind StoreKit’s innovative campaign. Designed to help raise awareness of its point of sale software for pubs, the company came up with a version of the London Underground map that showed the cheapest pint in every pub closest to each station.

Research for the map involved StoreKit contacting hundreds of pubs, its core audience, while the fun aspect of a map showing where to get the cheapest beer got it plenty of consumer coverage, including in such London stalwarts as the London Evening Standard and Timeout. Altogether the online campaign got 690,000 views – it was also very cost effective, with only one staff member employed for the whole project.

Dow – Official Chemistry Company of the Olympic Games

What do you think of when you imagine corporate sponsors of the Olympics? More Nike and Coca Cola than one of the world’s largest industrial chemical companies?

With its global appeal to sports fans of all ages, the Olympics is the ideal consumer marketing vehicle, but Dow saw it as a chance to brings its own expertise to the world’s attention. An extensive web site and social media presence on LinkedIn and Twitter details how Dow uses partnerships with professional athletes, sports organizations and global sporting events like the Olympics to show how its solutions can benefit its customers and society at large. As official carbon partner of the International Olympic Committee, Dow is bringing its expertise to help reduce the carbon footprint of each Games, while helping other businesses and communities to do the same.

The company is using its social media feed presence to show how a chemical company can protect wildlife while also designing a better golf ball and help recycle sport shoes into new training facilities.

Overall, its’s got a much more B2C feel, looking at issues that consumers find important. Dow uses this campaign to connect with companies that want to partner with an industrial supplier that also knows how to connect with end users.


Expect the Unexpected

The best industrial B2B campaigns are breaking away from what’s expected and using the lessons from their B2C brethren – humour, quirkiness and a willingness to go beyond what’s expected.

Never forget that industrial buyers are also consumers and that they see a lot of consumer campaigns and respond to them, so there’s no reason why consumer campaign techniques can’t work in the B2B space. All it takes is a little bravery.

LinkedIn Lead Generation

Tips and Tricks to Getting the Best From LinkedIn

Increasingly, LinkedIn is becoming a media platform that brands and companies need to understand in order to get the best reach to their potential customers.

One of the things to understand is that LinkedIn requires a lot of time if you want to be effective, so it’s certainly not free media. However, if done correctly, it’s definitely worth the effort.

The first priority is to look at getting results from your personal LinkedIn profile or those of your executives. LinkedIn gives you a profile that is absolutely unique to you and offers a huge opportunity to increase your influence in your industry. It’s also a platform that everyone can see success with, not just senior people.

But the first thing many people ask is, how often should we be posting? There’s no easy answer, except to say it’s important to be relevant, rather than frequent. So, post as often as you’ve got something useful and interesting and valuable to say - typically we see people posting somewhere between a couple of times a week, to every two weeks in the B2B tech industry.

There is no best or right way to work with LinkedIn - it very much depends on what your company wants to achieve and the value you can add. Also, it’s about the audience you’re trying to reach and ensuring you reach that audience with content they care about.

When you share something on LinkedIn, it initially gets shared with your network, and then often will get shared with other individuals’ networks. A lot of people look at the algorithm and think, the more people in my network, the more likely people are engaged, the better it’s going to be for me. But actually, there is very little correlation between the number of connections you have and the average amount of engagement.

Some research suggests a slight negative correlation and certainly, once you get above 1000 individuals, there’s very little benefit in increasing your network size. And the reason for this is you’re then not sharing content with people who really know and care about you. This means that a smaller network of a few hundred can actually get those early engagements, which means you should focus on the quality of your network rather than its size.

Who posts what?

The other really important thing is, what are you actually going to post? This is where personas come in.

The first persona is a PR publisher, who simply shares content that looks good from a PR perspective. This is quite often news and announcements from their organization and sometimes information about their wider industry. This is actually a relatively low time and low effort approach, because all you’re doing is sharing content that may already be available.

It’s easy to dismiss this as just reshaping existing content, but actually, it’s incredibly valuable and is massively underestimated, particularly amongst sales teams. When you share content on your company page, it has a very limited reach - if you can get people within your organization, particularly the sales teams, to share with their contacts and networks, it can massively amplify the impact of your content. So, although the PR publisher is an easy and simple persona to be, it’s actually also incredibly valuable.

There are also lots of different personas that really build you as a brand, rather than simply as a channel to share information.

The first one is the storyteller. They will tell stories that could be very honest, maybe self-deprecating, or simply funny in order to engage people. This approach is also often coupled with some sort of clickbait headline. If you’re an organization that can openly talk about some of the challenges and mistakes you’ve made, and you like the story format, then this is a good persona to engage people.

The next one is the thought leader. For us, a thought leader is someone who researches ideas, so they may be looking at data or running experiments. They create their own ideas, and their own data therefore results in a valid opinion, backed up with solid research.

The thought leader is a great persona to be, particularly if you’re in a fast moving industry. However, it goes without saying that to generate real thought leadership on LinkedIn, you’ve got to generate new insights that other people haven’t shared previously. That requires a huge amount of work, including basic research to actually generate data that you can share.

In some industries, it’s a lot easier - if you offer an email platform, it’s very easy to research the length of subject headlines and the open rates. But if you make complex technology for large systems, it’s very hard to generate that research, and so produce your own thought leadership content.

Our next persona is the knowledge sharer, which is quite like the PR persona, except they share news about the industry, rather than about their organization. If you can share knowledge and information other people don’t have, it’s an incredibly effective way to become an influencer on LinkedIn without spending a huge amount of time producing your own content.

Choose your content

There are three sorts of content you can place on LinkedIn, other than your profile page.

The first is articles and any sensible length article about technology can be posted. Although articles are not favoured by the LinkedIn algorithm, and tend not to be pushed, they have a massive advantage as evergreen content, as they’ll stay associated with your profile; and because you’d typically write fewer articles, you’ll actually see those articles near the top and quite often on your homepage. We definitely recommend generating some articles to post on the platform.

Most of the content on LinkedIn is posts linking to your own or others’ content. Although you shouldn’t be too promotional, you can certainly share content that exists either on your company’s website, in the industry media, or perhaps from analysts - posts are a great way to share information with your audience and build that influence. LinkedIn does tend to prefer content that is on the LinkedIn platform, so just share one URL, don’t put multiple links in.

Also, video is clearly the most effective content today on LinkedIn, generating far more engagement than any text or image based content.

The last thing and something I think that is very important not to forget, is the engagement that you conduct on LinkedIn - the liking, sharing and commenting. We’ve found that people who engage with other people’s content, as well as promoting their own, are far more effective than people who simply push content out.

The last thing about content is to be creative. One of our clients posted a fabulously glossy page, talking about a new technology. In fact, this is their press release - they pulled out key quotes from the release and got some really striking imagery. It feels much more engaging, so if you’re looking to link back to content, look at how you can make that content more interesting and more engaging.

To sum up, if you engage other people’s content, they are much more likely to engage with yours. Also, being boring doesn’t work - be relevant, be interesting, and give the inside story of you. LinkedIn is a social media platform. It’s not a formal means of communication. Don’t be too fun and wacky but you can have fun within the context of your industry.

Boost your company image

Company pages have had a bit of a bad rap recently from LinkedIn. Lots of people think that the value of the company page has been diminished because LinkedIn is not promoting company posts as much as they’re promoting posts from individuals.

However, company pages are still very important, not only as an overview of your company, but also as a way to build your social presence. There are actually two sorts of pages you can create for your company. The first is the official page of the company, basically an overview of the whole organization.

The second is called a showcase page, and you can create ones that focus on a specific market, product, or group of products. The great thing about this is that you can use the company page to broadcast more general information about your organization, then use the showcase pages to narrow down and focus on specific audiences and tailor messages for people interested in specific areas of your business.

When you create the company page, and when you create the showcase page, it’s really important to make it easy to find and this is a simple, straightforward SEO job - it’s all about thinking what people would type into the search box so they get your company as a result.

It’s really important to test when you use LinkedIn, and you can do this on an individual personal page, but it’s much easier to see what’s working on a company page. You can test things like frequency, the topics of work and the formats very easily. PowerPoint and SlideShare presentations do very well, as do stories around your product or service rather than just talking about the products and service itself.

Another vital thing that should be on your to do list is to get employees, and particularly sales, to share comments and engage with your company content. When they do that, that content can to be seen by their network, as well as the people following your company page. It’s powerful, and pretty difficult, but if you can make your content really valuable to customers, it will help your team share, as well as giving a good impression of the company.

Company pages have something else that’s quite unique. LinkedIn will let you target posts, so you can showcase pages for each industry or country - you can send a post to people in marketing, engineering or purchasing.

There’s a big future in company pages, but it does need your staff to amplify the content you’re sharing to maximize impact.

Getting a better presence

There are a few ways you can help boost engagement and the first is customization. You can ask the audience what content they want to see, but perhaps even more effective is to look at the data and alter or update existing content to make it more relevant. Accessing data is not easy in LinkedIn but it is well worth the effort.

The next tip is thinking about your company page as a lead generation page, rather than simply an about us page. As well as having your complete profile, think about putting offers on the page. But also, think about what a customer would want to know when they find you, how to generate contact details and turn them into leads. LinkedIn ‘s Lead Gen forms will auto fill people’s details with the information on their LinkedIn profile - it can produce variable results, so we’d certainly recommend running some tests to see if it is useful for you.

Increasing engagement is all about doing something that’s a little bit different, maybe a how to post with tips in the title, a post that builds on some research you’ve done, or an infographic or video.

The next tip is to pay for promotion. LinkedIn is a business, designed to extract money from other businesses. It is incredibly good at targeting particular audiences very accurately and is probably the best account-based marketing platform we use in Europe. If you want to get organic success, we recommend a mix of payment combined with a focus on organic LinkedIn.

And don’t forget, LinkedIn is certainly less fun than Facebook, but it’s still social media, so it’s really important to create a social feeling. Make sure you respond to comments on your posts, which can create a lot of future engagement.

Be social, be friendly, and just go out and talk to people on LinkedIn. It’s a powerful tool that deserves to be a major part of your marketing mix.

If you want to find out more about how you can be successful on LinkedIn, check out our webinar 'Tips, Tricks and Best Practices for LinkedIn'. 

The Truth Behind Content Marketing

At Napier, one of the questions we often get from clients is whether content marketing is too good to be true? They ask because a lot of people promise all sorts of things from content marketing and yet, many clients find that the results are not as good as they hoped.

But first of all, what do we mean by content marketing?

One definition is that content marketing involves the creation and sharing of online material – so anything from videos, blogs to social media posts that doesn’t explicitly promote a brand but is intended to stimulate interest in that brand’s products or services.

A lot of this is about sharing the content rather than pushing it out. And it seems like a great approach, one where we can create materials that don’t have to be too salesy or promotional, and they’ll magically help sell our product.

Is this really the case? To try and answer this question, we can look at where people have done well or badly in content marketing.

The good…

Resolving problems or helping people do their job is key to good content marketing, but sometimes, it pays to take a risk and just be creative. A company called Midwich started promoting a QR code but didn’t say what it was - it just created some interest around the QR code, which actually led to their blog. So creativity can be a very important part of content marketing, but will only work if it’s valuable to the reader.

Some of the best examples of content marketing seek to create value for customers. An example here is one of the best known content marketing campaigns, Whiteboard Friday, created by Moz, who are in the rapidly changing search engine optimization market.

Moz identified the need for people to keep up with new information and understand what’s going on. Whiteboard Friday presents an ongoing training course, providing all you need to know about SEO and in the process, driving visits to their website. This is a great example of content marketing.

SEO actually provides a lot of great examples. Instead of providing content, like a video or a blog post to help people, you can provide free tools to take the donkey work out of SEO, helping people ultimately migrate through to using your paid offering.

Lastly, sometimes, content marketing is much more about creating the image for your brand. Dell, for example, worked with the Girl Scouts of America to promote STEM education. This raised Dell’s profile among many potential purchasers but also created a very positive view of the company.

Overall, there is no one particular recommended approach. Content marketing can offer a blog post, a video, or a tool that people use that has some software engineering behind it - it’s all about finding the right content for your customer.

… and the bad

There are also some examples of bad content marketing. Take MailChimp, which decided to offer video content in a channel called MailChimp Presents. The trouble was that people were inundated with content from MailChimp, and it was very hard to find what was relevant. The lesson here is that it’s not just about volume of content, it’s also very much about quality as well.

Content also needs to be honest and truthful. Step forward Intel, which launched the 11th generation of core processors, and unsurprisingly had a press release that talked about how amazing these products were - in fact, there were 18 separate references to ‘the world’s best’.

The problem was the small print, which said that Intel may have tweaked the performance test to make their processors look better than any other manufacturers’.

It could still be that those Intel microprocessors are the best for laptops. But with so many caveats you couldn’t really trust the claims.

The third example is the Tesla cybertruck event, featuring a super futuristic truck launched by Elon Musk and positioned as basically indestructible. Yet, as the demo staff found, throwing stones at the windows caused the glass to crack.

Was this a failure or did it raise the profile of the cybertruck? No doubt Tesla would have preferred that the rocks bounced off, and it probably did lead to questions about whether other claims about the product were true.

Who reads all that stuff anyway?

So, does content marketing work? The promise of content marketing, that you create the content, people then come and read the content and suddenly want to buy your product or your service, is fantastic.

But is this really true? Well no – by and large, people don’t read your content. A 2008 study concluded that typically visitors read only 20% of your webpage.

The first thing to say is when you create content, people are not going to read it if it’s written content, meaning you need to design your content for the people who don’t read the whole web page, the skimmers.

Also, when we look at internet traffic, just over a third is actually bot traffic, not humans, and many of these are trying to steal data.

As well as seeing traffic that’s not real humans, we also create content that’s not used - if you look on social media, research shows the majority of links have never been clicked. So there’s lots of reasons not to feel optimistic about content marketing.

But actually, sometimes it does work. At Napier, we’ve had phone calls from prospective companies based purely on them reading our newsletter. So, content marketing does sometimes work, but actually generating high volumes of content is not the goal.

The keys are quality and variety - it’s not all about white papers, though they tend to be the favorite content marketing tool. And if you create content that will help potential customers, then ultimately, you should be driving new customers through your content. And if you’re measuring customers, and not volume of content, you’re then able to look at whether you’re getting a return on investment, and that really is important.

Content that works

So how do we create content that really works?

You’ve got to produce something that is relevant for the people you’re trying to address, your audience or your personas - they’ve got to see it at the right time, they’ve got to be interested in it.

You need to think about everything from your customer’s point of view. For example, we have a persona we call new technology Nicola, who is very keen on applying martech to their campaigns and is typically very digitally orientated. They’re very driven by metrics, so creating content for them is very straightforward.

That persona would be very different from a persona, perhaps of a PR manager, who would be much more worried about brand, much less worried about stats, and really concerned about things like messaging. So, the content for these two people would be very different.

You also need to make sure you deliver the content at the right time. And the only way to do that is by mapping your customer journey - if we’re trying to reach someone who already knows us and is actively looking for a PR agency, we need to find very different content to someone who does all their PR in house.

Whether you can capture sales depends on where the customer is in the journey. So, it’s not just the content you create, but also the metrics that need to change depending on what point in the customer journey you’re targeting.

One of the best sources of content to help people learn things is YouTube. YouTube is actually the second biggest search engine after Google, so producing content for this outlet can reach a lot of people.

You can also help people do things that are inherently complex by providing tools, such as one to estimate the life of a battery in hours or estimate the power consumption of various combinations of sensors and microprocessors.

On the Napier website our highest traffic page is one that lets you create SMART goals from simply filling in some boxes. Creating calculators is a massively underestimated tool in content marketing.

A selector guide is a similar idea. One of our clients had an idea to help people new to using artificial intelligence. As well as information on AI itself, they’d also need to know how to use the available products, so we worked with the client to combine both aspects.

The resulting tool allows people to put in the application, what sensors they’re using and how they’re connecting to share the data - the selector guide provides not only the best boards to use with the project, but will also advice on how to use the boards or use Alexa as your voice recognition system.

So, there’s lots of ways we can create good content. And ultimately, it’s about trust - if your audience trust you, then absolutely, your content will be viewed.

Earlier, we said that content marketing was about pre-creating content that doesn’t directly sell, so eliminating that kind of sales pitch is really important. Also, make sure you are writing for people, not search engines - even though SEO is important, the content must work for people first. And finally, it’s about content marketing, not content production – when people focus on volume, almost always the quality falls.

Tips for top content

The first tip shouldn’t be a surprise - put yourself in the customer’s shoes. You’ve got to think about personas, you’ve got to think about the customer journey and you’ve got to create the content that customers want.

And most importantly, please don’t create content you want - quite often, you’ll find your customer doesn’t care because they’re not ready, or they don’t need that information.

The next thing to do is think about return on investment. Whenever you’re creating content, you need to understand what you want that content to achieve, and how much that goal is worth to you. It could be generating new leads, where you might compare the value of a lead with the cost of going to a trade show. You might look at potential conversion rates, moving people to becoming customers, and how much they’re likely to spend.

Perhaps the best tip is that titles are really key. Most people only read 20% of your article and in fact, a lot of people will only read the headline. HubSpot found that the single biggest factor in driving the take up of ebooks was the title - the content and the layout of a landing page was much less important than the actual title of the book.

Format also really matters. Take a number of white papers, put them together, call it an ebook, and I guarantee that you will have a higher signup rate than for any of the white papers. We find that people are very keen to sign up for ebooks that offer a comprehensive guide.

Looking back at Moz with its whiteboard Fridays, it’s really all about the video, in particular the consistent format. We would strongly recommend experimenting with formats to find the right one for your content.

We mentioned that people aren’t going to read all your article, so you need to write something where the length reflects what the reader wants - you’ve got to help people find what’s important. A Table of Contents is becoming more important for longer and more complex web pages and blog posts - it’s also helpful for SEO.

Our final tip is to be brave. Some of our best content marketing results have been achieved by content that is much more playful than normal content. This ranges from a client that talked about customer service in large enterprises, and related it to their local cheese shop, to content that talks about what supercomputing experts can learn from England football managers.

Thinking outside what you normally do, and being prepared to have a bit more fun and enjoy content a bit more, is a really good idea, so we’d strongly recommend being a little bit brave and trying things that maybe appear to be a little different or a little risky.

Above all, keep in mind that it’s the customer that counts – build your content around what they require and you will start to get the results you need.


If you want to find out more about how you can be successful with content marketing, check out our webinar 'Is Content Marketing too Good to be True?'.

The Seven Key Things We Learned From Litmus’ State of Email Report

With its familiarity and ease of use, e-mail is a powerful communications tool, one that marketers have used to their advantage. But how is it changing – are users opening more or fewer marketing e-mails, or using different platforms? How has the pandemic affected e-mail’s prospects?

These are the questions addressed by Litmus’ State of Email Engagement Report 2020, a handy guide to the state of play in marketing emails.

Here we take a look at the findings and get some tips on how to improve the success of marketing emails.

Where does your audience open e-mails?

It’s vital to know where your potential customers open your e-mails. Is it on a mobile, or perhaps on a desktop? The clients they use can also affect your strategy – for example, if many of your customers use Outlook, you may want to rethink your e-mail design to reflect this.

Litmus found that the top email clients are Apple iPhone and G-Mail, with each battling it out around the 33% mark. Also, webmail has trumped mobile for the top spot for where to open, most likely due to the pandemic.

The report recommends analyzing your customers’ use of email clients and optimizing your testing and design to reflect this. If people are moving away from mobile email, design should again reflect this but ensure your email can be easily read across all devices.

When are emails opened?

To maximize their chances of being read, it is vital to know when your audience is likely to open the e-mails you send them – and this differs with each country.

For example, the report found that, in the US, 21% of all opens happen between 9 am and noon, the same as last year, whereas in the UK, there has been a distinct shift in opening times from the second to the third quarter, from 11 am to 9 am.

Litmus suggests there is no magic opening time that should govern your send schedule – instead, look at the demographics and time zones and send out test emails based on their location. If you are seeking to grow in a particular region, it may be best to start your testing there.

How do subscribers engage with your e-mails?

How many people open your e-mail is an important data point but it’s also essential to know other things about how your audience engages with your e-mails.

For example, do you know how much time they spend reading your e-mail? This could govern how long they should be.

The report found that the time spent reading an e-mail is down 12% from two years ago and now averages only 11.82 seconds. Litmus suggests keeping an eye on how your reading time compares with the global average.

Despite mobile being a less popular medium for reading emails, when people do engage with them in this way, they now spend an extra 1.33 seconds reading them then they did at the beginning of 2020. To boost the chance of an e-mail actually being read, Litmus suggests introducing fun elements like quizzes to keep peoples’ attention.

Printing e-mails can be a good indicator of how people are engaging with your offers – for example, some offers may require printing out a physical coupon. The average print rate has gone down by 40%, with only one print for every 568 opens, most probably due to the pandemic. Knowing who printed your e-mail will determine how you follow up with reminders on time limited offers.

As forwarding rates are higher, with 1 forward for every 277 opens, tracking forward rates is a good way to assess which e-mails are likely to go viral and extend the impact of your offers.


It’s clear that knowing more about how, where and when emails are opened is a great basis for maximizing the effect of this powerful tool. To download and read the full report yourself, please click here.



An In-Depth Look into the Truth about Artificial Intelligence in Marketing

As with many other aspects of industry and commerce, Artificial Intelligence, or AI, is having a huge effect on marketing, bringing exciting new tools to bear on the task of promoting goods and services to varied markets. There has been a huge increase in the numbers of companies offering marketing technology. Many claim to use AI, but how many of them actually do so?

To get the real picture, we first need to be clear what AI is. One of the major characteristics of an AI solution is its use of algorithms, which could be formulae or logical decision trees - basically, a fixed set of rules to actually optimise a campaign or to do something else as part of your B2B marketing activities. The key thing about these algorithms is they’re programmed by a human and will typically have very limited ability to develop or learn.

The other side of AI is machine learning or neural networks, which is essentially computers understanding the world, and then trying to apply rules based on that understanding. The key thing about machine learning is you need to train the computer with various data sets. But once you’ve done that, the computer can do things and have insights that a human may not have, making it the most exciting part of AI.

AI can also be narrow or general - narrow AI tends to be focused around trying to achieve a particular outcome, or perform a particular activity, whereas general AI is basically the intelligent computer HAL from the film ‘2001’.

When we look at AI for B2B marketing, we’ll be focusing on narrow AI, so our definition is a computer algorithm that can learn from data to produce insights and recommendations specific to the brand or campaign. To add value, the algorithm must learn and can’t simply be a preprogrammed set of rows.

And if it’s learning from the activities for a particular brand or campaign, it should then be able to produce recommendations that are uniquely beneficial to that brand, or that campaign.

The challenges of machine learning

We need to ask if there has been a huge impact from machine learning on B2B marketing.

The CMO survey for 2019 shows that almost 60% of the respondents say they’re using AI today, although its main uses are in personalization of content, and predictive analytics, both of which tend to be algorithmic type applications. In these, the computer might be delivering different content, to different personas, but it’s based on a set of rules – not machine learning.

This means that the bar is not very high for using AI in marketing, as predictive analytics can be as simple as lead scoring algorithms. So, at the very simple level, everybody can start using AI.

If we look at some simple examples of AI in marketing, the first to consider is content creation. One of the most common uses is email subject line generators. These tend to use a very basic approach where a stock phrase is put in front of a benefit. This is not a bad way to generate ideas for a subject line, but it will be sometime before we get AI writing with the same degree of verve as a human copywriter.

Content personalization is offered by many tools, with most of them based on simple fixed rules. The most important thing here is the insights used to personalize the content, which are generated by humans - a human works out why one persona needs a particular message, and another persona needs a different message or a message phrased in a different way. So, it’s very different from something that’s truly intelligent, making it a great way to get into AI.

However, we’re still some way from computers actually running your marketing campaign and typically, most people are not using machine learning tools.

So, why don’t computers learn? Well, it’s actually quite hard to train a computer, requiring a neural network and a training set. There is also no easy answer to how much data you need, but typically, it’s thousands of data points and you may not have thousands of email subject lines you can compare to find out which will be most effective.

Although computers are pretty slow learners, they’re much less likely to jump to incorrect assumptions than humans. People may assume that the email with the highest percentage open rate must be performing better, whereas, taking into account randomness and long term performance, the AI solution will come to a more considered conclusion. But, still, computers are very slow learners, making it hard to take advantage of machine learning.

AI can be basic but very effective

There are actually fairly few applications of AI that really make a difference in marketing.

In AI for B2B, they really fall into three key areas around marketing itself. One is look-a-likes - if I know this particular profile of customer is a good customer, then find me similar people who might well be good customers.

You can use AI to predict intent, which can be as simple as lead scoring, or it can be a much more complex algorithm that learns who’s likely to buy which product.

Performance prediction is being able to assess whether a particular campaign is likely to perform well. These three areas of AI are all things that you can actually use now that will use machine learning and help you with your campaigns. But as you can see, they’re fairly small elements of the overall campaign and there’s some way to go before AI takes over a whole campaign.

Although things like look-a-like audiences or predicting intent are probably the least exciting forms of AI, they give the most benefits.

Pay per click advertising often uses AI, so if you’re using Google ads, you might be using smart bidding, which will basically determine how much you pay for an ad, using an AI.

Chatbots are growing because a lot of inquiries on a website can be dealt with fairly simple automation, but what is really needed is some intelligence to process the different ways people can ask questions.

By the end of 2021 about 40% of companies will adopt voice technology, creating things like Alexa. This does all the difficult work of understanding what the user is asking, so it’s very easy to generate these chatbots and generate voice skills.

Another application is image recognition. The huge data sets available for images make it relatively easy to train AIs to understand images, not only what’s in the image, but also to understand things like colour, and even the emotions of people in the picture.

One of the biggest is Google Cloud Vision API. This lets you send images to Google, which processes them and sends back information about them. A great example of this would be our client Censhare. They have a digital asset management system and they will automatically add more information, more tagging, and more data about an image using the Google Cloud Vision API.

Designed for marketing

But what you really want to know is, are there actually AI applications that truly optimize marketing activities, above and beyond the more generic ones? Well, yes, there are, including several designed to help you find and target the best accounts.

Once you’ve got an account list, you can use a tool like Bombora, which will identify things that drive sales, such as if they hire new people, if they announced new sales, if they perhaps are a startup, or getting new funding.

There’s also automated account discovery. With Terminus, you provide a list of accounts that you want to target, and the system then identifies similar accounts.

Then there’s digital behaviour analysis. This takes what Bombora is doing and looks at some of the contacts you’re targeting, trying to build a picture of the company and the contacts and assess the right time to approach that particular customer.

Another aspect is personalizing content. Power Factory tries to serve content so people visiting your website get the right content at the right time. You can track things like the time spent engaging on each part of the content and see if it resulted in a sale, so you can get a lot more information than just offering a PDF.

Persado discovers which phrases resonate with your audience, so you can use the phrases that work the best - pure AI powered copywriting. And then there are also products that actually identify content, such as which finds related content for your newsletters.

Still, generating natural language is not easy. I think our copywriters can relax, because it’s unlikely we’re going to see them put out of business - maybe product descriptions could be written with AI in the very near future, but long form copywriting will still be written by humans for the foreseeable future.

There are also a number of AI assistants that aim to follow up contacts you might meet at a trade show, for example - they’ll send emails that appear to be from real people, following up and trying to get someone to respond. You can get into this with a free trial with products like Conversica. The interaction is pretty limited, but it’s not a bad solution if you just want something that’s going to automatically send follow up emails.

The next area is understanding engagement, looking at how and when people engage with the content, and ultimately aiming to provide smart personalization. Again, it’s not necessarily generating the content that people are going to engage with, but it’s certainly going to help you serve the right information at the right time to visitors.

Optimizing the time to send emails as well as the frequency is another thing that AI can help with. It’s really difficult to optimize this and it requires machines to sit there and look at what works and what doesn’t - Seventh Sense is a well-known product that aims to detect and act on engagement with email.

Go your own way

We’ve talked a lot about different products that use AI, but what about creating your own? Actually, you can. If you’ve got custom data and you want to find out why one particular project is more likely to convert than another, you might choose to build your own AI rather than buying something off the shelf.

And you probably only need a relatively small number of lines of code to do that sort of analysis, although you need a data scientist to write them – you will also need a lot of data.

AI is going to help us more, particularly with image and voice recognition and natural language processing for chatbots - if you’re not using those technologies for your digital asset management, or to create chatbots, now’s the time to start thinking about it.

Campaign optimization is an area that really is about to hit primetime - you might not want to deploy it today, as it’s still expensive, but in the next few years, we’ll see a lot more people using it, particularly in terms of dynamically serving content on the website, to drive people through their customer journey.

AIs are also going to be able to give indications of performance, whether you’re likely to win a particular design opportunity, or whether your lead is a high or a low score for example.

Top tips

So finally, how can we take advantage of AI? The first thing is, don’t feel left behind. The actual use of AI is pretty straightforward, so you can get on board very quickly without needing to invest a lot.

I would certainly experiment with simple AI - probably the easiest way to do this is with Google ads. Sometimes we see great results, sometimes not but certainly experiment with AI and try to understand how to get the best out of it.

Keeping up to date is very important, to follow what’s going on and try to understand who the new vendors are in the market. Build your data sets - the more data you can build now, the more you’ll be able to use AI as those machine learning tools come on board.

And your agency should understand AI. It is going to replace everything that they do, but an agency that uses AI is going to be a more efficient agency.

Although few organizations are really using heavyweight marketing AI, there are real applications that can be delivered with very reasonable budgets - get on board now and start understanding how AI can benefit you.


If you want to find out more about AI in Marketing, who not check out our Uncovering the Truth about Artificial Intelligence in Marketing webinar.


The Electronics Industry Awards 2021 Now Open for Entries

After a virtual event in 2020, the Electronics Industry Awards are set for a fully live event this year, with the award ceremony taking place on Thursday 21st October.

Now in its fourth year, the Electronics Industry Awards have established themselves as a key awards event for the electronics sector, with entries now open for the 2021 categories.

With a total of 18 awards up for grabs, companies have until Friday 2nd April 2021 to submit their entries. Industry professionals will be provided with the chance to vote for the shortlisted people, products and companies that they feel deserve to be recognised for their contributions to the industry. Professionals from the sector will have the opportunity to vote in the product, business and individual categories, with the product and individual categories also being scored by a panel of expert judges.

We wish everyone entering the best of luck, and we look forward to attending the event in person.

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

Manufacturing Engineers Asked for their Vision of the Future

A new survey launched by the IET and IMechE asks manufacturing engineers how their discipline can help meet the challenges of our increasingly urban future.

Looking at the five major challenges that our civilization faces – transport, energy, food, health and the circular economy (recycling) – the Future Manufacturing Engineers survey asks which aspects engineers are interested in, how they expect their knowledge and skills to change over the next few years and how manufacturing engineers can contribute to meeting these challenges.

At Napier, we are passionate about knowing how to talk to engineers, and with the aim of the survey to collect data on how manufacturing engineers can help build a successful, and sustainable future for themselves, their employers and the industries they work in; we are looking forward to seeing the insights the data provides.

The short survey takes only a few minutes to answer online, and manufacturing engineers can take part, by clicking here. 

Talking Industry Returns With Six New Events for 2021

Following its encouraging reception last year, DFA Media's Talking Industry series is to return with six new topical online discussions for 2021.

Taking the form of a Zoom panel hosted by Andy Pye of DFA Media, Talking Industry brings together up to five experts from engineering, automation and manufacturing to discuss the major issues and opportunities of the day.

At each 75 minute event, the panel draws on their expertise to discuss up to three key elements of the topic, with the webinar audience able to feed questions and comments into the chat. The online sessions are recorded and available on DFA Media’s social media channels.

The current schedule sees six events planned from January to November, with the opportunity for additional events to be scheduled if there is enough demand:

  • 10am UK, Tue Jan 12 2021 - Industrial Networks, IIOT and Communications
  • 10am UK, Tue Mar 9 2021 - Plant Safety and Security
  • 10am UK, Tue May 11 2021 - Robotics & Advanced Automation
  • 10am UK, Tue Jul 13 2021 - Maintenance 4.0
  • 10am UK, Tue Sep 14 2021 - Digital Transformation in the UK
  • 10am UK, Tue Nov 9 2021 - 3D printing/Additive Manufacturing

Chair Andy Pye says: “It has been really exciting to be in at the ground floor of this new venture into digital publishing. We came up with the idea during the first pandemic lockdown, as a way of communicating with our readers, at a time when many of us could not network in any other way. Chairing Talking Industry sessions is great fun, with a lot of improvisation around a basic theme.

“Of course, it is just one way of communicating digitally with our audience, and during 2021 we expect to explore some other exciting opportunities under the Talking Industry brand.”

Here at Napier, we think it's great to see more of these innovative discussions, which help to bring the industry together and maintain the momentum of new developments during a difficult time.

For further details on the discussion subjects and how you can register, please click here.

Drives and Controls Postponed to 2022

The Drives & Controls Exhibition will now take place from 5th - 7th April 2022, alongside the MACH Exhibition. The reschedule also applies to the co-located events - Fluid Power & Systems, Air-Tech, Plant & Asset Management and Smart Industry Expo.

We reported on the original postponement, which saw the show slip to January next year. However, with the continued uncertainty about physical events and when they may be allowed again has led the organizers, DFA Media, to make the decision to postpone to 2022.

Announcing the reschedule, DFA’s event director Ian Atkinson said: “The health and wellbeing of all our exhibitors, contractors and visitors (many of whom face travel restrictions) has to be our top priority. Therefore, as a consequence of the continued global situation, the social distancing restrictions and the requirements of our exhibitors, we have taken the decision to postpone the events until April 2022.”

Although it's sad to see that Drives and Controls won't go ahead in January, it's clear to see this has been a hard decision for DFA Media and that this move will allow them to host what we are sure will be an outstanding exhibition in 2022.

eeNews Europe to go Fully Digital in 2021

Both eeNews Europe and Microwave Engineering Europe will cease print production and be digital only from January 2021. The move comes in response to falling advertising revenues in print media, caused by the COVID-19 pandemic and the continued shift of advertising to online media.

These factors, combined with rising distribution costs, have made it impossible for eeNews Europe to achieve positive operational margins. Yet there is a major upside to the news, with a greater concentration on digital bringing the chance to offer new content and services.

Publisher Andre Rousselot says: “Over the years, eeNews has built a very strong portfolio of websites including vertical sites in all major fields of electronics including analog, automotive, embedded, power management, and wireless. Going fully digital will allow us to focus on accelerating the expansion of our online audience, and offer additional new services such as sponsored content, on-demand webinars, sponsored newsletters, and videos".

With the impact of COVID-19 starting to show and the looming threat of Brexit, it's great to see publishers saving money by fully embracing digital, especially for publications like eeNews which has a chance to further capitalize on its already popular websites.

The company’s French language publication ECI will continue in print offering newsletters, sponsored media and video.


electronica 2020 is virtual

Packed program for Power Electronics Forum at Virtual electronica 2020

With electronica 2020 going purely virtual this year, Aspencore will be running the Embedded Forum and the Power Electronics Forum with a variety of online presentations from 9th-12th November 2020.

A full conference program will run on all four days across both forums, with presentations showing the latest technology and market trends, as well as new products, strategies, applications and related topics.

In the Power Electronics Forum, each day will have its own theme, kicking off with Power Management on Monday 9th November, followed by Power Supplies, Power Semiconductors & Components and finishing up with Energy Storage on Thursday 12th.

Subjects expected to be covered include wide band gap semiconductors, renewable energies, smart grids and motion control.

The Embedded Forum will also cover the hottest topics in the industry, from edge intelligence to security and the Internet of Things. The pre-recorded presentations will be up to 40 minutes long, with a Q&A session depending on length.

With these forums only marking two of the forum programs expected at virtual electronica, and as more information is revealed about what exhibitors and visitors can expect, we are looking forward to seeing how the industry responds and whether this virtual trade show format will be a success.

For further information on what to expect from electronica virtual, please click here. 

Industry Tech Days 2020 Attracts 24,000 Virtual Visitors

EETech Media’s inaugural Industry Tech Days beat the virus to attract over 24,000 attendees from countries around the globe. As the industry’s largest virtual event to date, visitors could view and access five keynotes, 50 live sessions, and over 300 pages of whitepapers, videos, and new product briefs via EETech's flagship site All About Circuits. 

The global audience of electrical engineers and electronics industry experts could visit 38 booths from over 30 leading companies over the five-day event.

Bob Dumas, Global Sales Director of EETech Media, says: “This turnout far exceeds the current records for attendance at virtual electronics industry events. We couldn’t have done this without our incredible staff and of course the members of our community.”

It’s encouraging to see that so many people visited the show and with an impressive number of 24,000 unique visitors, EETech has certainly proved that virtual events can be a huge success.

Industry Tech Days 2021 will run from Monday 13th to Friday 17th September.



Next WNIE Open House Goes Live on October 5th

The next Open House event from What’s New in Electronics (WNIE) goes live on October 5th, giving companies another chance to promote their latest products, services and innovations for the electronics industry.

Designed to beat the restrictions of the pandemic, each fortnightly virtual showcase gives up to six companies the chance to provide press releases, video, webinars or technical papers.

Content is shared from the Monday ‘live date’ to the following Tuesday, ready for the next promotion of the following event.

Companies can choose when to go live within this time and the slot is then promoted to the WNIE database through weekly newsletters, daily social media feeds and dedicated e-shots. Even after the event date, content is archived and can still be accessed by site visitors at

We wrote about the first Open House back in June and it’s good to see that WNIE is continuing to offer this valuable channel to help companies in these difficult times.

For further details,  please view the website or email

Munich Power Electronics Conference Goes Virtual

There is good news for specialists in Wide Band Gap devices with the announcement that the Power Electronics Conference will this year be held online.

Organized by Aspencore in cooperation with Bodo’s Power Systems, the two-day event takes place on the 8th and 9th December 2020. The event will feature a virtual conference and exhibition and give virtual visitors the chance to live chat, both with presenters and exhibiting companies at their booths.

The event will show why power electronics is moving towards using new materials that bring dramatic improvements in efficiency and reduced size and weight. Although the focus is on silicon carbide and gallium nitride, it will also cover topics such as driver boards, passives, simulation and measurement.

The conference is live on both days from 13:30 -18:00 (Paris time), and the Exhibition opens on December 8th at 12:00 (Paris time) and will be open during the whole event.

Here at Napier, we think it's great that the Power Electronics Conference can still go ahead, and we look forward to hearing what we are sure will be positive feedback from the industry.

EMC Directory Now Online

Companies looking for EMC testing can now find everything they need in one place, with the new EMC Directory, which is the largest directory of EMC/EMI testing companies on the Internet.

Joining the same network as everythingRF and GoPhotonics, the EMC directory offers a database of over 350 companies from around the globe and is searchable by country, services, industries served and standards they work to.

To view and explore the directory yourself, please click here. 


PowerPulse Joins the EETech Stable

EETech Media has confirmed the acquisition of, helping EETech become the premier publication for power-focused content. The acquisition means PowerPulse will be fully integrated with EE Power and its Resistor and Capacitor Guide websites.

The PowerPulse weekly newsletter for subscribers is scheduled to be replaced by a daily version by the end of 2020; and the acquisition has led to a 140% increase in traffic, with users benefiting from the latest information on power-related subjects, through technical articles, product release announcements and market insights. EE Power currently has 200,000 page views per month, with 150,000 unique visitors.

This is certainly an exciting move for EETech as the acquisition allows them to expand their network and concentrate on providing power-focused content for the industry. We look forward to seeing the direction the publication takes, and the great pieces of content we are sure will feature in the newsletter.

Simple Online Form Makes Sourcing Components Easy

A new free online service will help companies trying to source electronic components for new products.

Launched by MMG Publishing, the publishers of Electronics Sourcing magazine, Component Sourcing gives purchasers a quick and easy way to get quotes on pricing and availability for their component Bill of Materials (BoM).

Using the simple form on the website, buyers can simply upload their BoM files and get rapid responses back to their inbox from selected companies in the Electronics Sourcing database.

Alternatively, buyers can enter the part number, quantity and preferred manufacturer of the components they are looking for.

At Napier, we think it's great that MMG Publishing has produced a platform that can help companies source electronic components.  Although the website is simple, MMG Publishing is able to add value due to its ability to drive relevant traffic and customers to the site.

For further information, please visit the website. 


BEEAs Extends Entry Deadline to November

The British Engineering Excellence Awards (BEEAs) has extended the deadline for entries to midnight on Friday 13th November.

Submissions can be entered into any of 11 categories, including Start-Up and Design Engineer of the Year. Entries will be assessed by an independent panel of judges drawn from a cross-section of electronic and engineering design disciplines. 

The BEEAs has been providing a place for celebration of the most innovative design engineers in the UK since 2009. Paul Fanning, Editorial Director, Mark Allen Business, says: “The awards provide a showcase for and celebration of the most innovative design engineers in the UK. Hundreds of engineers, firms and teams have been recognised over these years.”

The extended deadline certainly reflects the uncertainty of the COVID situation, with the awards event now taking place on Friday 26th March 2021 at the Landmark Hotel, London. At Napier, we are pleased to see the awards will still be going ahead, and looking forward to celebrating some of the most innovative design engineers in the UK next year. 

To submit an entry, register here and complete the online submission process.

SPS 2020 Moves to a Virtual Event

In an unsurprising move, SPS 2020 has moved from a real to a virtual event.

As the leading event for Smart Production Solutions, organizers Mesago Messe Frankfurt felt the show could not proceed as planned under current hygiene and social distancing regulations.

“SPS is characterized by intensive technical discussions and the exchange between exhibitors and visitors. Unfortunately, we currently hardly see any possibility of making this possible on-site in the usual way,” said Sylke Schulz-Metzner, Vice President SPS.

The virtual SPS Connect event will take place from November 24th to 26th 2020. The focus will be on connecting exhibitors and visitors, manufacturers and users, as well as a varied program of lectures on current industry topics.

With the help of AI, SPS Connect will offer access to an innovative form of matchmaking that will allow exhibitors and professional attendees to engage in in-depth discussions about the latest developments and trends in automation technology. The platform will also remain available after the event.

The event program will include product presentations from exhibitors, keynotes, expert talks, and podium discussions related to politics, business, and industry. These will be followed by live Q&A sessions that will give attendees the chance to join the conversation and pose their questions directly to the speakers.

For more information and to discover how you can attend, please click here. 

Hannover Messe Goes Digital to Beat COVID

With the world’s largest trade show cancelled because of the pandemic, organizers of Hannover Messe took the event online to ensure it could still showcase the latest innovations. Taking place from 14-15 July, Hannover Messe Digital Days was judged a great success, attracting 10,000 registered participants and 50,000 views.

A comprehensive program of presentations and panel discussions saw participation from 200 speakers and 100 companies. With a focus on Industrial Transformation, the event brought together all the latest topics in the industry, including Industry 4.0, artificial intelligence, 5G, and smart logistics.

There was also a distinct theme of how we innovate to deal with the ‘new normal’, with several presentations looking at subjects such as decentralized working, design and simulation from the home office, business continuity in a time of crisis and the future of work itself.

One of the messages of the event was that COVID-19 was accelerating digitalization in industry and that agile working will become ever more important.

There was also a ‘WomenPower’ stream, with numerous presentations and discussions looking at how women could build their careers and make their presence felt in technology industries.

Dr. Jochen Köckler, Chairman of the Board of Management of Deutsche Messe AG, says: “We made history with the HANNOVER MESSE Digital Days, demonstrating impressively that we can also organize digital events. For us as a trade fair organizer, this is an important step forward towards hybrid events. With our high level of trade fair expertise, our digital know-how and our content-related expertise, we are ideally prepared for a fresh start after the crisis.

“In the future, we will digitally extend the content of HANNOVER MESSE or address individual trends or topics with digital formats. The content of the Digital Days will continue to be available online and promote networking between companies and visitors.”

All presentation content is available online at


Food Industry Events Rescheduled to March

With COVID still very much with us, it’s unsurprising that two more industry events have been postponed. Originally scheduled for October 2020, the Appetite for Engineering event and the Food Processing Awards have both been rescheduled for 31st March 2021, joining a long list of similar events.

Postponement rather than outright cancellation will allow delegates to benefit from the event while remaining safe. According to Trevor Southerden, event manager for Appetite for Engineering: “We have taken this step following consultation with our stakeholders - we believe it is the best course of action due to the ongoing disruption caused by the Covid-19 pandemic.”

“This new date will allow us to provide the best possible environment for both delegates and sponsors to network and share learnings and insights, in a safe and secure manner.”

The deadline for entries for the Food Processing Awards has been extended to 30 September 2020, with the winners to be announced at an awards dinner on the evening of 31 March 2021.

“We believe that moving the date of the event will allow our finalists and attendees to enjoy all the benefits of taking part in the event and celebrating their success in front of their peers and colleagues,” adds Southerden.

As well as the postponed 2020 events, both 2021 events will also take place as scheduled next year, in October 2021.

A Day in the Life of a Copywriter

As part of our ‘day in the life’ blog series, Kevin Tasker, Copywriter at Napier provides insight into how he joined Armitage, (now Napier) and the activities and responsibilities of his role. 

For me, the lockdown hasn’t been such a wrench – over the years, I had become well accustomed to the 10-second commute and at the end of the day, switching off the machine and already being home. Back then, working from home, or WFH as it’s now known, wasn’t so common.

How I came to start my role at Napier was also a little unusual. After completing my engineering degree, I graduated with impeccable timing in the middle of a recession. Time to think again – I had always enjoyed writing and decided to give it a go professionally.

I spent a week volunteering at the local newspaper, attending the magistrates’ court and interviewing people about lost cats. Spells at an agency in Covent Garden and for a market research company helped put me on the right path and in what seemed like no time at all, I found myself working for Beddington’s leading media relations agency.

In my time at the company, I have written a huge variety of things, at very different lengths – from captions and headlines, to major feature stories, video scripts, web sites, brochures and white papers. Particularly case studies – lots and lots of case studies.

And subjects? I probably know more about sewerage than is good for the average person but I have also written about robots, 5G networks, laser targeting pods for combat aircraft and the prospects for pilotless airliners – and not forgetting Mrs. Smith’s new bathroom, as installed by a water utility client.

A typical day might find me starting off by completing a press release about a new robot, then editing a blog on communications for emergency crews for the likes of Nokia or Airbus. I might then take a brief for a case study on how our client has improved a website for one of its customers, then do some research for a major new white paper intended to help place a client as a leader in its industry.

My engineering background has certainly stood me in good stead for the more technical aspects of our clients’ business – an ability to find your way around terms like power factor, PID control and dBm is a definite plus.

Then there are the more business aspects and I have needed to develop an appreciation of customer experience management, marketing platforms and NSP scores.

With more clients now than ever before, I am doing a lot more varied work and really enjoying contributing to the success of the company.