MMG Publishing Launches The Electronic Component Show

MMG Publishing has announced the launch of the Electronic Component Show (ECS), which will take place on the 14th May 2020, hosted at the Double Tree Hilton Hotel, Stadium MK in Milton Keynes.

Supported by Electronics Sourcing and eBOM, the event brings design engineers & purchasing professionals together with component manufacturers & distributors for a one day, table top exhibition and dual seminar program.

Mark Leary, Managing Director of MMG Publishing, says “We have identified the need for a one day table top exhibition & seminar program specifically for the UK electronics design engineers and procurement professionals. The blue print for ECS is to provide visitors with a productive and beneficial day at the show discovering the latest components, technologies and innovations available to them.”

The dual seminar program will run simultaneously, offering seminars for design engineers and component purchasers which will discuss current topics, challenges facing the industry and what the future holds. The event will also offer visitors and exhibitors the opportunity to network with customers and suppliers, meet new contacts and boost visibility within the industry.

For more information on how you can attend or exhibit at ECS, please click here.


Electronic Specifier Conducts 2019 European Engineer and Supplier Interface Study

Electronic Specifier has announced that it will be conducting a European Engineer and Supplier Interface Study for 2019. With the aim to understand the relationship between engineers and suppliers, the purpose of the study is to explore ways in which suppliers can effectively serve people.

Participants can offer insight into topics such as: preferences when researching information, purchasing influences, interactions with suppliers, preferred distributor channels, and sources for purchasing specific products.

All participants will be enrolled in a prize draw for the chance to win a £150 Amazon voucher. To take part in the survey, please click here.


The Official Daily Newspaper for Productronica 2019: Providing Maximum Advertising Success

Since 2007, Messe Munchen, organisers of Productronica, have partnered with Weka Fachmedien to publish a daily show newspaper. With 40,000 copies available for professional visitors and exhibitors, a special editorial team work hard to keep readers updated every day of the show.

If you're attending Productronica this year, don't forget to grab yourself a copy!


IKTEM Conference Announced for 2019

The IKTEM conference, an international development event for ICT, electronics and mechatronics development engineers, has been announced for 2019. Organized by AX elektronika, publisher of both Svet elektronike magazine and Svet mehatronike magazine, the event will take place 30th to 31st May 2019 at the beautiful ski resort of Rogla, Hotel Planja.

The two-day event offers several exciting sessions and workshops, with the first day of presentations concluding with the announcement of the winners for the Summer Sledge competition, who will receive a free weekend stay at the Rogla Hotel for two people.

Hands-on-workshops will include Quectel development boards and free NB IoT SIM cards that will be live and valid for six months after the conference. This will enable participants to test their NB IoT designs at their offices and will be the first time in Slovenia that NB IoT gateways will be live and open to many users across the country.

The conference will also cover hot topics such as:

  • Introduction to BLE-Bluetooth Low Energy line-up
  • Test solutions for the Internet of Things
  • 3D printing
  • Automated testing of electronics devices with a help of modular platform NI PXI

For more information regarding IKTEM and how you can register please click here.


Wireless Congress - Call for Papers 2019

Wireless Congress 2019 has officially launched its Call for Papers. Taking place between 22-23rd October in Munich, 2019 will be the year of cellular Internet of Things and Low Power Wide Area Networks.

Wireless Congress invites experts from across the industry to submit proposals for speaking opportunities and workshops/tutorials. The deadline for submission is Tuesday 30th April.

Some examples of topics of interest include:

  • Wireless Automation & M2M
  • Wireless Sensor Networks, mMTC
  • 4G, 5G and 6G: Products, Trends & Developments
  • Tactile Internet, VR/AR, URLLC, eMMB
  • Low Power Wide Area Networks, e.g. LoRa/LoRaWAN, Sigfox, Mioty, NeoCortec

If you are interested in submitting a proposal, please click here for more information on how to apply. Good luck!


New Editorial Director at Elektronik Magazine

Cornelia Meier has joined Germany publication Elektronik as the Editorial Director of Distribution in Electronics. Joining the company in April 2019, Cornelia has over 11 years' experience working in PR and communications.

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


BEEA’S 2019 Awards Now Open for Entries

British Engineering Excellence Awards 2019 is now open for entries. Launched in 2009, this year the BEEA’S celebrates its 10th anniversary and promises to be the biggest and best event yet.

For many years, the BEEAs has helped to give the industry the status it deserves, rewarding those who have shown innovation in design.  Taking place on Friday 11th October at Landmark Hotel, London, this year’s event will be judged by an independent panel of judges from both mechanical and electronic design disciplines.

The 2019 categories are:

  • Materials Application of the Year
  • Electronic Product of the Year
  • Engineering Ambassador of the Year
  • Consultancy of the Year
  • Design Engineer of the Year
  • Design Team of the Year
  • Mechanical Product of the Year
  • Small Company of the Year
  • Start-up of the Year
  • Young Design Engineer of the Year
  • Grand Prix

For more information on the awards and how you can enter, please click here. 


WNIE Live 2019 Call for Papers Now Open

WNIE Live 2019 has officially launched its Call for Papers, inviting experts from the industry to get involved. The conference will take place from 18th – 19th September 2019 at the NAEC Stoneleigh at Stoneleigh Park.

The two-day conference will offer exclusive content and will cover topics such as Embedded Engineering and Design and Manufacturing; giving visitors the opportunity to witness a portfolio of new products and innovation in action.

WNIE Live is on the search for speakers interested in presenting new technologies, new concepts and applications. The audience should be able to see the future of the industry and have valuable solutions for today’s industry matters.

The deadline for the submission of abstracts of papers for presentation is Friday June 21st, 2019. For more information please visit the website.


Bits&Chips Goes International

Bits&Chips, the leading Dutch news and magazine for the high-tech industry, has announced that it will be published exclusively in English from April 2019. For 20 years now, the magazine has focused on delivering interesting news and trends on electronics and software development.

The change from Dutch to English has been driven from two main trends. This move will ensure publisher Techwatch can reach many expats that has moved to Belgium and the Netherlands; with the High-Tech Campus in Eindhoven, hosting more than one third of the population of workers in R&D which do not speak Dutch. Bits&Chips are also seeking an international audience for its native customers, with readers expressing their need for an international platform to be represented.

Moving forwards, Bits&Chips will primarily cover key markets in Belgium and The Netherlands, including printing, medical, semicon and RF/mixed signal chips. These markets will focus on software engineering, RF technology and system architecture.

We wish Bits&Chips all the best for the future.


Michelle Winny Leaves Editorial Position at Datateam’s Electronics Magazine

Michelle Winny has left Electronics Magazine after nine years as Editor, to start a new job at Seatrade Cruise.

Electronics Magazine will have a new editor starting at the beginning of April, and we wish Michelle the best of luck for the future.


StrumentazioneElettronica.it Celebrates its 10th year Anniversary

Congratulations to StrumentazioneElettronica.it, which celebrates its 10th year of delivering content to the Italian test and measurement community.

The StrumentazioneElettronica.it editorial team will continue to do what they do best – deliver excellent content to the Italian T&M community and help promote companies’ products and brands.

Over the years, the website and weekly newsletter have gained a great following, with 15,000 users every month and a readership of over 5000 subscribers.

StrumentazioneElettronica.it is marking its anniversary with a revamp of its website and the redesign of a new company logo.

We wish them all the best for the future!


Embedded World 2019: Impressing the Global Embedded Community

Embedded World has long been regarded as the ‘go-to’ place to gain insight on embedded system technologies, and is a great opportunity to discover innovations and meet many field experts.

Exhibitors and Trade Visitors

In its 17th year, the event received more visitors and exhibitors than ever – with over 31,000 trade visitors and over 1000 worldwide companies attending.

This year’s event has received nothing but positive feedback, with more than 96% of visitors stating that they would take part again in 2020 even before this year’s event was over. Feedback from exhibiting companies was also positive with 90% expressing interest in booking a stand for next year.

Expertise on Electronic Displays

This year, alongside the trade show, the Electronic Displays Conference once again ran, covering the latest display technologies such as LCD, touch screens, optical bonding, display systems and cutting-edge HDR technology.

As one of the most important European B2B platforms for display technologies, the conference received excellent feedback, with Professor Karl Heinz Blankenbach, chair of the congress advisory council for the electronic displays conference stating “The conference, which has grown yet again, was an outstanding event. The feedback from participants shows that this year’s topics once again hit the spot”.

Highlights include keynotes on display trends and micro LEDs, and four sessions on automotive displays.

Embedded Intelligence

This year, the Embedded World conference chose ‘embedded intelligence’ as its key theme, focusing on high-performance computers and the capability of processes/integrated circuits in the embedded sector.

The conference focused on how the availability of suitable algorithms have improved or have become so inexpensive, that new technologies like machine learning and artificial intelligence are being used in more and more applications. Professor Axel Sikora, chairman of the embedded world conference and advisory board said “The comprehensive content we offered on “embedded intelligence” provided very good insights into a topical issue. The conference once again demonstrated the importance of knowledge-sharing among experts, particularly in the case of highly topical issues.”

Napier at Embedded World 2019

Napier had several clients exhibiting or speaking at this year’s event and arranged several editor meetings. These clients and their products have generated a huge amount of coverage across the European technology press and I am sure that many of them won’t hesitate in returning to Embedded World in 2020.


Email Marketing in 2019: Get to Know the Marketing Trends

Email marketing has been around for decades, but as the years have gone by, the channel has become more advanced and marketing trends become an important part of any email marketers strategy. Email marketers need to stay up to date on these evolving trends and stay ahead of their competitors.

Using Expertsender’s new report, we have picked out some of the highlights that we think will be important for 2019.

 

Storytelling

Storytelling is a strategy that many marketers use to help their audience not only learn about their products/services, but to form an emotional connection, which in turn, can lead to customer loyalty meaning your customers will come back to you again and again. Stories allow customers to relate to the brand and engage them in ways that other traditional marketing such as print advertising may not.

4 elements you should incorporate into your story telling should include:

  • Be personal: Customers want to know that you understand their needs and requirements
  • Use the right medium: Depending on your target audience’s preference, which might be written, a graphic or video
  • Compelling: Make the story fascinating and something worth reading
  • Call to action: End the story by including a CTA that tells the audience what action to take such as ‘Download your eBook here’

 

GDPR Compliance

Expertsender’s report state that "only 25% of existing customer data meets GDPR requirements". It is so important to have GDPR in the back of your mind, as it can affect many of your marketing decisions.

A big change to the EU data protection is based on personal data and according to SuperOffice there are "more than 269 billion emails sent every day and expected to reach 333 billion by 2021". Your subscriber list should be comprised of customers and prospects that want to engage with your company, engagement rates will be higher if you have a list made up of contacts interested in your brand.

 

Email Encryption – E2EE

End-to-end encryption (E2EE) is a way to securely communicate whilst preventing third parties from accessing the data as it is transferred from one place to another. With Expertsender believing that consumers are going to be demanding E2EE in the upcoming years, it’s important to consider this emerging trend to be aware of how it might impact your marketing emails.

Some advantages of end-to-end encryption include:

  • Cost effective - if the email service has encryption integrated into the server, there is no need to purchase additional equipment.
  • E2EE consumes less resources and time
  • Avoids spam

 

How Data Science Helps Email Marketing

By using customer behavioural data on what products customers browse and buy, data science helps marketers engage better with their audience.

There are many ways in which you can incorporate the data science; for example, in the form of predictive marketing (giving the user suggestions on words they are going to type based on what they have entered) or perhaps sending relevant emails to gain valuable insights. Data science gives companies access to useful bits of collated data through a variety of channels which are then used to estimate purchase decisions such as, how audiences likes to shop and when they are more likely to buy.

 

Email Retargeting

According to Expertsender, "Up to 95% of website visitors are anonymous and once they’ve left your website there’s no way for you to send them an email". This is why retargeting is becoming more popular; as the technique allows you to serve ads to people who have previously been visiting your website. This is done by placing a single line of coding on the site and those who click on the email will be served ads across the web. Retargeting also applies to non-email retargeting such as ads through your Customer Relationship Management system (CRM).

Email and CRM retargeting are effective in building many touch points with customers and both techniques can be used to improve the reach of email marketing campaigns.

To read the full Expertsender’s report click here

 


Alix Paultre to Rejoin Editorial Team at Embedded Computing Design

Alix Paultre has rejoined the editorial team at Embedded Computing Design, and will handle Analog, Power, and embedded topics, as well as serving as their European Correspondent.

Over the last 20 years, Alix has worked with several media companies and properties for the embedded electronics industry. From Electronics Products, to covering Advantage Business and Power Systems Design.

We wish Alix all the best for the future.


Arduino and Supplyframe Announce Exclusive Media Partnership

Arduino, a leader in open-source hardware and software ecosystem, has announced a partnership with Supplyframe, the industry network for electronics design and manufacturing.

The partnership will allow the companies to provide targeted and contextual advertising from leading brands across the industry; and will incorporate Supplyframe’s technology infrastructure to deliver campaign messages to Arduino’s portal of four million users.

Steve Flagg, CEO of Supplyframe commented “We’re excited to play a part in connecting millions of professionals, students and makers to relevant device and component manufacturers, in addition to distributors carrying the Arduino product lines. Both our companies are committed to facilitate the future of hardware innovation, and it seemed natural for us to participate in this joint effort”.

The partnership of Arduino and Supplyframe is sure to benefit the worldwide technology communities, and provide more value to their engineering audience across the globe.

We wish them both the best for the future.


New Sales Executive at What’s New in Electronics

Congratulations to Rachel Clark who has been appointed as the new Sales Executive at What’s New in Electronics. (WNIE)

Rachel joins the team to support both the WNIE portfolio of products and the expansion of the client list. Rachel commented “I am really excited to be part of the WNIE team, although I am not from the industry I have spent most of my working life interacting with customers and run my own business.  The WNIE portfolio of products covers all aspects of modern marketing requirements and I am looking forward to working alongside Claire and her team.”

As 2019 looks to be another busy year for the WNIE portfolio of products; Claire Saunders WNIE director said “Rachel’s enthusiasm to succeed at any challenge and her friendly and bubbly nature will make her a great addition to the team. We’re excited to have her on board. “

We wish Rachel the best of luck in her new role and look forward to seeing WNIE’s growth continue.


WNIE Live Announces New Location for 2019

WNIE Live recently announced that it would be returning in September 2019, and has now revealed it will be located in the Midlands at the NAEC Stoneleigh in Warwickshire, a major center of R&D, development and manufacturing in the UK.

Taking place from the 18th-19th September, WNIE Live provides visitors the opportunity to see a range of products in action; welcoming over 3000 people through the doors.

Hosting the event in the midland’s region brings many fundamental advantages to WNIE Live, as the region is home to two advanced manufacturing centres, The University of Warwick, and the recently announced Smart City Mobility Centre at Wellesbourne Technology Park.

Events Director, Claire Saunders commented "The UK electronics and embedded sectors are still seen as global industry leaders, WNIE Live 2019 will again deliver a platform for industry to come together and connect, learn and make key contacts. The midlands region continues to provide us with the prime location for this premier UK electronics and embedded event and we look forward to welcoming back previous exhibitors and visitors and meeting new ones!”

To find out more information about the event, please click here.


Strategy and metrics for ABM

Many B2B companies who are targeting high-value customers find an ABM strategy serves them better than a broad-reaching approach.

A well-structured strategic plan is vital in supporting a company’s long term business plans but can also help identify metrics to measure the success of your ABM.

Be sure to measure and optimize your ABM marketing campaigns to ensure they are performing well and improving over time. You should see what the results are for each individual campaign as it will be easier to draw conclusions.

Start with your strategy as it sets clear tasks and objectives as well as coordinates employees towards a common goal.

Look at your target accounts

Have you got hundreds of target accounts in a document that hasn’t been updated in a long time?

You should build your target account list and evaluate current customers, leverage named accounts and use the account identification technology.

Identify the channels and tactics

Analyse whether your channels are performing well and consider adding in new ones if they are underperforming.

A multi-channel approach is more likely to be more effective, you could use channels such as:

  • Telemarketing outreach
  • Outbound email and direct mail
  • Paid social advertising
  • Retargeting (particularly CRM retargeting)
  • Networking events

Empower sales and marketing 

ABM efforts can crumble if you aren’t able to deliver measurable results. It’s essential to be able to measure the impact of the campaign to ensure you can identify an RoI as well as giving you the data to enhance it. Marketing automation platforms can deliver metrics and insights at different levels with hardly any effort from behalf of sales and marketing.

Create personalized content

Targeted personalized content is crucial for ABM because it builds trust with your accounts. Personalisation should be part of almost every ABM tactic, and if it’s not possible to customize the message on a personal level it must be written specifically for that account. Good personalization makes your tactics even more effective by encouraging engagement and interest in what you have to say about your products or services.

After you have covered strategy, move on to metrics. Metrics are crucial for B2B companies and the rise of ABM demands new ways of thinking about metrics.

CoverageHow effective is your team building contacts and how complete is your account data?

Keeping an eye on coverage will help you understand data quality and will determine whether your database includes the right contacts. A good way to start is building a spreadsheet of how many contacts you have for each single account to help see where you have gaps and then you can build on this list over time.

Engagement – Do you have the right people spending time looking and interacting with the company? Has engagement gone up over time?

Using a straightforward model like the one below to help demonstrate the impact of your ABM accounts on key business outcomes. The table helps to break down important stats and have a better understanding of acquisition and expansion.

 

Average Contract ValueRetention RateSales Cycle Length
Customer accounts
Prospect accounts
Non-target accounts

 

Awareness- Do your target accounts know what your company really does?

You should look to see if you have had an increase of web visits or interactions over time. If this is relatively low maybe think about changing your content on the website and make landing pages more appealing for your target audience.

Touchpoints  – A good indicator of success is whether your ABM is truly reaching out to the right people. Some of your campaigns may be ranking high in engagement but if its not with the right target audience, what’s the point.

A good starting point for this would be to define your target accounts and break them down in grades. For the first grade, you could have the top 5% of your total target accounts, second grade top 20% and so on.  Techniques like this aim to hit your specific target accounts.  Measuring these touchpoints will help you understand what campaigns are working well - a great stepping stone!

Revenue– Finally, the most important metric for all businesses is money!

In order to track and measure revenue correctly, we need full-funnel account-based attribution. Although revenue is thought of as the bottom of the marketing funnel, everything from the first touch to the last will contribute to revenue generation.

 

Look at our other ABM blogs:

Why isn’t Everyone Using Account Based Marketing (ABM)?

Top 7 Account-Based Marketing Challenges and How to Solve Them

Top 5 facts you need to know about Account-Based Marketing (ABM)


Connectors User Congress 2019 Call for Papers Now Open

The Connectors User Congress 2019 has officially opened its Call for Papers, inviting experts from the industry to submit their contribution proposals by 31st January 2019.

In it’s 13th year, the Connectors User Congress will take place from 1st to 3rd July 2019 and provides visitors with the opportunity to see technical aspects of the design and application of state-of-the-art connectors. Workshops and presentations will include focus on connector miniaturization trends, new technologies and material and surface.

With 350 participants last year, the Connectors User Congress 2019 has developed into one of Europe’s largest industry events for the connector industry.

For more information on the congress or to find out how you can submit a contribution proposal please click here.


Top 7 Account-Based Marketing Challenges and How to Solve Them

Account-based marketing is a core strategy for B2B businesses; designed to deliver growth and awareness with high-value accounts. Lots of people are still on the fence about ABM because of the challenges and obstacles they may have to overcome.

Identifying these issues and acting accordingly to solve them will help your colleagues stay focused on successes. So how can you overcome these hindrances? This blog will explain some of the challenges you may come across and give you some tips.

1. Knowing what content to use

You need to be able to deliver good content experience that will keep people in your target account engaged and hold their attention throughout the buying journey.

The challenge:

Being able to deliver a content experience with the right content is critical. Start off with one account-personalized asset before moving on to the next.

What can be done?

Presenting a series of personalized account content to match each buying stage is wise because it offers more personal experience for the reader. Technology can really help to serve the next stage content, based on what the reader is looking for by providing a unique content experience for each individual.

2. Knowing how to choose target accounts

The challenge:

You need to develop a manageable process that will identify the right account for your efforts. ABM will only work if you focus on the right opportunities.

What can be done?

If you are already carrying out inbound activities, it is advisable to use your inbound leads to identify the best fit opportunities for ABM. This process will ensure you are focusing and nurturing the right accounts and ensure you have the right amount to scale your activities.

3. Delivering a personalized customer experience

The challenge:

ABM marketing is all about personalization and B2B marketers need to find way to connect with consumers through offering compelling and relevant information.

What can be done?

To market to individuals, you need to build distinctive and relevant messages. The messages should focus on the individual’s pain points and provide solutions. Personalization is part of an ABM strategy and the better the personalization, the better the experience.

4. Having an account-focused website experience

The challenge:

A company’s website is key for ABM. With the right website experience, you should see better engagement.

What can be done?

You should examine how people are visiting the site and what content do they engage with. A few tips to help with site experience might be:

-              Personalize CTA’s for the individual’s position in the buyer’s journey

-              Create personalized imagery/video content

-              Test and measure results to see what works best

5. Marketing and Sales

The challenge:

Sales and marketing come together. You need to be able to measure contribution and consider their joint impact.

What can be done?

For both departments, they need to understand the goals and metrics to drive the best approach. ABM is a full funnel activity so tracking and measuring every aspect of an ABM campaign is important.

6. Creating a scalable strategy

The challenge:

Using technology can help to scale aspects of your ABM. Having an ABM process that is repeated will help to make the most of your resources. Having said that, you should consider people’s judgements and unique account engagement – balancing both will help to be more account focussed.

 What can be done?

Knowing the best approach for your campaign will help to create processes and identify the right technology to scale, for the right accounts. In a 1-1 campaign you will want individuals to receive highly personalized content or maybe further down the line, personalizing by company.

7. Leads interested in your content but not speaking to sales

The challenge:

Prospective buyers are wary of speaking to sales teams until they are at the point of making a decision. They don’t want to make a decision where they may lack in context and want to know the ‘ins and outs’ of everything.

What can be done?

A way of encouraging prospects to communicate is to train your sales team to understand a prospect’s pain points and business opportunities.  We should kill off the negative mindset of ‘they aren’t ready to speak to us so they’re no good’. We need to start conversations expecting to act as a helpful resource and be able to help those prospects at different stages of the buying process.


Batteries Event 2019 Announces Dates for Next Year’s Show

The Batteries event has announced its dates for 2019. Taking place from the 22nd – 24th October, the Batteries 2019 event will be hosted at the Nice Acropolis in France.

For nearly 10 years , the market for batteries has grown significantly, producing a trend for more energy-efficient devices. The growth has come from the changing portable electronics markets and the strong driving force of the electrification of the automobile.

Batteries Event 2019 provides visitors with the opportunity to see hundreds of products, as well as insight into the industry’s innovation. The event includes an exhibition and innovation center to allow exhibitors to promote their projects and innovations through live demonstrations.

Aimed at electronics manufacturers, battery users and professionals from the renewable energy world, the Batteries event 2019 promises to be an event you don’t want to miss.

To find out more information about the event and how to attend, please click here.


Drives & Controls Release Brochure and Floorplan for 2020 Show

The Drives & Controls show has released its brochure and floorplan for 2020.

Bringing together key suppliers of state-of-the art equipment, the show covers areas such as energy efficiency, machine safety, drives, motion control, robotics and automation. Fully supported by the GAMBICA and the EPTDA, the Drives & Controls show is an essential source of technological and engineering information for design engineers.

Taking place at the NEC Birmingham from the 21st-23rd April 2020; The Drives & Controls show will exhibit alongside shows such as Air-Tech, Fluid Power & Systems and Asset Management.

The show provides great opportunities to visitors, with the co-location of the 2018 DFA Media events receiving more than 13,500 visitors over three days.  With over 40,000 people expected to attend the NEC in just one week, it will be no surprise that this will be the largest manufacturing and engineering event of 2020.

For more information and to get your own copy of the shows brochure please email Damien Oxlee or Andy Whylie.


The Importance of SMART Goals for Long-Term Success

SMART objectives give people and businesses the ability to set and achieve goals. Goal setting gives us something to focus on, motivates and allows us to measure progress. Goals should be maps to where you want to go.

According to Boardview , more than 80% of small business owners don’t track their business goals. When success is often a result of priorities and what you would like to accomplish, addressing SMART objectives is highly important:

 

SPECIFIC: Goals should be clear and concise about what you want to accomplish.

MEASURABLE: Goals need to be quantifiable and metrics need to be in place.

ACHIEVEABLE: Goals need to be realistic and attainable. They should be motivational, not discouraging.

RELEVANT: If goals are relevant, you are more likely to work hard to accomplish it.

TIMELY: Have a time frame and set a deadline for your goals.

 

SMART goals provide the focus required to get the most of out of your efforts. We know it can be easy to write objectives that aren’t specific or measurable and so we’ve created a Napier SMART objective generator.

Our tool allows you to describe what you want to achieve, how goals will be measured and what you need to accomplish. Why not try out our tool now and let us know if it has helped you. It’s a great way of getting yourself prepared for what’s ahead.


How to use Google Analytics to track ALL of your Marketing Activities

Google Analytics is an important tool to use in digital marketing. It allows businesses to measure results of campaigns, compare data and a whole lot more. Google Analytics shows data from all channels that are pointing traffic to a website, such as: PPC, social media, direct traffic and SEO.

The ability to monitor and analyse platforms pinpoints what is working well and what isn’t. Having data in one place makes life simpler and allows you to easily look at metrics such as click through rates and monitor your ROI. Google Analytics lets you evaluate the following:

Engagement

Analytics is a great way to show customer engagements, it will allow you to see how users are interacting with your site and content. Bounce rates, session duration and pages are also great features to investigate, for example, the amount of time spent on a page or percentage of visitors navigating away from the site. This gives you an indication of performance and areas to improve on.

Conversion

As well as knowing how many visitors your site has received, it is important to know how many of these visitors are converting. Google analytics allows you to set up goals to track when a user carries out an action on the site. No matter how many users each channel is driving to your website, it is important to know that this traffic is converting.

Devices

With the importance of mobile first ranking, sites need to be more mobile friendly and Google Analytics allows you to learn more about who makes up your website traffic and where the traffic is coming from. The platform will also allow you to know if something needs changing or not depending on the number of visitors and or conversions.

At Napier we have a Google Analytics Link Generator that will ensure you create a link that’s in the right format to transfer data across correctly.  Use the tool to enter the details of your campaign and receive your Google Analytics coded link.

Try out our generator today and let us know how it worked for you!


Top 5 facts you need to know about Account-Based Marketing (ABM)

In many B2B organisations, Account-based marketing has become a big deal as it seems to be brought up at many conferences and in all strategic marketing discussions. We think ABM is a fantastic strategy for growth but there is an excessive amount of information floating about. Act-On states that only “43% of people have a clear definition of what ABM is.

90% of marketers believe that ABM is crucial to marketing (Digital marketing institute) so we have put together a list of five important facts to know about ABM.

Improving consistency

Like any marketing strategy, ABM needs to be executed properly and consistently where possible.  A B2B customer will use a number of interaction channels such as email, phone, ads and ABM can help by providing a consistent experience across these channels to each person in a targeted account.

 Strengthening retention

Customer retention is such an important metric and research shows that ABM provides benefits for retaining and expanding current client relationships. Investing in keeping your clients will deliver a stream of reliable revenue. ABM is a long-term investment and according to RollWorks, companies have experienced a 36% higher retention rate and 38% higher sales win rates.

Personalised communications

Account-based marketing takes personalized marketing to a different level by evolving content that decision makers want and need to move them the buyer’s journey. Personalization in an ABM strategy will allow you to speak to your prospects with a unique message to increase the chances of positive responses.

Marketing Automation is a key tool for ABM

Marketing automation lets you create processes and set it to repeat without additional activity. The benefits marketers see with combining automation and ABM strategy are:

  • Triggering campaigns and workflows
  •  Linking buyer behaviours and data across contacts

With marketing automation, you must review the effectiveness of each marketing activity. Knowing the effectiveness of components of your ABM strategy, you can build more campaigns moving forward.

ROI

84% of businesses have said that ABM delivers higher ROI than other marketing strategies (Forbes). Measuring ROI on any marketing activity is important and is possible with marketing automation and tools available. ABM allows marketers to see both return on investment and immediate areas for improvement depending how contacts are answering to your content.

Read our other ABM blog here