Marketing Blog

Some news, tips and tricks from the world of marketing that caught the attention of the team at Napier. Our marketing blog is where we share some of the things that have inspired, impressed or amused us.

CIM Lecture Notes – Week 4 – Brand and Product Management

This week we learnt how, as a company we build a successful brand and communicate this with our customers. Organisations can sell their products or…

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Five Tips We Learnt from Google’s Lead Gen UX Playbook

Google recently released its Lead Gen UX Playbook, a collection of best practices to win over potential customers. With lead generation arguably one…

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CIM Lecture notes – Week 3 – Allocating internal resources

Each organisation needs efficient resources to maintain successful business, and these resources need to be effectively managed and allocated. Last…

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Why You Need to Think Again About Web CMSs

I was an engineer, so I can honestly say I find website content management systems (CMSs) fascinating. I remember the early days of the web: in fact,…

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CIM Lecture notes – Week 2 – Benefits of Having Internal Relationships

  In this lesson we learnt the benefits of internal relationships in the workplace and what they mean to the company and employees, and the…

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Landing pages – What are they? And why do you need one?

Landing pages are a vital part of any B2B inbound strategy. Once you have your content, you can use landing pages to inform potential customers why…

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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…

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CIM Lecture notes – Week 1 – Integrated Communications

What is Integrated Communications? This module is about understanding the value and importance of good internal and external communications.…

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Seven B2B Technology Marketing Predictions for 2019

At Napier we used to write predictions for the coming year, but have got out of the habit. This is mainly because everyone writes predictions, but…

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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…

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