Clare Reader – Senior PR Specialist
Clare joined Napier in November 2012, as a media monitoring specialist, helping clients understand the reach, and ultimately return on investment, from their European PR campaigns. Clare is now responsible for managing the translation and issuing of press releases for all Napier’s clients, as well as maintaining and updating the company’s in-house editorial and PR checklist databases. She ensures…
Print is dead. Who cares if it is effective.
Print is dead. At least EE Times in the USA will cease its print edition at the end of this year. I guess it was inevitable… But hang on! What about UBM's fabulous "Mind of the Engineer" study that was launched this week at electronica? Didn't that have something to say about what are the most influential sources of information? UBM's excellent study had something interesting to say…
LinkedIn overtakes twitter as most popular social media platform for B2B
The recent report from the Content Marketing Institute (CMI) and MarketingProfs, The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, provides some interesting insights. I'd recommend you read the article and review the slideshare presentation to find out what B2B marketers in North America are doing. However, here are a couple of things that jumped out at me:…
New embedded website in the UK
Hot on the heels of the announcement of an embedded conference, Energi-Tech has launched a new online publication that targets embedded design engineers. Device Developer (www.device-developer.co.uk) aims to be a real-time news source for an audience that I guess will be working on real-time embedded systems! The site allows vendors to post news and articles direct to the site, a great way…
A Top 10 Fastest Growing Agency
Congratulations to the whole team at Napier - hot on the heels of being included in B2B Marketing's top 50 agency list for 2012, we've just found out that Napier was named as one of B2B Marketing's top 10 fastest growing agencies in 9th position. It's great to have such a wonderful set of client to work with, and we believe our focus on ensuring our clients achieve commercial success from our…
IDG looks at customer engagement in the IT sector
I've been talking to clients about the recent IDG report on customer engagement, and am still surprised to find that some of the findings have the ability to surprise people. Perhaps the most important finding is that IT decision-makers download an average of nine informational assets throughout the purchase process. But why is this a surprise? I know some marketing managers want to link one…
New white paper–Email Marketing Success
We've conducted several research studies in partnership with the University of Chichester to understand how to create more effective email marketing campaigns. Our Email Marketing Success 2012 white paper reveals several surprising facts about engineers and email marketing: 80% of engineers find less than 20% of the marketing emails they receive to be useful, they don't want company news and the…
First Zynga, next your promotion?
The Marketing Law blog has an interesting article on the potential legal risks of social gaming, asking whether some social games should be regulated under the UK's Gambling Act. Whilst this might initially seem to be of peripheral interest to marketers, as social media and other online campaigns become more sophisticated, then it's likely that promotional campaigns will include "playing a…
Passionate about B2B Technology from A to Z
Why are we running a campaign that talks about our passion for B2B technology? At Napier we believe that if an agency is going to generate enthusiasm and engagement amongst journalists and potential customers they have to be excited about your company and its products. As a specialist agency, our team are not only experts on business-to-business PR and marketing, but they've chosen to focus on…
Payment By Results
Napier believes that PR and marketing campaigns benefit by the use of payment-by-results (PBR): linking the our payment to the results we achieve is not only fair, but it also helps improve the campaigns we deliver for clients. Whilst many agencies use the more opaque payment for hours of work approach, PBR means that clients know exactly what they should expect for their money.
Good PBR…
Ideas to increase the number of leads you generate
We've just posted another tip sheet: this one gives you some ideas of how to increase the number of leads you generate in your B2B marketing campaigns. The tip sheet describes how you can use high quality content to encourage potential customers to hand over their contact details and jump into your sales funnel.
CenterView Solutions look to Napier
Data Process Improvement software provider CenterView Solutions Limited has selected Napier Partnership to promote their expansion into a range of markets, including utilities and telecommunications. Napier Partnership Ltd, a dynamic pan-European PR and Marketing agency were selected after working on an extensive branding project with CenterView to examine the opportunities for the product.…
Napier’s Student Intern Joins Marketing Team Full Time
Student Intern, Jess Baker joins Napier’s growing marketing department after a successful internship during her final year at University. Jess will help deliver PR campaigns as well as developing and managing email marketing campaigns for clients across Europe.
Napier were one of the first agencies to publically support PRCA’s campaign for paid internships. “High-quality paid internships are a…
New tip sheet – QR Codes
We've just publishes a new tip sheet discussing the use of QR codes in B2B marketing campaigns. Are QR codes the right tool to engage B2B decision makers? How important is mobile engagement for B2B technology campaigns? This tip sheet explains why QR codes can be effective, when to use them and how to generate your own codes.
New B2B video marketing tip sheet from Napier
Successful online marketing needs a multimedia approach, and video is a particularly important element of the online marketing mix. Our latest tip sheet, which describes how to create, edit and distribute B2B marketing videos describes ten simple steps to successful video content marketing campaigns.
Many of Napier's clients have run successful video campaigns, and we've even installed a small…
Your email open rates are wrong!
At Napier, we strongly believe that campaigns should be build upon facts and not guesswork, so we conduct a lot of research. Marketers love the precise numbers that are produced from online marketing campaigns, but are these figures misleading? Recently we completed a project with the University of Chichester that analyses the accuracy of email open rates, and the findings shocked us: open rates…
German study forecasts stable advertising revenue in 2012
Thanks to the team at Weka for highlighting the recent "Advertising Trend Study" by TNS Emnid, which forecasts stable B2B advertising revenue in 2012. More than three-quarters of the 317 marketing and media decision-makers interviewed for the study were positive about the German economy, their own businesses and their advertising budget. About 40 percent anticipated increased spending, with…
New Bulgarian online publication
PR and marketing teams often spend hours perfecting the language in press releases and other marketing materials, but then fail to translate the content. This means that - in Europe at least - the majority of your audience are trying to understand content written in their second (or third) language. Marketing teams that imagine their carefully crafted English is communicating the exact meaning…
Why should marketing departments care about internal communications?
Internal communications isn't just a stuffy staff newsletter that is sent out every quarter: all departments should be communicating internally on a frequent basis. Unfortunately marketing departments can sometimes get so focussed on external prospects and customers that they forget to communicate internally. This tip sheet explains why marketing departments should care more about internal…
Electronics-Video.Com boosts circulation of email newsletter
I'm a big fan of video in B2B marketing, and so it was great to hear that Electronics-Video.Com continues to grow. The site already hosts around 3,000 videos (i.e. 500 or more hours of information about electronics), and has just announced that the circulation of their newsletter is now up to 127,000.
Video is going to be more and more important to electronics industry marketers, and…
Danish titles update website and reaffirm commitment to local language
I was pleased to see that aktuel elektronik and Elektronik Nyt are continuing to invest in their website, elektronik-online.dk. The two titles have also committed to continue to publish only in Danish, responding to requests from their readers to continue to support local language content.
Publishing only in local language is a great approach to build a strong community of loyal readers, but…
QR codes at trade shows
Are QR codes a useful marketing tool? There is a healthy debate with some marketers believing they are a short-term fad, whilst others claim that QR codes will be an invaluable tool for years to come.
I've certainly seen some poor uses of the technology, but there are also some great examples of how they can enhance campaigns. Perhaps the best idea I've heard recently is for a "treasure hunt" at…
Napier’s guide to content marketing and the sales funnel
It's a common misconception that marketing stops and sales starts when a lead is generated. This is a huge mistake, particularly in the field of B2B technology marketing, where prospects may need to be nurtured over a sales cycle that could take months or even years.
The generation of high-quality content that addresses the needs of prospects at each stage of the sales funnel is an essential…
Napier expands video capabilities
As more publications move online, successful PR campaigns need to fulfill the requirements of channel, which includes making the most of the opportunity that video can present. Key publications such as Computing have already launched a video component for discussion of key issues on their site, and the use of video as an integral part of PR campaigns is only going to increase as a way to feed…
Power Electronics Europe working directly with advertisers
As the Star Media team move over to focus on their Specifier family of publications, including ElectronicSpecifier, publishers are reassessing their reprsentation. DFA Media, publisher of Power Electronics Europe has decided not to hire a new representative at present, allowing advertisers to work directly with the publisher, Ian Atkinson.
I view this as a positive move. It's hard to find good…