Driving Value: Key Insights From Salesforce’s State of Marketing Report

Delivering value to customers has become a paramount objective for marketers in today's rapidly evolving business environment. ROI is something that gets thrown around a lot yet sometimes it isn’t at the heart of strategy and plans. The Salesforce State of Marketing Report provides valuable insights into the strategies and trends that marketers are adopting to maximize value and foster stronger…

A Napier Podcast Interview with Domenica Di Lieto – Emerging Comms

As one of the world's largest markets, China presents an excellent opportunity for many businesses. But how should you approach marketing to the region? Domenica Di Lieto, CEO of leading Chinese marketing consultancy Emerging Comms, shares her experience and advice on growing businesses in China. From choosing the correct channels to the importance of localisation, Domenica provides an…

A Napier Webinar: Will AI Take Your Marketing Job?

AI tools like ChatGPT have received a lot of attention lately. From social media to blogs, AI tools and the capabilities they have is being discussed everywhere you look. But will AI tools truly change the way we approach marketing? Could they even take your job? We address this in our on-demand webinar 'Will AI Take Your Marketing Job?', as explore the advantages of AI, but also the…

A Napier Podcast Interview with Haralds Gabrans Zukovs – Credolab

Haralds Gabrans Zukovs, Head of Marketing at Credolab, explains how through understanding how individuals use their smart devices, marketing teams can create campaigns optimised towards personality traits. He also describes how the additional insight can enhance marketing personas. Haralds and Mike also discuss machine learning and AI, their impacts, benefits, and limitations. Listen to the…

How Should You Optimise Marketing Strategy?

Find out the role dynamic content plays in B2B marketing, how to build strategy into marketing automation programs and the benefits and limitations of using polls to collect data. Mike and Hannah also share how to leverage marketing automation to successfully support face-to-face events. Listen to the podcast now via the links below: The Marketing Automation Moment on Apple Podcasts…

A Napier Podcast Interview with Jeff Day – Act-On

When it comes to marketing automation platforms, the choices can seem endless. Jeff Day, Senior VP of Marketing at Act-On, discusses the key considerations mid-market marketing teams should consider when selecting a platform. He explains the buyer journey, what customers need at each stage and how to create automated programs that encourage a buying decision. Find out how to use data to…

150 Lead Generation Tips and Tricks

Generating leads is one of the key goals of many marketing teams. We’ve worked on many lead-generation campaigns and have found that it’s possible to optimise them in many different ways. In fact, we have 150 ideas that will help you run better lead-generation campaigns in the future! Strategy A great strategy is the basis of all great campaigns. If you think carefully about how and why your…

A Napier Podcast Interview with William Hearn – Sendinblue

William Hearn is the Sales Director for EMEA and RoW at Sendinblue, an all-in-one marketing platform. The marketing automation market is increasingly crowded, and William discusses how Sendinblue positions itself to stand out amongst competitors. Find out some of the different requirements for B2B and B2C marketers and how B2B can benefit from replicating B2C campaigns. William also…

Why it Sometimes Makes Sense to Advertise for Your Channel

I’ve worked for manufacturers and channel partners. The dynamic for each, particularly in technology, is an interesting one as both recognise the need for each other, yet there is almost always some degree of friction between the two. Relationship Challenges Manufacturers use distributors to reach smaller customers that they couldn’t service cost-effectively, while integrators and VARs provide…

Maximizing Your Content Strategy: Top Trends in Content Marketing According to Semrush

As a B2B marketing agency, staying on top of the latest trends and insights in the world of content marketing is crucial to being successful. That's why we were excited to dive into the Semrush ‘State of Content Marketing 2023 Global Report’, which provides a comprehensive overview of the current state of content marketing and predicts where the industry is headed in the coming year. In this…

A Napier Podcast Interview with Rena Fallstrom – Pure Storage

Rena Fallstrom, VP of Communications at Pure Storage, discusses how they adapted the communications strategy as competition in the industry dramatically expanded and how she collaborates with the international team to ensure communications are tailored to each region and no valuable region is ignored. Discover why working with analysts can be beneficial and hear some top tips on how to build…

How are Marketing Automation Platforms Using AI?

How are marketing automation platforms using AI? Mike and Hannah address how artificial intelligence will shape the future of marketing automation platforms, and the limitations the systems face with integrations with tools such as ChatGPT. Listen to the podcast now via the links below: The Marketing Automation Moment on Apple Podcasts The Marketing Automation Moment on Spotify The…

Forrester Wants to Say Goodbye to MQLs and Move to Opportunities

Recently Forrester has been promoting a range of content, including a webinar, saying that marketers should stop using MQLs and MQAs and move to opportunities. This is potentially a dramatic change for marketers, so we thought it would make sense to explain what Forrester is saying and what it means for you. The Basic Premise: A Switch from Leads to Opportunities B2B marketing has been…

A Napier Webinar: A Practical Guide to Understanding and Using B2B Customer Journeys

A key component of any successful B2B technology marketing campaign is the analysis of customer’s behaviour and the process they go through when choosing products and services. Customer journeys allow you to map these behaviours and provide a tailored marketing and communications plan to quickly move the customer from awareness to opportunity. Watch our on-demand, 'A Practical Guide to…

A Napier Podcast Interview with Karthik Suresh – Ignition

In the latest podcast episode, Mike sits down with Karthik Suresh, Co-Founder and Chief Product Officer at Ignition, a go-to-market platform automating the product launch process. Karthik explains how noticing a gap in the SaaS market for a tool supporting product marketeers led to Ignition's development. He discusses the pros of working in start-ups versus large corporations, and what…

Digital Marketing Trends 2023

David Cunningham, Account Manager at Napier, shares his insights and outlook on what digital marketing trends marketers can expect to see in 2023, and how these will shape the future of digital marketing. Digital marketing is transforming our business and personal lives. Just ask any artificially intelligent device, service or programme. But will the intelligent assistance currently…

Why Podcasts are an Important Part of the B2B Marketing Mix

In recent years, podcasts have become an increasingly popular part of the B2B marketing mix. Podcasts offer a unique and engaging way to reach your target audience, and they can be an effective tool for building thought leadership and brand awareness. In this post, we'll explore some of the key reasons why podcasts should be part of your B2B marketing strategy. The potential of podcasting for…

Marketing is Replacing Sales in B2B

“It is now accepted that most B2B buyers prefer a seller-free experience, increasingly relying on digital interactions to research solutions, evaluate suppliers and complete a purchase,” Chief Sales Officer Leadership Vision 2023 – Gartner. It has been obvious for some time that B2B customers are increasingly seeking information themselves, rather than involving a sales person, and contacting…

A Napier Podcast Interview with Jeffrey Mack – Agility PR

Jeffrey Mack, VP of Marketing at Agility PR, sat down with Mike for the latest episode of Marketing B2B Technology. Jeffrey discusses the benefits of having a PR platform that integrates distribution with measurement, and how measurement is becoming a critical component in successful PR strategies. He discusses how measuring PR success is evolving from traditional quantitative AVE data to more…

What are the Marketing Automation Trends for 2023?

What does the marketing landscape look like in 2023? Mike and Hannah discuss the trends marketers will see in the new year, from omnichannel campaigns to personalisation and experimentation. They also share their thoughts on the increased use of automation reported by ActiveCampaign, as well as some tips on target audience segmentation. Listen to the podcast now via the links below: The…

B2B Marketing in a Recession

B2B Marketing in a Recession Recessions Present Opportunities as well as Challenges! Recessions are challenging. Companies should apply their best talent to building strategies to survive and thrive when they face economic headwinds. Typically, however, short-termism rules, and arbitrary cuts are made to ensure quarterly results don't look so bad to investors. This is wrong.…

A Napier Podcast Interview with Sam Oh – Ahrefs

As more people understand the value of SEO, competition increases. In this podcast episode, Mike chats with Sam Oh, VP of Marketing at Ahrefs who offer a suite of SEO tools from keyword research to competitor analysis. Sam discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions. He also offers advice on how marketeers can approach SEO campaigns and how…

A Napier Podcast Interview with Darby Sieben – Unbounce

The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. In our latest podcast episode, we interview Darby Sieben, Chief Product Officer at Unbounce, who shares top tips and insights about creating effective landing pages. Darby shares how Unbounce continues to evolve to…

Laura Baker – Account Manager

Laura is an Account Manager at Napier, with over 15 years experience of working in marketing and PR. Laura is a strategic thinker who likes to plan and implement campaigns and see them develop from inception through to completion. Laura has held a number of positions working for marketing communications agencies, in in-house roles, and also built up her own successful copywriting business,…

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