The Two ingredients of Magical Marketing Automation
Marketing is changing rapidly: just a few years ago it was only the brave pioneers who were running marketing automation systems, yet today the majority of B2B tech companies see automation as one of the pillars of their activities. Despite the widespread adoption of marketing automation, however, I often hear client’s express disappointment at the results they achieve. Why do people pay good…
The End of the Tech Marketers Fascination with Makers?
Although I have always questioned the value of the maker market, I was really disappointed to hear the announcement that Maker Media is closing. Make magazine and the Maker Faires have been the peak of the maker movement, and to think that there is a chance that it’s all over is sad. I am hopeful that someone will decide to rescue the publication and the events, but so far no one has stepped…
Breakout Session 7: Omnichannel Metrics: Can B2B Learn from B2C?
B2B marketers generally have an easier job of measuring omnichannel campaigns. This presentation explained some of the techniques used by leading consumer companies that may give some ideas for omnichannel measurement for B2B.
One example might be looking at advert view ability data. A simple approach would be to measure on-target viewability (the ads that would have been seen by the target…
Breakout Session 6: How Marketo Uses Intent Data to Grow Sales
Working out when someone is ready to buy is one of the big challenges for marketers and sales teams. This session at the Adobe Summit explained how Marketo uses data from Bombora to determine intent at an account level for their ABM campaigns.
Marketo has three types of accounts that they track in their marketing automation:
Named accounts; selected by the rep. Use Mintigo and determine…
Breakout Session 5: Using My Tokens to Save Time
This session was all about using tokens. A token is a variable that you can use across your emails, landing pages and smart campaigns to make your life easier. They could also be called a placeholder or merge tag. Typically, people are familiar with person (contact) tokens and company tokens, but Marketo allows you to create “My Tokens” that exist at either folder or company level and are not…
Breakout Session 4: Diving Down the Funnel with ABM – Marketo Presentation at the Adobe EMEA Summit
This session was one I was really looking forward to attending. Hearing from Marketo about how it runs ABM campaigns. Who better to learn from? Melanie Gipp, a senior marketing manager from Marketo was the speaker who had to try to live up to my high expectations.
Marketo’s recipe for success is plan, engage and measure. In ABM this is translated into shared goals and accounts, focussed…
Breakout Session 1: Adobe and Marketo – The Roadmap
After being a little disappointed with the lack of mentions for B2B in the opening keynote, I was keen to hear about the future for Marketo as part of Adobe.
Marketo was initially positioned as having three main areas: lead management, attribution and ABM, and a company that started mid-market, moved up, whereas Adobe was the opposite: starting as Enterprise and moving down. The Adobe…
Napier’s Expertise & Experience
Napier's Expertise and Experience
Our Approach
What we do for Clients
Our Services
Deep Insight
Content Creation and Content Distribution
Napier Case Studies
Our Team
Our Approach
At Napier, we believe that our approach is the best way to deliver great campaigns. Our deep market insight allows us to understand the customer, the market, our client and…
Armitage Communications
Armitage Communications
Armitage Communications are a part of the Napier Group, and are a specialist high-tech PR and Marketing agency working within the electronics, electrical and industrial automation sectors. In July 2019, Armitage Communications merged with Peter bush Communications forming a team of experienced marketing professionals, journalists and electronic and…
Account Based Marketing
Account Based Marketing (ABM) - How You Can Ensure Success
On this page you will find everything you need to know about B2B ABM. From our latest eBooks and blog posts, to case studies demonstrating how ABM has helped our clients; this page provides you with the opportunity to learn how ABM works and the fantastic benefits its brings. Alternatively to get help with your next…
Email Marketing Benchmarks for 2019
Email marketing benchmark reports provide marketers with valuable information about how they compare to the industry norm; so I was pleasantly surprised to stumble across Campaign Monitor’s guide to the ultimate email marketing benchmarks for 2019.
With over 30 billion emails analysed across 4.2 million campaigns sent through Campaign Monitor in 2018, the report provides readers with the…
5 Reasons Why B2B Marketers are Talking about ABM
Account Based Marketing (ABM) has slowly become an increasingly important part of a B2B Marketers strategy. As the latest “shiny” marketing tactic, ABM allows you to focus on opening the doors in your targeted companies while minimizing marketing expenses.
Our clients are increasingly asking about ABM, so we’ve put together 5 reasons why all B2B marketers should be thinking about ABM:……
All the CIM Lecture Notes – A Mini Marketing Course
Throughout my Chartered Institue of Marketing (CIM) qualification in Professional Marketing, I've been writing up lecture notes to give a little taster on what to expect if you're considering taking the course yourself; or if you're just looking for marketing advice on tools, models and strategies. It's a really valuable course if you are interested in marketing. I found it particularly…
More about Napier
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About Napier
Napier is a B2B PR and marketing agency based in the heart of Chichester, West Sussex. Launched in 1984, we were one of the first agencies in Europe to specialize in the electronics market and growing to help clients in a range of B2B tech sectors.
Our unique four-step approach designs and continually optimises campaigns…
CIM Lecture notes – Week 7 – Media Implementation Cycle
This week’s lecture notes will look at how the media implementation cycle fits into marketing communication planning, and how we might measure effectiveness across multiple channels.
Media implementation cycle
Before diving into the media implementation cycle, we must first look at the different types of media available. Using media will support communication planning, as it allows…
Profiling Stakeholders in an ABM Campaign: Why OrgChartHub is such a Cool Tool
Account-Based Marketing (ABM) is one of the hottest topics for B2B technology marketers: Get it right and the results can be almost magical. Since it was pioneered by the ITSMA, ABM has grown in adoption and impact.
The ITSMA developed a seven-step process for ABM:
Knowing what is driving the account
Playing to the client’s needs
Mapping and profiling the stakeholders
Developing…
Driving Leads Through Account Based Marketing (ABM)
Client: Vicor
Objective: Vicor Europe is focussing its sales activities around the customers and opportunities that have been identified as having the biggest impact on the sales and success within Europe. To support these activities, Napier recommended running an Account Based Marketing (ABM) campaign. This campaign would utilise existing content and focus some of the marketing budget…
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…
Top 10 Tips to Deliver A Powerful B2B Email Campaign
In our digitally developing world, there’s no doubt that emails are one of the most effective ways to help build relationships with our leads. Communication through email can gather vital data to help your team boost its marketing performance and return on investment (ROI).
Here are our top 10 tips to help develop, execute and maintain a powerful email campaign, which will resonate with your…
Radio Electronics Now a Part of Electronics Notes
We were recently contacted by Ian Poole, editor and owner of Radio Electronics and Electronics Notes. He informed us of the news that Radio Electronics is now being incorporated into Electronics Notes, as Ian enters semi-retirement.
Electronics Notes is a platform that has been set up to provide resources required by engineers and has been built on the success of Radio-Electronics, which…
B2B Technology Agencies Napier and Armitage Communications Merge
Napier Partnership Limited announces that it has completed a merger with Armitage Communications Limited, creating a group of three specialised B2B technology agencies comprising Napier, Peter Bush Communications and Armitage Communications.
The three brands bring together an extensive portfolio of clients across a wide range of B2B technologies and industries including semiconductors,…
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 also partly because B2B marketing doesn’t always adopt new trends first: as an industry, we like to use tactics that work rather than simply chase the latest, shiniest idea.
Writing the predictions, and then seeing how wrong we were, was fun. So,…
Why Did Napier Invent another Planning Process for Marketing and PR?
We’re very excited about the four-step process we use to develop campaigns for clients. Seriously, even though many other planning processes have been created in the past, we have found that our approach makes a real difference to the quality of the work we deliver.
Our approach uses four steps: DETERMINE, FOCUS, DELIVER and ENHANCE. This blog post explains why we felt the need to create…
EPN | Editor moves and other news
This is a summary of all of the blog posts we have written about EPN up to December 2018.
EPN to close, EDN Europe moving to EBP
February 13th, 2013
Reed Business Information is exiting the electronics industry (well OK, they still have an electronics email e-bulletin, but that doesn’t really count as a publication). Their licence to publish EDN Europe expires at the end of this month, and…
Electronics weekly | Editor moves and other news
This is a summary of all of the blog posts we have written about Electronics Weekly up to December 2018.
Electronics Weekly Reveal Results for Advertising Effectiveness Study
November 23rd, 2018
In September 2018, Electronics Weekly completed an advertising effectiveness study to discover whether print really is a vital part of the media mix for advertisements and news.…