Best Practice

At Napier we’ve been helping B2B technology clients create great PR and marketing campaigns since 1984. These resources contain some of the insights into effective campaigns from our technology PR and marketing experts.
 

Guides and Tips

• PR, content marketing and the sales funnel. Marketing isn’t just about lead generation: it can help throughout the sales cycle. This tip sheet explains the type of information that can help during each stage of a conventional sales funnel.
• How to win an award. Having a great product or service isn’t enough to win awards: you need to write a great entry. This tip sheet shows you how to write award-winning entries.
• Useful rules for press meetings. Are you planning to brief editors? This guide gives some useful rules that will make sure you don’t make the most common mistakes during your next press meeting. We’ve also created a video version of these rules for press meetings
• 7 tips for meetings at trade shows. Trade shows are great opportunities to meet with journalists, but they need a different approach to a press conference or editor tour. This tip sheet explains how to get the most from press meetings during any kind of event.
• Using payment-by-results to create better campaigns. Many people think that payment-by-results is simply an insurance for the client if things go wrong, but this attitude misses the real benefits of PBR. This tip sheet explains how to use PBR to improve the brief, ensure focus throughout the campaign and generate better results.
• Evaluating PR campaigns. Measurement and evaluation is essential if you are going to learn from your past campaigns and ensure that you do even better in the future. This tip sheet outlines some of the most common approaches to evaluation.
• Developing a social media strategy. Whether you are planning to launch your first social media marketing campaign, or disappointed with the return you get from social media, this tip sheet gives some great ideas on how to develop a social media strategy that will deliver tangible results.

Research and Trends

• Research that shows that even engineers still like printed marketing literature. An overview of Napier research that shows that cutting printed literature from your marketing completely could be the wrong decision.
• The use of social media by electronics design engineers. The adoption of social media is not uniform: different audiences take a very different approach to these tools. Our latest research builds on previous studies, giving clear facts about engineers’ attitude and approach to social media.
• The most popular forums for engineers and our Twitter benchmarking report dig deeper into the way engineers use forums, and the results you might achieve by engaging on social media.
• 8 Publishing trends for B2B Technology. Media is changing faster than ever, and it’s much more than a simple migration from print to online publications. This paper highlights the eight most important trends to watch.