Mike Maynard, Managing Director
For any business, creating brand awareness, generating leads, and converting them into loyal customers is easier said than done. Be it B2B or B2C, problems begin with the fundamental mismatch between the way companies market themselves and the way consumers seek information about a product or service. While the means and methodology is one issue, “speed” is another that organizations have to overcome. Delays in lead conversation increase the risk of the lead being snatched by competitors. Gone are the days when traditional PR, sales or marketing tactics would help move prospects swiftly across the sales funnel—intrusive marketing, a once strong weapon in the marketing department’s arsenal, is today considered “SPAM.” One might assume that newer, more advanced tools such as HubSpot can help, but firms lack the technical know-how to genuinely make an impact. Today, the target audience wants to be able to find relevant information at their convenience, while organizations need a way to speed prospects’ travel through their sales pipeline. But how?
“We take our knowledge, experience, and insight to increase the speed at which prospects travel through our client’s sales funnel, generating opportunities more quickly,” says Mike Maynard, the Managing Director of Napier, a PR-lead, full-service marketing agency that specializes in the B2B technology sector.
Founded in 1984, Napier offers a wide range of PR and marketing services to help improve clients’ businesses by driving sales and subsequently, ensuring maximum return on their investment. Focusing on the four aspects of a sales pipeline—Campaign Strategy, Awareness, Lead Generation, and Engagement—Napier enables clients to attract new visitors, convert them into leads, consistently engage them, and turn them into loyal customers; all using best-in-class tools such as HubSpot, Google Adwords, Salesforce, to name a few. While the majority of agencies in the market also offer similar services, Napier’s differentiation lies in its approach and perspective on sales and marketing.
We take our knowledge, experience, and insight to increase the speed at which prospects travel through our client's sales funnel, generating opportunities more quickly
“Our unique four-step approach focuses on speed, flexibility, and continuous improvement. It allows us to rapidly deliver a measurable return on investment, and to continually optimize our campaigns to take into account changes in our clients’ needs and the market environment,” says Maynard.
By combining years of marketing and PR experience with market research, Napier has designed its four-step methodology for success, i.e. Determine, Focus, Deliver and Enhance.
This begins by understanding the market and identifying client strengths that can be used to achieve business goals. Moving forward, they drive motivators to target within the target audience, allowing Napier to identify the messages, channels and tactics that will drive prospects through the funnel more quickly. Thirdly, Napier leverages its PR and marketing expertise to integrate and amplify marketing activities to achieve maximum impact. Subsequently, by constantly taking into account changes in the business and technology environment the refining of Napier’s own goals are directed to improve the ROI delivered;and while all the steps are equally important, the last aspect of the approach is probably one of Napier’s biggest differentiators.
Unlike traditional marketing and PR agencies that offer an analysis of the campaign after the fact, Napier continually keeps an eye on what’s happening to improve the campaign while it is running. Another aspect that adds to Napier’s success in the market is that the firm is an integrated agency that brings speed to all aspects of their clients’ campaigns, taking data from every tool and channel in use. The cumulative data helps improve campaigns and ensure their success at any cost. In fact, Napier helped an e-commerce client generate over a million pounds annually with the same approach.
“Our approach is what makes us successful in the marketplace. We have published a book with more details on how to adopt it and ensure campaigns’ success. We hand over this book to every employee of our organization so that all our consultants are on the same page, working toward the same goal—to move their prospects through the sales funnel faster,” concludes Maynard.