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Welcome

Our new location is in Blue Ash Ohio. We moved our marketing agency from Cincinnati's Over the Rhine in December of 2019. If you would like to arrange a meeting, please call us at (513) 463-3429. In order to keep our employees healthy and safe, walk-ins are not currently welcome.

Get In Touch

Phone: (513) 463-3429
Address: 11223 Cornell Park Drive Suite 301, Blue Ash Ohio 45242

Our Location

Lohre Industrial Marketing Location

2017 Industrial Marketing Trends

Industrial marketing is different for mining equipment, machine tools and chemical processing equipment. We’ll review what is and isn’t working in industrial marketing trends.

A short history of Lohre & Associates:

  • —1996 Second Wind, small agency coaching
  • —9-11-2001 The end of growth
  • —2002 Goal: More control over business growth
  • —2002 EDOC Outsourcing call center
  • —2004 Society for Marketing Professional Services (Engineers, Architects, Builders)
  • —2008 Recession, things got worse
  • —2009 Green Building initiative
  • —2013 Hubspot
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1937 Cincinnati Ohio River Flood Anniversary

Cincinnati Enquirer remembers the 1937 Flood.

“After unprecedented precipitation, the Ohio River in Cincinnati rose to its all-time high on Jan. 26, 1937. It was a natural disaster than spanned the entire length of the 981-mile-long river. Michael Nyerges.” Read more.

One of the founders of our agency, Edmund Strauchen, did the above illustration for the Enquirer that day.

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Industrial Marketing for Engineering, Architecture and Construction

Industrial marketing is different for machine tools and chemical processing equipment, but it’s even stranger for engineering, architectural or construction services.

I learned of the Society for Marketing Professional Services (SMPS) back in 2005 when I asked Pete Strange, the president of Messer Construction, how I could get clients in building materials, construction and architecture. He said that SMPS was the best way to learn. I joined and served several years on the board of the local Cincinnati Chapter. The Certified Professional Services Marketer is the most valuable thing I have received from SMPS. It’s a body of marketing knowledge and methods that is nothing like selling lipstick or rebar for that matter. Here’s link to SMPS.org and a study guide to the certification.

Industrial-Marketing-Certified-Professional-Services-Marketer-CPSM.jpg

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B2B Sales Conversion Rates – Benchmark Research Finds Surprises

Implisit analyzed the pipelines of hundreds of companies to discover the channels that deliver the highest conversion rate. Are you focusing on the right channels?

Nov 20, 2014 By in AnalyticsCloudFeaturedSales

B2B Sales Conversion Rates’ processes are complex, with myriad stakeholders and prolonged decision cycles. That’s why it’s hard to know from the top of your head what’s working and what’s not. Fortunately, we have Salesforce, where we can track lead sources all the way to closing the deal.

At Implisit, we analyzed anonymous aggregated lead data from hundreds of companies to see what works and what doesn’t. Results are surprising: some channels are better at creating opportunities, but those opportunities are less likely to close; in other channels, it’s harder to create opportunities, but these opportunities are more likely to close.

 

B2B Sales Benchmark Research Finds Some Pipeline Surprises [INFOGRAPHIC]

Conversion Rate:
Lead to opportunity—13%; Opportunity to deal—6%

Overall, our analysis shows that on average, 13% of leads convert to opportunities and the average time for conversion is 84 days. Conversion rate from opportunity to deal is even lower — only 6% of opportunities convert to deals, but it takes only 18 days, on average, to convert.

The most important metric, leads to deal, shows one clear winner. 3.6% of employee and customer referrals convert to deals, higher than any other channel. This is followed by the company website and social. Among the worst performing channels are lead lists, events and email campaigns with less than 0.1% lead to deal conversion rate.

Another important insight is that employee and customer referrals, company websites and social also tend to have the fastest progression from lead to deal. It takes only 40 days, on average, to convert a lead coming from social to a deal. Website leads take around 75 days, and referrals take 97 days to convert. Lead lists, email campaigns trade shows, and webinars have the lowest conversion rate and the highest lead-time.

Webinars: only 2.5% opportunity to deal conversion rate

When we break the conversion rate into two parts — leads to opportunities and opportunities to deals — we see a few surprises. Webinars, for example, have the third-highest conversion rate from lead to opportunity (17.8%); however, it has one of the lowest conversion rates from opportunity to deal (only 2.5%). The company website has the highest conversion rate from lead to opportunity (31.3%), probably because sales reps are very optimistic when inbound inquiries are coming from the website. However, only 5% of website opportunities actually end up as closed-won.

Company Events: mostly closed-lost opportunities

Another interesting insight is the ratio of closed-won versus closed-lost opportunities. It seems that some channels deliver opportunities that consistently fail to convert to deals. Less than 20% of company events, lead lists, and partner referrals end up as closed-won. This is especially surprising — sales reps only open opportunities after they qualify leads. Still, even after qualification, it seems that these channels hardly produce opportunities with the potential to close.

Conclusion

In the complex B2B sales process, some channels deliver consistently better performance than others. The global winners are employee and customer referrals, company websites, and social. Outbound channels such as lead lists, company events, and email campaigns tend to have the lowest performance. It seems that closing a deal is as much about where the lead came from as it is about salesmanship.

2014-11-10 Benchmarks Infographic (2)

About the Author:

DSCF0363_1Gilad Raichshtain is the founder & CEO of Implisit. Intel recruited Gilad who, at 16 was their youngest engineer at the time. Concurrently, Gilad completed his computer engineering studies at Technion, Israel’s Institute of Technology. After 6 years at Intel, Gilad joined the Israeli Prime Minister’s Office and founded several startups. Gilad received his MBA from the Wharton School of Business, where he also managed Wharton Ventures. Additionally, as Genacast Ventures’ investment team member, a Comcast partnership, Gilad supported several portfolio companies, three of which were later acquired—two by Google and one by Adobe.

Download our free guide to Sales Lead Generation.

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Designing B2B Brands” – B2B Branding Lessons Update”

Branding lessons from Deloitte and 195,000 brand managers, by Carlos Martinez Onaindia & Brian Resnick.

For our last post of 2016 we’d like to update one of our most popular blog posts ever. This book still stands out as the best B2B Branding Lessons we have ever seen. Get in touch if you would like a free copy.

Designing B2B Brands.jpg

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What Does Design Have to do with Green Building Consulting?

Designer Spotlight

Sure, we keep telling you that 10,000 design professionals receive Blink annually, and the online catalog is available to over 50,000 art specifiers, but what kinds of people is this list really compiled of?

Today, we spotlight 5 of these designers and what it is they really do…

 

KNA Design | Residential & Hospitality

Complementing KNA’s award-winning design talent is sound technical expertise, as well as a practical approach to project management. During each phase of the project, from initial concept, through design development, to final installation, KNA seeks to distinguish their work through rigorous attention to detail, high standards and meticulous follow-through.

Bradley Design 1

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Review: Designing B2B Brands” for industrial marketing communications”

Branding lessons from Deloitte and 195,000 brand managers, by Carlos Martinez Onaindia & Brian Resnick.

HOW Magazine introduced us to this 2013 book published by John Wiley & Sons, Inc., it’s about Deloitte’s branding and its implementation throughout the organization. We saw an ad on HOW’s website.

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