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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.

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

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Why isn’t education a good industrial marketing idea?

The Data You Need to Make a Compelling Case for Inbound Marketing

by Erik Devaney

Date

March 20, 2014 at 8:00 AM, website.

(Thanks Eric for this informative post. We’re eating our own dogfood, trying to answer the questions: Why?, What?, How? and Who? of industrial marketing education. From our experience only a fraction of companies really have education at the core of their marketing strategy, but that’s all there ever was except for the low cost leader.)

100-stats-charts-graphsWhether you’re trying to convince your company that adopting inbound marketing is beneficial for business, or you’re hoping to get budget so you can start using a new inbound marketing platform, getting executive buy-in can be a challenge. In a world where people fear change and constantly try to minimize risk, bold, innovative solutions are often met with skepticism, if not disdain.

Fortunately, there is a magic bullet in this case: Data. While it’s easy to argue with mission statements and philosophies, it’s considerably harder to refute cold hard data.

That’s why we’ve put together this new presentation: 100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-In. We encourage you to flip through the presentation and copy/paste stats, charts, graphs, and entire slides into your own presentations for convincing your company that inbound is worth the investment. Virtually all of the slides are customizable, so you can update colors and fonts to match your personal (or brand’s) style.

Below are some examples of how you can use these stats, charts, and graphs to answer the tough questions.

Is Inbound Really Worth the Effort?

Like anything worth doing, inbound marketing takes effort. But is all that effort actually worth it?

In a word, yes. The graph below shows that while inbound marketing channels (specifically social, email, blogging, and SEO) do require higher time commitments than outbound channels, inbound channels are more likely to generate leads at a below-average cost.

inbound_strategies_show_positive_cost_per_lead_vs_effort

To put a firm number on just how inexpensive inbound leads are, we can turn to our friends at Search Engine Journal, who report that inbound leads cost 61% less than outbound leads.

inbound_leads_cost_61_percent_less

Are Other Companies Even Doing Inbound Marketing?

Absolutely! In fact, nearly 60% of marketers report that they have adopted inbound strategies.

nearly_60_percent_of_marketers_have_adopted_inbound_strategies

What’s more, nearly half of CEOs report that their companies have completely integrated inbound strategies with their marketing strategies at large.

nearly_50_percent_of_CEOs_report_complete_inbound_integration

What About This ‘Blogging’ Business? Does It Really Work?

Again, let’s let the numbers do the talking. For starters, companies that blog generate 126% more leads than those that don’t.

companies_that_blog_generate_126_more_leads

Furthermore, 43% of marketers report that they have generated customers from their blog.

43_percent_of_marketers_generate_customers_from_their_blog

But here’s where things get really interesting: of marketers who blog on a daily basis, 82% report that they’ve generated customers from their blog. 82%!

82_percent_of_marketers_who_blog_daily_acquire_customers_from_their_blog

Isn’t SEO Dead? Why Should We Dedicate Resources to It?

SEO is certainly changing, but it’s by no means “dead.” In fact, when it comes to comparing conversion rates of specific channels to the amount of effort they require, SEO is leading the pack.

seo_has_the_highest_conversion_vs_effort

And according to Search Engine Journal, SEO leads have a considerably higher close rate than outbound leads.

seo_leads_have_a_14.6_percent_close_rate

Tell Me More About This “Marketing Automation” I Hear So Much About

When used correctly, marketing automation software can give your business a serious boost. According to Gartner research, companies that use automation experience a 10%+ increase in revenue within six to nine months. (Not too shabby.)

companies_that_use_automation_increase_revenue_by_10_percent

If you’re wondering where you can find the absolute best marketing automation software available, we’ve got you covered. In a recent report from VentureBeat, HubSpot was named the “best all-around marketing automation system.” Here’s a breakdown of how all the companies in the report fared when it came to content optimization and content targeting.

hubspot_number_one_in_marketing_automation

That was just a taste of some of the data you’ll encounter in 100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-In. Download the full presentation to get access to all of the slides!

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Advancing Information Sharing Through Digital Industrial Marketing

National Association of Electrical DistributorsThroughout the entire three days at NAED AdVenture, there were several panel discussions and break-out sessions specifically designed for electrical manufacturers and distributors to discuss their relationship together; outside the realm of marketing. They were designed to help each sector better understand the other and to address key issues or topics that each had. Bringing the industry together in this fashion is extremely helpful to both parties and gives each party something to strive for in bettering relationships and processes with one another.

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Industrial Marketing Review 3-2015 Foundry Management & Technology Ads

Didion Advertising DesignDiDion Advertising Design 2 
Very good ad with four excellent testimonials. Good information but they didn’t have to go negative with “Competition relies on hype, bogus claims and negative scare tactics.”
 
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Hubspot’s 30-day Blogging Challenge – Two industrial marketing results we earned and learned

  1. It grew our traffic 30%
  2. Post relevant posts

Industrial Marketing SuccessYes, we have grown from 1000 visitors a month to almost 1500 per month. We met our goal. We chose that because Hubspot’s average of industry traffic indicates that 1500 visitors per month should deliver one new customer. Perhaps we will need to continue for two months with no new customers and get two on the third month, but that metric is extremely important to know. More and better content on your website will deliver customers. And you must find out what that content amount will be. Top of the list? It must be thoughtful, relevant content that educates your visitors and encourages them to take action — namely to develop interest in your product and contact you. You can easily drive that increase in traffic with Google adwords, but if your content isn’t educational and nurturing, it won’t deliver the desired results.

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Is Natalie Findlay’s Off and On” a Good Industrial Marketing Idea?”

BMW2 Industrial Marketing IdeaLike many in the US, we’d never heard of Natalie Findlay until we just couldn’t stand it anymore and Googled, “BMW Ad song.” She’s a “20 something” from Manchester England. A town with a strong music scene that has helped start her career by fronting for some more well know bands. But the kick start in the US came from the BMW commercial showing the old BMW passing the baton to the young BMW2. Did I go out and by a BMW? No. Did I always like BMWs anyway? Yes. Our earlier life buds, raced them and their aircraft history endeared them to us. We respect them. And treasure their tag line, “Drivers wanted.” Or was that VW? Just goes to show matching a certain advertisement with sales is nearly impossible. The song got a lot of interest in the US, but we don’t think for the market they need. But as Coke will tell you, get them when they are young, and you will have them for life. Considering the time and effort we have spent on this blog post, we’d say, “Yes, Using Natalie Findlay’s music is a good industrial marketing idea.”

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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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Catch Some Rays” with Your Mining Equipment Marketing “Battery!””

Gravel Batteries – As green energy proponents address its intermittent nature, good old-fashioned gravel may provide a solution.


Renewable energy is becoming more and more popular these days. We recently jumped on the band wagon and had solar panels installed on our home in Anthem, Ariz. On average, we have 299 sunny days per year, so it is a pretty darn good investment.

The down side to energy from solar panels and wind turbines is their on-off nature. When the wind stops blowing or the sun stops shining, the energy production stops. That is not a problem for us, because we are still connected to the grid and can get power even when the sun doesn’t shine. But believe me — they know how to charge rate payers who have solar!

Mining Equipment Marketing Fun.jpg

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Plan for an Industrial Content Driven Marketing campaign

Consumer media is getting very fractured, but industrial content driven marketing is still led by a few quality publishing houses.

Sure you can spend hundreds of thousands of dollars on full page ads every month in your industrial trade publications. But you wouldn’t be taking advantage of the invitation to supply educational and application articles to the publication as well. Industrial marketing is a partnership between you and the industrial publishing houses. And that includes trade shows as well. The best publishing companies also have the best shows.

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