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"Disrupted," Book Review - If industrial marketing was easy, everyone would be doing it.

Tue, May 31, 2016 @ 09:50 AM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, Process Equipment Marketing, Cincinnati Marketing Agencies, Cincinnati Advertising Agency, marketing agency, Industrial Marketing Agency, Advertising Agency

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Disrupted Book Cover DesignHey, Dan Lyons, you don't know what you are talking about. I'm talking about marketing, but he's talking about tech start-ups and mid-life displacement. His book "Disrupted -- My Misadventure in the Start-Up Bubble," was released in April. Lyons' memoir traces his career -- he's a journalist with deep roots in the tech industry-- through being hired by a Boston area-based marketing software company start-up. But don't read Disrupted if you want to learn about Internet marketing.

Three years ago a prospect asked me to find a web site program that integrated a customer relationship management program with an easy-to-use content management system. After some research into WordPress, Eloqua, Marketo and Pardot; I pitched HubSpot (the company Lyons joined as a Marketing Fellow). I found the WYSIWYG (What You See Is What You Get) editing screens were easy and the price was right for what the prospect wanted. Never got the job with the pharmaceutical machinery company but signed the agency up for Hubspot and became a Partner.

From reading his book, Lyons hasn't described the basics of marketing. Know you audience, get to know their pain and offer solutions that move them to your solution. After nearly 40 years in the industrial marketing world, that method is similar to Dale Carnegie, Sandler Sales System and what I learned of P&G's marketing methods from coming across their educational tools to marketers. "Know your audience, where they are in their purchasing process" and create marketing materials that move them toward your solution. Sure Hubspot Culture (which we adopted with a grain of orange salt) fits the start-up culture Lyons describes but I always looked at them as offering good tools to measure and accomplish marketing goals.

Probably the most eye-opening thing I learned was HubSpot's call center. The whole idea of Inbound Marketing is to get away from call centers, but at least it's a warm call center and HubSpot is designed to create a pool of candidates that will finally need a call to move the needle.

But then his book returns to employee hijinks. Halloween Parties? Dan, everyone has dressed up for Halloween at their companies to one extent or another. I think you would be better off writing about accounting procedures rather than marketing. Marketing isn't a science. It's a bit of personality, a bit of application knowledge and a ton of perseverance. You have to contact prospects almost ten times to get the opportunity to make a sale. In the industrial world, you make friends for life because just like pollution, "Nothing Goes Away." The industrial marketing world is made up of hard working engineers that care about their customers and stick around. So my company isn't like Hubspot, but their software will teach you how to leverage the internet to market an industrial product.

Chuck Lohre, of Cincinnati Advertising, Branding, and Marketing Agency, Lohre & Associates inc.The really great thing about HubSpot is its educational track. They provide very detailed and expertly written videos to learn and a good test to take. I've gone through to "Partner" status and our programmer has accomplished the "Design" level. It's been hard to get our interns and even others on staff and associates to take the "Inbound" test so we all get-together and take their test together. It's fun; we re-enforce the methodology and the candidate get their badge. I wish you would have reported just a little bit about the history of industrial marketing, the perfect match for HubSpot, it started with the industrial revolution patent models and now has morphed into YouTube videos and webinars.

Back in 2013, internet marketing was starting to overwhelm me and I was lost as to how to advise my clients. When I learned about HubSpot and how to break down the sales education process into specific steps I could understand and had the software tools to implement; I was relieved. Now there is no internet marketing problem that I can't diagnose and solve. Hubspot gives you all the tools, white papers, spread sheets and calculators to take any good product from zero to 60 overnight. And to upgrade your website. Don't reinvent your website, fix the problems and measure results. Are committee meetings and irrelevant parties in your company throwing wrenches into you site redesign process? Try HubSpot's' "Growth Driven" site re-creation template. But be prepared to lock upper management, sales, marketing, and manufacturing in a room for a few days. Hubspot has the finest marketing education materials I have ever seen. The problem they face now is how to make it fun. Real learning, means turning the tv off, unplugging the phone and studying. "Inbound," HubSpot's annual conference puts a fun spin on the hard work of marketing. There's nothing wrong with that. I'm looking forward to seeing in person my teachers and counselors. They are my "Peeps." And I'm a 60 something, enjoying learning from kids that could be my children.

"Disrupted" is a good read and history of tech start-ups and the new business of selling a mysterious "Secret Sauce" from a company that loses money. To me, Google is the only one pulling it off. Its model is to create a search engine, sell ads on it, and give advertisers the tools to measure it. It's the fox guarding the hen house. We spend thousands of dollars per month on internet advertising. Very hard to measure success and very easy to lose thousands, instantly. Google sells me ads for chemical processing equipment and their measurement tools tell me that girls 18-24 in southern California are the majority of the folks that click on a machine that, "processes three cubic meters of material in an hour." That's the text of the ad! LinkedIn at least allows me only to advertise to specific companies or job titles. For that chemical processing equipment, they are only 13,000 appropriate titles worldwide. I only get chemical and mechanical engineers to join my LinkedIn Group from our advertising. I hope LinkedIn does make some money for their investors soon, but it doesn't matter to me. The "Emperor's New Clothes" have been the latest fashion for as long as an invisible thread has been sold.

Internet Marketing Graphic on Lead ForensicsI enjoyed the chapter on Salesforce, everything about the excess and nothing about the reason the software has such possibilities. Next week I'll be looking over a demo of LEADForensics. A program that mashes up your visitors Internet Provider (IP) address and the people that work at the company. Like Salesforce, this only works well if the company you are trying to sell to has their own IP address. The people that work there come from an open source, voluntary database that is maintained by users. I've used it since it was Jigsaw and is now owned by SalesForce. The possible power of all this is that you will be able to see who is visiting your site and what they are looking at. Normally you can only do this with HubSpot, and the other providers, because the visitor has given you their email address. But the time is coming, because of increased computing power and the cloud, that you will be able to know who is looking at your website without their giving you that information. Call it artificial intelligence or just guessing; it's coming. But I'm not convinced that I'll be persuaded next week because the engineers that are the salespersons for the companies I work for don't have time to chase luke warm artificial intelligence leads. Which brings up another problem inbound marketing has to solve, the buyer persona of one. When you are selling a quarter of a million dollar piece of equipment which includes a lifetime of service and maintenance, AI's not up to it yet. But it's coming!

Oh, and spending way too much on trade shows and conferences is no stranger to industrial sales, just worse! One of our clients told me once, "If the customer wants to go to a whore house, you go to a whore house, if he wants to go to church, you go to church!" But those "Mad Men martini lunch" days are long gone, today industrial equipment firms are very well run and good places to work. They are that way because many times 60 percent of their sales are from parts. You don't fire experience when you need it to stay in business. One firm I've worked for offers parts on machines made in 1946!. There are still very few women in manufacturing, mining and engineering and the trade shows are 95 percent men. The only real benefit in the young is smarts. If you can get along with others, have a high IQ (or just work harder) and are goal oriented, you will easily get a high paying job for life.

The apology that Lyons gives to Spinner, the person that nabbed the Times article (that Dan pissed all over) points out what's wrong with his disrespect for marketing. I'm the one that gets my clients published in the trade journals and my clients appreciate it. They would have gotten coached and would have been demoted if they pulled the stunt Halligan did. I'm past the midpoint of the book and Dan still hasn't explained what it is that makes Hubspot great software. Why I enjoy their educators, my small group coach and my account manager. We're focusing on basic marketing principals and developing content that gets the phone to ring. Instead of making fun of Marketing Mary I wish Lyons would have described her typical day and the understanding her boss has about internet marketing and the realistic goals they work together to accomplish. That's what makes Hubspot great, nowhere to be found in Disrupted.

In the end, Disrupted is about awful office politics and the journey of a 50-something displaced journalist. (I get that because I'm married to someone who has been through a similar career disruption). That happens when a company doesn't have employees that just do the right thing. I've found that if I have to micro-manage anyone, I made the wrong decision to hire them. It's my fault and I have to deal with it. I've struggled since 9/11 with trying to get the rudder back on the ship, but it's the economy that rises all boats. We work on the principal that we will always deliver the best job possible for our clients even if we lose money on the job. At least we'll know how to quote a similar job the next time. That's the base of our marketing pyramid, next is the referrals of the clients we have. The next level is the companies we meet at the major machine tool, chemical and mining conferences. Companies that are in Ohio, Kentucky and Indiana. At the top of the marketing pyramid is our web site. It's always been an educational site that gleams from nearly 40 years of learning best practices from creating attention-getting advertising to working with the technical journal editors and designing literature. We have the number one page on "Literature Design" on Google and Bing. HubSpot helps us focus these resources, add to them and properly promote them. That's what every good company should be doing and HubSpot can help you and your company do it. I'm all in.

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LinkedIn Groups are a Perfect Opportunity to Promote Your Process Equipment Marketing

Fri, Jan 08, 2016 @ 11:24 AM / by Chuck Lohre posted in Inbound Marketing, Social Media, Internet Marketing, Process Equipment Marketing, Business to Business Marketing, Social Media Marketing and Advertising, Business to Business Advertising, Internet Advertising


(Set up a LinkedIn user group for your industry and populate it with educational material and application examples once a week. Every other week post the discussion as an announcement. Keep it strictly educational and don't compare your products to another. Advertise the group with LinkedIn small photo and text ads to your audience during the work week. It might only be 8,000 worldwide but it is your audience. This post came from SWECO: Screeners, Sifters, Separators. )

Carbon Products Manufacturer Triples Production Rate, Upgrades Screening Efficiency

A carbon products manufacturer out of Florida, USA, produces granular activated carbon from charcoal. This material is used for purification in the water, petroleum and alcohol industries. The carbon substance is activated in the processing flow. The firm also processes powdered activated carbon used in chemical, water, oil and fat, drug and sugar industries. The activated carbon is used for purification, decolorization, refining, recovery as well as odor and taste removal. The company sought the most efficient screening method to increase production rate of their activated carbon materials. Screening specifications called for various mesh sized material. The screening device selected must screen several fractions of carbon material at a high production rate.

The manufacturer called in SWECO District Engineers to perform screening tests, using an 18” diameter SWECO Vibrating Screen Separator. This small unit, with less than 2 square feet of screening area, immediately screened more material than a conventional screen with 20 square feet of screening area. A more efficient separation was also obtained in using the SWECO Separator. As a result of the test runs, the company installed a 48” diameter SWECO Separator. This three-deck unit is equipped with screen cloths of various mesh sizes - according to product sizes needed - and a special dust cover.

After installation of this Separator, it was found that a flow of 2700 lbs. per hour could be produced. Production specifications called for 600 lbs. per hour, which was easily handled. If the company wishes to increase rates, they have a screening machine that can handle the job. A conventional rectangular screening device produces only 200 lbs. per hour of this carbon material.

Learn more at the SWECO Technical Library http://www.sweco.com/technical-library.aspx

See SWECO at the 2016 International Production & Processing Expo (IPPE), http://ippexpo.com/. January 26-28, 2016, Atlanta, GA, Booth 7948.Click to edit your new post...

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Robots, Cobots & the American Dream (Metalworking Equipment Marketing Ripe for Inbound)

Wed, Nov 25, 2015 @ 12:25 PM / by Chuck Lohre posted in Inbound Marketing, Internet Marketing, Metalworking Equipment Marketing, Website Design, Business to Business Marketing, B2B Marketing, B2B Advertising, Internet Design and Development, Web Design Company, Cincinnati Web Design Agency, Internet Development, Business to Business Advertising, Cincinnati Website Design, web development, Website Design Company


New Equipment Digest November 2015, Posted Date: 11/5/2015

Robots, Cobots & the American Dream Editorial by Travis Hessman, Editor-in-Chief

equipment marketing image : robotsIn just three years, an improbable new technological concept emerged from nowhere and completely took over the market. In the process, it has given manufacturers across the world new capabilities, powerful new tools, and new hope for the future.

I met my first industrial robots three years ago at IMTS 2012. I had written about them for years, of course, and had read just about everything there was to read about them and their long, slow evolution.

But 2012 was my first real-life encounter; my first chance to really get in and see what they could do. 

It wasn’t exactly what I’d imagined. 

I was hoping to get up close and personal with these machines and get a good look at their mechanics, their bright paint jobs, and awesome designs. 

What I got was a lot of fences, a lot of barriers, a lot of distant glimpses of the great machines in action. I wanted a wild safari, but I ended up with a tame zoo. 

The one exception, tucked away in the back of a quiet hall, was Universal Robots’ brand new collaborative robot. 

The Danish startup’s bots were a bit of an oddity at the time. They ran without the cages and barriers of traditional robots, in fact waving their arms through pre-programmed dances right over the heads of visitors. The UR staff drew crowds and shocked gasps by letting the robots run right into them on purpose. 

No one quite knew what to think of them. There wasn’t even a name for this kind of robot yet. Along with Rethink Robotics’ Baxter, these devices were forging a new direction for robotics, one that defied everything they had been doing for the previous 51 years.  

No one thought it would last. No one thought any real manufacturer would ever need such slow, clumsy devices. And absolutely everyone was sure that OSHA would shut them down before they ever got adopted. 

They were wrong. 

Fast forward three years to the machine tool show at EMO Milano 2015. The entire robotics industry has shifted; collaborative robots are everywhere now, and not just upstarts, but from the major traditional players like Kuka and ABB.

Even more exciting, now we can get up close and personal with giants, too. At Comau’s booth, for example, there was a shiny Racer3 running at full speed in the middle of the pavilion with no barriers at all. Just spinning around shuffling mini basketballs in quick, lethal motion right there in the heart of the traffic. 

The machine was equipped with sensors designed to detect any approaching body – slowing its powerful arcs upon initial approach, and finally stopping before we got within striking distance, only to automatically restart upon retreat.

I find this to be the most encouraging development imaginable. 

In just three years, an improbable new technological concept emerged from nowhere and completely took over the market. 

For a supposedly conservative industry, one that is slammed for being overly-regulated and rigid, these innovations have erupted at an amazing pace. In the process, they have given manufacturers new capabilities, powerful new tools, and new hope to face the issues of the future. 

Wherever you stand on the machine-vs.-man employment debate, this innovation cycle holds a lot of promise. It shows that the manufacturing industry is still capable of quick change, of adopting new technologies and putting them to real work. 

It’s proof that this is still a powerful, vibrant industry. One that is here to stay.


(Thanks for the great editorial Travis.

I commented after your article that I had just visited Fanuc here in Cincinnati, and they demonstrated a cobot. The videos in this post are from that trip, hosted by the Cincinnati Chamber of Commerce.

My interest is that any product that requires a lot of education and hand-holding is great for "Inbound" marketing practices. "Inbound" is a new term used to describe marketing automation that uses great content with social media to draw visitors to your website. Even more great content captures the visitor's email address, and you're off to the races nurturing them into customers. It's not as easy as it sounds because it requires you have an encyclopedic knowledge of your product and the decision process a customer uses to purchase it. Typically a good sales manager has that but the real challenge is to get marketing and upper management to invest in putting it into action with communications and deliverables.

The internet, email and the almost constant use of all sorts of screens are pushing this trend. Besides great content delivered at the right time, you need to use the internet to promote your content. This is much harder than you think. You can't just publish a blog, and they will come. You need to work with media that is well respected and collaborate with them to offer your content and get it linked from them to you.

Like cobots, "Inbound" needs a lot of promotion, but it is the future of marketing.

Chuck Lohre)

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What is the State of Industrial Marketing? The State of Inbound Report.

Fri, Nov 06, 2015 @ 12:11 PM / by Myke Amend posted in Industrial Marketing, Inbound Marketing, Hubspot, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Business to Consumer Marketing, Business to Business Marketing, Business to Business Advertising


Welcome to the seventh annual State of Inbound report. We’re glad you’re here.

Whether this is your first time reading this report, your seventh time, or you just arrived here on a whim, you’re bound to have some questions.

“What is State of Inbound ?”

Every year, HubSpot surveys thousands of the world’s foremost marketers and salespeople -- HubSpot customers and non-customers alike. We poll them on their most pressing priorities, the challenges they face, and the tactics they’ve used to meet those challenges head-on. We track our respondents’ quantitative answers, collate and consolidate their anecdotal answers, and put the polished result into a master report: State of Inbound.

For the last seven years, the report has tracked the practice and adoption of “inbound marketing.” Instead of blasting out interruptive ads and trying to pull people to your company, inbound marketing uses helpful content to attract visitors and get them to engage of their own volition.

Last year, we added sales to the mix to provide a more complete view into the entire lead-to-customer lifecycle. Our research found that salespeople struggle with a lack of information about their leads and manual data entry -- two challenges that necessarily reduce their effectiveness at converting leads to customers. Just like Marketing’s lead generation is of prime interest to salespeople, marketers would be wise to take the problems sapping Sales’ efficacy to heart.

Considering that aligning marketing and sales practices is critically important to a company’s success, this report contains both marketing- and sales-specific results -- as well as areas where the two intersect.

“Is anything different from last year’s report?”

Yes, a lot is different in this year’s report. We asked some of the same questions (for trending data) and several new ones (to keep pace with emerging marketing trends).

The biggest change is that 2015’s report doesn’t cover the emergence of inbound marketing as it has in past years -- the principles are now well-entrenched. Rather, this year’s data begins to reveal why leaders lead and laggards lag. You’ll also find trending sales data that reveals how salespeople’s pressing challenges and priorities have shifted since last year, in addition to attitudes toward buzzworthy sales practices such as social selling.

We’ve also improved our entire process since 2014. Thanks to rigorous QA, we’ve ensured that this year’s data is more representative of the marketing and sales industries as a whole. First, we dug deeper into segmenting different marketing and sales tactics on a more granular level. Additionally, we expanded our reach globally, engaging audiences in 150 countries across six international regions.

Who We Talked To:

The State of Inbound survey has always been comprehensive, but this year’s report is truly a global document, with more than 150 countries represented. The majority of our nearly 4,000 respondents are marketers who work for B2B SMBs, and only one-third have an affiliation with HubSpot. Half of the companies represented generate under $1M a year in revenue, and the other half generate over $1M.

We hope this article can serve as a roadmap for your organization’s entire approach to inbound marketing and sales in 2016. All data was gathered on the back half of 2015 to give as accurate a representation of the current industry landscape as possible.


Read the rest of this study
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What does Hubspot's "State of Inbound" report have to do with industrial marketing?

Thu, Oct 15, 2015 @ 01:58 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, Marketing, Marketing Automation, marketing agency


A lot. We totally agree that "salespeople struggle with a lack of information about their leads and manual data entry." That's why we got into Hubspot, 65% of their users are B2B.

Is Hubspot industrial marketing? 2015 Inbound Report.

Inbound for us wasn't a new concept. Industrial marketing has always been about educating the prospect until it hurt! Engineers are our salespersons, and test trials are our free consultation. We've found that Hubspot clearly speaks our language and provides a great educational platform for everyone in the organization from client to an agency. It encourages public relations and product publicity. In industry, our blogs have always been articles in the technical trade journals. Application presentations at conferences. And patents. A little overkill for selling lipstick but the day to day for us.

The other thing that Hubspot and inbound marketing, in general, has given us is a solution to the first sentence. Today, you can track a hummingbird flying around your site. And when it comes back after migration. When it finally does take a sip, you've connected a face with a history. Slowly, they self-qualify themselves and sales engineers just might warm up to contacting them. Or at least they'll have a much easier call when they are following up with a request. It's light years out of the stone age with the new tracking tools.

Is Hubspot industrial marketing? 2015 Inbound Report.

Calculating ROI is still a problem with our clients and us. But the tools are there, and they are getting easier every day. At the most recent Inbound 2015, we learned that a typical ROI for an industrial lead was 50%. Now you've only recovered $500 from your $1000 investment in marketing but the lifetime value of that customer could be millions. The time is now. The tools are available. And free with Hubspot!

One thing we don't agree with the report is that traditional display advertising in the technical trade journals is a waste. They are for most companies because they don't realize that your investment is also an invitation to contribute editorial material to the publication. Over 50% of the companies that purchase expensive display ads never send in new product news releases or contribute an article. That's a waste to the 32-37% that say it is. Those technical articles should be the foundation of your content.

One other thing we disagreed with is that you can hire an outside writer to develop the content. We bring over 35 years of industry knowledge to the table, and the best you can expect an outside writer to do is edit the work of an engineer that can't put a period at the end of a sentence. 41% of inbound is written by staff the report says. When we asked one of the writing services, at Inbound, to find us an author for "die casting lubricants," we got zero results.

One interesting thing about the report is that 83% of marketing budgets around $25,000 use inbound versus only 45% for budgets of five million. For small budgets they only use outbound 15% versus 55% for large budgets. And this is proven out by the new companies that successfully enter a market with a very low cost educational marketing plan. They write, they speak, and they become the answer guys for their industry. You can't stand on the sidelines anymore, information is too accessible.

Something that won't come as a surprise is that Sales thinks Marketing isn't relevant, and Marketing thinks Sales isn't looking for new markets. It's still true. You can't have a successful marketing department without some of the most experienced, insightful and visionary people in your company. Unfortunately, that's rarely the case. They have to predict the future, and that's very hard. Sales have and always will have their hands full dealing with applications and customers. What's new is that the software has gotten to the point that it can help predict the future and sales training methods encourage market innovation. Mainly because it teaches sales to listen to the customer, verify their satisfaction and share their needs. It just makes good business sense that sales and marketing start rowing together. Hubspot's training tools do that. They are designed for marketers, but they teach marketers how to make the sale, keep the customer and grow their opportunities. In one word it's, Delight!

It's so refreshing to have a tool that get's it! Download the full report by clicking the image below or here.

Download, The State of Inbound 2015

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B2B Website Checklist for Industrial Marketing

Wed, Jul 22, 2015 @ 04:45 PM / by Chuck Lohre posted in Inbound Marketing, Process Equipment Marketing, Marketing Automation, Industrial Website Design, Industrial Social Media Marketing, Website Design, Business to Business Marketing, Social Media Marketing and Advertising, Web Design Company, Cincinnati Web Design Agency, Cincinnati Website Design, web development, Web Design


Thanks to Jeremy Durant for inspiring this post as a fine tuning for your industrial marketing site.

Use this checkist to review your site and remember, don't throw out your entire site. Fix these problems while you update the look and feel slowly and consistently.

1. Is your site accurate?
Web Design and Web Development checklist image 1

2. Use your colors, fonts and white space to direct attention?
Web Design and Web Development checklist image 2

3. Help reach your goal?
Industrial Web Design and Web Development checklist image 1

4. Have testimonials on your site?
Industrial Web Design and Web Development checklist image 4

5. Educational?
Industrial Web Design and Web Development checklist image 5

6. Use any black hat SEO methods?

7. Use the same phrases in your copy that you want visitors to find you for?
Industrial Web Design and Web Development checklist image 7

8. Function on a smart phone?

9. Written for Buyer Personas?
Industrial Web Design and Web Development checklist image 9

10. Use your prospect's social media?

11. How many visitors generate a new prospect?

12. Easy to edit?

13. Easy to navigate?

14. Focused on one visitor's needs?
Industrial Web Design and Web Development checklist image 14


In the final review, it's most important that your site come up in the search engines for the search phrases you want to be found in. If not, buy adwords, remarketing, or LinkedIn ads until you do.

 If you liked this post you may like, "Pay Per Click - Good Industrial Marketing Idea or Money Pit?"

Download our free guide to Creative Marketing Communications,

Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Hubspot: The Solution for "No Time" Marketing Communications

Wed, Jul 22, 2015 @ 12:00 PM / by Chuck Lohre posted in Inbound Marketing, Marketing, Internet Marketing, Marketing Automation, Construction Equipment Marketing, Social Media Marketing and Advertising, Equipment Marketing and Advertising, Internet Advertising


Overwhelming. If that's what marketing communications has become -- help is on the way!

Gone are the days when a few publications covered your industry and only the accounting department had computers. Now the biggest change is smartphones, it's practically impossible for a company to afford programming for the small screen. There is a solution, Hubspot. Here's a list of the advantages:

  1. Easy to Edit. Websites must be kept up to date. Content is the number one driver of marketing success
  2. Defines Your Brand. Hubspot guides you through the keywords you need to promote and suggests content.
  3. Focused Page Content. You'll learn every page has a purpose and a path to accomplish it.
  4. Teaches You How to Blog. From keywords to tags and images, you can't fail.
  5. Audience Love. Great content delivers great visitors and great customers. You'll never be accused of spamming.
  6. Email That Gets Through. You'll learn how to navigate the filters.
  7. Competitive Insight. They are your best teachers. Use them.
  8. Trends and Suggestions. You would have to pay thousands for this customized advice.
  9. Training, Training and Training. Every day, twice a day - it's easy and fun to interact with great professors and students.
  10. Ready For The Future. You are automatically smartphone enabled. Poised for next steps!

Easy to Edit

Easy To Edit Marketing Communications resized 600

It couldn't be easier to edit a website. It looks just like your site. You navigate it the same way. Click on the little orange boxes to edit. We have never seen a better interface. If a site is too hard to edit by the individuals responsible for the content, it becomes a dysfunctional bottleneck and a corporate embarassment. Just log in and edit, it's that easy.

Defines Your Brand

Brand Definition Marketing Communications resized 600

Your site should evolve as your product offering and as your brand evolves. As you consistently add content to every section of your site, you will update and advance your message and brand. That's marketing communications at its easiest and best.

Focused Page Content

Website Page Performance Marketing Communications resized 600

Hubspot has a Page Performance checklist that's easy to follow and keeps your pages optimized for search engines, readability, simplicity and keeps you focused on that action you want the visitor to take!

Teaches You How To Blog

How To Blog Marketing Communications

From title, images, length, meta tags, meta description and keywords, the Hubspot blog writing program is much more than a word-processing program. It matches your URL, internet address, page title and the headline of your blog for maximum search engine optimization. All automatically, just follow the suggestions and comments.

Audience Love

Make Love Not Spam Marketing Communications resized 600

Hubspot helps you understand your visitors so you can give them the content they want. This "Green Marketing" blog post is the most popular on our site. It's a report on the foundry industry, combined with references to several other websites, that makes for a great post and one our visitors feel has value. Hubspot teaches you this and how to do it. Customers are always the best sources of content.

Email That Gets Through

Spam Proof Marketing Communications Email resized 600

30 percent of emails from most popular email programs get filtered out. Hubspot teaches you the high road of how to get personal opt-in email approvals. You will learn never to send an email someone didn't ask for or expect. One fundamental of "inbound marketing" is the customer drives the bus.

Competitive Insight

Competitve Marketing Communications resized 600

You'll know exactly how you compare to your competitors. Pardot has been doing marketing automation a lot longer than Lohre & Associates and it shows. They have 10 times the traffic rank, a hundred times as many pages indexed, and a thousand times as many sites that link to theirs. We're working on it. Like many companies with great sites, ours was under promoted. "Build it and they will come," doesn't work on the internet. You must share your content with your social media network. Hubspot makes it fast and easy to track.

Trends and Suggestions

Marketing Communications Trends resized 600

Sure, Google Analytics is a great program to track trends and suggestions, but it's too difficult for a novice. Hubspot makes it easy by integrating your social media, blogs and site page traffic. With one click you can take action in a few minutes instead of falling asleep.

Training, Training and Training

Marketing Communications Training resized 600

Hubspot has the best training in the business. Every possible subject is covered with interactive webinars and your peers are in class. They will become your partners in marketing communications best practices along with up-to-date tools and techniques. And it's fun. No one will do anything unless it's fun.

Ready For The Future

Smartphone Marketing Communications resized 600

To conclude with the reason we wrote this blog, if you don't optimize for smartphone viewing, your site would not keep pace with today's marketing communication trends. Hubspot does this automatically for all of your content across every possible smartphone configuration. That's a service you would have to pay thousands for. And you must have it.

If you have enjoyed this post you might also like, "Review: "Designing B2B Brands" for marketing communications"


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12 Changes That Will Impact Your SEO Strategy (Or not.)

Mon, May 25, 2015 @ 12:12 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Industrial Search Engine Optimization - SEO, Industrial Marketing Content, Marketing Content, Internet Design and Development, Social Media Marketing and Advertising, Internet Development, Content Creation, Internet Advertising, SEO Strategy


May 25, 2015 // 7:00 AM, From a Hubspot Post with commentary by Chuck Lohre for the industrial search.

Written by Young Entrepreneur Council (YEC) | @


SEO is a moving target that can really affect your business. This means that as a startup founder, you need to be prepared to make your strategy work no matter what Google enforces.

(Industrial search doesn't move that much. Sites we have done for hugh water pumps ten years ago are working perfectly well today. There product hasn't changed in 50 years. Why should their site? They just keep getting orders from around the world because we wrote the site for people looking for that very unique pump. If we had anything new to say we would, but we don't)

We asked 12 entrepreneurs what trends they have noticed in the past year and how they have prepared their business. Here's what they have noticed:

1) Increasing Attention to the User

In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However with the leak of Google's Quality Rating Guide back in August, it has become crystal clear that modern SEO is all about adding quality rather than quantity. We shifted our entire content marketing strategy to be about the user, creating engaging content that compels our audience to take action.

– Phil LaboonEyeflow Internet Marketing

(Still, you have to use the words that your visitor is searching for. Search engines can't guess what you are thinking.)

2) Optimizing for Mobile Traffic

Google recently started including a 'mobile-friendly' notion next to website for mobile search results. Making sure you have this next your site increases the CTR for your website and the over amount of traffic. I suggest you test your site with this Google tool.

– Yossi FishlerAndy OS, inc.

(It's all the rage but the jury is still out on this when it comes to multi-million dollar machine tools. A very large percentage of those searches are on a desktop and not a tablet or cell phone.)

3) Emphasizing the Importance of Social

Whether it's social sharing from your site or traffic coming from social media, the importance of social engagements is really affecting SEO. It's part of SEO's way of measuring interactions with your pages and content, which are proving to be more and more important. If no one is interacting, it reflects poorly on your page quality and hurts your chances of ranking.

– Brooke BergmanAllied Business Network Inc.

(The largest social feedback we get is when we misspell a word! Of course we were explaining the energy involved in a process and the preventive maintenance procedures.)

4) Identifying Negative SEO

With penalty algorithms, negative SEO can now impact businesses that are not carefully watching their backlinks and other metrics. There have even been studies of sites hit by negative SEOs that sent bogus traffic and negatively impacted bounce rate and CTR from Google SERPs. Watch your link profile, analytics, and be on the lookout for misuse.

– Marcela DeVivo, Gryffin Media

(The only backlinks we have are from industry directories we like and our customers use.)

5) Focusing on Storytelling

Keyword stuffing is a thing of the past. Now, artful storytelling is the only way publishers will get visibility in the SERPs. Our business focuses on helping brands create compelling content with YouTube creators, so updates to the Google algorithm have been immensely helpful in improving our value proposition to clients and the long-term value brands get from their Grapevine campaigns.

– Danny WongGrapevine

(Keyword stuffing doesn't mean not using you keyword in the URL, title, headline and body. That's just common courtesy to the visitor. And to the search engines.)

6) Introducing More Penalties

Our daily tests from 5,000+ sites prove that you will get penalized for both on-site and off-site issues that you may not be aware of. Look closely at the quality of pages you're indexing in Google, eradicate duplicate content, improve your user experience, and ensure you're monitoring your incoming links, disavowing those that are working against your assets. It matters more now than ever before.

– Alex Miller, PosiRank LLC

(We're not sure if this is duplicate content. But it would be if this was a much more popular blog.)

7) Looking for a Google+ Page

If you are a local business, having a website isn't enough to rank well in Google's local search listings. If you want to rank well you need to unlock, verify, and optimize a Google+ Business Page (referred to more recently as a Google My Business Page). If you want to maximize your search traffic from Google, treat your Google Business Page as you would your website, and optimize accordingly.

– Kristopher JonesLSEO.com

(It's fun to update your Google + page. Not sure if it effects much yet.)

8) Aggressively Targeting Blog Networks

At the beginning of 2014, Matt Cutts, head of webspam at Google, announced that the idea of "guest post networks," which had been effective in the past, were on their way out. In the middle of 2014, Google took action against several large networks, including MyBlogGuest, and penalized many high-ranking sites that had participated in linking schemes. Guest bloggers need to rethink their strategy.

– Sathvik TantryFormSwift

(This is the practice of making a post to your blog with a URL to the site they are promoting. They are done by robots and sounc goofy.)

9) Optimizing for User Experience

Where do take your SEO strategy when you've got links, titles, and content covered? Recently we've revamped our site to offer a better user experience. Within three months of rolling out the changes, time on site is up 30% and our bounce rate is down 9%, all while our search traffic is up almost 110%. Google is looking for quality indicators. Make sure your user experience isn't sending the wrong ones.

– Nick ReeseBroadbandNow

(What is a better user experience? Making it easy to find what they are looking for with out looking too busy.)

10) Becoming More Predictable

SEO is now easier than it has ever been thanks to big data. The key to successful SEO is having a strategy in place that records your previous efforts, compares those efforts to your current results, and then predicts which activities will provide the most value in the future. SEO was an art before big data. Now it is a science.

– Roger BryanEnfusen Digital Marketing

(Determine the keywords that are important to your business. Write your content to educate the visitor about those topics. If you don't rank, buy AdWords, but never stop trying to rank free naturally. We have retired AdWord programs after the client's site was ranking naturally for all the important phrases.)

11) Using Location as a Source

Since we are a global identity verification company, it's important to understand how changes in Pigeon's algorithm would affect the visibility of our website in local listings.

– Stephen UffordTrulioo

(Even un-local purchasing is effected by location. Local offices and sales reps are the cause.)

12) Optimizing for Entity Search

We're always looking for opportunities to increase our footprint in Google's search results. With more search queries 'answered' directly in Google's search results, we only need to spend a few hours of development to be eligible for inclusion. As semantic markup expands to identify more entities, our business will be relevant for more complex and user-specific queries.

– Andrew SaladinoKitchen Cabinet Kings

(What he means is, if the visitor can get their answer by never clicking on your link, Google has succeeded. But a tree does make a sound even is no one is there to hear it.)

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Post-IPO HubSpot (Inbound Marketing) Still Playing Competitor Catch-Up

Wed, Oct 15, 2014 @ 09:36 PM / by Chuck Lohre posted in Inbound Marketing, Internet Marketing, Hubspot


By   |  Oct 14, 2014, from CMS Wire 

marketing automation, HubSpot Gains in IPO, Still Needs to Play Competitor Catch-Up

If competitor stories are valid precedent, HubSpot's IPO last week was a good move.

But it certainly won't be an easy road for the Cambridge, Mass.-based marketing automation provider that made its NYSE debut last week. Not with future investment in marketing automationfrom competitors and not with recent advancements like Oracle's integration with BlueKai, according to a marketing automation analyst. 

"IPOs worked for Marketo, Eloqua and Responsys, so the precedent is good," said Gerry Brown, senior analyst for customer engagement and marketing technology for Ovum Research. "Competition for HubSpot will become intense as other vendors, such as Sitecore, offer marketing automation as an add-on. HubSpot needs to make sure they don’t get distracted from execution by the razzamatazz of the IPO."

Need to Deliver

HubSpot's success, Brown added, depends on its ability to keep hitting quarterly revenue targets. Investors are watching. HubSpot raised $125 million for its initial IPO offering and is trading now this morning at $27.25, down from first-day trading of around $31.

The company certainly has some ground to make up after reporting consistent losses. We reported yesterday that HubSpot according to its S-1 statement filed with the US Securities and Exchange Commission lost $17.7 million in the first six months of 2014. That's compared with $16.4 million in the first six months of 2013.

Maybe, we wondered, it's not the time to invest in HubSpot.

"They need to keep showing quarterly growth and hitting targets," Ovum's Brown said. "Just look what happened to Rocket Fuel, whose shares fell from $60 to $20 when it missed its profit target in the first quarter. Stock market expectations are currently inflated, and newly IPO’d companies need to avoid volatility, and deliver on their promises."

But despite net losses, HubSpot gained a certain freedom through its IPO, according to Louis Columbus, vice president of Worldwide Marketing for iBASEt Corporation.

"HubSpot’s decision to pursue an IPO versus being acquired preserves its freedom to innovate and grow as it choose," Columbus told CMSWire. "According to its S1, HubSpot sees European and global expansion as essential to their growth." 

Outbound is Broken

Columbus sees HubSpot building out its product and services roadmap much faster than before, including their aspiration of being a platform.

"HubSpot clearly sees their business become more platform-centric over time, where applications are ancillary components to a broader strategy," he said. "The growth and maturing of their platform is key to their future. Being acquired would have forced them to reconsider the platform vision; now they are also free to continue building out that direction of their strategic plans as well."

Columbus also sees HubSpot's focus on content-driven marketing as "redefining lead generation" and continuing "over the long term." 

"Outbound marketing is so broken in so many companies, I doubt the cloud-based marketing automation space will fade out anytime soon," Columbus told CMSWire, adding:

Too many companies are doing a carpet-bombing approach to marketing; they are buying lists with tens of thousands of people on them who may not care at all about their products, and then they pump out e-mail campaign after campaign. This is very ineffective and often leads to marketers getting reputations as spammers. HubSpot helps companies break their addiction to carpet bombing e-mail campaigns and focus on attracting only prospects interested in speaking with them." 

Playing Catch-Up?

But is HubSpot's platform in need of catch-up to competitors? Ovum's Brown noted that Oracle announced the integration of Eloqua and BlueKai at Oracle Open World in San Francisco last week. Integration with Oracle and Responsys marketing automation will follow shortly, he added.

According to Brown, BlueKai is the force behind Oracle’s new cloud-based Data-as-a-Service (DaaS) proposition, which enables:

  • Online behavioral data to be merged and enrich enterprise customer data sources
  • Access to new potential customers through identifying relevant online behaviors and "lookalike" profiles

"A new partnership with company data provider Dun & Bradstreet also provides enhanced company profiling DaaS for sales teams," Brown told CMSWire. "This is well beyond what Hubspot and Marketo can offer for marketers."

Eloqua, he added, is now therefore becoming embedded into the Oracle Customer Experience stack, which includes sales and service, as well as marketing functionality.

"This far outstrips the range of Marketo’s ‘marketing only’ proposition," Brown said. "However, Marketo is still growing at 60 percent per quarter, which is a pretty healthy rate. Marketo is probably the best of the independent best-of-breed vendors that includes HubSpot and Act-on. These vendors will likely be constrained mostly to the mid-market as large enterprises choose integrated full enterprise-wide cloud suites from the likes of Adobe, Salesforce and Oracle."

Title image by lev radin / Shutterstock.

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Internet Marketing: Google Analytics Best Practices

Mon, Aug 18, 2014 @ 10:24 AM / by Lauren Campbell posted in Inbound Marketing, Marketing, SEO - search engine optimization, Internet Marketing, Adwords, Marketing Strategy


After attending a Google breakfast hosted by TopSpot last week, we at Lohre & Associates learned some valuable information on how to use Google Analytics most effectively and efficiently in the industrial market and we thought it would be great information to pass onto you, our readers.

Understanding User Behavior:

Google Analytics Best PracticesThis is a key component and probably at the heart of Google Analytics. The presenter, David Underwood from TopSpot, stated that the User Behavior tab in Analytics should be checked and monitored daily. User behavior includes New vs Returning visitor reports, Frequency & Recency and Engagement in time and pages. Knowing your user and how they function on your website is crucial to knowing how to maximize AdWords campaigns and your ROI in the realm of digital marketing. This allows you to better understand your users and provides information on behavioral patterns that can help drive content on your site. If you’re investing a lot of time and energy into developing one area of your website and don’t recognize that there may or may not be people using it, you are wasting time, energy and money on developing an unused portion of your site. This can even drive some companies out of the competitive market.

Internal Site Search:

One of the most valuable tools to have on your website is an internal site search. Allowing users to search through your site by typing in what they are looking for is not only extremely user friendly and makes their life easier, but it helps provide you with valuable information regarding how users are utilizing your website. This is prized data in the Google Analytics realm. This can not only help with SEO, but can also tell you where to invest more time and money into your website, if needed, and can give you information on AdWords campaigns and how to make great bids. Knowing what users are looking for gives you an advantage and helps you spend more efficiently on campaigns; getting more bang for your buck.

Analyzing Your Link Profile:

Building links can be very beneficial to your website, however if done improperly, it can be extremely detrimental. Previous Google algorithms rewarded link building, the process of linking to other websites from your website. Once companies realized that this could improve SEO, people went ballistic and now Google is much more stringent with linking and/or back linking regarding SEO. The newest algorithms reward the quality of the links themselves and not quantity. Mr. Underwood had some horror stories describing companies that had upward of 6,000 or more links (one horrible situation had 60,000!!) on their website to other websites and the detriment it caused to their Google search rankings. It is now very important to utilize Google Analytics to analyze your link profile. This will tell you if you have too many links or very low quality links. It should also be noted that sometimes it can take years to remove bad links from a website, so you want to be choosy in the first place. You should also expect that high quality websites may charge, upward of $1000.00, to have a link on your website; you must decide if the money is worth it or not. 

Conversion Quality:

This point really resonated with me. You must really define what a conversion is and make sure that definition is clearly explained to both the sales and marketing teams. Some platforms and programs define a conversion by receiving a click on the contact us button or by receiving an email from a potential lead asking for more information; however, if the person contacting you is asking for a product or service you don’t offer, then is it really a conversion? The marketing team might think so because it popped up in their data as one, but the sales team won’t because they can’t sell what they don’t have. Example: If someone reached out to Lohre & Associates through the website, filled out a form for us to contact them, it would show up as a conversion for us; however, if they contacted us looking for a pet to adopt, we really can’t help them because we sell marketing and communications services. How is that conversion going to generate a lead? It’s not! (But, I am sure we would direct them to the nearest animal adoption agency, but that’s not what keeps us in business). So be sure to clearly define conversions and don’t always allow the data to make the final quality assessment in this category. 

Puppies and bunniesDeep Breath:

Google Analytics can be very overwhelming for individuals and companies. There is a lot of information to digest and work through, but once you get the hang of it, the benefits outweigh the anxiety. Here at Lohre & Associates it has always been a commitment, but we still learn more and more each day and love being able to share, not only our knowledge with our readers, but also our journey. We are happy to help with any questions you might have about Google Analytics and how it can benefit your company. 

If you liked this post you would like, "Review: "Designing B2B Brands" for industrial marketing communications."

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