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Volvo CE Crosses Channels for the Lead - Construction Equipment Marketing

Wed, Dec 09, 2015 @ 01:50 PM / by Chuck Lohre posted in Social Media, Internet Marketing, Industrial Social Media Marketing, Construction Equipment Marketing, Social Media Marketing and Advertising


Heather FletcherDecember 1, 2015

Thanks to Target Marketing

Volvo Construction Equipment North AmericaB-to-B marketers always want their own examples of marketing success, says Joel Book, principal of marketing insights for the Salesforce Marketing Cloud. Speaking during the company conference, Dreamforce, he chose Volvo Construction Equipment North America as the perfect example to highlight, full-screen, in a movie theater at Westfield San Francisco Centre.

“Everything is focused on the customer,” he says of the “innovator” that’s brought in $100 million in sales of new and used equipment during each of the past five years using its cross-channel digital program.

Challenge: Nurture and convert leads.

Solution: Cross-channel marketing.


  • $100 million in annual sales due to digital marketing
  • 27 qualified leads from Facebook Custom Audiences alone
  • 30% lower cost per lead with FCA

Book’s session on Sept. 16, “How Smart Brands Use Digital Marketing to Acquire, Engage and Retain,” shows how Volvo CE extends its brand promise across all channels.

“All marketing is not just direct marketing, all marketing is now cross-channel,” he says. “We don’t know through which channel our buyer is going to engage with us. It could be via social media, it could be online, it could be in-store. What we do know is this: Every channel matters. Every channel has an influence on the customer.”

Volvo CE uses SEO and social media (Twitter, Facebook and its YouTube channel) to drive site traffic, with all site visitors being invited to sign up for its monthly newsletter. (Another option, the newsletter for used equipment, runs bimonthly.)

Facebook is the No. 1 social media lead generator, Book says.

“Everything is focused on driving traffic to the website.”

For example, specifically using Facebook Custom Audiences, Volvo CE targeted American and Canadian aficionados of its competitors’ brands who look like Volvo CE’s best customers and are 23 and older. Volvo CE’s Facebook ad got nearly 300,000 ad impressions. From there, 9,485 clicked and 27 became direct sales-qualified leads for the high-priced products. At more than $2,000 per lead, that was a 30 percent reduction in cost per lead. The campaign additionally prompted new email subscriptions and drove downloads of the Volvo CE Insider app.

Leads then head through Dun & Bradstreet’s data overlay for cleansing, Book says, before they’re placed in Microsoft Dynamics CRM. “Salesforce Marketing Cloud integration with [the] CRM system enables Volvo sales reps to track leads, manage opportunities,” reads his presentation slide. A sales representative with one of the 130 dealers gets the Salesforce lead report. The rep then sends a personalized “thank you” email to the buyer. All of that happens within 24 hours.

“The linchpin of Volvo’s digital marketing strategy is what they do through email,” Book says.

Email is the top lead generator and converter, and is industry-specific.

“The reason I say that Volvo has doubled-down on email — and this is a trend across a lot of different successful brands, gang,” Book says, “[is] five out of 10 B-to-B marketers say email is their single-best channel for generating leads.”

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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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FAQ: What are the Best Industrial Marketing Social Media Sites?

Thu, Jan 30, 2014 @ 02:06 PM / by Chuck Lohre posted in Inbound Marketing, Marketing, Social Media, Internet Marketing, Marketing Automation, Industrial Social Media Marketing, Metalworking Equipment Marketing, Social Media Marketing and Advertising


There is no -- or easy -- answer to the title question. Each industry has its own (preferred) social media. For some, it's merely the professional association and its meetings. For others with indy pros scattered worldwide, it might be a forum. For still others, it's the ancient (tho time-honored) newsgroups. LinkedIn likely has the greatest concentration of industrial marketing social media groups than any other channel but like any group, it's only as good as the members of the group. In the following post, I'll review (the good, the bad and the ugly) the esoteric social media groups I belong to for business and pleasure.

Industrial Marketing Green Building6 Forum











1. GreenBuildingTalk is my number one favorite group of experts in the Green Building industry that participate in the insulated concrete form industry forum. These folks will answer just about any question a potential homeowner or professional might have in a matter of minutes. All of the industry experts, I know of, participate and are quick to chime in if the question matches their area of expertise. Check it out if you are considering building an extremely energy efficient home or office.

Industrial Marketing Machine Tools6











2. The second pick we started using back in the '90s to participate in the activities of machinists that use Computer Numerical Control to run their machine tools. This is a newsgroup and you will need a newsgroup server service (we use Newsgroup-Binaries.com), and a reader (we use Thunderbird). Newsgroups were internet pioneers and still the worldwide leader in internet communication. I'm not sure why we don't hear more about newsgroups in the popular media. One thing might be that along with the useful stuff there is also access to every weird, unusual and uncensored subject, passion or topic humans can think up. Subscription services may be required because your local internet service provider stopped serving some of them a decade ago.

Industrial Marketing Nexdoor6 Clifton













3. Number three on our list is any local community list server. It's an instant way to get the word out to the community. This service is slowly going away and will be taken over by other social media platforms like Nextdoor, a neigborhood-based social media network that our community uses a lot including the city (posts from road maintenance and the local police district). Neighbors use it to let everyone know about scammers, for instance, or to report a lost of found pet. Still others use to ask for home repair advice or to offer freebies like no longer needed furniture.

Industrial Marketing LinkedIn6













4. Finally, we get to LinkedIn, the social media group for most professionals. I was inspired to write about this topic because of a post in B2B Marketing by "What are the real B2B social networks in the world?" The only problem with LinkedIn is the ability to start an industry group. Google doesn't index the groups, so there is no way for individuals to find you. Not many users search the groups for relevant ones. You have to search out the users and invite them. And then nurture them in the group until you reach some critical mass.

Industrial Marketing ILSCO2505. Then Facebook, which isn't exactly an industrial social platform but it can be used as a company newsletter. One we like is managed by our client ILSCO. It contains local sports activities, personal milestones and company product news. They do a great job with it.

5. Twitter! Hubspot is all over this platform and offers amazing monitoring tools for marketers. It's an important way to stay on top of industry news. Industrial trade journal editors, legislators and corporate management follow Twitter hashtags. Another important use of Twitter is as trade shows. We're looking forward to staying up with all the activities at CONEXPO- CON/AGG show in Las Vegas next month. With 50,000 attendees and 2,500 exhibitors, it's a giant show and besides Twitter you can also use you GPS locator on your smart phone to help you navigate the show floor!

To conclude,  industrial marketing social media come in different forms for different industries. You must search out the ones that are appropriate to your industry. You'll have to personally search the newsgroups, LinkedIn and Facebook since they aren't indexed by search engines. The future of marketing is in nurturing and participating in internet social media sites. If there isn't a forum for your industry, now's the time to create one. It's a once-in-a-lifetime opportunity for your industrial marketing.

If you liked this post you might also like, "Why Blogging is the #1 Marketing Communication for Sales Leads."


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3 C's of Internal Social Media: Collaborate, Communicate, and Connect for Industrial Marketing

Wed, Jan 22, 2014 @ 01:14 PM / by Lauren Campbell posted in Inbound Marketing, Marketing, Social Media, Internet Marketing, Marketing Strategy, Marketing Automation, Industrial Social Media Marketing, B2B Marketing, Marketing Content, Social Media Marketing and Advertising, Industrial Marketing Agency


Social technology has revolutionized the way in which people interact and the social network phenomenon has invaded our lives in more ways than one. Many people in the corporate sector are beginning to recognize the benefits of sharing information instantaneously and are developing private social networking platforms for their employees to do so.

There are many benefits associated with integrating social media into corporate culture, especially one that is created, maintained and utilized for the company and by the company. Here are a couple of reasons how it could work for you:

Collaboration leads to more innovationCollaboration

Collaborative knowledge sharing has been shown to help increase teamwork and to help aid employees in developing innovative ideas. When all products, services, and ideas are located in a single space, open to individuals to consider, creative muscles are flexed and the development of innovative ideas increase. An internal social platform is a great place for all of this information to reside. It also allows employees the opportunity to engage with one another about these products, services, and/or ideas, aiding in team building, employee communication, and collaboration. Which brings me to my next point.

Thank you to University of Nebraska-Lincoln for the photo.

Collaborate, Communicate, and Connect

Engaging and ConnectingInternal social platforms help employees connect and contribute to help facilitate proper communication and allow for more efficient an effective work. When dealing with a large-scale global company, communication is key to decreasing time, maximizing efficiency, and of course saving money. If a multi-national corporation funds research to better their products and/or services, then communicating that research to other individuals in the company is crucial to prevent redundancy of that research. This also reduces time needed to find information on product/services/ideas within the company itself or having to find an outside expert, when typically most large multinational companies have their own on hand, again, saving time and money.

Thank you Sociable Blog for the image.

 Internal Branding

Most companies know what it means to brand, but most often the focus is on external branding; getting consumers, outside people or other businesses, trust, dependence, and use of your company. However, internal branding is not typically a focus of large multi-national companies. An internal social platform provides an environment that can encourage discussion of company goals, vision, and purpose and can allow conversation surrounding these topics to slide across silos in the company; i.e. engineers have the capability to discuss a product with the sales team, informing them on specifics of the product and answering any questions they might have about the development of the product.

Important implementation rules for an effective social platform:

  1. It is important to train individuals on use of the social platform. They must understand what is allowed to be uploaded, how to interact with one another, and to what extent the platform will be used. Time well spent on gathering, sharing, and engaging on topics relevant to the company and to products, services, and ideas the company provides is imperative for the above-mentioned reasons, but laying strict guidelines for usage will help prevent employees using the platform for other reasons. It could be beneficial to have a meeting to discuss usage and to have an individual or hand full of individuals to monitor the site and to make sure that employees are using it correctly.
  2. Engagement is also very important. Developing the dialogue for the site is just as important as rules, after all, what company wants to develop a site that won’t be used? Making sure that employees are engaging properly with one another is what allows the communication channels to flow openly. When a question is asked, answer it. When a video is posted, comment on it. This type of engagement is crucial to get a social platform self-sustaining; once employees see that the platform is useful for their inquiries and for their idea sharing, they will take it upon themselves to engage, but if there is no example of how to do this properly, it may never get done.
  3. Industrial Marketing Social MediaIncorporating a leadership role for individuals who do engage, and do so properly, may be an avenue your company wants to take. This helps motivate employees to begin engaging, and once they see others doing it, they too will want to take part. Many large social network platforms have implemented these types of ‘rankings;’ allowing those more engaged to receive ‘likes’ or ‘thumbs-up.’ LEED User, a social networking platform used by the U.S. Green Building Council's Leadership in Energy and Environmental Design Accredited Professionals, allows individuals to ‘thumbs-up’ other participants who engage with worthwhile commentary and who provide credible answers to questions. This encourages new users to engage and also helps build credibility of the employees/patrons using the internal platform, creating a leadership role within the community.

Of course, these rules of social media etiquette apply to public social media platforms, as well. Good luck and we hope you find that your cyber friends can be just as important as your "real" friends. It has become that way for us.

If you enjoyed this blog, here is another one you may be interested in: Show LinkedIn Friends Respect If You Want to Maximize Your Industrial Marketing


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Show LinkedIn Friends Respect If You Want to Maximize Your Industrial Marketing

Mon, Jan 20, 2014 @ 10:03 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Social Media, Internet Marketing, Industrial Social Media Marketing, LinkedIn, Business to Business Marketing, Social Media Marketing and Advertising


Hubspot's social-sharing toolbar has made it so easy to share interesting (often irrelevant) stuff with LinkedIn groups that it's tempting to dis your friends while "marketing."

Can you really have too many friends or groups of friends? We think so as does LinkedIn. It's a good thing there'a limit to the number of industrial marketing LinkedIn groups a person can join. It forces us to review groups and decide the best mix when we're ready to message them. We're part of the minute industrial marketing industry. Many of our clients have 25 core customers carved out of a universe numbering around 150. That sort of elite marketer is not in the business of using LinkedIn as part of its go-to-market strategy. Others have uber-competitive markets so secretive you don't dare share anything about that industry. Yet many others find LinkedIn is just right for keeping in touch with industry peers and (just maybe) a potential customer may contact them.

For us, we want to follow large chemical process equipment marketing to the chemical and food engineering markets. There aren't many groups in that category. Another is larger-than-a-car-machining operations. Not many there either. Probably the best groups for us are building-materials networks and sustainable-products -- those are quite large markets.

Which brings us to oversharing, or more importantly wrong-sharing. A recent LinkedIn post I received was from the Technology Marketing group: "The lack of Comments from Members on the posts being allowed into the Discussion area should speak volumes to Moderators." This is the biggest problem with nonspecific posts on groups. Right, they aren't part of the conversation. They're trying to start another one and, frankly, no one is listening. Oversharing or straying off topic is so rampant (and I have been guilty) that I want to be part of the solution.

And so I'd like to present a few of my LinkedIn role models and kindred spirits, who are elevating the LinkedIn dialogue. I made friends with these folks over the years -- they post relevant content and always respond to my LinkedIn musings. In other words, they respect the LinkedIn bond we have established for mutual benefit and a greater good.

Isaiah Adams Industrial MarketingIsaiah Adams, "I love working with creative minds and solving problems. Marketing and Brand Strategy are my passions." Isaiah always has some great insights. And he's started a one minute marketing video series.
 Leslie Fultz Industrial MarketingLeslie Fultz, "The successes at Cincinnati Maintenance would not be possible without a strategic plan to showcase our business on the internet." Leslie is a leader in everything he does. He was video when video wasn't cool.
 Tom DeFratte Industrial MarketingTom DelFratte, "Created and implemented a professional social media campaign for Winkle Electric Company." I met Tom at a GlobalSpec online marketing expo and conference. All of us marketers hung out in the chat room. Tom knows that it takes time and effort to gather a qualified Twitter following and he's done it for Winkle.
 Jeremy Begley Industrial MarketingJeremy Begley, "My objective is to forge a career in the home performance/green-durability building sector." From a renewable energy student at my Cincinnati State class to building and selling a home performance company and its top internet marketing brand, Jeremy is a true internet marketer.
 Gary Gilbert Industrial MarketingGary Gilbert, "Started at the ground level with HGC Construction soon after school and continued to learn and advance to my current position as a VP for the company." HGC is a great company. The secret to their success is, "Everyone sells the company."
 Jim Lucy industrial MarketingJim Lucy, Chief Editor at Penton. Thanks for the recent post of a video revealing that you can by any type of light bulb at Amazon. I just went there and purchased $50 worth! Trying to solve my 40 watt intermediate base to LED conversion problem.

So the takeaway and the challenge is to post only relevant material to blogs. Solemnly vow here and now -- New Year's style -- to observe and respect this simple rule. (There's karma in the blogosphere too, ya know.)

A good place to start is to write a blog post in response to another's post. Look for our reply to K4 Architecture's post tomorrow.

If you liked this post, you may also like, "Why Blogging is the #1 Marketing Communication for Sales Leads."

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