Tom's Blog

From industry’s leader in connecting buyers and suppliers

4 Ways You Can Flush Your ROI Down the Toilet

You can just hear the sound in your head as your marketing budget circles the drain, never coming back, with nothing to show for it. It’s the scenario you may find yourself in if you’re not thinking about return on investment (ROI) when you plan a marketing program. ROI is a few things: it’s a measure of how effective your marketing is, how efficient it is, and how productive it is. But it really boils down to one yes-or-no, bottom line question: Was it worth it?

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3 Tactics to Change the Way You Think of Traditional Marketing

There’s no denying that content marketing is one of the most effective tools for reaching your prospects. The "inbound" philosophy can maximize results for any marketing budget, large or small - and it makes the most of existing resources, like your own voice and expertise. While we often focus on sharing some of the most effective ways of applying the relatively new concept of content marketing, it's important to keep in mind that you can still engage in more traditional tactics – though those have changed, too.

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The Science of the Perfect Social Media Post (and Why You Should Ignore It)

Manufacturers and engineers typically fall into the “left-brained” mold: analytical, data-driven, and scientific. From schooling and training through to our professional lives, most any problem can be solved with the right formulas and numbers – every puzzle can be pieced together. It’s a big difference from the often-subjective world of marketing, which can hold all kinds of complexities: nuances of communication, complications in messaging, and most of all, the whims of the audience. Wouldn’t it be so much easier if there were a formula to solve it all?

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What Are Your 2014 Marketing Resolutions?

It’s that time of year again: holidays are over, and it’s time to focus on what’s ahead. In all honesty, we’re not huge fans of resolutions here – we think any time is a good time to change for the better. Let’s take a look at some of the most common (and quickly-forgotten) resolutions – and how you can use them to prime your marketing plan for success throughout the whole year.

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Hit Your ROI Measurement Out of the Park

Baseball's recent All-Star Game means it's the middle of summer and baseball season, and many of us are doing whatever we can to keep cool. Sweating over your marketing program shouldn't be one of your concerns, though, so let's take a look at how baseball can help with your ROI measurement.

Even non-baseball fans are probably familiar with the basic statistics of the game: batting average, home runs, runs batted in (RBI), and so on. These numbers are similar to standard web metrics like site visitors, social media followers, and email list subscribers. How so?

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6 Reasons B2B Marketing is Easier Than Ever Today

Just last week, we talked about all the time, effort, and patience required to implement an effective marketing plan. Yes, it's still true. In many ways, though, B2B companies have it easier than ever – from planning through execution of a program and beyond. The tools and tactics available today offer an unprecedented opportunity to power your business growth – let's look at some. 

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Reverse Engineering Marketing Metrics

An old lathe sitting around your shop, not producing any parts and not contributing to your operation – it's a no-brainer that you'll soon get rid of it. It's more than likely "earned its keep" in production, but it's not helping anyone by gathering dust. 

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There are a lot of ways to measure search engine optimization (SEO). The most prominent of these is an increase in visitor traffic. But for industrial businesses, things like a boost in traffic are not necessarily related to a rise in visits from qualified buyers. Here are two meaningful metrics for SEO.

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You've set up your website. It has all the features you need, access to catalogs and spec sheets and other important technical information. Visitors are coming, but the orders haven't.

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