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The Thomas Blog

Industrial marketing and manufacturing sales tips to help you grow your business.

An Introduction To Account Based Marketing

Have you heard about the latest trend in B2B marketing, the new approach all the cool kids in the industry are talking about? Account Based Marketing, or ABM, is an approach to marketing that concentrates sales and marketing resources on a specific set of targeted accounts. The idea is to clearly define the clients you want, then launch campaigns tailor-made for each of them rather than going broad.

This Time It’s Personal

Account Based Marketing is hyper-personalized. With traditional marketing strategies, you develop broad messages to send to a group of potential customers, a target audience with several members. It’s like fishing by casting a net. But with ABM, you’re hurling a spear at one particular fish, hoping to get the exact one you’re aiming for. You don’t have a target audience with several hypothetical faces in it; Instead, you’re playing to an audience of one (at a time), and you know exactly who that one is.

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The 6 Types Of Marketing Emails You Need To Be Sending

Whether you are just starting with email marketing or you have some experience sending marketing emails, you have probably asked yourself about the types of communications you can send out.

Should you nurture your subscribers with weekly newsletters? Are dedicated sends better at optimizing your sales and marketing funnel? What about email digests?

These are all valid questions that marketing professionals should consider when selecting the right format that meets their email marketing goals. There are different types of marketing communications you can send, and each have their respective advantages and disadvantages. This information should help you make an educated decision about picking the most appropriate email format and how to go about using it.

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The Manufacturing Workforce: A Year In Review

The manufacturing industry is one of the pillars of the American economy. It employs more than 12 million workers, accounting for about 9 percent of the entire U.S. workforce.

Therefore, a strong, growing manufacturing industry not only benefits the people and companies within it, but the entire country as well.

So is the industry on the upswing? Is it adding workers or shedding positions? We took a deep dive into the numbers from the Bureau of Labor Statistics to find out how the manufacturing workforce is shaping up for 2018.

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The State Of Manufacturing Reshoring Today

Over the past several years, many U.S. manufacturers have moved operations offshore in order to reduce labor costs and bring jobs closer to their raw material sources. Although this can be an efficient way of increasing profits, it does come with its drawbacks — more complex supply chains, delivery issues, culture and language barriers, and long distances to operations, to name a few, making it hard to keep track of jobs and quickly address issues as they arise.

For these and other reasons, reshoring — bringing operations back to U.S. shores — is becoming increasingly common among manufacturing and industrial companies.

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An Introduction to Persona Targeting for Manufacturing Companies

In today’s increasingly digital world, there are numerous ways for manufacturing companies to reach potential buyers; emails blasts, eBooksblog postssocial media, and even SMS texts can all be used to connect with target audiences and increase brand awareness. But before embarking on any of these efforts, it’s crucial to fully understand the types of buyers you’re looking to target.

You may be busy crafting informative, engaging emails or penning fascinating eBooks, but if you’re not customizing your content to the needs and interests of your specific audience, all that work will have been in vain.

Establishing a well-thought-out buyer persona will allow you to more effectively reach your target audience, increasing your chances of turning leads into customers.

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9 Steps To Successful Responsive Website Design

In just a few years, “responsive” has gone from a buzzword to the industry standard in website design — and with good reason. Responsive design offers significant advantages over traditional design, allowing for SEO improvements, streamlined development, and, of course, a better user experience across different devices.

To help you take advantage of these benefits and set you up for success, we’ll break down the basics of responsive design and offer some proven best practices.

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How to Make the Most of Your Industrial Marketing Budget in 2018

For many people, the new year provides a fresh start, the chance to reflect on the past twelve months and make necessary changes and improvements. In the same vein, it can also serve as a great springboard for brainstorming new marketing initiatives that will help make the most of your 2018 budget. 

In today’s ever-shifting, increasingly digital landscape, there are seemingly infinite ways to put your industrial marketing budget to use, but some strategies may not provide the long-term benefits you’re looking for. Below are a few of the most effective marketing tactics you may want to consider implementing in the coming year.

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Manufacturing Trends To Look For In 2018

With 2017 in the rearview mirror, it’s time to look ahead and consider implementing some new manufacturing initiatives for the new year. How much do you know about the Internet of Things (IoT), for example? Are you keeping up with developments in artificial intelligence (AI)? New technologies and other trends continue to barrel forward, bringing about new innovations that — even if you’re not yet in the position to implement — you still need to understand.

Below are just a few areas anyone in the industrial manufacturing space should at least know about in order to stay ahead of the curve in 2018.

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The Top Marketing Conferences You Need To Attend in 2018

The new year is the perfect time to take stock of your current marketing plans, map out goals for the future, and review your budget and spending objectives. But to truly stay ahead of the pack, you need to be plugged in to the latest trends and technologies.

Industry conferences and trade shows are a great way to stay up to date on new innovations while also taking advantage of valuable networking opportunities — and maybe even enjoying a cocktail or two in a new setting. (Who says you can’t mix business and pleasure?)

But, as we all know, attending conferences requires an investment of time, money, and energy, so it’s important to choose wisely. Marketing conferences abound in 2018, all with the ultimate aim of helping companies like yours boost their marketing efforts in today’s increasingly digital landscape.

Here are a few of the top conferences we deem worthy of your time this coming year.

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