The Thomas Blog

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

Steel Scandal Will Shake Up The Supply Chain

Some of the biggest names in manufacturing — Boeing, General Motors, Ford, Toyota, Honda, and many others — have seen their supply chains thrown into turmoil after a major Japanese steel supplier admitted fabricating quality control data.

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5 Ways To Capture Marketing ROI

You probably have several different goals in mind for your marketing plan: increasing traffic, getting more leads, building your brand. But at the end of the day, what matters most to you? The answer has to be your Return on Investment (ROI). All of your marketing efforts should be based on clear, goal-oriented metrics, and how they relate to your bottom line.

With so many marketing tools at your disposal today – and a shift in buyer responsiveness from outbound to inbound marketing – it’s not always easy to lay out a plan to capture the ROI of a given campaign or program.

These five tips will help you focus your strategy on a metrics-driven marketing program – one that can deliver tangible, measureable results based on sales goals and objectives. Knowing how to measure and capture ROI helps you gauge your program’s success – and more importantly, gives you an organized, ready-to-present package for your CEO and executive team.

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5 Things You Can Do Today To Increase Your Manufacturing Sales

Looking to increase your sales? Although successful, well-executed B2B marketing strategies take time to build and require ongoing, consistent effort, there are some things you can do today to help drive sales — and they only take a few minutes.

In combination with a long-term marketing strategy, these quick boosts can go a long way in garnering new leads and increasing sales.

Below are five fast and easy tips for enhancing your B2B digital marketing strategy.

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Is Your B2B Digital Marketing Strategy Powerful Enough?

The internet has conquered the world, so it shouldn’t come as any surprise that a hefty portion of business, both new and repeating, stems from digital marketing efforts.

However, many businesses approach digital marketing with false assumptions and poor, shortsighted planning, leading to less-than-stellar results and few, if any, new leads.

If you’re serious about increasing your sales and garnering new leads, it’s critical to start off with a powerful, well-thought-out digital marketing strategy.

Unsure where to begin? Below, we’ve outlined a few key steps for getting started.

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5 Marketing Emails Your Industrial Business Needs to Stand Out

Studies show that 91% of all consumers use email, and 73% of businesses use it as their primary form of communication — and for good reason. Over 25% of sales last year stemmed from email marketing efforts. An effective but simple way to increase brand awareness, sending out marketing emails allows you to stay in touch and on top of existing clients while also mining new businesses for potential leads. 

But there’s a better way to go about this than blasting out the same formulaic message to everyone on your email list. Instead, segment your clients and prospects according to their stage in the sales cycle, and then craft an informative, engaging email that caters to each targeted persona. Emails should be used strategically and thoughtfully in order to connect with your targeted audience and convey valuable offers and services, establishing you as a leader in your field.

Below, we’ve outlined five of the most important types of email campaigns your industrial business should be making use of.

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Lessons Learned At INBOUND 2017

I had the pleasure of attending the HubSpot INBOUND 2017 conference, which was held at theBoston Convention & Exhibition Center from September 25-28.

This was my first time back at INBOUND since 2012 and wow, how it has grown!

This year there were more than 21,000 attendees making it the event to go to if you are in marketing and sales — even if it is just for networking.

INBOUND is well known for its amazing keynotes, and the 2017 lineup was exceptional.

Speakers included author Brene Brown, Disney Animation Studios President Dr. Ed Catmull, television star John Cena, award-winning digital marketer Piera Gelardi, former First Lady Michelle Obama, and, of course, HubSpot’s own Brian Halligan and Dharmesh Shah.

There were also hundreds of professional development sessions touching on the latest trends, technologies and best practices in marketing.

While I couldn’t attend all of the sessions, I did certainly learn a lot. Here are my key takeaways from my time at INBOUND:

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Boost Your Industrial Marketing Efforts With Evaluation Driven Retargeting

Do your new customers choose you on impulse? Of course they don’t. By the time you hear from a prospect, they’ve typically gone through a significant supplier discovery and evaluation process. We understand, and that’s why we created Evaluation Driven Retargeting. In an industry in which supplier evaluation and selection can take weeks or longer, this can be the competitive advantage you’ve been looking for.

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6 Mistakes That Doom Job Shops

Thomasnet.com has relationships with thousands of successful job shop owners from coast to coast, many going back to our days as the Thomas Register of American Manufacturers – the “big green books.”

This blog post contains some of the anecdotal insights on job shop success and failure we’ve heard over the years.

Tens of thousands of job shops across America form the backbone of the country’s economy. Unfortunately, even though they may have the right skills, equipment and people, it’s not rare to see a job shop fail. 

There’s no shortage of reasons why this might happen, but there are a few common mistakes many shop owners and managers make. We cover 6 of them in this blog.

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The Basics Of An Effective Manufacturing Blog


A great blog can serve as the foundation of your industrial content marketing strategy. Unfortunately, however, many manufacturing blogs have poor foundations of their own.

If you don’t have a blog, or if the one you have isn’t up to snuff, it may be helpful to go back to the basics and make sure your blog is set up for success.

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