The Thomas Blog

Aerospace and Defense

How To Become A Defense Supplier

Did you know that the Department of Defense (DoD) spends more than 60 percent of the federal procurement budget eligible for small businesses? In fiscal year 2017, DoD awarded more than $60 billion in prime contracts to small businesses.

According to Deloitte last year in the defense sector, heightened global tensions and geopolitical risks, recovery in the US defense budget, and higher defense spending by other major regional powers such as China, India, and Japan were expected to drive global defense sector growth into 2019 and beyond. Continued military spending growth is a sign for suppliers to secure ongoing business and tap into new market opportunities. 

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B2C Online Shopping
Marketing Strategy

What Can B2B Industrial Marketers Learn From B2C Companies?

When it comes to marketing, many manufacturers put themselves in a very narrow box, focusing on niche messaging — and niche strategies — to get the job done. As a result, you can end up looking, sounding, and acting a lot like your competitors. 

Business-to-business (B2B) marketing is designed for a complex process of consideration and comparison way of communication, often with heavy emphasis on cost or time-savings and efficiency — which makes sense since these products and services are often more expensive with longer purchasing cycles than those sold directly to consumers. Business-to-consumer (B2C) marketing, on the other hand, has greater flexibility to be light, creative, and even play to consumers’ emotions rather than pure logic.

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Lead Generation

5 Things Every Product Manufacturer Must Know To Drive Leads

Engineers and sourcing professionals rely on comprehensive, digitized product data in order to do their jobs. They need accurate data, and they need it fast. Many manufacturers rely on a website and phone number to handle inquiries for new data, but is it really the most efficient way? 

According to Forrester Research, rich omni-channel experiences deliver several competitive advantages for B2B businesses — especially those with complex products. Omni-channel supply chains serve customers across different channels. The difference with a multi-channel approach is that with an omni-channel approach, the channels are fully integrated in order to provide a seamless customer experience. We’ve listed out five things all OEMs and industrial manufacturers must know to generate more leads, satisfy customers needs and increase sales.

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Business Tips

What To Do If You Lose A Key Customer

Customer retention can often mean the difference between your company thriving or dying. This makes the loss of major customers one of the greatest risk factors for manufacturing businesses. Your consistent goal should be to go to any lengths necessary to retain these keystone clients. However, over the course of even a vastly successful company’s lifespan, this kind of paradigm-shifting customer loss can — and will — occur. 

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Sales

MQLs Vs. SQLs: What's The Difference

Studies show that 68% of B2B marketers struggle with generating quality leads. And lead generation strategies are successful for only 13% of marketers in the space.

All in all, only a mere 5% to 10% of B2B leads actually turn into paying customers. So what can be done to boost these numbers?

First, industrial marketers must understand that not all leads are created equal — and the industrial buyer's journey is actually pretty complicated. 

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Lead Generation

Lead Nurturing: How To Convert Website Traffic To Leads

Sellers know all about leads. You know the difference between marketing-qualified leads (MQLs) and sales-qualified leads (SQLs). You know you need more of the former in order to get more of the latter.

That’s great. You can see the destination. But what about the traffic that's on your website? How can you identify MQLs in your sales pipeline and, more importantly, how can you offer effective nurturing that turns them into SQLs? Let's break down the basic steps.

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Business Tips

Green Manufacturing: The Business Benefits Of Sustainability

A few years ago, terms like “going green” and “eco-friendly” were all the rage for businesses. And while those words aren’t quite as buzzworthy today, they are still worth quite a lot to the people that really matter to manufacturers — B2B buyers.

More major players are driving toward a sustainability goal, like McDonald's who plans to use 100% recycled fiber-plastic packaging at every one of its locations worldwide by 2020. What this means for you is the increase of product options in demand and opportunities to tap into a new market and modernize your business.

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Marketing Strategy

5 Steps To Begin Successful Industrial Marketing

Inbound marketing drives customers to your business’ products and services through a coordinated strategy of design, content, social media, and SEO tactics. Most manufacturing and industrial companies may think that inbound marketing is something that would be more suited toward consumer goods and B2C rather than the industry space. But with the digital transformation of sales and marketing, successful B2B companies are now seeing marketing as a direct influence on revenue generation and more manufacturers are aligning their efforts with today's digital world.

In fact, most industrial manufacturers are practically already set up for an inbound marketing program — they just don’t know it yet.

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