The Thomas Blog

You Can Do Better Than “Somewhat” Effective Marketing

Would you go to a restaurant that a friend told you was “somewhat” good? How about a movie that was “somewhat” entertaining? Looking for a new TV show to watch? I’ll tell you about a few I enjoyed... somewhat.

It’s not exactly high praise, is it? So when 51% of b-to-b marketers recently called their content marketing just “somewhat effective,” with only 14% saying their content marketing was “very effective” — the rest saying “somewhat” or worse — maybe it’s time to take a look at how to get your content marketing back on the right track.

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? You can have all the impressive metrics you want, but if the ROI isn’t there you may as well just toss those dollars down the bowl. How can a marketing program go so wrong? Here are a few ways.

What Does The Email Spam Law Mean for Manufacturing Businesses?

“Sweepstakes Winner!” “Need Your Bank Information.” “Official Notice.” Those are just a few red flags that make most of us automatically think, “email spam.”

You probably wonder, “Does anyone actually get fooled by those things?” Apparently, they do — because one look in your spam folder will show that they’re still at it.

Four Signs You Might Be “That Guy” On Social Media

We’ve all met “that guy” before. It might have been at work, maybe at a conference, maybe a party. You know the one: the person who barely bothers to make note of your name before starting in about all the greatest things about themselves — things you have no interest in whatsoever.

After about 30 seconds, you realize, “Wow, I’ve got to go!” No one ever wants to be “that guy” — but unfortunately, it’s all too easy for him to take over in our social media marketing.

5 Tips on How NOT to Build A Website

The internet is looking pretty nice these days.

Website best practices continue to evolve toward a high standard of functionality, intuitive design, and a sharp focus on the user experience.

The Right People, the Wrong Time - Why Persona Targeting Is Important

Here’s the wrong way to go on a job interview: burst unannounced into the company president’s office. Don’t drop a resume on their desk, but a bulleted list of your favorite foods, because why not? On your way out, walk by some engineers and spout off a few qualifications – no context. A week later, give human resources a call and begin an in-depth conversation about the finer points of laser welding. Forget that they have no idea who you are or what you’re talking about.

What’s the Story? 3 Ways to Get Buyers to Talk About You

Do you remember the Volvo Trucks ad featuring Jean-Claude van Damme’s “Epic Split” between two backward-driving trucks? (If not, click here to see it). It was all the rage on social media a few years ago.. That’s a lot of mainstream crossover appeal for a B-to-B spot – over 72 million YouTube views.

It got the right people talking about the right things — truck drivers and equipment buyers marveling at the hardware capabilities, and everyone else applauding the “wow” factor. We’re not saying to run out and find the nearest 90s action star for your next marketing campaign. But using your B-to-B marketing to get the right people talking — even just within the organizations you’re targeting — can help you drive more business.

3 Reasons to Get Your Sales Timing Right

Football season is long over, but imagine some poor wide receiver who missed that memo. He waited until today to say, “OK, I’m suiting up, going out there, and I’m ready to catch a touchdown pass.”

Wouldn’t he look pretty foolish trotting onto the field and wondering where everybody was? He’d have to wait a while before making that reception — in fact, he wouldn’t even have a chance for quite some time.

He’d be in the right place, but when your timing is that far off, it barely even matters — much the same way mistiming your top prospects’ needs in the B2B buying cycle can take you out of the game, and leave you sitting on the bench waiting to get back in.

Closing the Deal: The B2B Buying Cycle, Part 5

Although the RFI process represents the end of the B2B buying cycle, in many ways it’s actually another beginning. Often, it’s the first time a prospect will contact you. It’s the start of the “face-to-face” process of closing a sale. And ideally, it commences a long and productive partnership between you and the buyer.

Just like each step leading up to it, however, it’s important to treat the RFI as an important component of the overall process, not merely a formality on the way to a sale.