The Thomas Blog

Want to Write Better Headlines? Follow These Three Tips

It’s almost like a cruel trick: you read a great headline or Twitter post, click the link, and expect to see more of the same: useful information, instruction, advice, or humor.

Once you get to the article, though, it all falls apart — poor writing, worn-out topics, or it’s just plain boring. You can spend all the time you want on a killer headline — it might even get you some better click metrics — but without the quality content to back it up, it’ll never turn into leads or customers. 

Something you can stand behind: Cause Branding

A brand can be defined as the impression, both conscious and subconscious, that people have of your company. While a good brand helps you stand out from your competition, great brands connect with customers and prospects at an emotional level. One way that many leading companies are making that emotional connection is through “cause branding.”

Quite simply, cause branding is when you make your community — or an issue in your industry — part of your brand’s story.

Know Your Leads: Using Nurturing Campaigns Effectively

One of the primary benefits of online marketing is the opportunity to be there for prospective buyers at the moment they’re ready to buy. Your product information, your blog, your robust website — they all act in service of letting buyers find you (rather than vice versa).

9 Industrial Marketing Lessons From Hubspot’s Inbound 2013

The Red Sox were on the West Coast, but there was no time to catch a game anyway. Unfortunately, not even a chance to venture out for a lobster roll. Industrial Marketer attended Hubspot’s Inbound 2013 marketing conference in Boston this week, and we’ve come back with a wall-to-wall information download of perspective-changing ideas for the possibilities of marketing today.

4 Reasons Why You Don't Need Content Marketing

We’re committed to the belief that a strategic content marketing plan provides significant benefits to marketers. Yet, I’ve spoken with some marketers who tell me they have no use for content marketing — and I absolutely agree with them!

First Steps: Getting Started With Industrial Marketing

Attention spans are short, and getting shorter. If you’ve read this far, hopefully we’ve got yours for a bit. And if you’re here, it’s probably thanks to the headline.

"Empathetic Design:” Marketing For (Not To) People

What do the first computer mouse, the airplane lavatory "Occupied" sign, and a talking defibrillator have in common? Each was designed by the same firm — IDEO — and guided by the same philosophy: "empathetic design."

Mightier Than the Pen: Different Types of Content For Industrial Marketing

How many different types of media — and content — do you encounter each day?

Whether for business, personal consumption, or a combination of both, there are probably quite a few, and you respond to each one differently. Reading a blog post or news article, you might pay closer attention — or you may skim. Watching a quick video online, or the evening news when you get home, you might be taking a bit of a break — though your brain may be more "tuned in" to what you're watching.

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.