The Thomas Blog

Marketing Metric Mythbusters: Google is the Best Source for Leads?

Measuring the return on investment for marketing is challenging in even the best cases. Many industrial marketers mistake commonly used online B2C metrics for effective measures of their own efforts. This article examines one of the two most persistent ROI myths.

2 Things to Help You Better Measure Your Digital Marketing’s ROI

Digital marketing tactics—including social media, online display ads, e-mail marketing, and your company website—have many things in common. The most obvious is that their effectiveness is trackable and measurable.

However, many marketing professionals get lost measuring "clicks," "likes" and "visits." Unfortunately, while these are valid metrics of interaction, they do not always equate to return on investment (ROI).

2 Tools That Can Help You Retain Customers

Many articles on this blog focus on building business, targeting new customers and reaching new markets. But customer retention is just as critical to your business's success. The best way to help maintain your current customers is to offer good customer service.

How Industrial Businesses Can Reach New Market Segments

Too many stories in the media today point to changing conditions in China as the key reasons for the resurgence of manufacturing in America. A recent report from Thomas Industrial Network finds that many industrial businesses in the U.S. are actually taking active steps and investing in strategies to help them grow and expand. The report states that 58% of product and custom manufacturers are more aggressively pursuing business in new industries, while 66% are investing in new and/or innovative products or services.

5 Ways to Get More out of Case Studies & Testimonials

The effectiveness of customer testimonials and case studies in marketing, sales and public relations efforts has long been understood by industrial businesses.

The challenge for many companies is how to leverage this content so as to best influence buyers.

Do Industrial Businesses Really Need an Online Marketing Strategy?

Many industrial businesses struggle with the notion that they should be promoting themselves online in order to gain new sales and grow their business. In some ways, this is less about the viability and effectiveness of online marketing tactics than a belief that more traditional offline marketing tactics work just as well. This begs the question: Do industrial companies really need to do any form of online marketing?

How to Make the Best First Impression in B2B Industrial Sales

We all know that first impressions matter — B2B sales are no exception.

Having sales personnel that are well groomed, well-spoken and well prepared for meetings with buyers is one way to help ensure a good first impression. Another way requires understanding where many first impressions take place, and what buyers will be expecting when they meet you.

What is Your Sales Strategy Missing?

You've set your objectives, determined the steps required to get there, and analyzed your market to figure out the best sales channels to use (face-to-face, telesales, direct mail, etc.). There is still one critical element to your sales strategy that you may have overlooked.

6 Ways to Ensure No One Reads Your Blog

Congratulations! You've decided your industrial business needs a blog as part of its marketing strategy. That's a great decision, and one that is sure to pay off.

A blog will position your company as a knowledge leader in your field, draw traffic to your website, and boost your reputation among peers, customers and potential customers.