After opening its US branch in 2024, Turkish custom laser solutions provider Laser ISSE needed to boost its name recognition with US buyers. Partnering with Thomas has helped the company target industrial buyers and build out a flexible marketing strategy that makes the most of its budget.
New US Branch Creates Need for Name Recognition
When Laser ISSE launched its US business, Laser ISSE USA, in September 2024, introducing the brand to potential buyers was the company’s first goal. With locations in both Turkey and Germany, Laser ISSE is well known across Europe for its high-end, customized laser and automation solutions, but had to start from scratch when assembling a customer base in North America, said Sophie Kelley, business development and marketing coordinator at Laser ISSE USA.
The company works with customers in more than 20 industries, including HVAC, automotive, aerospace, and cookware. To get in front of the OEMs, ODMs, and contract manufacturers that make up its core customer base, Kelley focused on giving Laser ISSE a presence at trade shows where she could connect with potential buyers. The company targets multi-million dollar projects, which have long sales cycles that require “a lot of wining and dining,” she said.
Performance-Based Listings Make Every Dollar Count
To home in on in-market buyers with digital advertising, Laser ISSE partnered with Thomas, which has been connecting industrial buyers and suppliers for more than 125 years. Performance-Based Listings (PBL) on Thomas have allowed Kelley to make the most of her budget by defining Laser ISSE’s target market and paying only for traffic that engages with the company’s business profile.
Because the company’s presence in the US is still small, “every cost is a consideration,” Kelley said. PBL lets Laser ISSE “pay for active buyer interest rather than casting out nets in the dark, since we're still figuring out how things are going to work here. So that's definitely been helpful,” she said.
Performance-Based Listings on Thomas let Laser ISSE “pay for active buyer interest rather than casting out nets in the dark."
- Sophie Kelley, business development and marketing coordinator, Laser ISSE USA
Thomas Provides the Tools for a Strong Marketing Strategy
Working with Thomas gives Kelley the tools she needs to understand how her marketing efforts are paying off and the power to shift her strategy when needed.
“The most valuable information has been the analytics, which … help me get an idea of what people are clicking on and adjust accordingly,” she said.
In addition to analytics and expert advice from her Thomas representative, Kelley has made use of many of the free tools and resources Thomas provides to fine-tune her marketing strategy, including:
- Digital Health Check — an assessment of a company’s online presence that identifies opportunities to optimize visibility and engagement with industrial buyers
- Lead Conversion 101: How to Capture and Convert Buyers Easily — an on-demand webinar recording that outlines how to convert leads to buyers
- The Ultimate Guide to Digital Marketing for Industrial Suppliers — an eBook that dives into the basics of digital marketing, from building an effective website to optimizing different marketing channels
The Ultimate Guide to Digital Marketing provided Kelley with a checklist for ensuring Laser ISSE’s US website was set up for success. “I sat down and went through [the guide] because I wanted to double check that our website had everything it needed, and we pulled together a whole marketing meeting where we went through that checklist and focused on which things we needed to update,” she said.
Read more case studies to learn how Thomas solutions have helped manufacturers and industrial companies achieve significant growth.
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