The Thomas Blog

Inbound Marketing Case Study: How One Manufacturer Increased Leads by 285%

If you were to ask any business leader what their main goals for their company are, the answer would most likely be something along the lines of increasing sales and leads. In fact, even if they mentioned other goals, such as improving website performance and SEO, or redesigning a website for better user experience — the main objective behind these actions is to get more people onto the site, ideally leading to more sales.

For Corrugated Metals, Inc., these were the goals in a nutshell. But as with many companies in the industrial space, carving out time to improve their online footprint was a daunting task. As a roll forming manufacturer creating necessary products for the construction, equipment, transportation, and defense industries, focusing on customer needs usually trumped their own business development.

Why Quality Is More Important Than Quantity For Website Traffic

It’s common sense that you need to drive traffic to your website in order to increase leads. And if you’re showing signs of growth, that’s a great start! But many companies get fooled by statistics showing heavy site traffic and essentially disregard how qualified — or unqualified — those visitors actually are.

SEO and PPC tactics can be extremely effective in getting people to your website, but you also need to have some metrics in place in order to discern how many of your visitors are serious buyers and how many are merely tire kickers.

30 Industrial Lead Generation Tips, Tricks And Ideas

Generating leads is the most important component of marketing.

When you turn a site visitor into a lead, and then that lead becomes a customer, you’ve done your job, but you need to follow up on that accomplishment. As the experts at HubSpot say, “A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep.”

5 Easy Tips For Creating A Lead-Generating eBook

Creating an eBook for your business is one of the best ways to generate leads and increase brand awareness among potential buyers. In fact, 65% of today’s B2B businesses are incorporating eBooks into their content marketing campaigns.

Allowing for the dissemination of in-depth, detailed content, eBooks enable businesses to connect with a target audience based on their specific stage in the buying journey.

How Can You Tell If A Lead Is Qualified?

As an industrial marketer, your primary goal is to generate leads for your manufacturing business. However, not every person that fills out a form, downloads an eBook, or requests a call makes for a great prospect. In fact, many of these folks are not a great match for your products or services.  

Unfortunately, however, very few manufacturing companies have a system in place to separate good leads from bad ones. This results in sales people wasting a lot of time and effort chasing down less-than-ideal prospects while ignoring more serious opportunities. 

That's why you need a proven process for qualifying your leads. 

More Than 11,000 Manufacturing Companies Use This Tool To Drive Leads

Imagine if you could immediately and continuously identify the companies that are researching you online.

Imagine being able to track those companies throughout the buying journey, ensuring you never miss a sales opportunity.

Imagine having all of this actionable information at your fingertips, so that your sales team can have more meaningful — and more successful — calls with prospects.

More than 11,000 manufacturers don't have to imagine any of this at all. They can do it, with Thomas WebTrax.

Bots Vs. Forms: An Evolution Of Lead Generation

When it comes to digital marketing, capturing leads is the ultimate goal. Always has been, always will be. How those leads are being captured, however, is changing right before our eyes. 

Contact forms — which have been the dominant lead capture tool since the days of dial up — now have some new competition: chatbots. But the fact is, industrial marketers don't need to choose between forms or bots; they just need to know how they differ, and how to use them both effectively. 

Leads By Association: How To Leverage Professional Trade Groups To Connect With Buyers

Long before there were LinkedIn Groups, people who wanted to get together to discuss similar interests or professions did so by actually getting together. In person. Really!

Lead Nurturing: How To Go From "I'm Interested" To "I'm Buying"

You 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.