The Thomas Blog

Industrial marketing and manufacturing sales tips to help you grow your business.

Three Logistics Lessons Black Friday Can Teach Manufacturers And The Supply Chain

The shopping frenzy known as Black Friday is almost here. While you will probably see lots of stories about long lines and huge crowds tussling over the latest toys and electronics, there is another story taking place behind the scenes – one of careful planning, lots of moving parts, and plenty of risk. It’s a story of logistics.

The fact is that Black Friday is one of the biggest logistical challenges for retailers and their supply chains. Many companies spend all year analyzing data and building inventories to prepare for the holiday rush. And the stakes are incredibly high –  one mishap can throw off a company’s entire supply chain, leading to a major loss in sales for the day and the rest of the year.

While most B2B manufacturers, industrial companies and procurement teams aren’t directly impacted by Black Friday, there are certainly lessons to be learned from the retail world that can help improve efficiency, reduce risks and optimize their supply chains. Here are three of them:

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30 Industrial Lead Generation Tips, Tricks And Ideas

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6 Steps To Transforming Your Sales Organization

It’s no secret that the sales landscape has changed in recent years. The general B2C space adapted fairly quickly to new technologies and tools, but for B2B businesses, and particularly industrial companies, the adoption has been slow moving. Keeping our reliance on the old rolodex and trade show lists in mind, it’s time to re-evaluate how we can keep up with the broader trends and modern tactics. 

We’ve had tremendous success using inbound selling principles — essentially, this is the process of aligning your sales process with your customer’s buyer journey. By asking the right questions and showing how you can solve a problem, you’re that much closer to onboarding your next client. 

While we don’t anticipate an overnight adoption, we did pull together some tips to incorporate tactics that fall under the inbound sales umbrella, which will help you get started and become more competitive in the current market.

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5 Scary Marketing Stats

This Halloween, more than $2 billion worth of candy will be given out across the United States.

What can be more frightening than the thought of millions of kids hopped up on $2 billion worth of sugar? These soberingly scary stats about marketing.

70 Percent Of Marketers Lack A Consistent Or Integrated Content Strategy

Experienced trick-or-treaters set out with a plan — they have a clear vision of the candy they want to collect, and they know just where they need to knock in order to make it happen (while avoiding those houses giving out pennies).

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The ABC's Of Making The Shortlist

As you know, industrial/B2B buyers looking to establish a long-term relationship with your business may vet you quite thoroughly. This could include visiting your facility, checking your finances, talking to customers and more.

However, before they get to that point, today’s buyers prefer to evaluate suppliers anonymously, then create a shortlist of potential partners before contacting them for further vetting.*

Of course, evaluating you anonymously as they create their shortlists means learning as much as they can about you online. This blog post will help you make sure your online presence doesn’t have any holes that leave you short of making those shortlists.

The following A to Z list goes beyond the obvious “what you do” info, and into the nuts and bolts of what makes your business unique.

Of course, depending on whether you’re an OEM, custom manufacturer, service company or distributor, not everything on the list may apply to you.

Still, this is a great opportunity to make sure you’re making the best first impression on customers that may have the power to change your business — whether you make that impression on your website or on a supplier discovery and evaluation platform such as

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How To Pitch Inbound Marketing To A CFO

If you’re reading this, you’ve probably implemented pieces of inbound marketing, but have realized that pieces here and there aren’t enough anymore. You need to shift resources around (or get more of them) to make the changes needed to increase lead generation, reduce costs, and grow new markets. (But between you and your vision for more effective marketing is your C-suite — especially your CFO, and in many cases, your CEO...)

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Steel Scandal Will Shake Up The Supply Chain

Some of the biggest names in manufacturing — Boeing, General Motors, Ford, Toyota, Honda, and many others — have seen their supply chains thrown into turmoil after a major Japanese steel supplier admitted fabricating quality control data.

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5 Ways To Capture Marketing ROI

You probably have several different goals in mind for your marketing plan: increasing traffic, getting more leads, building your brand. But at the end of the day, what matters most to you? The answer has to be your Return on Investment (ROI). All of your marketing efforts should be based on clear, goal-oriented metrics, and how they relate to your bottom line.

With so many marketing tools at your disposal today – and a shift in buyer responsiveness fromoutbound to inbound marketing – it’s not always easy to lay out a plan to capture the ROI of a given campaign or program.

These five tips will help you focus your strategy on a metrics-driven marketing program – one that can deliver tangible, measureable results based on sales goals and objectives. Knowing how to measure and capture ROI helps you gauge your program’s success – and more importantly, gives you an organized, ready-to-present package for your CEO and executive team.

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Lessons Learned At INBOUND 2017

I had the pleasure of attending the HubSpot INBOUND 2017 conference, which was held at theBoston Convention & Exhibition Center from September 25-28.

This was my first time back at INBOUND since 2012 and wow, how it has grown!

This year there were more than 21,000 attendees making it the event to go to if you are in marketing and sales — even if it is just for networking.

INBOUND is well known for its amazing keynotes, and the 2017 lineup was exceptional.

Speakers included author Brene Brown, Disney Animation Studios President Dr. Ed Catmull, television star John Cena, award-winning digital marketer Piera Gelardi, former First Lady Michelle Obama, and, of course, HubSpot’s own Brian Halligan and Dharmesh Shah.

There were also hundreds of professional development sessions touching on the latest trends, technologies and best practices in marketing.

While I couldn’t attend all of the sessions, I did certainly learn a lot. Here are my key takeaways from my time at INBOUND:

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