The Thomas Blog

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Manufacturing and Industrial

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.

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Manufacturing and Industrial

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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Manufacturing and Industrial

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 from outbound 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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Evaluation Driven Retargeting
Manufacturing and Industrial

Boost Your Industrial Marketing Efforts With Evaluation Driven Retargeting

Do your new customers choose you on impulse? Of course they don’t. By the time you hear from a prospect, they’ve typically gone through a significant supplier discovery and evaluation process. We understand, and that’s why we created Evaluation Driven Retargeting.

In an industry in which supplier evaluation and selection can take weeks or longer, this can be the competitive advantage you’ve been looking for.

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Manufacturing and Industrial

6 Mistakes That Doom Job Shops

Thomas has relationships with thousands of successful job shop owners from coast to coast, many going back to our days as the Thomas Register of American Manufacturers — the “big green books.”

This blog post contains some of the anecdotal insights on job shop success and failure we’ve heard over the years.

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Manufacturing and Industrial

How Big Companies Choose New Suppliers

Looking to land one of the big fish? Becoming an approved supplier for a large global company can change your business forever. But landing such a “big fish” takes far more than a hello and a handshake. We recently reviewed the supplier discovery process of a leading Fortune 500 company, and here’s how they outlined it for us:

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Manufacturing and Industrial

An Introduction To Growth Driven Design

Traditional web design is broken. Your website is your biggest marketing asset and is the centerpiece of all your marketing activities. It is often the first place people go when looking for more information on your products or services. It is the place where we drive all of our marketing efforts and is often the first place prospects come looking for information.

Additionally, your website is also your “best salesperson.” It’s been said that a prospect has already moved through 70% of the sales process before even reaching out to your sales team. Where are they finding the information before talking to someone? – Your website.

As critically important as our websites are, the way we approach building and improving our websites is fundamentally broken. 

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