Expert's Corner

It’s People, Not Technology

By Susan Orr, Senior Director, Strategic Marketing, ThomasNet

Each day we’re adopting more and more technology at work (and at home). At times it seems we’re getting so caught up in the technologies, themselves, we’re losing sight of the fact that there are (or, at least, there should be) real people - experts, professionals and thought-leaders - driving the use of these technologies as tools to benefit their businesses. Also, there are people, just like ourselves, on the receiving end of our communication messages traveling through these technologies.

For instance, consider the social media technologies available to us today - just one segment of the many new technologies out there right now: blogs, microblogs (such as Twitter), online video, RSS, podcasts, social networking, etc.

To be able to use these technologies as effective business tools, we need to collaborate with PEOPLE to strategically determine how (or if) these tools can be used to impact our businesses. We need PEOPLE to produce smart...

Client Spotlight

RFQs and RFIs Explode to 100,000+ in One Year

“We had the best billing period in the history of the company… and we anticipate [more] growth in the neighborhood of another 20 to 30 percent,” says Ben Bird, chief operating officer (COO) of Certified Insulated Products, commenting on his company’s record growth since going live with its ThomasNet-built website and online catalog.

View Certified Insulated Products’ video testimonial and read its case study or click below to continue reading this "Client Spotlight."

3 Ways to Beat the Competition in 2010

Establishing your company's online marketing plan for the new year can be as easy as 1-2-3, if you focus on these three ways to beat the competition in 2010:

• Customer acquisition
  
• Online sales channel
  
• Brand recognition

Let's take a closer look at each of these areas and review specific strategies for success...

1. Customer acquisition

First, you need to know who your current customers are and identify prospective customers who currently do business with your competitors. Research this information via competitors’ websites, Internet analytical data, etc. Or simply define your target audience -- the type of customers you get the most business from, and the customers you’d like to acquire -- and determine which members of that audience are not currently doing business with you today. These are your prospects.
 
Once you know who your prospects are, then you can start to have some fun in determining an acquisition strategy.  Meet with members of your marketing and sales team and generate ideas that will help you differentiate your business from your competitors.
 
Maybe there are benefits that your company offers that the competition doesn’t? One important differentiator could be customer service, before and after the sale. If this represents a strong advantage for your company -- exploit it. Build a customer acquisition strategy around whatever it is that differentiates your company from your competition.
 
Once you have created your customer acquisition strategy, determine the following: How many companies are you targeting with your strategy? What is your budget to execute your strategy? Identify key metrics that will help you determine the success of your strategy.

Acquiring more customers can lead you on the path to more success in 2010. But the journey to success also includes a realistic evaluation of your company’s website – it’s your online sales channel -- which leads us to our next way to beat the competition…

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