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Industrial Icons: Reynolds Culligan Drives Long-Term Growth and Resiliency With Thomas

Tricia Contreras — Thu, 10 Sep 2026 15:14:56 GMT

Thomas has been connecting industrial buyers and suppliers for more than 125 years. The Industrial Icons blog series celebrates the longtime customers who have grown their businesses with Thomas and the marketing and advertising solutions that have evolved along with them over the years.

For decades, Reynolds Culligan has provided essential water treatment solutions for the manufacturing, energy, healthcare, municipal, educational, and pharmaceutical industries. Supported by deep family roots and decades of industry experience, the Reading, Pennsylvania-based company has continuously evolved its digital presence to stay ahead of market trends and regulatory shifts. In this Q&A, Reynolds Culligan’s Manager of Commercial Industrial Products Ronald Reichwein and General Manager Debbie McGlynn discuss their decades-long journey with Thomas, recent major wins, and what keeps them optimistic about the future of their business.

How and when did you get started advertising with Thomas?

Reichwein: We started advertising with Thomas in the print version back in the 1990s.

What have been the biggest wins in your journey with Thomas so far, and what has kept you with Thomas for so long?

Reichwein: I would say there are two wins that really stand out. First of all, the success of our website, how it keeps growing every year. ... And the second is the biggest retail sale that we've ever had, which came from Thomas this past year.

McGlynn: We had a website that did not work, and we were getting no new customers. When we first contacted Thomas to help with our marketing, the first thing we addressed was the website redesign. We added the catalog for our component sales. Since we launched the new site, we are getting found in searches for water treatment systems and softeners, deionization, and reverse osmosis systems. We continue to add content with the Thomas SEO program.

What’s something you’ve learned from working with Thomas?

Reichwein: One thing that I've learned is that the marketing side of the business takes a lot of time and effort. I guess you don't appreciate how much time it takes until you're involved in it and see what goes on.

McGlynn: It's really a collaboration that’s very different from when I handled the household website and used a local marketing company. Back then, we met every month. Now, I meet with the Thomas team every week. I call it ‘making the sausage.’ That's what this process is — you do something, you get it together, it's great, you send it off, it brings stuff in, and then you move on to the next project.

What’s a trend you’re seeing in your industry/sector right now? How are you adapting your marketing strategy to meet that trend?

Reichwein: We've been focusing on some new issues that have come to light in the past couple of years, like PFAS, high-quality water, and reverse osmosis. We've been working with Thomas on eBooks to make people aware and educate them about these topics.

Manufacturing has proven to be an enduring industry in America, even amid political and economic changes. What gives you hope for the future of the industry?

McGlynn: We sell Culligan. We don't sell X, Y, Z brand. So our success is absolutely related to the brand. It’s our job to make sure that we get the brand out there on a local level. The knowledge that we have helps the next generation. Ron and I had our fathers in the business, as well as my grandfather and brother, so we have some family ties that other Culligan dealerships also have. This legacy means the brand doesn't die because of turnover or different owners — there are actually owners with a historical connection to the brand. We grew up together in this business with our families. That makes a big difference, and I see that across the board with Culligan. That's what separates this brand from so many other brands out there: the family connection. Some people call it “tribal knowledge” — for us, that means we talk about it around the dinner table — other people don't necessarily do that. That's a big thing that separates us from a lot of the competition.

How to Meet the Needs of B2B and Industrial Buyers

slayugan@thomasnet.com (Team Thomas) — Wed, 02 Sep 2026 16:14:35 GMT

Industrial buyers today research, evaluate, and shortlist suppliers almost entirely online before ever reaching out to a company. In fact, 70% of the industrial buying journey is complete before a buyer ever contacts a supplier. To win buyers’ business, you need to understand how they buy and make sure your company shows up with the right information at every stage. To ensure you’re meeting the needs of business-to-business (B2B) and industrial buyers, focus on the key areas outlined below.

Understand the Industrial Buying Journey

The industrial buying journey is the sequence of steps a B2B buyer follows from recognizing a need to selecting and purchasing from a supplier. At a high level, it involves six phases:

Need — The journey begins when a buyer realizes they have a problem. At this stage, buyers are experiencing a pain point but aren’t necessarily searching for a specific product yet.
Research — Once they have a better idea of what they need, the buyer moves into the research phase. During research, buyers look for educational content and start learning about the suppliers that might meet their needs.
Design — For many industrial purchases, the design stage is where the heavy lifting happens. This is the time when engineers and technical leads enter the journey.
Evaluation — With a design in hand and a list of potential partners, the buyer moves into the evaluation phase. At this stage, they are no longer just looking at suppliers’ products and services, but also at how they operate.
Shortlist — At the shortlist stage, the buyer has narrowed their choices down to the final candidates. They are now comparing apples to apples, looking at lead times, total cost of ownership, and responsiveness.
Purchase — The contracts are signed, the purchase order is issued, and the relationship officially begins. In the industrial buying world, this isn't the end of the journey — it's the beginning of a partnership.

Show Up Where Industrial Buyers Search for Suppliers

To ensure your business is found by industrial buyers, you need a presence everywhere buyers look, from general search engines to platforms specifically geared towards industrial sourcing.

Search engines

Strong, well-organized website content improves your rankings when buyers search for the types of products and services your company offers. Following search engine optimization (SEO) guidelines also gives you a leg up when it comes to optimizing your website for AI search.

Business directories

Claim and complete free listings on Google Business Profile, Apple Maps, LinkedIn, Facebook, and Yelp so local buyers can find you.

Online sourcing platforms

Optimizing your website for search engines and maintaining a presence on general business directories are important for covering all the bases in how buyers might discover your business. However, many industrial buyers find that general searches can be cluttered with too many results aimed at a consumer audience. That’s why more than 2.2 million registered buyers use Thomas to source industrial products and services and find their next supply chain partner. Buyers on Thomas arrive with intent, ready to engage — 66% visit with a specific purchase in mind. Listing your company on Thomas puts your capabilities in front of high-intent buyers at the moment they're searching.

At this stage, buyers have one question: Can you do what they need? Make the answer obvious and easy to find.

Provide the Information Buyers Need When Making a Shortlist

You often won't know you're on a buyer’s shortlist until they contact you. Ensure you make it to this critical stage by providing the right information on your website and your Thomas profile. Here are some factors buyers consider when building a shortlist.

Capabilities — Include part dimensions, tolerances, materials, finishing services, and machinery used. You should provide a comprehensive list of all your capabilities to show buyers you can provide what they need.
Quality certifications (ISO, ITAR, and others) — Quality is among the top factors buyers evaluate. Ideally, you should display these certifications as downloadable documents.
Relevant experience — Build buyer confidence with case studies, testimonials, and client logos from buyers' industries.
Photos and video — Providing photos and videos of your facilities and shop floor can give buyers insight into how you operate and add a personal touch.
Key contacts — Provide names and contact information for the appropriate people in engineering, sales, and operations so buyers can reach the right person directly.

Make It Easy for Buyers to Submit RFIs — and Respond Quickly

The request for information (RFI) is the first direct contact between you and the buyer — and the start of the relationship, not just a formality. Respond fast: Reaching out within minutes of an information request can significantly improve your chances of qualifying a lead. To encourage buyers to submit RFIs:

Make contact information highly visible — everywhere that buyers can find your business should include your email address, phone number, and a link to your RFI form.

Use clear, specific calls to action — don’t make buyers guess about how to reach out and request more information. Specific actions, such as "Request My Quote," outperform general ones, such as "Submit.”

Track and respond to leads — keep track of who is engaging with your company. Advertising on Thomas gives you access to a dashboard that shows exactly which companies are visiting your profile, so you can follow up quickly.

Complete your free Thomas profile — give buyers all the information they need so they can act the moment they're ready.

You Know How to Meet Buyers’ Needs, Now Make Sure They Find You

Meeting the needs of industrial buyers requires understanding how they buy, showing up where they search, providing the information they’re looking for, and making it easy to reach out when they’re ready. If you follow all these steps, you’ll greatly improve your chances of winning B2B buyers’ business.

Creating a free company profile on Thomas puts your business in front of more than 2.2 million qualified buyers, and Thomas Advertising can supercharge your listing. Thomas Sponsored Listings boost your ranking in buyer search results and let you unlock 100% of buyer insights on your company profile. Advertisers get 25 times as many buyer evaluations as non-paid accounts, and this increased visibility puts more opportunities in your pipeline.

Ready to meet more buyers where they search? Contact our team for a free Digital Health Check, or claim your free company profile to get found by the more than 2.2 million buyers sourcing on Thomas.

Industrial Icons: Smucker Expands Its Reach and Adapts Its Marketing Strategy With Thomas

Tricia Contreras — Mon, 29 Jun 2026 22:50:48 GMT

For more than 20 years, Smucker Laser Cutting & Metal Fabrication has dedicated itself to enhancing the standing of its metalwork clientele. Based in Lancaster, Pa., the company provides laser cutting and metal fabrication services to equipment manufacturers, machine shops, architectural customers, and other buyers along the East Coast. Since its founding in 2002, Smucker has maintained steady growth, with substantial investments in cutting-edge metal fabrication equipment. Thomas has been a part of Smucker’s marketing strategy since the very beginning, when it advertised in the print version of the Thomas Registry. Smucker President Sheldon Miller discusses how Thomas has helped the company tailor its marketing approach over the years.

How and when did you get started advertising with Thomas?

I remember seeing the Thomas green books on our customers' shelves when I made customer visits, and I knew Thomas was a well-recognized brand in the manufacturing industry. We advertised in the print Thomas Registry from 2002 until Thomas went 100% internet-based in 2006.

What have been the biggest wins in your journey with Thomas so far?

Thomas has given us many avenues to get our name recognized. We did a little bit of local print advertising here and there, but Thomas was our way out of the local area, in a sense. We knew if we had a customer calling us from Baltimore or New York or Philadelphia, those were customers that found us through Thomas. Thomas has provided a consistent customer base for us.

"Thomas has provided a consistent customer base for us."

-Sheldon Miller, president, Smucker Laser Cutting & Metal Fabrication

What’s something you’ve learned from working with Thomas?

I’ve learned a lot about marketing and developing a good internet presence, how to show up in searches and be at the top of the page. Marketing for business-to-business is so different than marketing to commercial or residential customers, and Thomas has helped us refine that strategy.

We were an early adopter of the case study product from Thomas, using case studies on the Smucker website to showcase success stories and use cases for laser cutting.

Manufacturing has proven to be an enduring industry in America, even amid political and economic changes. What gives you hope for the future of the industry?

As technology continues to evolve, I think we're only going to get more efficient. Of course, there are political and economic changes that cause pricing to change in the steel market, but we're always going to need manufacturing, and we’re always going to need new equipment.

Everybody's so innovative, they're always thinking about the next new invention. And with AI it’s getting easier to develop new things. The other week, we received a CAD drawing for a fire pit that someone designed with the help of AI, and he was asking us to cut the parts. So it's becoming easier and easier to develop things. In the past, somebody would send you a sketch. We'd have to draw it and tweak the design until everything fit. But now, with the software that's out there, people can develop things that could be one-offs or could become very large quantity items going forward, too.

Showcase Your Certifications: How an Updated Thomas Profile Connects You With the Right Buyers

slayugan@thomasnet.com (Team Thomas) — Mon, 29 Jun 2026 18:52:28 GMT

For procurement professionals and engineers, the sourcing process is often a high-stakes puzzle. Finding a supplier isn’t just about who can supply the product or service they need; it’s about who can meet rigorous standards for quality, safety, security, and sustainability. Whether a buyer is looking for a CMMC-certified semiconductor manufacturer or an SQF-certified private label supplier of food flavorings, certain certifications are non-negotiable.

Thomas helps solve the sourcing puzzle by making certifications a core part of the supplier discovery experience. By allowing suppliers to prominently feature their credentials, Thomas ensures that "qualified" isn't just a buzzword — it's a searchable attribute.

How Buyers Search for Certifications on Thomas

Thomas has engineered its search functionality to match the precise language of industrial procurement. Once a search is initiated, buyers can use the dropdown filters on the left side of the results page to quickly narrow down to a select few suppliers that possess the specific quality certifications or registrations required for their project.

There are dozens of filters listed under the Quality Certifications and Other Certifications/Registrations categories that buyers can use to narrow down their search on Thomas. From ISO and CMMC certifications to FDA registration and EPA facility compliance, buyers can select all of the qualifications they’re looking for in a supplier.

How Certifications Are Featured on Thomas

Thomas makes it easy for suppliers to showcase their hard-earned credentials and for buyers to find them at a glance. To add certifications to your company profile, simply log in to your Thomas Supplier Dashboard, go to the Company Profile Manager, and click on Certifications. You’ll be able to select the certifications that you want to add to your profile from a list.

Once they are added to your profile, certifications are visible to users in the following places:

Supplier Cards on Search Results Pages

When a buyer applies a certification filter to their search, the relevant credentials are featured directly on the supplier cards on the search results page. This allows for immediate "pre-qualification," saving the buyer from clicking through dozens of profiles to find the right fit. From the search results page, buyers can select suppliers to add to their shortlists, or click into a supplier’s profile for more information.

On Company Profile Pages

Every supplier has a dedicated certifications tab on their profile. This section acts as a centralized vault for validation. Within this tab, suppliers have three ways to demonstrate compliance:

Upload certificates: Suppliers can upload PDF copies of their actual certificates. This is the gold standard, as it allows buyers to view and download proof for their internal audits.
External links: Suppliers can provide direct links to their own websites or third-party registries to provide further evidence of their status.
Self-reporting: While less ideal than a verified document, suppliers can self-report their certifications. This allows suppliers to appear in search results for those certifications, but typically requires additional manual verification.

Put Your Certifications to Work

In a competitive marketplace, your certifications are a powerful competitive advantage — but only if buyers can find them. By leveraging the certification tools on Thomas, you transform your profile from a simple listing into a sales tool that meets buyers exactly where they are searching.

Is your profile working as hard as it should? Log in to your Thomas Supplier Dashboard to upload your latest certificates and ensure your business is visible to the buyers who need your expertise most.

Preparing for Your CMMC Certification?

Thomas collaborated with NSF on two on-demand webinars that can help you prepare for CMMC requirements, avoid common compliance pitfalls, and understand what to expect during a CMMC assessment. This series offers a practical overview of the CMMC certification framework that many suppliers must meet to remain eligible for Department of War contracts. Watch the webinars.

Image credit: Shutterstock/Smallroombigdream

Thomas Helps Laser ISSE Introduce Its US Business to Industrial Buyers

Tricia Contreras — Thu, 21 May 2026 17:24:01 GMT

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 early-morning technical meetings and late-night dinners,” 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.

Industrial Icons: American Crane Teams With Thomas for Recruiting, Supporting E-Commerce, and More

Tricia Contreras — Tue, 28 Apr 2026 15:33:56 GMT

American Crane & Equipment Corporation has been manufacturing cranes, hoists, and other specialty lifting equipment for more than 50 years. For generations, the family-owned business has served industries where trust is paramount and there is no room for mistakes, including aerospace, automotive, chemical, and nuclear. Senior Marketing Leader Michele Downie discusses how ACECO’s partnership with Thomas has helped the company with everything from recruiting to launching its Shopify store.

How and when did you get started advertising with Thomas?

American Crane has been advertising with Thomas since the 1990s. In June of 2018, I started at American Crane and was in charge of our marketing department — at that time, it was just me. I was the only marketing person, but I was told, “We have this wonderful team of people that help us from a company called Thomas, and they are like my team.” Not only did [Thomas] help bring my ideas and strategies to fruition, but they also helped me form better strategies. It was just a really good learning experience at the beginning, and as I've grown in my role, so has our relationship.

What have been the biggest wins in your journey with Thomas so far?

We’re currently working on a major initiative to build a brand-new Shopify store, and the Thomas team will provide a lot of backend support to get it to the finish line. We're really excited about it. My team actually designed the user experience, including what the store will look like and how it will function, working with our parts group to make their vision a reality.

We’re running a lot of paid ads around our products as we transition to the new store, and we also have paid ads to support our HR recruitment initiatives. We have had non-stop applications for most of our open positions. We’ve put a hold on billboard advertising, which costs thousands of dollars a month, because we're getting so many applicants for these positions from the paid ads.

We're also doing a lot of foundational auditing of the base systems that are working with all of our marketing systems. It’s not always the most visible work, but it’s essential. And the Thomas team is great at just getting it done. They've been working on auditing our downloadable resources, the traffic they’re getting, and what we could be doing differently, and updating the forms so they're functioning better. There's always going to be ebb and flow depending on what's happening with us as a company, what's happening out in the world, and how much bandwidth we have. The Thomas team has taken on some things that we just don't have the bandwidth for — the Thomas team truly operates as an extension of our internal team. So we have our people here, and we have the Thomas team, and together we are making all this happen.

"The Thomas team truly operates as an extension of our internal team."

-Michele Downie, senior marketing leader, American Crane

What’s something you’ve learned from working with Thomas?

I've learned that you don't know what you don't know, and Thomas provides the support to try things out, talk through ideas, and hear pros and cons from someone who knows more than you about specific topics. I focus on strategy and the high-level vision of what I want to happen, but I'm not necessarily the minutiae person who knows all the details and the best ways to make it happen. So I rely on the Thomas team for that.

What’s a trend you’re seeing in your industry/sector right now? How are you adapting your marketing strategy to meet that trend?

We are seeing a trend toward a lot more visual content — little bites, little reels, and smaller chunks of videos instead of longer full-length videos. And we’re also seeing that mobile use, rather than desktop, is the primary way we are engaging with people. So we’re making sure the mobile versions of whatever we're doing are working and are optimized.

People are leaning into AI, and I think we all use it a little bit differently, and we're always learning best practices. We produce a podcast called Always Lifting, and we had Chad Harvey on as a guest to talk about how to separate tech fads from true strategic value. I think it's important for people to realize that AI isn't going anywhere, and we have to think about adopting it in the ways that make sense for us.

Manufacturing has proven to be an enduring industry in America, even amid political and economic changes. What gives you hope for the future of the industry?

Considering the current executive orders on nuclear and pushing nuclear energy, I see a lot of really amazing things happening in that industry. I attend the Women in Nuclear event every year and it's amazing to see the innovation happening in that industry and how that affects us — we service more than 40% of the nation's nuclear facilities. I also see a lot of advancements with semiconductors, and there's a lot of things happening in aerospace as well right now.

There’s a lot of rapid change ahead, and the future is already taking shape. You have to be ready to pivot and flex and expand your thinking and realize that there are lots of other ideas out there, and yours isn't the only one. That's why collaboration is vital to success – you get a lot more bandwidth and a lot more ideas out of it than you would have had before.

A Six-Figure Order and a Runway for Growth: How Thomas Helps OSE Optics Connect With the Right Customers

Tricia Contreras — Wed, 15 Apr 2026 15:25:39 GMT

When OSE Optics needed to enhance its brand narrative and boost name recognition to drive

website traffic and generate leads, founder and CEO David Tourjee turned to Thomas. A

comprehensive rebranding, including a redesigned, SEO-optimized website, helped OSE reach

the right audience. Before working with Thomas, Tourjee estimated that the company received

only one website-based inquiry over a five-year period. Now that OSE has been partnering with

Thomas, via the direction of Account Manager Tim Camp, for five years, the story couldn’t be

more different. The boost in visibility from working with Thomas has helped OSE connect

with high-quality leads that translate to high-value orders.

“We’ve been growing steadily and we’re hoping to get a lot more work, and Thomas has helped

us do that. Recently, we got a six-figure opportunity from a defense company that came

from Thomas directly, and it’s going to allow us to grow,” Tourjee said.

"Recently, we got a six-figure opportunity from a defense company that came from Thomas directly, and it’s going to allow us to grow."

- David Tourjee, CEO, OSE Optics

Before finding OSE on Thomas, the defense company buyer had been searching for the right

supplier for more than six months. Relying on general search engines for industrial sourcing

makes it difficult to search with the level of precision needed for complex projects. Thomas is

designed specifically for the industrial sector, allowing buyers to find and contact

suppliers with the exact qualifications and certifications they need.

“We have a track record of doing defense work. We are ITAR-registered, we're part of a JCP

certification, and we are ISO 10110-certified. And we've spent a lot of time curating our

position and offering on the [Thomas] platform, which has positioned us at a spot that

allows these larger companies to find us,” Tourjee said. “Those two things together, along

with our responsiveness, tell people that we're serious and allow us to get the work that we

need.”

"We've spent a lot of time curating our position and offering on the [Thomas] platform, which has positioned us at a spot that allows these larger companies to find us."

- David Tourjee, CEO, OSE Optics

OSE’s quick response to the customer’s request for information resulted in an opportunity that

went from initial contact to purchase order in under two weeks. Tourjee is confident that Thomas

will continue to open doors to growth by helping OSE connect with its target audience — and

turn them into long-term customers.

“The thing I like about Thomas is that the quality of the leads that come in is very high,” he

said. “And that means that if we add the value that we’re supposed to, [customer contracts like

this] do become a long-term relationship.”

Read more case studies to learn how Thomas solutions have helped manufacturers and

industrial companies achieve significant growth.

Industrial Icons: Aerzen Amplifies Its Brand and Reaches the Right Audience With Thomas

Tricia Contreras — Fri, 27 Mar 2026 21:20:25 GMT

Equipment manufacturer Aerzen has been making a name for itself through advancements in compressor and blower technology since its founding in 1864. The company produced the first positive-displacement blower in Europe in 1868, and today it provides customers worldwide with highly engineered machines and responsive product, service, and support. Aerzen Marketing Manager Ralph Wilton discusses how the company’s 20-plus years working with Thomas have delivered consistent, high-quality leads by enabling the company to reach the right audience.

What have been the biggest wins in your journey with Thomas so far, and what has kept you with Thomas so long?

The Thomas program drives quality traffic. Too many times, you get distracted by the shiny object of quantity — lots of inquiries, contacts, activity, or traffic. But you really want the quality, especially in industrial business-to-business. Consistently, we see that the Thomas program brings us the right people, no matter where they are in the [industrial buying] process.

Thomas has the distribution to reach the right people. I always say that, “content may be king, but distribution is queen, and she wears the pants.” I could sit here all day long and create amazing content, and I could push it out to some people to get some good distribution, but not to the level that Thomas has. So that's why we have a good partnership — Thomas amplifies our brand far beyond what we could do on our own, because it has the right combination of powerful distribution and strong content.

What is something that you've learned from working with Thomas?

Thomas is a solid company that excels at what it does. All they do is industrial business-to-business marketing. There are so many programs and companies I see that have taken a consumer-products approach and tried to adapt it to the industrial, business-to-business world. It just doesn't work because that’s not our model. We don't have BOGO sales (buy-one-get-one) or coupon codes. We're selling equipment that costs tens of thousands of dollars and requires engineering teams behind it. It's a whole different type of buy, and other companies don't understand that [industrial B2B marketing] has to be a long-term process. Consumer marketing really is about quantity, whereas we don’t need big numbers – we need the right people to buy at the right time.

What’s a trend you’re seeing in your industry/sector right now? How are you adapting your marketing strategy to meet that trend?

AI is a big trend currently. I'm personally learning more about Answer Engine Optimization (AEO)—setting up the website and blog so that when people type in requests or start querying search engines, we are featured. It's not just about SEO, which is still important. I’m learning about that side of AI and how it can help in our daily work.

Manufacturing has proven to be an enduring industry in America, even amid political and economic changes. What gives you hope for the future of the industry?

The Aerzen parent company is willing to invest and do the right thing over the long term, and they've been investing in the US for manufacturing for a while. They know that you need a domestic manufacturing setup, no matter where you are. If you’ve got your local suppliers, it’s fast, and you have more control in that market space versus having to go to a foreign company to bring things in. We have an Americas focus with distribution and facilities … warehouses and so forth that have been set up over the past many years, so that we have more speed, more efficiency throughout North and South America. That's taken a lot of infrastructure, a lot of investment, a lot of planning, and a lot of people.

We're also using more American manufacturers — local, regional, and national. But I also find that if you want the best in the world, you've got to source from around the world. You're not always going to find the best products, parts, and components made here in the USA. That makes me optimistic about the future, too — as long as we keep working together, our future is bright.

Image credit: Aerzen

How to Find US-Based Suppliers

Tricia Contreras — Thu, 26 Feb 2026 19:10:36 GMT

American manufacturers have increasingly been looking to optimize their production and sourcing processes by bringing them closer to home. These reshoring efforts involve moving production or shifting sourcing from overseas back to the US, which can reduce shipping costs, shorten lead times, improve sustainability, and help companies avoid supply chain issues brought on by geopolitical uncertainties and sheer distance.

More than a quarter of global manufacturing executives (29%) reported having successfully reshored operations, while another 45% said they are actively pursuing reshoring plans, according to Xometry’s 2026 Manufacturing Outlook. Executives cited rising costs, tariffs, and geopolitical tensions as the top factors driving reshoring efforts.

Thomas Is Your Trusted Source for US Suppliers

Reshoring can require finding new suppliers closer to home, and it can be challenging to compare all the options available and make an informed choice. For more than 125 years, Thomas has served as North America’s No. 1 industrial sourcing platform. With more than 500,000 businesses listed on the Thomas Network, you can easily find the suppliers that meet your needs, compare them, and request quotes.

Search for Suppliers in Your Area

Whatever local means to you, Thomas has you covered. Search for suppliers in your US region or city using Smart Search, or apply location filters to a search.

Smart Search: Include “near me” at the end of your search query to return results within 50 miles of your ZIP code, or use a proposition such as “in,” or “near” followed by a US state to find results in or near a specific location. Or use the “regions” dropdown menu to the right of the search bar to select a region.
Filters: If you don’t include location in your search query, you can still filter your search results by location. Once you’ve started a search for the supplier category you’re looking for, you can filter the results using the “Distance from ZIP code” filter at the top of the page or the “Located In/Near” filter on the left.

Select Products Proudly Made in the USA

Whether you’re looking for products with a “Made in the USA” label or you’re required to source domestic supplies under the Buy American Act, Thomas can help you quickly identify suppliers that meet your needs. After searching for suppliers in the category you’re looking for, use the Origin Declaration filters to narrow your search based on several criteria.

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Industrial Icons: Valmont Coatings Reaches a Range of Marketing Segments With the Help of Thomas

Tricia Contreras — Mon, 16 Feb 2026 20:49:27 GMT

Countless pieces of industrial equipment rely on protective coatings to shield them from the elements and maintain their integrity. Valmont Industries, Inc. earned a reputation for dependability and durability due to the high-quality corrosion protection of its irrigation products, spurring the company to launch an entire business unit dedicated to coatings.

Today, Valmont Coatings operates more than 35 coatings facilities across seven countries. Its Salina, Kansas, facility is home to one of the largest galvanizing kettle (by volume) in the world. Representing North America Coatings at Valmont Industries, Director of Sales and Marketing Amanda Swanberg and Marketing Specialist Amy Nelson discuss how working with Thomas has helped the company get in front of the right audience and secure high-quality leads.

How and when did you get started advertising with Thomas?

Swanberg: Valmont Industries has worked with Thomas since 2010, and I got connected with a rep back in 2016. Right from the beginning, I've found that Thomas has some of the best representatives and the best customer service folks that help make the process easy and fun. We saw strong traffic originating from Thomas to our website, and I've always felt that the traffic coming from Thomas results in our highest quality leads compared to a lot of other platforms.

What have been the biggest wins in your journey with Thomas so far?

Nelson: Being in front of the right audience and being able to reach engineers and manufacturing companies has helped us the most.

Swanberg: It's really the web traffic. When we do see an inquiry come directly from Thomas, they're always exactly what we're looking for. They're inquiring about the services we offer, and they’re real opportunities, which is ultimately what we're looking for at the end of the day.

The company announcements in Thomas Industry Update have been great as well. The first one we ever did was to announce our newest facility, Pittsburgh Galvanizing. It definitely got some attention.

What’s something you’ve learned from working with Thomas?

Nelson: Thomas has reinforced the importance of educational content and educating manufacturers by giving them real-world applications. We can share case studies or we can share videos about our industry. It allows us to tell our story. We can showcase galvanizing as a long-term solution and connect with the right people.

Swanberg: For me, the biggest lesson learned has been around Thomas’ WebTrax™ tool. [WebTrax is a proprietary analytics tool that gives Thomas customers insights into activity on their company websites, including buyer intent signals and in-market buyer activity.] I was somewhat familiar with Google Analytics when I started working with Thomas, but having Thomas representatives walk me through WebTrax had an impact on how quickly I learned some of those metrics and helped me better evaluate what they mean to our business.

What’s a trend you’re seeing in your industry/sector right now? How are you adapting your marketing strategy to meet that trend?

Swanberg: Our audience has been in transition for a while in terms of how they consume information based on their age bracket. In our business, a lot of facilities serve mom-and-pop shops that want the traditional in-person relationship and personal phone calls. I assume most of manufacturing is going through a similar transition – as that baton is passed to the next leader, they have a drastically different way of doing business. That means an increase in our emphasis on digital, since more and more people are consuming information that way, and making sure we stay on top of AI, while still having the ability to nurture the folks who prefer traditional methods of doing business. All of this has forced us to have a broader view of marketing and sales overall, to ensure we hit all of those market segments.

Nelson: We’re focused on educating the next generation. We work alongside the American Galvanizers Association to strategize ways to reach the next generation of specifiers and engineers in the industry. We do outreach at universities and student organizations by giving lunch-and-learn seminars. We've even reached elementary school students by creating experiments and activities to demonstrate that galvanizing is the most durable solution. It’s about creating engagement and keeping our industry top of mind for the next generation.

Manufacturing has proven to be an enduring industry in America, even amid political and economic changes. What gives you hope for the future of the industry?

Swanberg: Galvanizing protects our nation's critical infrastructure. As we continue to grow as a nation, that infrastructure needs to be reliable. Inevitably, there will be cycles of replacement and upgrades, for which there's a huge demand for galvanized steel.

When it comes to sustainability, zinc and steel have the highest reclamation rates of anything that can be reused and recycled, so they hit those sustainability markers while also being extremely long-lasting and durable. We're well-positioned to grow with America moving forward. There's also a huge demand to replace infrastructure with longer-lasting materials. So, there’s a lot of hope and opportunity in our industry.

Image credit: Valmont Coatings