Thomas Helps Laser ISSE Build a Strong US Presence in Industrial Markets

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 serves customers in more than 20 industries—including HVAC, automotive, aerospace and cookware. To reach OEMs, ODMs and contract manufacturers that form its core client base, Kelley focused on establishing a presence at trade shows where she could connect directly with potential buyers. Laser ISSE targets multi‑million dollar projects, which involve long sales cycles and “a lot of early‑morning technical meetings and late‑night dinners,” she said.

Performance‑Based Listings Make Every Dollar Count

To zero in on in‑market buyers with digital advertising, Laser ISSE partnered with Thomas, a trusted industrial marketplace with over 125 years of experience. Thomas’s Performance‑Based Listings (PBL) let Kelley define Laser ISSE’s target market and pay 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.” That approach has proven to be a game‑changer.

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 flexibility to pivot 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 guidance from her Thomas representative, Kelley has leveraged 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 that outlines how to turn leads into buyers
• The Ultimate Guide to Digital Marketing for Industrial Suppliers—an eBook that covers the fundamentals of digital marketing, from building an effective website to optimizing various 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 to review the checklist and prioritize updates,” she said.

Read more case studies to learn how Thomas solutions have helped manufacturers and industrial companies achieve significant growth.