Platforms like Thomasnet have traditionally been a go-to for B2B lead generation. But here’s the hard truth: Thomasnet’s organic traffic has seen a decline of 88% from February 2023 to February 2025, which represents a 700,000 loss in monthly traffic. It’s time to reassess whether they’re truly delivering the best ROI.

If you’re a manufacturer, you’ve likely spent a hefty budget on Thomasnet already, hoping to drive more leads and sales. But traditional directory listings are rapidly losing effectiveness in today’s digital landscape.

After Xometry acquired Thomasnet in 2021, clients have increasingly expressed frustration regarding:

• Decrease in website traffic and leads
• Poor content writing
• No follow-up
• High turnover in sales reps

Instead of pouring money into listings that may go unseen, consider investing in a more targeted, cost-effective strategy.

Thomasnet connects industrial buyers with over 500,000 North American suppliers. Companies use it to find manufacturers, generate leads through directory listings, and market their capabilities to potential customers.

With an 88% traffic decline, fewer Thomasnet visitors mean fewer opportunities for leads. Many advertisers report receiving inquiries from non-decision-makers, international buyers outside their service area, or pure solicitations rather than genuine leads.

In-depth research into one Thomasnet advertiser’s leads (contact us and RFQ forms) showed that none of the leads were qualified.

On average, the cost of an annual listing on Thomasnet costs between $7,000 and $10,000. However, for very popular or saturated industries, the cost may range anywhere from $25,000 to $50,000 and beyond.

With declining traffic and poor lead quality, most companies struggle to justify these expenses.

The main difference between Thomasnet and successful marketing? Content! Quality content that increases your Google rankings, traffic, and leads.

Professional copywriters who understand manufacturing can tell the difference between a fiber laser and CO2 laser. They understand the industrial purchasing process and develop content that targets your key prospects.

Real Results: We’ve had clients who were with Thomasnet before and they received significantly more leads from organic traffic after starting SEO than they did relying on Thomasnet before. One client who began an SEO campaign received 1,900 visits and 140 engaged/qualified users on their website. During this same time period, Thomasnet provided only 57 referrals (visits) and 9 engaged users.

Instead of using Thomasnet listings that quickly drain your budget without significant results, switch to a trusted, full-service digital marketing agency for industrial companies.

These agencies use marketing tactics that outperform traditional online directories by:

• Having access to website analytical reporting
• Being copied on every website RFQ and contact form
• Knowing which marketing tactics provide the best ROI
• Reviewing leads with clients monthly to track conversion

It’s time to redirect your marketing dollars to where they’ll have a real impact – on platforms and tactics that truly work.

This personalized marketing approach will help drive sales, provide long-term success, and help your business thrive while your competition continues to pour precious dollars into Thomasnet and the like.

Ready to finish 2025 strong? Stop wasting budget on declining directories and invest in marketing that delivers measurable results.

Our SEO and marketing services can get you the leads directly from your website