The leading UK manufacturer consists of two sister companies, Tharsus and Universal Wolf. The firm started as a traditional metal fabrication business in the North East of England in the 1960s. It's since grown and diversified to become a leader in complex metalwork, UK robotics and industrial automation, creating innovative solutions for the likes of Ocado, FreeWire and Small Robot Co.
From global giants to start-ups, Tharsus has turned complex tech products into successful scale manufacture for all types of businesses. Their unique end-to-end process brings engineering design, manufacturing and supply chain experts together under one roof to take care of the hardware and electro-mechanical assembly of their customers’ products.
The challenge
We interviewed Elaine Fullarton, Marketing Principal at Tharsus, about her experience with Cognism.
What lead generation activity did Tharsus Group carry out before Cognism?
“When I joined the business two years ago, the marketing efforts consisted of a website and a simple email outreach using MailChimp. There was no digital marketing activity per se number indonesia and the lead generation consisted of finding contact details by trailing through LinkedIn, Google and word-of-mouth. It was a labour-intensive process that lacked scalability for the growth trajectory of our business.”
What prompted them to explore a sales intelligence tool like Cognism?
“Our senior leadership team made a conscious decision to invest in sales and marketing automation to fuel our business growth. The exploration of Cognism came at the same time as our investment in Salesforce Sales Cloud and Marketing Cloud. This was simply because they work so well together with Cognism's native integration.”
The solution
Elaine is the internal champion and one of the primary users of Cognism. The sales team also self-serves the platform to source contact details of individuals within target organisations.
What are the sales teams' workflows with the platform?
“We actually work very closely with our Business Development team to build marketing campaigns. The BD team will typically source/pre-qualify the companies within the market sectors we wish to target. Then, we work together to ensure we pull the right contact data from Cognism.”
“The BD team self-serve for individual contact information, and our marketing team use Cognism to build more robust campaigns. I also work closely with Cognism to make sure Tharsus and Universal Wolf are educated on how to use the B2B contact database to get the most out of the platform.
“Together, we focus on finding net new leads in Cognism and import them to Salesforce for prospecting. This workflow means they will have pre-qualified leads ahead of time.”
What is Tharsus Group’s demographic?
“We predominantly target CTOs, Directors of Engineering, Heads of Purchasing and Heads of Manufacturing. We have a global geographical profile, but with a focus on UK manufacturing. As part of our Account Based Marketing model, it's key that we understand who the influencers and decision-makers are. This is so we can customise our messaging appropriately and create communications that truly resonate.”
“Our business model consists of two sister companies. Tharsus predominantly works with a global audience targeting EV charging, energy storage solutions, smart vending, as well as logistics and warehousing.”
“Meanwhile, Universal Wolf’s target market is broader in their segmentation, but predominantly focuses on the same sectors. I often segment our Cognism data into specific geographies, market sectors and type of contact.”
How is Cognism at the essence of their marketing workflows?
“A major part of my role is to find companies suited to our Solve Scale Supply manufacturing service offering and build campaigns around it to generate expertise, authority and trust. The Cognism platform delivers the B2B data for the majority of our marketing campaigns run through our CRM, Salesforce.”