Opinions: Loyalty and Manners in Business Today

Since today is Triad’s 23rd anniversary, I have had the opportunity to connect with many friends and business associates. It is rewarding to talk to people (or least, communicate via email) with whom I have worked in partnership in developing new and better solutions for clients. These connections made me think about the nature of business today, and how in some ways it has become much coarser, and is neither as effective nor as rewarding as it should be. Two areas that I think where these changes are most apparent are found in supplier relationships and in general business manners.

    1. Many companies have now come to view what was once valued “supplier partners” as strictly “vendors,” who are only favored as long as they offer the lowest price. This approach to the people and companies on whom your business may rely is short sighted.

      Loyalty is a two-way street, and it is inevitable that one is going to need one of those “vendors” to come through with a supporting idea, or even a favor. “Vendors” have little motivation, and no obligation, to respond to your need for a favor. A valued partner will stand ready to help you. In addition, working with supplier partners becomes very efficient and effective because each of you understands the other’s company, their needs, and their ways of doing business. Working with someone you understand and know well, and who knows and understands you, is more-often-than-not the route to getting things done in the best possible manner.

    2. Almost every day, I see examples of bad manners and/or lack of consideration in the business world. Here’s some news…YOU DON'T HAVE TO BE RUDE OR DIFFICULT IN ORDER TO BE SUCCESSFUL. Asking for things in a mannerly way is not that difficult (it will not hurt to say “please” periodically), and a sincere “thank you” can go a long way. I know it may seem like a dated concept, but perhaps we should all try to treat others as we would like to be treated.

Think about what I have written here. I know that I will…and try today, tomorrow, and the days going forward to be a better, more mannerly, more considerate business person.

- Tom Prikryl, President & CEO

Opinions: Thoughts on 23 Years with My Thanks

I will never forget the excitement I felt the morning of August 4, 1994, when I unlocked the door and stepped into my first day running Triad Business Marketing. Triad occupied one office in an executive suite, furnished with two side chairs, a desk chair, and a chair box that I was using for a desk. Delivery of the remainder of my furniture was delayed, but it didn’t make a bit of difference. Triad was open for business!

A lot has happened since that day in 1994…a few bad times, mostly good. It has been an unbelievable learning experience, and the learning curve only gets steeper with every year.

As I was thinking about what I should write on this 23rd anniversary, it occurred to me that now would be the right time to thank those who contributed to Triad’s long-term sustainability and success. Clients, fellow workers, and suppliers…Triad would have never thrived (let alone survived) without the support, cooperation, and efforts of these people. I believe the contribution they (and many others) made should be recognized.

I would like to begin with some of Triad’s clients, past and present, who have contributed to our success: Dan Eckermann, Joey Berry, Lou McDuffy, Don Vogelsang (deceased), Lance Vogelsang, Bill Toelke, Bob Carrell, Janna Critcher, Jeff Schiefelbein, Todd Grzych, Carlos Kenda, Bruce Marion, James Peden, Greg Wolfe, Brooke Verinder, Jay Grissom, Adam Maclay, Corey Koewler, Rob Copeland, Mike Ward, Chris FitzGerald, Gary Heisterkamp, Ben Rookey, Allen Dunkleman, Malinda Preather, Kazu Toyama, Ryan Bonner, Rod Alavi, Randy Rape, Rocco DiRago, Polo Gutierrez, Whitney Bouterie, Kenny Wood, Frank Mullins, Bruce Suggs, Jim Garaghty, Stan Burson, Dennis Wolf, Marty Mauer, and so many more.

An agency must also be able to count on its suppliers, and some that immediately come to mind are Ron Higgins, Charlie Cookson, Tina Vulgaris, Keith Bates, Lynn Felhauer, James Andrews, Patty Taylor, Bob Tucker, Rick Rodriguez, Scott Light, and Russ Jolly. Again, there are many more people than I can ever hope to cover.

Finally, the foundation of Triad has been its employees, many of whom have dedicated their time and talents to making this a great B2B agency. I would like to mention every employee who has worked at Triad, but this space won’t allow for it. However, a few Triad employees I would like to mention are Susan Worthington and Rhonda Anderson (Triad’s first two employees), Liza Garza, Joy Jennings, Annette Spanhel, Gary Bradbury, Bill Prikryl (deceased), Julie Gardner, Waynette Ray, Casey Fleming, Kristen Lee, Jason McCain, James Ware, Steve Cunningham, Teresa Edwords, Alan Cooper, Mark Watson, Lance Rinker, Cheryl Roberts, and Jacob Harman.

While Triad has put 23 years in the books, this is not the end. In fact, it is just the beginning. As we move into our 24th year, we are energized by new developments within the agency and the vision we have for our future. We were a better agency in year 23 than we were in year 22, and you can count on next year’s edition of Triad being the best ever. At Triad, we believe that the only limitations are those we place on ourselves. And trust me…self-imposed limitations will never be on this agency’s agenda.

Thank you to everyone – from clients, to suppliers, to employees – for making Triad – A B2B Agency™ a thriving enterprise and a force in B2B marketing.

Looking ahead to the future,

- Tom Prikryl, President & CEO

Brand awareness in business marketing

Awareness Matters In Business Marketing

For all sales and business marketing people…sometimes we forget the implications associated with our companies’ level of market awareness. I would like for you to consider this fact…if your market awareness among potential buying influences is 45%, that means 55% of the people who could possibly buy from your company don’t even know it exists. And if they don’t know your company, they are certainly not going to buy from you. 

Think about it…in this scenario, your company is turning its back on 55% of the people who might possibly buy from it. What is your company’s level of market awareness? Can you afford to ignore a large number of potential customers? What are your thoughts…please contact me at tp@triadb2bagency, and let me know what you think. 

– Tom Prikryl, President and CEO, Triad – A B2B Agency.

Oil and Gas Marketing

The Oil & Gas Industry is picking up, so should your marketing efforts.

Right now, we’re at a point in the oil market cycle that signifies growth and sustainable opportunity. As competitive as the oil and gas industry has become, it becomes increasingly important to get in front of the market by realizing new opportunities for strategic oil and gas marketing initiatives. Whether your business is focused on selling units in the drilling or production markets, it’s time to capitalize on the numerous growth opportunities in the current industry. For over 22 years, Triad – A B2B Agency has been intertwined in the oil and gas space. We’ve earned in-depth knowledge revolving around a wide range of industry products, services, and technologies that enable us to go above and beyond in meeting our oilfield clients’ marketing needs. More importantly, the team at Triad has come to understand the nuances of the oil and gas market—from both marketing and sales perspectives. We’ve seen how the industry reacts to growth and downturn in commodity pricing, how buying influencers make decisions, and how new products are received in a common “don’t fix what’s not broken” way of doing business. Triad is part of the oil and gas industry, and we’re always open to new challenges and welcome the opportunity to explore the market’s potential with you.

Triad’s Oil & Gas Marketing Knowledge

Drilling and Completion

  • Drill pipe and tubing
  • Pipe threading
  • Pipe thread and connection compounds
  • Land/offshore rig design and fabrication
  • Mud pumps
  • Top drives
  • Drawworks
  • Drilling control systems
  • DC/AC rig power systems
  • Liner hangers, packers, and tools


  • Pumpjacks
  • Load cells
  • Inclinometers
  • VSD controllers
  • Rod pump controllers
  • Artificial lift monitor/control systems
  • Compression systems
  • Gas compression for gas lift
  • Croswell seismic
  • EOR services

DOWNLOAD OUR INFOGRAPHIC View the key takeaways from the 2017 World Oil Industry Forecast. Download the Free Infographic

READ OUR CASE STUDY Get more in-depth discussion about what an effective oil and gas marketing campaign looks like.Read Our Oil & Gas Case Study

Print and Digital Advertising

Review and comparison white paper.

In today’s digital world, it can seem there is no use for print advertising in advertising and marketing strategy. Television and print advertising for the B2B marketer is still effective. It’s a matter of striking the right balance and using each in a manner aligned with their characteristics.

Download here

The Inspiration Behind Our New Look

About six months ago, we decided to refresh our brand. We had been in business for nearly 22 years, and over that time the agency, and the scope of the work we do, has evolved dramatically.

There were a lot of ideas concerning the way we should brand ourselves, probably as many ideas as there are employees at Triad. But none of these ideas really seemed to position Triad as the truly differentiated agency that it is.

The Breakthrough

During this time, I was scheduled to have an early breakfast meeting with a client. As I was waiting at the restaurant, I was thinking about everything this client had going on in his life – a private equity professional, he had one major project in the DFW area in which he was actively involved in its operation. He had another important transaction that was in play in the upper Midwest, in addition to a number of other investment opportunities. In addition, he is a father of three little girls, age 7 and under, and his wife was expecting another girl in a couple of months. And if that wasn’t enough, he was selling his house and buying another.

His plate was full.

Thinking about this client and the challenges he faced, I was reminded of something I learned a long time ago – anything can be accomplished, if one does not give into self-imposed limitations. Put another way, we have few limitations, other than those we place on ourselves.

That’s when a breakthrough in my thinking occurred, and I realized that I wanted Triad to be positioned as an organization that did not recognize artificial limits.

An Aspirational Brand Emerges

So, the decision was made to position Triad as an organization that does not acknowledge most limits. Both the company and each of its employees are committed to ignoring the limits of conventional thinking and pushing towards the best solution and outcomes for its clients. We aspire to best the very best B2B marketers, individually, and as an agency. This branding direction establishes a philosophical approach that can deliver that outcome.

Specializing in B2B Marketing

riad specializes in B2B marketing/communications, and has done so since its founding in 1994. To further emphasize that point, we have made a subtle change in our original Triad Business Marketing name. With this new branding, we will now be known as Triad – A B2B Agency.