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Energy Trade Show Attendees Shown a Bit of Southern Hospitality

Triad B2B Agency has been a part of the oil and gas world since our inception nearly 25 years ago. We have been a trusted business-to-business marketing partner for countless companies, developing branding and growth strategies as well as creating the materials to help our clients attract and retain their customers.

Many agencies claim to be “in-tune” with their clients but will still manage projects from behind a desk. Triad prefers to see itself as an extension of our clients’ sales force, putting boots on the ground to help them reach their goals. This is what makes us uniquely capable to help the B2B marketer, and what led us to host one of our most successful events to date.

With so many clients and friends attending the DUG Permian Basin Conference in Fort Worth last month, Triad decided to host a fun, casual event to bring everyone together. We partnered with Atlas Sand, CSI Compressco, Fuelco, Impact Selector, Summit Casing Equipment, and Zeeco to throw an evening meet-and-greet for oil and gas professionals attending the conference. After landing on a ‘Southern Hospitality’ theme, we created invitations, signage, and other branded elements. Along with our six co-sponsors, we invited companies we knew, as well as new acquaintances from the conference.

The event was hosted on a large outdoor patio, with live music, hors d’oeuvres and cocktails, cornhole, a cigar roller, and raffle giveaways. We had a great turnout with representation from dozens of different oil and gas companies. The feedback was overwhelmingly positive; guests relaxed and had fun, all while meeting like-minded people within the industry.

Conventions and trade shows are a great way to share information, but often it’s the unofficial, more casual setting that is conducive to fostering lasting connections. Triad enjoys being a part of our clients’ lives and a part of promoting innovation within the oil and gas industry, because B2B is our Business™.

If we didn’t see you at this event, we hope to see you at the next!

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Triad B2B Agency Honored with 25th Annual Communicator Awards

On the heels of receiving the American Marketing Association’s “Marketer of the Year” honor in Energy Marketing for the DFW region, Triad B2B Agency has earned three new Communicator Awards. The awards were presented by the Academy of Interactive & Visual Arts, honoring Triad for work on behalf of three of the agency’s clients.

“Bit in a Box” Direct Mail Campaign for Ulterra - Communicator Awards

Award of Excellence

The Communicator Award of Excellence was given to Triad B2B Agency in the category of Marketing & Promotion, for its “Bit in a Box” direct mail campaign for Ulterra Drilling Technologies. Ulterra is a leader in drill bit technology for the oil and gas industry. The Award of Excellence recognizes Triad’s entry as best in the field.


Awards of Distinction

Triad also received two Communicator Awards of Distinction for its client work. An Award of Distinction was given to Triad in the category of Corporate Identity for its work for HMI Cardinal. Cardinal is a national powerhouse in shower enclosures, artisan glass, and commercial glazing.

A second Award of Distinction was earned in the Print Advertising category for Triad’s B2B print campaign for Portfolio, an acknowledged innovator in automotive reinsurance.

About the Communicator Awards

The Communicator Awards, now in its 25th season, is the leading international awards program, recognizing big ideas in marketing and communications. The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.

About Triad

Triad B2B Agency, also in its 25th year of business, specializes in B2B marketing communications. The agency is active in a wide range of markets including oil and gas, aerospace, building materials, financial services, automotive, industrial distribution, control automation, healthcare technology, supply chain management, food and beverage, and more.

For more information, contact Triad B2B Agency president, Tom Prikryl, at 469-484-6827, or by email at tp@triadb2bagency.com.

Triad Team That Earned AMA Marketer of the Year Award

Triad Earns AMA Marketer of the Year Award

The Triad Team (Above): David Hospodka (Creative Director), Joe Sugarek (VP of Business Development), Tony Ammerman (Associate Creative Director/Sr. Copywriter)

Triad B2B Agency was named Marketer of the Year in Energy Marketing by the American Marketing Association’s DFW Chapter.

The award was based on an integrated campaign for the launch of a new product for Triad’s client, Ulterra. The effort included print advertising, public relations, and in-depth feature articles developed in conjunction with leading trade publications.

Triad Earned AMA Marketer of the Year Award

The product launch for the SplitBlade drill bit broke company records for market penetration, sales, and total feet drilled. Triad’s efforts were a key part of the product launch, resulting in increased awareness of the bit’s design and performance characteristics, reaching key targets within the Oil & Gas industry.

For the full Case Study, click here.

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Triad B2B Agency Honored as Finalist in AMA’s 2019 Marketer of the Year Awards

Triad B2B Agency of Dallas has been honored as a finalist in the American Marketing Association’s 2019 Marketer of the Year Awards. The agency is being recognized for its work in the Direct Mail Marketing and Energy Marketing award categories.

In the Direct Mail Marketing category, Triad is being celebrated for its “Bit in a Box” campaign for Fort Worth-based Ulterra. The campaign was devised to raise awareness of among difficult-to-reach corporate level decision makers. The campaign consisted of a 4-color, laminated carrier box containing a scale-model Ulterra drill bit and a 4-color brochure. Messaging highlighted the record-breaking performance of Ulterra drill bits in the Permian’s Midland and Delaware basins, while emphasizing the company’s unique capabilities in the areas of engineering, manufacturing and support.

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In the Energy Marketing category, Triad is being recognized for an integrated Advertising and Public Relations effort in support of a major new product launch for client Ulterra. The integrated marketing effort included print advertising, public relations, and in-depth feature articles developed in conjunction with leading trade publications. The product launch of the SplitBlade drill bit broke company records for market penetration, sales, and total feet drilled within the first six months.

“Having the opportunity to work with great clients is always the best reward, and the thing that keeps us inspired on a daily basis,” says Tom Prikryl, President and Founder of Triad B2B Agency, and a 40+ year veteran of the B2B marketing industry. “Being celebrated as a finalist at the American Marketing Association’s Marketer of the Year Awards Gala is a great recognition of the high-impact work we are doing for our clients.”

The awards will be announced at the Marketer of the Year Awards Gala, hosted by the Dallas/Fort Worth Chapter of the AMA on May 2nd.

About Triad B2B Agency

Triad specializes in B2B marketing communications. Founded in 1994, the agency is active in oil and gas, aerospace, building materials, financial services, automotive, industrial distribution, control automation, healthcare technology, supply chain management and more.

For more information, contact Triad B2B Agency at 469-484-6827, or by email at info@triadb2bagency.com

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7 Ways You Can Make Your Agency Better

An agency can work to make itself good. But clients make an agency great. Help us be great and provide you the best work possible. Here are 7 ways you can make your agency better.

1. Realize Your Agency Is a Partner, Not Just Another Vendor

Agencies don’t pump out ads and brochures like mass-produced sprockets. We’re problem solvers. Agency teams are trained to marry creative solutions to strategic problems. We can do so much more for you. Spend the time to cultivate a relationship with your agency and take advantage of our innovative thinking.

2. Quickly Get the Paperwork and Formalities out of the Way

Getting a joint Non-Disclosure Agreement in place is a first order of business. It gives you the confidence to freely discuss your organization and share sensitive information. The client and agency both benefit when we can quickly get to the specifics of the situation and avoid speaking in vague generalities. Initial meetings should be followed up with a Request for Proposal to quickly get the agency engaged on your behalf.

3. Make Sure Your Agency Sees the Big Picture

Once you have an NDA in place, brief the agency on your business. Get us up to speed on your market position and SWOT analysis. The faster and better we understand where your business is coming from and where it’s going, the better our work will be.

4. Teach Us the Details

As an agency we live and die by the quality of input we receive from you. Detailed input keeps our work on target and meeting your expectations. We try to ask all the right questions, but we can’t approach your level of knowledge when it comes to your business and industry.

5. Set Your Creative Expectations

Not every client and project need a full rebranding. You can help us by setting your creative expectations up front. We want to be on the same page as you when it comes to creative direction. If you’re not sure if a new look and feel is in order, just ask. Show us your guidelines and ask for a brand assessment.

6. Plug into the Power of Why

Why is one of the most useful things you can learn when looking at creative work. Every element in a layout is a result of thoughtful placement. You can phrase any design change as a why statement. Ask why we made such a choice. Or, explain why a suggested change would be beneficial to the overall design. Understanding why helps the creative team gain understanding and how to create better solutions moving forward.

7. Plan for Greatness

The Sistine Chapel’s ceiling took Michelangelo four years to complete. Great work requires time. Working with your agency to develop an overall marketing plan and schedule gets everyone onboard. Last minute projects are unavoidable, but you get the best work from your agency when you give them clear direction and plenty of lead time.


If your organization is ready for great marketing contact Triad.

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Triad Clients Earn Industry Honors

Working with amazing clients is its own reward, but recently Triad nominated some of its clients for highly coveted industry honors.

In June, Triad nominated three senior executives of Ulterra (the leading drill bit manufacturer in the U.S., and one of the fastest growing drill bit companies in the world), for Petroleum Economist magazine’s annual awards, among the most prestigious in the oil and gas industry.

These included Ulterra’s CEO, John Clunan, as “CEO of the Year;” Marketing Director, Aron Deen, as “Energy Executive of the Year,” and Innovation Director Chris Casad as “Future Leader.”

The winners were announced in a black-tie gala ceremony in London on November 27:

John Clunan – CEO of the Year Runner-up

Aaron Deen – Energy Executive of the Year Winner

Chris Casad – Future Leader Runner-up

All three clients were in attendance in London, England, to personally receive their recognitions.

Separately, Triad had the honor of preparing nomination materials for Ulterra’s Chief Financial Officer, Maria Mejia, for Oil & Gas Investor Magazine’s prestigious “25 Influential Women In Energy” honors.  In November, Oil & Gas Investor announced Maria as a 2019 honoree. She will be recognized for the honor during an awards luncheon in Houston in March of 2019.

Award-winning work for award-winning clients — it doesn’t get much better than that!  Triad is honored to work with such outstanding clients, and proud to be part of them receiving the industry recognition they deserve.

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The History of SEO

The story of SEO (Search Engine Optimization) is intertwined with the evolution of the modern search engine. The history of SEO is the history of the search engine, the devices we use, and the internet itself.
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Pre-Internet

30 BCE

The Great Library of Alexandria burns to the ground. The destruction of the library erased untold knowledge collected from around the world.

1945

Director of the Office of Scientific Research and Development Director, Dr. Vannevar Bush, proposes a common record. A collection of data and observations to be amended, improved, and revised to reflect current knowledge and understanding, a singular compilation of all contemporary knowledge. A radical idea prior to the internet.

pre-google-history-seoThe Pre-Google Internet

1990

McGill University student Alan Emtage creates Archie, progenitor of the modern search engine.

1993

Stanford students create Architext, the first search engine to sort search engine result pages (SERPs) by keyword density.

Website owners can manually submit their sites to ALIWEB for search engine indexing.

Search engines begin using web crawler robots to sift website content for indexing.

1994

Search engines begin to resemble how they look today (AltaVista, Lycos, Yahoo!).

Protective foam equipment seller Greg Boser begins researching how to optimize his website to increase traffic and drive sales.

1996

Google co-founders Larry Page and Sergey Brin start building BackRub (Google), a search engine that emphasizes backlinks as website ranking criteria.

1998

Google goes live.

wild-frontier-history-seoThe Wild Frontier of 90’s SEO

Early search engine ranked website pages based on the amount of times the queried search term was found on the page. This led to people stuffing their web pages full of often-searched keywords. This practice overflowed into excessive meta-tagging of pages. Many optimizers also engaged in churning out spammy, low-quality backlinks to improve their SERP position. These bad practices were specifically targeted by Brin and Page as they developed Google. Their new search engine would rank websites based on keyword relevancy AND content quality.

2000-intermediate-years-history-seo2000 – 2002 SEO’s Intermediate Years

This time period was a struggle as search engine developers looked for ways to guide and motivate website owners to optimize their content the right way. Google labored to separate advertising from the function of the search engine. They provided guidelines on how to optimize website content the right way. This is commonly referred to as “white hat” SEO. However, without ranking penalties for bad behavior it did little to allay exploitative, “black hat” practices.

rise-google-history-seoThe Rise of Google

2003

Google algorithm update Florida institutes penalization for keyword stuffing.

2004

Google makes its first step towards voice search by combining customized urls with telephone calls.

2005

Google, MSN, and Yahoo! unite to reduce spam links and website comments by instituting NoFollow link attribution.

2006

Google launches Google Analytics, Google Webmaster Tools (Search Console), and purchases YouTube.

Search engines universally adopt XML sitemaps (search engine bot sitemaps).

2007

Google Universal Search arrives adding news, images, and video to web search results.

2008

Google Suggest (autocomplete) beings showing search suggestions based on aggregated data.

2009

Microsoft’s search engine, Bing, launches.

Bing and Yahoo ally to combat Google’s 70% US search engine market share.

Expanding Search Results

2009

Google begins delivering real-time search results including breaking news and social media posts. SEO became a concern for journalists and social media managers.

2010

Google announces site speed is a ranking factor.

Bing and Google further integrate social media by showing related social media posts in the SERPs and assigning PageRank (measure of link’s relevance and authority) to frequently linked profiles.

2011

Google’s Panda update course corrects its algorithms to downplay ad-riddled content farms specializing in frequent, high quantity/low quality content posting.

2012

Google introduces enhanced search feature Knowledge Graph, focused on search intent and semantics often displayed in knowledge panels, carousels, and boxes.

Google Penguin update penalizes web pages with spam links that do not complement the page’s H1 (header).

Above the Fold update begins penalizing sites with heavy advertising in the above-fold area.

2013

Google Hummingbird update better interprets conversational language used in mobile and voice search.

2014

Google Pigeon update improved map and local search queries by implementing the spelling correction, synonym, and knowledge graph features of other search functions.

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Moving Beyond the PC

2015

Google mobile update begins penalizing mobile unfriendly websites and pushing websites towards responsive design.

2016

Google introduces Accelerated Mobile Pages (AMPs), resource-light pages designed to instantly load content on mobile devices.

2018

Google begins mobile-first indexing.

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SEO in 2018 and Beyond

Contemporary SEO is About the User.

Every Google update is focused on providing a better experience for the user. You can do five things to please the people and the robots.

  1. Provide quality, original, updated content
  2. Recognize what searchers want and give them more of it
  3. Design your website for the best user experience possible on all devices
  4. Make your website and changes easy and straightforward for spiders to index
  5. Link your website to relevant, high-quality websites and disavow bad links

Check Here for more information about the digital services Triad B2B Agency offers. Or, get in touch with us directly by Email or Phone 214-953-6223.

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Triad B2B Agency Named as Finalist for Petroleum Economist Magazine “PR Agency of the Year”

Triad B2B Agency of Dallas, Texas, has been named a finalist for Petroleum Economist Magazine’s prestigious “PR Agency of the Year” award.

Triad is being recognized for its recent work integrating B2B advertising, sales support and public relations to support a new product release for its client in the oil and gas industry. You can view the full case study here.

Triad B2B Agency is an integrated marketing firm with services tailored to meet the requirements of the business-to-business marketer.

In the words of Tom Prikryl, President & CEO, “There is no greater sense of satisfaction than when we contribute to the success of a client’s business. Often that success is the result of the client and Triad working together as a true team, pushing past normal. That’s the value of, and reward for, a no-limits approach.”

The Petroleum Economist awards will be announced November 27, at a black-tie gala reception in London, England.
For more information, please contact Tom Prikryl, Founder and President of Triad B2B Agency, at (469) 484-6827, or email.