What happens when a Gen Z marketer joins a legacy manufacturing company and throws out the modern social media playbook?

In this episode, Lizzy Anderson of Hoosier Crane explains how she discovered that “cutting-edge” tactics weren’t resonating and why a return to simple, community-driven content worked better. From “2012 Facebook” style posts to highlighting local involvement and company values, Lizzy breaks down how manufacturing marketers can build trust, attract talent, and stay top-of-mind without overcomplicating their strategy. It’s a refreshing look at aligning marketing with audience reality, not trends.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with Paul Kelly, COO of NY Creates, to explore the future of semiconductor innovation and workforce development. Paul shares how NY Creates is enabling next-generation chip technology through global partnerships, supporting startups and industry leaders alike, and tackling one of the sector’s biggest challenges: building a skilled and diverse talent pipeline. From AI-driven manufacturing to advanced packaging and quantum technologies, this conversation offers a fascinating look at the forces shaping the semiconductor industry and the opportunities available to those entering it.

What happens when a guerrilla marketer enters the world of industrial manufacturing? In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Michael Garza, Marketing Specialist at Sanyo Denki America. Michael shares how his background in street team and experiential marketing, promoting concerts, festivals, and events, shaped his creative approach to B2B marketing. The conversation explores how unconventional thinking, experimentation, and community-focused marketing can bring fresh energy to manufacturing brands. From trade show giveaways to adapting messaging for different verticals, Michael explains why marketers should abandon “set it and forget it” thinking and instead focus on continuous learning, testing, and authentic engagement with their audiences.

Caterpillar is one of the most recognizable industrial brands in the world; but even iconic brands face challenges when it comes to modern social media. In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Jenni Gritti, Senior Marketing Communications Consultant at Caterpillar, to explore how industrial brands can create social content that truly resonates.
Jenni breaks down how Caterpillar approaches different audiences across platforms, why educational entertainment consistently outperforms promotional content, and how data and split testing guide every decision. The conversation also dives into AI’s growing impact on social media, the rise of “AI slop,” the importance of human authenticity, and why reuse and repurposing are not only acceptable—but essential. This episode is packed with practical insights for industrial marketers at any stage of maturity.

What happens when your company not only builds a better product, but creates a whole new category?
In this episode of The Kula Ring, Jeff White and Carman Pirie speak with Florian Neugue, Regional Marketing Manager for North America at A-Safe. Florian explains how A-Safe pioneered polymer safety barriers that flex and return, replacing traditional steel barriers in industrial facilities.
The conversation explores the power of category design in manufacturing markets. Florian outlines why redefining the problem is the first step to building a new category, how marketers must balance education with demand capture, and why patience is critical when shaping how buyers think about safety solutions.
From forklift safety and operational costs to market maturity frameworks and industry standards, this episode offers a practical look at how category creators build long-term market leadership.

How do you market a company that can’t always show what it makes?
In this episode of The Kula Ring, Alex Dove, Senior Marketing & Communications Specialist at August Electronics, shares her unconventional path from sales into manufacturing marketing. With a background in textiles, furniture, and drapery manufacturing, Alex brings both inside and outside sales experience to her role, blending data-driven thinking with deep relationship building.
Alex explains how August Electronics, a low-to-mid volume contract electronics manufacturer based in Alberta, markets partnership over product in a horizontally aligned industry. She discusses navigating NDAs, marketing capabilities instead of finished goods, aligning marketing and sales around shared KPIs, and proving service through video and transparency.
The conversation also explores long-term brand building vs. short-term revenue pressure, what sales often misunderstands about marketing, and why curiosity and operational knowledge are essential for success in manufacturing marketing.