We got a chance to chat with Ashlei Urwiller from Norland International this week on the show. Which led to a few first on The Kula Ring! Ashlei and Norland are doing some interesting work in their marketing efforts that include broadening what their customers can do. We also talked about how Norland puts their own products to work for themselves, leading to a fantastic understanding of what their customers need in the field. This is a good one folks!

So many marketers are battling behemoth competition in their industries. So how does David arm themselves against Goliath? Amy Cooper of Atlas Carbon has found some particularly excellent stones to put in your sling. Amy works in an industry that is heavily influenced by regulation and legislation, meaning the competition is deeply entrenched. Still she has found a way to ensure her and Atlas Carbon can carve out their fair share (and maybe a little more), this week on The Kula Ring.

This week Lewis Simms extols the virtues of creating a simple message. Finding a pain point in your potential customer’s life and solving it is one thing, finding a way to concisely express that is another one entirely. Lewis walks us through what that looks like in a world known for being intricate and inaccessible to the uninitiated, 3D Printing.

For manufacturers optimizing marketing and sales processes to drive revenue performance, there’s one rule that stands out above all others. In this episode of The Kula Ring, Jeff and Carman dissect the Golden Rule of sales and marketing optimization while highlighting several illustrative examples.

Defining an ideal customer and sourcing a target account list to match should be easy, but it isn’t. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help, and warn about pitfalls along the way.