The Kula Ring

A podcast for manufacturing marketers

Account-Based Marketing Episodes

Episode 140

Getting Started With ABM: Gain Early Wins and Avoid Missteps

Featuring Floyd Blaikie, Senior Strategist at Kula Partners

In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.

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Episode 136

Being Helpful to B2B Prospects Through Marketing

Featuring Tracy Swartzendruber, Marketing Leader, Power Generation and Oil & Gas, GE Digital

In order to understand the needs of B2B prospects and reach them through marketing, how can you provide a helpful experience? In this episode of The Kula Ring, Tracy Swartzendruber, the Marketing Leader of the Power Generation and Oil & Gas division at GE Digital, talks about how UX, cultural language, and feedback can help align your marketing with the ever-evolving needs of customers.

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Episode 135

Bringing ABM to Every B2B Marketing Campaign

Featuring Gladys Fernandez, Marketing Director, Demand Generation at Hitachi ABB Power Grids.

How can B2B manufacturers scale their account-based marketing (ABM) campaigns? In this episode of The Kula Ring, Gladys Fernandez, the Director of Marketing and Demand Generation at Hitachi ABB Power Grids, talks about how she helped establish ABM at the manufacturer, from initial pilot campaigns to having every marketing campaign designed with an account-based approach. She shares best practices for creating pilot ABM campaigns and scaling efforts to larger accounts.

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Episode 121

Tips for Piloting Account-Based Marketing for B2B Manufacturers

Featuring Taylor Narewski, Global Marketing and Communications Director, at ARCA

Like many B2B manufacturers, ARCA sells to a small number of very specific niche markets. Targeting a small list of banks and credit unions who could benefit from ARCA’s cash automation and recycling solutions, their marketing team crafted highly personalized one-to-one account-based marketing campaigns and successfully generated awareness and opportunities within key accounts. Learn how ARCA successfully piloted ABM on this week’s episode of The Kula Ring podcast.

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Episode 117

Repurposing Content Marketing for ABM

Featuring Renee Tarnutzer, Marketing Director, Digital for North America at Kerry.

How can manufacturing marketers repurpose existing content for Account-Based Marketing (ABM) campaigns? In this episode of The Kula Ring, Renee Tarnutzer, Marketing Director for Digital at Kerry for North America, talks about reviewing the company’s bank of content marketing in order to make it fit an ABM model. Additionally, she shares their process for compiling target accounts and optimizing content to serve different verticals.

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Episode 100

ABM Lessons from The Kula Ring’s First 100 Episodes

Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring.

To celebrate The Kula Ring’s 100th episode, co-hosts Jeff White and Carman Pirie reflect on account-based marketing insights from exceptional guests. They share lessons from Sangram Vajre, Co-Founder of Terminus, on the strategic nature of ABM; Daniel Englebretson’s 100% win rate using ABM with Phononic; and Fabio Luz’s pilot ABM campaign success at Schneider Electric.

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Episode 87

Optimizing an ABM Campaign Using Engagement Metrics

Featuring Sergio Lemus, Senior Manager, Demand Generation at Cooper Lighting Solutions

Account-Based Marketing (ABM) is designed to reach your best-fit accounts with highly focused and relevant messages. But what happens when your target accounts don’t convert on the products or actions you serve them? Sergio Lemus, Senior Manager, Demand Generation at Cooper Lighting Solutions, shares conversion challenges from the company’s first ABM campaign, and how they turned things around to benefit from 100% engagement on target accounts.

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Episode 83

How a B2B Manufacturer Pilots Success with ABM

Featuring Fabio Luz, Latin America Media Team Leader and North America Digital Media Strategist at Schneider Electric

When it comes to creating account-based marketing (ABM) campaigns, more companies are stuck in strategy mode versus putting a program into practice. Fabio Luz, Latin America Media Team Leader and North America Digital Media Strategist at Schneider Electric, shares his account-based marketing pilot process, which helped the company identify target accounts and move them down the sales pipeline.

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Episode 77

Why the Funnel is Flawed for B2B Manufacturers

Kula Ring hosts Jeff and Carman on why the inbound marketing sales funnel fails B2B manufacturers and how to humanize marketing for target accounts.

The inbound marketing sales funnel suggests there’s an unlimited amount of traffic and leads, but how does that strategy scale when you’re a manufacturer with a limited number of prospects? On The Kula Ring, Carman Pirie and Jeff W. White discuss why the funnel doesn’t work in a B2B context and how manufacturers can shift to a more human-centered approach that focuses on a small number of target accounts using a blend of campaign tactics including inbound and account-based marketing strategies.

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Episode 63

Transform Your Business With Account-Based Marketing

Featuring Sangram Vajre, Co-Founder & Chief Evangelist at Terminus

Sangram Vajre—co-founder of Terminus, the SaaS platform for account-based marketing—discusses how ABM can transform your business on The Kula Ring. Sangram is a leading mind in B2B marketing as host of the FlipMyFunnel Podcast and author of ‘Account-Based Marketing for Dummies’ and ‘B2B is ABM’. He talks with Jeff and Carman about ABM’s strategic nature and how it aligns the goals and metrics of sales and marketing.

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