The Kula Ring

A podcast for manufacturing marketers

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B2B Selling Episodes

Episode 151

Adapting to Rapid Market Expansion with Strategic Content Marketing

Featuring Paul Dailey, Director of Product and Market Strategy at Outback Power.

Posted on September 21, 2021

Staying agile in a competitive market can be a challenge, says our latest guest Paul Dailey, the Director of Product and Market Strategy at Outback Power. Over the past five years, Paul has been focused on transitioning to new technologies and growing Outback’s available market. Paul talks about marketing in a growing industry and the importance of establishing a value proposition as customers’ options expand in the solar panel and equipment industry.

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Episode 150

Using Video to Shorten the Sales Cycle in Manufacturing Marketing

Featuring David Roberge, Marketing Manager at Industrial Packaging

Posted on September 14, 2021

David Roberge, the Marketing Manager at Industrial Packaging, takes a different approach to sales by using video. In this week’s episode, David dives into how he and his team have seen positive sales and engagement growth using video as part of their sales content marketing strategy. Learn from David how he uses customer feedback and queries to create targeted video content his customers want.

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Episode 148

Using Data Segmentation to Target Your Ideal Customers

Featuring, Kevin Must, Corporate Marketing & Communication Manager for Cold Jet

Posted on August 31, 2021

It’s all about being customer-centric, says our latest guest, Kevin Must, Corporate Marketing & Communication Manager for Cold Jet. In this week’s episode of The Kula Ring, Kevin talks with Jeff and Carman about how data segmentation is helping him and his team understand their customers and their ideal audience better.

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Episode 144

Successful Strategies for Marketing and Selling Into Science

Featuring Jarett Nickerson, VP of Sales and Marketing at C-Therm Technologies

Posted on August 3, 2021

How is selling into science different than your typical B2B approach? In this episode of The Kula Ring, Jarett (Jay) Nickerson, VP of Sales and Marketing at C-Therm Technologies, discusses how they use problem-specific content and product-specific content for marketing and selling into science within different industries. He also describes the impact of the pandemic on how virtual demos are conducted.

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Episode 140

Getting Started With ABM: Gain Early Wins and Avoid Missteps

Featuring Floyd Blaikie, Senior Strategist at Kula Partners

Posted on July 6, 2021

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 138

How a Manufacturing Marketer Leverages HubSpot to Unite Teams

Featuring Yazz Krdzalic, VP of Marketing at Trenton Systems

Posted on June 22, 2021

How can manufacturing marketers apply inbound methodology to the point where multiple departments rely on it? In this episode of The Kula Ring, Yazz Krdzalic, VP of Marketing at Trenton Systems, who is a self-described Hubspot fanatic, talks about how HubSpot has helped align the marketing, sales, and service teams at his organization to grow their customer pipeline, and serve customers better.

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Episode 137

The Power of Storytelling in Manufacturing Marketing

Featuring David Gerson, Director of Marketing at TK Elevator

Posted on June 15, 2021

How do you inform customers what makes your company special in a way that they will actually care about? In this episode of The Kula Ring, David Gerson, Director of Marketing for TK Elevator, talks about how storytelling in manufacturing can create content that connects with customers, and shows them why your solution personally makes sense for them compared to the competition.

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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

Posted on June 8, 2021

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.

Posted on June 1, 2021

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 134

How a B2B Manufacturer Successfully Sells on Amazon

Featuring Melissa Monteith, former Channel Marketing Leader, Retail Channel Lead for Fluke Corporation.

Posted on May 25, 2021

Should B2B manufacturers sell on Amazon, or do the challenges of maintaining control over branding and pricing outweigh the benefits? In this episode of The Kula Ring, Melissa Monteith, the former Channel Marketing Leader, Retail Channel Lead for Fluke Corporation, shares how the company successfully sells on Amazon. She talks about leveraging product content and integrating it with the Amazon experience and shares advice for maintaining brand control and meeting other common challenges that arise when hosting a B2B channel on Amazon.

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About Kula

Kula Partners is an agency committed to helping leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. We are headquartered in Halifax, Nova Scotia, Canada and work primarily with North American-based manufacturing clients marketing within complex B2B selling environments.

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