The Kula Ring

A podcast for manufacturing marketers

Want to improve your ABM approach? Get the ABM Plan Example for B2B Manufacturers, co-authored by Terminus.

GET THE PLAN

B2B Selling Episodes

Episode 127

Using LinkedIn to Build Relationships that Lead to Business

Featuring Robert Johnson, General Manager and Business Development at MAC Prefab.

Posted on March 23, 2021

How do you cut through the noise on LinkedIn? Robert Johnson, General Manager and Business Development at MAC Prefab has close to 45,000 contacts on LinkedIn and has discovered how to keep them engaged. Building relationships on the business-focused social media platform has led to several successful business opportunities for Robert and MAC Prefab—especially since he started spreading positivity on a daily basis.

Listen Now
Episode 126

How Distributors Can Support Manufacturers’ Digital Growth

Featuring Sean Donovan, Digital Channel Manager for the Americas at MSA – The Safety Company.

Posted on March 16, 2021

As manufacturers adapt to a digital-first product experience, how can industrial distribution channels evolve to add value to the chain? In this episode of The Kula Ring, Sean Donovan, Digital Channel Manager for the Americas at MSA – The Safety Company, says most manufacturers are interested in investing in distribution channels that want to grow their brand versus commoditize their products. He shares examples of how distribution channels can help manufacturing brands come to life and provide value beyond the spec sheet.

Listen Now
Episode 124

Using Video Prospecting to Sell to Engineers

Featuring Brian Wellhouse, Supplier Marketing Manager for Sensor Products at TTI.

Posted on March 2, 2021

Manufacturers who offer a broad range of solutions rely on face-to-face conversations with prospects in order to find the best fit, but the pandemic has reshaped the sales relationship into a virtual experience. In this week’s episode of The Kula Ring, Brian Wellhouse, Supplier Marketing Manager for Sensor Products at TTI, talks about how virtual prospecting drives the conversation to be more action-oriented sooner. He talks about how his company conducts virtual prospecting with engineering teams, how they use LinkedIn to find new prospects, and what kind of marketing materials they develop to find engineers on LinkedIn.

Listen Now
Episode 123

How an Industrial Manufacturer Partners with Startups to Unlock New Revenue Streams

Featuring Ryan Knox, Director of Marketing & Innovation at Flexfab.

Posted on February 23, 2021

Flexfab is an industrial B2B manufacturer who designs and manufactures highly-engineered products in a wide variety of materials and designs for the aerospace, automotive, rail, and heavy-duty truck industries. In this episode of The Kula Ring, Ryan Knox, Director of Marketing & Innovation at Flexfab, talks about the company’s initiative to connect innovative startups with industrial companies to leverage emerging technologies within their manufacturing processes. Ryan talks about how Flexfab draws on existing relationships and industry connections to establish new revenue streams and foster innovation within industrial industries that are often overlooked.

Listen Now
Episode 122

How a Manufacturer Made Video Its Biggest Marketing Tool

Featuring Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions.

Posted on February 16, 2021

Video marketing is not new, but many B2B manufacturers are still searching for a strategy. In this episode of The Kula Ring, Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions, shares how she helped make video the company’s biggest marketing tool. She talks about the resourcing effort, why video is important for manufacturers to invest in, and how Morrison leverages video content to help prospects envision how to use their solution.

Listen Now
Episode 121

Tips for Piloting Account-Based Marketing for B2B Manufacturers

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

Posted on February 9, 2021

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.

Listen Now
Episode 113

Manufacturing a Self-Service Platform for Customers of All Sizes

Featuring Melanie Virreira, Director, Global Commercial Enablement at Ball Corporation

Posted on December 8, 2020

How can manufacturers better serve customers of various sizes? In this episode of The Kula Ring, Melanie Virreira, Director of Global Commercial Enablement at Ball Corporation, talks about how her team created a digital self-service portal for multiple customer segments. She shares lessons learned from mapping customer journeys on the self-service portal, and how her team integrated the portal with sales.

Listen Now
Episode 96

How an Industrial Marketer Creates Customized Content

Featuring Adam Beck, Director of Marketing at CADENAS PARTsolutions.

Posted on August 11, 2020

Industrial marketers eager to provide useful content to prospects can only get so far with lunch-and-learns and coffee mugs. This week on The Kula Ring, Adam Beck, Director of Marketing at CADENAS PARTsolutions shares how the company’s tool for creating 3D CAD models enables engineers and other stakeholders to create content marketing assets that improve lead generation.

Listen Now
Episode 94

From Metrics to Relationships: A B2B Marketer’s Leap to B2B2C

Featuring Dirk Mortensen, Marketing Manager for ARB 4x4 Accessories, North America

Posted on July 28, 2020

What is the role of a B2B2C marketer? In this episode of The Kula Ring, Dirk Mortensen, Marketing Manager for ARB 4×4 Accessories, North America, talks about his move from B2B to B2B2C marketing. He talks about making the shift from a heavy metrics-driven B2B background in business equipment to creating B2B2C marketing programs for consumer goods where success is more dependent on emotional connection and empathy.

Listen Now
Episode 92

Using Video to Optimize Your Customer Base and Supply Chain

Featuring Darrin Mitchell, CEO of Trout River Industries

Posted on July 14, 2020

While other industries are overloaded with content, manufacturers operating in niche verticals have the unique opportunity to own the content space. In this episode of The Kula Ring, Trout River Industries Owner Darrin Mitchell talks about how the company’s 6-million-view YouTube channel and content marketing strategy have transformed the manufacturer from the “underdog” to industry authority.

Listen Now
Older
The Kula Ring

Subscribe

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.

Warning!

You are using an outdated browser. Things may not appear as intended. We recommend updating your browser to the latest version.

Close