What does a marketing world look like where account-based marketing and privacy legislation can co-exist in harmony? We are not sure yet, but we can prepare by delivering high-quality content that target accounts will opt-in to receive. Of course, that is a simplification of the situation. Jeff White and Carman Pirie dive into the details of the imminent collision of these two trends on our 200th episode of The Kula Ring. From cookies to content-gating—learn how you can prepare when you listen to this podcast.

We don’t have a crystal ball to predict the future, but we can foresee a wave of economic changes. From inflationary pressures and workforce shortages to living with COVID and a looming recession, these factors all have an impact on how manufacturing marketers are approaching their strategy. In this week’s episode of The Kula Ring, Jeff and Carman predict how marketers in the manufacturing industry will adapt.

Are personas too popular? In this edition of The Kula Ring, Jeff and Carman examine the evolution of buyer personas and their usefulness to B2B manufacturers. How helpful are they anyway? How could they be better? What other approaches might manufacturing marketers use instead? All this and more in Episode 197. We think you’re going to love it.

Sustainability is a corporate-led initiative, but marketers are often the ones refining the messaging to resonate with customers. In this episode of The Kula Ring, Jeff and Carman discuss the common pitfalls of sustainability messaging that will either get it lost in the competitive shuffle or be ignored by the sales team. We also explore how to overcome those challenges so that internal and external stakeholders understand how your sustainability initiatives impact them.

Almost everyone agrees that talking to customers is a good idea, but sometimes manufacturers find that one particular department seems to stand in the way: sales. Salespeople functioning as customer gatekeepers can be a real problem. In this episode of The Kula Ring, Jeff and Carman explore how manufacturers can move past a culture of gatekeeper salespeople towards a future where serving customers is a team sport.