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.

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.

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.

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.

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.