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.
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.
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.
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.
