Manufacturing marketers are skilled translators, often facilitating conversations between a buyer or engineer for another company. In this episode of The Kula Ring, Joana Rodrigues, Marketing Manager at Times Microwave Systems, talks about how her engineering background has helped her create successful marketing content that bridges the gap between the internal engineering team and the end customer. She provides advice for how to create content from engineering expertise and how to approach engineers, who are typically skeptical of marketers, with your strategy.

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.

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.

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.

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.