The world of 3D printing has seen vast changes in recent years. IP constraints on those early technologies lifted, and an explosion of offers and solutions hit the market, leading to the consolidation we are seeing in the industry today. But for Dani Mason and B9Creations success in this industry hasn’t been about outspending competition, it’s about out-listening them.

In this episode, Dani shares how B9 has built a competitive edge by prioritizing deep customer relationships over flashy R&D budgets. From customer-funded innovation to a structured voice-of-the-customer process, B9 integrates real-world feedback at every stage, ensuring products solve actual industry pain points.

Forget gimmicks and gift cards, this is a masterclass in authentic customer engagement.

How do you shift from traditional marketing to an inbound approach in the manufacturing industry? Josh Gravelle, Marketing Manager at Calvary Robotics, joins The Kula Ring to share his journey from TV production to B2B marketing and how he’s helped evolve Calvary’s marketing strategy over nearly a decade.
Josh discusses the challenges and rewards of getting engineers involved in content creation, the role of brand storytelling in establishing thought leadership, and why consistency in marketing efforts pays off. He also dives into the impact of launching a podcast, leveraging speaking engagements, and integrating HubSpot to strengthen Calvary’s inbound marketing efforts.
If you’re looking for insights on how to develop a meaningful content strategy that goes beyond just generating leads, this episode is packed with valuable takeaways.

In this episode of The Kula Ring, we sit down with Alex Koepsel, Director of Product Marketing at Vention, to discuss the art of managing up and across in product marketing. Alex shares his journey from electrical engineering to product marketing, revealing how his technical background and entrepreneurial mindset shaped his approach to positioning products and influencing key stakeholders.

We explore how Vention is democratizing industrial automation, making it easier for manufacturers of all sizes to implement automation solutions. Alex also unpacks the strategies behind building trust, aligning with leadership goals, and persuading decision-makers to invest in marketing initiatives. Whether you’re in product marketing, sales, or leadership, this episode is packed with insights on navigating cross-functional teams and driving meaningful change within an organization.

Tune in to hear how product marketers can act as “mini CEOs” and leverage influence to move the business forward.

This week on The Kula Ring, Tara Vincar, Marketing Director at Alpha Controls, shares her journey of transforming the company’s marketing approach from the ground up. She discusses how she navigated the steep learning curve of the instrumentation industry, built a small but mighty marketing team, and gained executive buy-in for long-term strategy. Tara also reveals the early wins that fuelled momentum, the challenge of maintaining growth after the “newbie gains” phase, and how she strengthened collaboration between marketing and sales.

How do you transform scattered customer insights into a structured, data-driven approach to marketing and sales? Cory Peterson shares the journey his organization took—from early, informal customer interviews to a comprehensive digital customer journey framework. In this episode, Cory walks us through the process of mapping the customer journey, the evolution from a linear model to a dynamic flywheel, and the role of rigorous testing in refining digital interactions. He also discusses the challenges of attribution, the importance of integrating sales and marketing, and how even small organizations with limited traffic can leverage research to drive meaningful improvements.
Join us as we explore how a data-driven mindset can unlock deeper customer understanding and business growth.