This episode of The Kula Ring features Michael Frank, Vice President of Marketing and Communications at Arctic Walk-Ins, a 40-year-old company specializing in custom and quick-ship cold storage. Michael delves into the complexities of marketing to various niches, including the relationship-driven food service sector and the technically nuanced commercial industries. He shares insights into how Arctic Walk-Ins navigates competition, utilizes different marketing tactics for distinct audiences, and adapts to the evolving landscape of digital search, including the rise of AI. The conversation touches on the challenges and opportunities in the manufacturing industry, emphasizing the growing importance of interest-based media and the potential for a renewed appreciation of B2B businesses.

In this episode of The Kula Ring, Alec Graham, Marketing Manager at LEL Critical, shares a provocative take on what marketing can and should be within industrial manufacturing.
Alec explores why marketers must act as the voice of the customer inside the business, how empathy-driven systems can create better outcomes for both users and employees, and why not everything should be measured in a straight line. From customer service gaps to probabilistic strategy, Alec invites listeners to reconsider where the real value of marketing lies: in creating meaningful, lasting experiences that go beyond transactions.

In this episode of The Kula Ring, Brad Davis shares how his company took a counterintuitive approach to growth by narrowing its sales pipeline, focusing on high-fit opportunities, and avoiding the trap of chasing quick wins.
In a mature and shrinking sector, Brad explains why clarity in sales strategy, upstream marketing, and sustainable profitability are key to long-term success. From horizon growth planning to resisting vanity metrics and innovation theatre, Brad offers a masterclass in disciplined, methodical growth for manufacturers.

In this episode of The Kula Ring, Sam Rajkovich dives into the complexities of working with independent manufacturers’ representatives. He unpacks how to compete for reps’ time and attention, maintain brand consistency across third-party sellers, and build emotional connections that create loyalty. Sam also explores the economic tradeoffs of the model, its scalability, and its uncertain future as younger professionals shy away from commission-only roles. From messaging challenges to hybrid sales strategies, this episode offers a candid look at the evolving landscape of indirect sales in manufacturing.

Dive into this episode of The Kula Ring with Sean Momsen, VP of Business Development and Marketing at Evology Manufacturing. We discuss the secrets behind rapid manufacturing and how speed can revolutionize the customer experience.

Sean shares his unique journey from aspiring car designer to leading a company that values your time as much as top-notch quality. Learn how Evology utilizes cutting-edge tech to deliver unparalleled service and projects on schedule while never losing sight of the human element. product development, or just fascinated by innovation and efficiency, this episode is a must-listen!