Welcome to part one of The Kula Ring’s Holiday series! This Holiday season we are going on an ABM journey, first up! Defining an ideal customer and sourcing a target account list to match should be easy, but it isn’t. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help, and warn about pitfalls along the way.
BALYO is a global manufacturer of autonomous robotic forklifts. In this episode of The Kula Ring, Jeff and Carman sit down with BALYO’s Global Marketing Director, Rob Patey, to discuss what makes marketing in manufacturing unique. They also talk about the challenges of digital marketing for manufacturing companies, the best way to find and reach customers online, and what sets BALYO apart.
Sarah Carson from packaging design and manufacturing company, Rohrer, talks about bringing together marketing and sales teams from two organizations, building in-house capabilities, and her approach to creating powerful sales enablement content.
In this episode, we explore the fascinating journey of three long-standing companies that merged to create a unified entity while preserving the rich heritage of their origins. Amy Rodgers, Marketing Director at KMM Group, shares insights into navigating the complex challenges of integrating multiple brands, streamlining operations, and evolving a cohesive identity in a highly competitive industry. Hear how cultural alignment, strategic branding, and a relentless focus on personalization can create a competitive edge and foster growth. Amy also discusses the power of building thought leadership, offering a behind-the-scenes look at what it takes to position leaders as industry experts and establish a relatable, impactful voice. If you’re interested in how companies can grow while staying true to their roots, this episode offers inspiration and practical advice.
This week, Paul Drabble joins the show to dive into the transformative impact of electrification in material handling and construction. Paul shares insights into the brand’s approach to market entry, focusing on raising awareness and educating potential customers before introducing product pitches. He emphasizes leveraging in-person events and webinars, supported by a robust network of subject matter experts, to build credibility across sectors. We also discuss Paul’s excitement about advancements in marketing tools, including AI-driven localization and automation, which rounds out this insightful conversation on navigating a rapidly evolving technological landscape.
