The Kula Ring

A podcast for manufacturing marketers

Discover how to attract new customers in niche markets and why all conversions are not equal—read “It’s All Niches Now”

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B2B Selling Episodes

Episode 186

Influencing Word-of-Mouth Messaging in B2B Niche Markets

Featuring Matt Fiddes, Founder and CMO of Agility Technologies

Posted on May 31, 2022

When word-of-mouth is how your product is marketed the most, what are the keys to influencing the messaging among peers? In this episode of The Kula Ring, Matt Fiddes, Founder and CMO of Agility Technologies, explains how they develop their products with the specific needs of their rescue worker customer base in mind. With their FIRSTLOOK brand, they build relationships to introduce the product at all levels in the rescue industry including trainers, influencers, users, and the public tax-paying community. He also describes the importance of customer service to gain a competitive advantage in the first responder community.

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Episode 183

How Manufacturers Can Connect With Audiences Through Authentic Storytelling

Featuring Kristin Fallon, Vice President of Brand & Digital Marketing at GE Healthcare

Posted on May 10, 2022

Building a storytelling program takes time and patience for an organization to understand their purpose and brand. In today’s episode we welcome back Kristin Fallon, Vice President of Brand and Digital Marketing at GE Healthcare. Kristin walks us through the planning process behind a captivating and long-term storytelling program and her experience working in the healthcare industry during COVID. She provides details on how manufacturers can create their own storytelling program with marketing and strategy tools including templates and a storytelling wrangler.

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Episode 181

How Diamon-Fusion International Provides Marketing Agency Services and End-user Support to Help Their Customers Thrive

Featuring Syndi Sim, VP of Marketing and Business Development at Diamon-Fusion International, Inc.

Posted on April 26, 2022

Marketing is critical for your customers to understand the value of choosing your product. In this week’s episode, Syndi Sim, VP of Marketing and Business Development at Diamon-Fusion International, Inc., discusses how she supports her customers with marketing agency services and end-user support to help their customers thrive. Learn the importance of customer marketing, product education, and customer monitoring and engagement to help transform your customer relationships.

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Episode 180

Manufacturing the Next Generation of Workforce Skills

Featuring Mike Nager, Business Development Manager for the Festo Didactic Solution Center.

Posted on April 19, 2022

As online education becomes the norm and companies like Google no longer require a degree as a job prerequisite, what will educating the manufacturing workforce look like beyond 2020? In this episode of The Kula Ring, Mike Nager, Business Development Manager for the Festo Didactic Solution Center, talks about the role of niche technical education in providing hands-on training for manufacturing technologies and how Festo Didactic is adapting its strategy into the digital space after the pandemic.

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Episode 178

Manufacturing a Self-Service Platform for Customers of All Sizes

Featuring Melanie Virreira, Director, Global Commercial Enablement at Ball Corporation

Posted on April 5, 2022

How can manufacturers better serve customers of various sizes? In this episode of The Kula Ring, Melanie Virreira, Director of Global Commercial Enablement at Ball Corporation, talks about how her team created a digital self-service portal for multiple customer segments. She shares lessons learned from mapping customer journeys on the self-service portal, and how her team integrated the portal with sales.

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Episode 174

How to Keep Customers and Distributors Engaged Through Brand Loyalty

Featuring Greg Palese, Vice President of Marketing at Klein Tools

Posted on March 8, 2022

Creating a brand made for loyal customers requires passion and high standards to drive continued success. Klein Tools has been manufacturing tools made for trades people for over 165 years. In today’s episode, we sat down with Greg Palese, Vice President of Marketing at Klein Tools, to discuss how they continue to grow engaged customer relationships. By speaking directly with end users, Klein Tools is able to deepen relationships and increase sales. Even more, Greg discusses how they focus on solving end user problems by visiting job sites to see first-hand how Klein Tools can help their customers.

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Episode 173

Using Locator Technology to Connect Sales Prospects with Channel Partners

Featuring Joshua Rich, President and CEO of Bullseye Software

Posted on March 1, 2022

Connecting with your channel partners as a manufacturer is vital for every step of the buyer’s journey. Are you a manufacturer looking for new ways to improve your communication with channel partners and customers? Then this episode is for you. Joshua Rich, President and CEO of Bullseye Software, has been supporting manufacturers with location technology for over twenty years. Learn why location technology is a must have tool for manufacturers to grow their customer base and their relationships with dealers, distributors, and partners.

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Episode 172

Understanding the Value of Marketing as an Investment to Help You Sell

Steven Nghe, Head of Marketing and Communications at Kloeckner Metals

Posted on February 22, 2022

Sales and marketing alignment is huge, and historically, sales and marketing haven’t been best friends. Steven Nghe, Head of Marketing and Communications at Kloeckner Metals, discusses when Kloeckner Metals realized that sales and marketing has changed, and they needed to change with it. He discusses the digitalization of more multidimensional and complex marketing practices that need to be enhanced for sales and marketing to make selling manufacturing more efficient. He also discusses how he gained trust from VPs on marketing being a worthwhile investment by exposing what marketing really is.

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Episode 171

Bringing Real Life Marketing Moments to Industrial Automation

Featuring Monique Elliott, SVP of Global Marketing at Schneider Electric, Industrial Automation

Posted on February 15, 2022

When all the players in the industry are using the same visuals, how do you stand out? In this episode of The Kula Ring, Monique Elliott, SVP of Global Marketing at Schneider Electric, Industrial Automation, discusses their challenger approach to bring industrial automation to life through different visuals that also appeal to the end-user. She also discusses how core campaign pillars are used to guide marketing strategy from visuals to thought leadership to earned media.

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About Kula

Kula Partners is an agency that specializes in maximizing revenue potential for B2B manufacturers.
 
Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.

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