CJ Brey, the Director of Sales and Marketing at CNC Tooling Management and Application firm PF Markey, discusses the merits of the ‘in-person’ or ‘face-to-face’ approach to generating leads and maintaining client relationships in the manufacturing industry. When the push to virtual came alongside the pandemic, the digital approach to lead generation and sales became commonplace; but now, as in-person events are resuming, those same digital-only approaches are falling flat. Listen to CJ explain what can’t be replicated from a purely virtual interaction, why the right approach to customer service may be a combination of both digital and in-person, and why he ultimately thinks there will be a shift toward more in-person sales and marketing for B2B manufacturers.

On this week’s episode of The Kula Ring, Greg Paulsen, Director of Applications Engineering and Marketing at Xometry, gives insight into his formula for success when it comes to creating technical content for a B2B audience. Rather than focusing on the question of ‘what is,’ high-quality technical content that resonates should be centered around the question of ‘why’—why it benefits the customer, or why it matters to the industry at large. Listen to the episode to hear Greg talk about how understanding the ‘why’ comes through having been there himself; or in other words, through having empathy.

Manufacturing marketers can face a lot of pressure to do more. Include more. Say more. Sometimes it seems like the favourite word in marketing is “and’… there’s always an excuse to add this, and that, and this thing too, and.. well, you get it. In this episode of The Kula Ring, Jeff and Carman discuss why you should often choose to do less.

What does a marketing world look like where account-based marketing and privacy legislation can co-exist in harmony? We are not sure yet, but we can prepare by delivering high-quality content that target accounts will opt-in to receive. Of course, that is a simplification of the situation. Jeff White and Carman Pirie dive into the details of the imminent collision of these two trends on our 200th episode of The Kula Ring. From cookies to content-gating—learn how you can prepare when you listen to this podcast.

We don’t have a crystal ball to predict the future, but we can foresee a wave of economic changes. From inflationary pressures and workforce shortages to living with COVID and a looming recession, these factors all have an impact on how manufacturing marketers are approaching their strategy. In this week’s episode of The Kula Ring, Jeff and Carman predict how marketers in the manufacturing industry will adapt.