In this episode of The Kula Ring, Brittany Bachman, Vice President of Sales and Marketing at Boulter Industrial Contractors—a 133-year-old rigging and transport company—shares how she uses marketing to bridge the gap between tradition and innovation. From her roots in nonprofit social media management to running recruitment campaigns for industrial companies, Brittany discusses her journey and how she’s leveraging hands-on events and social media to inspire a new generation of talent in the skilled trades. She also explores the dual challenge of promoting both customer value and career opportunities, often through the same channels.

You won’t want to miss this one!

In this episode of The Kula Ring, Olivier Bousette, Head of Marketing at Rittal Canada, shares his perspective on how B2B manufacturers can use automation to scale their marketing efforts, especially when working with small teams or serving global markets. Olivier explores how automation tools like AI-generated social media posts and chatbots can free up time for higher-value marketing work while helping maintain brand consistency across regions. He also addresses the challenges of adapting HQ-created content to local markets, navigating team churn, and aligning regional and global marketing priorities. This episode offers valuable insights for marketers managing complex product messaging across distributed teams and geographies.

In this episode of The Kula Ring, Stephanie Nolan of Square Robot shares how submersible robotics is transforming tank inspections. We also dive into the marketing and sales strategies that innovative solution utilizes.
Introducing cutting-edge tech into a risk-averse industry isn’t simple. Stephanie dives into the challenge of marketing something most people don’t even know exists, and how a fully integrated sales and marketing team is using account-based marketing, webinars, and targeted messaging to drive adoption.
From the importance of building the right contact list to adapting messaging across industries and organizational levels, this episode is full of actionable insights for marketers navigating niche markets with complex buying committees.
If you’ve ever wondered how to get traction when you’re competing with “how it’s always been done,” this episode’s for you.

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.

Deploying marketing automation at scale in the manufacturing sector comes with an array of challenges and opportunities. In this week’s episode of The Kula Ring, Carlicia Layosa shares her firsthand experience implementing and refining marketing automation strategies. She discusses the importance of data integration, audience segmentation, and behavior-based campaign triggers to create personalized customer journeys. Carlicia also reflects on lessons learned, including the need for an early focus on data quality, the power of AB testing, and the balance between personalization and crossing the “creepy” line. Plus, we explore the evolving role of AI in automation and what the future holds for engagement-driven marketing.