The Kula Ring

A podcast for manufacturing marketers

Content Marketing Episodes

Episode 131

How Podcasting Creates Value for an Electrical Distributor

Featuring Chris Grainger, Engineering and Services Manager at Electrical Equipment Company (EECO) and host of the EECO Asks Why Podcast.

How can manufacturers participate in podcasting in a valuable way? In this episode of The Kula Ring, Chris Grainger, Engineering and Services Manager at Electrical Equipment Company (EECO) and host of the EECO Asks Why Podcast, reflects on how the success of the podcast has impacted the organization. He talks about how the podcast has helped integrate the organization’s marketing, sales, and service teams and how the podcast has led to more content marketing initiatives.

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Episode 127

Using LinkedIn to Build Relationships that Lead to Business

Featuring Robert Johnson, General Manager and Business Development at MAC Prefab.

How do you cut through the noise on LinkedIn? Robert Johnson, General Manager and Business Development at MAC Prefab has close to 45,000 contacts on LinkedIn and has discovered how to keep them engaged. Building relationships on the business-focused social media platform has led to several successful business opportunities for Robert and MAC Prefab—especially since he started spreading positivity on a daily basis.

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Episode 126

How Distributors Can Support Manufacturers’ Digital Growth

Featuring Sean Donovan, Digital Channel Manager for the Americas at MSA – The Safety Company.

As manufacturers adapt to a digital-first product experience, how can industrial distribution channels evolve to add value to the chain? In this episode of The Kula Ring, Sean Donovan, Digital Channel Manager for the Americas at MSA – The Safety Company, says most manufacturers are interested in investing in distribution channels that want to grow their brand versus commoditize their products. He shares examples of how distribution channels can help manufacturing brands come to life and provide value beyond the spec sheet.

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Episode 124

Using Video Prospecting to Sell to Engineers

Featuring Brian Wellhouse, Supplier Marketing Manager for Sensor Products at TTI.

Manufacturers who offer a broad range of solutions rely on face-to-face conversations with prospects in order to find the best fit, but the pandemic has reshaped the sales relationship into a virtual experience. In this week’s episode of The Kula Ring, Brian Wellhouse, Supplier Marketing Manager for Sensor Products at TTI, talks about how virtual prospecting drives the conversation to be more action-oriented sooner. He talks about how his company conducts virtual prospecting with engineering teams, how they use LinkedIn to find new prospects, and what kind of marketing materials they develop to find engineers on LinkedIn.

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Episode 122

How a Manufacturer Made Video Its Biggest Marketing Tool

Featuring Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions.

Video marketing is not new, but many B2B manufacturers are still searching for a strategy. In this episode of The Kula Ring, Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions, shares how she helped make video the company’s biggest marketing tool. She talks about the resourcing effort, why video is important for manufacturers to invest in, and how Morrison leverages video content to help prospects envision how to use their solution.

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Episode 119

Building a Personal Brand With a Manufacturing Podcast

Featuring Adam Peek, Business Development and Channel Partnership Manager at Fortis Solutions Group and Host and Founder of the People of Packaging Podcast.

As younger prospects prioritize digital spaces for information-gathering and networking, how can manufacturers create influential, opportunity-generating content? In this episode of The Kula Ring, Adam Peek, Business Development and Channel Partnership Manager at Fortis Solutions Group and Host and Founder of the People of Packaging Podcast, talks about using social platforms to build a personal brand and how he translated visibility gained from the podcast into new business opportunities. Additionally, he talks about how his experience as a former pastor and full-time packaging industry expert plays into his podcast content and he shares tips for how to create and own content that no one else is talking about.

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Episode 117

Repurposing Content Marketing for ABM

Featuring Renee Tarnutzer, Marketing Director, Digital for North America at Kerry.

How can manufacturing marketers repurpose existing content for Account-Based Marketing (ABM) campaigns? In this episode of The Kula Ring, Renee Tarnutzer, Marketing Director for Digital at Kerry for North America, talks about reviewing the company’s bank of content marketing in order to make it fit an ABM model. Additionally, she shares their process for compiling target accounts and optimizing content to serve different verticals.

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Episode 96

How an Industrial Marketer Creates Customized Content

Featuring Adam Beck, Director of Marketing at CADENAS PARTsolutions.

Industrial marketers eager to provide useful content to prospects can only get so far with lunch-and-learns and coffee mugs. This week on The Kula Ring, Adam Beck, Director of Marketing at CADENAS PARTsolutions shares how the company’s tool for creating 3D CAD models enables engineers and other stakeholders to create content marketing assets that improve lead generation.

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Episode 95

The Digital Strategy of a Network Manufacturing Platform

Featuring Aaron Lichtig, VP of Growth Marketing, Xometry

Aaron Lichtig, Vice President of Growth Marketing shares how Xometry uses a digital approach on going to market as a network-based manufacturing platform. The two-sided network uses content marketing to attract customer demand, and partner acquisition marketing activities to secure the supplier side of the business. Xometry’s overall marketing is based on Google’s See, Think, Do, Care model, which is discussed more on this episode of The Kula Ring. Aaron also has some great stories to share as a former Jeopardy champion and the host of the podcast, OK Xoomer.

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Episode 93

How a Manufacturer Evolved Its Digital Marketing Over the Decade

Featuring Eoin Vincent, Senior Global Marketing Technology Manager at Olympus

The last decade has seen a dramatic change in the way manufacturers, marketers, and agencies approach the web. In this episode of The Kula Ring, Eoin Vincent, Senior Global Marketing Technology Manager at Olympus, shares his experience creating successful manufacturing marketing content over the last 11 years. He talks about how he manages his team as the work becomes increasingly digital and the evolution of marketing organizations from generalists to specialists.

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