The Kula Ring

A podcast for manufacturing marketers

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Content Marketing Episodes

Episode 154

Stay Competitive with Asymmetric Marketing Strategies

Featuring David Koerner, VP of Global Marketing for 75F

Posted on October 12, 2021

Using asymmetric marketing can help you stay agile in a highly competitive market, says David Koerner, the VP of Global Marketing for 75F. He and his team have found success by applying an asymmetric lens to their marketing efforts to attract and convert their customers. David believes that marketers need to think outside the box—he talks about examples from Burger King, Five Guys, and Southwest Airlines, where they targeted their audiences in unconventional ways to stay ahead of the competition. Hear more from David Koerner on this episode of The Kula Ring.

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Episode 153

Refine Your Manufacturing Marketing Strategy to Better Target Engineers

Featuring Sannah Vinding, Executive Director of Product Development and Marketing at VCC.

Posted on October 5, 2021

“You have to talk to engineers to get the right information,” says Sannah Vinding, the Executive Director of Product Development and Marketing at VCC, our latest guest on this week’s episode of The Kula Ring podcast. Sannah has a unique mix of skills with a background in mechanical engineering, and a passion for marketing, she shares her tips and advice on how to better engage and target engineers to get them looking at your products and service offerings online. This episode also dives into the impact the pandemic has had on the manufacturing industry. Learn from Sannah how she believes organisations can rethink their marketing strategy to pivot to this new way of working.

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Episode 152

Utilizing the Power of Video in Your Marketing Strategy

Featuring Vern Oakley, CEO & Creative Director of Tribe Pictures

Posted on September 28, 2021

‘Video is the strongest tool to build a brand,’ says our latest guest Vern Oakley, the CEO and Creative Director of Tribe Pictures. Vern is a video marketing expert with over 30 years in the industry creating films, videos, and commercials. Vern talks about why he believes video content is a powerful tool for your marketing strategy. He shares tips on being authentic on camera and how to work with CEOs when filming videos. Learn from Vern’s three decades of industry knowledge on how you can incorporate video into your organization’s marketing strategy.

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Episode 151

Adapting to Rapid Market Expansion with Strategic Content Marketing

Featuring Paul Dailey, Director of Product and Market Strategy at Outback Power.

Posted on September 21, 2021

Staying agile in a competitive market can be a challenge, says our latest guest Paul Dailey, the Director of Product and Market Strategy at Outback Power. Over the past five years, Paul has been focused on transitioning to new technologies and growing Outback’s available market. Paul talks about marketing in a growing industry and the importance of establishing a value proposition as customers’ options expand in the solar panel and equipment industry.

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Episode 150

Using Video to Shorten the Sales Cycle in Manufacturing Marketing

Featuring David Roberge, Marketing Manager at Industrial Packaging

Posted on September 14, 2021

David Roberge, the Marketing Manager at Industrial Packaging, takes a different approach to sales by using video. In this week’s episode, David dives into how he and his team have seen positive sales and engagement growth using video as part of their sales content marketing strategy. Learn from David how he uses customer feedback and queries to create targeted video content his customers want.

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Episode 149

Transforming Engineering Knowledge into Engaging Marketing Content with Technical Writing

Featuring Adam Kimmel, Technical Content Writer & Founder + Principal at ASK Consulting Solutions

Posted on September 7, 2021

Among the manufacturing marketers we talk to, developing technical content that is engaging and meets engineers at their level is a significant challenge. In this week’s episode, Adam Kimmel—a technical content writer for engineers and founder of ASK Consulting Solutions—shares the tricks of the trade. Learn from Adam how to translate engineering knowledge into engaging content people actually want to read.

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Episode 144

Successful Strategies for Marketing and Selling Into Science

Featuring Jarett Nickerson, VP of Sales and Marketing at C-Therm Technologies

Posted on August 3, 2021

How is selling into science different than your typical B2B approach? In this episode of The Kula Ring, Jarett (Jay) Nickerson, VP of Sales and Marketing at C-Therm Technologies, discusses how they use problem-specific content and product-specific content for marketing and selling into science within different industries. He also describes the impact of the pandemic on how virtual demos are conducted.

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Episode 137

The Power of Storytelling in Manufacturing Marketing

Featuring David Gerson, Director of Marketing at TK Elevator

Posted on June 15, 2021

How do you inform customers what makes your company special in a way that they will actually care about? In this episode of The Kula Ring, David Gerson, Director of Marketing for TK Elevator, talks about how storytelling in manufacturing can create content that connects with customers, and shows them why your solution personally makes sense for them compared to the competition.

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Episode 133

How Engineers Contribute to a Successful B2B Content Strategy

Featuring Joana Rodrigues, Marketing Manager at Times Microwave Systems.

Posted on May 18, 2021

Manufacturing marketers are skilled translators, often facilitating conversations between a buyer or engineer for another company. In this episode of The Kula Ring, Joana Rodrigues, Marketing Manager at Times Microwave Systems, talks about how her engineering background has helped her create successful marketing content that bridges the gap between the internal engineering team and the end customer. She provides advice for how to create content from engineering expertise and how to approach engineers, who are typically skeptical of marketers, with your strategy.

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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.

Posted on May 4, 2021

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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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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