As marketers, the conversation invariably comes up: “what do you actually do?” Sometimes, that conversation leads to non-marketers putting in their two-cents on the process. Suzi McNicholas, Director of Marketing and Transformation at Johnson Controls, tells us that this is because everyone is a consumer of something and has been marketed to at some point. In this episode, Suzi helps explain what makes B2B marketing in a manufacturing context unique.
Sarah Carson from packaging design and manufacturing company, Rohrer, talks about bringing together marketing and sales teams from two organizations, building in-house capabilities, and her approach to creating powerful sales enablement content.
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.
The stats around video consumption grow exponentially each year. To what extent should manufacturing marketers care about that? Everyone seems to agree that producing video content should happen and is easier than ever, but taking the plunge feels overwhelming to the point where it doesn’t get done. On this week’s episode of The Kula Ring, Jeff Long, Owner of True Focus Media, shares his approach to developing and distributing industrial marketing video content.
Thinking outside the box and getting weird is what today’s guest is all about. Eddie Saunders, Marketing Manager for FlexArm, a division of Flex Machine Tools, discusses his cutting-edge marketing strategies to get Flex Machine Tools noticed by the right people. He explains his cross-platform approach and discusses his use of video-based social media platforms including YouTube and TikTok. He dives deep into building relationships with influencers to add value to his products online presence.
