Caterpillar is one of the most recognizable industrial brands in the world; but even iconic brands face challenges when it comes to modern social media. In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Jenni Gritti, Senior Marketing Communications Consultant at Caterpillar, to explore how industrial brands can create social content that truly resonates.
Jenni breaks down how Caterpillar approaches different audiences across platforms, why educational entertainment consistently outperforms promotional content, and how data and split testing guide every decision. The conversation also dives into AI’s growing impact on social media, the rise of “AI slop,” the importance of human authenticity, and why reuse and repurposing are not only acceptable—but essential. This episode is packed with practical insights for industrial marketers at any stage of maturity.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with Cody Warner, Commercial Vice President and Board Member at Deep Trekker, to explore how the company evolved its go-to-market strategy as both the market and its customers matured. Cody shares Deep Trekker’s journey from hustling at trade shows with water tanks and on-the-floor sales to building highly targeted micro events focused on real-world demonstrations, training, and education. The conversation dives into digital thought leadership, customer-led case studies, community building, and why experiential marketing can outperform traditional trade shows, especially in complex B2B, B2G, and defense markets.

In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by David Ceballos, Marketing Manager for the Industrial Emissions Division at Testo Instruments. Drawing on his background in automotive sales, David shares a practical, buyer-centric approach to improving lead quality in B2B manufacturing. The conversation explores how asking better questions, reducing unnecessary form friction, and respecting buyer intent can lead to more meaningful sales conversations, stronger trust, and higher-quality MQLs; without sacrificing the customer experience.

For our final episode in the Holiday Series we are returning to our chat about creating a brand made for loyal customers. Klein Tools has been manufacturing tools made for trades people for over 165 years. In today’s episode, we sat down with Greg Palese, Vice President of Marketing at Klein Tools, to discuss how they continue to grow engaged customer relationships. By speaking directly with end users, Klein Tools is able to deepen relationships and increase sales. Even more, Greg discusses how they focus on solving end user problems by visiting job sites to see first-hand how Klein Tools can help their customers.

For our second episode in our Holiday Series we are taking a second look at when we chatted with Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity, again to discuss how collecting and using digital data can create better customer experiences. She explains their journey of building a better Voice of Customer system to help all business units in TE Connectivity make customer-focused decisions. Cynthia explains how she avoids survey fatigue, uses automation techniques, and visualizes data for actionable success.