The Kula Ring

A podcast for manufacturing marketers

Customer Experience Episodes

Episode 211

Business Professionals Are Human Too: Engaging B2B Prospects Online

Featuring Ross Simmonds, Digital Marketer, Speaker, and Entrepreneur

In this episode of The Kula Ring, Jeff and Carman chat with Ross Simmonds, Digital Marketer, Speaker, and Entrepreneur who specializes in B2B. They discuss B2B topics including the heartbeat of SEO, the viability of Facebook for B2B, and the threat of Amazon. They also talk about how providing value is key to engaging your B2B prospects online, no matter what the platform.

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Episode 202

Humanizing Your Manufacturing Marketing Strategy

Featuring Cindy Deekitwong, the Global Head of Marketing, Incubator Business, Henkel Adhesive Technologies.

Understand your customers better by humanizing your marketing approach. This is what Cindy Deekitwong, the Global Head of Marketing, Incubator Business, at Henkel Adhesive Technologies believes. In this week’s episode of The Kula Ring, Cindy talks about how she and her team use a customer-first marketing approach, which she calls B4E – Business for Everyone.

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Episode 198

Predictions on How Manufacturing Marketers Will Adapt to the Changing Economy

Featuring Carman Pirie and Jeff White, Principals at Kula Partners

We don’t have a crystal ball to predict the future, but we can foresee a wave of economic changes. From inflationary pressures and workforce shortages to living with COVID and a looming recession, these factors all have an impact on how manufacturing marketers are approaching their strategy. In this week’s episode of The Kula Ring, Jeff and Carman predict how marketers in the manufacturing industry will adapt.

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Episode 196

3 Ways to Improve Your B2B Sustainability Messaging

Featuring Carman Pirie and Jeff White, Principals at Kula Partners

Sustainability is a corporate-led initiative, but marketers are often the ones refining the messaging to resonate with customers. In this episode of The Kula Ring, Jeff and Carman discuss the common pitfalls of sustainability messaging that will either get it lost in the competitive shuffle or be ignored by the sales team. We also explore how to overcome those challenges so that internal and external stakeholders understand how your sustainability initiatives impact them.

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Episode 195

Don’t Talk to My Customers

Featuring Carman Pirie and Jeff White, Principals at Kula Partners

Almost everyone agrees that talking to customers is a good idea, but sometimes manufacturers find that one particular department seems to stand in the way: sales. Salespeople functioning as customer gatekeepers can be a real problem. In this episode of The Kula Ring, Jeff and Carman explore how manufacturers can move past a culture of gatekeeper salespeople towards a future where serving customers is a team sport.

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Episode 193

Building a Voice of Customer System to Enhance Customer-Centric Decision Making

Featuring Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity

In today’s episode, 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.

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Episode 192

A Funnel Approach to Refining Innovative Products

Featuring Chris Witt, Vice President and General Manager of Portfolio Solutions at Tektronix

Solving your customers’ problems and creating a product they’ll want to purchase is at the forefront of all research and development departments. In today’s episode, Chris Witt, Vice President and General Manager of Portfolio Solutions at Tektronix, sits down with us to review his funnel approach to innovation and how it drives the process of developing the right products for his market. He explores how they understand their customers’ problems to approach the launch of their refined disruptive products.

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