The Kula Ring

A podcast for manufacturing marketers

Discover how to attract new customers in niche markets and why all conversions are not equal—read “It’s All Niches Now”

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Customer Experience Episodes

Episode 233

The Future Happens Anyway: Being Ready for Tomorrow

Featuring Allen Rozon, Director Marketing Communications at ELTEC

Posted on May 2, 2023

As marketers we are always looking to enable today’s sales. What about the sales of the future? How will the market change? Can we be ready for the next step before it comes? Allen Rozon has put considerable effort into what that looks like for ELTEC. From environmentally sound fluids for their machines to what sales might look like in the high tech future we are all destined for. He is going to share some of his experience and findings with us this week.

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Episode 231

The Art of Avoiding Selective Messaging

Featuring Charles Lubecke, Management Team Member and Head of Marketing for Q-Railing

Posted on April 18, 2023

Too often in life we are told we can choose one. This or that. But what if we could do away with that? Charles Lubecke and Q-Railing are doing just that, with messaging tailored to one area of the market that doesn’t leave the other areas behind. He shares some of his experience in creating messaging that is inclusive of the very different professionals that will engage with it.

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Episode 227

Managing Dramatically Enhanced Lead Generation

Featuring Brian Critchfield, VP of Global Marketing with Airgain

Posted on March 21, 2023

So, you are a rockstar marketer (obviously) and you have increased incoming leads in a major way. What now? How do you manage that growth, that success? Brian Critchfield of Airgain is on the show this week giving us some insight into managing phenomenal growth (like 12x growth). We talk about helping the sales team with new leads at different stages of the funnel. Managing the huge uptick in data to sift through. And, how to keep everyone on the team engaged and driving the common goal forward.

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Episode 226

Finding Opportunity Against Larger Competition

Featuring Amy Cooper, VP of Sales and Marketing at Atlas Carbon

Posted on March 14, 2023

So many marketers are battling behemoth competition in their industries. So how does David arm themselves against Goliath? Amy Cooper of Atlas Carbon has found some particularly excellent stones to put in your sling. Amy works in an industry that is heavily influenced by regulation and legislation, meaning the competition is deeply entrenched. Still she has found a way to ensure her and Atlas Carbon can carve out their fair share (and maybe a little more), this week on The Kula Ring.

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Episode 224

A Water Treatment Marketer and Top of the Funnel Content Marketing

Featuring Jim Lauria, VP of Sales & Marketing for Mazzei Injector Company

Posted on February 28, 2023

The connection can’t be missed on this one! Funnel, water, see that? Jim Lauria is here to talk about some strategies that have worked well for him and Mazzei around content creation and marketing. Adding value to not only his own company but to Mazzei’s partners as well. Jim brings a ton of knowledge and experience on what content looks like done right, and how an AI will never replace the human touch.

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Episode 223

Marketing, Social Media, and Community: The Great Divide

Featuring Peter Hedger, VP of Marketing and Business Development at Composite Applications Group

Posted on February 21, 2023

We have all caught ourselves thinking about what the world has become, or what comes next for us. This week we are talking to Peter Hedger, who has put some concerted effort into understanding this conundrum. As a B2B manufacturing marketer he has some key insights into what might be coming next for us marketers. In a world saturated with social media and pandemic fallout Peter thinks community is going to be more important than ever.

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Episode 221

Niche Markets, Long Sales Cycles, and the Ebb of Email and Print

Featuring Kevin Summ, Director of Marketing at Anguil Environmental

Posted on February 7, 2023

In this episode of The Kula Ring, Kevin Summ gives us a peek into marketing a niche, high-value product with a lengthy sales cycle. From multinational hurdles to the ubiquitous love of stickers, we get into the nitty-gritty of how Anguil Environmental stays a partner to their clients. Kevin also discusses the diminishing presence of email and print strategies in their field.

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Episode 220

Why Sustainable Product Innovation Should Serve Your Customer’s Supply Chain

Featuring Sylvain Marseille, VP of Marketing and New Product Development at Pelton Shepherd

Posted on January 31, 2023

In this episode of The Kula Ring, Sylvain Marseille, VP of Marketing and New Product Development at Pelton Shepherd shares why understanding the pain points along a customer’s whole supply chain is essential when innovating a new sustainable product. He discusses the importance of a long term vision when it comes to developing sustainable products and why your actions should be driven by what the customer needs to build a stronger brand.

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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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