For the first episode in our 2025 Holiday Series we are looking back at our conversation with Augie Ray, Senior Research Analyst and Executive Advisor of Customer Experience at Gartner, about how CX is the most important aspect of marketing and how to focus on customers’ unmet needs.
In this episode of The Kula Ring, Hall of Fame keynote speaker and AI technology creator Sam Richter joins Jeff and Carman to explore how AI, search tools, and thoughtful research can help sales teams become dramatically more relevant to prospects. Sam shares why modern buyers expect sellers to arrive informed, how to use AI and search more effectively, and why “customer relevance management” should replace traditional CRM thinking. He also explains how understanding what prospects truly care about improves trust, opens conversations, and drives more successful sales outcomes. This conversation is packed with practical tactics and sharp insights for any manufacturing marketer or salesperson navigating today’s digital-first buying environment.
Carl Tolbert, author of The 10 Immutable Laws of the Industrial Distribution Specialist and head engineer at Malloy Electric, joins The Kula Ring to discuss how industrial distribution is evolving in a world of consolidation, AI, and direct-to-customer manufacturing. He shares insights from interviews with 32 industry leaders and explains why value-added specialists are key to the survival of distributors, how brands can better collaborate with them, and what’s next for the industrial supply chain.
In this special episode of The Kula Ring, co-hosts Carman Pirie and Jeff White flip the script as Carman interviews Jeff about his UX and accessibility POVs inspired by the 2025 Industrial Buyer Pulse research. They explore how industrial websites must evolve to support self-serve quoting, mobile accessibility, and B2B e-commerce experiences that foster trust. Jeff discusses how integrating functionality, maintaining design consistency, and honouring complexity can transform manufacturing sites into powerful sales tools.
You can find the full report here
In this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Dan Gingiss, Chief Experience Maker at The Experience Maker, about why customer experience is the ultimate competitive differentiator. Dan breaks down his WISE framework and explains how manufacturers can apply these principles to create memorable, talk-worthy moments that drive word-of-mouth. From finding fun in everyday touchpoints to creating immersive sensory experiences, Dan reveals practical ways to humanize your brand and make every interaction remarkable.
