Jeff and Carman talk with Google’s Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead, in this episode of The Kula Ring. With at least two thirds of B2B buyers preferring to conduct their own research online according to Google’s study with Comscore, they discuss how manufacturing marketers can adapt their marketing strategies to reach B2B buyers throughout their self-directed research process.
Greg Palese, VP Marketing at Klein Tools, proves that brand-building isn’t just for B2C. He shares his experiences marketing an iconic manufacturing brand—including how to nurture brand fans and how Klein Tools is shaping the conversation around the trades skills gap, resulting in over $38 million in earned media.
Vincent Van Den Brink, Architect Partner at Breakhouse, talks with Jeff and Carman about how manufacturers can improve the ways they provide value to technical buyers and architects during the sales process by thinking beyond a free lunch.
Jeff and Carman talk with Ashley Miller and Bruce Howie from Dominion Colour about building strong distributor relationships in an increasingly digital marketplace.
In this episode of The Kula Ring podcast, Jeff and Carman talk with Doug Hunter of Lattice Semiconductor about how to better quantify your marketing decisions and the importance of context for your customers.
