The Kula Ring

A podcast for manufacturing marketers

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Digital Transformation Episodes

Episode 122

How a Manufacturer Made Video Its Biggest Marketing Tool

Featuring Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions.

Posted on February 16, 2021

Video marketing is not new, but many B2B manufacturers are still searching for a strategy. In this episode of The Kula Ring, Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions, shares how she helped make video the company’s biggest marketing tool. She talks about the resourcing effort, why video is important for manufacturers to invest in, and how Morrison leverages video content to help prospects envision how to use their solution.

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Episode 113

Manufacturing a Self-Service Platform for Customers of All Sizes

Featuring Melanie Virreira, Director, Global Commercial Enablement at Ball Corporation

Posted on December 8, 2020

How can manufacturers better serve customers of various sizes? In this episode of The Kula Ring, Melanie Virreira, Director of Global Commercial Enablement at Ball Corporation, talks about how her team created a digital self-service portal for multiple customer segments. She shares lessons learned from mapping customer journeys on the self-service portal, and how her team integrated the portal with sales.

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Episode 107

Effectively Translating Marketing Goals Into the Digital Space

Featuring Jaclyn Wallace, Director of Marketing for Nederman Division North America.

Posted on October 27, 2020

Marketing plans developed last year for 2020 look drastically different now because of the pandemic—not just in the tradeshow arena, but also how new markets are identified. In this episode of The Kula Ring, Jaclyn Wallace, Director of Marketing for Nederman Division North America, covers a variety of topics including how the pandemic is forcing marketing and sales to effectively adapt into the digital space, how customers are driving new business, and the importance of knowledge extraction.

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Episode 105

How a B2B Manufacturer Leverages Data Sharing to Improve CX

Featuring John Joyce, Global Marketing Director of Brennan Industries.

Posted on October 13, 2020

Customer demand for real-time data is driving manufacturers to build web-enabled systems to share information more efficiently across channels. In this episode of The Kula Ring, John Joyce, Global Marketing Director of Brennan Industries, talks about how he helped his organization make data more accessible to their distribution channels and partners. He shares insights on how leveraging data improves customer experience and the role of the marketing department in implementing customer-facing technology.

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Episode 104

What is the Future of the U.S.-China Supply Chain?

Featuring Rob Atkinson, Founder and President of the Information Technology and Innovation Foundation (ITIF).

Posted on October 6, 2020

Leading up to the ManufacturED Summit on October 21, 2020, Jeff and Carman talk to Rob Atkinson, Founder and President of the Information Technology and Innovation Foundation (ITIF), on how U.S.-China relations are affecting manufacturers, particularly North American firms with supply chains in China. Rob shares insights on how manufacturers are economically decoupling from China while participating in a global supply chain that supports U.S. interests.

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Episode 103

5G, AI, and More: A Preview of the ManufacturED Summit 2020

Featuring Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI).

Posted on September 29, 2020

Leading up to the ManufacturED Summit on October 21, 2020, Jeff and Carman talk with Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI). MAPI is the organization behind the ManufacturED Summit. Topics that will be covered in depth at the Summit are previewed on the podcast, including 5G’s impact on manufacturing, the future of the U.S.-China supply chain, and AI as a puzzle piece for Industry 4.0.

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Episode 102

Game-Changing Lessons from The Kula Ring’s First 100 Episodes

Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring.

Posted on September 22, 2020

In celebration of the first 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie reflect on three game-changing lessons shared by podcast guests over the years. First, reconsidering marketing projects—apps, Ecommerce builds—as iterative, evolving “products”; a conversation with Monique Elliott, former Chief Marketing Officer at ABB Electrification Products, Industrial Solutions. Second, they highlight Greg Palese, VP of Marketing for Klein Tools, and his interview on connecting your brand to higher-tier issues, not just “quality” broadly. Finally, the co-hosts touch on Lisa Butters, GM of GoDirect Trade at Honeywell, and how a legacy manufacturer can drive innovation.

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Episode 99

Re-Imagining IMTS for a Digital Audience

Featuring Michelle Edmonson, Senior Director, Exhibitions Operations and Marketing at The Association for Manufacturing Technology (AMT).

Posted on September 1, 2020

While some manufacturing organizations are reeling from trade show and conference cancellations, others are finding new ways to connect exhibitors, peers, and prospects. This week on The Kula Ring, Michelle Edmonson, Senior Director, Exhibitions Operations and Marketing at The Association for Manufacturing Technology (AMT), talks about transforming The International Manufacturing Technology Show’s (IMTS) 6-day, in-person trade show into a 7-month virtual destination. She talks about bringing new content to the IMTS audience, including live broadcasts, and why the IMTS created a digital platform instead of a virtual trade show booth.

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Episode 97

How to Replace a Trade Show Presence During the Pandemic

Featuring Jim Cermak, host of the Trade Show University podcast

Posted on August 18, 2020

Manufacturing marketers rely on trade shows, but many have been cancelled since the pandemic began. How can marketers replace an in-person trade show presence, at least in the short term, and connect with prospects remotely? Jim Cermak, host of the Trade Show University podcast, talks to Jeff and Carman about how manufacturers are adapting to trade show cancellations and how to translate the elements of a good trade show booth into other kinds of wins.

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Episode 95

The Digital Strategy of a Network Manufacturing Platform

Featuring Aaron Lichtig, VP of Growth Marketing, Xometry

Posted on August 4, 2020

Aaron Lichtig, Vice President of Growth Marketing shares how Xometry uses a digital approach on going to market as a network-based manufacturing platform. The two-sided network uses content marketing to attract customer demand, and partner acquisition marketing activities to secure the supplier side of the business. Xometry’s overall marketing is based on Google’s See, Think, Do, Care model, which is discussed more on this episode of The Kula Ring. Aaron also has some great stories to share as a former Jeopardy champion and the host of the podcast, OK Xoomer.

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About Kula

Kula Partners is an agency committed to helping leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. We are headquartered in Halifax, Nova Scotia, Canada and work primarily with North American-based manufacturing clients marketing within complex B2B selling environments.

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