During an ERP rollout, manufacturing marketers in small and medium- sized enterprises often find themselves on the outside looking in. Sam Gupta, Principal Consultant at ElevatIQ, says marketers should be integrated into ERP initiatives because of their unique ability to identify new products and new markets. In this week’s episode of The Kula Ring, Sam talks about what marketers bring to the table that service personnel might miss, and how providing all team members with access to real-time ERP data can improve customer experience.

Manufacturers who offer a broad range of solutions rely on face-to-face conversations with prospects in order to find the best fit, but the pandemic has reshaped the sales relationship into a virtual experience. In this week’s episode of The Kula Ring, Brian Wellhouse, Supplier Marketing Manager for Sensor Products at TTI, talks about how virtual prospecting drives the conversation to be more action-oriented sooner. He talks about how his company conducts virtual prospecting with engineering teams, how they use LinkedIn to find new prospects, and what kind of marketing materials they develop to find engineers on LinkedIn.

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.

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.

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.