More than most industries, manufacturers know that innovation is key to survival. But what value is placed on marketing efforts during this transition? James Soto, Founder & CEO of Industrial Strength Marketing, talks to Jeff and Carman about how B2B industrial marketers are leading the digital transformation charge and why they need to bring executive leadership on side to foster innovation and explore different brand positions in order to evolve legacy businesses.

Should B2B manufacturers step into the already-crowded podcasting arena? Iris Weeden, Director of Marketing at MacroFab, says the MacroFab Engineering Podcast is the company’s content engine with the added bonus of generating leads and revenue. She shares how the podcast drives traffic and conversions to the website, how they’ve grown to 5,000 downloads per week, and how they choose topics for the podcast and blog.

Many manufacturers have not stopped working during the pandemic and they have continued to buy and sell from other manufacturers. So how does the sales team close a B2B sale without having the factory tour as a successful “club in the bag” when prospects are social distancing? Jeff and Carman discuss ways to harness technology and knowledgeable staff to make a virtual factory tour a personalized, meaningful experience for each prospect.

Why do marketers avoid website accessibility considerations? In this episode of The Kula Ring, Jeff W. White talks about where marketers fall short when building websites and web content for all users, and how accessibility features and conversion goals can work together to build a good user experience.

Websites that marketers and other stakeholders are being asked to create are more and more complex, and at the same time, generic templates are on the rise. On The Kula Ring, Jeff White talks to Carman Pirie about how marketers can move beyond the aesthetics of the web build to thinking holistically, considering how information is organized and ensuring it meets accessibility requirements.