Building trust on an e-commerce platform is about more than just posting pictures and prices. How can manufacturers digitize the $4-billion per year used aerospace parts industry while ensuring transparency? In this episode of The Kula Ring, Lisa Butters, General Manager for GoDirect Trade at Honeywell, talks to Jeff and Carman about how blockchain technology is key to winning over sellers to use the GoDirect Trade marketplace, how they’re drawing on the intuitive design of B2C platforms, and why a legacy manufacturer like Honeywell is driving this innovation.

With a small centralized marketing team tasked with digital transformation, step one for Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac, was to evaluate the company’s websites. On The Kula Ring, Jon discusses with Jeff and Carman the challenges and benefits of consolidating their tech stack, including sacrificing flexibility to be able to do more for less.

In this episode of The Kula Ring, Courtney Sperlich—Marketing Director at The Duha Group, an international manufacturer of colour marketing tools—discusses her organization’s challenges in scaling and interpreting marketing content for global and local customers. Colour has universal impact, but its appeal can vary dramatically between geographical regions. Courtney talks with Jeff and Carman about her 16-year career at The Duha Group and how they approach digital transformation, content distribution, and marketing their expertise to a diverse range of buyers.

Michael Blake, Director of Marketing for KM International, joins Jeff and Carman to discuss his company’s ecommerce launch, the evolution of their trade show strategy, and how he thinks video will be the differentiator between manufacturers that get ahead and ones that fall behind. In discussing these different marketing and sales tactics, Michael gets at the heart of KM International’s forward-thinking strategy: meeting their customers where they already are.

James Stanaway, Director of Marketing at Epilog Laser, talks with Carman and Jeff about how video content plays a major role in their marketing strategy. From creating how-to videos that support their customers post-purchase, to co-creating video with customers and showcasing user-generated content, James shares how Epilog has grown its YouTube channel to over four and a half million views—along with how they track each video’s contribution to sales.