The Kula Ring PodcastThe Kula Ring Podcast

Most manufacturers are great at making products and weak at showing them. Hammed Arowosegbe, co-founder of SwiftXR, argues the fix already exists inside most engineering departments: the CAD file. He walks through how SwiftXR turns those files into 3D, augmented reality, and virtual reality experiences that buyers can explore on a website, with a what-you-see-is-what-you-get accuracy that photos and AI renders can’t match. Hammed shares the practical gotchas marketers face when asking engineering for files, including missing colours, file size, and format. He also looks ahead to smart glasses, and why AR may finally find its moment once people browse in 3D by default.

B2B e-commerce is evolving rapidly, and manufacturers can’t afford to sit on the sidelines. In this episode, Meghan Flynn, VP of E-commerce and Digital at Justrite Safety Group, joins Jeff White and Carman Pirie to unpack the forces reshaping digital commerce in industrial markets.

From generational shifts in buying behaviour to the rise of AI-driven and agentic commerce, Meghan explains why traditional assumptions about B2B buyers no longer hold. She explores how personalization, content, and customer journeys have become more complex and more critical than ever.

The conversation also delves into the growing influence of Amazon Business, the importance of balancing e-commerce with distributor relationships, and how marketers can position their brands to win in an increasingly automated, competitive landscape.

If you’re a manufacturing marketer navigating digital transformation, this episode offers practical insights and a forward-looking perspective on where B2B commerce is headed.

In this episode of The Kula Ring, Jeff White and Carman Pirie welcome Maeve Ferguson, founder of Maeve Ferguson Consulting, to explore the power of diagnostic thought leadership. Maeve shares how sophisticated assessments go far beyond traditional quiz funnels, acting as intelligent routing engines that personalize messaging, qualify leads, and optimize sales conversations.
From collapsing long B2B sales cycles to filtering out unqualified prospects, Maeve explains how diagnostics serve as both a value-delivery mechanism and a powerful data play. The conversation dives into lead classification systems, personalization at scale, and how agentic AI is transforming marketing infrastructure. For manufacturers navigating complex buying journeys, this episode reveals how diagnostic experiences can increase close rates, accelerate sales conversations, and build deeper trust with prospects.

In this special episode of The Kula Ring, co-hosts Carman Pirie and Jeff White flip the script as Carman interviews Jeff about his UX and accessibility POVs inspired by the 2025 Industrial Buyer Pulse research. They explore how industrial websites must evolve to support self-serve quoting, mobile accessibility, and B2B e-commerce experiences that foster trust. Jeff discusses how integrating functionality, maintaining design consistency, and honouring complexity can transform manufacturing sites into powerful sales tools.
You can find the full report here

In this episode of The Kula Ring, Sam Rajkovich dives into the complexities of working with independent manufacturers’ representatives. He unpacks how to compete for reps’ time and attention, maintain brand consistency across third-party sellers, and build emotional connections that create loyalty. Sam also explores the economic tradeoffs of the model, its scalability, and its uncertain future as younger professionals shy away from commission-only roles. From messaging challenges to hybrid sales strategies, this episode offers a candid look at the evolving landscape of indirect sales in manufacturing.

This week, Tyler Simmons shares his journey from summer intern to marketing and e-commerce leader at Energy Management Corporation, and how that path through sales and marketing has uniquely positioned him to bridge the gap between the two. Tyler breaks down the realities of running a successful e-commerce platform in the B2B manufacturing space. He discusses how talking directly with customers and internal sales teams provides critical feedback and why consistency beats one-time wins when scaling a digital storefront. If you’re navigating the grind of e-commerce in B2B manufacturing, this episode is packed with grounded insights, tactical takeaways, and a refreshing dose of honesty.