The Kula Ring

A podcast for manufacturing marketers

Discover how to attract new customers in niche markets and why all conversions are not equal—read “It’s All Niches Now”

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E-commerce Episodes

Episode 184

How Manufacturers Can Benefit From Using E-commerce In Their Marketing Strategy

Featuring Adam Krumbein, Marketing Director at Outward

Posted on May 17, 2022

Website transformations have helped manufacturers get more products online and seen by potential customers, but how do you form a lasting online presence with customers in 2022? Adam Krumbein, Marketing Director at Outward, shares his marketing expertise with us in today’s episode discussing how manufacturers can benefit from using E-commerce. We explore the advantages of connecting to your customers through E-commerce to elevate your brand and product awareness. Adam shares how E-commerce can help to differentiate your products from the competition and transform your marketing strategy.

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Episode 179

How a Manufacturer Standardizes Product Data for CX

Featuring Cynthia Kellam, Global Head of Digital & Enterprise Customer Experience at TE Connectivity.

Posted on April 12, 2022

How can manufacturers with various product portfolios gained from mergers and acquisitions ensure their products are discoverable both on their website and third party domains? In this episode of The Kula Ring, Cynthia Kellam, Global Head of Digital & Enterprise Customer Experience at TE Connectivity, shares how customer experience research led her team to standardize product data in order to improve organic searchability.

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Episode 177

Lessons from a Successful B2B Manufacturing Website Redesign

Featuring Christina Wegner, Vice President of Marketing at The Vollrath Company

Posted on March 29, 2022

Before diving headfirst into a website redesign project, what are the moving parts a B2B marketer or other internal stakeholders should consider? Christina Wegner, Vice President of Marketing for The Vollrath Company, joins Jeff and Carman on The Kula Ring to talk about building the right foundation for your manufacturing company’s website redesign. She talks about developing a “listen-first” approach by assembling a stakeholder team early on in order to identify redesign objectives from feedback across departments.

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Episode 168

Creating Better Digital Experiences for Manufacturing Customers

Featuring Ken Novak the Owner of HATCH quantified

Posted on January 25, 2022

This week on the Kula Ring, we talk to Ken Novak, the owner of HATCH quantified. Ken walks us through the HATCH methodology, and how he works with organizations to understand their individual audience’s needs, drivers, motivators, and challenges in order to craft and execute strategies that will help them stand out in the market. We talk to Ken about psychology’s role in digital strategy and dive deeper into how the thinking and feeling side(s) of the brain play a role in how you market and sell to your ideal customers.

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Episode 165

Manufacturers Need to Integrate Digital Marketing Strategies to Grow

Featuring Brian Baker, the founder at DoDecaHedron Design

Posted on January 4, 2022

Brian Baker, the founder of DoDecaHedron Design is our most recent guest on The Kula Ring podcast. He’s worked in the travel industry, spending time at Travelocity, owned an agency, and now has found his way into the building materials industry.
In this episode, Brian shares how manufacturers should integrate digital marketing solutions into their business. He suggests they align their traditional marketing channels with digital strategies to optimize their brand’s reach which will, in turn, expand their customer base and increase their selling opportunities. Listen in as Brian dives deeper with specific examples of how he’s accomplished it in the past.

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Episode 164

The Dynamics of Recruiting in an Evolving Marketing Industry

Featuring Jerry Bernhart, Principal of Bernhart Associates Executive Search

Posted on December 21, 2021

Jerry Bernhart, the Principal of Bernhart Associates Executive Search, is our latest guest on The Kula Ring Podcast. Jerry started recruiting in the marketing space in the late ’80s, but when the internet interrupted and changed the world, Jerry knew there would be a huge need for marketers so he jumped all-in and focused more on recruiting, working with organizations like HotJobs, and Monster.

Listen in to our conversation with Jerry, as he shares this 30+ years of knowledge and advice on the best recruiting practices for attracting and retaining top talent, his opinions on remote/hybrid work, and his point of view on the future evolution of the marketing industry.

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Episode 149

Transforming Engineering Knowledge into Engaging Marketing Content with Technical Writing

Featuring Adam Kimmel, Technical Content Writer & Founder + Principal at ASK Consulting Solutions

Posted on September 7, 2021

Among the manufacturing marketers we talk to, developing technical content that is engaging and meets engineers at their level is a significant challenge. In this week’s episode, Adam Kimmel—a technical content writer for engineers and founder of ASK Consulting Solutions—shares the tricks of the trade. Learn from Adam how to translate engineering knowledge into engaging content people actually want to read.

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Episode 134

How a B2B Manufacturer Successfully Sells on Amazon

Featuring Melissa Monteith, former Channel Marketing Leader, Retail Channel Lead for Fluke Corporation.

Posted on May 25, 2021

Should B2B manufacturers sell on Amazon, or do the challenges of maintaining control over branding and pricing outweigh the benefits? In this episode of The Kula Ring, Melissa Monteith, the former Channel Marketing Leader, Retail Channel Lead for Fluke Corporation, shares how the company successfully sells on Amazon. She talks about leveraging product content and integrating it with the Amazon experience and shares advice for maintaining brand control and meeting other common challenges that arise when hosting a B2B channel on Amazon.

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Episode 118

How a Manufacturer Leverages a Distributor-First Ecommerce Model

Featuring Jeff Bercume, Director of CX Marketing at Berry Global.

Posted on January 19, 2021

How can manufacturers leverage their distributor relationships through ecommerce? In this episode of The Kula Ring, Jeff Bercume, Director of CX Marketing at Berry Global, shares how the company’s subsidiary brand, Laddawn.com, operates as an ecommerce site with a distributor-first model. He talks about how the website’s workflow is geared towards distributors, and how this ecommerce configuration can address capacity issues across manufacturing.

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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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About Kula

Kula Partners is an agency that specializes in maximizing revenue potential for B2B manufacturers.
 
Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.

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