Episode 356

Defining Your Ideal Customer Profile and Finding Your Target Accounts

Jeff White and Carman Pirie

Featuring Jeff White and Carman Pirie

September 16, 2025

Defining an ideal customer and sourcing a target account list to match should be easy, but it isn’t. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help, and warn about pitfalls along the way.

Episode 351

Looking the Part: How Snaptron’s Marketing Caught Up to Its Product Leadership

Nicole Kangos

Featuring Nicole Kangos, Marketing Director at Snaptron

August 12, 2025

In this episode of The Kula Ring, Nicole Kangos, Director of Marketing at Snaptron, shares the story of how an engineering-led manufacturer undertook a major brand refresh, without big-agency budgets or losing sight of its core values. Nicole walks us through how she built trust with leadership, leveraged internal and external insights, and strategically positioned Snaptron to maintain its market leadership amid increasing competition. From winning executive buy-in to aligning the brand with the company’s true innovation story, this episode offers a practical and inspiring look at what it really takes to modernize a manufacturing brand from the inside out.

Episode 350

Turning Tariffs into Opportunity: How Mosaic Manufacturing is Developing Trust in a Volatile Climate

Alexandra Corey

Featuring Alexandra Corey, Director of Marketing at Mosaic Manufacturing

August 5, 2025

In this episode of The Kula Ring, Alexandra Corey, Director of Marketing at Mosaic Manufacturing, explains how her team leverages global geopolitical shifts, particularly around tariffs and supply chain volatility, to inform their B2B go-to-market strategy. From hosting panels with other innovators to offering vendor-neutral playbooks on additive manufacturing, Mosaic builds trust and drives demand by leading with education and empathy. Alexandra also discusses how automation and scalability are Mosaic’s key differentiators in the evolving 3D printing landscape.

Episode 349

E-Commerce That Works for Distributors: PFERD’s Partner-First Approach

Elizabeth McKusick

Featuring Elizabeth McKusick, Marketing and E-Commerce Manager at PFERD North America

July 29, 2025

In this episode of The Kula Ring, Elizabeth McKusick, Marketing and E-Commerce Manager at PFERD North America, shares how her team is redefining what it means to support distributors in industrial manufacturing. From building a B2B e-commerce portal with a headless frontend to deploying a robust PIM strategy, Elizabeth details how PFERD enables partners to sell more with better data, more efficient ordering, and ongoing collaboration. Tune in for a conversation about smart platform rollouts, balancing personalization with automation, and why half-hearted e-commerce just won’t cut it.

Episode 345

Trim the Pipeline, Grow the Bottom Line: Brad Davis’ Playbook for Mature Manufacturing Brands

Brad Davis

Featuring Brad Davis, Director of Sales and Marketing at Charter Wire

July 1, 2025

In this episode of The Kula Ring, Brad Davis shares how his company took a counterintuitive approach to growth by narrowing its sales pipeline, focusing on high-fit opportunities, and avoiding the trap of chasing quick wins.
In a mature and shrinking sector, Brad explains why clarity in sales strategy, upstream marketing, and sustainable profitability are key to long-term success. From horizon growth planning to resisting vanity metrics and innovation theatre, Brad offers a masterclass in disciplined, methodical growth for manufacturers.

Episode 343

Staying Customer-Centric Through Sustained Company Growth

Sean Momsen

Featuring Sean Momsen, Vice President of Business Development and Marketing

June 17, 2025

Dive into this episode of The Kula Ring with Sean Momsen, VP of Business Development and Marketing at Evology Manufacturing. We discuss the secrets behind rapid manufacturing and how speed can revolutionize the customer experience.

Sean shares his unique journey from aspiring car designer to leading a company that values your time as much as top-notch quality. Learn how Evology utilizes cutting-edge tech to deliver unparalleled service and projects on schedule while never losing sight of the human element. product development, or just fascinated by innovation and efficiency, this episode is a must-listen!

The Kula Ring is a podcast for manufacturing marketers looking to enhance their impact and grow their organizations.

Hosted by Jeff White and Carman Pirie, it features discussions with industry leaders who share their experience, insights and strategies on topics like account-based marketing (ABM), sales and marketing alignment, and digital transformation. The Kula Ring offers practical advice and tips from the trenches for success in today’s B2B industrial landscape.

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.