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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Marketing Strategy Episodes

Episode 236

Playing the Long Game Through Passion and Personal Brand

Featuring Kyle Kruse, VP of Marketing at Global Interconnect.

Posted on May 23, 2023

Personal brand is becoming more ubiquitous in the social media age. But, what if your market is incredibly niche and doesn’t have a lot of public facing content currently? How do you leverage a personal brand in that circumstance? Kyle Kruse of Global Interconnect is on the show this week discussing how to create and leverage a personal brand in just that situation. Developing conversations and excitement around the Medtech industry. Get on your brand game!

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Episode 234

Using the Big Long Idea to Climb the B2B Effectiveness Ladder

Featuring Jeff White and Carman Pirie, Principals at Kula Partners.

Posted on May 9, 2023

This week we are going guest less! Jeff and Carman sat down to have a conversation around the B2B effectiveness ladder and how that translates into creating a Big Long Idea. Sorting out how B2B manufacturers with long sales cycles and intricate offerings can build an idea that will inform their marketing for years to come, not quarters. This is a super informative conversation where we dive deep into successes and pitfalls.

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Episode 233

The Future Happens Anyway: Being Ready for Tomorrow

Featuring Allen Rozon, Director Marketing Communications at ELTEC

Posted on May 2, 2023

As marketers we are always looking to enable today’s sales. What about the sales of the future? How will the market change? Can we be ready for the next step before it comes? Allen Rozon has put considerable effort into what that looks like for ELTEC. From environmentally sound fluids for their machines to what sales might look like in the high tech future we are all destined for. He is going to share some of his experience and findings with us this week.

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Episode 232

Disrupting the Flow: Finding New Paths in an Old Industry

Featuring John Hays, Global Marketing Director at Banjo

Posted on April 25, 2023

Some industries are new, some are old. How do you marry the idea of new and old? John Hays is on The Kula Ring this week discussing just that. John and Banjo are revolutionizing how they communicate with their clients in the AG industry. John is a true professional and a man who thinks outside the box. Enough explanation, get in here and hear it from the man himself.

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Episode 229

Adding Some Rocket Fuel to Niche Marketing Campaigns

Featuring Ribal Btaddini, Director of Global Accounts and Eric Hyland, Program Manager at Legrand

Posted on April 4, 2023

The title is quite literal. This week The Kula Ring is talking to Ribal Btaddini and Eric Hyland from Legrand. Who have just launched (pun intended) a marketing campaign around sending a rocket space bound. However, who doesn’t get excited about space!? We are diving deep into the value of trackable, tangible ROI’s vs. the emotional, exciting ones. It is a lofty episode, that’s for sure.

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Episode 228

Manufacturing Jobs for Manufacturing Companies

Featuring Mike Nager, Business Development Manager for Festo Didactic.

Posted on March 28, 2023

Everyone wants that new thing. What we need however, is someone to build the new thing. That is what keeps Mike Nager of Festo Didactic up at night, making sure the manufacturing workforce of tomorrow is bolstered. Mike is on the show this week discussing how he is trying to ensure that manufacturing jobs stay relevant, in a world of so much competition. You may be surprised to find out that the marketing department could and should play a big role in this.

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Episode 227

Managing Dramatically Enhanced Lead Generation

Featuring Brian Critchfield, VP of Global Marketing with Airgain

Posted on March 21, 2023

So, you are a rockstar marketer (obviously) and you have increased incoming leads in a major way. What now? How do you manage that growth, that success? Brian Critchfield of Airgain is on the show this week giving us some insight into managing phenomenal growth (like 12x growth). We talk about helping the sales team with new leads at different stages of the funnel. Managing the huge uptick in data to sift through. And, how to keep everyone on the team engaged and driving the common goal forward.

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Episode 226

Finding Opportunity Against Larger Competition

Featuring Amy Cooper, VP of Sales and Marketing at Atlas Carbon

Posted on March 14, 2023

So many marketers are battling behemoth competition in their industries. So how does David arm themselves against Goliath? Amy Cooper of Atlas Carbon has found some particularly excellent stones to put in your sling. Amy works in an industry that is heavily influenced by regulation and legislation, meaning the competition is deeply entrenched. Still she has found a way to ensure her and Atlas Carbon can carve out their fair share (and maybe a little more), this week on The Kula Ring.

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Episode 224

A Water Treatment Marketer and Top of the Funnel Content Marketing

Featuring Jim Lauria, VP of Sales & Marketing for Mazzei Injector Company

Posted on February 28, 2023

The connection can’t be missed on this one! Funnel, water, see that? Jim Lauria is here to talk about some strategies that have worked well for him and Mazzei around content creation and marketing. Adding value to not only his own company but to Mazzei’s partners as well. Jim brings a ton of knowledge and experience on what content looks like done right, and how an AI will never replace the human touch.

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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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