The Kula Ring

A podcast for manufacturing marketers

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Marketing Strategy Episodes

Episode 107

Effectively Translating Marketing Goals Into the Digital Space

Featuring Jaclyn Wallace, Director of Marketing for Nederman Division North America.

Posted on October 27, 2020

Marketing plans developed last year for 2020 look drastically different now because of the pandemic—not just in the tradeshow arena, but also how new markets are identified. In this episode of The Kula Ring, Jaclyn Wallace, Director of Marketing for Nederman Division North America, covers a variety of topics including how the pandemic is forcing marketing and sales to effectively adapt into the digital space, how customers are driving new business, and the importance of knowledge extraction.

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Episode 106

Integrating Marketing into the Manufacturing Enterprise

Featuring Heather Smriga, Marketing Communications Manager of EaglePicher Technologies.

Posted on October 20, 2020

In lean manufacturing environments that focus on product development, how can organizations prevent marketing from becoming an afterthought? In this episode of The Kula Ring, Heather Smriga, Marketing Communications Manager of EaglePicher Technologies, shares how the company’s Voice of the Customer research is fueled by feedback across the enterprise and provides insights on how leveraging different talents in the organization improves their approach to marketing strategy.

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Episode 105

How a B2B Manufacturer Leverages Data Sharing to Improve CX

Featuring John Joyce, Global Marketing Director of Brennan Industries.

Posted on October 13, 2020

Customer demand for real-time data is driving manufacturers to build web-enabled systems to share information more efficiently across channels. In this episode of The Kula Ring, John Joyce, Global Marketing Director of Brennan Industries, talks about how he helped his organization make data more accessible to their distribution channels and partners. He shares insights on how leveraging data improves customer experience and the role of the marketing department in implementing customer-facing technology.

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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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Episode 98

How Contract Manufacturers Can Boost Supply Chain Transparency

Featuring Carl Breau, CEO, and Jean-Luc Hébert, Vice President, International Sales & Marketing, of Saimen

Posted on August 25, 2020

Is the key to being a successful manufacturing brand actually getting out of manufacturing? In this episode of The Kula Ring, Carl Breau, the CEO of contract manufacturer Saimen, and Jean-Luc Hébert, Vice President, International Sales & Marketing, discuss how manufacturers are handing over production to contract manufacturers so they can shift their core competency to marketing and product development. They talk about how COVID-19 has accelerated the need for supply chain transparency and the role contract manufacturers play in marketing the manufacturing of authentic products.

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Episode 94

From Metrics to Relationships: A B2B Marketer’s Leap to B2B2C

Featuring Dirk Mortensen, Marketing Manager for ARB 4x4 Accessories, North America

Posted on July 28, 2020

What is the role of a B2B2C marketer? In this episode of The Kula Ring, Dirk Mortensen, Marketing Manager for ARB 4×4 Accessories, North America, talks about his move from B2B to B2B2C marketing. He talks about making the shift from a heavy metrics-driven B2B background in business equipment to creating B2B2C marketing programs for consumer goods where success is more dependent on emotional connection and empathy.

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Episode 91

How Customer Collaboration Informs B2B Marketing

Featuring manufacturing marketing veteran Ahsan Javed

Posted on July 7, 2020

Digital marketing enables manufacturers to fine-tune their tactics down to their best-fit accounts, but it can also create a false expectation that each marketing engagement can provide a guaranteed ROI. In this episode of The Kula Ring, Ahsan Javed, manufacturing marketer veteran, talks about his customer collaboration framework and how his background in engineering and marketing guides his iterative approach to co-creating products and solutions.

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Episode 88

What Can a B2B Manufacturer Achieve Through Sales and Marketing Automation?

Featuring Andrew Vocaire, Director of Digital Strategy at Ravago

Posted on June 16, 2020

B2B manufacturers with limited addressable markets are expanding their reach by translating best practices from sales relationships into automated environments. Andrew Vocaire, Director of Digital Strategy at Ravago, a global plastic production and distribution company, shares insights into the company’s experimentation with digital tools and processes to acquire market share.

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Episode 85

Future-Proof Your B2B Marketing Strategy

Featuring James Soto, CEO of Industrial Strength Marketing

Posted on May 26, 2020

More than most industries, manufacturers know that innovation is key to survival. But what value is placed on marketing efforts during this transition? James Soto, Founder & CEO of Industrial Strength Marketing, talks to Jeff and Carman about how B2B industrial marketers are leading the digital transformation charge and why they need to bring executive leadership on side to foster innovation and explore different brand positions in order to evolve legacy businesses.

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About Kula

Kula Partners is an agency committed to helping leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. We are headquartered in Halifax, Nova Scotia, Canada and work primarily with North American-based manufacturing clients marketing within complex B2B selling environments.

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