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 153

Refine Your Manufacturing Marketing Strategy to Better Target Engineers

Featuring Sannah Vinding, Executive Director of Product Development and Marketing at VCC.

Posted on October 5, 2021

“You have to talk to engineers to get the right information,” says Sannah Vinding, the Executive Director of Product Development and Marketing at VCC, our latest guest on this week’s episode of The Kula Ring podcast. Sannah has a unique mix of skills with a background in mechanical engineering, and a passion for marketing, she shares her tips and advice on how to better engage and target engineers to get them looking at your products and service offerings online. This episode also dives into the impact the pandemic has had on the manufacturing industry. Learn from Sannah how she believes organisations can rethink their marketing strategy to pivot to this new way of working.

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Episode 152

Utilizing the Power of Video in Your Marketing Strategy

Featuring Vern Oakley, CEO & Creative Director of Tribe Pictures

Posted on September 28, 2021

‘Video is the strongest tool to build a brand,’ says our latest guest Vern Oakley, the CEO and Creative Director of Tribe Pictures. Vern is a video marketing expert with over 30 years in the industry creating films, videos, and commercials. Vern talks about why he believes video content is a powerful tool for your marketing strategy. He shares tips on being authentic on camera and how to work with CEOs when filming videos. Learn from Vern’s three decades of industry knowledge on how you can incorporate video into your organization’s marketing strategy.

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Episode 151

Adapting to Rapid Market Expansion with Strategic Content Marketing

Featuring Paul Dailey, Director of Product and Market Strategy at Outback Power.

Posted on September 21, 2021

Staying agile in a competitive market can be a challenge, says our latest guest Paul Dailey, the Director of Product and Market Strategy at Outback Power. Over the past five years, Paul has been focused on transitioning to new technologies and growing Outback’s available market. Paul talks about marketing in a growing industry and the importance of establishing a value proposition as customers’ options expand in the solar panel and equipment 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 147

Humanizing Your Manufacturing Marketing Strategy

Featuring Cindy Deekitwong, the Global Head of Marketing, Incubator Business, Henkel Adhesive Technologies.

Posted on August 24, 2021

Understand your customers better by humanizing your marketing approach. This is what Cindy Deekitwong, the Global Head of Marketing, Incubator Business, at Henkel Adhesive Technologies believes. In this week’s episode of The Kula Ring, Cindy talks about how she and her team use a customer-first marketing approach, which she calls B4E – Business for Everyone.

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Episode 146

How Niche Orientation Impacts Your Manufacturing Marketing Strategy

Featuring, Jeff White and Carman Pirie, Co-Principals of Kula Partners

Posted on August 17, 2021

In this week’s episode, co-hosts and Kula Partners principals, Jeff White and Carman Pirie, talk about niche orientation marketing. They talk about the Niche Navigator, a model and exercise they created to assess and understand where businesses fall ranging from low to high niche market orientation. Listeners can look forward to learning examples of niche market orientation, learn pitfalls that could impact their marketing strategies and tips to enhance their marketing efforts.

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Episode 145

How Manufacturing Marketers Can Leverage Visual Media Solutions

Featuring Jeff Norgord, Marketing and Creative Director, at Gardner Business Media

Posted on August 10, 2021

In this week’s episode, we have guest Jeff Norgord, the Marketing and Creative Director at Gardner Business Media. Jeff talks about the value that media solutions can bring to industrial manufacturing—including increasing brand awareness through a multi-channel approach and helping manufacturers tell more impactful, visual stories. Jeff talks about the importance of print and how it connects with people in a way that digital marketing sometimes can’t. Jeff also touches on the future of the manufacturing marketing trade show industry and its importance to growing and maintaining your network.

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Episode 144

Successful Strategies for Marketing and Selling Into Science

Featuring Jarett Nickerson, VP of Sales and Marketing at C-Therm Technologies

Posted on August 3, 2021

How is selling into science different than your typical B2B approach? In this episode of The Kula Ring, Jarett (Jay) Nickerson, VP of Sales and Marketing at C-Therm Technologies, discusses how they use problem-specific content and product-specific content for marketing and selling into science within different industries. He also describes the impact of the pandemic on how virtual demos are conducted.

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Episode 142

Using Archetypes to Differentiate Manufacturing Brands

Featuring Laura Hawkins, Director of Strategy at Kula Partners

Posted on July 20, 2021

Kula’s Director of Strategy, Laura Hawkins explains the benefits of archetypes for manufacturing brands. While the cohesive messaging and marketing models may seem obvious to those familiar with the application of Jungian archetypes, it’s the additional brand power and bottom line impact that truly makes them useful for standing out in a sea of competitors with increasingly consistent brand pillars.

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Episode 140

Getting Started With ABM: Gain Early Wins and Avoid Missteps

Featuring Floyd Blaikie, Senior Strategist at Kula Partners

Posted on July 6, 2021

In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.

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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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