The Kula Ring

A podcast for manufacturing marketers

Marketing Strategy Episodes

Episode 189

Developing a Third-Party and Distribution Channel Ecommerce Strategy

Featuring Jacki Lutz, Global Head of Communication, Training and E-commerce, Aftermarket, at Sensata Technologies

Paying attention to how your product is sold online is only the starting point to creating a positive customer experience for E-commerce shoppers. Jacki Lutz, Head of Communications, Training and E-commerce, Aftermarket, at Sensata Technologies, explores the marketing strategy her team uses to develop messaging that resonates with customers across all E-commerce platforms. She reveals why helping customers sell Sensata products and upholding Sensata’s reputation for customer experience is important to her team.

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Episode 188

Going Outside Your Comfort Zone To Create A Digital Footprint

Featuring Bob Lennon, Co-owner and President of ThermalWood Canada

Getting outside your comfort zone takes strategy and today’s guest is a pro at doing just that. Bob Lennon, Co-owner and President of ThermalWood Canada explains how he uses indirect marketing strategies to connect with people and create a digital footprint. He provides examples of product storytelling and marketing strategies to get your company recognition and its values exposed.

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Episode 187

How an Industrial Manufacturer Partners with Startups to Unlock New Revenue Streams

Featuring Ryan Knox, Director of Marketing & Innovation at Flexfab.

Flexfab is an industrial B2B manufacturer who designs and manufactures highly-engineered products in a wide variety of materials and designs for the aerospace, automotive, rail, and heavy-duty truck industries. In this episode of The Kula Ring, Ryan Knox, Director of Marketing & Innovation at Flexfab, talks about the company’s initiative to connect innovative startups with industrial companies to leverage emerging technologies within their manufacturing processes. Ryan talks about how Flexfab draws on existing relationships and industry connections to establish new revenue streams and foster innovation within industrial industries that are often overlooked.

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Episode 186

Influencing Word-of-Mouth Messaging in B2B Niche Markets

Featuring Matt Fiddes, Founder and CMO of Agility Technologies

When word-of-mouth is how your product is marketed the most, what are the keys to influencing the messaging among peers? In this episode of The Kula Ring, Matt Fiddes, Founder and CMO of Agility Technologies, explains how they develop their products with the specific needs of their rescue worker customer base in mind. With their FIRSTLOOK brand, they build relationships to introduce the product at all levels in the rescue industry including trainers, influencers, users, and the public tax-paying community. He also describes the importance of customer service to gain a competitive advantage in the first responder community.

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Episode 185

How Manufacturers Can Use Marketing To Solve Problems For Their Customers

Featuring Kristi Flores, Vice-President and Chief Marketing Officer at Tektronix

Marketing to solve problems for your customers is the highlight from today’s episode. Kristi Flores, Vice-President and Chief Marketing Officer at Tektronix, explores how she uses marketing strategies to understand her customers’ challenges and create customer connections. She explains why customer obsession is one of Tektronik’s core values. By understanding which digital marketing strategies to employ, Kristi is able to create lasting customer relationships and engagement.

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Episode 184

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

Featuring Adam Krumbein, Marketing Director at Outward

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 183

How Manufacturers Can Connect With Audiences Through Authentic Storytelling

Featuring Kristin Fallon, Vice President of Brand & Digital Marketing at GE Healthcare

Building a storytelling program takes time and patience for an organization to understand their purpose and brand. In today’s episode we welcome back Kristin Fallon, Vice President of Brand and Digital Marketing at GE Healthcare. Kristin walks us through the planning process behind a captivating and long-term storytelling program and her experience working in the healthcare industry during COVID. She provides details on how manufacturers can create their own storytelling program with marketing and strategy tools including templates and a storytelling wrangler.

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Episode 182

Using Agency Support to Complement Your In-house Marketing Team

Featuring Mike Zimm, VP of Marketing at Kris-Tech Wire

Growing your marketing team means new strategies and most often, new skills. Mike Zimm, VP of Marketing at Kris-Tech Wire talks about his experience working on both agency and in-house sides of marketing by examining their key differences. He explores how to think through the process of choosing which marketing support will be beneficial to your organization’s goals and teams long-term. Explore the top questions and qualities Mike Zimm recommends you ask your team internally before you partner with a marketing agency.

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Episode 181

How Diamon-Fusion International Provides Marketing Agency Services and End-user Support to Help Their Customers Thrive

Featuring Syndi Sim, VP of Marketing and Business Development at Diamon-Fusion International, Inc.

Marketing is critical for your customers to understand the value of choosing your product. In this week’s episode, Syndi Sim, VP of Marketing and Business Development at Diamon-Fusion International, Inc., discusses how she supports her customers with marketing agency services and end-user support to help their customers thrive. Learn the importance of customer marketing, product education, and customer monitoring and engagement to help transform your customer relationships.

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Episode 180

Manufacturing the Next Generation of Workforce Skills

Featuring Mike Nager, Business Development Manager for the Festo Didactic Solution Center.

As online education becomes the norm and companies like Google no longer require a degree as a job prerequisite, what will educating the manufacturing workforce look like beyond 2020? In this episode of The Kula Ring, Mike Nager, Business Development Manager for the Festo Didactic Solution Center, talks about the role of niche technical education in providing hands-on training for manufacturing technologies and how Festo Didactic is adapting its strategy into the digital space after the pandemic.

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