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 48

Accelerating Digital Transformation in Manufacturing

Featuring Stephen Gold, President & CEO of MAPI

Posted on August 27, 2019

In the lead up to the 2019 ManufacturED Summit happening in Chicago September 16-18, Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI), shares his outlook on digital transformation in manufacturing. He discusses the dynamics shaping digital transformation in the industry—including its implications for marketing and sales—along with the highlights attendees can look forward to at this year’s conference.

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Episode 47

Managing a Major Campaign Pivot During a Product Portfolio Change

Featuring Jacki Lutz, Global Head of Marketing Communications and Intelligence of Sensata Technologies

Posted on August 20, 2019

Jacki Lutz, Global Head of Marketing Communications and Intelligence, talks with Carman and Jeff about how Sensata Technologies made a product portfolio change last year, causing them to pivot midway through a major marketing campaign. The campaign was centered on their legacy product, Schrader valves—a product they were no longer selling.

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Episode 44

Redefining Goals While Managing the Digital Transformation of Sales & Marketing

Featuring Kellie De Pooter, Global Marketing Manager at G&W Electric

Posted on July 30, 2019

Kellie De Pooter, Global Marketing Manager at G&W Electric, discusses her approach to redefining G&W Electric’s goals on this episode of The Kula Ring. To stay competitive in the marketplace, her new manufacturing marketing department supports product development and sales and manages new digital marketing initiatives.

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Episode 42

How Manufacturing Marketers Can Help B2B Buyers During Their Self-Directed Research Process

Featuring Google's Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead

Posted on July 16, 2019

Jeff and Carman talk with Google’s Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead, in this episode of The Kula Ring. With at least two thirds of B2B buyers preferring to conduct their own research online according to Google’s study with Comscore, they discuss how manufacturing marketers can adapt their marketing strategies to reach B2B buyers throughout their self-directed research process.

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Episode 41

It’s Not About Price or Product: Solve Your Buyers’ Problems

Featuring Mark Mitchell, Strategic Marketing Consultant at Whizard Strategy

Posted on July 9, 2019

Mark Mitchell of Whizard Strategy, a consultancy that specializes in building materials sales and marketing, shares the keys to differentiating your manufacturing brand and winning over buyers. Mark’s advice? It has nothing to do with product features or price—rather, it has to do with how well you understand your buyer’s business and how well you can help them solve their problems.

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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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