In this episode of The Kula Ring, Brittany Bachman, Vice President of Sales and Marketing at Boulter Industrial Contractors—a 133-year-old rigging and transport company—shares how she uses marketing to bridge the gap between tradition and innovation. From her roots in nonprofit social media management to running recruitment campaigns for industrial companies, Brittany discusses her journey and how she’s leveraging hands-on events and social media to inspire a new generation of talent in the skilled trades. She also explores the dual challenge of promoting both customer value and career opportunities, often through the same channels.

You won’t want to miss this one!

In this episode of The Kula Ring, Olivier Bousette, Head of Marketing at Rittal Canada, shares his perspective on how B2B manufacturers can use automation to scale their marketing efforts, especially when working with small teams or serving global markets. Olivier explores how automation tools like AI-generated social media posts and chatbots can free up time for higher-value marketing work while helping maintain brand consistency across regions. He also addresses the challenges of adapting HQ-created content to local markets, navigating team churn, and aligning regional and global marketing priorities. This episode offers valuable insights for marketers managing complex product messaging across distributed teams and geographies.

In this episode of The Kula Ring, Angela Jackson, Marketing Director at Clark Pacific, unpacks how the company is transforming the building industry’s understanding of prefabrication. Angela discusses Clark Pacific’s strategic pivot from bespoke project work to a productized approach, emphasizing how designing for manufacturing creates efficiencies, enhances quality, and accelerates timelines.

She explores the challenges of marketing to traditionally hard-to-reach stakeholders like building owners and architects, and shares how Clark Pacific invests heavily in education. Angela also highlights how internal culture has adapted to embrace creativity within standardized systems and how being consistently specced into projects marks a major marketing milestone.

If you’re in manufacturing, architecture, or construction and especially if you’re exploring how to scale with a product-based mindset, this conversation offers valuable insights into how to align innovation, communication, and execution in a complex industry.

In this episode of The Kula Ring, Phil Harris of Paulo Heat Treating shares an honest and insightful look into the often murky handoff between sales and marketing. Phil walks us through how fostering a shared understanding of responsibilities and handoff qualifications combats inter-team tensions and strengthens leads. He discusses the mounting pressure on sales teams, the demand for higher-quality leads, and how a lack of SDR infrastructure in manufacturing intensifies these challenges.
Phil outlines how redefining lead qualification and raising the bar for sales engagement significantly improved alignment and results. Plus, he shares actionable insights on using evergreen content, doubling down on newsletters, and experimenting with high-intent CTAs. If you’re a marketer in manufacturing struggling with lead quality, ownership, or sales enablement, this conversation will hit home.

In times of economic uncertainty, many manufacturers instinctively pull back on marketing, but according to Una de Boer, that’s exactly the wrong move. In this episode of The Kula Ring, Una joins hosts Carman Pirie and Jeff White to challenge the idea that marketing should take a backseat when times get tough. She shares practical, data-driven strategies for manufacturers looking to grow revenue through diversified customer bases, without breaking the bank.

From assessing existing customer data for hidden opportunities to taking the first steps into international markets through scalable digital campaigns, Una outlines how B2B manufacturers can move beyond their comfort zones with confidence, securing new business from a wider variety of geographies and cultures. She also explores how changing markets can help revitalize core marketing efforts and why now might be the perfect time to reexamine product-market fit.

Whether you’re trying to get your leadership team to see the value of investing in marketing or looking to extend your brand’s reach globally, this episode is packed with actionable advice for growth-minded marketers.