In this episode of The Kula Ring, Jeff and Carman talk with Tim Bay, Head of Digital Marketing at Fellowes Brands, about how manufacturers can use customer feedback to improve their marketing, approaches to introducing brand new products to the marketplace, and the benefits of working for a 100 year-old family-owned business.
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For manufacturers optimizing marketing and sales processes to drive revenue performance, there’s one rule that stands out above all others. In this episode of The Kula Ring, Jeff and Carman dissect the Golden Rule of sales and marketing optimization while highlighting several illustrative examples.
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Defining an ideal customer and sourcing a target account list to match should be easy, but it isn’t. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help, and warn about pitfalls along the way.
Listen NowIt doesn’t matter if you call it a niche or a nitch, how big yours is will determine your best next marketing moves. In this episode of the Kula Ring, Jeff and Carman explore examples of B2B manufacturers with large, almost B2C-style niches driving results by getting closer to end user customers.
Listen NowCJ Brey, the Director of Sales and Marketing at CNC Tooling Management and Application firm PF Markey, discusses the merits of the ‘in-person’ or ‘face-to-face’ approach to generating leads and maintaining client relationships in the manufacturing industry. When the push to virtual came alongside the pandemic, the digital approach to lead generation and sales became commonplace; but now, as in-person events are resuming, those same digital-only approaches are falling flat. Listen to CJ explain what can’t be replicated from a purely virtual interaction, why the right approach to customer service may be a combination of both digital and in-person, and why he ultimately thinks there will be a shift toward more in-person sales and marketing for B2B manufacturers.
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On this week’s episode of The Kula Ring, Greg Paulsen, Director of Applications Engineering and Marketing at Xometry, gives insight into his formula for success when it comes to creating technical content for a B2B audience. Rather than focusing on the question of ‘what is,’ high-quality technical content that resonates should be centered around the question of ‘why’—why it benefits the customer, or why it matters to the industry at large. Listen to the episode to hear Greg talk about how understanding the ‘why’ comes through having been there himself; or in other words, through having empathy.
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Manufacturing marketers can face a lot of pressure to do more. Include more. Say more. Sometimes it seems like the favourite word in marketing is “and’… there’s always an excuse to add this, and that, and this thing too, and.. well, you get it. In this episode of The Kula Ring, Jeff and Carman discuss why you should often choose to do less.
Listen NowUnderstand 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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The stats around video consumption grow exponentially each year. To what extent should manufacturing marketers care about that? Everyone seems to agree that producing video content should happen and is easier than ever, but taking the plunge feels overwhelming to the point where it doesn’t get done. On this week’s episode of The Kula Ring, Jeff Long, Owner of True Focus Media, shares his approach to developing and distributing industrial marketing video content.
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We don’t have a crystal ball to predict the future, but we can foresee a wave of economic changes. From inflationary pressures and workforce shortages to living with COVID and a looming recession, these factors all have an impact on how manufacturing marketers are approaching their strategy. In this week’s episode of The Kula Ring, Jeff and Carman predict how marketers in the manufacturing industry will adapt.
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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.
