The Kula Ring

A podcast for manufacturing marketers

Marketing Strategy Episodes

Episode 79

Why Marketers Should Build Accessible Websites

Kula Ring hosts Jeff and Carman discuss integrating accessibility features into your website and how they harmonize with conversion goals.

Why do marketers avoid website accessibility considerations? In this episode of The Kula Ring, Jeff W. White talks about where marketers fall short when building websites and web content for all users, and how accessibility features and conversion goals can work together to build a good user experience.

Listen Now
Episode 78

Common Mistakes Marketers Make When Building Websites

Kula Ring hosts Jeff and Carman discuss factors that impact website design and common mistakes marketers and designers make when they build websites.

Websites that marketers and other stakeholders are being asked to create are more and more complex, and at the same time, generic templates are on the rise. On The Kula Ring, Jeff White talks to Carman Pirie about how marketers can move beyond the aesthetics of the web build to thinking holistically, considering how information is organized and ensuring it meets accessibility requirements.

Listen Now
Episode 77

Why the Funnel is Flawed for B2B Manufacturers

Kula Ring hosts Jeff and Carman on why the inbound marketing sales funnel fails B2B manufacturers and how to humanize marketing for target accounts.

The inbound marketing sales funnel suggests there’s an unlimited amount of traffic and leads, but how does that strategy scale when you’re a manufacturer with a limited number of prospects? On The Kula Ring, Carman Pirie and Jeff W. White discuss why the funnel doesn’t work in a B2B context and how manufacturers can shift to a more human-centered approach that focuses on a small number of target accounts using a blend of campaign tactics including inbound and account-based marketing strategies.

Listen Now
Episode 76

How to Be a Future-Focused Manufacturing Marketer During COVID-19

Kula Ring hosts Jeff and Carman discuss how manufacturers can repurpose current marketing efforts into digital opportunities during COVID-19.

With trade shows and conventions postponed due to the coronavirus (COVID-19), what can manufacturers do to showcase new products and services they had lined up for 2020? In this special episode of The Kula Ring, Jeff and Carman talk about how manufacturing marketers and other internal stakeholders can adapt to this new reality by moving parts of their business online and serving customers digitally.

Listen Now
Episode 74

Building a B2B Marketplace Using Blockchain

Featuring Lisa Butters, General Manager for GoDirect Trade at Honeywell

Building trust on an e-commerce platform is about more than just posting pictures and prices. How can manufacturers digitize the $4-billion per year used aerospace parts industry while ensuring transparency? In this episode of The Kula Ring, Lisa Butters, General Manager for GoDirect Trade at Honeywell, talks to Jeff and Carman about how blockchain technology is key to winning over sellers to use the GoDirect Trade marketplace, how they’re drawing on the intuitive design of B2C platforms, and why a legacy manufacturer like Honeywell is driving this innovation.

Listen Now
Episode 73

How to Evolve Your B2B Brand Message After an Acquisition

Featuring Cathy Dodd, Vice President of Marketing at PolyOne

Any time a manufacturer acquires new assets, the brand evolves along with their customer base. How do you manage your communications strategy to keep pace with mergers and acquisitions? Cathy Dodd, Vice President of Marketing for PolyOne, talks to Jeff and Carman on The Kula Ring about how PolyOne created a campaign called “Challenge Accepted” to bring clarity to their brand messaging across a broad range of industries using customer feedback, buyer persona work, and through consolidating their website to better serve as a solutions-driver for their customers.

Listen Now
Episode 70

Maximize Your Resources by Consolidating Your Tech Stack

Featuring Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac

With a small centralized marketing team tasked with digital transformation, step one for Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac, was to evaluate the company’s websites. On The Kula Ring, Jon discusses with Jeff and Carman the challenges and benefits of consolidating their tech stack, including sacrificing flexibility to be able to do more for less.

Listen Now
Episode 69

How to Humanize B2B With Design Thinking

Featuring Jas Kaur, Marketing & Digital Experience Manager at Ellsworth Adhesives

In this episode of The Kula Ring, Ellsworth Adhesives Marketing & Digital Experience Manager Jas Kaur talks about how her background in design thinking has helped her lead her organization toward a more human-centric approach to B2B. Her “business to everything” philosophy is guiding a tightly integrated marketing and digital team’s efforts in making their customers’ buying process fast, efficient, and intuitive.

Listen Now
Warning!

You are using an outdated browser. Things may not appear as intended. We recommend updating your browser to the latest version.

Close