The Kula Ring

A podcast for manufacturing marketers

Marketing Strategy Episodes

Episode 205

Striking the Right Balance of Digital Versus In-Person

Featuring CJ Brey, Sales and Marketing Director at PF Markey

CJ 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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Episode 204

Why Empathy is the Secret to High-Performing B2B Technical Content

Featuring Greg Paulsen, Director of Applications Engineering and Marketing at Xometry

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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Episode 202

Humanizing Your Manufacturing Marketing Strategy

Featuring Cindy Deekitwong, the Global Head of Marketing, Incubator Business, Henkel Adhesive Technologies.

Understand 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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Episode 199

Overcoming Cold Feet When Developing B2B Video Content

Featuring Jeff Long, Owner of True Focus Media

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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Episode 198

Predictions on How Manufacturing Marketers Will Adapt to the Changing Economy

Featuring Carman Pirie and Jeff White, Principals at Kula Partners

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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