Jon LaPorta, Vice President, Marketing, describes to Carman and Jeff how he has helped transform the marketing at Pfannenberg USA—the American arm of a German-owned manufacturer. Jon’s team works locally in order to appeal to the US market. Although they continue to align with headquarters on content and branding, this has allowed them to implement marketing automation, create their own website, and simplify their messaging.

Alex Lovdahl, Digital Experience Manager at Brandt, talks with Jeff and Carman on The Kula Ring about getting leadership’s buy-in for digital marketing initiatives by using results to demonstrate their effectiveness.

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.

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.

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.