Kula’s Director of Strategy, Laura Hawkins explains the benefits of archetypes for manufacturing brands. While the cohesive messaging and marketing models may seem obvious to those familiar with the application of Jungian archetypes, it’s the additional brand power and bottom line impact that truly makes them useful for standing out in a sea of competitors with increasingly consistent brand pillars.
In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.
How do you inform customers what makes your company special in a way that they will actually care about? In this episode of The Kula Ring, David Gerson, Director of Marketing for TK Elevator, talks about how storytelling in manufacturing can create content that connects with customers, and shows them why your solution personally makes sense for them compared to the competition.
Manufacturing marketers are skilled translators, often facilitating conversations between a buyer or engineer for another company. In this episode of The Kula Ring, Joana Rodrigues, Marketing Manager at Times Microwave Systems, talks about how her engineering background has helped her create successful marketing content that bridges the gap between the internal engineering team and the end customer. She provides advice for how to create content from engineering expertise and how to approach engineers, who are typically skeptical of marketers, with your strategy.
For many manufacturers, the drive to build out their organization internally has been strong for the last five or more years in response to a rapidly-changing marketing and sales landscape. In this episode of The Kula Ring, Dan Ricklefs, Vice President of Marketing at Precision Pulley & Idler (PPI), talks about how the organization is expanding its marketing infrastructure after a series of successful acquisitions. He discusses his playbook for creating marketing strategies, how the company is evolving its marketing tech stack, and the significance of adopting marketing technology as a tool for knowledge transfer to address upcoming retirements.
