Are personas too popular? In this edition of The Kula Ring, Jeff and Carman examine the evolution of buyer personas and their usefulness to B2B manufacturers. How helpful are they anyway? How could they be better? What other approaches might manufacturing marketers use instead? All this and more in Episode 197. We think you’re going to love it.
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Sustainability is a corporate-led initiative, but marketers are often the ones refining the messaging to resonate with customers. In this episode of The Kula Ring, Jeff and Carman discuss the common pitfalls of sustainability messaging that will either get it lost in the competitive shuffle or be ignored by the sales team. We also explore how to overcome those challenges so that internal and external stakeholders understand how your sustainability initiatives impact them.
Listen NowSolving your customers’ problems and creating a product they’ll want to purchase is at the forefront of all research and development departments. In today’s episode, Chris Witt, Vice President and General Manager of Portfolio Solutions at Tektronix, sits down with us to review his funnel approach to innovation and how it drives the process of developing the right products for his market. He explores how they understand their customers’ problems to approach the launch of their refined disruptive products.
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Digging into data and exploring technology to undercover insights in your organization is vital to operations efficiency. Ryan Knox, Co-founder of Bridge Digital explores the use of digital tools to create efficiency in all areas of an organization from IT, Marketing, Sales, and more. He discusses the benefits of extracting data vs. using specific tools to help organizations get results that helps them do their job better and the importance of creating excitement for internal change when implementing new technologies.
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Paying attention to how your product is sold online is only the starting point to creating a positive customer experience for E-commerce shoppers. Jacki Lutz, Head of Communications, Training and E-commerce, Aftermarket, at Sensata Technologies, explores the marketing strategy her team uses to develop messaging that resonates with customers across all E-commerce platforms. She reveals why helping customers sell Sensata products and upholding Sensata’s reputation for customer experience is important to her team.
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Getting outside your comfort zone takes strategy and today’s guest is a pro at doing just that. Bob Lennon, Co-owner and President of ThermalWood Canada explains how he uses indirect marketing strategies to connect with people and create a digital footprint. He provides examples of product storytelling and marketing strategies to get your company recognition and its values exposed.
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Flexfab is an industrial B2B manufacturer who designs and manufactures highly-engineered products in a wide variety of materials and designs for the aerospace, automotive, rail, and heavy-duty truck industries. In this episode of The Kula Ring, Ryan Knox, Director of Marketing & Innovation at Flexfab, talks about the company’s initiative to connect innovative startups with industrial companies to leverage emerging technologies within their manufacturing processes. Ryan talks about how Flexfab draws on existing relationships and industry connections to establish new revenue streams and foster innovation within industrial industries that are often overlooked.
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When word-of-mouth is how your product is marketed the most, what are the keys to influencing the messaging among peers? In this episode of The Kula Ring, Matt Fiddes, Founder and CMO of Agility Technologies, explains how they develop their products with the specific needs of their rescue worker customer base in mind. With their FIRSTLOOK brand, they build relationships to introduce the product at all levels in the rescue industry including trainers, influencers, users, and the public tax-paying community. He also describes the importance of customer service to gain a competitive advantage in the first responder community.
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Marketing to solve problems for your customers is the highlight from today’s episode. Kristi Flores, Vice-President and Chief Marketing Officer at Tektronix, explores how she uses marketing strategies to understand her customers’ challenges and create customer connections. She explains why customer obsession is one of Tektronik’s core values. By understanding which digital marketing strategies to employ, Kristi is able to create lasting customer relationships and engagement.
Listen NowWebsite transformations have helped manufacturers get more products online and seen by potential customers, but how do you form a lasting online presence with customers in 2022? Adam Krumbein, Marketing Director at Outward, shares his marketing expertise with us in today’s episode discussing how manufacturers can benefit from using E-commerce. We explore the advantages of connecting to your customers through E-commerce to elevate your brand and product awareness. Adam shares how E-commerce can help to differentiate your products from the competition and transform your marketing strategy.
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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.
