In the lead up to the 2019 ManufacturED Summit happening in Chicago September 16-18, Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI), shares his outlook on digital transformation in manufacturing. He discusses the dynamics shaping digital transformation in the industry—including its implications for marketing and sales—along with the highlights attendees can look forward to at this year’s conference.

Jacki Lutz, Global Head of Marketing Communications and Intelligence, talks with Carman and Jeff about how Sensata Technologies made a product portfolio change last year, causing them to pivot midway through a major marketing campaign. The campaign was centered on their legacy product, Schrader valves—a product they were no longer selling.

Brian Richards, Digital Marketing Supervisor at Gardner Denver, shares his insights on how he led a digital transformation in his previous role at Knapheide Manufacturing—moving from push marketing tactics to pulling customers through their distribution network.

Kellie De Pooter, Global Marketing Manager at G&W Electric, discusses her approach to redefining G&W Electric’s goals on this episode of The Kula Ring. To stay competitive in the marketplace, her new manufacturing marketing department supports product development and sales and manages new digital marketing initiatives.

Jeff and Carman talk with Google’s Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead, in this episode of The Kula Ring. With at least two thirds of B2B buyers preferring to conduct their own research online according to Google’s study with Comscore, they discuss how manufacturing marketers can adapt their marketing strategies to reach B2B buyers throughout their self-directed research process.