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.

Mark Mitchell of Whizard Strategy, a consultancy that specializes in building materials sales and marketing, shares the keys to differentiating your manufacturing brand and winning over buyers. Mark’s advice? It has nothing to do with product features or price—rather, it has to do with how well you understand your buyer’s business and how well you can help them solve their problems.

Greg Palese, VP Marketing at Klein Tools, proves that brand-building isn’t just for B2C. He shares his experiences marketing an iconic manufacturing brand—including how to nurture brand fans and how Klein Tools is shaping the conversation around the trades skills gap, resulting in over $38 million in earned media.