In this episode of The Kula Ring, Jeff White and Carman Pirie discuss how manufacturers can adapt their web presence for 2025 and beyond. They explore the impact of AI-driven search, evolving privacy rules, the critical role of site speed, and the importance of structured data and product data governance. This conversation is a practical deep dive into what it takes to stay competitive in a changing digital landscape.
Guest Bio: Jeff White and Carman Pirie are the co-founders of Kula Partners, a digital agency specializing in helping manufacturers transform their marketing. Together, they bring decades of experience in B2B marketing, web development, and digital strategy.

In this episode of The Kula Ring, Nicole Kangos, Director of Marketing at Snaptron, shares the story of how an engineering-led manufacturer undertook a major brand refresh, without big-agency budgets or losing sight of its core values. Nicole walks us through how she built trust with leadership, leveraged internal and external insights, and strategically positioned Snaptron to maintain its market leadership amid increasing competition. From winning executive buy-in to aligning the brand with the company’s true innovation story, this episode offers a practical and inspiring look at what it really takes to modernize a manufacturing brand from the inside out.

This week, Tyler Simmons shares his journey from summer intern to marketing and e-commerce leader at Energy Management Corporation, and how that path through sales and marketing has uniquely positioned him to bridge the gap between the two. Tyler breaks down the realities of running a successful e-commerce platform in the B2B manufacturing space. He discusses how talking directly with customers and internal sales teams provides critical feedback and why consistency beats one-time wins when scaling a digital storefront. If you’re navigating the grind of e-commerce in B2B manufacturing, this episode is packed with grounded insights, tactical takeaways, and a refreshing dose of honesty.

Herbert Staten Jr. joins The Kula Ring this week to talk about highlighting the beauty of the product you manufacture. Herbert discusses how he considers emotion and personal engagement when developing marketing strategies in industrial manufacturing. We also discuss the potential for vertical differentiation in social media platforms. This fantastic chat offers a refreshing approach to industrial B2B marketing.

Robby Berthume, Head of Marketing at Digitize Designs is on the show this week. Robby shares some of the expertise that he has honed throughout his varied career. We talk about the need for implementing good measurement through strong metrics to ensure your marketing efforts are effective. He also shares some good advice on staying excited and keeping some personality in your corporate brand.