The Kula Ring

A podcast for manufacturing marketers

Discover how to attract new customers in niche markets and why all conversions are not equal—read “It’s All Niches Now”

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Website Redesign Episodes

Episode 179

How a Manufacturer Standardizes Product Data for CX

Featuring Cynthia Kellam, Global Head of Digital & Enterprise Customer Experience at TE Connectivity.

Posted on April 12, 2022

How can manufacturers with various product portfolios gained from mergers and acquisitions ensure their products are discoverable both on their website and third party domains? In this episode of The Kula Ring, Cynthia Kellam, Global Head of Digital & Enterprise Customer Experience at TE Connectivity, shares how customer experience research led her team to standardize product data in order to improve organic searchability.

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Episode 177

Lessons from a Successful B2B Manufacturing Website Redesign

Featuring Christina Wegner, Vice President of Marketing at The Vollrath Company

Posted on March 29, 2022

Before diving headfirst into a website redesign project, what are the moving parts a B2B marketer or other internal stakeholders should consider? Christina Wegner, Vice President of Marketing for The Vollrath Company, joins Jeff and Carman on The Kula Ring to talk about building the right foundation for your manufacturing company’s website redesign. She talks about developing a “listen-first” approach by assembling a stakeholder team early on in order to identify redesign objectives from feedback across departments.

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Episode 141

Musings on Design, UX, User Testing, and Visitor Analysis

Featuring Craig Edis, Creative Director at Kula Partners

Posted on July 13, 2021

Continuing our showcase of the Kula Partners team, Craig Edis, Creative Director, discusses the central role of design in modern marketing for manufacturers. Drawing on more than 17 years of experience, Craig shares insights about what goes into developing outstanding brands, why user testing and visitor analysis is so valuable, and how to always design with the end-user in mind.

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Episode 139

3 Core Web Vitals That Impact Website Performance

Featuring Luke Desroches, Frontend Architect at Kula Partners

Posted on June 29, 2021

Jeff and Carman have invited members of the Kula Partners team to showcase their capabilities and provide some tips and tricks to The Kula Ring audience.

In this episode, Luke Desroches, Frontend Architect, describes how continuous learning is a large part of steering the team’s frontend development in the right direction. He also explains the importance of SEO and how Google’s 3 Core Web Vitals impact website performance.

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Episode 79

Why Marketers Should Build Accessible Websites

Kula Ring hosts Jeff and Carman discuss integrating accessibility features into your website and how they harmonize with conversion goals.

Posted on April 14, 2020

Why do marketers avoid website accessibility considerations? In this episode of The Kula Ring, Jeff W. White talks about where marketers fall short when building websites and web content for all users, and how accessibility features and conversion goals can work together to build a good user experience.

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Episode 78

Common Mistakes Marketers Make When Building Websites

Kula Ring hosts Jeff and Carman discuss factors that impact website design and common mistakes marketers and designers make when they build websites.

Posted on April 7, 2020

Websites that marketers and other stakeholders are being asked to create are more and more complex, and at the same time, generic templates are on the rise. On The Kula Ring, Jeff White talks to Carman Pirie about how marketers can move beyond the aesthetics of the web build to thinking holistically, considering how information is organized and ensuring it meets accessibility requirements.

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Episode 73

How to Evolve Your B2B Brand Message After an Acquisition

Featuring Cathy Dodd, Vice President of Marketing at PolyOne

Posted on March 3, 2020

Any time a manufacturer acquires new assets, the brand evolves along with their customer base. How do you manage your communications strategy to keep pace with mergers and acquisitions? Cathy Dodd, Vice President of Marketing for PolyOne, talks to Jeff and Carman on The Kula Ring about how PolyOne created a campaign called “Challenge Accepted” to bring clarity to their brand messaging across a broad range of industries using customer feedback, buyer persona work, and through consolidating their website to better serve as a solutions-driver for their customers.

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Episode 65

How Manufacturers Can Translate “Engineer Speak” Into Benefit-Focused Content

Featuring Lisa Hargrove, Director of Sales and Marketing at LS Industries

Posted on January 7, 2020

Lisa Hargrove, Director of Sales and Marketing at LS Industries, shares with The Kula Ring her approach to taking highly technical content and reframing it in a way that’s accessible and appealing to customers. She also explains why you should never underestimate the effort it takes to write good content as part of a website redesign.

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Episode 15

Testing 1, 2, 3: A Manufacturer’s Iterative Approach to a Website Redesign

Featuring Christina Liebman, Director of Global Marketing and Digital Strategy at Advanced Energy Industries

Posted on January 7, 2019

In this episode of The Kula Ring, Jeff and Carman talk with Christina Liebman, Director of Global Marketing and Digital Strategy, about the iterative website redesign process she recently followed at Advanced Energy Industries. By continuously testing and refining along the way, she was able to meet the objectives set out for the redesign. Christina also discusses the unforeseen challenges she met along the way including working with more vendors than anticipated and educating the team to create mobile-friendly content that would also resonate with international audiences.

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About Kula

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.

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