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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Women in Manufacturing Episodes

Episode 206

Paving the Way for More Women in Manufacturing

Featuring Meaghan Ziemba from Mavens of Manufacturing

Posted on October 18, 2022

Mavens of Manufacturing host Meaghan Ziemba started the live video broadcast series to help close the gender and skills gap in the manufacturing industry. The show is a place for women in the male-dominated industry to share their stories and support one another, as well as offer mentorship for women at the start of their careers. The Mavens community also works with the education system in the US to better inform young women and girls about manufacturing or engineering career pathways.

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Episode 202

Humanizing Your Manufacturing Marketing Strategy

Featuring Cindy Deekitwong, the Global Head of Marketing, Incubator Business, Henkel Adhesive Technologies.

Posted on September 20, 2022

Understand your customers better by humanizing your marketing approach. This is what Cindy Deekitwong, the Global Head of Marketing, Incubator Business, at Henkel Adhesive Technologies believes. In this week’s episode of The Kula Ring, Cindy talks about how she and her team use a customer-first marketing approach, which she calls B4E – Business for Everyone.

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Episode 193

Building a Voice of Customer System to Enhance Customer-Centric Decision Making

Featuring Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity

Posted on July 19, 2022

In today’s episode, we chatted with Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity, again to discuss how collecting and using digital data can create better customer experiences. She explains their journey of building a better Voice of Customer system to help all business units in TE Connectivity make customer-focused decisions. Cynthia explains how she avoids survey fatigue, uses automation techniques, and visualizes data for actionable success.

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Episode 189

Developing a Third-Party and Distribution Channel Ecommerce Strategy

Featuring Jacki Lutz, Global Head of Communication, Training and E-commerce, Aftermarket, at Sensata Technologies

Posted on June 21, 2022

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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Episode 183

How Manufacturers Can Connect With Audiences Through Authentic Storytelling

Featuring Kristin Fallon, Vice President of Brand & Digital Marketing at GE Healthcare

Posted on May 10, 2022

Building a storytelling program takes time and patience for an organization to understand their purpose and brand. In today’s episode we welcome back Kristin Fallon, Vice President of Brand and Digital Marketing at GE Healthcare. Kristin walks us through the planning process behind a captivating and long-term storytelling program and her experience working in the healthcare industry during COVID. She provides details on how manufacturers can create their own storytelling program with marketing and strategy tools including templates and a storytelling wrangler.

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The Kula Ring

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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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