Is your B2B manufacturer’s marketing and sales strategy shaped by “The Funnel”? The funnel model is a modern mainstay, suggesting that marketing’s job is to bring prospects into the “top” of the funnel through a variety of tactics, convert them into leads, qualify and handle them, pass them to sales to assess the opportunities, and […]
Halifax-based digital agency Kula Partners today announced the release of Synchrostack, a proprietary integration platform which helps businesses using WooCommerce—the most popular ecommerce platform on the web—connect ecommerce with their entire tech stack. Synchrostack is marketed beyond Kula Partners’ manufacturing focus and is borne out of the demand for savvy ecommerce businesses to be able […]
I’ll start with a question: do you know if your website can easily be accessed and used by someone with a disability? Many marketers don’t know that guidelines exist for developing an accessible website, let alone that if their website is not designed and maintained to be accessible by people with disabilities, that they’re actually […]
This article was originally published on the Gardner Business Media Marketing Blog. There is one common brand positioning trap that captures more manufacturers than any other. In fact, the trap is so commonplace that many actually believe it is folly to not fall into it. Ask most manufacturers to define what sets them apart from their competitors, and […]
Manufacturers face a number of unique challenges when it comes to their websites. There are factors that typically make manufacturing websites different, such as B2B ecommerce, or dealer and distributor models. Manufacturing websites, perhaps more than sites in any other industry, serve as a critical piece of your buyer’s journey. No one is a better authority […]
Kula Partners—a digital firm based in Halifax, Nova Scotia, Canada and serving manufacturing clients across North America—has launched The Kula Ring: a podcast made for manufacturing marketers by manufacturing marketers. The Kula Ring features conversations with top manufacturing executives from across the continent. Focusing on marketing, sales, and business development, the podcast seeks to uncover […]
Manufacturing marketers working with a distributor or dealer network face unique challenges. Among them is that sinking feeling of frustration we can have as marketers when we know we’re generating leads, but we’re unsure of how they’re being managed after we send them into the dealer network. Too often, when we think about accountability in […]
If you offer a product or service that requires a very defined type of buyer, chances are you should be marketing your product or service with just as much focus. High-value accounts that are qualified to purchase your product may deserve more of your undivided attention—perhaps to the point that you individually tailor your tactics […]
Your leads are armed with more information than ever, and they’re often savvy enough to do the research required to make a decision before they make first contact with your organization. So what does that mean for you when you’re trying to attract and nurture leads and win more customers? And how do you set […]