--- title: "The Kula Ring Podcast" id: "79" type: "page" slug: "thekularing" published_at: "2022-11-01T17:52:44+00:00" modified_at: "2025-06-06T12:16:32+00:00" url: "https://kulapartners.com/thekularing/" markdown_url: "https://kulapartners.com/thekularing.md" --- # The Kula Ring Podcast Loading… #### Episode 403 Nancy Verdezoto-Feijoo spent 15 years as a reporter and editor in Ecuador before landing in Manitoba as marketing manager at IHT Group, which builds heating, cooling, and lighting systems for the swine industry. She argues the newsroom taught her the one skill industrial marketers most often skip: listen before you speak. Her buyers are technical, deeply experienced, and allergic to buzzwords, and they talk to each other, which means a single bad experience travels faster than any campaign. Nancy walks Jeff and Carman through months-long buying cycles, why proof beats claims, and why she treats marketing as a growth function rather than a support function. [Listen Now](https://kulapartners.com/thekularing/curiosity-is-the-whole-job-building-trust-in-a-tight-knit-deeply-informed-market/?autoplay=true) #### Episode 402 ElectraMet uses electrochemistry to pull copper and other critical minerals out of industrial wastewater — technology invented by PhDs and sold to wastewater managers at the world’s largest semiconductor fabs. Chris Richardson, a communications major with no electrochemical background, has to make that legible without dumbing it down. His answer isn’t better explaining. It’s association: make sure Google and the LLMs know which published scientists belong to your company, then build content on top of that link. Along the way he argues GEO is mostly just SEO done well, that earned backlinks still pay dividends, and that the surest way to win over a camera-shy expert is to show them what the internet already says about them. [Listen Now](https://kulapartners.com/thekularing/your-phds-are-your-seo-strategy-leveraging-the-authority-already-in-the-building/?autoplay=true) #### Episode 401 In a category where production outstrips demand and the end customer cares more about how a room looks than whose logo is on the box, Mauricio Inglada makes a counterintuitive case: the brand that matters most is the one you build with your distribution channel. As VP of Sales & Marketing at Del Conca USA, he walks Jeff and Carman through winning at the channel level — earning distributor trust, removing the fears that quietly kill deals (dead inventory, builder callbacks, the homeowner’s permanent regret), and competing against far larger rivals with a small but relentlessly responsive “Navy Sales” team. Along the way: why Pinterest is a secret intent engine and where AI will reshape the buying cycle. [Listen Now](https://kulapartners.com/thekularing/why-your-distributor-cares-more-about-your-brand-than-your-end-customer-does/?autoplay=true) #### Episode 400 Shane Colella, an Emmy-winning cinematographer turned marketing director at automation firm Westfalia Technologies, makes the case that the agentic era has no historical analog — and that the marketers who win won’t wait for permission to find out. He walks through the agentic infrastructure he’s actually building, from research dashboards to a Claude-and-n8n pipeline that erases hours of list-building, and argues the real bottleneck isn’t technology but getting everyone else on board. Along the way he reframes the fear of lost jobs and vanishing entry-level roles as a perception problem, and lands on a provocation: this moment belongs to disciplined creatives with the clearest vision. [Listen Now](https://kulapartners.com/thekularing/stop-asking-for-permission-why-the-agentic-wild-west-belongs-to-marketers-who-just-build/?autoplay=true) #### Episode 399 Authenticity was a Web 2.0 buzzword — and Luke Wittenbraker, Marketing and Sales Director at Mactech On-Site, argues it matters more than ever now that AI can make every brand sound the same. In this episode, Luke explains why blue-collar buyers see straight through corporate jargon, how he turned ten years of CRM data into short, punchy “job stories” that actually generate leads, and why figuring out what not to work on became his biggest marketing unlock. Along the way he shares a hard-won warning: lean on AI too heavily and you’ll be coached into a groupthink that sounds nothing like you. [Listen Now](https://kulapartners.com/thekularing/keeping-your-brand-voice-authentic-when-ai-makes-everyone-sound-the-same/?autoplay=true) #### Episode 398 When private equity owns the company, the clock is always running — and as Paul Olesh, CEO of Magneto Movement, puts it, everybody has an expiration date. Paul joins Jeff and Carman to explain how that urgency reshapes marketing inside a PE-backed platform: why a long 18-to-30-month sales cycle demands relentless funnel-building, how he holds his acquired brands together under a single Procter & Gamble–style promise, and why he insists marketing isn’t truly effective until the purchase order lands. It’s a candid CEO’s-eye view of building a marketing machine when both time and resources are scarce. [Listen Now](https://kulapartners.com/thekularing/marketing-on-the-clock-in-private-equity-everybody-has-an-expiration-date/?autoplay=true) #### Episode 397 For Impack, a Quebec maker of folder-gluer packaging equipment, video does something a spec sheet can’t: it sells machines prospects often won’t see in person until late in the deal. Brand Creative Lead Dmytro Zhurov explains how a well-produced video becomes proof of a six-figure machine’s quality—when the production matches the price tag, buyers trust that the product does too. He digs into using video to explain complex, sometimes competitor-less machines, why his team flies crews to client sites for documentary-grade footage, and how he prioritizes production around the deals already in flight. The throughline: quality video doesn’t just inform the sale, it justifies it. [Listen Now](https://kulapartners.com/thekularing/when-buyers-cant-touch-the-machine-video-has-to-sell-the-quality/?autoplay=true) Page 1 of 641[2](https://kulapartners.com/thekularing/page/2/) [3](https://kulapartners.com/thekularing/page/3/) [›](https://kulapartners.com/thekularing/page/2/) [»](https://kulapartners.com/thekularing/page/64/) [Reset Filters](#) ### Subscribe ### Get Episodes by Email The Kula Ring is a podcast for manufacturing marketers looking to enhance their impact and grow their organizations. Hosted by Jeff White and Carman Pirie, it features discussions with industry leaders who share their experience, insights and strategies on topics like account-based marketing (ABM), sales and marketing alignment, and digital transformation. The Kula Ring offers practical advice and tips from the trenches for success in today’s B2B industrial landscape. ### 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.