The Kula Ring podcast is essential listening for manufacturing marketers who want to grow their digital presence and compete online.
Sponsored by Kula Partners—an agency committed to helping leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition—The Kula Ring podcast features conversations about marketing, sales, and technology with top manufacturing executives from across North America.
The Kula Ring podcast is co-hosted by Kula Partners principals, Carman Pirie and Jeff W. White, both of whom are frequently sought after for their digitally-focused B2B expertise. They regularly share their insights with audiences including conferences like B2B Online and HubSpot’s INBOUND, the Gardner Manufacturing Marketer blog, and other podcasts focused on B2B marketing and technology.
Episode 47
Managing a Major Campaign Pivot During a Product Portfolio Change
Featuring Jacki Lutz, Global Head of Marketing Communications and Intelligence of Sensata Technologies
Jacki Lutz, Global Head of Marketing Communications and Intelligence, talks with Carman and Jeff about how Sensata Technologies made a product portfolio change last year, causing them to pivot midway through a major marketing campaign. The campaign was centered on their legacy product, Schrader valves—a product they were no longer selling.
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Episode 46
Using Earned Media as a Source of Content Marketing
Featuring David Ward, Director of Public Affairs at the Association of Equipment Manufacturers
David Ward, Director of Public Affairs at the Association of Equipment Manufacturers, brings his public relations perspective to The Kula Ring, sharing insights on how manufacturing marketers can use earned media as a source of content marketing, the importance of internal communications, and how virtual reality (VR) is being used in marketing and public affairs.
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Episode 45
A Look at a B2B Digital Transformation with 20/20 Hindsight
Featuring Brian Richards, Digital Marketing Supervisor at Gardner Denver
Brian Richards, Digital Marketing Supervisor at Gardner Denver, shares his insights on how he led a digital transformation in his previous role at Knapheide Manufacturing—moving from push marketing tactics to pulling customers through their distribution network.
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Episode 44
Redefining Goals While Managing the Digital Transformation of Sales & Marketing
Featuring Kellie De Pooter, Global Marketing Manager at G&W Electric
Kellie De Pooter, Global Marketing Manager at G&W Electric, discusses her approach to redefining G&W Electric’s goals on this episode of The Kula Ring. To stay competitive in the marketplace, her new manufacturing marketing department supports product development and sales and manages new digital marketing initiatives.
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Episode 43
How Manufacturing Marketers Can Get Buy-in for Digital Initiatives
Featuring Alex Lovdahl, Digital Experience Manager at Brandt
Alex Lovdahl, Digital Experience Manager at Brandt, talks with Jeff and Carman on The Kula Ring about getting leadership’s buy-in for digital marketing initiatives by using results to demonstrate their effectiveness.
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Episode 42
How Manufacturing Marketers Can Help B2B Buyers During Their Self-Directed Research Process
Featuring Google's Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead
Jeff and Carman talk with Google’s Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead, in this episode of The Kula Ring. With at least two thirds of B2B buyers preferring to conduct their own research online according to Google’s study with Comscore, they discuss how manufacturing marketers can adapt their marketing strategies to reach B2B buyers throughout their self-directed research process.
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Episode 41
It’s Not About Price or Product: Solve Your Buyers’ Problems
Featuring Mark Mitchell
Mark Mitchell of Whizard Strategy, a consultancy that specializes in building materials sales and marketing, shares the keys to differentiating your manufacturing brand and winning over buyers. Mark’s advice? It has nothing to do with product features or price—rather, it has to do with how well you understand your buyer’s business and how well you can help them solve their problems.
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Episode 40
Building a B2B Brand That Customers Love
Featuring Greg Palese
Greg Palese, VP Marketing at Klein Tools, proves that brand-building isn’t just for B2C. He shares his experiences marketing an iconic manufacturing brand—including how to nurture brand fans and how Klein Tools is shaping the conversation around the trades skills gap, resulting in over $38 million in earned media.
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Episode 39
Creating an Effective Sales Enablement Content Strategy
Featuring Sarah Carson
Sarah Carson from packaging design and manufacturing company, Rohrer, talks about bringing together marketing and sales teams from two organizations, building in-house capabilities, and her approach to creating powerful sales enablement content.
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Episode 38
How Manufacturers Can Sell Better to Architects (From an Architect’s Point of View)
Featuring Vincent Van Den Brink
Vincent Van Den Brink, Architect Partner at Breakhouse, talks with Jeff and Carman about how manufacturers can improve the ways they provide value to technical buyers and architects during the sales process by thinking beyond a free lunch.
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