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 95
The Digital Strategy of a Network Manufacturing Platform
Featuring Aaron Lichtig, VP of Growth Marketing, Xometry
Aaron Lichtig, Vice President of Growth Marketing shares how Xometry uses a digital approach on going to market as a network-based manufacturing platform. The two-sided network uses content marketing to attract customer demand, and partner acquisition marketing activities to secure the supplier side of the business. Xometry’s overall marketing is based on Google’s See, Think, Do, Care model, which is discussed more on this episode of The Kula Ring. Aaron also has some great stories to share as a former Jeopardy champion and the host of the podcast, OK Xoomer.
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Episode 94
From Metrics to Relationships: A B2B Marketer’s Leap to B2B2C
Featuring Dirk Mortensen, Marketing Manager for ARB 4x4 Accessories, North America
What is the role of a B2B2C marketer? In this episode of The Kula Ring, Dirk Mortensen, Marketing Manager for ARB 4×4 Accessories, North America, talks about his move from B2B to B2B2C marketing. He talks about making the shift from a heavy metrics-driven B2B background in business equipment to creating B2B2C marketing programs for consumer goods where success is more dependent on emotional connection and empathy.
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Episode 93
How a Manufacturer Evolved Its Digital Marketing Over the Decade
Featuring Eoin Vincent, Senior Global Marketing Technology Manager at Olympus
The last decade has seen a dramatic change in the way manufacturers, marketers, and agencies approach the web. In this episode of The Kula Ring, Eoin Vincent, Senior Global Marketing Technology Manager at Olympus, shares his experience creating successful manufacturing marketing content over the last 11 years. He talks about how he manages his team as the work becomes increasingly digital and the evolution of marketing organizations from generalists to specialists.
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Episode 92
Using Video to Optimize Your Customer Base and Supply Chain
Featuring Darrin Mitchell, CEO of Trout River Industries
While other industries are overloaded with content, manufacturers operating in niche verticals have the unique opportunity to own the content space. In this episode of The Kula Ring, Trout River Industries Owner Darrin Mitchell talks about how the company’s 6-million-view YouTube channel and content marketing strategy have transformed the manufacturer from the “underdog” to industry authority.
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Episode 91
How Customer Collaboration Informs B2B Marketing
Featuring manufacturing marketing veteran Ahsan Javed
Digital marketing enables manufacturers to fine-tune their tactics down to their best-fit accounts, but it can also create a false expectation that each marketing engagement can provide a guaranteed ROI. In this episode of The Kula Ring, Ahsan Javed, manufacturing marketer veteran, talks about his customer collaboration framework and how his background in engineering and marketing guides his iterative approach to co-creating products and solutions.
Listen NowEpisode 90
How B2B Manufacturers Can Avoid Channel Conflict
Featuring Kevin O’Boyle of InterMetro Industries
How can manufacturers optimize their ecommerce presence and avoid conflict with their sales channels? In this episode of The Kula Ring, Kevin O’Boyle, InterMetro Industries’ Director of Marketing and Digital Business Solutions, talks about guiding the manufacturer’s channel conflict strategy during a recent ecommerce launch.
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Episode 89
5 Tips for Manufacturers Launching Ecommerce Projects
Featuring marketing veteran Chris Rice
B2B manufacturers launching ecommerce environments need to shift how they sell and interact with customers in the marketplace. Chris Rice, Director of eCommerce, Sales, and Marketing, shares his top 5 must-do tips for getting an ecommerce operation underway at a B2B company.
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What Can a B2B Manufacturer Achieve Through Sales and Marketing Automation?
Featuring Andrew Vocaire, Director of Digital Strategy at Ravago
B2B manufacturers with limited addressable markets are expanding their reach by translating best practices from sales relationships into automated environments. Andrew Vocaire, Director of Digital Strategy at Ravago, a global plastic production and distribution company, shares insights into the company’s experimentation with digital tools and processes to acquire market share.
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Episode 87
Optimizing an ABM Campaign Using Engagement Metrics
Featuring Sergio Lemus, Senior Manager, Demand Generation at Cooper Lighting Solutions
Account-Based Marketing (ABM) is designed to reach your best-fit accounts with highly focused and relevant messages. But what happens when your target accounts don’t convert on the products or actions you serve them? Sergio Lemus, Senior Manager, Demand Generation at Cooper Lighting Solutions, shares conversion challenges from the company’s first ABM campaign, and how they turned things around to benefit from 100% engagement on target accounts.
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Episode 86
Using Blockchain to Secure Your Supply Chain
Featuring Mark Manning, Founder & CEO of iTRACE Technologies
A secure supply chain enables consumers to authenticate products at point of purchase, which adds value. Mark Manning, Founder & CEO of iTRACE Technologies, talks about creating a “digital twin” of a product in a blockchain ledger and using the iTRACE app to deter counterfeit production in a manufacturer’s own supply chain.
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