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 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.
Listen NowEpisode 88
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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Episode 85
Future-Proof Your B2B Marketing Strategy
Featuring James Soto, CEO of Industrial Strength Marketing
More than most industries, manufacturers know that innovation is key to survival. But what value is placed on marketing efforts during this transition? James Soto, Founder & CEO of Industrial Strength Marketing, talks to Jeff and Carman about how B2B industrial marketers are leading the digital transformation charge and why they need to bring executive leadership on side to foster innovation and explore different brand positions in order to evolve legacy businesses.
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Episode 84
How to Evolve Your Brand Marketing During COVID-19
Featuring Ryan Carlson, Head of Market Development at Healthjump
COVID-19 has created a huge disruption in marketing, one we haven’t seen since the recession in 2008, says Ryan Carlson, Head of Market Development for Healthjump. He shares insights on how to evolve your brand marketing when your customer base is facing a new reality.
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Episode 83
How a B2B Manufacturer Pilots Success with ABM
Featuring Fabio Luz, Latin America Media Team Leader and North America Digital Media Strategist at Schneider Electric
When it comes to creating account-based marketing (ABM) campaigns, more companies are stuck in strategy mode versus putting a program into practice. Fabio Luz, Latin America Media Team Leader and North America Digital Media Strategist at Schneider Electric, shares his account-based marketing pilot process, which helped the company identify target accounts and move them down the sales pipeline.
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