The Kula Ring

A podcast for manufacturing marketers

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 103

5G, AI, and More: A Preview of the ManufacturED Summit 2020

Jeff and Carman discuss a preview of topics that will be featured at the 2020 ManufacturED Summit with Stephen Gold, President and CEO of MAPI.

Leading up to the ManufacturED Summit on October 21, 2020, Jeff and Carman talk with Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI). MAPI is the organization behind the ManufacturED Summit. Topics that will be covered in depth at the Summit are previewed on the podcast, including 5G’s impact on manufacturing, the future of the U.S.-China supply chain, and AI as a puzzle piece for Industry 4.0.

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Episode 102

Game-Changing Lessons from The Kula Ring’s First 100 Episodes

Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring.

In celebration of the first 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie reflect on three game-changing lessons shared by podcast guests over the years. First, reconsidering marketing projects—apps, Ecommerce builds—as iterative, evolving “products”; a conversation with Monique Elliott, former Chief Marketing Officer at ABB Electrification Products, Industrial Solutions. Second, they highlight Greg Palese, VP of Marketing for Klein Tools, and his interview on connecting your brand to higher-tier issues, not just “quality” broadly. Finally, the co-hosts touch on Lisa Butters, GM of GoDirect Trade at Honeywell, and how a legacy manufacturer can drive innovation.

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Customer Feedback Lessons from The Kula Ring’s First 100 Episodes

Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring.

To celebrate 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie share lessons from remarkable podcast guests on customer feedback across the manufacturing enterprise. They reflect on insights from Greg Palmer, Director of Marketing at National Nail, on how to develop a customer-centric approach to product development and marketing. They share thoughts from Tim Bay, Head of Digital Marketing at Fellowes Brands, on how his team leveraged customer feedback to introduce new products. Finally, the co-hosts talk about digital transformation in light of comments from Augie Ray, Senior Research Analyst & Executive Advisor of Customer Experience at Gartner, Inc., on how marketers should focus on CX and customers’ unmet needs.

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Episode 100

ABM Lessons from The Kula Ring’s First 100 Episodes

In The Kula Ring’s 100th episode, co-hosts Jeff White and Carman Pirie reflect on account-based marketing insights from exceptional guests.

To celebrate The Kula Ring’s 100th episode, co-hosts Jeff White and Carman Pirie reflect on account-based marketing insights from exceptional guests. They share lessons from Sangram Vajre, Co-Founder of Terminus, on the strategic nature of ABM; Daniel Englebretson’s 100% win rate using ABM with Phononic; and Fabio Luz’s pilot ABM campaign success at Schneider Electric.

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Episode 99

Re-Imagining IMTS for a Digital Audience

Featuring Michelle Edmonson, Senior Director, Exhibitions Operations and Marketing at The Association for Manufacturing Technology (AMT).

While some manufacturing organizations are reeling from trade show and conference cancellations, others are finding new ways to connect exhibitors, peers, and prospects. This week on The Kula Ring, Michelle Edmonson, Senior Director, Exhibitions Operations and Marketing at The Association for Manufacturing Technology (AMT), talks about transforming The International Manufacturing Technology Show’s (IMTS) 6-day, in-person trade show into a 7-month virtual destination. She talks about bringing new content to the IMTS audience, including live broadcasts, and why the IMTS created a digital platform instead of a virtual trade show booth.

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Episode 98

How Contract Manufacturers Can Boost Supply Chain Transparency

Featuring Carl Breau, CEO, and Jean-Luc Hébert, Vice President, International Sales & Marketing, of Saimen

Is the key to being a successful manufacturing brand actually getting out of manufacturing? In this episode of The Kula Ring, Carl Breau, the CEO of contract manufacturer Saimen, and Jean-Luc Hébert, Vice President, International Sales & Marketing, discuss how manufacturers are handing over production to contract manufacturers so they can shift their core competency to marketing and product development. They talk about how COVID-19 has accelerated the need for supply chain transparency and the role contract manufacturers play in marketing the manufacturing of authentic products.

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Episode 97

How to Replace a Trade Show Presence During the Pandemic

Jim Cermak, host of the Trade Show University podcast

Manufacturing marketers rely on trade shows, but many have been cancelled since the pandemic began. How can marketers replace an in-person trade show presence, at least in the short term, and connect with prospects remotely? Jim Cermak, host of the Trade Show University podcast, talks to Jeff and Carman about how manufacturers are adapting to trade show cancellations and how to translate the elements of a good trade show booth into other kinds of wins.

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Episode 96

How an Industrial Marketer Creates Customized Content

Featuring Adam Beck, Director of Marketing at CADENAS PARTsolutions.

Industrial marketers eager to provide useful content to prospects can only get so far with lunch-and-learns and coffee mugs. This week on The Kula Ring, Adam Beck, Director of Marketing at CADENAS PARTsolutions shares how the company’s tool for creating 3D CAD models enables engineers and other stakeholders to create content marketing assets that improve lead generation.

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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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