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 142

Using Archetypes to Differentiate Manufacturing Brands

Featuring Laura Hawkins, Director of Strategy at Kula Partners

Kula’s Director of Strategy, Laura Hawkins explains the benefits of archetypes for manufacturing brands. While the cohesive messaging and marketing models may seem obvious to those familiar with the application of Jungian archetypes, it’s the additional brand power and bottom line impact that truly makes them useful for standing out in a sea of competitors with increasingly consistent brand pillars.

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Episode 141

Musings on Design, UX, User Testing, and Visitor Analysis

Featuring Craig Edis, Creative Director at Kula Partners

Continuing our showcase of the Kula Partners team, Craig Edis, Creative Director, discusses the central role of design in modern marketing for manufacturers. Drawing on more than 17 years of experience, Craig shares insights about what goes into developing outstanding brands, why user testing and visitor analysis is so valuable, and how to always design with the end-user in mind.

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Episode 140

Getting Started With ABM: Gain Early Wins and Avoid Missteps

Featuring Floyd Blaikie, Senior Strategist at Kula Partners

In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.

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Episode 139

3 Core Web Vitals That Impact Website Performance

Featuring Luke Desroches, Frontend Architect at Kula Partners

Jeff and Carman have invited members of the Kula Partners team to showcase their capabilities and provide some tips and tricks to The Kula Ring audience.

In this episode, Luke Desroches, Frontend Architect, describes how continuous learning is a large part of steering the team’s frontend development in the right direction. He also explains the importance of SEO and how Google’s 3 Core Web Vitals impact website performance.

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Episode 138

How a Manufacturing Marketer Leverages HubSpot to Unite Teams

Featuring Yazz Krdzalic, VP of Marketing at Trenton Systems

How can manufacturing marketers apply inbound methodology to the point where multiple departments rely on it? In this episode of The Kula Ring, Yazz Krdzalic, VP of Marketing at Trenton Systems, who is a self-described Hubspot fanatic, talks about how HubSpot has helped align the marketing, sales, and service teams at his organization to grow their customer pipeline, and serve customers better.

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Episode 137

The Power of Storytelling in Manufacturing Marketing

Featuring David Gerson, Director of Marketing at TK Elevator

How do you inform customers what makes your company special in a way that they will actually care about? In this episode of The Kula Ring, David Gerson, Director of Marketing for TK Elevator, talks about how storytelling in manufacturing can create content that connects with customers, and shows them why your solution personally makes sense for them compared to the competition.

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Episode 136

Being Helpful to B2B Prospects Through Marketing

Featuring Tracy Swartzendruber, Marketing Leader, Power Generation and Oil & Gas, GE Digital

In order to understand the needs of B2B prospects and reach them through marketing, how can you provide a helpful experience? In this episode of The Kula Ring, Tracy Swartzendruber, the Marketing Leader of the Power Generation and Oil & Gas division at GE Digital, talks about how UX, cultural language, and feedback can help align your marketing with the ever-evolving needs of customers.

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Episode 135

Bringing ABM to Every B2B Marketing Campaign

Featuring Gladys Fernandez, Marketing Director, Demand Generation at Hitachi ABB Power Grids.

How can B2B manufacturers scale their account-based marketing (ABM) campaigns? In this episode of The Kula Ring, Gladys Fernandez, the Director of Marketing and Demand Generation at Hitachi ABB Power Grids, talks about how she helped establish ABM at the manufacturer, from initial pilot campaigns to having every marketing campaign designed with an account-based approach. She shares best practices for creating pilot ABM campaigns and scaling efforts to larger accounts.

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Episode 134

How a B2B Manufacturer Successfully Sells on Amazon

Featuring Melissa Monteith, former Channel Marketing Leader, Retail Channel Lead for Fluke Corporation.

Should B2B manufacturers sell on Amazon, or do the challenges of maintaining control over branding and pricing outweigh the benefits? In this episode of The Kula Ring, Melissa Monteith, the former Channel Marketing Leader, Retail Channel Lead for Fluke Corporation, shares how the company successfully sells on Amazon. She talks about leveraging product content and integrating it with the Amazon experience and shares advice for maintaining brand control and meeting other common challenges that arise when hosting a B2B channel on Amazon.

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