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 86
Using Blockchain to Secure Your Supply Chain
Learn how iTRACE Technologies helps companies secure their supply chain using blockchain technology.
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
James Soto, CEO of Industrial Strength Marketing, on how industrial marketers are leading digital innovation and can help evolve legacy businesses.
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
Ryan Carlson, Head of Market Development at Healthjump, shares insights on marketing to your customer base during major disruptions.
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
How Fabio Luz piloted an account-based marketing campaign at Schneider Electric, an energy management and automation company.
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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Episode 82
How Podcasting Fits Into a B2B Manufacturing Marketing Strategy
Featuring Iris Weeden, Director of Marketing at MacroFab
Should B2B manufacturers step into the already-crowded podcasting arena? Iris Weeden, Director of Marketing at MacroFab, says the MacroFab Engineering Podcast is the company’s content engine with the added bonus of generating leads and revenue. She shares how the podcast drives traffic and conversions to the website, how they’ve grown to 5,000 downloads per week, and how they choose topics for the podcast and blog.
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Episode 81
Eight Ways to Get Started With Ecommerce
Kula Ring Hosts Jeff and Carman share eight ecommerce ideas that manufacturers can implement relatively quickly without a large budget.
More manufacturers are moving their business online than ever before and the pandemic has accelerated that timeline. Jeff and Carman present eight different ideas on how you can stand up an ecommerce platform relatively quickly without a large budget and use of resources.
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Episode 80
Manufacturing a Virtual Factory Tour
Jeff and Carman discuss ways to harness technology and staff to make virtual factory tours while prospects are social distancing due to COVID-19.
Many manufacturers have not stopped working during the pandemic and they have continued to buy and sell from other manufacturers. So how does the sales team close a B2B sale without having the factory tour as a successful “club in the bag” when prospects are social distancing? Jeff and Carman discuss ways to harness technology and knowledgeable staff to make a virtual factory tour a personalized, meaningful experience for each prospect.
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Why Marketers Should Build Accessible Websites
Kula Ring hosts Jeff and Carman discuss integrating accessibility features into your website and how they harmonize with conversion goals.
Why do marketers avoid website accessibility considerations? In this episode of The Kula Ring, Jeff W. White talks about where marketers fall short when building websites and web content for all users, and how accessibility features and conversion goals can work together to build a good user experience.
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Common Mistakes Marketers Make When Building Websites
Kula Ring hosts Jeff and Carman discuss factors that impact website design and common mistakes marketers and designers make when they build websites.
Websites that marketers and other stakeholders are being asked to create are more and more complex, and at the same time, generic templates are on the rise. On The Kula Ring, Jeff White talks to Carman Pirie about how marketers can move beyond the aesthetics of the web build to thinking holistically, considering how information is organized and ensuring it meets accessibility requirements.
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Why the Funnel is Flawed for B2B Manufacturers
Kula Ring hosts Jeff and Carman on why the inbound marketing sales funnel fails B2B manufacturers and how to humanize marketing for target accounts.
The inbound marketing sales funnel suggests there’s an unlimited amount of traffic and leads, but how does that strategy scale when you’re a manufacturer with a limited number of prospects? On The Kula Ring, Carman Pirie and Jeff W. White discuss why the funnel doesn’t work in a B2B context and how manufacturers can shift to a more human-centered approach that focuses on a small number of target accounts using a blend of campaign tactics including inbound and account-based marketing strategies.
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