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 154

Stay Competitive with Asymmetric Marketing Strategies

Featuring David Koerner, VP of Global Marketing for 75F

Using asymmetric marketing can help you stay agile in a highly competitive market, says David Koerner, the VP of Global Marketing for 75F. He and his team have found success by applying an asymmetric lens to their marketing efforts to attract and convert their customers. David believes that marketers need to think outside the box—he talks about examples from Burger King, Five Guys, and Southwest Airlines, where they targeted their audiences in unconventional ways to stay ahead of the competition. Hear more from David Koerner on this episode of The Kula Ring.

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Episode 153

Refine Your Manufacturing Marketing Strategy to Better Target Engineers

Featuring Sannah Vinding, Executive Director of Product Development and Marketing at VCC.

“You have to talk to engineers to get the right information,” says Sannah Vinding, the Executive Director of Product Development and Marketing at VCC, our latest guest on this week’s episode of The Kula Ring podcast. Sannah has a unique mix of skills with a background in mechanical engineering, and a passion for marketing, she shares her tips and advice on how to better engage and target engineers to get them looking at your products and service offerings online. This episode also dives into the impact the pandemic has had on the manufacturing industry. Learn from Sannah how she believes organisations can rethink their marketing strategy to pivot to this new way of working.

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Episode 152

Utilizing the Power of Video in Your Marketing Strategy

Featuring Vern Oakley, CEO & Creative Director of Tribe Pictures

‘Video is the strongest tool to build a brand,’ says our latest guest Vern Oakley, the CEO and Creative Director of Tribe Pictures. Vern is a video marketing expert with over 30 years in the industry creating films, videos, and commercials. Vern talks about why he believes video content is a powerful tool for your marketing strategy. He shares tips on being authentic on camera and how to work with CEOs when filming videos. Learn from Vern’s three decades of industry knowledge on how you can incorporate video into your organization’s marketing strategy.

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Episode 151

Adapting to Rapid Market Expansion with Strategic Content Marketing

Featuring Paul Dailey, Director of Product and Market Strategy at Outback Power.

Staying agile in a competitive market can be a challenge, says our latest guest Paul Dailey, the Director of Product and Market Strategy at Outback Power. Over the past five years, Paul has been focused on transitioning to new technologies and growing Outback’s available market. Paul talks about marketing in a growing industry and the importance of establishing a value proposition as customers’ options expand in the solar panel and equipment industry.

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Episode 150

Using Video to Shorten the Sales Cycle in Manufacturing Marketing

Featuring David Roberge, Marketing Manager at Industrial Packaging

David Roberge, the Marketing Manager at Industrial Packaging, takes a different approach to sales by using video. In this week’s episode, David dives into how he and his team have seen positive sales and engagement growth using video as part of their sales content marketing strategy. Learn from David how he uses customer feedback and queries to create targeted video content his customers want.

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Episode 149

Transforming Engineering Knowledge into Engaging Marketing Content with Technical Writing

Featuring Adam Kimmel, Technical Content Writer & Founder + Principal at ASK Consulting Solutions

Among the manufacturing marketers we talk to, developing technical content that is engaging and meets engineers at their level is a significant challenge. In this week’s episode, Adam Kimmel—a technical content writer for engineers and founder of ASK Consulting Solutions—shares the tricks of the trade. Learn from Adam how to translate engineering knowledge into engaging content people actually want to read.

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Episode 148

Using Data Segmentation to Target Your Ideal Customers

Featuring, Kevin Must, Corporate Marketing & Communication Manager for Cold Jet

It’s all about being customer-centric, says our latest guest, Kevin Must, Corporate Marketing & Communication Manager for Cold Jet. In this week’s episode of The Kula Ring, Kevin talks with Jeff and Carman about how data segmentation is helping him and his team understand their customers and their ideal audience better.

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Episode 147

Humanizing Your Manufacturing Marketing Strategy

Featuring Cindy Deekitwong, the Global Head of Marketing, Incubator Business, Henkel Adhesive Technologies.

Understand your customers better by humanizing your marketing approach. This is what Cindy Deekitwong, the Global Head of Marketing, Incubator Business, at Henkel Adhesive Technologies believes. In this week’s episode of The Kula Ring, Cindy talks about how she and her team use a customer-first marketing approach, which she calls B4E – Business for Everyone.

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Episode 146

How Niche Orientation Impacts Your Manufacturing Marketing Strategy

Featuring, Jeff White and Carman Pirie, Co-Principals of Kula Partners

In this week’s episode, co-hosts and Kula Partners principals, Jeff White and Carman Pirie, talk about niche orientation marketing. They talk about the Niche Navigator, a model and exercise they created to assess and understand where businesses fall ranging from low to high niche market orientation. Listeners can look forward to learning examples of niche market orientation, learn pitfalls that could impact their marketing strategies and tips to enhance their marketing efforts.

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Episode 145

How Manufacturing Marketers Can Leverage Visual Media Solutions

Featuring Jeff Norgord, Marketing and Creative Director, at Gardner Business Media

In this week’s episode, we have guest Jeff Norgord, the Marketing and Creative Director at Gardner Business Media. Jeff talks about the value that media solutions can bring to industrial manufacturing—including increasing brand awareness through a multi-channel approach and helping manufacturers tell more impactful, visual stories. Jeff talks about the importance of print and how it connects with people in a way that digital marketing sometimes can’t. Jeff also touches on the future of the manufacturing marketing trade show industry and its importance to growing and maintaining your network.

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Actionable Marketing Advice for Manufacturers

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