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 117
Repurposing Content Marketing for ABM
Featuring Renee Tarnutzer, Marketing Director, Digital for North America at Kerry.
How can manufacturing marketers repurpose existing content for Account-Based Marketing (ABM) campaigns? In this episode of The Kula Ring, Renee Tarnutzer, Marketing Director for Digital at Kerry for North America, talks about reviewing the company’s bank of content marketing in order to make it fit an ABM model. Additionally, she shares their process for compiling target accounts and optimizing content to serve different verticals.
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Episode 116
Using Lean Methodologies to Enhance Manufacturing Marketing
Featuring Jason Grizzi, Global Director of Marketing at Corning Inc, In-Building Networks.
How can Lean methodologies and processes, which require iteration and imperfection, generate a robust marketing strategy? In this episode of The Kula Ring, Jason Grizzi, Global Director of Marketing at Corning Inc, In-Building Networks, talks about how his team has applied Lean practices to shape their marketing operations. He shares tips for a successful Lean deployment and talks about why cultural transformation is key to Lean processes running smoothly.
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Episode 115
How to Optimize Product Information Across Marketplaces
Featuring Sherry Foster, Co-founder & Partner at AscendX Digital.
As buyers continue to use multiple online channels to purchase, how can manufacturers optimize and manage product information? In this episode of The Kula Ring, Sherry Foster, Co-founder & Partner at AscendX Digital, discusses how manufacturers can effectively customize product information to support the customer journey on their own websites and third-party marketplaces. She also discusses the technologies that enable success as brands get into more marketplaces.
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Episode 114
How Manufacturers Can Overcome Channel Conflict With Ecommerce
Featuring Kris Harrington, President and COO for GenAlpha Technologies.
How can manufacturers overcome channel conflict when setting up an ecommerce platform? In this episode of The Kula Ring, Kris Harrington, President and COO for GenAlpha Technologies, talks about how manufacturers and their networks can leverage the data-sharing and visibility into the customer relationship that ecommerce provides and shares solutions to common channel conflict issues.
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Episode 113
Manufacturing a Self-Service Platform for Customers of All Sizes
Featuring Melanie Virreira, Director, Global Commercial Enablement at Ball Corporation
How can manufacturers better serve customers of various sizes? In this episode of The Kula Ring, Melanie Virreira, Director of Global Commercial Enablement at Ball Corporation, talks about how her team created a digital self-service portal for multiple customer segments. She shares lessons learned from mapping customer journeys on the self-service portal, and how her team integrated the portal with sales.
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Episode 112
How Manufacturing Ecosystems Accelerate Digital Transformation
Featuring Paul Wellener, Vice Chairman of U.S. Industrial Products for Deloitte.
How are trailblazing manufacturers successfully implementing smart factories? In this episode of The Kula Ring, Paul Wellener, Vice Chairman of U.S. Industrial Products for Deloitte, shares insights into Deloitte and the Manufacturers Alliance’s collaborative research on digital transformation in manufacturing. He shares how leveraging ecosystems is key to developing smart capabilities, and discusses how manufacturers are prioritizing different digital practices and relationships.
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Episode 111
How a Manufacturer Standardizes Product Data for CX
Featuring Cynthia Kellam, Global Senior Director, Digital Customer Experience at TE Connectivity.
How can manufacturers with various product portfolios gained from mergers and acquisitions ensure their products are discoverable both on their website and third party domains? In this episode of The Kula Ring, Cynthia Kellam, Global Senior Director of Digital Customer Experience at TE Connectivity, shares how customer experience research led her team to standardize product data in order to improve organic searchability.
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Episode 110
How Manufacturers Can Prioritize Networking at Virtual Events
Featuring Christopher Barger, Senior Director of Communications for SME.
In-person tradeshows and conferences are cancelled for the foreseeable future due to the pandemic, and the exclusive, time-boxed structure of virtual events has presented problems for interactivity. In this episode of The Kula Ring, Christopher Barger, Senior Director of Communications for SME, shares how his team has adapted SMX with virtual networking components and shares why networking should be prioritized in virtual environments.
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Episode 109
Facing the Competition with Strategic Digital Marketing
Featuring David A. Stark, Digital Marketing Transformation Growth Leader.
Legacy manufacturers that previously dominated their verticals now have to contend with new entrants who know how to create focused messaging in digital spaces. In this episode of The Kula Ring, David A. Stark, Digital Marketing Transformation Growth Leader, talks about the value of shifting from a tactical to a strategic digital marketing strategy as competition increases, and how to bolster branding with a strong digital presence in order to reach prospects.
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Manufacturing the Next Generation of Workforce Skills
Featuring Mike Nager, Business Development Manager for the Festo Didactic Solution Center.
As online education becomes the norm and companies like Google no longer require a degree as a job prerequisite, what will educating the manufacturing workforce look like beyond 2020? In this episode of The Kula Ring, Mike Nager, Business Development Manager for the Festo Didactic Solution Center, talks about the role of niche technical education in providing hands-on training for manufacturing technologies and how Festo Didactic is adapting its strategy into the digital space after the pandemic.
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