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 107

Effectively Translating Marketing Goals Into the Digital Space

Featuring Jaclyn Wallace, Director of Marketing for Nederman Division North America.

Marketing plans developed last year for 2020 look drastically different now because of the pandemic—not just in the tradeshow arena, but also how new markets are identified. In this episode of The Kula Ring, Jaclyn Wallace, Director of Marketing for Nederman Division North America, covers a variety of topics including how the pandemic is forcing marketing and sales to effectively adapt into the digital space, how customers are driving new business, and the importance of knowledge extraction.

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Episode 106

Integrating Marketing into the Manufacturing Enterprise

Featuring Heather Smriga, Marketing Communications Manager of EaglePicher Technologies.

In lean manufacturing environments that focus on product development, how can organizations prevent marketing from becoming an afterthought? In this episode of The Kula Ring, Heather Smriga, Marketing Communications Manager of EaglePicher Technologies, shares how the company’s Voice of the Customer research is fueled by feedback across the enterprise and provides insights on how leveraging different talents in the organization improves their approach to marketing strategy.

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Episode 105

How a B2B Manufacturer Leverages Data Sharing to Improve CX

Featuring John Joyce, Global Marketing Director of Brennan Industries.

Customer demand for real-time data is driving manufacturers to build web-enabled systems to share information more efficiently across channels. In this episode of The Kula Ring, John Joyce, Global Marketing Director of Brennan Industries, talks about how he helped his organization make data more accessible to their distribution channels and partners. He shares insights on how leveraging data improves customer experience and the role of the marketing department in implementing customer-facing technology.

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Episode 104

What is the Future of the U.S.-China Supply Chain?

Featuring Rob Atkinson, Founder and President of the Information Technology and Innovation Foundation (ITIF).

Leading up to the ManufacturED Summit on October 21, 2020, Jeff and Carman talk to Rob Atkinson, Founder and President of the Information Technology and Innovation Foundation (ITIF), on how U.S.-China relations are affecting manufacturers, particularly North American firms with supply chains in China. Rob shares insights on how manufacturers are economically decoupling from China while participating in a global supply chain that supports U.S. interests.

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Episode 103

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

Featuring Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (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

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

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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