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 236

Playing the Long Game Through Passion and Personal Brand

Featuring Kyle Kruse, VP of Marketing at Global Interconnect.

Personal brand is becoming more ubiquitous in the social media age. But, what if your market is incredibly niche and doesn’t have a lot of public facing content currently? How do you leverage a personal brand in that circumstance? Kyle Kruse of Global Interconnect is on the show this week discussing how to create and leverage a personal brand in just that situation. Developing conversations and excitement around the Medtech industry. Get on your brand game!

Listen Now
Episode 235

Telling the Right Story: Diversifying Brand Through New Verticals

Featuring John Buglino, Director of Marketing at Optessa.

The desire to grow and diversify is obviously fairly universal for marketers. The question is how do we break into a new vertical? John Buglino is on the show this week discussing just that. We discuss how he and Optessa are trying to write the stories about new verticals that tell their customers and partners what Optessa can offer them. As well as an ingenious way to use the trust system we have developed with our partners. What are you waiting for? The play button is right there!

Listen Now
Episode 234

Using the Big Long Idea to Climb the B2B Effectiveness Ladder

Featuring Jeff White and Carman Pirie, Principals at Kula Partners.

This week we are going guest less! Jeff and Carman sat down to have a conversation around the B2B effectiveness ladder and how that translates into creating a Big Long Idea. Sorting out how B2B manufacturers with long sales cycles and intricate offerings can build an idea that will inform their marketing for years to come, not quarters. This is a super informative conversation where we dive deep into successes and pitfalls.

Listen Now
Episode 233

The Future Happens Anyway: Being Ready for Tomorrow

Featuring Allen Rozon, Director Marketing Communications at ELTEC

As marketers we are always looking to enable today’s sales. What about the sales of the future? How will the market change? Can we be ready for the next step before it comes? Allen Rozon has put considerable effort into what that looks like for ELTEC. From environmentally sound fluids for their machines to what sales might look like in the high tech future we are all destined for. He is going to share some of his experience and findings with us this week.

Listen Now
Episode 232

Disrupting the Flow: Finding New Paths in an Old Industry

Featuring John Hays, Global Marketing Director at Banjo

Some industries are new, some are old. How do you marry the idea of new and old? John Hays is on The Kula Ring this week discussing just that. John and Banjo are revolutionizing how they communicate with their clients in the AG industry. John is a true professional and a man who thinks outside the box. Enough explanation, get in here and hear it from the man himself.

Listen Now
Episode 231

The Art of Avoiding Selective Messaging

Featuring Charles Lubecke, Management Team Member and Head of Marketing for Q-Railing

Too often in life we are told we can choose one. This or that. But what if we could do away with that? Charles Lubecke and Q-Railing are doing just that, with messaging tailored to one area of the market that doesn’t leave the other areas behind. He shares some of his experience in creating messaging that is inclusive of the very different professionals that will engage with it.

Listen Now
Episode 229

Adding Some Rocket Fuel to Niche Marketing Campaigns

Featuring Ribal Btaddini, Director of Global Accounts and Eric Hyland, Program Manager at Legrand

The title is quite literal. This week The Kula Ring is talking to Ribal Btaddini and Eric Hyland from Legrand. Who have just launched (pun intended) a marketing campaign around sending a rocket space bound. However, who doesn’t get excited about space!? We are diving deep into the value of trackable, tangible ROI’s vs. the emotional, exciting ones. It is a lofty episode, that’s for sure.

Listen Now
Episode 228

Manufacturing Jobs for Manufacturing Companies

Featuring Mike Nager, Business Development Manager for Festo Didactic.

Everyone wants that new thing. What we need however, is someone to build the new thing. That is what keeps Mike Nager of Festo Didactic up at night, making sure the manufacturing workforce of tomorrow is bolstered. Mike is on the show this week discussing how he is trying to ensure that manufacturing jobs stay relevant, in a world of so much competition. You may be surprised to find out that the marketing department could and should play a big role in this.

Listen Now
Episode 227

Managing Dramatically Enhanced Lead Generation

Featuring Brian Critchfield, VP of Global Marketing with Airgain

So, you are a rockstar marketer (obviously) and you have increased incoming leads in a major way. What now? How do you manage that growth, that success? Brian Critchfield of Airgain is on the show this week giving us some insight into managing phenomenal growth (like 12x growth). We talk about helping the sales team with new leads at different stages of the funnel. Managing the huge uptick in data to sift through. And, how to keep everyone on the team engaged and driving the common goal forward.

Listen Now

Actionable Marketing Advice for Manufacturers

Sign up to subscribe to our Strategic Insights for Manufacturing Marketers series:


You are using an outdated browser. Things may not appear as intended. We recommend updating your browser to the latest version.