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 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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Episode 144
Successful Strategies for Marketing and Selling Into Science
Featuring Jarett Nickerson, VP of Sales and Marketing at C-Therm Technologies
How is selling into science different than your typical B2B approach? In this episode of The Kula Ring, Jarett (Jay) Nickerson, VP of Sales and Marketing at C-Therm Technologies, discusses how they use problem-specific content and product-specific content for marketing and selling into science within different industries. He also describes the impact of the pandemic on how virtual demos are conducted.
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Episode 143
Fostering a Quality Assurance Culture for Marketing Teams
Featuring Wade Prue, Director of Operations at Kula Partners
Wade Prue, Kula’s Director of Operations, discusses the importance of fostering a culture of quality assurance testing for marketing teams within manufacturers. Learn how to apply QA thinking to any marketing initiative in the manufacturing organization.
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Using Archetypes to Differentiate Manufacturing Brands
Featuring Laura Hawkins, Director of Strategy at Kula Partners
Kula’s Director of Strategy, Laura Hawkins explains the benefits of archetypes for manufacturing brands. While the cohesive messaging and marketing models may seem obvious to those familiar with the application of Jungian archetypes, it’s the additional brand power and bottom line impact that truly makes them useful for standing out in a sea of competitors with increasingly consistent brand pillars.
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Musings on Design, UX, User Testing, and Visitor Analysis
Featuring Craig Edis, Creative Director at Kula Partners
Continuing our showcase of the Kula Partners team, Craig Edis, Creative Director, discusses the central role of design in modern marketing for manufacturers. Drawing on more than 17 years of experience, Craig shares insights about what goes into developing outstanding brands, why user testing and visitor analysis is so valuable, and how to always design with the end-user in mind.
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