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 70
Maximize Your Resources by Consolidating Your Tech Stack
Featuring Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac
With a small centralized marketing team tasked with digital transformation, step one for Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac, was to evaluate the company’s websites. On The Kula Ring, Jon discusses with Jeff and Carman the challenges and benefits of consolidating their tech stack, including sacrificing flexibility to be able to do more for less.
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Episode 69
How to Humanize B2B With Design Thinking
Featuring Jas Kaur, Marketing & Digital Experience Manager at Ellsworth Adhesives
In this episode of The Kula Ring, Ellsworth Adhesives Marketing & Digital Experience Manager Jas Kaur talks about how her background in design thinking has helped her lead her organization toward a more human-centric approach to B2B. Her “business to everything” philosophy is guiding a tightly integrated marketing and digital team’s efforts in making their customers’ buying process fast, efficient, and intuitive.
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Episode 68
Troubleshooting + Time: Tips For Manufacturing Content Success
Featuring David Holliday, Director of Product Marketing at ProMach and founder of LabelingNews.com
In this episode of The Kula Ring, manufacturing content veteran David Holliday, Director of Product Marketing at ProMach and founder at LabelingNews.com, shares his experience creating successful, problem-solving B2B content. Among his top tips: own your platform, build your personal brand, think long-term, and don’t try too hard to rank—be a problem-solver instead.
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Episode 67
Creating a Unified Content Strategy Across a Global Marketplace
Featuring Courtney Sperlich, Marketing Director at The Duha Group
In this episode of The Kula Ring, Courtney Sperlich—Marketing Director at The Duha Group, an international manufacturer of colour marketing tools—discusses her organization’s challenges in scaling and interpreting marketing content for global and local customers. Colour has universal impact, but its appeal can vary dramatically between geographical regions. Courtney talks with Jeff and Carman about her 16-year career at The Duha Group and how they approach digital transformation, content distribution, and marketing their expertise to a diverse range of buyers.
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Episode 66
Engineering a Manufacturing Marketing Skill Set
Featuring Jason Cappiello, Market Intelligence Analyst at Kanthal
In this episode of The Kula Ring, Market Intelligence Analyst Jason Cappiello describes how Kanthal (and its parent company, Sandvik) approaches hiring and developing skilled talent—including marketers with technical backgrounds—for a complex B2B business. He discusses his own journey, which took him from an engineering degree to a sales role to his current manufacturing marketing position.
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Episode 65
How Manufacturers Can Translate “Engineer Speak” Into Benefit-Focused Content
Featuring Lisa Hargrove, Director of Sales and Marketing at LS Industries
Lisa Hargrove, Director of Sales and Marketing at LS Industries, shares with The Kula Ring her approach to taking highly technical content and reframing it in a way that’s accessible and appealing to customers. She also explains why you should never underestimate the effort it takes to write good content as part of a website redesign.
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Episode 64
The Ultimate Five-Factor Model for User-Centric Design
Featuring Yazin Akkawi, founder and principal product designer at MSTQ
MSTQ founder and principal product designer Yazin Akkawi discusses why he has moved away from demographics and toward a five-factor OCEAN model to build more accurate and useful buyer personas, and how user-centric design can enhance the entire customer journey.
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Episode 63
Transform Your Business With Account-Based Marketing
Featuring Sangram Vajre, Co-Founder & Chief Evangelist at Terminus
Sangram Vajre—co-founder of Terminus, the SaaS platform for account-based marketing—discusses how ABM can transform your business on The Kula Ring. Sangram is a leading mind in B2B marketing as host of the FlipMyFunnel Podcast and author of ‘Account-Based Marketing for Dummies’ and ‘B2B is ABM’. He talks with Jeff and Carman about ABM’s strategic nature and how it aligns the goals and metrics of sales and marketing.
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Episode 62
A B2B Manufacturer’s 100% Win Rate With ABM
Featuring Daniel Englebretson, Director, Growth Marketing and Demand Generation at Phononic
Daniel Englebretson—Director, Growth Marketing and Demand Generation at B2B manufacturer, Phononic—shares his account-based marketing process which helped him achieve a 100% win rate in a tier one campaign over 10 months.
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Episode 61
A Manufacturing Brand Integration Playbook
Featuring John Eklund, Vice President, Marketing at ProMach
John Eklund, Vice President of Marketing at ProMach, joins Jeff and Carman on The Kula Ring to discuss his playbook for integrating multiple companies into their house of brands after they are acquired. From collateral updates and cross-selling to websites and a centralized tech stack, learn how ProMach brings their acquired companies into the fold.
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