In this episode of The Kula Ring, Olivier Bousette, Head of Marketing at Rittal Canada, shares his perspective on how B2B manufacturers can use automation to scale their marketing efforts, especially when working with small teams or serving global markets. Olivier explores how automation tools like AI-generated social media posts and chatbots can free up time for higher-value marketing work while helping maintain brand consistency across regions. He also addresses the challenges of adapting HQ-created content to local markets, navigating team churn, and aligning regional and global marketing priorities. This episode offers valuable insights for marketers managing complex product messaging across distributed teams and geographies.

In this episode of The Kula Ring, Angela Jackson, Marketing Director at Clark Pacific, unpacks how the company is transforming the building industry’s understanding of prefabrication. Angela discusses Clark Pacific’s strategic pivot from bespoke project work to a productized approach, emphasizing how designing for manufacturing creates efficiencies, enhances quality, and accelerates timelines.

She explores the challenges of marketing to traditionally hard-to-reach stakeholders like building owners and architects, and shares how Clark Pacific invests heavily in education. Angela also highlights how internal culture has adapted to embrace creativity within standardized systems and how being consistently specced into projects marks a major marketing milestone.

If you’re in manufacturing, architecture, or construction and especially if you’re exploring how to scale with a product-based mindset, this conversation offers valuable insights into how to align innovation, communication, and execution in a complex industry.

In this episode of The Kula Ring, Phil Harris of Paulo Heat Treating shares an honest and insightful look into the often murky handoff between sales and marketing. Phil walks us through how fostering a shared understanding of responsibilities and handoff qualifications combats inter-team tensions and strengthens leads. He discusses the mounting pressure on sales teams, the demand for higher-quality leads, and how a lack of SDR infrastructure in manufacturing intensifies these challenges.
Phil outlines how redefining lead qualification and raising the bar for sales engagement significantly improved alignment and results. Plus, he shares actionable insights on using evergreen content, doubling down on newsletters, and experimenting with high-intent CTAs. If you’re a marketer in manufacturing struggling with lead quality, ownership, or sales enablement, this conversation will hit home.

In times of economic uncertainty, many manufacturers instinctively pull back on marketing, but according to Una de Boer, that’s exactly the wrong move. In this episode of The Kula Ring, Una joins hosts Carman Pirie and Jeff White to challenge the idea that marketing should take a backseat when times get tough. She shares practical, data-driven strategies for manufacturers looking to grow revenue through diversified customer bases, without breaking the bank.

From assessing existing customer data for hidden opportunities to taking the first steps into international markets through scalable digital campaigns, Una outlines how B2B manufacturers can move beyond their comfort zones with confidence, securing new business from a wider variety of geographies and cultures. She also explores how changing markets can help revitalize core marketing efforts and why now might be the perfect time to reexamine product-market fit.

Whether you’re trying to get your leadership team to see the value of investing in marketing or looking to extend your brand’s reach globally, this episode is packed with actionable advice for growth-minded marketers.

In this episode of The Kula Ring, Stephanie Nolan of Square Robot shares how submersible robotics is transforming tank inspections. We also dive into the marketing and sales strategies that innovative solution utilizes.
Introducing cutting-edge tech into a risk-averse industry isn’t simple. Stephanie dives into the challenge of marketing something most people don’t even know exists, and how a fully integrated sales and marketing team is using account-based marketing, webinars, and targeted messaging to drive adoption.
From the importance of building the right contact list to adapting messaging across industries and organizational levels, this episode is full of actionable insights for marketers navigating niche markets with complex buying committees.
If you’ve ever wondered how to get traction when you’re competing with “how it’s always been done,” this episode’s for you.

Bringing a new product to market is no small feat, especially in the B2B manufacturing space, where development cycles are long and expectations are high. In this episode of The Kula Ring, Stu Accola shares his expertise on the nuances of successful product launches, from crafting an effective go-to-market strategy to aligning marketing and sales teams for maximum impact.
He breaks down the critical differences between a business case and a go-to-market plan, the importance of customer involvement in product development, and why proof points are often overlooked but essential for building credibility.
Whether you’re launching into an existing category or creating demand for something entirely new, Stu’s insights will help manufacturing marketers refine their approach and drive greater success.