Episode 351

Looking the Part: How Snaptron’s Marketing Caught Up to Its Product Leadership

Nicole Kangos

Featuring Nicole Kangos, Marketing Director at Snaptron

August 12, 2025

In this episode of The Kula Ring, Nicole Kangos, Director of Marketing at Snaptron, shares the story of how an engineering-led manufacturer undertook a major brand refresh, without big-agency budgets or losing sight of its core values. Nicole walks us through how she built trust with leadership, leveraged internal and external insights, and strategically positioned Snaptron to maintain its market leadership amid increasing competition. From winning executive buy-in to aligning the brand with the company’s true innovation story, this episode offers a practical and inspiring look at what it really takes to modernize a manufacturing brand from the inside out.

Episode 339

From SKUs to Strategy: Shaping a Successful B2B E-Commerce Strategy

Tyler Simmons

Featuring Tyler Simmons, Ecommerce manager at Energy Management Corporation

May 20, 2025

This week, Tyler Simmons shares his journey from summer intern to marketing and e-commerce leader at Energy Management Corporation, and how that path through sales and marketing has uniquely positioned him to bridge the gap between the two. Tyler breaks down the realities of running a successful e-commerce platform in the B2B manufacturing space. He discusses how talking directly with customers and internal sales teams provides critical feedback and why consistency beats one-time wins when scaling a digital storefront. If you’re navigating the grind of e-commerce in B2B manufacturing, this episode is packed with grounded insights, tactical takeaways, and a refreshing dose of honesty.

Episode 281

Bringing Beauty to Industrial Manufacturing Marketing

Herbert Staten Jr.

Featuring Herbert Staten Jr., Marketing Director at MBC Aerosol Filling Machinery

April 2, 2024

Herbert Staten Jr. joins The Kula Ring this week to talk about highlighting the beauty of the product you manufacture. Herbert discusses how he considers emotion and personal engagement when developing marketing strategies in industrial manufacturing. We also discuss the potential for vertical differentiation in social media platforms. This fantastic chat offers a refreshing approach to industrial B2B marketing.

Episode 276

Creating Efficacy Through Proper Analytics

Robby Berthume

Featuring Robby Berthume, Head of Marketing at Digitize Designs

February 27, 2024

Robby Berthume, Head of Marketing at Digitize Designs is on the show this week. Robby shares some of the expertise that he has honed throughout his varied career. We talk about the need for implementing good measurement through strong metrics to ensure your marketing efforts are effective. He also shares some good advice on staying excited and keeping some personality in your corporate brand.

Episode 179

How a Manufacturer Standardizes Product Data for CX

Cynthia Kellam

Featuring Cynthia Kellam, Global Head of Digital & Enterprise Customer Experience at TE Connectivity.

April 12, 2022

How can manufacturers with various product portfolios gained from mergers and acquisitions ensure their products are discoverable both on their website and third party domains? In this episode of The Kula Ring, Cynthia Kellam, Global Head of Digital & Enterprise Customer Experience at TE Connectivity, shares how customer experience research led her team to standardize product data in order to improve organic searchability.

Episode 177

Lessons from a Successful B2B Manufacturing Website Redesign

Christina Wegner

Featuring Christina Wegner, Vice President of Marketing at The Vollrath Company

March 29, 2022

Before diving headfirst into a website redesign project, what are the moving parts a B2B marketer or other internal stakeholders should consider? Christina Wegner, Vice President of Marketing for The Vollrath Company, joins Jeff and Carman on The Kula Ring to talk about building the right foundation for your manufacturing company’s website redesign. She talks about developing a “listen-first” approach by assembling a stakeholder team early on in order to identify redesign objectives from feedback across departments.

The Kula Ring is a podcast for manufacturing marketers looking to enhance their impact and grow their organizations.

Hosted by Jeff White and Carman Pirie, it features discussions with industry leaders who share their experience, insights and strategies on topics like account-based marketing (ABM), sales and marketing alignment, and digital transformation. The Kula Ring offers practical advice and tips from the trenches for success in today’s B2B industrial landscape.

About Kula

Kula Partners is an agency that specializes in maximizing revenue potential for B2B manufacturers.

Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.