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

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.

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

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.

Bringing Beauty to Industrial Manufacturing Marketing

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.

Creating Efficacy Through Proper Analytics

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.

How a Manufacturer Standardizes Product Data for CX

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.

Lessons from a Successful B2B Manufacturing Website Redesign

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.
