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.

In this episode of The Kula Ring, Alexandra Corey, Director of Marketing at Mosaic Manufacturing, explains how her team leverages global geopolitical shifts, particularly around tariffs and supply chain volatility, to inform their B2B go-to-market strategy. From hosting panels with other innovators to offering vendor-neutral playbooks on additive manufacturing, Mosaic builds trust and drives demand by leading with education and empathy. Alexandra also discusses how automation and scalability are Mosaic’s key differentiators in the evolving 3D printing landscape.

In this episode of The Kula Ring, Elizabeth McKusick, Marketing and E-Commerce Manager at PFERD North America, shares how her team is redefining what it means to support distributors in industrial manufacturing. From building a B2B e-commerce portal with a headless frontend to deploying a robust PIM strategy, Elizabeth details how PFERD enables partners to sell more with better data, more efficient ordering, and ongoing collaboration. Tune in for a conversation about smart platform rollouts, balancing personalization with automation, and why half-hearted e-commerce just won’t cut it.

This week on The Kula Ring, Jay Aguilar, Global VP of Business Development and Marketing at Chance Rides, gives us an inside look at what it takes to market thrills. From classic carousels to massive rollercoasters, Jay explains how Chance Rides uses both B2B and B2C tactics to reach park owners and ride enthusiasts alike. He dives into the importance of brand legacy, how user-generated content influences purchasing decisions, and what it’s like navigating a global market that ranges from zoos to mega-projects in Saudi Arabia. A fascinating discussion on marketing responsibility, generational brand equity, and the power of the nostalgic diesel smell.

This episode of The Kula Ring features Michael Frank, Vice President of Marketing and Communications at Arctic Walk-Ins, a 40-year-old company specializing in custom and quick-ship cold storage. Michael delves into the complexities of marketing to various niches, including the relationship-driven food service sector and the technically nuanced commercial industries. He shares insights into how Arctic Walk-Ins navigates competition, utilizes different marketing tactics for distinct audiences, and adapts to the evolving landscape of digital search, including the rise of AI. The conversation touches on the challenges and opportunities in the manufacturing industry, emphasizing the growing importance of interest-based media and the potential for a renewed appreciation of B2B businesses.

In this episode of The Kula Ring, Alec Graham, Marketing Manager at LEL Critical, shares a provocative take on what marketing can and should be within industrial manufacturing.
Alec explores why marketers must act as the voice of the customer inside the business, how empathy-driven systems can create better outcomes for both users and employees, and why not everything should be measured in a straight line. From customer service gaps to probabilistic strategy, Alec invites listeners to reconsider where the real value of marketing lies: in creating meaningful, lasting experiences that go beyond transactions.