What happens when a guerrilla marketer enters the world of industrial manufacturing? In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Michael Garza, Marketing Specialist at Sanyo Denki America. Michael shares how his background in street team and experiential marketing, promoting concerts, festivals, and events, shaped his creative approach to B2B marketing. The conversation explores how unconventional thinking, experimentation, and community-focused marketing can bring fresh energy to manufacturing brands. From trade show giveaways to adapting messaging for different verticals, Michael explains why marketers should abandon “set it and forget it” thinking and instead focus on continuous learning, testing, and authentic engagement with their audiences.

What happens when your company not only builds a better product, but creates a whole new category?
In this episode of The Kula Ring, Jeff White and Carman Pirie speak with Florian Neugue, Regional Marketing Manager for North America at A-Safe. Florian explains how A-Safe pioneered polymer safety barriers that flex and return, replacing traditional steel barriers in industrial facilities.
The conversation explores the power of category design in manufacturing markets. Florian outlines why redefining the problem is the first step to building a new category, how marketers must balance education with demand capture, and why patience is critical when shaping how buyers think about safety solutions.
From forklift safety and operational costs to market maturity frameworks and industry standards, this episode offers a practical look at how category creators build long-term market leadership.

In this episode of The Kula Ring, Jeff White and Carman Pirie welcome Maeve Ferguson, founder of Maeve Ferguson Consulting, to explore the power of diagnostic thought leadership. Maeve shares how sophisticated assessments go far beyond traditional quiz funnels, acting as intelligent routing engines that personalize messaging, qualify leads, and optimize sales conversations.
From collapsing long B2B sales cycles to filtering out unqualified prospects, Maeve explains how diagnostics serve as both a value-delivery mechanism and a powerful data play. The conversation dives into lead classification systems, personalization at scale, and how agentic AI is transforming marketing infrastructure. For manufacturers navigating complex buying journeys, this episode reveals how diagnostic experiences can increase close rates, accelerate sales conversations, and build deeper trust with prospects.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with David Kilzer, founder and principal of Strategic Transformation Advisors, to explore the convergence of artificial intelligence and advanced humanoid robotics. Drawing on more than 50 years of experience in automation, David shares why this technological shift may dwarf previous revolutions like the internet and smartphones.
The conversation dives into what makes AI-enabled humanoid robots fundamentally different from traditional industrial automation, why change management and human readiness are critical to success, and how manufacturers can begin preparing today. David introduces the concept of the “Humanoid Readiness Quotient,” a framework to help organizations assess their preparedness for this emerging era. The discussion also explores open-source robot operating systems, the importance of data infrastructure, and the competitive implications of dramatically lower operating costs.
This episode is a forward-looking, practical guide for manufacturing leaders who want to navigate and capitalize on the coming transformation.
To hear more from David on this fascinating topic, please give his Tedx talk a look, you can find that here.

What happens when a manufacturing company applies startup thinking to one of the most conservative industrial sectors? In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Preston Wickersham, Director of Content Marketing at Giga Energy, to explore how vertically integrated manufacturing, founder-led storytelling, and “dogfooding” industrial equipment are reshaping electrical infrastructure and AI data centers. Preston shares Giga Energy’s origin story, their role in powering the AI boom, and what marketers can learn from bringing SaaS-style thinking into heavy manufacturing.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with Cody Warner, Commercial Vice President and Board Member at Deep Trekker, to explore how the company evolved its go-to-market strategy as both the market and its customers matured. Cody shares Deep Trekker’s journey from hustling at trade shows with water tanks and on-the-floor sales to building highly targeted micro events focused on real-world demonstrations, training, and education. The conversation dives into digital thought leadership, customer-led case studies, community building, and why experiential marketing can outperform traditional trade shows, especially in complex B2B, B2G, and defense markets.