Episode 354

Marketing the Invisible: How Nanosys Continues to Bring Quantum Dots to Market

Jeff Yurek

Featuring Jeff Yurek, Vice President of Marketing at Nanosys

September 2, 2025

In this episode of The Kula Ring, Jeff Yurek, VP of Marketing at Nanosys, discusses the unique challenges of marketing breakthrough nanotechnology. He explains quantum dots, tiny semiconductor particles that emit precise, tunable light for displays and imaging, and how he built awareness through blogging and storytelling, fostering relationships with global brands despite the technology’s inherent secrecy. Jeff also explores the future of B2B marketing, content creation, and the importance of staying curious in a rapidly evolving landscape.

Episode 348

Marketing the Thrill: Inside the Amusement Ride Industry with Jay Aguilar

Jay Aguilar

Featuring Jay Aguilar, Global VP of Business Development & Marketing at Chance Rides

July 22, 2025

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.

Episode 347

Cold Storage, Warm Leads: Marketing to Diverse B2B Niches

Michael Frank

Featuring Michael Frank, Vice President of Marketing and Communications at Arctic Walk-Ins

July 15, 2025

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.

Episode 342

Marketing the Trades: Presenting Fulfilling Careers to the Next Generation

Brittany Bachman

Featuring Brittany Bachman, VP of Sales and Marketing at Boulter Industrial Contractors

June 10, 2025

In this episode of The Kula Ring, Brittany Bachman, Vice President of Sales and Marketing at Boulter Industrial Contractors—a 133-year-old rigging and transport company—shares how she uses marketing to bridge the gap between tradition and innovation. From her roots in nonprofit social media management to running recruitment campaigns for industrial companies, Brittany discusses her journey and how she’s leveraging hands-on events and social media to inspire a new generation of talent in the skilled trades. She also explores the dual challenge of promoting both customer value and career opportunities, often through the same channels.

You won’t want to miss this one!

Episode 341

Global Brand, Local Execution: How AI and Automation Can Change Marketing for Manufacturers

Olivier Bousette

Featuring Olivier Bousette, Marketing Manager at Rittal Canada

June 3, 2025

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.

Episode 334

How to Create a New Product Category and Grow Demand

Stephanie Nolan

Featuring Stephanie Nolan, VP Sales and Marketing at Square Robot

April 15, 2025

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.

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.