For our final episode in the Holiday Series we are returning to our chat about creating a brand made for loyal customers. Klein Tools has been manufacturing tools made for trades people for over 165 years. In today’s episode, we sat down with Greg Palese, Vice President of Marketing at Klein Tools, to discuss how they continue to grow engaged customer relationships. By speaking directly with end users, Klein Tools is able to deepen relationships and increase sales. Even more, Greg discusses how they focus on solving end user problems by visiting job sites to see first-hand how Klein Tools can help their customers.

For our second episode in our Holiday Series we are taking a second look at when we chatted with Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity, again to discuss how collecting and using digital data can create better customer experiences. She explains their journey of building a better Voice of Customer system to help all business units in TE Connectivity make customer-focused decisions. Cynthia explains how she avoids survey fatigue, uses automation techniques, and visualizes data for actionable success.

For the first episode in our 2025 Holiday Series we are looking back at our conversation with Augie Ray, Senior Research Analyst and Executive Advisor of Customer Experience at Gartner, about how CX is the most important aspect of marketing and how to focus on customers’ unmet needs.

In this episode of The Kula Ring, Hall of Fame keynote speaker and AI technology creator Sam Richter joins Jeff and Carman to explore how AI, search tools, and thoughtful research can help sales teams become dramatically more relevant to prospects. Sam shares why modern buyers expect sellers to arrive informed, how to use AI and search more effectively, and why “customer relevance management” should replace traditional CRM thinking. He also explains how understanding what prospects truly care about improves trust, opens conversations, and drives more successful sales outcomes. This conversation is packed with practical tactics and sharp insights for any manufacturing marketer or salesperson navigating today’s digital-first buying environment.

Carl Tolbert, author of The 10 Immutable Laws of the Industrial Distribution Specialist and head engineer at Malloy Electric, joins The Kula Ring to discuss how industrial distribution is evolving in a world of consolidation, AI, and direct-to-customer manufacturing. He shares insights from interviews with 32 industry leaders and explains why value-added specialists are key to the survival of distributors, how brands can better collaborate with them, and what’s next for the industrial supply chain.

In this special episode of The Kula Ring, co-hosts Carman Pirie and Jeff White flip the script as Carman interviews Jeff about his UX and accessibility POVs inspired by the 2025 Industrial Buyer Pulse research. They explore how industrial websites must evolve to support self-serve quoting, mobile accessibility, and B2B e-commerce experiences that foster trust. Jeff discusses how integrating functionality, maintaining design consistency, and honouring complexity can transform manufacturing sites into powerful sales tools.
You can find the full report here