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.

In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by David Ceballos, Marketing Manager for the Industrial Emissions Division at Testo Instruments. Drawing on his background in automotive sales, David shares a practical, buyer-centric approach to improving lead quality in B2B manufacturing. The conversation explores how asking better questions, reducing unnecessary form friction, and respecting buyer intent can lead to more meaningful sales conversations, stronger trust, and higher-quality MQLs; without sacrificing the customer experience.

In this episode of The Kula Ring, Jeff White and Carman Pirie peel back the curtain on the Q4 edition of the Industrial Buyer Pulse from Kula Partners. Drawing on insights from 258 industrial buyers across the US and Canada, they explore buyer confidence, spending priorities, shortlisting behavior, and the growing role of digital self-service and AI in supplier research. The conversation digs into what actually triggers buying decisions, how often new suppliers are winning deals, where human interaction matters most, and what supply chain risks buyers are navigating today. This episode offers practical insight for industrial marketers and sales teams planning for 2026.