In this episode of The Kula Ring, Phil Harris of Paulo Heat Treating shares an honest and insightful look into the often murky handoff between sales and marketing. Phil walks us through how fostering a shared understanding of responsibilities and handoff qualifications combats inter-team tensions and strengthens leads. He discusses the mounting pressure on sales teams, the demand for higher-quality leads, and how a lack of SDR infrastructure in manufacturing intensifies these challenges.
Phil outlines how redefining lead qualification and raising the bar for sales engagement significantly improved alignment and results. Plus, he shares actionable insights on using evergreen content, doubling down on newsletters, and experimenting with high-intent CTAs. If you’re a marketer in manufacturing struggling with lead quality, ownership, or sales enablement, this conversation will hit home.

In this episode of The Kula Ring, Casey Cheshire introduces the concept of “Disconnected Marketing,” the slow, creeping separation between marketers and their customers caused by over-reliance on tech and automation. Casey shares how launching a podcast helped him reverse that disconnect by creating real, human connections with customers, starting relationships with generosity rather than a sales pitch.
Alongside hosts Carman Pirie and Jeff White, Casey explores the importance of knowing your customers by name, and even more critically, understanding their real pains and challenges. They discuss how podcasting serves as a powerful tool to foster reciprocity, build authentic relationships, and bring marketing teams back to their foundational role as the voice of the customer.
For B2B manufacturing and beyond, this conversation is packed with insights on how marketers can reconnect with the people they serve and create genuine growth opportunities.

In times of economic uncertainty, many manufacturers instinctively pull back on marketing, but according to Una de Boer, that’s exactly the wrong move. In this episode of The Kula Ring, Una joins hosts Carman Pirie and Jeff White to challenge the idea that marketing should take a backseat when times get tough. She shares practical, data-driven strategies for manufacturers looking to grow revenue through diversified customer bases, without breaking the bank.

From assessing existing customer data for hidden opportunities to taking the first steps into international markets through scalable digital campaigns, Una outlines how B2B manufacturers can move beyond their comfort zones with confidence, securing new business from a wider variety of geographies and cultures. She also explores how changing markets can help revitalize core marketing efforts and why now might be the perfect time to reexamine product-market fit.

Whether you’re trying to get your leadership team to see the value of investing in marketing or looking to extend your brand’s reach globally, this episode is packed with actionable advice for growth-minded marketers.

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.

Bringing a new product to market is no small feat, especially in the B2B manufacturing space, where development cycles are long and expectations are high. In this episode of The Kula Ring, Stu Accola shares his expertise on the nuances of successful product launches, from crafting an effective go-to-market strategy to aligning marketing and sales teams for maximum impact.
He breaks down the critical differences between a business case and a go-to-market plan, the importance of customer involvement in product development, and why proof points are often overlooked but essential for building credibility.
Whether you’re launching into an existing category or creating demand for something entirely new, Stu’s insights will help manufacturing marketers refine their approach and drive greater success.

In this episode of The Kula Ring, we sit down with Fuad Hasanovic, Director of Marketing at Kamps Pallets, to uncover the fascinating world of pallet recycling, supply chain optimization, and sustainability. Kamps Pallets has evolved from a small operation retrieving discarded pallets to a nationwide leader in comprehensive pallet lifecycle management. Fuad shares how the company has embraced innovation, from Total Pallet Management programs to data-driven supply chain strategies that help manufacturers reduce waste and lower costs.
We also explore how education plays a critical role in shifting the industry’s mindset from price to total cost, and why the future of pallets might just be a key indicator of economic health. Plus, a few fun stories—like Carman’s experience as a human forklift and Jeff’s childhood bike ramp experiments!