In this episode, Andy Francis, Vice President of Marketing at Q-Lab, joins The Kula Ring to discuss how his team reaches new audiences for their materials-durability testing instruments. Andy explains how Q-Lab tailors content around specific industry standards to attract technical buyers, the balance between paid and organic search, and the company’s evolving approach to generative-AI search optimization. He also shares insights on bridging the gap between marketers and engineers, keeping messaging simple, and how Q-Lab continues to innovate in a highly specialized niche.

In this episode of The Kula Ring, we’re joined by Ruth Stevens, President of eMarketing Strategy and professor at NYU Stern. Ruth explains why retention, reactivation, and expansion are the most underleveraged levers in B2B marketing and how marketers can partner with sales to maximize customer lifetime value. From data-driven “reasons to call” to subscription-based models, Ruth offers tactical advice on how manufacturers can double revenue without acquiring a single new customer.

In this episode of The Kula Ring, we sit down with Tom Greensall, Head of Marketing at BGR, to explore how the company is shifting from a sales-led approach to a marketing-driven growth engine. Tom discusses the challenges of redefining marketing’s role in a traditionally sales-focused industry, building a new website with intent-driven design, and leveraging AI and freelancers to scale a lean marketing team. He also shares how patience, leadership buy-in, and a focus on long-term strategy are key to transforming marketing into a core driver of revenue and growth.

In this episode of The Kula Ring, hosts and Kula Partners co-founders Carman Pirie and Jeff White introduce the Industrial Buyer Pulse, a new quarterly research initiative that uncovers how North American industrial buyers are thinking and behaving today. From buyer confidence and digital enablement to supplier research and supply chain resilience, Carman and Jeff share key findings that will help manufacturers shape go-to-market strategies and align more closely with the realities of their buyers’ journeys.

Defining an ideal customer and sourcing a target account list to match should be easy, but it isn’t. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help, and warn about pitfalls along the way.

In this episode of The Kula Ring, Jeff and Carman explore some unconventional but highly practical applications of artificial intelligence in marketing and sales. Far from the hype of AI replacing humans, Carman shares how he uses AI as a research intern, a sales coaching tool, and a strategic partner in uncovering hidden insights. The discussion dives into improving brand strategies, refining marketing communications for the C-suite, identifying gaps in thought leadership, and building deeper buyer personas. Tune in to discover how AI can enhance expertise in industrial marketing.