The Kula Ring

A podcast for manufacturing marketers

The Kula Ring podcast is essential listening for manufacturing marketers who want to grow their digital presence and compete online.

Sponsored by Kula Partners—an agency committed to helping leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition—The Kula Ring podcast features conversations about marketing, sales, and technology with top manufacturing executives from across North America.

The Kula Ring podcast is co-hosted by Kula Partners principals, Carman Pirie and Jeff W. White, both of whom are frequently sought after for their digitally-focused B2B expertise. They regularly share their insights with audiences including conferences like B2B Online and HubSpot’s INBOUND, the Gardner Manufacturing Marketer blog, and other podcasts focused on B2B marketing and technology.

Episode 56

Taking a Customer-Centric Approach to Product Development and Marketing

Featuring Greg Palmer, Director of Marketing, National Nail

Greg Palmer, Director of Marketing at National Nail, talks with Carman and Jeff about how the marketing and product teams work together to use a customer-centric approach to product development. They also discuss which channels National Nail finds successful when launching products including trade shows, social media, and print.

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Episode 55

Using a Listening-First Strategy to Create Effective Marketing

Featuring Jen Miret, Director of Marketing, Bendheim

Jen Miret, Director of Marketing at Bendheim, describes the listening strategy she uses to create marketing that resonates with specialty architectural glass and systems customers. Tools such as keyword research, social media, and public relations enable Jen to identify market opportunities so that Bendheim can better serve its customers.

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Episode 54

Smart Factory Adoption, Rethinking Education, and Jumpstarting Digital Manufacturing: ManufacturED Special Compilation Part 2

Featuring Paul Wellener, Vice Chairman of Deloitte LLP and Leader of the US Industrial Products & Construction Practice; Dr. Gary Bertoline, the Dean of Purdue Polytechnic Institute; and Raj Batra, President of Digital Industries at Siemens USA.

As official media sponsors at ManufacturED 2019 in Chicago, The Kula Ring had the pleasure of podcasting onsite, interviewing leaders at the forefront of digital transformation in manufacturing.

This special compilation episode focuses on smart factory adoption, rethinking education, and jumpstarting digital manufacturing. Hear three short interviews with Paul Wellener, Vice Chairman of Deloitte LLP and Leader of the US Industrial Products & Construction Practice; Dr. Gary Bertoline, the Dean of Purdue Polytechnic Institute; and Raj Batra, President of Digital Industries at Siemens USA.

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Episode 53

Finding Top Talent and Enabling Your Teams To Do ‘Deep Work’: ManufacturED Special Compilation Part 1

Featuring Stephen Gold, CEO of MAPI; Cal Newport, acclaimed author; and JoAnna Sohovich, CEO of The Chamberlain Group

As official media sponsors at ManufacturED 2019 in Chicago, The Kula Ring had the pleasure of podcasting onsite, interviewing leaders at the forefront of digital transformation in manufacturing.

This special compilation episode focuses on the importance of finding top talent and enabling your teams to do ‘deep work’, including three short interviews with Stephen Gold, CEO of MAPI; Cal Newport, acclaimed author; and JoAnna Sohovich, CEO of The Chamberlain Group.

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Episode 51

Manufacturing Better Marketing, Sales, and C-Suite Alignment

Featuring Irina Kem, Director of Marketing at PACKPRO Systems

Irina Kem, Director of Marketing at PACKPRO Systems, is on a mission to smash the glass wall between marketing and sales. With over 15 years’ experience in B2B marketing, her advice to younger marketers is to get out of their offices and into important conversations happening between the sales department and the C-suite. Without a better fundamental understanding of their own business’s processes and pain points, Irina says marketers are setting themselves up for failure—but the path to B2B marketing success becomes clear in this episode of The Kula Ring.

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Episode 50

Customer-Centric B2B Channel Management in the Age of Amazon

Featuring D. Bruce Merrifield, President of Merrifield Consulting Group Ltd. and partner at Waypoint Analytics

D. Bruce Merrifield of the Merrifield Consulting Group and Waypoint Analytics brings over 40 years of B2B insight to this episode, in which he talks about how Amazon Business applied learnings from their overwhelming success in online consumer sales to take on legacy B2B distribution channels. Bruce says manufacturers need to radically transform their relationships with distributors—and distributors must reinvent their business models—not only to succeed, but to survive in the Age of Amazon.

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Episode 49

Embracing Industry 4.0: Technology Adoption in Manufacturing

Featuring Paul Wellener, Vice Chairman, Deloitte LLP, and U.S. Industrial Products and Construction Leader, Deloitte Consulting LLP

Paul Wellener—Vice Chairman, Deloitte LLP, and U.S. Industrial Products and Construction Leader, Deloitte Consulting LLP—provides early insights into Deloitte and MAPI’s collaborative research on technology adoption in manufacturing, being released at the ManufacturED Summit happening September 16-18 in Chicago. He shares which factors are critical to success in digital transformation, along with different approaches to implementing digital practices in the context of Industry 4.0—offering manufacturers a way forward regardless of adoption level.

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Episode 48

Accelerating Digital Transformation in Manufacturing

Featuring Stephen Gold, President & CEO of MAPI

In the lead up to the 2019 ManufacturED Summit happening in Chicago September 16-18, Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI), shares his outlook on digital transformation in manufacturing. He discusses the dynamics shaping digital transformation in the industry—including its implications for marketing and sales—along with the highlights attendees can look forward to at this year’s conference.

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Episode 47

Managing a Major Campaign Pivot During a Product Portfolio Change

Featuring Jacki Lutz, Global Head of Marketing Communications and Intelligence of Sensata Technologies

Jacki Lutz, Global Head of Marketing Communications and Intelligence, talks with Carman and Jeff about how Sensata Technologies made a product portfolio change last year, causing them to pivot midway through a major marketing campaign. The campaign was centered on their legacy product, Schrader valves—a product they were no longer selling.

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