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 216
How to Humanize B2B With Design Thinking
Featuring Jas Kaur, Marketing & Digital Experience Manager at Ellsworth Adhesives
In this episode of The Kula Ring, Ellsworth Adhesives Marketing & Digital Experience Manager Jas Kaur talks about how her background in design thinking has helped her lead her organization toward a more human-centric approach to B2B. Her “business to everything” philosophy is guiding a tightly integrated marketing and digital team’s efforts in making their customers’ buying process fast, efficient, and intuitive.
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Episode 215
How a German-Owned Manufacturer Markets Regionally Within the US
Featuring Jon LaPorta, Vice President, Marketing, Pfannenberg USA
Jon LaPorta, Vice President, Marketing, describes to Carman and Jeff how he has helped transform the marketing at Pfannenberg USA—the American arm of a German-owned manufacturer. Jon’s team works locally in order to appeal to the US market. Although they continue to align with headquarters on content and branding, this has allowed them to implement marketing automation, create their own website, and simplify their messaging.
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Episode 214
How Manufacturing Marketers Can Get Buy-in for Digital Initiatives
Featuring Alex Lovdahl, Digital Experience Manager at Brandt
Alex Lovdahl, Digital Experience Manager at Brandt, talks with Jeff and Carman on The Kula Ring about getting leadership’s buy-in for digital marketing initiatives by using results to demonstrate their effectiveness.
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Episode 213
Golden Opportunities in eCommerce for Manufacturers
Featuring Curt Anderson, B2BTail
eCommerce expert, Curt Anderson from B2Btail, discusses common challenges manufacturers face when it comes to launching an online store, how to best overcome those challenges to boost online sales, and why certain manufacturers can gain a competitive advantage by simply selling online.
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Episode 212
Using Customer Feedback to Improve Your Marketing
Featuring Tim Bay, Head of Digital Marketing at Fellowes Brands
In this episode of The Kula Ring, Jeff and Carman talk with Tim Bay, Head of Digital Marketing at Fellowes Brands, about how manufacturers can use customer feedback to improve their marketing, approaches to introducing brand new products to the marketplace, and the benefits of working for a 100 year-old family-owned business.
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Episode 211
Business Professionals Are Human Too: Engaging B2B Prospects Online
Featuring Ross Simmonds, Digital Marketer, Speaker, and Entrepreneur
In this episode of The Kula Ring, Jeff and Carman chat with Ross Simmonds, Digital Marketer, Speaker, and Entrepreneur who specializes in B2B. They discuss B2B topics including the heartbeat of SEO, the viability of Facebook for B2B, and the threat of Amazon. They also talk about how providing value is key to engaging your B2B prospects online, no matter what the platform.
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Episode 210
Creating an Effective Sales Enablement Content Strategy
Featuring Sarah Carson, Director of Marketing at Rohrer
Sarah Carson from packaging design and manufacturing company, Rohrer, talks about bringing together marketing and sales teams from two organizations, building in-house capabilities, and her approach to creating powerful sales enablement content.
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Episode 209
The Golden Rule of Sales & Marketing Optimization
Featuring Carman Pirie and Jeff White
For manufacturers optimizing marketing and sales processes to drive revenue performance, there’s one rule that stands out above all others. In this episode of The Kula Ring, Jeff and Carman dissect the Golden Rule of sales and marketing optimization while highlighting several illustrative examples.
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Episode 208
Defining Your Ideal Customer Profile and Finding Your Target Accounts
Featuring Carman Pirie and Jeff White
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.
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Niche Moves for Manufacturers that are Less Niche
Featuring Carman Pirie and Jeff White
It doesn’t matter if you call it a niche or a nitch, how big yours is will determine your best next marketing moves. In this episode of the Kula Ring, Jeff and Carman explore examples of B2B manufacturers with large, almost B2C-style niches driving results by getting closer to end user customers.
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