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 123

How an Industrial Manufacturer Partners with Startups to Unlock New Revenue Streams

Featuring Ryan Knox, Director of Marketing & Innovation at Flexfab.

Flexfab is an industrial B2B manufacturer who designs and manufactures highly-engineered products in a wide variety of materials and designs for the aerospace, automotive, rail, and heavy-duty truck industries. In this episode of The Kula Ring, Ryan Knox, Director of Marketing & Innovation at Flexfab, talks about the company’s initiative to connect innovative startups with industrial companies to leverage emerging technologies within their manufacturing processes. Ryan talks about how Flexfab draws on existing relationships and industry connections to establish new revenue streams and foster innovation within industrial industries that are often overlooked.

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Episode 122

How a Manufacturer Made Video Its Biggest Marketing Tool

Featuring Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions.

Video marketing is not new, but many B2B manufacturers are still searching for a strategy. In this episode of The Kula Ring, Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions, shares how she helped make video the company’s biggest marketing tool. She talks about the resourcing effort, why video is important for manufacturers to invest in, and how Morrison leverages video content to help prospects envision how to use their solution.

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Episode 121

Tips for Piloting Account-Based Marketing for B2B Manufacturers

Featuring Taylor Narewski, Global Marketing and Communications Director, at ARCA

Like many B2B manufacturers, ARCA sells to a small number of very specific niche markets. Targeting a small list of banks and credit unions who could benefit from ARCA’s cash automation and recycling solutions, their marketing team crafted highly personalized one-to-one account-based marketing campaigns and successfully generated awareness and opportunities within key accounts. Learn how ARCA successfully piloted ABM on this week’s episode of The Kula Ring podcast.

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Episode 120

Managing Career Paths for Manufacturing Marketing Teams

Featuring Ryan Benbo, Senior Director of Marketing at Vermeer.

Career development planning and performance assessment can be a challenge for internal marketing teams. In this episode of The Kula Ring, Ryan Benbo, Senior Director of Marketing at Vermeer, talks about the framework they have developed to coach and grow their marketing team’s capabilities. Additionally, he discusses how Vermeer has been able to attract more than 70 talented team members to establish a cross-functional team that acts as an internal agency.

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Episode 119

Building a Personal Brand With a Manufacturing Podcast

Featuring Adam Peek, Business Development and Channel Partnership Manager at Fortis Solutions Group and Host and Founder of the People of Packaging Podcast.

As younger prospects prioritize digital spaces for information-gathering and networking, how can manufacturers create influential, opportunity-generating content? In this episode of The Kula Ring, Adam Peek, Business Development and Channel Partnership Manager at Fortis Solutions Group and Host and Founder of the People of Packaging Podcast, talks about using social platforms to build a personal brand and how he translated visibility gained from the podcast into new business opportunities. Additionally, he talks about how his experience as a former pastor and full-time packaging industry expert plays into his podcast content and he shares tips for how to create and own content that no one else is talking about.

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Episode 118

How a Manufacturer Leverages a Distributor-First Ecommerce Model

Featuring Jeff Bercume, Director of CX Marketing at Berry Global.

How can manufacturers leverage their distributor relationships through ecommerce? In this episode of The Kula Ring, Jeff Bercume, Director of CX Marketing at Berry Global, shares how the company’s subsidiary brand, Laddawn.com, operates as an ecommerce site with a distributor-first model. He talks about how the website’s workflow is geared towards distributors, and how this ecommerce configuration can address capacity issues across manufacturing.

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Episode 117

Repurposing Content Marketing for ABM

Featuring Renee Tarnutzer, Marketing Director, Digital for North America at Kerry.

How can manufacturing marketers repurpose existing content for Account-Based Marketing (ABM) campaigns? In this episode of The Kula Ring, Renee Tarnutzer, Marketing Director for Digital at Kerry for North America, talks about reviewing the company’s bank of content marketing in order to make it fit an ABM model. Additionally, she shares their process for compiling target accounts and optimizing content to serve different verticals.

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Episode 116

Using Lean Methodologies to Enhance Manufacturing Marketing

Featuring Jason Grizzi, Global Director of Marketing at Corning Inc, In-Building Networks.

How can Lean methodologies and processes, which require iteration and imperfection, generate a robust marketing strategy? In this episode of The Kula Ring, Jason Grizzi, Global Director of Marketing at Corning Inc, In-Building Networks, talks about how his team has applied Lean practices to shape their marketing operations. He shares tips for a successful Lean deployment and talks about why cultural transformation is key to Lean processes running smoothly.

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Episode 115

How to Optimize Product Information Across Marketplaces

Featuring Sherry Foster, Co-founder & Partner at AscendX Digital.

As buyers continue to use multiple online channels to purchase, how can manufacturers optimize and manage product information? In this episode of The Kula Ring, Sherry Foster, Co-founder & Partner at AscendX Digital, discusses how manufacturers can effectively customize product information to support the customer journey on their own websites and third-party marketplaces. She also discusses the technologies that enable success as brands get into more marketplaces.

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Episode 114

How Manufacturers Can Overcome Channel Conflict With Ecommerce

Featuring Kris Harrington, President and COO for GenAlpha Technologies.

How can manufacturers overcome channel conflict when setting up an ecommerce platform? In this episode of The Kula Ring, Kris Harrington, President and COO for GenAlpha Technologies, talks about how manufacturers and their networks can leverage the data-sharing and visibility into the customer relationship that ecommerce provides and shares solutions to common channel conflict issues.

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Actionable Marketing Advice for Manufacturers

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