In this episode of The Kula Ring, we sit down with Cynthia Barnes, Global Marketing Content Specialist and Community Relations Manager at Clark Material Handling. Cynthia shares Clark’s unique approach to marketing, which centers on authentic community engagement and philanthropy rather than traditional product-focused advertising. She delves into the origins of their “Raising Hope” initiative, inspired by the company owner’s personal story of resilience and the kindness of strangers. Discover how Clark leverages its volunteer paid time off program and the “Champions Club” to foster a purpose-driven workforce and strengthen community ties. Cynthia also offers valuable advice for brands looking to deepen their connection with the nonprofit world, highlighting key trends and effective strategies. This conversation reveals how genuine care for the community can become a powerful differentiator, attracting both talent and customers who share similar values.

In this special episode of The Kula Ring, co-hosts Carman Pirie and Jeff White flip the script as Carman interviews Jeff about his UX and accessibility POVs inspired by the 2025 Industrial Buyer Pulse research. They explore how industrial websites must evolve to support self-serve quoting, mobile accessibility, and B2B e-commerce experiences that foster trust. Jeff discusses how integrating functionality, maintaining design consistency, and honouring complexity can transform manufacturing sites into powerful sales tools.
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In this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Dan Gingiss, Chief Experience Maker at The Experience Maker, about why customer experience is the ultimate competitive differentiator. Dan breaks down his WISE framework and explains how manufacturers can apply these principles to create memorable, talk-worthy moments that drive word-of-mouth. From finding fun in everyday touchpoints to creating immersive sensory experiences, Dan reveals practical ways to humanize your brand and make every interaction remarkable.

When Jackie Slaght joined E Tech Group, she didn’t expect to become the “accidental B2B marketer.” Now as Director of Marketing Communications, she’s helping unify a global team through storytelling and a newly launched podcast, Beyond Tech. In this episode, Jackie shares how the show amplifies technical voices, strengthens internal communication, and fuels eTech’s growing brand presence across multiple global locations.

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.