---
title: "When Buyers Can’t Touch the Machine, Video Has to Sell the Quality"
id: "18276"
type: "podcast"
slug: "when-buyers-cant-touch-the-machine-video-has-to-sell-the-quality"
published_at: "2026-06-30T03:05:00+00:00"
modified_at: "2026-06-29T15:45:16+00:00"
url: "https://kulapartners.com/thekularing/when-buyers-cant-touch-the-machine-video-has-to-sell-the-quality/"
markdown_url: "https://kulapartners.com/thekularing/when-buyers-cant-touch-the-machine-video-has-to-sell-the-quality.md"
excerpt: "For Impack, a Quebec maker of folder-gluer packaging equipment, video does something a spec sheet can’t: it sells machines prospects often won’t see in person until late in the deal. Brand Creative Lead Dmytro Zhurov explains how a well-produced video..."
taxonomy_podcast_category:
  - "Content Marketing"
  - "Marketing Strategy"
---

#### Episode 397

**June 30, 2026**

For Impack, a Quebec maker of folder-gluer packaging equipment, video does something a spec sheet can’t: it sells machines prospects often won’t see in person until late in the deal. Brand Creative Lead Dmytro Zhurov explains how a well-produced video becomes proof of a six-figure machine’s quality—when the production matches the price tag, buyers trust that the product does too. He digs into using video to explain complex, sometimes competitor-less machines, why his team flies crews to client sites for documentary-grade footage, and how he prioritizes production around the deals already in flight. The throughline: quality video doesn’t just inform the sale, it justifies it.

##### *When Buyers Can’t Touch the Machine, Video Has to Sell the Quality* Transcript:

**Jeff White:** Welcome to The Kula Ring, a podcast for manufacturing marketers brought to you by Kula Partners. My name is Jeff White, and joining me today is Carman Pirie. Carman, how you doing, sir?

**Carman Pirie:** You, you know, Jeff, I’m feeling like our listeners haven’t gotten an, a Halifax weather update in a few minutes. So, um, so we have a nice weather day today. So you ask how I’m doing, I’m doing well. Like, it’s sunny and, uh, as hopeless Canadians, like our mood is completely driven by weather

**Jeff White:** Yeah, it didn’t get above, uh, 10 degrees Celsius much last week, so yeah,

**Carman Pirie:** Yes, I’ll translate that into Fahrenheit for our other listeners. Cold. Yeah. And, uh, yeah, so there you go. But, um, I’m, I’m excited for today’s conversation. I think it’s, um… You know, we, we, we often talk about, go-to-market strategies. We get very, technical or tactical in certain areas or…

We don’t always, um, end up having conversations so much about the more creative side of, um, you know, marketing in, in, in, in B2B industrials and,

**Jeff White:** Or specific mediums and how

**Carman Pirie:** yeah. I mean, it’s not like we ignore it, but it’s maybe just not the general, uh, meat and potatoes of the podcast, as it were. So I’m, uh, I’m excited for a bit of a different diet in today’s, uh, edition

**Jeff White:** Indeed, should be interesting. So joining us today is Dmytro Zhurav. He’s the brand creative lead at Impack. Welcome to The Kula Ring, Dmytro

**Dmytro Zhurov:** Hello. Welcome. Nice to be here

**Carman Pirie:** It’s great to have you on the show, Dmytro. But, uh, what, um, what do y’all do at Impack? Why don’t you start by telling our listeners what the company does, and then we’ll learn a bit more about how you ended up there maybe

**Dmytro Zhurov:** Sure. So Impak is a company based in Quebec, in, um, in like a rural area of Quebec, in, in a tiny, tiny town called Saint-Jacques. I actually, um, had pleasure of living there for like one and a half years approximately. It’s a, it’s a lovely little place. Um, the company produces equipment for paper, um, or rather say for the carton manufacturing industry.

So if you go to the store and you see all the products in the paper, uh, or carton boxes, so these boxes, uh, producing our clients, and we manufacturing equipment for like processing of these boxes. It’s, it’s hard to explain, for, for people who are outside of the industry just because it’s such a, such a niche, but, uh, yeah, that’s, uh, that’s interesting, I guess.

**Jeff White:** The good news is that most of our listeners are also selling really weird esoteric things to other really weird esoteric companies to be used in processes that the public doesn’t really necessarily get to see. So I– hopefully they’ll understand.

**Carman Pirie:** It’s one of the kind of cool things about this space. There’s always like, yeah, it’s like, feels like you’re always, uh, you know, uncovering something that you didn’t even really know existed before. It’s like, “Wait, we have to, I suppose we have to make that. Yeah.” Yeah,

**Jeff White:** Somebody’s gotta make the thing that makes it.

**Carman Pirie:** Exactly. Very cool. Well, Dmytro, how did you end up there?

**Dmytro Zhurov:** Yeah. Sorry, I just wanted to add that when I get, uh, when I got hired, uh, like around three years ago, it took me a week probably to find out what they are doing actually, just because, like I’ve got the job and then what are you guys doing here? What, what exactly is the equipment, what it does?

And then, uh, everybody was explaining me, you know, from, from different standpoints. So I, yeah, I don’t, I don’t blame anyone if, uh, if it’s not completely clear what we are doing,

**Jeff White:** So you got the job because you had a certain set of skills, but not necessarily because you understood the industry particularly great at the start.

**Dmytro Zhurov:** Yeah, that’s it. That’s it, yeah. It took me a while.

**Carman Pirie:** Well, so talk about how you ended up there. What, uh, give us a bit about your background and, uh, that led you to Impack

**Dmytro Zhurov:** Sure. S-so if you, as you could guess from my accent, I, I, I came from Ukraine, then I moved to Russia, lived there for, for several years, and then I had, like, a little production company there, um, video production company. So I worked with small businesses, um, creating videos for them, doing some marketing for them.

But it, it were, um, it were mostly, like, local companies, so, like, small businesses and things like that. So then after war started in Russia and Ukraine, that, that part of the world, you know, we, we moved to Montreal, to Canada. Uh, and I wanted to actually continue in this field, but, you know, like, language and all the rest of the limitations kept, kept me for, for a while, um, like, away from that.

But then, yeah, I was, I was able to find this job. I-I’m, I’m really grateful to, to the company and people I worked with. Um, yeah, so that’s the background.

**Carman Pirie:** That’s a, that’s not a, that’s not a normal background that we hear about on the show. It’s really interesting and, uh, and, uh, and I’m, I’m excited that you’ve found a, a place at Impack to, uh, I guess, to ply that craft, uh, to continue, uh, that production work. And it’s kinda the center of the conversation today is talking about the application of video and kind of the, the role that it plays in, uh, Impack’s marketing and how you feel it assists in the sales side as well.

I kinda wanna begin to, uh, unpack that a little bit, if I could. Uh, yeah, you know.

**Dmytro Zhurov:** Unpack the Impack.

**Carman Pirie:** How, uh, uh, so o- over your, your time at Impack, I, I, I’m assuming you’ve increased the amount of video production happening there. Can you give our listeners a bit of a, a texture around the kind of the state of affairs, what, where you’re at with things right now from a point of view of video content production?

**Dmytro Zhurov:** Good thing about Impack is that, um, like, the moment I got there, they understood already, like, the value of video production, like, per se, like, in general. So the previous marketing team, they adopted this, “they ask, you answer” approach.

I don’t know if you’re familiar with the book, but, uh, it says that if you have no production or no video production, like no videos on your website at all, then just put a, like, put a smartphone in front of you and just record yourself, because having something is better than having nothing at all. So they just adopted this way of, you know, um, of thinking, of video production, and they started to put out videos on their website, and that actually helped already.

Like, they, they, uh, increased amount of sales and everything. But then, um, at the moment, I got there and, my boss actually got hired like six months before me, so we, we were a new team, new marketing team at Impack. Uh, so we started to ch- to kinda, to kinda move it a little bit towards, uh, quality increase in production and, uh, I believe that helped a lot as well.

I believe personally that it is important because… Well, first of all, because times are changing. So when the book, original book was written in 2008 or something like that, YouTube was, like, at the beginning of, uh, development, and generally we had, like, fewer amount of videos and the cameras were not that, um, accessible, I would say.

I, I guess. I don’t know. Um, so people weren’t that, spoiled by content, and then having something was definitely better than having nothing at all. But then now in 2020s, you know, kind of thing, people are more deliberate in what they’re watching, and especially if you’re selling product that is expensive, well, like, high in price, not, like, expensive in terms of, you know, overpriced.

But, you know, um, if client is paying hundreds of thousands dollars, you know, for a machine, then, well, you’ve got to justify the price, right, in, in terms of production as well. So that’s where we started.

**Carman Pirie:** Jeff, I don’t know if you wanna pick this up or not, but it just seems to me like that is the ongoing debate, whether we’re talking even about photography in, in industrial market or if we’re talking about video production…

**Jeff White:** Especially is it, th- there’s something too about machines of the scale that we’re talking about, that they’re inherently difficult to capture. So I think it leads a lot of, uh, machinery manufacturers especially to, you know, j- “Well, you know, the best we can do is a smartphone shot in the back of the dirty, uh, the dirty shop, and, and that will have to do, and hopefully they can clean it up in post,”

**Carman Pirie:** Huh.

**Jeff White:** And it’s almost like the investment is, is a step too far in order to bring something on. I think there’s a, there’s a really nice, uh

**Carman Pirie:** mean, look, you- you– you’re, you’re saying, I hear what you’re saying. I’m not nece- I’m not sure if I agree with it or, or, or not. Where I was kind of trying to kick them at, at them a little bit was that it just seems like everybody, like, I don’t know, like in the world of, you know, you’ve got an iPhone in your pocket that shoots in HD and whatever, and everybody can, you know, upload that video to an AI tool and get a 10-second clip out that they think looks amazing.

Like, it, it kind of seems like it’s falling into the trap of a lot of other marketing where it’s like people think, “Oh, anybody can do it.” Like, so therefore they don’t necessarily always value the quality, you know?

**Jeff White:** But they should.

**Carman Pirie:** Oh, I agree with that, but, but I don’t know. Um, I’m just trying to bellyache or something on the show.

I don’t know what, but… Well, but it’s– I, I feel like that’s the problem that, uh, th-that our, our guest is kind of navigating here, right? Is like, you know, he– an organization that understands, uh, the value of video, um, and is now beginning to understand the value of quality video.

**Jeff White:** Mm-hmm. Yeah.

**Carman Pirie:** That sound, are we at all on the right path here, Dmytro? Or are you like, “What are these guys on about anyway?”

**Dmytro Zhurov:** Yeah, I, well, certainly. I mean, um, for sure, as you said, you, you have an iPhone, you have like, you can get like a very cheap camera, like an action cam or something like that, um, or even just your, use your phone. And a- a- as the book says, They Ask, You Answer, and this is the thing I, I’m totally agree with, like having something is better than having nothing at all, right?

Um, and if you’re not talking about your product, then it doesn’t exist, right? And also it’s easier to understand that some I’m not like, I do not mean anyone in particular, but you know, um, some companies, some people, they are, uh, like people running the companies are often people who actually created these companies at the first place.

So this is like engineers. These are people who believe in the product, who believe in the value of the product for the, for the end client, and they’re focused in, on creating this best solution and stuff like that. When it comes to marketing or content production, it can be a little bit different, you know, standpoint.

Uh, and of course, everybody’s, just focused on their own like work or, um, focused on things they believe in. Although if you look at the like most expensive and successful companies out there, just, in the world, like, I don’t know, you look at Apple, you look at Samsung, you look at, I don’t know, some car manufacturers, you look at Squarespace, for example.

Um, if you’ve seen ads from Squarespace, you would conclude that, you know, they’re not sparing money for that. They- they’re hiring real actors from the industry, um, very famous, and I, I cannot imagine how much they’re spending on th- those ads. But it’s, if it wasn’t working, if it like wasn’t worth it, you know, they, they wouldn’t do that obviously.

But yeah, like simple examples, uh, help us to understand that quality does matter, I mean, at, at certain point. Of course, if you have nothing, then certainly you, you should start with what you have. But then just, you know, to make a step further, um, it, it worth i- investment.

**Jeff White:** Yeah. No, I think that makes a lot of sense. And, if nothing else, Squarespace’s podcast sponsorship budget must exceed what most companies spend on video production. It’s insane how many podcasts they’re advertising on, but that’s beside the point.

**Carman Pirie:** They don’t give us any money. I

**Jeff White:** No, I know. Like, Squarespace get at me.

**Carman Pirie:** We’ll take their money. I mean, I don’t know. We probably won’t build on their platform much, but we’d take their money.

**Jeff White:** We can, we can fix sites that are built there, but that’s beside the point. But I, I do think there’s, there’s something interesting I wanna dig into because, you know, that book that you’re mentioning, They Ask You Answer especially in a machinery context, it, it does mean that you would have an almost unlimited amount of, uh, potential pieces of subject matter or content that you could create.

You know, there are going to be hundreds of questions, I’m sure, about how certain things function or, or whatever. How do you prioritize the types of content that you are choosing to create? Like, how are you being strategic about what you’re actually putting out there? Um, you know, time is finite, and so are other resources, I’m sure.

So what, what do you do to pick the content you think is going to perform the best?

**Dmytro Zhurov:** Oh, that’s such a, such a big question. That’s a loaded question, I would say. That’s difficult. Prioritizing is a, is work in progress constantly, just because, you know, as you mentioned, there are so many things to, to talk about. For example, just past year we did, I don’t know, like around eight events probably.

So for a small company, that’s a lot, and our marketing team is like four people or five or something like that. Um, so yeah, like you have this event, you have the website, you have the socials, um, you have sales tool for the sales team, which nobody sees except the client at the, like, personal meeting and so on.

So prioritizing is a, is a big one. And, um, that’s true that, in this way to increase quality of production, you cannot, spend this effort on everything you’re producing just because it doesn’t make sense. So for some events, for some instances, like in some places, for some posts, we do use like cell phones and things like that.

That’s perfectly fine. The question is what is the most important at the moment and what is most important strategically for the development of the company? Because if we’re spending too much time and effort for this like small post people will, like it, you know, and, go mind their business, and then you still have no website or something like that.

That’s, that’s most important. Yeah. For the past, um, year probably, or a bit less than a year, we were working on the, website update, and that’s, uh, that’s an exciting news that’s been… It went live this Monday. So we were doing all this work on the background and, um, some months we didn’t put– we didn’t post at all in LinkedIn.

Uh, and that’s all because we were busy with this, uh, project that nobody, um, was able to see until this, this week.

**Carman Pirie:** Very cool. Congratulations on that, by the way. It’s like, uh, I know that’s, uh, never an easy lift, uh, uh, regardless of what

**Jeff White:** Unless it’s built on Squarespace.

**Carman Pirie:** Exactly.

**Jeff White:** What?

**Dmytro Zhurov:** What also helped us to prioritize some of the production things is, like, the sales funnel. Um, right? So, um, we were, you know, deciding what content would help us, to sell actually, right? And also what would help to build the brand. And since my title is brand creative lead or brand design lead, uh, brand is something I’m really, obsessed about, so this is my, uh, my, favorite part of the work, I, I would say.

**Carman Pirie:** It does make sense to me to say, “Look, um, yeah, we’re looking to prioritize video content. Is there a way that video content can support deals that are currently in flight?” That’s a heck of a way to prioritize.

**Jeff White:** Start at the money and work back.

**Carman Pirie:** Yeah, absolutely. I wonder, one of the things that I have found, um, let me turn over the… When peop- when– I, I have a, a number of friends who are, one in particular, uh, comes to mind, owned for 40 years or so, a B2B kind of corporate video production firm out of New York City. And one thing I’ve always found about video, uh, folks, when they talk about increasing the quality of a production of a film or a video piece of content, they typically are– they’re, they’re contributing in two ways to improving quality, I’ve found.

One is on the production quality itself, like making a better video asset as an example. And the other is on the m- more on the messaging and the emotional appeal. And you kind of touched on that a little bit earlier when you were talking about a lot of the people that maybe star in the early, in the early videos or, or part of that, uh, ask and tell kind of video approach, are founders of the firm and/or, or e- engineers that are very in-depth.

Um, I was thinking, well, maybe that doesn’t– maybe they’re not thinking about the emotional appeal of their message as much as somebody like you might. Uh, can you give us insight into that when you’re talking about improving quality? How do you look at it from a balance of production quality versus emotional appeal?

**Dmytro Zhurov:** Oh, that’s a good question. Yeah, I like this question, um, just because, it helps to see the production, or in general, like, marketing teams, not like a balloon department, you know just making pretty pictures and posting in social, but, really, like, part of the strategic development of the business.

And, um, actually, in my, in my own work in, in, in Russia back in time, uh, that was one of my goals, always creating a video, um, to, to really understand w- the, the why, you know, like, why we are creating this video, who is it for and what, what value should it communicate, what values of the company or the person creating this video should we make visible, um, and so on.

So this is kind of a branding side of the video. And, just from my experience, I would say that many clients that would ask me for, for a production even they understanding value of the video just because they want it and they were, like, willing to pay somebody to, to make this video. So, like, they kinda understood the value of the video production in general.

But even they didn’t understand, like, um, what’s the big deal? Like, just come with the camera and make this video. But, uh, I w- I was, I always was trying to ask more questions like, “Who is it for? Who’s gonna watch it, and, what exactly should we, like, e- emphasize, and what wording should we choose for?”

A- a- and so on. So yeah, increasing quality of the videos is, um, more than just, you know, picture quality. It’s also quality of, you know, storytelling and, um, I know that some production teams and some marketing teams, they actually estimate or evaluate the– their success in how many videos they posted or how many people watched it or how many likes they got or something like that.

But then even more important sometimes, what is the qu-quality of information? Like what does it say about the company and so on. So that’s important. And just in, as an example, I, um, I, I just posted about it. I posted about it this week. Uh, and I do, do not post too often in my own LinkedIn just because it’s been a crazy last year with the website and everything.

Uh, but we just finished recently kind of a case study or success story with with another company that produces electronics for our machines. So we used to have like one supplier and then we, we, we switched to another company to collaborate with. Yeah, it was like a a topic to talk about.

We figured it like a year ago or even more than a year ago. And we wanted to make a video. So we, we did this like interview. We filmed it, recorded it. Um, and s-some people were expecting us to, to post it the next week basically and just move on. But then we were trying to understand why is it important.

And it really tooks us– took us a year to understand it ourselves. Like why are we making this video about changing the supplier? Like who cares? Who should care about it? Why, uh, w- how, how is it making our machines better? Why our customers should care about this? Um, so like more than a year it took us to take some more interviews, to talk to different people, to, to ask this company’s representative to come and actually give us interview from their standpoint, like from standpoint of their collaboration with us.

And only after that we had this whole picture to, to actually make this video and post it. So we were trying to make the picture itself better, but also we wanted to, to present the whole story to really make it clear like why are we making this video at all, you know?

**Carman Pirie:** That’s a very cool story. I, I love that. I think it’s… I don’t know. I, I love this notion of it took us a year to understand why we wanted to tell this story. What’s the real impact? What’s the why behind it? Takes an incredible amount of discipline to wait that year as well and not just, uh, uh, pump up the volume and say, “Let’s go on to the next thing.” I would, uh, I would probe a little bit on because I do think that I, I loved how you mentioned one of the lenses that you look at prioritizing video production was around its, uh, contribution to actually helping deals in flight, helping sales. Um, earlier in the conversation when you were introducing, uh, the value of video in some way, you were talking about it as helping sales justify the price. Is it simply because they can look at it something and say, “Okay, well, the video looks like it was probably expensive, so therefore it makes sense to me why the equipment’s expensive,” or is there more to it than that? What do you mean when you say it helps sales justify the price?

**Dmytro Zhurov:** There’s many things in it in justifying the price. Of course, um, of course, the picture quality and production quality in terms of, you know, what you see and, and hear, um, it matters. At the same time, if you only post these polished and staged videos, uh, it start to look and sound as, um, um, as a concept and not a real thing?

So by production quality, I mean probably more complex solution. You know, like not, not just buying more expensive camera, but also putting more thoughts and having more people involved in production. Because, yeah you want to show this prettier picture, and at the same time, you want to show this real thing and, like, some phone, phone videos would go into it as well from, like, real locations and everything.

**Carman Pirie:** I, I, I think I’m picking up what you’re putting down, like this notion that, um, it, it’s not just the fact that there’s a video that exists to help one justify the price, and it’s not just that it’s good quality, but the storytelling components of that video, what it allows us to communicate about the functioning of the equipment, about the thinking that went into it, about the innovation.

We can just tell a more robust story, and therefore that totality the package seems more worth it.

**Jeff White:** Ah, and I was thinking too, ‘cause you mentioned a little bit earlier with this, uh, sales tool that only your clients are seeing, that only the customers are seeing. I’m guessing that a lot of that video is coming to life there, which makes sense because when, often when you’re talking about selling this kind of equipment, that kind of sales meeting, whether that’s, you know, in person or over a Google Meet or Zoom or what have you you’re going to want to present a lot of different types of information, leave behind a bunch of information.

But the customer may not actually experience the machine until the next stage. You know, you have to– This is a gate that they need to get through before they come into a factory tour or come sample one of your products at a, at a cu- another customer location or, or whatever that happens to be to introduce them to the physical thing.

That it’s almost like this is more important in this industry than almost any other as a sales assist.

**Dmytro Zhurov:** And especially when it comes to explaining how machine works, and especially if machines are complex. For example, our solutions, what we produce is, uh, as I mentioned before, pretty niche. So for some of our machines or for some of our solutions, there is no even competition in the world.

Yeah, I, I should have mentioned it, but yeah some of the, some of our solutions do not have many, like, competition. Uh, and because of that our clients, they’re usually not thinking about even existence of such a solutions or some of them may not understand how exactly it’s supposed to work.

Um, just to give you a little bit of context, so all these boxes that you see in the, in the supermarket, um, they are produced on machines which are called folder gluer. So that is a machine that actually, as states the name of the machine, it folds and glues the boxes together, you know? Um, and it does it in, like, ridiculous speed.

It can go, like, hundred thousand boxes an hour, for example. But in many places in 2026, uh, at the end of the machine, there are just people who are picking up these cartons by hand and putting them into the cases, like into the shipping containers. Um, and, uh, you can imagine how, how, like, difficult this job is.

So these positions, they’re difficult to, to fill in. You know, it’s difficult to, to staff this, uh, you know, end of line, uh, end of the production line. And it’s been like that for decades. So many people, many managers and producers, they don’t even think about, like, making it easier. Um, so that’s where video is actually helping to, to explain how the machine work, right?

Because y- you could send a salesperson there, and he could explain, like, with hands and, take something and the boxes go this way, and then they turn and blah, blah, blah. But then when you see it, and when you see it, it’s like, uh… When you see this video from different locations, when you see, um, s- success stories, clients telling about their experience with the machine a- and so on, that for sure it increases the value, the perceived value of the, of the machine.

Increasing quality of production also means sometimes, for example, sending the team over, uh, to a client’s location, for example. Uh, so past year we’ve sent couple of our, um, marketing people, uh, over to Europe, to the UK, to some other countries to actually go to the location with the cameras.

We hired some local, uh, producers to film these videos. And then again, when you see not just video from a cellphone but when you see that there was a production behind it, it’s, it looks like a documentary film, you know? That really changes the level of, of the of the, uh, company and the value of the product and everything.

**Jeff White:** What our listeners can’t see is that Dmytro was actually trying to show how the cardboard turned live in the video while we’re chatting now, and I am n- am nowhere near closer to understanding how the machine works. So clearly I need to watch the video. So

**Carman Pirie:** Uh, look, I mean, uh, this has been a rapid-fire conversation and unfortunately we’re kinda having to approach the end of it here. I wonder Dmytro, i’m torn what question to ask you to close out this, uh, interview, but maybe I’ll go with where do you think, uh, content production in B2B industrial marketing is going?

Like, if you were trying to look in your crystal ball five years from now, will it be as important or less important? Um, any predictions for the future that you wanna leave us with?

**Dmytro Zhurov:** Hmm. That’s a good one. Well, just historically, um, it was becoming more and more important over time, and I think that depends on the amount and quality and quantity of information out there, like at all. Like you’re constantly being surrounded by advertisements and information and posters and ads and videos and social posts and so on.

So it’s gonna be more and more difficult to stand out. And because of that, actually more and more effort, um, is gonna go into it. That’s what I think it’s going to be. Yeah, just because… And competition is, um, is there as well because, in some more competitive markets, um, basically one of few ways you can stand out is actually by the content and marketing efforts that you’re producing.

Um, so yeah, I think that’s gonna be more and more important going forward

**Carman Pirie:** I look forward to seeing if you’re right. Thank you for joining us on the show. It’s been wonderful to have you. It’s, uh, I think it’s been a great conversation. Really appreciate it.

**Dmytro Zhurov:** Thank you so much for having me.

**Jeff White:** Yeah, thank you.

[Read Full Transcript](#podcast-transcript)

[« Episode 396: Why Uniting With Your Competitors Can Be the Smartest Way to Grow a Market](https://kulapartners.com/thekularing/why-uniting-with-your-competitors-can-be-the-smartest-way-to-grow-a-market/)

[Episode 398: Marketing on the Clock: In Private Equity, Everybody Has an Expiration Date »](https://kulapartners.com/thekularing/marketing-on-the-clock-in-private-equity-everybody-has-an-expiration-date/)

#### Featuring

### Dmytro Zhurov

Brand Creative Lead- [LinkedIn](https://www.linkedin.com/in/mark-zhurov/)

Dmytro Zhurov is the Brand Creative Lead at Impack, a Saint-Jacques, Quebec manufacturer of folder-gluer peripheral equipment—packers, stackers, and finishing-line solutions—for the carton and corrugated packaging industry. Originally from Ukraine, he ran his own video production company before relocating to Canada, where he joined Impack roughly three years ago. He brings a filmmaker’s eye to industrial B2B marketing, pushing past “good enough” smartphone clips toward documentary-grade storytelling that explains complex machines and justifies their value to buyers.

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The Kula Ring is a podcast for manufacturing marketers looking to enhance their impact and grow their organizations.

Hosted by Jeff White and Carman Pirie, it features discussions with industry leaders who share their experience, insights and strategies on topics like account-based marketing (ABM), sales and marketing alignment, and digital transformation. The Kula Ring offers practical advice and tips from the trenches for success in today’s B2B industrial landscape.

### About Kula

Kula Partners is an agency that specializes in maximizing revenue potential for B2B manufacturers.

Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.