In this episode of The Kula Ring, Brittany Bachman, Vice President of Sales and Marketing at Boulter Industrial Contractors—a 133-year-old rigging and transport company—shares how she uses marketing to bridge the gap between tradition and innovation. From her roots in nonprofit social media management to running recruitment campaigns for industrial companies, Brittany discusses her journey and how she’s leveraging hands-on events and social media to inspire a new generation of talent in the skilled trades. She also explores the dual challenge of promoting both customer value and career opportunities, often through the same channels.

You won’t want to miss this one!

In this episode of The Kula Ring, Olivier Bousette, Head of Marketing at Rittal Canada, shares his perspective on how B2B manufacturers can use automation to scale their marketing efforts, especially when working with small teams or serving global markets. Olivier explores how automation tools like AI-generated social media posts and chatbots can free up time for higher-value marketing work while helping maintain brand consistency across regions. He also addresses the challenges of adapting HQ-created content to local markets, navigating team churn, and aligning regional and global marketing priorities. This episode offers valuable insights for marketers managing complex product messaging across distributed teams and geographies.

In this episode of The Kula Ring, Angela Jackson, Marketing Director at Clark Pacific, unpacks how the company is transforming the building industry’s understanding of prefabrication. Angela discusses Clark Pacific’s strategic pivot from bespoke project work to a productized approach, emphasizing how designing for manufacturing creates efficiencies, enhances quality, and accelerates timelines.

She explores the challenges of marketing to traditionally hard-to-reach stakeholders like building owners and architects, and shares how Clark Pacific invests heavily in education. Angela also highlights how internal culture has adapted to embrace creativity within standardized systems and how being consistently specced into projects marks a major marketing milestone.

If you’re in manufacturing, architecture, or construction and especially if you’re exploring how to scale with a product-based mindset, this conversation offers valuable insights into how to align innovation, communication, and execution in a complex industry.

This week, Tyler Simmons shares his journey from summer intern to marketing and e-commerce leader at Energy Management Corporation, and how that path through sales and marketing has uniquely positioned him to bridge the gap between the two. Tyler breaks down the realities of running a successful e-commerce platform in the B2B manufacturing space. He discusses how talking directly with customers and internal sales teams provides critical feedback and why consistency beats one-time wins when scaling a digital storefront. If you’re navigating the grind of e-commerce in B2B manufacturing, this episode is packed with grounded insights, tactical takeaways, and a refreshing dose of honesty.

In this episode of The Kula Ring, Nelson Bruton, Founder of Manufacturing Chats, joins Carman and Jeff to explore the role of live chat in modern B2B manufacturing websites. Nelson shares how real-time, human-enabled chat, not bots, can unlock conversions from prospects who would otherwise stay silent. Drawing from 20 years in the digital space, he outlines why staffing chat with internal teams often falls short, and how businesses can successfully integrate chat into their buyer engagement strategy without overwhelming their teams. Whether you’re considering bots, hybrid AI, or fully staffed human support, this episode offers clear advice on how to maximize conversations and move beyond form fills.

In this episode of The Kula Ring, Phil Harris of Paulo Heat Treating shares an honest and insightful look into the often murky handoff between sales and marketing. Phil walks us through how fostering a shared understanding of responsibilities and handoff qualifications combats inter-team tensions and strengthens leads. He discusses the mounting pressure on sales teams, the demand for higher-quality leads, and how a lack of SDR infrastructure in manufacturing intensifies these challenges.
Phil outlines how redefining lead qualification and raising the bar for sales engagement significantly improved alignment and results. Plus, he shares actionable insights on using evergreen content, doubling down on newsletters, and experimenting with high-intent CTAs. If you’re a marketer in manufacturing struggling with lead quality, ownership, or sales enablement, this conversation will hit home.