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.