As a solo marketer in a 30-person engineering firm, Reshmee Bissundyal has built something most industrial companies struggle to achieve: a LinkedIn presence that actually drives inbound leads. In this episode, Reshmee walks us through how she dramatically grew Mechanical Solutions’ LinkedIn following.

Reshmee shares her approach to content planning and why she often leads with emotion rather than promotions. And how she has navigated the tricky task of getting engineers to participate in marketing.

Manufacturing marketing often suffers when salespeople don’t have confidence in what’s being created.

In this episode, Jeff and Carman talk with Tom Van Doorn, Director of Marketing and Sales at MP Equipment, about bridging the gap between digital presence and face-to-face sales. Tom brings 42 years of industry experience and explains how websites, video content, and digital tools should serve as the backbone of the sales process.

We explore the critical role of effective marketing in priming prospects, how websites serve both outreach and sales-presentation functions, and why the traditional person-to-person sales model remains paramount in the industrial food-processing equipment industry.

Helene Tessier didn't plan a career in marketing. She started at the French consulate in China and taught English abroad. When COVID brought her home, she stumbled into TPAC as an interpreter. Soon after, leadership asked her to run marketing.

In this conversation with Jeff and Carman, she explains why TPAC's PhD-heavy, flat organizational culture wanted someone willing to learn. She also shares how she rebuilt the company's go-to-market strategy. Her approach centered on trade shows, application-driven web content, and a bold brand presence at the World Conference on NDT (non-destructive testing) that the industry still talks about.

Helene also digs into why technical, engineering-led firms struggle with brand rollout. She explains how regulatory and certification changes act as buying triggers in NDT, and what a five-person buying committee means for content strategy. To close, she offers a refreshingly grounded take on AI for marketers entering the field today.

Teikoku USA makes the canned motor pumps that the chemical, hydrocarbon, and nuclear industries reach for when leaking is not an option. For years, growing public awareness of dangerous chemicals quietly expanded the company's addressable market for them. Then, leadership asked the sales and marketing team to grow faster anyway. Chaitanya Sakhalkar joins The Kula Ring to share what came next: modularizing a product that had always been engineer-to-order, building decision trees so the sales team and channel partners could tell the right story to the right buyer.

Most small-to-mid manufacturers know they’ve under-invested in marketing, but where do you even begin? Javier Lozano, Founder of Bolder Media and a fractional CMO, joins Carman and Jeff to lay the foundation.

He explains why your founder's origin story falls flat, how to mine real differentiation from customer interviews, and why your brand should be more Yoda, the guide, than Luke, the hero. Plus: how to find a wedge in a “red ocean” without making yourself unfindable, and what a fractional CMO actually does that a consultant or full-time hire can't.

Brandon Clark, VP of Marketing at Q-Pac, joins Jeff and Carman to unpack what it really means to create a new product category within a deeply traditional industry. Q-Pac makes multimotor plenum fans, a commercial HVAC product that looks like a fan array on the surface but operates as a fundamentally different technology. Brandon explains how the company defined the category and why they invested $1M to build the world's largest airflow test tunnel based on the AMCA 270 standard to silence skeptics. He also shares some advice for any marketer who finds themselves selling something that genuinely doesn't fit an existing bucket. He also reflects on making the leap from grocery retail into manufacturing marketing.

AI is transforming more than just marketing; it’s reshaping how manufacturers hire, train, and build their future workforce. In this episode, Friddy Hoegener, President of SCOPE Recruiting, joins Jeff White and Carman Pirie to explore how AI is impacting recruiting, from automating interview notes to flooding applicant pools with polished, AI-generated resumes.

The conversation dives into a critical emerging challenge: the erosion of entry-level roles that traditionally help develop future leaders. As AI takes over repetitive tasks, companies risk losing their talent pipeline unless they rethink how early-career roles are structured. Friddy shares insights on how forward-thinking organizations are adapting by creating AI-augmented roles that emphasize strategy, cross-functional thinking, and innovation.

They also discuss the growing importance of soft skills, the pitfalls of over-automating hiring processes, and why smaller, more agile manufacturers may have a unique advantage in attracting talent in this new landscape.

B2B e-commerce is evolving rapidly, and manufacturers can’t afford to sit on the sidelines. In this episode, Meghan Flynn, VP of E-commerce and Digital at Justrite Safety Group, joins Jeff White and Carman Pirie to unpack the forces reshaping digital commerce in industrial markets.

From generational shifts in buying behaviour to the rise of AI-driven and agentic commerce, Meghan explains why traditional assumptions about B2B buyers no longer hold. She explores how personalization, content, and customer journeys have become more complex and more critical than ever.

The conversation also delves into the growing influence of Amazon Business, the importance of balancing e-commerce with distributor relationships, and how marketers can position their brands to win in an increasingly automated, competitive landscape.

If you’re a manufacturing marketer navigating digital transformation, this episode offers practical insights and a forward-looking perspective on where B2B commerce is headed.

What happens when a manufacturing company truly lives its mission? In this episode of The Kula Ring, Ian Antioch from NorthGate shares how the company formalized its people-first philosophy into the Be Ready Enrichment Program. Investing over $125,000 annually in employee development, financial planning, and life services, NorthGate has created a model that not only transforms lives but also strengthens recruitment, retention, and brand storytelling. Ian discusses the challenges of marketing both capabilities and culture, the power of authentic storytelling, and why manufacturers are sitting on untold stories that can differentiate them in the market.

What happens when a Gen Z marketer joins a legacy manufacturing company and throws out the modern social media playbook?

In this episode, Lizzy Anderson of Hoosier Crane explains how she discovered that “cutting-edge” tactics weren’t resonating and why a return to simple, community-driven content worked better. From “2012 Facebook” style posts to highlighting local involvement and company values, Lizzy breaks down how manufacturing marketers can build trust, attract talent, and stay top-of-mind without overcomplicating their strategy. It’s a refreshing look at aligning marketing with audience reality, not trends.