The desire to grow and diversify is obviously fairly universal for marketers. The question is how do we break into a new vertical? John Buglino is on the show this week discussing just that. We discuss how he and Optessa are trying to write the stories about new verticals that tell their customers and partners what Optessa can offer them. As well as an ingenious way to use the trust system we have developed with our partners. What are you waiting for? The play button is right there!

This week we are going guest less! Jeff and Carman sat down to have a conversation around the B2B effectiveness ladder and how that translates into creating a Big Long Idea. Sorting out how B2B manufacturers with long sales cycles and intricate offerings can build an idea that will inform their marketing for years to come, not quarters. This is a super informative conversation where we dive deep into successes and pitfalls.

As marketers we are always looking to enable today’s sales. What about the sales of the future? How will the market change? Can we be ready for the next step before it comes? Allen Rozon has put considerable effort into what that looks like for ELTEC. From environmentally sound fluids for their machines to what sales might look like in the high tech future we are all destined for. He is going to share some of his experience and findings with us this week.

Some industries are new, some are old. How do you marry the idea of new and old? John Hays is on The Kula Ring this week discussing just that. John and Banjo are revolutionizing how they communicate with their clients in the AG industry. John is a true professional and a man who thinks outside the box. Enough explanation, get in here and hear it from the man himself.

Too often in life we are told we can choose one. This or that. But what if we could do away with that? Charles Lubecke and Q-Railing are doing just that, with messaging tailored to one area of the market that doesn’t leave the other areas behind. He shares some of his experience in creating messaging that is inclusive of the very different professionals that will engage with it.

Sustainability is high on the agenda for a growing number of companies and individuals. Casey Jefson and PolyCore are doing some exciting work around sustainable practices and marketing. Casey gives us a glimpse and a helping hand on how to capitalize on the environmental work you are already doing.

The title is quite literal. This week The Kula Ring is talking to Ribal Btaddini and Eric Hyland from Legrand. Who have just launched (pun intended) a marketing campaign around sending a rocket space bound. However, who doesn’t get excited about space!? We are diving deep into the value of trackable, tangible ROI’s vs. the emotional, exciting ones. It is a lofty episode, that’s for sure.

Everyone wants that new thing. What we need however, is someone to build the new thing. That is what keeps Mike Nager of Festo Didactic up at night, making sure the manufacturing workforce of tomorrow is bolstered. Mike is on the show this week discussing how he is trying to ensure that manufacturing jobs stay relevant, in a world of so much competition. You may be surprised to find out that the marketing department could and should play a big role in this.

So, you are a rockstar marketer (obviously) and you have increased incoming leads in a major way. What now? How do you manage that growth, that success? Brian Critchfield of Airgain is on the show this week giving us some insight into managing phenomenal growth (like 12x growth). We talk about helping the sales team with new leads at different stages of the funnel. Managing the huge uptick in data to sift through. And, how to keep everyone on the team engaged and driving the common goal forward.

So many marketers are battling behemoth competition in their industries. So how does David arm themselves against Goliath? Amy Cooper of Atlas Carbon has found some particularly excellent stones to put in your sling. Amy works in an industry that is heavily influenced by regulation and legislation, meaning the competition is deeply entrenched. Still she has found a way to ensure her and Atlas Carbon can carve out their fair share (and maybe a little more), this week on The Kula Ring.