The Kula Ring

Mike Donley of Setco joined us on the show this week. We talked about intensely precise machinery and how He and Setco are developing conversations about keeping them very precise for a very long time. Can education around handling and caring for your parts to get the maximum life out of them create sales opportunities? We conclude, yeah, it can! We also chat about diversifying content through video production. And, Jeff gets to complain about audio quality (his favourite).

This week on the show we are talking to Stephanie Austin from Zentech Manufacturing. She has just begun a journey of illuminating the manufacturing world to those outside of it. Through talking to people on the manufacturing floor she is telling the story of modern manufacturing for prospective employees and customers alike. This is a cool approach and we are lucky enough to be a part of the conversation early.

This week on The Kula Ring we got a chance to sit down with Lori Raymond. Lori is the CEO of Tourmaline Enterprises, a thermal inkjet printer manufacturer in California. We discussed tiered marketing strategies. Creating messaging for process engineers, distributors, and consumers alike. Additionally, Lori shared stories from her experience of being a female CEO in a historically male dominated field. This is an insightful episode, why are you still reading!? Start listening.

Marketers talk about building brand awareness, getting seen, being known. What if your brand is known the world over, but you have the task of introducing it in the Americas? Eric Graham is on the show this week discussing how he is doing that with Seeley. An Australian brand that is ubiquitous everywhere that isn’t the Americas. We discuss how he is leveraging solidified brand and marketing strategies to replicate global success in an emerging market. Plus, we talk about wine, what’s better than that?

Andrew DeDonker is on the show this week sharing how RAM Mounts has developed their marketing team and strategy. They have an in-house agency covering B2B and B2C. We breakdown how they take advantage of their brand recognition on the consumer side to fuel their B2B marketing efforts. Come on by and learn a thing or two about how to synergize your team and your marketing streams, we sure did!

Oh man, this week we cover something near and dear to Kula’s heart. We are discussing ABM and ABX with Jessica Woodside of WIKA this week. We dive deep into the nuts and bolts of embarking on the journey to an account based strategy and how to avoid some of the pitfalls. This episode is so packed with information we suggest taking notes (or reading the full transcript on our website). Don’t miss this one gang!

Personal brand is becoming more ubiquitous in the social media age. But, what if your market is incredibly niche and doesn’t have a lot of public facing content currently? How do you leverage a personal brand in that circumstance? Kyle Kruse of Global Interconnect is on the show this week discussing how to create and leverage a personal brand in just that situation. Developing conversations and excitement around the Medtech industry. Get on your brand game!

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.