The Kula Ring

Aaron Lichtig, Vice President of Growth Marketing shares how Xometry uses a digital approach on going to market as a network-based manufacturing platform. The two-sided network uses content marketing to attract customer demand, and partner acquisition marketing activities to secure the supplier side of the business. Xometry’s overall marketing is based on Google’s See, Think, Do, Care model, which is discussed more on this episode of The Kula Ring. Aaron also has some great stories to share as a former Jeopardy champion and the host of the podcast, OK Xoomer.

What is the role of a B2B2C marketer? In this episode of The Kula Ring, Dirk Mortensen, Marketing Manager for ARB 4x4 Accessories, North America, talks about his move from B2B to B2B2C marketing. He talks about making the shift from a heavy metrics-driven B2B background in business equipment to creating B2B2C marketing programs for consumer goods where success is more dependent on emotional connection and empathy.

The last decade has seen a dramatic change in the way manufacturers, marketers, and agencies approach the web. In this episode of The Kula Ring, Eoin Vincent, Senior Global Marketing Technology Manager at Olympus, shares his experience creating successful manufacturing marketing content over the last 11 years. He talks about how he manages his team as the work becomes increasingly digital and the evolution of marketing organizations from generalists to specialists.

While other industries are overloaded with content, manufacturers operating in niche verticals have the unique opportunity to own the content space. In this episode of The Kula Ring, Trout River Industries Owner Darrin Mitchell talks about how the company’s 6-million-view YouTube channel and content marketing strategy have transformed the manufacturer from the “underdog” to industry authority.

Digital marketing enables manufacturers to fine-tune their tactics down to their best-fit accounts, but it can also create a false expectation that each marketing engagement can provide a guaranteed ROI. In this episode of The Kula Ring, Ahsan Javed, manufacturing marketer veteran, talks about his customer collaboration framework and how his background in engineering and marketing guides his iterative approach to co-creating products and solutions.

How can manufacturers optimize their ecommerce presence and avoid conflict with their sales channels? In this episode of The Kula Ring, Kevin O’Boyle, InterMetro Industries’ Director of Marketing and Digital Business Solutions, talks about guiding the manufacturer’s channel conflict strategy during a recent ecommerce launch.

B2B manufacturers launching ecommerce environments need to shift how they sell and interact with customers in the marketplace. Chris Rice, Director of eCommerce, Sales, and Marketing, shares his top 5 must-do tips for getting an ecommerce operation underway at a B2B company.

B2B manufacturers with limited addressable markets are expanding their reach by translating best practices from sales relationships into automated environments. Andrew Vocaire, Director of Digital Strategy at Ravago, a global plastic production and distribution company, shares insights into the company’s experimentation with digital tools and processes to acquire market share.

Account-Based Marketing (ABM) is designed to reach your best-fit accounts with highly focused and relevant messages. But what happens when your target accounts don’t convert on the products or actions you serve them? Sergio Lemus, Senior Manager, Demand Generation at Cooper Lighting Solutions, shares conversion challenges from the company’s first ABM campaign, and how they turned things around to benefit from 100% engagement on target accounts.

A secure supply chain enables consumers to authenticate products at point of purchase, which adds value. Mark Manning, Founder & CEO of iTRACE Technologies, talks about creating a “digital twin” of a product in a blockchain ledger and using the iTRACE app to deter counterfeit production in a manufacturer’s own supply chain.