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The Kula Ring episodes
- How Manufacturers Can Translate “Engineer Speak” Into Benefit-Focused ContentLisa Hargrove, Director of Sales and Marketing at LS Industries, shares with The Kula Ring her approach to taking highly technical content and reframing it in a way that’s accessible and appealing to customers. She also explains why you should never underestimate the effort it takes to write good content as part of a website redesign.25 min
- The Ultimate Five-Factor Model for User-Centric DesignMSTQ founder and principal product designer Yazin Akkawi discusses why he has moved away from demographics and toward a five-factor OCEAN model to build more accurate and useful buyer personas, and how user-centric design can enhance the entire customer journey.34 min
- Transform Your Business With Account-Based MarketingSangram Vajre—co-founder of Terminus, the SaaS platform for account-based marketing—discusses how ABM can transform your business on The Kula Ring. Sangram is a leading mind in B2B marketing as host of the FlipMyFunnel Podcast and author of ‘Account-Based Marketing for Dummies’ and ‘B2B is ABM’. He talks with Jeff and Carman about ABM’s strategic nature and how it aligns the goals and metrics of sales and marketing.27 min
- A B2B Manufacturer’s 100% Win Rate With ABMDaniel Englebretson—Director, Growth Marketing and Demand Generation at B2B manufacturer, Phononic—shares his account-based marketing process which helped him achieve a 100% win rate in a tier one campaign over 10 months.38 min
- A Manufacturing Brand Integration PlaybookJohn Eklund, Vice President of Marketing at ProMach, joins Jeff and Carman on The Kula Ring to discuss his playbook for integrating multiple companies into their house of brands after they are acquired. From collateral updates and cross-selling to websites and a centralized tech stack, learn how ProMach brings their acquired companies into the fold.35 min
- How Journalism Shapes a B2B Marketer’s ApproachTracey Rettig, Marketing Specialist at Kistler Instrument Corporation, joins Jeff and Carman on The Kula Ring to share how her journalism background has helped shape her approach to marketing and communications. She also explains why, as a B2B manufacturing marketer, it’s important to distill technical information into messaging that fits each audience and where they’re at in the buying cycle.28 min
- Meeting Your Customers Where They AreMichael Blake, Director of Marketing for KM International, joins Jeff and Carman to discuss his company’s ecommerce launch, the evolution of their trade show strategy, and how he thinks video will be the differentiator between manufacturers that get ahead and ones that fall behind. In discussing these different marketing and sales tactics, Michael gets at the heart of KM International’s forward-thinking strategy: meeting their customers where they already are.29 min
- How a German-Owned Manufacturer Markets Regionally Within the USJon LaPorta, Vice President, Marketing, describes to Carman and Jeff how he has helped transform the marketing at Pfannenberg USA—the American arm of a German-owned manufacturer. Jon’s team works locally in order to appeal to the US market. Although they continue to align with headquarters on content and branding, this has allowed them to implement marketing automation, create their own website, and simplify their messaging.33 min
- Using Video To Build and Strengthen Customer RelationshipsJames Stanaway, Director of Marketing at Epilog Laser, talks with Carman and Jeff about how video content plays a major role in their marketing strategy. From creating how-to videos that support their customers post-purchase, to co-creating video with customers and showcasing user-generated content, James shares how Epilog has grown its YouTube channel to over four and a half million views—along with how they track each video’s contribution to sales.32 min
- Taking a Customer-Centric Approach to Product Development and MarketingGreg Palmer, Director of Marketing at National Nail, talks with Carman and Jeff about how the marketing and product teams work together to use a customer-centric approach to product development. They also discuss which channels National Nail finds successful when launching products including trade shows, social media, and print.28 min
About The Kula Ring
From the publisher's feed
The Kula Ring is a podcast for manufacturing marketers who want to drive real growth inside complex B2B organizations. Hosted by Jeff White and Carman Pirie (Kula Partners), each episode features…
candid conversations with industry leaders centred on practical, field-tested ideas you can actually use. Expect smart takes on account-based marketing (ABM), sales + marketing alignment, demand generation, positioning, content and website strategy, and the realities of modern industrial buying. If you market to engineers, plant managers, procurement teams, or multi-stakeholder buying groups, this show is built for you. New episodes released weekly, subscribe to stay in the loop.