The Kula Ring

In this episode of The Kula Ring, Nicole Kangos, Director of Marketing at Snaptron, shares the story of how an engineering-led manufacturer undertook a major brand refresh, without big-agency budgets or losing sight of its core values. Nicole walks us through how she built trust with leadership, leveraged internal and external insights, and strategically positioned Snaptron to maintain its market leadership amid increasing competition. From winning executive buy-in to aligning the brand with the company’s true innovation story, this episode offers a practical and inspiring look at what it really takes to modernize a manufacturing brand from the inside out.

In this episode of The Kula Ring, Alexandra Corey, Director of Marketing at Mosaic Manufacturing, explains how her team leverages global geopolitical shifts, particularly around tariffs and supply chain volatility, to inform their B2B go-to-market strategy. From hosting panels with other innovators to offering vendor-neutral playbooks on additive manufacturing, Mosaic builds trust and drives demand by leading with education and empathy. Alexandra also discusses how automation and scalability are Mosaic’s key differentiators in the evolving 3D printing landscape.

In this episode of The Kula Ring, Elizabeth McKusick, Marketing and E-Commerce Manager at PFERD North America, shares how her team is redefining what it means to support distributors in industrial manufacturing. From building a B2B e-commerce portal with a headless frontend to deploying a robust PIM strategy, Elizabeth details how PFERD enables partners to sell more with better data, more efficient ordering, and ongoing collaboration. Tune in for a conversation about smart platform rollouts, balancing personalization with automation, and why half-hearted e-commerce just won’t cut it.

This week on The Kula Ring, Jay Aguilar, Global VP of Business Development and Marketing at Chance Rides, gives us an inside look at what it takes to market thrills. From classic carousels to massive rollercoasters, Jay explains how Chance Rides uses both B2B and B2C tactics to reach park owners and ride enthusiasts alike. He dives into the importance of brand legacy, how user-generated content influences purchasing decisions, and what it’s like navigating a global market that ranges from zoos to mega-projects in Saudi Arabia. A fascinating discussion on marketing responsibility, generational brand equity, and the power of the nostalgic diesel smell.

This episode of The Kula Ring features Michael Frank, Vice President of Marketing and Communications at Arctic Walk-Ins, a 40-year-old company specializing in custom and quick-ship cold storage. Michael delves into the complexities of marketing to various niches, including the relationship-driven food service sector and the technically nuanced commercial industries. He shares insights into how Arctic Walk-Ins navigates competition, utilizes different marketing tactics for distinct audiences, and adapts to the evolving landscape of digital search, including the rise of AI. The conversation touches on the challenges and opportunities in the manufacturing industry, emphasizing the growing importance of interest-based media and the potential for a renewed appreciation of B2B businesses.

In this episode of The Kula Ring, Alec Graham, Marketing Manager at LEL Critical, shares a provocative take on what marketing can and should be within industrial manufacturing.

Alec explores why marketers must act as the voice of the customer inside the business, how empathy-driven systems can create better outcomes for both users and employees, and why not everything should be measured in a straight line. From customer service gaps to probabilistic strategy, Alec invites listeners to reconsider where the real value of marketing lies: in creating meaningful, lasting experiences that go beyond transactions.

In this episode of The Kula Ring, Brad Davis shares how his company took a counterintuitive approach to growth by narrowing its sales pipeline, focusing on high-fit opportunities, and avoiding the trap of chasing quick wins.

In a mature and shrinking sector, Brad explains why clarity in sales strategy, upstream marketing, and sustainable profitability are key to long-term success. From horizon growth planning to resisting vanity metrics and innovation theatre, Brad offers a masterclass in disciplined, methodical growth for manufacturers.

In this episode of The Kula Ring, Sam Rajkovich dives into the complexities of working with independent manufacturers’ representatives. He unpacks how to compete for reps’ time and attention, maintain brand consistency across third-party sellers, and build emotional connections that create loyalty. Sam also explores the economic tradeoffs of the model, its scalability, and its uncertain future as younger professionals shy away from commission-only roles. From messaging challenges to hybrid sales strategies, this episode offers a candid look at the evolving landscape of indirect sales in manufacturing.

Dive into this episode of The Kula Ring with Sean Momsen, VP of Business Development and Marketing at Evology Manufacturing. We discuss the secrets behind rapid manufacturing and how speed can revolutionize the customer experience.

Sean shares his unique journey from aspiring car designer to leading a company that values your time as much as top-notch quality. Learn how Evology utilizes cutting-edge tech to deliver unparalleled service and projects on schedule while never losing sight of the human element. product development, or just fascinated by innovation and efficiency, this episode is a must-listen!

In this episode of The Kula Ring, Brittany Bachman, Vice President of Sales and Marketing at Boulter Industrial Contractors—a 133-year-old rigging and transport company—shares how she uses marketing to bridge the gap between tradition and innovation. From her roots in nonprofit social media management to running recruitment campaigns for industrial companies, Brittany discusses her journey and how she’s leveraging hands-on events and social media to inspire a new generation of talent in the skilled trades. She also explores the dual challenge of promoting both customer value and career opportunities, often through the same channels.

You won’t want to miss this one!