The Kula Ring http://www.paintcole.com/thekularing/ A Manufacturing Marketing Podcast Tue, 17 Nov 2020 11:10:00 +0000 http://www.paintcole.com/wp-content/uploads/2020/01/kula-ring-cover-art-button-resized.png The Kula Ringhttp://www.paintcole.com/thekularing/ en-CAPodlove Podcast Publisher v2.7.23 Kula Partners episodic Conversations on the future of manufacturing marketing. Kula Partners info@www.paintcole.com A Manufacturing Marketing Podcast no no How Manufacturers Can Prioritize Networking at Virtual Events http://www.paintcole.com/thekularing/how-manufacturers-can-prioritize-networking-at-virtual-events/ Tue, 17 Nov 2020 11:09:58 +0000 podlove-2020-11-17t11:05:03+00:00-2ac036c3c735e58 00:33:32 Kula Partners Featuring Christopher Barger, Senior Director of Communications for SME. How Manufacturers Can Prioritize Networking at Virtual Events 110 full In-person tradeshows and conferences are cancelled for the foreseeable future due to the pandemic, and the exclusive, time-boxed structure of virtual events has presented problems for interactivity. In this episode of The Kula Ring, Christopher Barger, Senior Director of Communications for SME, shares how his team has adapted SMX with virtual networking components and shares why networking should be prioritized in virtual environments. Facing the Competition with Strategic Digital Marketing http://www.paintcole.com/thekularing/facing-the-competition-with-strategic-digital-marketing/ Tue, 10 Nov 2020 09:48:11 +0000 podlove-2020-11-10t09:42:58+00:00-be229a5aa765f3e 00:33:44 Kula Partners Featuring David A. Stark, Digital Marketing Transformation Growth Leader. Facing the Competition with Strategic Digital Marketing 109 full Legacy manufacturers that previously dominated their verticals now have to contend with new entrants who know how to create focused messaging in digital spaces. In this episode of The Kula Ring, David A. Stark, Digital Marketing Transformation Growth Leader, talks about the value of shifting from a tactical to a strategic digital marketing strategy as competition increases, and how to bolster branding with a strong digital presence in order to reach prospects. Manufacturing the Next Generation of Workforce Skills http://www.paintcole.com/thekularing/manufacturing-the-next-generation-of-workforce-skills/ Tue, 03 Nov 2020 04:05:11 +0000 podlove-2020-11-02t20:05:11+00:00-14fd7662f65373c 00:28:28 Kula Partners Featuring Mike Nager, Business Development Manager for the Festo Didactic Solution Center. Manufacturing the Next Generation of Workforce Skills 108 full As online education becomes the norm and companies like Google no longer require a degree as a job prerequisite, what will educating the manufacturing workforce look like beyond 2020? In this episode of The Kula Ring, Mike Nager, Business Development Manager for the Festo Didactic Solution Center, talks about the role of niche technical education in providing hands-on training for manufacturing technologies and how Festo Didactic is adapting its strategy into the digital space after the pandemic. Effectively Translating Marketing Goals Into the Digital Space http://www.paintcole.com/thekularing/effectively-translating-marketing-goals-into-the-digital-space/ Tue, 27 Oct 2020 03:05:43 +0000 podlove-2020-10-26t19:42:43+00:00-bd520eb43f780cf 00:40:42 Kula Partners Featuring Jaclyn Wallace, Director of Marketing for Nederman Division North America. Effectively Translating Marketing Goals Into the Digital Space 107 full Marketing plans developed last year for 2020 look drastically different now because of the pandemic—not just in the tradeshow arena, but also how new markets are identified. In this episode of The Kula Ring, Jaclyn Wallace, Director of Marketing for Nederman Division North America, covers a variety of topics including how the pandemic is forcing marketing and sales to effectively adapt into the digital space, how customers are driving new business, and the importance of knowledge extraction. Integrating Marketing into the Manufacturing Enterprise http://www.paintcole.com/thekularing/integrating-marketing-into-the-manufacturing-enterprise/ Tue, 20 Oct 2020 03:05:57 +0000 podlove-2020-10-19t21:29:49+00:00-800ee27083d4ba8 00:29:06 Kula Partners Featuring Heather Smriga, Marketing Communications Manager of EaglePicher Technologies. Integrating Marketing into the Manufacturing Enterprise 106 full In lean manufacturing environments that focus on product development, how can organizations prevent marketing from becoming an afterthought? In this episode of The Kula Ring, Heather Smriga, Marketing Communications Manager of EaglePicher Technologies, shares how the company’s Voice of the Customer research is fueled by feedback across the enterprise and provides insights on how leveraging different talents in the organization improves their approach to marketing strategy. How a B2B Manufacturer Leverages Data Sharing to Improve CX http://www.paintcole.com/thekularing/how-a-b2b-manufacturer-leverages-data-sharing-to-improve-cx/ Tue, 13 Oct 2020 03:05:00 +0000 podlove-2020-10-12t21:12:40+00:00-30664250d1549d8 00:30:02 Kula Partners Featuring John Joyce, Global Marketing Director of Brennan Industries. How a B2B Manufacturer Leverages Data Sharing to Improve CX 105 full Customer demand for real-time data is driving manufacturers to build web-enabled systems to share information more efficiently across channels. In this episode of The Kula Ring, John Joyce, Global Marketing Director of Brennan Industries, talks about how he helped his organization make data more accessible to their distribution channels and partners. He shares insights on how leveraging data improves customer experience and the role of the marketing department in implementing customer-facing technology. What is the Future of the U.S.-China Supply Chain? http://www.paintcole.com/thekularing/what-is-the-future-of-the-u-s-china-supply-chain/ Tue, 06 Oct 2020 03:05:00 +0000 podlove-2020-10-05t14:51:33+00:00-590d05c4a4cada9 00:23:48 Kula Partners Featuring Rob Atkinson, Founder and President of the Information Technology and Innovation Foundation (ITIF). What is the Future of the U.S.-China Supply Chain? 104 full Leading up to the ManufacturED Summit on October 21, 2020, Jeff and Carman talk to Rob Atkinson, Founder and President of the Information Technology and Innovation Foundation (ITIF), on how U.S.-China relations are affecting manufacturers, particularly North American firms with supply chains in China. Rob shares insights on how manufacturers are economically decoupling from China while participating in a global supply chain that supports U.S. interests. 5G, AI, and More: A Preview of the ManufacturED Summit 2020 http://www.paintcole.com/thekularing/5g-ai-and-more-a-preview-of-the-manufactured-summit-2020/ Tue, 29 Sep 2020 03:05:00 +0000 podlove-2020-09-28t19:28:26+00:00-17ed490d239b65f 00:30:10 Kula Partners Featuring Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI). 5G, AI, and More: A Preview of the ManufacturED Summit 2020 103 full Leading up to the ManufacturED Summit on October 21, 2020, Jeff and Carman talk with Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI). MAPI is the organization behind the ManufacturED Summit. Topics that will be covered in depth at the Summit are previewed on the podcast, including 5G’s impact on manufacturing, the future of the U.S.-China supply chain, and AI as a puzzle piece for Industry 4.0. Game-Changing Lessons from The Kula Ring’s First 100 Episodes http://www.paintcole.com/thekularing/game-changing-lessons-from-the-kula-rings-first-100-episodes/ Tue, 22 Sep 2020 03:05:51 +0000 podlove-2020-09-21t17:13:02+00:00-a483d394ad0fb42 00:36:48 Kula Partners Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring. Game-Changing Lessons from The Kula Ring’s First 100 Episodes 102 full In celebration of the first 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie reflect on three game-changing lessons shared by podcast guests over the years. First, reconsidering marketing projects—apps, Ecommerce builds—as iterative, evolving “products”; a conversation with Monique Elliott, former Chief Marketing Officer at ABB Electrification Products, Industrial Solutions. Second, they highlight Greg Palese, VP of Marketing for Klein Tools, and his interview on connecting your brand to higher-tier issues, not just “quality” broadly. Finally, the co-hosts touch on Lisa Butters, GM of GoDirect Trade at Honeywell, and how a legacy manufacturer can drive innovation. Customer Feedback Lessons from The Kula Ring’s First 100 Episodes http://www.paintcole.com/thekularing/customer-feedback-lessons-from-the-kula-rings-first-100-episodes/ Tue, 15 Sep 2020 03:05:00 +0000 podlove-2020-09-14t19:04:47+00:00-31e95896c2453fc 00:28:12 Kula Partners Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring. Customer Feedback Lessons from The Kula Ring’s First 100 Episodes full To celebrate 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie share lessons from remarkable podcast guests on customer feedback across the manufacturing enterprise. They reflect on insights from Greg Palmer, Director of Marketing at National Nail, on how to develop a customer-centric approach to product development and marketing. They share thoughts from Tim Bay, Head of Digital Marketing at Fellowes Brands, on how his team leveraged customer feedback to introduce new products. Finally, the co-hosts talk about digital transformation in light of comments from Augie Ray, Senior Research Analyst & Executive Advisor of Customer Experience at Gartner, Inc., on how marketers should focus on CX and customers’ unmet needs. ABM Lessons from The Kula Ring’s First 100 Episodes http://www.paintcole.com/thekularing/abm-lessons-from-the-kula-rings-first-100-episodes/ Tue, 08 Sep 2020 17:29:07 +0000 podlove-2020-09-08t13:27:59+00:00-46094ff0d3fe5ff 00:31:04 Kula Partners Featuring Jeff White and Carman Pirie, co-hosts of The Kula Ring. ABM Lessons from The Kula Ring’s First 100 Episodes 100 full To celebrate The Kula Ring’s 100th episode, co-hosts Jeff White and Carman Pirie reflect on account-based marketing insights from exceptional guests. They share lessons from Sangram Vajre, Co-Founder of Terminus, on the strategic nature of ABM; Daniel Englebretson’s 100% win rate using ABM with Phononic; and Fabio Luz’s pilot ABM campaign success at Schneider Electric. Re-Imagining IMTS for a Digital Audience http://www.paintcole.com/thekularing/re-imagining-imts-for-a-digital-audience/ Tue, 01 Sep 2020 12:56:48 +0000 podlove-2020-09-01t12:39:43+00:00-454016d7ffbaee5 00:23:13 Kula Partners Featuring Michelle Edmonson, Senior Director, Exhibitions Operations and Marketing at The Association for Manufacturing Technology (AMT). Re-Imagining IMTS for a Digital Audience 99 full While some manufacturing organizations are reeling from trade show and conference cancellations, others are finding new ways to connect exhibitors, peers, and prospects. This week on The Kula Ring, Michelle Edmonson, Senior Director, Exhibitions Operations and Marketing at The Association for Manufacturing Technology (AMT), talks about transforming The International Manufacturing Technology Show’s (IMTS) 6-day, in-person trade show into a 7-month virtual destination. She talks about bringing new content to the IMTS audience, including live broadcasts, and why the IMTS created a digital platform instead of a virtual trade show booth. How Contract Manufacturers Can Boost Supply Chain Transparency http://www.paintcole.com/thekularing/how-contract-manufacturers-can-boost-supply-chain-transparency/ Tue, 25 Aug 2020 11:37:47 +0000 podlove-2020-08-25t11:31:25+00:00-8178d60e4d44924 00:41:16 Kula Partners Featuring Carl Breau, CEO, and Jean-Luc Hébert, Vice President, International Sales & Marketing, of Saimen How Contract Manufacturers Can Boost Supply Chain Transparency 98 full Is the key to being a successful manufacturing brand actually getting out of manufacturing? In this episode of The Kula Ring, Carl Breau, the CEO of contract manufacturer Saimen, and Jean-Luc Hébert, Vice President, International Sales & Marketing, discuss how manufacturers are handing over production to contract manufacturers so they can shift their core competency to marketing and product development. They talk about how COVID-19 has accelerated the need for supply chain transparency and the role contract manufacturers play in marketing the manufacturing of authentic products. How to Replace a Trade Show Presence During the Pandemic http://www.paintcole.com/thekularing/how-to-replace-a-trade-show-presence-during-the-pandemic/ Tue, 18 Aug 2020 03:01:00 +0000 podlove-2020-08-17t18:39:09+00:00-3a250ffd66bc2e9 00:29:44 Kula Partners Featuring Jim Cermak, host of the Trade Show University podcast How to Replace a Trade Show Presence During the Pandemic 97 full Manufacturing marketers rely on trade shows, but many have been cancelled since the pandemic began. How can marketers replace an in-person trade show presence, at least in the short term, and connect with prospects remotely? Jim Cermak, host of the Trade Show University podcast, talks to Jeff and Carman about how manufacturers are adapting to trade show cancellations and how to translate the elements of a good trade show booth into other kinds of wins. How an Industrial Marketer Creates Customized Content http://www.paintcole.com/thekularing/how-an-industrial-marketer-creates-customized-content/ Tue, 11 Aug 2020 12:38:40 +0000 podlove-2020-08-11t12:32:42+00:00-904dcb86d5d5c52 00:30:06 Kula Partners Featuring Adam Beck, Director of Marketing at CADENAS PARTsolutions. How an Industrial Marketer Creates Customized Content 96 full Industrial marketers eager to provide useful content to prospects can only get so far with lunch-and-learns and coffee mugs. This week on The Kula Ring, Adam Beck, Director of Marketing at CADENAS PARTsolutions shares how the company’s tool for creating 3D CAD models enables engineers and other stakeholders to create content marketing assets that improve lead generation. The Digital Strategy of a Network Manufacturing Platform http://www.paintcole.com/thekularing/the-digital-strategy-of-a-network-manufacturing-platform/ Tue, 04 Aug 2020 11:13:36 +0000 podlove-2020-08-04t10:41:47+00:00-d6417543020f6dc 00:35:42 Kula Partners Featuring Aaron Lichtig, VP of Growth Marketing, Xometry The Digital Strategy of a Network Manufacturing Platform 95 full 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. From Metrics to Relationships: A B2B Marketer’s Leap to B2B2C http://www.paintcole.com/thekularing/from-metrics-to-relationships-a-b2b-marketers-leap-to-b2b2c/ Tue, 28 Jul 2020 12:59:08 +0000 podlove-2020-07-28t12:54:10+00:00-70e8915a0034556 00:29:52 Kula Partners Featuring Dirk Mortensen, Marketing Manager for ARB 4x4 Accessories, North America From Metrics to Relationships: A B2B Marketer’s Leap to B2B2C 94 full 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. How a Manufacturer Evolved Its Digital Marketing Over the Decade http://www.paintcole.com/thekularing/how-a-manufacturer-evolved-its-digital-marketing-over-the-decade/ Tue, 21 Jul 2020 03:05:00 +0000 podlove-2020-07-20t19:41:53+00:00-83edea8a0ac7ea3 00:29:06 Kula Partners Featuring Eoin Vincent, Senior Global Marketing Technology Manager at Olympus How a Manufacturer Evolved Its Digital Marketing Over the Decade 93 full 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. Using Video to Optimize Your Customer Base and Supply Chain http://www.paintcole.com/thekularing/using-video-to-optimize-your-customer-base-and-supply-chain/ Tue, 14 Jul 2020 03:05:00 +0000 podlove-2020-07-13t17:12:44+00:00-cc70fa892d5ec57 00:39:12 Kula Partners Featuring Darrin Mitchell, CEO of Trout River Industries Using Video to Optimize Your Customer Base and Supply Chain 92 full 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. How Customer Collaboration Informs B2B Marketing http://www.paintcole.com/thekularing/how-customer-collaboration-informs-b2b-marketing/ Tue, 07 Jul 2020 03:01:00 +0000 podlove-2020-07-06t18:26:57+00:00-6f2eddb7dfe9581 00:38:50 Kula Partners Featuring manufacturing marketing veteran Ahsan Javed How Customer Collaboration Informs B2B Marketing 91 full 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 B2B Manufacturers Can Avoid Channel Conflict http://www.paintcole.com/thekularing/how-b2b-manufacturers-can-avoid-channel-conflict/ Tue, 30 Jun 2020 11:30:18 +0000 podlove-2020-06-29t23:36:19+00:00-77c102c607ff58b 00:28:36 Kula Partners Featuring Kevin O’Boyle of InterMetro Industries How B2B Manufacturers Can Avoid Channel Conflict 90 full 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. 5 Tips for Manufacturers Launching Ecommerce Projects http://www.paintcole.com/thekularing/5-tips-for-manufacturers-launching-ecommerce-projects/ Tue, 23 Jun 2020 11:48:39 +0000 podlove-2020-06-23t11:22:18+00:00-cb2977c4abd2b53 00:25:20 Kula Partners Featuring marketing veteran Chris Rice 5 Tips for Manufacturers Launching ecommerce Projects 89 full 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. What Can a B2B Manufacturer Achieve Through Sales and Marketing Automation? http://www.paintcole.com/thekularing/what-can-a-b2b-manufacturer-achieve-through-sales-and-marketing-automation/ Tue, 16 Jun 2020 13:28:05 +0000 podlove-2020-06-16t13:19:16+00:00-402d291c914bd12 00:37:18 Kula Partners Featuring Andrew Vocaire, Director of Digital Strategy at Ravago What Can a B2B Manufacturer Achieve Through Sales and Marketing Automation? 88 full 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. Optimizing an ABM Campaign Using Engagement Metrics http://www.paintcole.com/thekularing/optimizing-an-abm-campaign-using-engagement-metrics/ Tue, 09 Jun 2020 03:30:00 +0000 podlove-2020-06-08t18:28:45+00:00-76b51a932978025 00:30:24 Kula Partners Featuring Sergio Lemus, Senior Manager, Demand Generation at Cooper Lighting Solutions Optimizing an ABM Campaign Using Engagement Metrics 87 full 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. Using Blockchain to Secure Your Supply Chain http://www.paintcole.com/thekularing/using-blockchain-to-secure-your-supply-chain/ Tue, 02 Jun 2020 15:54:41 +0000 podlove-2020-06-02t15:44:54+00:00-7f8ce10a548e64a 00:30:44 Kula Partners Featuring Mark Manning, Founder & CEO of iTRACE Technologies Using Blockchain to Secure Your Supply Chain 86 full 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. Future-Proof Your B2B Marketing Strategy http://www.paintcole.com/thekularing/future-proof-your-b2b-marketing-strategy/ Tue, 26 May 2020 13:03:25 +0000 podlove-2020-05-26t12:56:02+00:00-0f38c9e71e85755 00:35:50 Kula Partners Featuring James Soto, CEO of Industrial Strength Marketing Future-Proof Your B2B Marketing Strategy 85 full More than most industries, manufacturers know that innovation is key to survival. But what value is placed on marketing efforts during this transition? James Soto, Founder & CEO of Industrial Strength Marketing, talks to Jeff and Carman about how B2B industrial marketers are leading the digital transformation charge and why they need to bring executive leadership on side to foster innovation and explore different brand positions in order to evolve legacy businesses. How to Evolve Your Brand Marketing During COVID-19 http://www.paintcole.com/thekularing/how-to-evolve-your-brand-marketing-during-covid-19/ Tue, 19 May 2020 13:34:37 +0000 podlove-2020-05-19t13:07:15+00:00-695c6e395887763 00:28:22 Kula Partners Featuring Ryan Carlson, Head of Market Development at Healthjump How to Evolve Your Brand Marketing During COVID-19 84 full COVID-19 has created a huge disruption in marketing, one we haven’t seen since the recession in 2008, says Ryan Carlson, Head of Market Development for Healthjump. He shares insights on how to evolve your brand marketing when your customer base is facing a new reality. How a B2B Manufacturer Pilots Success with ABM http://www.paintcole.com/thekularing/how-a-b2b-manufacturer-pilots-success-with-abm/ Tue, 12 May 2020 13:06:47 +0000 podlove-2020-05-12t13:01:53+00:00-54ef9187608bc4f 00:27:36 Kula Partners Featuring Fabio Luz, Latin America Media Team Leader and North America Digital Media Strategist at Schneider Electric How a B2B Manufacturer Pilots Success with ABM 83 full When it comes to creating account-based marketing (ABM) campaigns, more companies are stuck in strategy mode versus putting a program into practice. Fabio Luz, Latin America Media Team Leader and North America Digital Media Strategist at Schneider Electric, shares his account-based marketing pilot process, which helped the company identify target accounts and move them down the sales pipeline. How Podcasting Fits Into a B2B Manufacturing Marketing Strategy http://www.paintcole.com/thekularing/how-podcasting-fits-into-a-b2b-manufacturing-marketing-strategy/ Tue, 05 May 2020 14:15:12 +0000 podlove-2020-05-05t13:42:49+00:00-a2f1d174fac5ee9 00:28:54 Kula Partners Featuring Iris Weeden, Director of Marketing at MacroFab How Podcasting Fits Into a B2B Manufacturing Marketing Strategy 82 full Should B2B manufacturers step into the already-crowded podcasting arena? Iris Weeden, Director of Marketing at MacroFab, says the MacroFab Engineering Podcast is the company’s content engine with the added bonus of generating leads and revenue. She shares how the podcast drives traffic and conversions to the website, how they’ve grown to 5,000 downloads per week, and how they choose topics for the podcast and blog. Eight Ways to Get Started With Ecommerce http://www.paintcole.com/thekularing/eight-ways-to-get-started-with-ecommerce/ Tue, 28 Apr 2020 16:52:05 +0000 podlove-2020-04-28t16:47:04+00:00-03226ed9265c057 00:22:00 Kula Partners Kula Ring Hosts Jeff and Carman share eight ecommerce ideas that manufacturers can implement relatively quickly without a large budget. Eight Ways to Get Started With Ecommerce 81 full More manufacturers are moving their business online than ever before and the pandemic has accelerated that timeline. Jeff and Carman present eight different ideas on how you can stand up an ecommerce platform relatively quickly without a large budget and use of resources. Manufacturing a Virtual Factory Tour http://www.paintcole.com/thekularing/manufacturing-a-virtual-factory-tour/ Tue, 21 Apr 2020 15:44:34 +0000 podlove-2020-04-23t17:40:13+00:00-1ff297a405348fb 00:20:46 Kula Partners Jeff and Carman discuss ways to harness technology and staff to make virtual factory tours while prospects are social distancing due to COVID-19. Manufacturing a Virtual Factory Tour 80 full Many manufacturers have not stopped working during the pandemic and they have continued to buy and sell from other manufacturers. So how does the sales team close a B2B sale without having the factory tour as a successful “club in the bag” when prospects are social distancing? Jeff and Carman discuss ways to harness technology and knowledgeable staff to make a virtual factory tour a personalized, meaningful experience for each prospect. Why Marketers Should Build Accessible Websites http://www.paintcole.com/thekularing/why-marketers-should-build-accessible-websites/ Tue, 14 Apr 2020 14:39:26 +0000 podlove-2020-04-14t14:35:40+00:00-1f2abc715535e81 00:27:26 Kula Partners Kula Ring hosts Jeff and Carman discuss integrating accessibility features into your website and how they harmonize with conversion goals. Why Marketers Should Build Accessible Websites 79 full Why do marketers avoid website accessibility considerations? In this episode of The Kula Ring, Jeff W. White talks about where marketers fall short when building websites and web content for all users, and how accessibility features and conversion goals can work together to build a good user experience. Common Mistakes Marketers Make When Building Websites http://www.paintcole.com/thekularing/common-mistakes-marketers-make-when-building-websites/ Tue, 07 Apr 2020 14:46:53 +0000 podlove-2020-04-07t12:58:53+00:00-25813e3e338c27a 00:27:05 Kula Partners Kula Ring hosts Jeff and Carman discuss factors that impact website design and common mistakes marketers and designers make when they build websites. Common Mistakes Marketers Make When Building Websites 78 full Websites that marketers and other stakeholders are being asked to create are more and more complex, and at the same time, generic templates are on the rise. On The Kula Ring, Jeff White talks to Carman Pirie about how marketers can move beyond the aesthetics of the web build to thinking holistically, considering how information is organized and ensuring it meets accessibility requirements. Why the Funnel is Flawed for B2B Manufacturers http://www.paintcole.com/thekularing/why-the-funnel-is-flawed-for-b2b-manufacturers/ Tue, 31 Mar 2020 16:00:33 +0000 podlove-2020-03-30t19:02:59+00:00-2dd44c55bf0f115 00:37:32 Kula Partners Kula Ring hosts Jeff and Carman on why the inbound marketing sales funnel fails B2B manufacturers and how to humanize marketing for target accounts. Why the Funnel is Flawed for B2B Manufacturers 77 full The inbound marketing sales funnel suggests there’s an unlimited amount of traffic and leads, but how does that strategy scale when you’re a manufacturer with a limited number of prospects? On The Kula Ring, Carman Pirie and Jeff W. White discuss why the funnel doesn’t work in a B2B context and how manufacturers can shift to a more human-centered approach that focuses on a small number of target accounts using a blend of campaign tactics including inbound and account-based marketing strategies. How to Be a Future-Focused Manufacturing Marketer During COVID-19 http://www.paintcole.com/thekularing/how-to-be-a-future-focused-manufacturing-marketer-during-covid-19/ Tue, 24 Mar 2020 03:01:00 +0000 podlove-2020-03-23t20:44:51+00:00-99fdaf8c6f82eea 00:22:40 Kula Partners Kula Ring hosts Jeff and Carman discuss how manufacturers can repurpose current marketing efforts into digital opportunities during COVID-19. How to Be a Future-Focused Manufacturing Marketer During COVID-19 76 full With trade shows and conventions postponed due to the coronavirus (COVID-19), what can manufacturers do to showcase new products and services they had lined up for 2020? In this special episode of The Kula Ring, Jeff and Carman talk about how manufacturing marketers and other internal stakeholders can adapt to this new reality by moving parts of their business online and serving customers digitally. Creating a Sustainability Marketing Campaign That Buyers Can Relate To http://www.paintcole.com/thekularing/creating-a-sustainability-marketing-campaign-that-buyers-can-relate-to/ Tue, 17 Mar 2020 04:00:15 +0000 podlove-2020-03-16t17:56:43+00:00-3e498c45e1f5c9c 00:34:11 Kula Partners Featuring Sam Prudhomme, Vice President of Sales & Marketing, Mission Critical Environments at Senneca Holdings Creating a Sustainability Marketing Campaign That Buyers Can Relate To 75 full With data consumption rates doubling every year, and regulations becoming an industry trend, the data center industry needs to increase its reporting of power consumption. How can companies square their offerings with the global reality, and evolve their positioning and their messaging? Sam Prudhomme is Vice President of Sales and Marketing, Mission Critical Environments for Senneca Holdings, a company with a sub-division called Subzero Engineering that creates products that reduce the carbon footprint of data centers. Sam talks to Carman and Jeff about harmonizing campaign messaging around corporate responsibility and sustainability in order to help customers see the financial benefit of offsetting carbon emissions. Building a B2B Marketplace Using Blockchain http://www.paintcole.com/thekularing/building-a-b2b-marketplace-using-blockchain/ Tue, 10 Mar 2020 04:00:00 +0000 podlove-2020-03-05t20:22:00+00:00-c6e92149221a852 00:30:54 Kula Partners Featuring Lisa Butters, General Manager for GoDirect Trade at Honeywell Building a B2B Marketplace Using Blockchain 74 full Building trust on an e-commerce platform is about more than just posting pictures and prices. How can manufacturers digitize the $4-billion per year used aerospace parts industry while ensuring transparency? In this episode of The Kula Ring, Lisa Butters, General Manager for GoDirect Trade at Honeywell, talks to Jeff and Carman about how blockchain technology is key to winning over sellers to use the GoDirect Trade marketplace, how they’re drawing on the intuitive design of B2C platforms, and why a legacy manufacturer like Honeywell is driving this innovation. How to Evolve Your B2B Brand Message After an Acquisition http://www.paintcole.com/thekularing/how-to-evolve-your-b2b-brand-message-after-an-acquisition/ Tue, 03 Mar 2020 05:00:00 +0000 podlove-2020-03-02t17:28:52+00:00-a17fe5ef3f12130 00:28:36 Kula Partners Featuring Cathy Dodd, Vice President of Marketing at PolyOne How to Evolve Your B2B Brand Message After an Acquisition 73 full Any time a manufacturer acquires new assets, the brand evolves along with their customer base. How do you manage your communications strategy to keep pace with mergers and acquisitions? Cathy Dodd, Vice President of Marketing for PolyOne, talks to Jeff and Carman on The Kula Ring about how PolyOne created a campaign called “Challenge Accepted” to bring clarity to their brand messaging across a broad range of industries using customer feedback, buyer persona work, and through consolidating their website to better serve as a solutions-driver for their customers. How B2B Manufacturers Can Harness Emotional Connections in Marketing Campaigns http://www.paintcole.com/thekularing/how-b2b-manufacturers-can-harness-emotional-connections-in-marketing-campaigns/ Tue, 25 Feb 2020 05:00:53 +0000 podlove-2020-02-24t18:17:31+00:00-a606a432b9d2d32 00:29:11 Kula Partners Featuring Luke Schoenbeck, Marketing Director at Mark VII Equipment How B2B Manufacturers Can Harness Emotional Connections in Marketing Campaigns 72 full Emotional marketing campaigns are compelling, but where do they fit into a B2B manufacturer’s content strategy? Luke Schoenbeck, Marketing Director at Mark VII Equipment, created a year-long campaign showcasing car wash equipment factory workers and the team atmosphere at the company. He talks to Jeff and Carman on The Kula Ring podcast about how a focus on people (versus products or services) dramatically impacted engagement rates and conversions, and how Mark VII Equipment will approach its “people” campaign next year. Lessons from a Successful B2B Manufacturing Website Redesign http://www.paintcole.com/thekularing/lessons-from-a-successful-b2b-manufacturing-website-redesign/ Tue, 18 Feb 2020 05:00:00 +0000 podlove-2020-02-14t20:13:09+00:00-2a064762e926f3b 00:32:25 Kula Partners Featuring Christina Wegner, Vice President of Marketing at The Vollrath Company Lessons from a Successful B2B Manufacturing Website Redesign 71 full Before diving headfirst into a website redesign project, what are the moving parts a B2B marketer or other internal stakeholders should consider? Christina Wegner, Vice President of Marketing for The Vollrath Company, joins Jeff and Carman on The Kula Ring to talk about building the right foundation for your manufacturing company’s website redesign. She talks about developing a “listen-first” approach by assembling a stakeholder team early on in order to identify redesign objectives from feedback across departments. Maximize Your Resources by Consolidating Your Tech Stack http://www.paintcole.com/thekularing/maximize-your-resources-by-consolidating-your-tech-stack/ Tue, 11 Feb 2020 05:10:00 +0000 podlove-2020-02-10t16:06:04+00:00-b30df21292c0d2b 00:32:28 Kula Partners Featuring Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac Maximize Your Resources by Consolidating Your Tech Stack 70 full With a small centralized marketing team tasked with digital transformation, step one for Jon Sujecki, Director of eCommerce and Digital Marketing at Enerpac, was to evaluate the company’s websites. On The Kula Ring, Jon discusses with Jeff and Carman the challenges and benefits of consolidating their tech stack, including sacrificing flexibility to be able to do more for less. How to Humanize B2B With Design Thinking http://www.paintcole.com/thekularing/how-to-humanize-b2b-with-design-thinking/ Tue, 04 Feb 2020 05:00:00 +0000 podlove-2020-02-06t18:26:00+00:00-1299b180d9a898d 00:32:33 Kula Partners Featuring Jas Kaur, Marketing & Digital Experience Manager at Ellsworth Adhesives How to Humanize B2B With Design Thinking 69 full In this episode of The Kula Ring, Ellsworth Adhesives Marketing & Digital Experience Manager Jas Kaur talks about how her background in design thinking has helped her lead her organization toward a more human-centric approach to B2B. Her “business to everything” philosophy is guiding a tightly integrated marketing and digital team’s efforts in making their customers’ buying process fast, efficient, and intuitive. Troubleshooting + Time: Tips For Manufacturing Content Success http://www.paintcole.com/thekularing/troubleshooting-time-tips-for-manufacturing-content-success/ Tue, 28 Jan 2020 05:00:00 +0000 podlove-2020-01-27t21:35:10+00:00-6a04ca80e41657c 00:37:00 Kula Partners Featuring David Holliday, Director of Product Marketing at ProMach and founder of LabelingNews.com Troubleshooting + Time: Tips For Manufacturing Content Success 68 full In this episode of The Kula Ring, manufacturing content veteran David Holliday, Director of Product Marketing at ProMach and founder at LabelingNews.com, shares his experience creating successful, problem-solving B2B content. Among his top tips: own your platform, build your personal brand, think long-term, and don’t try too hard to rank—be a problem-solver instead. Creating a Unified Content Strategy Across a Global Marketplace http://www.paintcole.com/thekularing/creating-a-unified-content-strategy-across-a-global-marketplace/ Tue, 21 Jan 2020 05:00:43 +0000 podlove-2020-01-20t19:40:43+00:00-edbe107f13dfdc3 00:24:46 Kula Partners Featuring Courtney Sperlich, Marketing Director at The Duha Group Creating a Unified Content Strategy Across a Global Marketplace 67 full In this episode of The Kula Ring, Courtney Sperlich—Marketing Director at The Duha Group, an international manufacturer of colour marketing tools—discusses her organization’s challenges in scaling and interpreting marketing content for global and local customers. Colour has universal impact, but its appeal can vary dramatically between geographical regions. Courtney talks with Jeff and Carman about her 16-year career at The Duha Group and how they approach digital transformation, content distribution, and marketing their expertise to a diverse range of buyers. Engineering a Manufacturing Marketing Skill Set http://www.paintcole.com/thekularing/engineering-a-manufacturing-marketing-skill-set/ Tue, 14 Jan 2020 05:00:00 +0000 podlove-2020-01-06t14:01:00+00:00-0c53fd971292e18 00:24:06 Kula Partners Featuring Jason Cappiello, Market Intelligence Analyst at Kanthal Engineering a Manufacturing Marketing Skill Set 66 full In this episode of The Kula Ring, Market Intelligence Analyst Jason Cappiello describes how Kanthal (and its parent company, Sandvik) approaches hiring and developing skilled talent—including marketers with technical backgrounds—for a complex B2B business. He discusses his own journey, which took him from an engineering degree to a sales role to his current manufacturing marketing position. How Manufacturers Can Translate “Engineer Speak” Into Benefit-Focused Content http://www.paintcole.com/thekularing/how-manufacturers-can-translate-engineer-speak-into-benefit-focused-content/ Tue, 07 Jan 2020 08:00:56 +0000 podlove-2020-01-03t18:15:51+00:00-05a6ec7d8d9f8c2 00:00:00 Kula Partners Featuring Lisa Hargrove, Director of Sales and Marketing at LS Industries How Manufacturers Can Translate “Engineer Speak” Into Benefit-Focused Content 65 full Lisa 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. The Ultimate Five-Factor Model for User-Centric Design http://www.paintcole.com/thekularing/the-ultimate-five-factor-model-for-user-centric-design/ Tue, 17 Dec 2019 05:00:00 +0000 podlove-2019-12-17t19:24:52+00:00-e688f69093ce9f0 00:33:51 Kula Partners Featuring Yazin Akkawi, founder and principal product designer at MSTQ The Ultimate Five-Factor Model for User-Centric Design 64 full MSTQ 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. Transform Your Business With Account-Based Marketing http://www.paintcole.com/thekularing/transform-your-business-with-account-based-marketing/ Tue, 10 Dec 2019 05:00:00 +0000 podlove-2019-12-04t17:16:37+00:00-809c866a301172b 00:26:30 Kula Partners Featuring Sangram Vajre, Co-Founder & Chief Evangelist at Terminus Transform Your Business With Account-Based Marketing 63 full Sangram 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. A B2B Manufacturer’s 100% Win Rate With ABM http://www.paintcole.com/thekularing/a-b2b-manufacturers-100-win-rate-with-abm/ Tue, 03 Dec 2019 08:00:00 +0000 podlove-2019-11-29t17:44:18+00:00-5c28d66bed35a77 00:37:07 Kula Partners Featuring Daniel Englebretson, Director, Growth Marketing and Demand Generation at Phononic A B2B Manufacturer’s 100% Win Rate With ABM 62 full Daniel 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. A Manufacturing Brand Integration Playbook http://www.paintcole.com/thekularing/a-manufacturing-brand-integration-playbook/ Tue, 26 Nov 2019 05:00:38 +0000 podlove-2019-11-25t17:19:03+00:00-c2b6529484ec60e 00:34:52 Kula Partners Featuring John Eklund, Vice President, Marketing at ProMach A Manufacturing Brand Integration Playbook 61 full John 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. How Journalism Shapes a B2B Marketer’s Approach http://www.paintcole.com/thekularing/how-journalism-shapes-a-b2b-marketers-approach/ Tue, 19 Nov 2019 06:00:59 +0000 podlove-2019-11-18t17:52:27+00:00-d5ebb4455c715e1 00:27:56 Kula Partners Featuring Tracey Rettig, Marketing Specialist at Kistler Instrument Corporation How Journalism Shapes a B2B Marketer’s Approach 60 full Tracey 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. Meeting Your Customers Where They Are http://www.paintcole.com/thekularing/meeting-your-customers-where-they-are/ Tue, 12 Nov 2019 13:00:30 +0000 podlove-2019-10-15t18:28:26+00:00-724b1bfc13991f8 00:29:00 Kula Partners Featuring Michael Blake, Director of Marketing at KM International Meeting Your Customers Where They Are 59 full Michael 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. How a German-Owned Manufacturer Markets Regionally Within the US http://www.paintcole.com/thekularing/how-a-german-owned-manufacturer-markets-regionally-within-the-us/ Tue, 05 Nov 2019 08:00:36 +0000 podlove-2019-11-04t18:43:03+00:00-e8dc7635e654943 00:32:32 Kula Partners Featuring Jon LaPorta, Vice President, Marketing, Pfannenberg USA How a German-Owned Manufacturer Markets Regionally Within the US 58 full Jon 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. Using Video To Build and Strengthen Customer Relationships http://www.paintcole.com/thekularing/using-video-to-build-and-strengthen-customer-relationships/ Tue, 29 Oct 2019 08:30:30 +0000 podlove-2019-10-28t20:23:54+00:00-efe33e7a97c1009 00:31:26 Kula Partners Featuring James Stanaway, Director of Marketing, Epilog Laser Using Video To Build and Strengthen Customer Relationships 57 full James 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. Taking a Customer-Centric Approach to Product Development and Marketing http://www.paintcole.com/thekularing/taking-a-customer-centric-approach-to-product-development-and-marketing/ Tue, 22 Oct 2019 04:00:25 +0000 podlove-2019-10-15t18:11:14+00:00-0ca2309fb13393a 00:27:35 Kula Partners Featuring Greg Palmer, Director of Marketing, National Nail Taking a Customer-Centric Approach to Product Development and Marketing 56 full Greg 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. Using a Listening-First Strategy to Create Effective Marketing http://www.paintcole.com/thekularing/using-a-listening-first-strategy-to-create-effective-marketing/ Tue, 15 Oct 2019 07:00:20 +0000 podlove-2019-10-11t15:59:43+00:00-142d5ab70c79e23 00:29:12 Kula Partners Featuring Jen Miret, Director of Marketing, Bendheim Using a Listening-First Strategy to Create Effective Marketing 55 full Jen Miret, Director of Marketing at Bendheim, describes the listening strategy she uses to create marketing that resonates with specialty architectural glass and systems customers. Tools such as keyword research, social media, and public relations enable Jen to identify market opportunities so that Bendheim can better serve its customers. Smart Factory Adoption, Rethinking Education, and Jumpstarting Digital Manufacturing: ManufacturED Special Compilation Part 2 http://www.paintcole.com/thekularing/smart-factory-adoption-rethinking-education-and-jumpstarting-digital-manufacturing-manufactured-special-compilation-part-2/ Tue, 08 Oct 2019 07:00:33 +0000 podlove-2019-10-07t13:53:49+00:00-9ca6a34aedb57bf 00:42:40 Kula Partners Featuring Paul Wellener, Vice Chairman of Deloitte LLP and Leader of the US Industrial Products & Construction Practice; Dr. Gary Bertoline, the Dean of Purdue Polytechnic Institute; and Raj Batra, President of Digital Industries at Siemens USA. Smart Factory Adoption, Rethinking Education, and Jumpstarting Digital Manufacturing: ManufacturED Special Compilation Part 2 54 full As official media sponsors at ManufacturED 2019 in Chicago, The Kula Ring had the pleasure of podcasting onsite, interviewing leaders at the forefront of digital transformation in manufacturing. This special compilation episode focuses on smart factory adoption, rethinking education, and jumpstarting digital manufacturing. Hear three short interviews with Paul Wellener, Vice Chairman of Deloitte LLP and Leader of the US Industrial Products & Construction Practice; Dr. Gary Bertoline, the Dean of Purdue Polytechnic Institute; and Raj Batra, President of Digital Industries at Siemens USA. Finding Top Talent and Enabling Your Teams To Do ‘Deep Work’: ManufacturED Special Compilation Part 1 http://www.paintcole.com/thekularing/finding-top-talent-and-enabling-your-teams-to-do-deep-work-manufactured-special-compilation-part-1/ Tue, 01 Oct 2019 17:00:30 +0000 podlove-2019-10-02t11:25:52+00:00-143dd79a26b8751 00:35:36 Kula Partners Featuring Stephen Gold, CEO of MAPI; Cal Newport, acclaimed author; and JoAnna Sohovich, CEO of The Chamberlain Group Finding Top Talent and Enabling Your Teams To Do ‘Deep Work’: ManufacturED Special Compilation Part 1 53 full As official media sponsors at ManufacturED 2019 in Chicago, The Kula Ring had the pleasure of podcasting onsite, interviewing leaders at the forefront of digital transformation in manufacturing. This special compilation episode focuses on the importance of finding top talent and enabling your teams to do ‘deep work’, including three short interviews with Stephen Gold, CEO of MAPI; Cal Newport, acclaimed author; and JoAnna Sohovich, CEO of The Chamberlain Group. Success at Trade Shows Starts With A Proper Understanding of Account-Based Marketing http://www.paintcole.com/thekularing/success-at-trade-shows-starts-with-a-proper-understanding-of-account-based-marketing/ Tue, 24 Sep 2019 13:28:28 +0000 podlove-2019-09-23t18:01:36+00:00-e2399a04ba9cde3 00:36:06 Kula Partners Featuring Steve Miller, Marketing Expert at The Adventure LLC Success at Trade Shows Starts With A Proper Understanding of Account-Based Marketing 52 full Steve Miller of The Adventure LLC discusses why focusing on building strong relationships with key accounts is critical to generating ROI at trade shows. Manufacturing Better Marketing, Sales, and C-Suite Alignment http://www.paintcole.com/thekularing/manufacturing-better-marketing-sales-and-c-suite-alignment/ Tue, 17 Sep 2019 07:00:42 +0000 podlove-2019-09-12t11:25:42+00:00-2900401975cd2d4 00:36:30 Kula Partners Featuring Irina Kem, Director of Marketing at PACKPRO Systems Manufacturing Better Marketing, Sales, and C-Suite Alignment 51 full Irina Kem, Director of Marketing at PACKPRO Systems, is on a mission to smash the glass wall between marketing and sales. With over 15 years’ experience in B2B marketing, her advice to younger marketers is to get out of their offices and into important conversations happening between the sales department and the C-suite. Without a better fundamental understanding of their own business’s processes and pain points, Irina says marketers are setting themselves up for failure—but the path to B2B marketing success becomes clear in this episode of The Kula Ring. Customer-Centric B2B Channel Management in the Age of Amazon http://www.paintcole.com/thekularing/customer-centric-b2b-channel-management-in-the-age-of-amazon/ Tue, 10 Sep 2019 07:00:35 +0000 podlove-2019-09-04t18:21:35+00:00-1fd6cd8e37e2c68 00:43:42 Kula Partners Featuring D. Bruce Merrifield, President of Merrifield Consulting Group Ltd. and partner at Waypoint Analytics Customer-Centric B2B Channel Management in the Age of Amazon 50 full D. Bruce Merrifield of the Merrifield Consulting Group and Waypoint Analytics brings over 40 years of B2B insight to this episode, in which he talks about how Amazon Business applied learnings from their overwhelming success in online consumer sales to take on legacy B2B distribution channels. Bruce says manufacturers need to radically transform their relationships with distributors—and distributors must reinvent their business models—not only to succeed, but to survive in the Age of Amazon. Embracing Industry 4.0: Technology Adoption in Manufacturing http://www.paintcole.com/thekularing/embracing-industry-4-0-technology-adoption-in-manufacturing/ Tue, 03 Sep 2019 07:00:48 +0000 podlove-2019-08-29t16:11:20+00:00-eb12628852f8692 00:24:14 Kula Partners Featuring Paul Wellener, Vice Chairman, Deloitte LLP, and U.S. Industrial Products and Construction Leader, Deloitte Consulting LLP Embracing Industry 4.0: Technology Adoption in Manufacturing 49 full Paul Wellener—Vice Chairman, Deloitte LLP, and U.S. Industrial Products and Construction Leader, Deloitte Consulting LLP—provides early insights into Deloitte and MAPI’s collaborative research on technology adoption in manufacturing, being released at the ManufacturED Summit happening September 16-18 in Chicago. He shares which factors are critical to success in digital transformation, along with different approaches to implementing digital practices in the context of Industry 4.0—offering manufacturers a way forward regardless of adoption level. Accelerating Digital Transformation in Manufacturing http://www.paintcole.com/thekularing/accelerating-digital-transformation-in-manufacturing/ Tue, 27 Aug 2019 07:00:57 +0000 podlove-2019-08-21t12:53:19+00:00-d901bbdf4dd80e3 00:31:54 Kula Partners Featuring Stephen Gold, President & CEO of MAPI Accelerating Digital Transformation in Manufacturing 48 full In the lead up to the 2019 ManufacturED Summit happening in Chicago September 16-18, Stephen Gold, President and CEO of the Manufacturers Alliance for Productivity and Innovation (MAPI), shares his outlook on digital transformation in manufacturing. He discusses the dynamics shaping digital transformation in the industry—including its implications for marketing and sales—along with the highlights attendees can look forward to at this year’s conference. Managing a Major Campaign Pivot During a Product Portfolio Change http://www.paintcole.com/thekularing/managing-a-major-campaign-pivot-during-a-product-portfolio-change/ Tue, 20 Aug 2019 07:00:26 +0000 podlove-2019-08-14t16:25:19+00:00-76c1e1371230bc9 00:28:16 Kula Partners Featuring Jacki Lutz, Global Head of Marketing Communications and Intelligence of Sensata Technologies Managing a Major Campaign Pivot During a Product Portfolio Change 47 full Jacki Lutz, Global Head of Marketing Communications and Intelligence, talks with Carman and Jeff about how Sensata Technologies made a product portfolio change last year, causing them to pivot midway through a major marketing campaign. The campaign was centered on their legacy product, Schrader valves—a product they were no longer selling. Using Earned Media as a Source of Content Marketing http://www.paintcole.com/thekularing/using-earned-media-as-a-source-of-content-marketing/ Tue, 13 Aug 2019 07:00:23 +0000 podlove-2019-07-29t19:27:12+00:00-b5d61eb8eaaa7b1 00:29:00 Kula Partners Featuring David Ward, Director of Public Affairs at the Association of Equipment Manufacturers Using Earned Media as a Source of Content Marketing 46 full David Ward, Director of Public Affairs at the Association of Equipment Manufacturers, brings his public relations perspective to The Kula Ring, sharing insights on how manufacturing marketers can use earned media as a source of content marketing, the importance of internal communications, and how virtual reality (VR) is being used in marketing and public affairs. A Look at a B2B Digital Transformation with 20/20 Hindsight http://www.paintcole.com/thekularing/a-look-at-a-b2b-digital-transformation-with-20-20-hindsight/ Tue, 06 Aug 2019 07:00:30 +0000 podlove-2019-07-30t11:30:05+00:00-6f79f74c017d235 00:33:15 Kula Partners Featuring Brian Richards, Digital Marketing Supervisor at Gardner Denver A Look at a B2B Digital Transformation with 20/20 Hindsight 45 full Brian Richards, Digital Marketing Supervisor at Gardner Denver, shares his insights on how he led a digital transformation in his previous role at Knapheide Manufacturing—moving from push marketing tactics to pulling customers through their distribution network. Redefining Goals While Managing the Digital Transformation of Sales & Marketing http://www.paintcole.com/thekularing/redefining-goals-while-managing-the-digital-transformation-of-sales-marketing/ Tue, 30 Jul 2019 07:00:02 +0000 podlove-2019-07-29t19:01:09+00:00-cfc92ecb6c096ea 00:34:52 Kula Partners Featuring Kellie De Pooter, Global Marketing Manager at G&W Electric Redefining Goals While Managing the Digital Transformation of Sales & Marketing 44 full Kellie De Pooter, Global Marketing Manager at G&W Electric, discusses her approach to redefining G&W Electric’s goals on this episode of The Kula Ring. To stay competitive in the marketplace, her new manufacturing marketing department supports product development and sales and manages new digital marketing initiatives. How Manufacturing Marketers Can Get Buy-in for Digital Initiatives http://www.paintcole.com/thekularing/how-manufacturing-marketers-can-get-buy-in-for-digital-initiatives/ Tue, 23 Jul 2019 07:00:32 +0000 podlove-2019-07-18t17:49:24+00:00-8fc581ee69bec3c 00:32:52 Kula Partners Featuring Alex Lovdahl, Digital Experience Manager at Brandt How Manufacturing Marketers Can Get Buy-in for Digital Initiatives 43 full Alex Lovdahl, Digital Experience Manager at Brandt, talks with Jeff and Carman on The Kula Ring about getting leadership’s buy-in for digital marketing initiatives by using results to demonstrate their effectiveness. How Manufacturing Marketers Can Help B2B Buyers During Their Self-Directed Research Process http://www.paintcole.com/thekularing/how-manufacturing-marketers-can-help-b2b-buyers-during-their-self-directed-research-process/ Tue, 16 Jul 2019 07:00:03 +0000 podlove-2019-07-05t13:44:24+00:00-9aac543d100bde9 00:39:14 Kula Partners Featuring Google's Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead How Manufacturing Marketers Can Help B2B Buyers During Their Self-Directed Research Process 42 full Jeff and Carman talk with Google's Tarun Rathnam, Head of Industry for B2B Advertising, and Aaron Hite, Partner Lead, in this episode of The Kula Ring. With at least two thirds of B2B buyers preferring to conduct their own research online according to Google’s study with Comscore, they discuss how manufacturing marketers can adapt their marketing strategies to reach B2B buyers throughout their self-directed research process. It’s Not About Price or Product: Solve Your Buyers’ Problems http://www.paintcole.com/thekularing/its-not-about-price-or-product-solve-your-buyers-problems/ Tue, 09 Jul 2019 09:45:51 +0000 podlove-2019-07-08t01:09:35+00:00-641b2f2c6791a40 00:41:14 Kula Partners Featuring Mark Mitchell, Strategic Marketing Consultant at Whizard Strategy It’s Not About Price or Product: Solve Your Buyers’ Problems 41 full Mark Mitchell of Whizard Strategy, a consultancy that specializes in building materials sales and marketing, shares the keys to differentiating your manufacturing brand and winning over buyers. Mark’s advice? It has nothing to do with product features or price—rather, it has to do with how well you understand your buyer’s business and how well you can help them solve their problems. Building a B2B Brand That Customers Love http://www.paintcole.com/thekularing/building-a-b2b-brand-that-customers-love/ Tue, 02 Jul 2019 04:00:42 +0000 podlove-2019-06-28t13:04:20+00:00-4d99355b8935fc1 00:30:36 Kula Partners Featuring Greg Palese, VP Marketing at Klein Tools Building a B2B Brand That Customers Love 40 full Greg Palese, VP Marketing at Klein Tools, proves that brand-building isn’t just for B2C. He shares his experiences marketing an iconic manufacturing brand—including how to nurture brand fans and how Klein Tools is shaping the conversation around the trades skills gap, resulting in over $38 million in earned media. Creating an Effective Sales Enablement Content Strategy http://www.paintcole.com/thekularing/creating-an-effective-sales-enablement-content-strategy/ Tue, 25 Jun 2019 15:43:15 +0000 podlove-2019-06-18t10:29:57+00:00-30cbd644456ee0f 00:28:40 Kula Partners Featuring Sarah Carson, Director of Marketing at Rohrer Creating an Effective Sales Enablement Content Strategy 39 full Sarah Carson from packaging design and manufacturing company, Rohrer, talks about bringing together marketing and sales teams from two organizations, building in-house capabilities, and her approach to creating powerful sales enablement content. How Manufacturers Can Sell Better to Architects (From an Architect’s Point of View) http://www.paintcole.com/thekularing/how-manufacturers-can-sell-better-to-architects-from-an-architects-point-of-view/ Tue, 18 Jun 2019 07:00:43 +0000 podlove-2019-06-13t19:16:09+00:00-92a5e0db9504584 00:40:06 Kula Partners Featuring Vincent Van Den Brink, Architect Partner at Breakhouse How Manufacturers Can Sell Better to Architects (From an Architect’s Point of View) 38 full Vincent Van Den Brink, Architect Partner at Breakhouse, talks with Jeff and Carman about how manufacturers can improve the ways they provide value to technical buyers and architects during the sales process by thinking beyond a free lunch. Enhance Your Manufacturer’s Trade Show ROI Before Stepping on the Floor http://www.paintcole.com/thekularing/enhance-your-manufacturers-trade-show-roi-before-stepping-on-the-floor/ Tue, 11 Jun 2019 07:08:39 +0000 podlove-2019-06-10t19:03:21+00:00-d7ba919ed3f6c57 00:33:18 Kula Partners Featuring Tom McLaughlin, US Marketing Manager at Nord Drivesystems Enhance Your Manufacturer’s Trade Show ROI Before Stepping on the Floor 37 full Tom McLaughlin, US Marketing Manager at Nord Drivesystems, shares how a sales-driven manufacturing organization can enhance the ROI of their trade show presence through public relations, email marketing, and social media prior to and after the show. Using Customer Feedback to Improve Your Marketing http://www.paintcole.com/thekularing/using-customer-feedback-to-improve-your-marketing/ Tue, 04 Jun 2019 07:00:18 +0000 podlove-2019-05-28t19:32:19+00:00-26d82eb53431ffc 00:34:28 Kula Partners Featuring Tim Bay, Head of Digital Marketing at Fellowes Brands Using Customer Feedback to Inform Your Marketing 36 full In this episode of The Kula Ring, Jeff and Carman talk with Tim Bay, Head of Digital Marketing at Fellowes Brands, about how manufacturers can use customer feedback to improve their marketing, approaches to introducing brand new products to the marketplace, and the benefits of working for a 100 year-old family-owned business. How To Create an End User and Dealer-Focused Marketing Strategy http://www.paintcole.com/thekularing/how-to-create-an-end-user-and-dealer-focused-marketing-strategy/ Tue, 28 May 2019 12:00:42 +0000 podlove-2019-05-27t12:37:27+00:00-fddc727a0450561 00:33:45 Kula Partners Featuring Emily Boland, Marketing Manager at Tayco How To Create an End User and Dealer-Focused Marketing Strategy 35 full Jeff and Carman talk with Emily Boland from Tayco about how to market your manufacturing brand in a crowded marketplace, how to appeal to multiple buyer personas, the ROI of creating strong dealer relationships, and her experience with rebranding. Building Successful Distributor Relationships http://www.paintcole.com/thekularing/building-successful-distributor-relationships/ Tue, 21 May 2019 00:04:07 +0000 podlove-2019-05-29t16:12:12+00:00-2b6421e994db237 00:30:13 Kula Partners Featuring Ashley Miller, Marketing Planner and Bruce Howie, Global Product Marketing Manager at DCC LANSCO Building Successful Distributor Relationships 34 full Jeff and Carman talk with Ashley Miller and Bruce Howie from Dominion Colour about building strong distributor relationships in an increasingly digital marketplace. How Ecommerce Can Enhance Customer Service & Increase Sales http://www.paintcole.com/thekularing/how-ecommerce-can-enhance-customer-service-increase-sales/ Tue, 14 May 2019 07:11:24 +0000 podlove-2019-05-13t15:59:40+00:00-5f5a18516cb6f98 00:00:00 Kula Partners Featuring Murray Bain, VP of Marketing at Stanpac How Ecommerce Can Enhance Customer Service & Increase Sales 33 full In this episode of The Kula Ring, Jeff and Carman talk with Murray Bain, VP of Marketing for Stanpac, about implementing ecommerce to enhance their customer service and effectively manage orders of all sizes. They also discuss how this has resulted in continuous sales growth from online sales. Demand More From Your Marketing Campaigns http://www.paintcole.com/thekularing/demand-more-from-your-marketing-campaigns/ Tue, 07 May 2019 07:00:54 +0000 podlove-2019-05-01t17:46:16+00:00-8f1a6a23876bada 00:00:00 Kula Partners Featuring Drew Richards, Marketing Manager at Hernon Manufacturing Inc. Demand More From Your Marketing Campaigns 32 full In this episode of The Kula Ring, Jeff and Carman talk with Drew Richards, Marketing Manager for Hernon Manufacturing, about refining marketing strategies to achieve accurate attribution for campaign reporting and lead generation on a lean marketing budget. Making Room for Marketing in a Sales-Driven B2B Manufacturer http://www.paintcole.com/thekularing/making-room-for-marketing-in-a-sales-driven-b2b-manufacturer/ Tue, 30 Apr 2019 07:00:05 +0000 podlove-2019-04-29t13:11:39+00:00-588c5f2e581b1ff 00:35:10 Kula Partners Featuring Tina Hart, Vice President of Marketing, Labels and Packaging Materials North America at Avery Dennison Corporation Making Room for Marketing in a Sales-Driven B2B Manufacturer 31 full In this episode of The Kula Ring, Jeff and Carman talk with Tina Hart, Vice President of Marketing, Labels and Packaging Materials North America at Avery Dennison Corporation about finding value for marketing initiatives in a conservative, sales-driven manufacturing company. Why Context is Everything for Manufacturing Marketers http://www.paintcole.com/thekularing/why-context-is-everything-for-manufacturing-marketers/ Tue, 23 Apr 2019 04:00:47 +0000 podlove-2019-02-22t15:06:21+00:00-6277863fd6d226a 00:35:04 Kula Partners Featuring Doug Hunter, Sr. Director, Corporate Marketing at Lattice Semiconductor 30 full In this episode of The Kula Ring podcast, Jeff and Carman talk with Doug Hunter of Lattice Semiconductor about how to better quantify your marketing decisions and the importance of context for your customers. B2B Marketing When Your Customers are in a Rapidly Changing Industry http://www.paintcole.com/thekularing/b2b-marketing-when-your-customers-are-in-a-rapidly-changing-industry/ Tue, 16 Apr 2019 04:00:11 +0000 podlove-2019-02-21t16:47:55+00:00-86c1104c0923a3f 00:27:48 Kula Partners Featuring John Perry, Chief Marketing & Communications Officer at Power Digital within GE Power 29 full In this episode of The Kula Ring, Jeff and Carman talk to John Perry, the Chief Marketing and Communications Officer at Power Digital within GE Power. John talks about the challenges of marketing to customers who are in an industry that's in the middle of rapid and fundamental changes to their business model. How to Collaborate Effectively with Former Competitors http://www.paintcole.com/thekularing/how-to-collaborate-effectively-with-former-competitors/ Tue, 09 Apr 2019 04:00:58 +0000 podlove-2019-02-20t18:46:16+00:00-0a0a9bd5d1b7f74 00:37:38 Kula Partners Featuring Cori Walsh, Marketing Specialist and Jake Jeffords, Director of Marketing and Global Account at Vermeer MV Solutions 28 full In this episode of The Kula Ring, Jeff and Carman chat with Cori Walsh and Jake Jeffords—two marketers who worked for competing manufacturers that have recently both been acquired by Vermeer. They discuss the challenges and opportunities that come with learning to collaborate with a former competitor. Building a Purpose-Driven Manufacturing Culture http://www.paintcole.com/thekularing/building-a-purpose-driven-manufacturing-culture/ Tue, 02 Apr 2019 04:00:01 +0000 podlove-2019-01-18t14:39:43+00:00-758cfebae477e6c 00:35:18 Kula Partners Featuring Keith Maki, Director of Marketing and Public Relations at Cascade Engineering 27 full In this episode of The Kula Ring, Jeff and Carman talk with Keith Maki, Director of Marketing and Public Relations at Cascade Engineering, about how Cascade has built a unique manufacturing culture that helps their community, helps the world, and helps them stand out in a crowded marketplace. Why Manufacturing Marketers Need to Focus On CX http://www.paintcole.com/thekularing/why-manufacturing-marketers-need-to-focus-on-cx/ Tue, 26 Mar 2019 04:00:16 +0000 podlove-2019-01-16t13:36:48+00:00-0c323b919e65f5d 00:41:34 Kula Partners Featuring Augie Ray, Senior Research Analyst and Executive Advisor of Customer Experience at Gartner 26 full On this episode of The Kula Ring, Jeff and Carman speak with Augie Ray, Senior Research Analyst and Executive Advisor of Customer Experience at Gartner, about how CX is the most important aspect of marketing in 2019 and how to focus on customers' unmet needs. How Manufacturing Marketers Can Cut the BS http://www.paintcole.com/thekularing/how-manufacturing-marketers-can-cut-the-bs/ Tue, 19 Mar 2019 04:00:56 +0000 podlove-2019-01-17t15:08:40+00:00-139abdb642bd43a 00:32:40 Kula Partners Featuring Sander Arts, CMO, Advisor, and Author of “Cut the Bullsh*t Marketing" 25 full In this episode of The Kula Ring, Jeff and Carman talk with Sander Arts, CMO, Advisor, and Author of “Cut the Bullsh*t Marketing.” They discuss his role in growing a semiconductor manufacturer from the top 20 in the industry into the top 5, and how manufacturing marketers can cut through the BS to get results that really matter. Content Marketing Isn’t Dead http://www.paintcole.com/thekularing/content-marketing-isnt-dead/ Tue, 12 Mar 2019 04:00:37 +0000 podlove-2019-03-06t15:28:07+00:00-436b08ecd84f90c 00:39:50 Kula Partners Featuring Amber Naslund, Senior Content Marketing Evangelist at LinkedIn 24 full In this episode of The Kula Ring, Jeff and Carman talk to Amber Naslund about how marketers can make a bigger impact with content that provides real value to prospects and customers. Breaking Down the Brand Barrier http://www.paintcole.com/thekularing/breaking-down-the-brand-barrier/ Tue, 05 Mar 2019 14:29:00 +0000 podlove-2019-03-05t14:09:41+00:00-0c8d66d8a7f194a 00:36:44 Kula Partners Featuring Christina Fuges and Tony Demakis, hosts of the Manufacturing Alliance podcast 23 full In this episode of The Kula Ring, Jeff and Carman talk with Christina Fuges, Editorial Director at MoldMaking Technology, and Tony Demakis, Sales and Marketing Specialist at Alliance Specialties and Laser Sales. Christina and Tony are the hosts of the Manufacturing Alliance podcast, and they chat with Jeff and Carman about using stories and personal connections to break down the brand barrier. Pricing for Success http://www.paintcole.com/thekularing/pricing-for-success/ Tue, 26 Feb 2019 19:11:01 +0000 podlove-2019-02-26t19:06:08+00:00-c22970bdaa713b1 00:35:20 Kula Partners Featuring JD Dillon, Vice President of Marketing and Pricing at Enphase Energy, Inc. 22 full In this episode of The Kula Ring, Jeff and Carman talk with JD Dillon, Vice President of Marketing and Pricing at Enphase Energy, about ensuring that you're pricing your products and services correctly, and how that should tie into your marketing. Managing Branding & Marketing During Manufacturing Mergers http://www.paintcole.com/thekularing/managing-branding-marketing-during-manufacturing-mergers/ Tue, 19 Feb 2019 14:41:56 +0000 podlove-2019-02-19t14:28:40+00:00-c5f3c7abefd0d73 00:29:18 Kula Partners Featuring Trish Kempkes, Director of Global Communications & Marketing at BW Papersystems 21 full In this episode of The Kula Ring, Jeff and Carman talk with Trish Kempkes, the Director of Global Communications and Marketing at BW Papersystems, about how to effectively combine brands during mergers and acquisitions, and how it's sometimes better to just rip off the Band-Aid. Finding The Right Martech Mix For Manufacturers http://www.paintcole.com/thekularing/finding-the-right-martech-mix-for-manufacturers/ Mon, 11 Feb 2019 20:28:21 +0000 podlove-2019-02-11t19:55:18+00:00-c593c9f978c03d7 00:25:59 Kula Partners Featuring Brittney Zeller, Marketing Technology and Analytics Manager at AAF International 20 full Brittney Zeller of AAF International walks The Kula Ring through how her manufacturing company’s new approach to martech helps bridge the gap between marketing, sales, and IT. Starting with the End in Mind http://www.paintcole.com/thekularing/starting-with-the-end-in-mind/ Tue, 05 Feb 2019 12:41:37 +0000 podlove-2019-02-05t18:17:44+00:00-e4cdeeb92e4ffcf 00:26:50 Kula Partners Featuring Sean Rossi, Senior Marketing Director - Demand Generation at Samsung Electronics America 19 full In this episode of The Kula Ring, Jeff and Carman talk with Sean Rossi. Currently the Senior Marketing Director - Demand Generation with Samsung Electronics America, Sean was at RB at the time of this recording. Sean shares insights about the importance of agility in manufacturing marketing, not getting lost in the data, and doing your planning with the end goal in mind. Millennials Leading Digital Transformation http://www.paintcole.com/thekularing/millennials-leading-digital-transformation/ Mon, 28 Jan 2019 19:18:02 +0000 podlove-2019-01-28t18:23:54+00:00-a2f7a8b74eba844 00:29:40 Kula Partners Featuring Zach Garrett, Director, CX Programs & Communities at Belden Inc. 18 full Carman and Jeff welcome Zach Garrett, Director, CX Programs & Communities at Belden Inc., in this episode of The Kula Ring. Zach’s aggressive career path has lead him to a director role in transforming Belden’s digital experience just a few years after his graduation from university. They discuss the opportunities presented by manufacturing marketing, how to get a traditional sales team to play a critical role in digital transformation, the importance of human-to-human marketing, and why large manufacturing companies must embrace Millennials to thrive in today’s market. Leading the Pack in Manufacturing Marketing http://www.paintcole.com/thekularing/leading-the-pack-in-manufacturing-marketing/ Tue, 22 Jan 2019 18:20:50 +0000 podlove-2019-01-22t18:14:49+00:00-bc29e59bc9c8a0d 00:26:10 Kula Partners Featuring Lew Weiss, Host of Manufacturing Talk Radio and President of All Metals & Forge Group 17 full In this episode of The Kula Ring, Jeff and Carman talk with Lew Weiss of Manufacturing Talk Radio and All Metals & Forge Group. Lew shares some of his insights from his long experience as a manufacturing marketing trailblazer, and offers some tips for staying ahead of the game. How Global Companies Can Create Universal Marketing http://www.paintcole.com/thekularing/how-global-companies-can-create-universal-marketing/ Tue, 15 Jan 2019 12:54:21 +0000 podlove-2019-01-15t12:49:36+00:00-a9c07903e42dcbf 00:26:36 Kula Partners Featuring Kristin Fallon, Marketing Communications Executive at GE Power 16 full In this episode of The Kula Ring, Jeff and Carman talk with Kristin Fallon, Marketing Communications Executive at GE Power, about creative content channels, connecting across cultures, and crafting marketing that works anywhere. Testing 1, 2, 3: A Manufacturer’s Iterative Approach to a Website Redesign http://www.paintcole.com/thekularing/testing-1-2-3-a-manufacturers-iterative-approach-to-a-website-redesign/ Mon, 07 Jan 2019 17:47:07 +0000 podlove-2019-01-07t16:48:07+00:00-d3486bb41380a23 00:30:10 Kula Partners Featuring Christina Liebman, Director of Global Marketing and Digital Strategy at Advanced Energy Industries 15 full In this episode of The Kula Ring, Jeff and Carman talk with Christina Liebman, Director of Global Marketing and Digital Strategy, about the iterative website redesign process she recently followed at Advanced Energy Industries. By continuously testing and refining along the way, she was able to meet the objectives set out for the redesign. Christina also discusses the unforeseen challenges she met along the way including working with more vendors than anticipated and educating the team to create mobile-friendly content that would also resonate with international audiences. Agile Manufacturing is the Future http://www.paintcole.com/thekularing/agile-manufacturing-is-the-future/ Wed, 02 Jan 2019 18:23:43 +0000 podlove-2019-01-02t17:33:07+00:00-95163c031945be9 00:31:02 Kula Partners Featuring Krisztina "Z" Holly, Host of The Art of Manufacturing and Chief Instigator of MAKE IT IN LA 14 full In this episode of The Kula Ring, Jeff and Carman talk to Krisztina Holly, better known as Z, about agile manufacturing, and the lessons that manufacturers need to learn to be competitive in 2019 and beyond. Cultivating a B2C Mindset for B2B Manufacturers http://www.paintcole.com/thekularing/cultivating-a-b2c-mindset-for-b2b-manufacturers/ Mon, 10 Dec 2018 18:30:48 +0000 podlove-2018-12-10t16:54:26+00:00-ee7f697fa426f51 00:29:22 Kula Partners Featuring Daniel Williams, Digital Marketing Director at Samtec 13 full In this episode of The Kula Ring, Jeff and Carman talk with Daniel Williams, Digital Marketing Director at Samtec, about how B2B manufacturing marketers can take inspiration from B2C giants like Amazon to provide easier experiences for B2B buyers, the power of data, and where to buy the best socks. Don’t Be Blinded By Your Data http://www.paintcole.com/thekularing/dont-be-blinded-by-your-data/ Tue, 27 Nov 2018 13:07:28 +0000 podlove-2018-11-27t13:02:03+00:00-b1fef89e2565eb4 00:40:58 Kula Partners Featuring Logan Dunn, Marketing Director and Chris Silva, Digital Marketing Manager at ClearBags 12 full In this episode of The Kula Ring, Jeff and Carman talk with Logan Dunn and Chris Silva of ClearBags about avoiding vanity metrics, finding the numbers that matter for your company, and building the right tech stack. Content and Community for Manufacturing Marketers http://www.paintcole.com/thekularing/content-and-community-for-manufacturing-marketers/ Mon, 12 Nov 2018 16:51:35 +0000 podlove-2018-11-12t15:22:03+00:00-7f4e61ee8c9cd8c 00:32:42 Kula Partners Featuring Nick Goellner, Marketing Director of Advanced Machine & Engineering 11 full In this episode of The Kula Ring, Jeff and Carman talk with Nick Goellner, Marketing Director of Advanced Machine & Engineering and Partner and Managing Director of MakingChips podcast. Nick shares his experience selling modern marketing techniques to a third generation manufacturing business, how authenticity (or the lack thereof) contributes to the success of content marketing, and how manufacturers can benefit from offering unique kinds of content. Opportunities for Marketers in the Manufacturing Industry http://www.paintcole.com/thekularing/opportunities-for-marketers-in-the-manufacturing-industry/ Mon, 29 Oct 2018 17:29:43 +0000 podlove-2018-10-29t17:17:28+00:00-72de83fd48ad7d3 00:31:20 Kula Partners Featuring Susan Towers, Marketing Director at Miller Fabrication Services 10 full In this episode of The Kula Ring, Jeff and Carman talk with Susan Towers, Marketing Director at Miller Fabrication Solutions. Susan shares her experience in moving between marketing roles in manufacturing and SaaS industries, rebranding a decades old family company, and why the manufacturing field is such an exciting place to work for marketers. Driving Results: Practical Lessons For Mid-Sized Manufacturing Marketers http://www.paintcole.com/thekularing/driving-results-practical-lessons-for-mid-sized-manufacturing-marketers/ Tue, 16 Oct 2018 12:02:11 +0000 podlove-2018-10-15t14:46:14+00:00-42949d98fa54207 00:34:36 Kula Partners Featuring Scott Holstein, Marketing Manager at Computrols, Inc. 9 full In this episode of The Kula Ring, Jeff and Carman talk with Scott Holstein of Computrols, a New Orleans-Based hardware manufacturer and software company. They discuss how to drive results by aligning the sales and marketing teams, the value of social selling, the challenges of marketing two different business units, and what it takes to go up against goliath competitors. What it Takes to Be a Marketing Leader in the Digital Age http://www.paintcole.com/thekularing/what-it-takes-to-be-a-marketing-leader-in-the-digital-age/ Mon, 01 Oct 2018 16:32:41 +0000 podlove-2018-10-01t16:08:54+00:00-3dad7ef56aebb10 00:40:01 Kula Partners Featuring Nikki Kapilevich, Director of Global Marketing at MTS Sensors 8 full In this episode of The Kula Ring, Jeff and Carman talk with Nikki Kapilevich, Director of Global Marketing at MTS Sensors. Nikki shares her experience leading two B2B manufacturers through the branding challenges of a merger/acquisition, and discusses the skills required to be an effective leader in the digital age. 5 Steps to Successfully Protect Your Brand Through Online Seller Enforcement http://www.paintcole.com/thekularing/5-steps-to-successfully-protect-your-brand-through-online-seller-enforcement/ Mon, 17 Sep 2018 15:13:13 +0000 podlove-2018-09-17t14:34:05+00:00-6cb1e48e951cc0f 00:29:25 Kula Partners Featuring Daren Garcia, Managing Partner at Vorys, Sater, Seymour and Pease 7 full In this episode of The Kula Ring, Jeff and Carman get some valuable strategic advice on brand protection through online seller enforcement with topic expert Daren Garcia, managing partner of the Vorys, Sater, Seymour and Pease law firm. During the podcast, Daren walks listeners through five steps to successfully grow your B2B brand in a protected way in ecommerce and online marketplaces. Why Mid-Market Manufacturers Must Change Their Mindset for Long-Term Growth in Industry 4.0 http://www.paintcole.com/thekularing/why-mid-market-manufacturers-must-change-their-mindset-for-long-term-growth-in-industry-4-0/ Tue, 04 Sep 2018 11:53:39 +0000 podlove-2018-09-03t23:09:26+00:00-ccd9b0630188df1 00:28:27 Kula Partners Featuring Andrea Olson, podcast host at Women and Manufacturing and CEO at Prag'madik 6 full During this episode of The Kula Ring, Jeff and Carman talk with Andrea Olson, podcast host of Women and Manufacturing and CEO of Prag'madik, a Customer-Centric Operations Consultancy. They chat about the customer-driven changes mid-market manufacturers must adopt in order to achieve long-term growth in Industry 4.0. The New B2B Buyer is Here http://www.paintcole.com/thekularing/the-new-b2b-buyer-is-here/ Mon, 20 Aug 2018 15:02:35 +0000 podlove-2018-08-20t13:45:39+00:00-3cb1d7a02172916 00:38:27 Kula Partners Featuring Mike Powers, B2B E-Commerce & Digital Marketing Manager at Hill and Markes, Inc. 5 full During this episode of The Kula Ring, Jeff and Carman talk with Mike Powers, B2B E-Commerce & Digital Marketing Manager at Hill and Markes, Inc. They discuss the differences and similarities between the millennial B2B buyer and the baby boomer B2B buyer. Business Professionals Are Human, Too—The Best Way to Engage B2B Prospects Online http://www.paintcole.com/thekularing/business-professionals-are-humans-too-the-best-way-to-engage-b2b-prospects-online/ Tue, 07 Aug 2018 12:41:33 +0000 podlove-2018-07-31t12:16:23+00:00-edb9b2745194b9e 00:30:58 Kula Partners Featuring Ross Simmonds, Digital Marketer, Speaker, and Entrepreneur 4 full In this episode of The Kula Ring, Jeff and Carman chat with Ross Simmonds, Digital Marketer, Speaker, and Entrepreneur who specializes in B2B. They discuss B2B topics including the heartbeat of SEO, the viability of Facebook for B2B, and the threat of Amazon. They also talk about how providing value is key to engaging your B2B prospects online, no matter what the platform. Modern Marketing for Traditional and Technical Organizations http://www.paintcole.com/thekularing/modern-marketing-for-traditional-and-technical-organizations/ Tue, 07 Aug 2018 12:40:58 +0000 podlove-2018-07-31t12:32:35+00:00-83d554ce445fbbe 00:22:25 Kula Partners Featuring Jeff Smeltzer, Marketing and Communications Lead at MetOcean Telematics 3 full Carman and Jeff talk to Jeff Smeltzer, Marketing and Communications Lead at MetOcean Telematics, in this episode of The Kula Ring. They discuss how to get buy-in for digital initiatives at traditional organizations, the role of trade shows in the marketing mix, and how to approach content creation in a way that’s driven by technical resources yet curated by marketing. RIP to the Marketing ‘Project’ http://www.paintcole.com/thekularing/rip-to-the-marketing-project/ Tue, 07 Aug 2018 12:34:01 +0000 podlove-2018-07-31t12:23:07+00:00-f3f51797471b484 00:26:15 Kula Partners Featuring Monique Elliott, CMO at ABB Electrification Products, Industrial Solutions 2 full In this episode of The Kula Ring, Jeff and Carman talk with Monique Elliott, Chief Marketing Officer at ABB Electrification Products, Industrial Solutions. They discuss the positive effects of addressing marketing ‘projects’ as marketing ‘products’, the changing skill sets required of marketing teams, and working with sales and IT to measure the success of marketing activities. Is Your Marketing a Cost Center or a Revenue Generator? http://www.paintcole.com/thekularing/is-your-marketing-a-cost-center-or-a-revenue-generator/ Tue, 07 Aug 2018 12:32:13 +0000 podlove-2018-07-31t12:28:39+00:00-db13abe1cc2bbaa 00:33:19 Kula Partners Featuring Chris Schmitt, Senior Director of Strategic Development at the National Association of Manufacturers 1 full In this episode of The Kula Ring, Jeff and Carman chat with Chris Schmitt, Senior Director of Strategic Development from the National Association of Manufacturers. They discuss the importance of using the data from new tools and technology to prove that marketing departments in manufacturing organizations are revenue generators, not just cost centers. 免费人成在线视频观看,亚洲人成电影在线天堂色,成版人看片app破解版