Best Kula Partners Podcasts (2025)

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Bridging Engineering and Marketing in Complex Industrial B2B Sales 28:36

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2d ago28:36

28:36

In this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Rajeev Thakur, Director of Marketing and Business Development at Silanna Semiconductor. With over 25 years in the automotive industry and a unique blend of engineering and marketing expertise, Rajeev discusses navigating long, complex sales cycles, balancing highly techni…

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The Status of the Web in 2025: Building for AI, Privacy, Speed, and Structured Data 28:53

9d ago28:53

28:53

In this episode of The Kula Ring, Jeff White and Carman Pirie discuss how manufacturers can adapt their web presence for 2025 and beyond. They explore the impact of AI-driven search, evolving privacy rules, the critical role of site speed, and the importance of structured data and product data governance. This conversation is a practical deep dive …

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Looking the Part: How Snaptron’s Marketing Caught Up to Its Product Leadership 31:40

16d ago31:40

31:40

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 strateg…

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Turning Tariffs into Opportunity: How Mosaic Manufacturing is Developing Trust in a Volatile Climate 28:36

23d ago28:36

28:36

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 m…

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E-Commerce That Works for Distributors: PFERD’s Partner-First Approach 29:41

1M ago29:41

29:41

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 par…

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Marketing the Thrill: Inside the Amusement Ride Industry with Jay Aguilar

1M ago

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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 importa…

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Cold Storage, Warm Leads: Marketing to Diverse B2B Niches 30:41

2M ago30:41

30:41

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 comm…

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Marketing Beyond Metrics: Championing the Customer Experience with Alec Graham 29:38

2M ago29:38

29:38

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, an…

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Trim the Pipeline, Grow the Bottom Line: Brad Davis’ Playbook for Mature Manufacturing Brands 29:07

2M ago29:07

29:07

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 profitabil…

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Navigating the Manufacturer’s Rep Model: Balancing Mindshare, Messaging, and Market Access 28:22

2M ago28:22

28:22

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 mo…

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Staying Customer-Centric Through Sustained Company Growth 31:40

2M ago31:40

31:40

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-no…

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Marketing the Trades: Presenting Fulfilling Careers to the Next Generation 31:33

3M ago31:33

31:33

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…

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Global Brand, Local Execution: How AI and Automation Can Change Marketing for Manufacturers 33:08

3M ago33:08

33:08

In this episode of The Kula Ring, Olivier Bousette, Head of Marketing at Rittal Canada, shares his perspective on how B2B manufacturers can use automation to scale their marketing efforts, especially when working with small teams or serving global markets. Olivier explores how automation tools like AI-generated social media posts and chatbots can f…

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From Project to Product: The Story of Reimagining Prefabrication 25:47

3M ago25:47

25:47

In this episode of The Kula Ring, Angela Jackson, Marketing Director at Clark Pacific, unpacks how the company is transforming the building industry’s understanding of prefabrication. Angela discusses Clark Pacific’s strategic pivot from bespoke project work to a productized approach, emphasizing how designing for manufacturing creates efficiencies…

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From SKUs to Strategy: Shaping a Successful B2B E-Commerce Strategy 31:11

3M ago31:11

31:11

This week, Tyler Simmons shares his journey from summer intern to marketing and e-commerce leader at Energy Management Corporation, and how that path through sales and marketing has uniquely positioned him to bridge the gap between the two. Tyler breaks down the realities of running a successful e-commerce platform in the B2B manufacturing space. H…

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Boosting Prospect Engagement on B2B Manufacturing Websites Through Live-Chat 27:17

4M ago27:17

27:17

In this episode of The Kula Ring, Nelson Bruton, Founder of Manufacturing Chats, joins Carman and Jeff to explore the role of live chat in modern B2B manufacturing websites. Nelson shares how real-time, human-enabled chat, not bots, can unlock conversions from prospects who would otherwise stay silent. Drawing from 20 years in the digital space, he…

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Navigating the Gray Area Between Sales and Marketing 29:03

4M ago29:03

29:03

In this episode of The Kula Ring, Phil Harris of Paulo Heat Treating shares an honest and insightful look into the often murky handoff between sales and marketing. Phil walks us through how fostering a shared understanding of responsibilities and handoff qualifications combats inter-team tensions and strengthens leads. He discusses the mounting pre…

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Reclaiming the Voice of the Customer: How Podcasting Bridges the Gap in B2B Marketing 31:54

4M ago31:54

31:54

In this episode of The Kula Ring, Casey Cheshire introduces the concept of "Disconnected Marketing," the slow, creeping separation between marketers and their customers caused by over-reliance on tech and automation. Casey shares how launching a podcast helped him reverse that disconnect by creating real, human connections with customers, starting …

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Turning Tariffs into Opportunity: How Manufacturers Can Market Smarter 38:17

4M ago38:17

38:17

In times of economic uncertainty, many manufacturers instinctively pull back on marketing, but according to Una de Boer, that’s exactly the wrong move. In this episode of The Kula Ring, Una joins hosts Carman Pirie and Jeff White to challenge the idea that marketing should take a backseat when times get tough. She shares practical, data-driven stra…

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How to Create a New Product Category and Grow Demand 30:58

5M ago30:58

30:58

In this episode of The Kula Ring, Stephanie Nolan of Square Robot shares how submersible robotics is transforming tank inspections. We also dive into the marketing and sales strategies that innovative solution utilizes.Introducing cutting-edge tech into a risk-averse industry isn’t simple. Stephanie dives into the challenge of marketing something m…

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Mastering the Art of Product Launches in Manufacturing 33:14

5M ago33:14

33:14

Bringing a new product to market is no small feat, especially in the B2B manufacturing space, where development cycles are long and expectations are high. In this episode of The Kula Ring, Stu Accola shares his expertise on the nuances of successful product launches, from crafting an effective go-to-market strategy to aligning marketing and sales t…

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Marketing Sustainability and Full Circle Service in B2B Manufacturing: The Growth of a Pallet Brand 29:02

5M ago29:02

29:02

In this episode of The Kula Ring, we sit down with Fuad Hasanovic, Director of Marketing at Kamps Pallets, to uncover the fascinating world of pallet recycling, supply chain optimization, and sustainability. Kamps Pallets has evolved from a small operation retrieving discarded pallets to a nationwide leader in comprehensive pallet lifecycle managem…

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Out Listen the Competition: How Customer-Centric Innovation Drives Success 29:15

5M ago29:15

29:15

The world of 3D printing has seen vast changes in recent years. IP constraints on those early technologies lifted, and an explosion of offers and solutions hit the market, leading to the consolidation we are seeing in the industry today. But for Dani Mason and B9Creations success in this industry hasn’t been about outspending competition, it’s abou…

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Localizing Global Marketing Through AI: How to Utilize New Tools in B2B Manufacturing Marketing 27:42

6M ago27:42

27:42

Karlaa Gregory is transforming industrial marketing with AI, streamlining content creation and localization across global markets. By training a custom GPT with product catalogues and documentation, she ensures campaigns align with regional needs while maintaining brand consistency. Her AI-driven approach also includes persona-based marketing, tail…

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Building a Manufacturing Brand Through Content, Storytelling, and Inbound Marketing 28:03

6M ago28:03

28:03

How do you shift from traditional marketing to an inbound approach in the manufacturing industry? Josh Gravelle, Marketing Manager at Calvary Robotics, joins The Kula Ring to share his journey from TV production to B2B marketing and how he’s helped evolve Calvary’s marketing strategy over nearly a decade.Josh discusses the challenges and rewards of…

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Product Marketing’s Role in Driving Change in B2B Manufacturing 35:36

6M ago35:36

35:36

In this episode of The Kula Ring, we sit down with Alex Koepsel, Director of Product Marketing at Vention, to discuss the art of managing up and across in product marketing. Alex shares his journey from electrical engineering to product marketing, revealing how his technical background and entrepreneurial mindset shaped his approach to positioning …

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Creating a Complete Digital Strategy for a Leading B2B Manufacturer 30:06

6M ago30:06

30:06

For decades, Pack-Smart has been at the forefront of packaging automation, seamlessly integrating robotics and software to deliver turnkey solutions. Yet, despite its technological leadership, the company relied almost exclusively on YouTube for lead generation—until now.In this episode of The Kula Ring, we explore how Pack-Smart is embracing digit…

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Beyond Email Blasts: How MISUMI Optimizes Marketing Automation 34:25

6M ago34:25

34:25

Deploying marketing automation at scale in the manufacturing sector comes with an array of challenges and opportunities. In this week’s episode of The Kula Ring, Carlicia Layosa shares her firsthand experience implementing and refining marketing automation strategies. She discusses the importance of data integration, audience segmentation, and beha…

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New Marketing Strategies for a Sales-Led Industrial B2B Brand 31:26

7M ago31:26

31:26

This week on The Kula Ring, Tara Vincar, Marketing Director at Alpha Controls, shares her journey of transforming the company's marketing approach from the ground up. She discusses how she navigated the steep learning curve of the instrumentation industry, built a small but mighty marketing team, and gained executive buy-in for long-term strategy. …

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Mapping the Digital Customer Journey 35:20

7M ago35:20

35:20

How do you transform scattered customer insights into a structured, data-driven approach to marketing and sales? Cory Peterson shares the journey his organization took—from early, informal customer interviews to a comprehensive digital customer journey framework. In this episode, Cory walks us through the process of mapping the customer journey, th…

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From Garage to Greatness: The Pulse of B&B Manufacturing’s Customer-Driven Success 31:40

7M ago31:40

31:40

In this episode of The Kula Ring, Todd Carroll, Vice President of Sales and Marketing at B&B Manufacturing, shares the remarkable growth story of a company that started in a garage and evolved into North America’s largest synchronous drive pulley manufacturer. Todd discusses how B&B has doubled its footprint, innovated manufacturing processes, and …

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Automating Creativity: How Cobots and Innovation Are Transforming Food Production 30:18

8M ago30:18

30:18

This week we explore the transformative power of automation in the food and baking industry with Doug Henderson and Jamie Bobyk from Apex Motion Control. Utilizing brand-new collaborative robots (cobots) to revolutionize manual processes, Doug and Jamie share how their team blends creativity and technology to solve complex challenges. They discuss …

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From Products to Solutions: Rethinking Differentiation in Manufacturing 34:36

8M ago34:36

34:36

Mitchell Jerine joins The Kula Ring this week to explore the evolving dynamics of sales and customer engagement.We delve into the challenges and opportunities of this transition, including:Differentiating through value-added services and solutions.Overcoming internal resistance to change and navigating change management.Leveraging technology to acc…

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Getting Started With ABM: Gain Early Wins and Avoid Missteps 32:20

8M ago32:20

32:20

In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.…

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Defining Your Ideal Customer Profile and Finding Your Target Accounts 35:36

9M ago35:36

35:36

Welcome to part one of The Kula Ring's Holiday series! This Holiday season we are going on an ABM journey, first up! Defining an ideal customer and sourcing a target account list to match should be easy, but it isn't. On this episode of The Kula Ring, Jeff and Carman discuss how to craft an ideal customer profile (ICP), identify tools that can help…

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How A Robotic Forklift Company Markets Online To Manufacturers 34:09

9M ago34:09

34:09

BALYO is a global manufacturer of autonomous robotic forklifts. In this episode of The Kula Ring, Jeff and Carman sit down with BALYO’s Global Marketing Director, Rob Patey, to discuss what makes marketing in manufacturing unique. They also talk about the challenges of digital marketing for manufacturing companies, the best way to find and reach cu…

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Creating an Effective Sales Enablement Content Strategy 28:40

9M ago28:40

28:40

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.By Kula Partners

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How a B2B Manufacturer Leverages Data Sharing to Improve CX 30:02

9M ago30:02

30:02

This week on The Kula Ring we are taking a second look at an amazing conversation with John Joyce. Please enjoy! 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…

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Merging Legacies: A Unique Approach to Growth and Leadership 29:57

9M ago29:57

29:57

In this episode, we explore the fascinating journey of three long-standing companies that merged to create a unified entity while preserving the rich heritage of their origins. Amy Rodgers, Marketing Director at KMM Group, shares insights into navigating the complex challenges of integrating multiple brands, streamlining operations, and evolving a …

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Powering the Future: Brand-Building in Emerging Markets 33:12

10M ago33:12

33:12

This week, Paul Drabble joins the show to dive into the transformative impact of electrification in material handling and construction. Paul shares insights into the brand’s approach to market entry, focusing on raising awareness and educating potential customers before introducing product pitches. He emphasizes leveraging in-person events and webi…

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The Changing Face of Manufacturing: Talent, Technology, and Growth Strategy 32:50

10M ago32:50

32:50

In this episode, Liz Shovlin Burnett joins The Kula Ring again to explore the challenges small and mid-sized manufacturers face in talent acquisition and adapting to modern growth strategies. Liz highlights the pressing talent shortage in manufacturing and shares insights from the IMTS trade show, where a surge of women in manufacturing roles is he…

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Forging Pathways to Partnership and Long-Term Marketing Success 31:11

10M ago31:11

31:11

In this week’s episode, Lucy Chen discusses long-term strategic marketing planning and how to move from working in isolation to collaborating effectively. We explore how to keep a clear long-term vision while dealing with short-term pressures. Lucy shares her approach to aligning teams, highlighting the need for patience, accountability, and welcom…

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From Transactions to Trust: The Strategic Shift in Business Development 32:59

10M ago32:59

32:59

In this episode, Adam Kimmel dives into the evolving role of business development in the manufacturing sector. Traditionally focused on transactional sales and quotas, business development is now shifting towards a more strategic approach, emphasizing partnerships and deep customer understanding. Adam shares insights on how discovery sessions with …

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Alignment and Business Goals: Winning Through Proper CRM Usage 33:52

11M ago33:52

33:52

On this week’s episode of The Kula Ring we are joined by Caleb Rule. Caleb is a fractional CMO and bonafide CRM expert. We had a chance to sit down with Caleb to discuss CRM ownership within different organizations. We also dive into how new technology implementation sometimes puts a spotlight on failings within an organization. If you are experien…

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Filling the Buckets: Building Solutions and Trust with Your Customers 33:34

11M ago33:34

33:34

In this episode of The Kula Ring, Nate Calvert, VP of Marketing at KCooper, dives into how his company addresses the challenges in the manufacturing and supply chain space by adopting a customer-first approach. Nate highlights the shift from a product-centric model to one that revolves around solving specific customer problems. KCooper leverages in…

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Maximizing Trade Show ROI: Strategic Insights for Manufacturing Marketers 28:32

11M ago28:32

28:32

In this episode of The Kula Ring, we delve into the challenges and opportunities surrounding trade show marketing for manufacturers. Joined by Jim Beretta, founder of Customer Attraction Inc., they explore the importance of developing effective trade show strategies and measuring ROI. Jim shares insights from his own experiences, highlighting the n…

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Recruitment, Retention, and Purpose in Family-Run Manufacturing 28:20

11M ago28:20

28:20

In this episode, we sit down with John Koehler of KK Tool to discuss the unique challenges of managing a family-run manufacturing business. From the pressure of modernizing marketing efforts to the critical role of recruiting and retaining top talent, John shares his insights on navigating industry consolidation and keeping small businesses competi…

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Working From the Inside Out: How to Build a Diverse and Inclusive Team 33:03

12M ago33:03

33:03

This week on The Kula Ring we are joined by Jay Suggs. Jay has spent a considerable amount of time investigating what makes an effective team. He was the head of Johnson Controls’ diversity and inclusion initiative, and he gives us a look at what it takes to create an inclusive work team where everyone feels supported and brings something unique to…