Best Kula Partners Podcasts (2025)

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

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19h 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

8d 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

15d 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

22d 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

29d 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

1M 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

1M 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

2M 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

2M 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

2M 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

2M 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

3M 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

3M 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

3M 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

3M 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

4M 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

4M 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

4M 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

4M 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

4M 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

5M 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

5M 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

5M 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

6M 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

6M 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

6M 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

7M 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

7M 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

7M 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

7M 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

7M 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

8M 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

8M 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

8M 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

8M 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

9M 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

9M 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

9M 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

9M 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…

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How Niche Orientation Impacts Your Manufacturing Marketing Strategy 32:12

10M ago32:12

32:12

In this week’s episode, co-hosts and Kula Partners principals, Jeff White and Carman Pirie, talk about niche orientation marketing. They talk about the Niche Navigator, a model and exercise they created to assess and understand where businesses fall ranging from low to high niche market orientation. Listeners can look forward to learning examples o…

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Don’t Talk to My Customers 30:06

10M ago30:06

30:06

Almost everyone agrees that talking to customers is a good idea, but sometimes manufacturers find that one particular department seems to stand in the way: sales. Salespeople functioning as customer gatekeepers can be a real problem. In this episode of The Kula Ring, Jeff and Carman explore how manufacturers can move past a culture of gatekeeper sa…

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Navigating the Boundaries of AI: Exploring Innovation in Manufacturing Marketing 28:19

11M ago28:19

28:19

In a world where technology is continually reshaping our industries, the line between human intuition and artificial intelligence remains an important topic. Join us as we explore the evolving landscape of manufacturing marketing, looking at how innovation and AI are redefining the way we connect, create, and communicate. This episode of The Kula R…

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Unboxing Authenticity: Infusing Personality into B2B Manufacturing Marketing 28:47

11M ago28:47

28:47

In this episode of The Kula Ring, we delve into the art of bringing personality to B2B manufacturing marketing. Join us as we explore how authenticity and human touches can transform a brand's presence, making it more relatable and engaging. Our guest shares insights on leveraging social media, maintaining a balance between fun and professionalism,…

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The Art of Integration: Merging Brand and Solutions 32:41

11M ago32:41

32:41

In this episode of The Kula Ring, we welcome David Starck, Senior Director of Corporate Marketing at ProMach. David shares his unique journey from a background in graphic design and copywriting to leading corporate marketing strategies for a company with over 50 brands. They discuss the challenges and opportunities of managing a diverse portfolio, …

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Finding Your Superpower: Simplicity and Clarity in Complex Markets 31:05

11M ago31:05

31:05

This week The Kula Ring is sitting down with Allison Myers from Fives Intralogistics, she shares her unique insights on transforming complex challenges into clear, actionable strategies. Discover the nuances of modern B2B manufacturing marketing and how you can still use some of the methods marketers used before social media overran our lives.…

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Build a Manufacturing Brand Through Social Media 35:55

11M ago35:55

35:55

On the Kula Ring podcast this week, we had the opportunity to speak with Jim Cahill, the Chief Blogger and the Head of Social Marketing at Emerson Automation Solutions. Since 2006, Jim has been cultivating Emerson’s social media presence and digital brand. Over his 33-year career at the company, Jim has witnessed a lot of change in marketing, start…

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Beyond Conversion Rate Optimization: The Art of Digital Experience 33:22

12M ago33:22

33:22

The Kula Ring this week is digging into digital journey optimization with Jon MacDonald, founder of The Good. Jon shares insights from his extensive experience helping brands like Nike and Xerox improve user experiences and conversions. Discover how understanding consumer psychology and optimizing digital touchpoints can transform your approach to …

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The Evolution of Marketing in Manufacturing: A Data-Driven Approach 32:56

12M ago32:56

32:56

This week, The Kula Ring is diving into transforming marketing operations with Cory Kniepp, Director of Strategic Planning and Marketing Operations at Nidec Motor Corporation. We look at how industrial manufacturers are leveraging data-driven insights and AI to revolutionize marketing strategies, bridging the gap between B2B and B2C marketing appro…