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 outlines why staffing chat with internal teams often falls short, and how businesses can successfully integrate chat into their buyer engagement strategy without overwhelming their teams. Whether you're considering bots, hybrid AI, or fully staffed human support, this episode offers clear advice on how to maximize conversations and move beyond form fills.