How Rogers Machinery Built a High-Impact Webinar Program That Drives Demand

Rogers Machinery’s Rachel Cossette shares how a scrappy, value-first webinar program grew their audience from 20 to 3,000 contacts.

Episode 368 of the The Kula Ring podcast, hosted by Kula Partners, titled "How Rogers Machinery Built a High-Impact Webinar Program That Drives Demand" was published on December 9, 2025 and runs 29 minutes.

December 9, 2025 ·29m · The Kula Ring

Summary

In this episode of The Kula Ring, Rachel Cossette, Marketing Manager at Rogers Machinery Company, walks us through how she built a powerful, education-focused webinar program that has become a core pillar of the company’s marketing engine. Rachel explains why webinars were the perfect solution for delivering value, growing first-party data, and creating demand while strengthening relationships with vendor partners along the way. She shares how she scaled the program from a handful of events in 2022 into a full calendar featuring expert presenters, vendor co-marketing, PDH certifications, and a library of long-form content that supports sales, onboarding, and SEO. Rachel also offers practical advice for small or one-person marketing teams looking to launch their own webinar program without big budgets, agencies, or complex tech stacks.

Episode Description