The Kula Ring

Most small-to-mid manufacturers know they’ve under-invested in marketing, but where do you even begin? Javier Lozano, Founder of Bolder Media and a fractional CMO, joins Carman and Jeff to lay the foundation. He explains why your founder's origin story falls flat, how to mine real differentiation from customer interviews, and why your brand should be more Yoda, the guide, than Luke, the hero. Plus: how to find a wedge in a “red ocean” without making yourself unfindable, and what a fractional CMO actually does that a consultant or full-time hire can't.

Brandon Clark, VP of Marketing at Q-Pac, joins Jeff and Carman to unpack what it really means to create a new product category within a deeply traditional industry. Q-Pac makes multimotor plenum fans, a commercial HVAC product that looks like a fan array on the surface but operates as a fundamentally different technology. Brandon explains how the company defined the category and why they invested $1M to build the world's largest airflow test tunnel based on the AMCA 270 standard to silence skeptics. He also shares some advice for any marketer who finds themselves selling something that genuinely doesn't fit an existing bucket. He also reflects on making the leap from grocery retail into manufacturing marketing.

AI is transforming more than just marketing; it’s reshaping how manufacturers hire, train, and build their future workforce. In this episode, Friddy Hoegener, President of SCOPE Recruiting, joins Jeff White and Carman Pirie to explore how AI is impacting recruiting, from automating interview notes to flooding applicant pools with polished, AI-generated resumes. The conversation dives into a critical emerging challenge: the erosion of entry-level roles that traditionally help develop future leaders. As AI takes over repetitive tasks, companies risk losing their talent pipeline unless they rethink how early-career roles are structured. Friddy shares insights on how forward-thinking organizations are adapting by creating AI-augmented roles that emphasize strategy, cross-functional thinking, and innovation. They also discuss the growing importance of soft skills, the pitfalls of over-automating hiring processes, and why smaller, more agile manufacturers may have a unique advantage in attracting talent in this new landscape.

B2B e-commerce is evolving rapidly, and manufacturers can’t afford to sit on the sidelines. In this episode, Meghan Flynn, VP of E-commerce and Digital at Justrite Safety Group, joins Jeff White and Carman Pirie to unpack the forces reshaping digital commerce in industrial markets. From generational shifts in buying behaviour to the rise of AI-driven and agentic commerce, Meghan explains why traditional assumptions about B2B buyers no longer hold. She explores how personalization, content, and customer journeys have become more complex and more critical than ever. The conversation also delves into the growing influence of Amazon Business, the importance of balancing e-commerce with distributor relationships, and how marketers can position their brands to win in an increasingly automated, competitive landscape. If you’re a manufacturing marketer navigating digital transformation, this episode offers practical insights and a forward-looking perspective on where B2B commerce is headed.

What happens when a manufacturing company truly lives its mission? In this episode of The Kula Ring, Ian Antioch from NorthGate shares how the company formalized its people-first philosophy into the Be Ready Enrichment Program. Investing over $125,000 annually in employee development, financial planning, and life services, NorthGate has created a model that not only transforms lives but also strengthens recruitment, retention, and brand storytelling. Ian discusses the challenges of marketing both capabilities and culture, the power of authentic storytelling, and why manufacturers are sitting on untold stories that can differentiate them in the market.

What happens when a Gen Z marketer joins a legacy manufacturing company and throws out the modern social media playbook? In this episode, Lizzy Anderson of Hoosier Crane explains how she discovered that “cutting-edge” tactics weren’t resonating and why a return to simple, community-driven content worked better. From “2012 Facebook” style posts to highlighting local involvement and company values, Lizzy breaks down how manufacturing marketers can build trust, attract talent, and stay top-of-mind without overcomplicating their strategy. It’s a refreshing look at aligning marketing with audience reality, not trends.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with Paul Kelly, COO of NY Creates, to explore the future of semiconductor innovation and workforce development. Paul shares how NY Creates is enabling next-generation chip technology through global partnerships, supporting startups and industry leaders alike, and tackling one of the sector’s biggest challenges: building a skilled and diverse talent pipeline. From AI-driven manufacturing to advanced packaging and quantum technologies, this conversation offers a fascinating look at the forces shaping the semiconductor industry and the opportunities available to those entering it.

What happens when a guerrilla marketer enters the world of industrial manufacturing? In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Michael Garza, Marketing Specialist at Sanyo Denki America. Michael shares how his background in street team and experiential marketing, promoting concerts, festivals, and events, shaped his creative approach to B2B marketing. The conversation explores how unconventional thinking, experimentation, and community-focused marketing can bring fresh energy to manufacturing brands. From trade show giveaways to adapting messaging for different verticals, Michael explains why marketers should abandon “set it and forget it” thinking and instead focus on continuous learning, testing, and authentic engagement with their audiences.

Caterpillar is one of the most recognizable industrial brands in the world; but even iconic brands face challenges when it comes to modern social media. In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Jenni Gritti, Senior Marketing Communications Consultant at Caterpillar, to explore how industrial brands can create social content that truly resonates. Jenni breaks down how Caterpillar approaches different audiences across platforms, why educational entertainment consistently outperforms promotional content, and how data and split testing guide every decision. The conversation also dives into AI’s growing impact on social media, the rise of “AI slop,” the importance of human authenticity, and why reuse and repurposing are not only acceptable—but essential. This episode is packed with practical insights for industrial marketers at any stage of maturity.

What happens when your company not only builds a better product, but creates a whole new category? In this episode of The Kula Ring, Jeff White and Carman Pirie speak with Florian Neugue, Regional Marketing Manager for North America at A-Safe. Florian explains how A-Safe pioneered polymer safety barriers that flex and return, replacing traditional steel barriers in industrial facilities. The conversation explores the power of category design in manufacturing markets. Florian outlines why redefining the problem is the first step to building a new category, how marketers must balance education with demand capture, and why patience is critical when shaping how buyers think about safety solutions. From forklift safety and operational costs to market maturity frameworks and industry standards, this episode offers a practical look at how category creators build long-term market leadership.

How do you market a company that can’t always show what it makes? In this episode of The Kula Ring, Alex Dove, Senior Marketing & Communications Specialist at August Electronics, shares her unconventional path from sales into manufacturing marketing. With a background in textiles, furniture, and drapery manufacturing, Alex brings both inside and outside sales experience to her role, blending data-driven thinking with deep relationship building. Alex explains how August Electronics, a low-to-mid volume contract electronics manufacturer based in Alberta, markets partnership over product in a horizontally aligned industry. She discusses navigating NDAs, marketing capabilities instead of finished goods, aligning marketing and sales around shared KPIs, and proving service through video and transparency. The conversation also explores long-term brand building vs. short-term revenue pressure, what sales often misunderstands about marketing, and why curiosity and operational knowledge are essential for success in manufacturing marketing.

In this episode of The Kula Ring, Jeff White and Carman Pirie welcome Maeve Ferguson, founder of Maeve Ferguson Consulting, to explore the power of diagnostic thought leadership. Maeve shares how sophisticated assessments go far beyond traditional quiz funnels, acting as intelligent routing engines that personalize messaging, qualify leads, and optimize sales conversations. From collapsing long B2B sales cycles to filtering out unqualified prospects, Maeve explains how diagnostics serve as both a value-delivery mechanism and a powerful data play. The conversation dives into lead classification systems, personalization at scale, and how agentic AI is transforming marketing infrastructure. For manufacturers navigating complex buying journeys, this episode reveals how diagnostic experiences can increase close rates, accelerate sales conversations, and build deeper trust with prospects.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with David Kilzer, founder and principal of Strategic Transformation Advisors, to explore the convergence of artificial intelligence and advanced humanoid robotics. Drawing on more than 50 years of experience in automation, David shares why this technological shift may dwarf previous revolutions like the internet and smartphones. The conversation dives into what makes AI-enabled humanoid robots fundamentally different from traditional industrial automation, why change management and human readiness are critical to success, and how manufacturers can begin preparing today. David introduces the concept of the “Humanoid Readiness Quotient,” a framework to help organizations assess their preparedness for this emerging era. The discussion also explores open-source robot operating systems, the importance of data infrastructure, and the competitive implications of dramatically lower operating costs. This episode is a forward-looking, practical guide for manufacturing leaders who want to navigate and capitalize on the coming transformation. To hear more from David on this fascinating topic, please give his Tedx talk a look, you can find that here.

What happens when a manufacturing company applies startup thinking to one of the most conservative industrial sectors? In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by Preston Wickersham, Director of Content Marketing at Giga Energy, to explore how vertically integrated manufacturing, founder-led storytelling, and “dogfooding” industrial equipment are reshaping electrical infrastructure and AI data centers. Preston shares Giga Energy’s origin story, their role in powering the AI boom, and what marketers can learn from bringing SaaS-style thinking into heavy manufacturing.

In this episode of The Kula Ring, Jeff White and Carman Pirie sit down with Cody Warner, Commercial Vice President and Board Member at Deep Trekker, to explore how the company evolved its go-to-market strategy as both the market and its customers matured. Cody shares Deep Trekker’s journey from hustling at trade shows with water tanks and on-the-floor sales to building highly targeted micro events focused on real-world demonstrations, training, and education. The conversation dives into digital thought leadership, customer-led case studies, community building, and why experiential marketing can outperform traditional trade shows, especially in complex B2B, B2G, and defense markets.

In this episode of The Kula Ring, Jeff White and Carman Pirie are joined by David Ceballos, Marketing Manager for the Industrial Emissions Division at Testo Instruments. Drawing on his background in automotive sales, David shares a practical, buyer-centric approach to improving lead quality in B2B manufacturing. The conversation explores how asking better questions, reducing unnecessary form friction, and respecting buyer intent can lead to more meaningful sales conversations, stronger trust, and higher-quality MQLs; without sacrificing the customer experience.

In this episode of The Kula Ring, Jeff White and Carman Pirie peel back the curtain on the Q4 edition of the Industrial Buyer Pulse from Kula Partners. Drawing on insights from 258 industrial buyers across the US and Canada, they explore buyer confidence, spending priorities, shortlisting behavior, and the growing role of digital self-service and AI in supplier research. The conversation digs into what actually triggers buying decisions, how often new suppliers are winning deals, where human interaction matters most, and what supply chain risks buyers are navigating today. This episode offers practical insight for industrial marketers and sales teams planning for 2026.

What does “marketing with purpose” actually look like in practice? In this episode of The Kula Ring, Jeff and Carman are joined by Alice DiSanto, VP of Marketing at Autonomous Solutions. Alice shares how deeply understanding culture, leadership, and people is the foundation of authentic, effective marketing. From conducting confidential listening tours to aligning teams around shared values, she explains how purpose-driven marketing starts inside the organization and becomes a powerful competitive advantage. This conversation is a must-listen for marketers looking to humanize technology, build trust, and create brands that genuinely reflect who they are.

For our final episode in the Holiday Series we are returning to our chat about creating a brand made for loyal customers. Klein Tools has been manufacturing tools made for trades people for over 165 years. In today’s episode, we sat down with Greg Palese, Vice President of Marketing at Klein Tools, to discuss how they continue to grow engaged customer relationships. By speaking directly with end users, Klein Tools is able to deepen relationships and increase sales. Even more, Greg discusses how they focus on solving end user problems by visiting job sites to see first-hand how Klein Tools can help their customers.

For our second episode in our Holiday Series we are taking a second look at when we chatted with Cynthia Kellam, Global Senior Director, Digital, Data and Customer Experience Center of Excellence at TE Connectivity, again to discuss how collecting and using digital data can create better customer experiences. She explains their journey of building a better Voice of Customer system to help all business units in TE Connectivity make customer-focused decisions. Cynthia explains how she avoids survey fatigue, uses automation techniques, and visualizes data for actionable success.

For the first episode in our 2025 Holiday Series we are looking back at our conversation with Augie Ray, Senior Research Analyst and Executive Advisor of Customer Experience at Gartner, about how CX is the most important aspect of marketing and how to focus on customers' unmet needs.

In this episode of The Kula Ring, Hall of Fame keynote speaker and AI technology creator Sam Richter joins Jeff and Carman to explore how AI, search tools, and thoughtful research can help sales teams become dramatically more relevant to prospects. Sam shares why modern buyers expect sellers to arrive informed, how to use AI and search more effectively, and why “customer relevance management” should replace traditional CRM thinking. He also explains how understanding what prospects truly care about improves trust, opens conversations, and drives more successful sales outcomes. This conversation is packed with practical tactics and sharp insights for any manufacturing marketer or salesperson navigating today’s digital-first buying environment.

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.

In this episode of The Kula Ring, sales expert, keynote speaker, and author Shawn Casemore joins Jeff and Carman to explore how sales have fundamentally changed, especially in the manufacturing sector. Shawn breaks down why today’s buyers spend far more time researching independently, how little time salespeople actually get in the buying cycle, and what both sales and marketing teams must do to earn attention and trust. He introduces his Unstoppable Sales Method and Prospecting System, explains the power of “value assets,” and shares practical strategies for connecting with modern buyers across multiple channels. From aligning sales and marketing to overcoming outdated sales habits, Shawn offers a clear roadmap for manufacturers looking to grow in today’s environment. More from Shawn here

In this episode of The Kula Ring, Jennifer McQuilken, Vice President of Corporate Communications at Enchanted Rock, joins Jeff and Carman to discuss the unique challenge of marketing a single natural-gas generator platform across numerous industries and use cases. Jennifer shares how her team builds core messaging that works across verticals, then adapts it to fit the needs of hospitals, data centers, utilities, and community microgrids. She also explains how product packaging, naming, and reframing help overcome misconceptions and open the door to meaningful sales conversations. The conversation explores shifting sustainability expectations, the rise of flexible capacity solutions, the surprising benefits of smaller modular generators, and how Jennifer’s non-traditional career path, boat captain included, shapes her approach to communications, problem-solving, and working with technical teams.

Carl Tolbert, author of The 10 Immutable Laws of the Industrial Distribution Specialist and head engineer at Malloy Electric, joins The Kula Ring to discuss how industrial distribution is evolving in a world of consolidation, AI, and direct-to-customer manufacturing. He shares insights from interviews with 32 industry leaders and explains why value-added specialists are key to the survival of distributors, how brands can better collaborate with them, and what’s next for the industrial supply chain.

In this episode of The Kula Ring, we sit down with Cynthia Barnes, Global Marketing Content Specialist and Community Relations Manager at Clark Material Handling. Cynthia shares Clark's unique approach to marketing, which centers on authentic community engagement and philanthropy rather than traditional product-focused advertising. She delves into the origins of their "Raising Hope" initiative, inspired by the company owner's personal story of resilience and the kindness of strangers. Discover how Clark leverages its volunteer paid time off program and the "Champions Club" to foster a purpose-driven workforce and strengthen community ties. Cynthia also offers valuable advice for brands looking to deepen their connection with the nonprofit world, highlighting key trends and effective strategies. This conversation reveals how genuine care for the community can become a powerful differentiator, attracting both talent and customers who share similar values.

In this special episode of The Kula Ring, co-hosts Carman Pirie and Jeff White flip the script as Carman interviews Jeff about his UX and accessibility POVs inspired by the 2025 Industrial Buyer Pulse research. They explore how industrial websites must evolve to support self-serve quoting, mobile accessibility, and B2B e-commerce experiences that foster trust. Jeff discusses how integrating functionality, maintaining design consistency, and honouring complexity can transform manufacturing sites into powerful sales tools. You can find the full report here

In this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Dan Gingiss, Chief Experience Maker at The Experience Maker, about why customer experience is the ultimate competitive differentiator. Dan breaks down his WISE framework and explains how manufacturers can apply these principles to create memorable, talk-worthy moments that drive word-of-mouth. From finding fun in everyday touchpoints to creating immersive sensory experiences, Dan reveals practical ways to humanize your brand and make every interaction remarkable.

When Jackie Slaght joined E Tech Group, she didn’t expect to become the “accidental B2B marketer.” Now as Director of Marketing Communications, she’s helping unify a global team through storytelling and a newly launched podcast, Beyond Tech. In this episode, Jackie shares how the show amplifies technical voices, strengthens internal communication, and fuels eTech’s growing brand presence across multiple global locations.

In this episode, Andy Francis, Vice President of Marketing at Q-Lab, joins The Kula Ring to discuss how his team reaches new audiences for their materials-durability testing instruments. Andy explains how Q-Lab tailors content around specific industry standards to attract technical buyers, the balance between paid and organic search, and the company’s evolving approach to generative-AI search optimization. He also shares insights on bridging the gap between marketers and engineers, keeping messaging simple, and how Q-Lab continues to innovate in a highly specialized niche.

In this episode of The Kula Ring, we’re joined by Ruth Stevens, President of eMarketing Strategy and professor at NYU Stern. Ruth explains why retention, reactivation, and expansion are the most underleveraged levers in B2B marketing and how marketers can partner with sales to maximize customer lifetime value. From data-driven “reasons to call” to subscription-based models, Ruth offers tactical advice on how manufacturers can double revenue without acquiring a single new customer.

In this episode of The Kula Ring, we sit down with Tom Greensall, Head of Marketing at BGR, to explore how the company is shifting from a sales-led approach to a marketing-driven growth engine. Tom discusses the challenges of redefining marketing’s role in a traditionally sales-focused industry, building a new website with intent-driven design, and leveraging AI and freelancers to scale a lean marketing team. He also shares how patience, leadership buy-in, and a focus on long-term strategy are key to transforming marketing into a core driver of revenue and growth.

In this episode of The Kula Ring, hosts and Kula Partners co-founders Carman Pirie and Jeff White introduce the Industrial Buyer Pulse, a new quarterly research initiative that uncovers how North American industrial buyers are thinking and behaving today. From buyer confidence and digital enablement to supplier research and supply chain resilience, Carman and Jeff share key findings that will help manufacturers shape go-to-market strategies and align more closely with the realities of their buyers’ journeys.

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, and warn about pitfalls along the way.

In this episode of The Kula Ring, Jeff and Carman explore some unconventional but highly practical applications of artificial intelligence in marketing and sales. Far from the hype of AI replacing humans, Carman shares how he uses AI as a research intern, a sales coaching tool, and a strategic partner in uncovering hidden insights. The discussion dives into improving brand strategies, refining marketing communications for the C-suite, identifying gaps in thought leadership, and building deeper buyer personas. Tune in to discover how AI can enhance expertise in industrial marketing.

In this episode of The Kula Ring, Jeff Yurek, VP of Marketing at Nanosys, discusses the unique challenges of marketing breakthrough nanotechnology. He explains quantum dots, tiny semiconductor particles that emit precise, tunable light for displays and imaging, and how he built awareness through blogging and storytelling, fostering relationships with global brands despite the technology's inherent secrecy. Jeff also explores the future of B2B marketing, content creation, and the importance of staying curious in a rapidly evolving landscape.

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 technical conversations with business value, and adapting messaging across industries. He also shares insights on building trust in niche markets, fostering partnerships, and leveraging conferences for targeted outreach.

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 into what it takes to stay competitive in a changing digital landscape. Guest Bio: Jeff White and Carman Pirie are the co-founders of Kula Partners, a digital agency specializing in helping manufacturers transform their marketing. Together, they bring decades of experience in B2B marketing, web development, and digital strategy.

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 strategically positioned Snaptron to maintain its market leadership amid increasing competition. From winning executive buy-in to aligning the brand with the company’s true innovation story, this episode offers a practical and inspiring look at what it really takes to modernize a manufacturing brand from the inside out.

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 manufacturing, Mosaic builds trust and drives demand by leading with education and empathy. Alexandra also discusses how automation and scalability are Mosaic’s key differentiators in the evolving 3D printing landscape.

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 partners to sell more with better data, more efficient ordering, and ongoing collaboration. Tune in for a conversation about smart platform rollouts, balancing personalization with automation, and why half-hearted e-commerce just won’t cut it.

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 importance of brand legacy, how user-generated content influences purchasing decisions, and what it’s like navigating a global market that ranges from zoos to mega-projects in Saudi Arabia. A fascinating discussion on marketing responsibility, generational brand equity, and the power of the nostalgic diesel smell.

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 commercial industries. He shares insights into how Arctic Walk-Ins navigates competition, utilizes different marketing tactics for distinct audiences, and adapts to the evolving landscape of digital search, including the rise of AI. The conversation touches on the challenges and opportunities in the manufacturing industry, emphasizing the growing importance of interest-based media and the potential for a renewed appreciation of B2B businesses.

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, and why not everything should be measured in a straight line. From customer service gaps to probabilistic strategy, Alec invites listeners to reconsider where the real value of marketing lies: in creating meaningful, lasting experiences that go beyond transactions.

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 profitability are key to long-term success. From horizon growth planning to resisting vanity metrics and innovation theatre, Brad offers a masterclass in disciplined, methodical growth for manufacturers.

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 model, its scalability, and its uncertain future as younger professionals shy away from commission-only roles. From messaging challenges to hybrid sales strategies, this episode offers a candid look at the evolving landscape of indirect sales in manufacturing.

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-notch quality. Learn how Evology utilizes cutting-edge tech to deliver unparalleled service and projects on schedule while never losing sight of the human element. product development, or just fascinated by innovation and efficiency, this episode is a must-listen!

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 companies, Brittany discusses her journey and how she’s leveraging hands-on events and social media to inspire a new generation of talent in the skilled trades. She also explores the dual challenge of promoting both customer value and career opportunities, often through the same channels. You won’t want to miss this one!

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 free up time for higher-value marketing work while helping maintain brand consistency across regions. He also addresses the challenges of adapting HQ-created content to local markets, navigating team churn, and aligning regional and global marketing priorities. This episode offers valuable insights for marketers managing complex product messaging across distributed teams and geographies.