How to Create a New Product Category and Grow Demand

Featuring Stephanie Nolan, VP Sales and Marketing at Square Robot

Episode 334 of the The Kula Ring podcast, hosted by Kula Partners, titled "How to Create a New Product Category and Grow Demand" was published on April 15, 2025 and runs 30 minutes.

April 15, 2025 ·30m · The Kula Ring

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Summary

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 most people don’t even know exists, and how a fully integrated sales and marketing team is using account-based marketing, webinars, and targeted messaging to drive adoption. From the importance of building the right contact list to adapting messaging across industries and organizational levels, this episode is full of actionable insights for marketers navigating niche markets with complex buying committees. If you’ve ever wondered how to get traction when you're competing with "how it’s always been done," this episode’s for you.

Episode Description

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 most people don’t even know exists, and how a fully integrated sales and marketing team is using account-based marketing, webinars, and targeted messaging to drive adoption. From the importance of building the right contact list to adapting messaging across industries and organizational levels, this episode is full of actionable insights for marketers navigating niche markets with complex buying committees. If you’ve ever wondered how to get traction when you're competing with "how it’s always been done," this episode’s for you.

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