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 <a href="https://content.kulapartners.com/q3-25-digital-buying-enablement">UX</a> and <a href="https://content.kulapartners.com/the-two-website-problem-kula-partners">accessibility</a> 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 <a href="https://content.kulapartners.com/industrial-buyer-pulse-research-report/q3-2025">here</a>

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.