The Kula Ring

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.

In this episode of The Kula Ring, Angela Jackson, Marketing Director at Clark Pacific, unpacks how the company is transforming the building industry's understanding of prefabrication. Angela discusses Clark Pacific's strategic pivot from bespoke project work to a productized approach, emphasizing how designing for manufacturing creates efficiencies, enhances quality, and accelerates timelines. She explores the challenges of marketing to traditionally hard-to-reach stakeholders like building owners and architects, and shares how Clark Pacific invests heavily in education. Angela also highlights how internal culture has adapted to embrace creativity within standardized systems and how being consistently specced into projects marks a major marketing milestone. If you're in manufacturing, architecture, or construction and especially if you're exploring how to scale with a product-based mindset, this conversation offers valuable insights into how to align innovation, communication, and execution in a complex industry.

This week, Tyler Simmons shares his journey from summer intern to marketing and e-commerce leader at Energy Management Corporation, and how that path through sales and marketing has uniquely positioned him to bridge the gap between the two. Tyler breaks down the realities of running a successful e-commerce platform in the B2B manufacturing space. He discusses how talking directly with customers and internal sales teams provides critical feedback and why consistency beats one-time wins when scaling a digital storefront. If you're navigating the grind of e-commerce in B2B manufacturing, this episode is packed with grounded insights, tactical takeaways, and a refreshing dose of honesty.

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.

In this episode of The Kula Ring, Phil Harris of Paulo Heat Treating shares an honest and insightful look into the often murky handoff between sales and marketing. Phil walks us through how fostering a shared understanding of responsibilities and handoff qualifications combats inter-team tensions and strengthens leads. He discusses the mounting pressure on sales teams, the demand for higher-quality leads, and how a lack of SDR infrastructure in manufacturing intensifies these challenges. Phil outlines how redefining lead qualification and raising the bar for sales engagement significantly improved alignment and results. Plus, he shares actionable insights on using evergreen content, doubling down on newsletters, and experimenting with high-intent CTAs. If you're a marketer in manufacturing struggling with lead quality, ownership, or sales enablement, this conversation will hit home.

In this episode of The Kula Ring, Casey Cheshire introduces the concept of "Disconnected Marketing," the slow, creeping separation between marketers and their customers caused by over-reliance on tech and automation. Casey shares how launching a podcast helped him reverse that disconnect by creating real, human connections with customers, starting relationships with generosity rather than a sales pitch. Alongside hosts Carman Pirie and Jeff White, Casey explores the importance of knowing your customers by name, and even more critically, understanding their real pains and challenges. They discuss how podcasting serves as a powerful tool to foster reciprocity, build authentic relationships, and bring marketing teams back to their foundational role as the voice of the customer. For B2B manufacturing and beyond, this conversation is packed with insights on how marketers can reconnect with the people they serve and create genuine growth opportunities.

In times of economic uncertainty, many manufacturers instinctively pull back on marketing, but according to Una de Boer, that's exactly the wrong move. In this episode of The Kula Ring, Una joins hosts Carman Pirie and Jeff White to challenge the idea that marketing should take a backseat when times get tough. She shares practical, data-driven strategies for manufacturers looking to grow revenue through diversified customer bases, without breaking the bank. From assessing existing customer data for hidden opportunities to taking the first steps into international markets through scalable digital campaigns, Una outlines how B2B manufacturers can move beyond their comfort zones with confidence, securing new business from a wider variety of geographies and cultures. She also explores how changing markets can help revitalize core marketing efforts and why now might be the perfect time to reexamine product-market fit. Whether you're trying to get your leadership team to see the value of investing in marketing or looking to extend your brand's reach globally, this episode is packed with actionable advice for growth-minded marketers.

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.

Bringing a new product to market is no small feat, especially in the B2B manufacturing space, where development cycles are long and expectations are high. In this episode of The Kula Ring, Stu Accola shares his expertise on the nuances of successful product launches, from crafting an effective go-to-market strategy to aligning marketing and sales teams for maximum impact. He breaks down the critical differences between a business case and a go-to-market plan, the importance of customer involvement in product development, and why proof points are often overlooked but essential for building credibility. Whether you're launching into an existing category or creating demand for something entirely new, Stu's insights will help manufacturing marketers refine their approach and drive greater success.

In this episode of The Kula Ring, we sit down with Fuad Hasanovic, Director of Marketing at Kamps Pallets, to uncover the fascinating world of pallet recycling, supply chain optimization, and sustainability. Kamps Pallets has evolved from a small operation retrieving discarded pallets to a nationwide leader in comprehensive pallet lifecycle management. Fuad shares how the company has embraced innovation, from Total Pallet Management programs to data-driven supply chain strategies that help manufacturers reduce waste and lower costs. We also explore how education plays a critical role in shifting the industry's mindset from price to total cost, and why the future of pallets might just be a key indicator of economic health. Plus, a few fun stories—like Carman's experience as a human forklift and Jeff's childhood bike ramp experiments!

The world of 3D printing has seen vast changes in recent years. IP constraints on those early technologies lifted, and an explosion of offers and solutions hit the market, leading to the consolidation we are seeing in the industry today. But for Dani Mason and B9Creations success in this industry hasn't been about outspending competition, it's about out-listening them. In this episode, Dani shares how B9 has built a competitive edge by prioritizing deep customer relationships over flashy R&D budgets. From customer-funded innovation to a structured voice-of-the-customer process, B9 integrates real-world feedback at every stage, ensuring products solve actual industry pain points. Forget gimmicks and gift cards, this is a masterclass in authentic customer engagement.

Karlaa Gregory is transforming industrial marketing with AI, streamlining content creation and localization across global markets. By training a custom GPT with product catalogues and documentation, she ensures campaigns align with regional needs while maintaining brand consistency. Her AI-driven approach also includes persona-based marketing, tailoring content for engineers, procurement specialists, and other key decision-makers. Beyond content generation, Karlaa is using AI-powered automation for analytics and reporting, integrating tools and ecosystems like Zapier and Google to track campaign performance in real time. She emphasizes that AI isn't replacing marketers, it's making them more effective. Tune in to hear how she's pushing the boundaries of AI in industrial marketing.

How do you shift from traditional marketing to an inbound approach in the manufacturing industry? Josh Gravelle, Marketing Manager at Calvary Robotics, joins The Kula Ring to share his journey from TV production to B2B marketing and how he's helped evolve Calvary's marketing strategy over nearly a decade. Josh discusses the challenges and rewards of getting engineers involved in content creation, the role of brand storytelling in establishing thought leadership, and why consistency in marketing efforts pays off. He also dives into the impact of launching a podcast, leveraging speaking engagements, and integrating HubSpot to strengthen Calvary's inbound marketing efforts. If you're looking for insights on how to develop a meaningful content strategy that goes beyond just generating leads, this episode is packed with valuable takeaways.

In this episode of The Kula Ring, we sit down with Alex Koepsel, Director of Product Marketing at Vention, to discuss the art of managing up and across in product marketing. Alex shares his journey from electrical engineering to product marketing, revealing how his technical background and entrepreneurial mindset shaped his approach to positioning products and influencing key stakeholders. We explore how Vention is democratizing industrial automation, making it easier for manufacturers of all sizes to implement automation solutions. Alex also unpacks the strategies behind building trust, aligning with leadership goals, and persuading decision-makers to invest in marketing initiatives. Whether you're in product marketing, sales, or leadership, this episode is packed with insights on navigating cross-functional teams and driving meaningful change within an organization. Tune in to hear how product marketers can act as “mini CEOs” and leverage influence to move the business forward.

For decades, Pack-Smart has been at the forefront of packaging automation, seamlessly integrating robotics and software to deliver turnkey solutions. Yet, despite its technological leadership, the company relied almost exclusively on YouTube for lead generation—until now. In this episode of The Kula Ring, we explore how Pack-Smart is embracing digital marketing for the first time. With new strategies in SEO, CRM integration, and thought leadership content, the company is expanding its brand presence and driving data-driven decision-making across the organization. We dive into the challenges of shifting from product-focused messaging to industry leadership and how Pack-Smart is positioning itself as a go-to resource for emerging trends and regulatory changes. Tune in to hear how a company that has innovated in manufacturing for years is now innovating in marketing—creating a stronger, more connected approach to customer engagement.

Deploying marketing automation at scale in the manufacturing sector comes with an array of challenges and opportunities. In this week's episode of The Kula Ring, Carlicia Layosa shares her firsthand experience implementing and refining marketing automation strategies. She discusses the importance of data integration, audience segmentation, and behavior-based campaign triggers to create personalized customer journeys. Carlicia also reflects on lessons learned, including the need for an early focus on data quality, the power of AB testing, and the balance between personalization and crossing the "creepy" line. Plus, we explore the evolving role of AI in automation and what the future holds for engagement-driven marketing.

This week on The Kula Ring, Tara Vincar, Marketing Director at Alpha Controls, shares her journey of transforming the company's marketing approach from the ground up. She discusses how she navigated the steep learning curve of the instrumentation industry, built a small but mighty marketing team, and gained executive buy-in for long-term strategy. Tara also reveals the early wins that fuelled momentum, the challenge of maintaining growth after the "newbie gains" phase, and how she strengthened collaboration between marketing and sales.

How do you transform scattered customer insights into a structured, data-driven approach to marketing and sales? Cory Peterson shares the journey his organization took—from early, informal customer interviews to a comprehensive digital customer journey framework. In this episode, Cory walks us through the process of mapping the customer journey, the evolution from a linear model to a dynamic flywheel, and the role of rigorous testing in refining digital interactions. He also discusses the challenges of attribution, the importance of integrating sales and marketing, and how even small organizations with limited traffic can leverage research to drive meaningful improvements. Join us as we explore how a data-driven mindset can unlock deeper customer understanding and business growth.

In this episode of The Kula Ring, Todd Carroll, Vice President of Sales and Marketing at B&B Manufacturing, shares the remarkable growth story of a company that started in a garage and evolved into North America's largest synchronous drive pulley manufacturer. Todd discusses how B&B has doubled its footprint, innovated manufacturing processes, and expanded its inventory to meet customer needs. He highlights the company's "belted drive expert" philosophy, their hands-on approach to customer service, and creative marketing strategies like "Todd Talks" that blend humour and insight to drive awareness. Tune in to discover how staying close to customers and embracing change fuels success in the power transmission industry.

This week we explore the transformative power of automation in the food and baking industry with Doug Henderson and Jamie Bobyk from Apex Motion Control. Utilizing brand-new collaborative robots (cobots) to revolutionize manual processes, Doug and Jamie share how their team blends creativity and technology to solve complex challenges. They discuss the importance of video content in driving customer engagement, the humanization of cobots on factory floors, and the leadership needed to embrace these innovations. Tune in to discover why automation is reshaping food production and creating long-term partnerships.

Mitchell Jerine joins The Kula Ring this week to explore the evolving dynamics of sales and customer engagement. We delve into the challenges and opportunities of this transition, including: Differentiating through value-added services and solutions. Overcoming internal resistance to change and navigating change management. Leveraging technology to access untapped markets while fending off new competition. Real-world examples, like GE's IoT solutions and Caterpillar's service-centric strategies, illustrating how manufacturers are driving innovation and redefining customer relationships. Discover actionable strategies to transform your manufacturing organization into a solutions powerhouse.

The final instalment of The Kula Ring Holiday Series is upon us! Oh man, this week we cover something near and dear to Kula's heart. We are discussing ABM and ABX with Jessica Woodside of WIKA this week. We dive deep into the nuts and bolts of embarking on the journey to an account based strategy and how to avoid some of the pitfalls. This episode is so packed with information we suggest taking notes (or reading the full transcript on our website). Don't miss this one gang!

In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.

Welcome to part one of The Kula Ring's Holiday series! This Holiday season we are going on an ABM journey, first up! 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.

BALYO is a global manufacturer of autonomous robotic forklifts. In this episode of The Kula Ring, Jeff and Carman sit down with BALYO's Global Marketing Director, Rob Patey, to discuss what makes marketing in manufacturing unique. They also talk about the challenges of digital marketing for manufacturing companies, the best way to find and reach customers online, and what sets BALYO apart.

Sarah Carson from packaging design and manufacturing company, Rohrer, talks about bringing together marketing and sales teams from two organizations, building in-house capabilities, and her approach to creating powerful sales enablement content.

This week on The Kula Ring we are taking a second look at an amazing conversation with John Joyce. Please enjoy! Customer demand for real-time data is driving manufacturers to build web-enabled systems to share information more efficiently across channels. In this episode of The Kula Ring, John Joyce, Global Marketing Director of Brennan Industries, talks about how he helped his organization make data more accessible to their distribution channels and partners. He shares insights on how leveraging data improves customer experience and the role of the marketing department in implementing customer-facing technology.

In this episode, we explore the fascinating journey of three long-standing companies that merged to create a unified entity while preserving the rich heritage of their origins. Amy Rodgers, Marketing Director at KMM Group, shares insights into navigating the complex challenges of integrating multiple brands, streamlining operations, and evolving a cohesive identity in a highly competitive industry. Hear how cultural alignment, strategic branding, and a relentless focus on personalization can create a competitive edge and foster growth. Amy also discusses the power of building thought leadership, offering a behind-the-scenes look at what it takes to position leaders as industry experts and establish a relatable, impactful voice. If you're interested in how companies can grow while staying true to their roots, this episode offers inspiration and practical advice.

This week, Paul Drabble joins the show to dive into the transformative impact of electrification in material handling and construction. Paul shares insights into the brand's approach to market entry, focusing on raising awareness and educating potential customers before introducing product pitches. He emphasizes leveraging in-person events and webinars, supported by a robust network of subject matter experts, to build credibility across sectors. We also discuss Paul's excitement about advancements in marketing tools, including AI-driven localization and automation, which rounds out this insightful conversation on navigating a rapidly evolving technological landscape.

In this episode, Liz Shovlin Burnett joins The Kula Ring again to explore the challenges small and mid-sized manufacturers face in talent acquisition and adapting to modern growth strategies. Liz highlights the pressing talent shortage in manufacturing and shares insights from the IMTS trade show, where a surge of women in manufacturing roles is helping to bridge the gap. She also discusses how technology, especially digital marketing tools, can support growth. Liz advocates for a strategic, agile approach that leverages both technology and focused talent investments to stay competitive in the rapidly changing landscape that SMEs face.

In this week's episode, Lucy Chen discusses long-term strategic marketing planning and how to move from working in isolation to collaborating effectively. We explore how to keep a clear long-term vision while dealing with short-term pressures. Lucy shares her approach to aligning teams, highlighting the need for patience, accountability, and welcoming ideas—even if they feel awkward at first. She believes in creating lasting value that benefits the entire industry, rather than just focusing on immediate results. This episode covers many topics, and Lucy offers a lot of helpful insights.

In this episode, Adam Kimmel dives into the evolving role of business development in the manufacturing sector. Traditionally focused on transactional sales and quotas, business development is now shifting towards a more strategic approach, emphasizing partnerships and deep customer understanding. Adam shares insights on how discovery sessions with clients often reveal gaps they hadn't considered, helping them reframe their challenges and expand into new markets. He also explores the difficulty of getting buy-in from entrenched sales teams and founders and how leveraging voice-of-customer insights can align teams and strengthen client relationships. This episode highlights the growing importance of combining outbound and inbound strategies to build lasting, trust-based relationships.

On this week's episode of The Kula Ring we are joined by Caleb Rule. Caleb is a fractional CMO and bonafide CRM expert. We had a chance to sit down with Caleb to discuss CRM ownership within different organizations. We also dive into how new technology implementation sometimes puts a spotlight on failings within an organization. If you are experiencing that pain, don't worry, we also discuss how to deal with it. Don't miss this masterclass in CRM implementation and best practices.

In this episode of The Kula Ring, Nate Calvert, VP of Marketing at KCooper, dives into how his company addresses the challenges in the manufacturing and supply chain space by adopting a customer-first approach. Nate highlights the shift from a product-centric model to one that revolves around solving specific customer problems. KCooper leverages international supply chains and innovative technologies to not only meet immediate demands but also introduce products that perform better, save money, and improve sustainability. Nate explains how KCooper's proprietary performance-based solutions offer enhanced value, from sanitizer-compatible wipes to recyclable materials, ultimately transforming industry standards while fostering stronger relationships with their customers.

In this episode of The Kula Ring, we delve into the challenges and opportunities surrounding trade show marketing for manufacturers. Joined by Jim Beretta, founder of Customer Attraction Inc., they explore the importance of developing effective trade show strategies and measuring ROI. Jim shares insights from his own experiences, highlighting the need for a data-driven approach while balancing the often emotional responses to trade show outcomes. The discussion emphasizes how manufacturers can create long-term value through strategic planning and understanding the broader, non-transactional benefits of trade events.

In this episode, we sit down with John Koehler of KK Tool to discuss the unique challenges of managing a family-run manufacturing business. From the pressure of modernizing marketing efforts to the critical role of recruiting and retaining top talent, John shares his insights on navigating industry consolidation and keeping small businesses competitive. Tune in to hear how family enterprises can adapt and thrive in an ever-evolving industrial landscape, and why communication and a sense of purpose are key to long-term success.

In this episode, we sit down with John Koehler of KK Tool to discuss the unique challenges of managing a family-run manufacturing business. From the pressure of modernizing marketing efforts to the critical role of recruiting and retaining top talent, John shares his insights on navigating industry consolidation and keeping small businesses competitive. Tune in to hear how family enterprises can adapt and thrive in an ever-evolving industrial landscape, and why communication and a sense of purpose are key to long-term success.

This week on The Kula Ring we are joined by Jay Suggs. Jay has spent a considerable amount of time investigating what makes an effective team. He was the head of Johnson Controls' diversity and inclusion initiative, and he gives us a look at what it takes to create an inclusive work team where everyone feels supported and brings something unique to the table; assembling the Avengers as he calls it. We look at some high-level aspects as well as diving deep into some of the more difficult parts of being a good leader of people.

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 a showcase of the Kula Partners team, Floyd Blaikie, VP of Strategy, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.

In this week's episode, co-hosts and Kula Partners principals, Jeff White and Carman Pirie, talk about niche orientation marketing. They talk about the Niche Navigator, a model and exercise they created to assess and understand where businesses fall ranging from low to high niche market orientation. Listeners can look forward to learning examples of niche market orientation, learn pitfalls that could impact their marketing strategies and tips to enhance their marketing efforts.

Almost everyone agrees that talking to customers is a good idea, but sometimes manufacturers find that one particular department seems to stand in the way: sales. Salespeople functioning as customer gatekeepers can be a real problem. In this episode of The Kula Ring, Jeff and Carman explore how manufacturers can move past a culture of gatekeeper salespeople towards a future where serving customers is a team sport.

In a world where technology is continually reshaping our industries, the line between human intuition and artificial intelligence remains an important topic. Join us as we explore the evolving landscape of manufacturing marketing, looking at how innovation and AI are redefining the way we connect, create, and communicate. This episode of The Kula Ring with Jarid Hockert reflects on the synergy between tradition and technology, and what it means for the future of our craft.

In this episode of The Kula Ring, we delve into the art of bringing personality to B2B manufacturing marketing. Join us as we explore how authenticity and human touches can transform a brand's presence, making it more relatable and engaging. Our guest shares insights on leveraging social media, maintaining a balance between fun and professionalism, and the importance of strategic, consistent content. Tune in to discover how to unbox the full potential of your B2B marketing strategy.

In this episode of The Kula Ring, we welcome David Starck, Senior Director of Corporate Marketing at ProMach. David shares his unique journey from a background in graphic design and copywriting to leading corporate marketing strategies for a company with over 50 brands. They discuss the challenges and opportunities of managing a diverse portfolio, the creative approaches to marketing in the manufacturing sector, and how ProMach successfully integrates new acquisitions while maintaining a strong brand identity. Tune in to hear about innovative campaigns and strategic insights from one of the industry's leading marketers. Hear our other conversations with ProMach here: https://kulapartners.com/thekularing/troubleshooting-time-tips-for-manufacturing-content-success/ https://kulapartners.com/thekularing/a-manufacturing-brand-integration-playbook/

This week The Kula Ring is sitting down with Allison Myers from Fives Intralogistics, she shares her unique insights on transforming complex challenges into clear, actionable strategies. Discover the nuances of modern B2B manufacturing marketing and how you can still use some of the methods marketers used before social media overran our lives.

On the Kula Ring podcast this week, we had the opportunity to speak with Jim Cahill, the Chief Blogger and the Head of Social Marketing at Emerson Automation Solutions. Since 2006, Jim has been cultivating Emerson's social media presence and digital brand. Over his 33-year career at the company, Jim has witnessed a lot of change in marketing, starting with the introduction of internet marketing in the mid-90s, ‘Web 2.0', and most recently how the pandemic shook up the marketing industry as a whole. Listen to Jim as he shares his industry knowledge on the best social media tactics that manufacturing marketers can implement to build connections with their audience and create social media content that drives sales.

The Kula Ring this week is digging into digital journey optimization with Jon MacDonald, founder of The Good. Jon shares insights from his extensive experience helping brands like Nike and Xerox improve user experiences and conversions. Discover how understanding consumer psychology and optimizing digital touchpoints can transform your approach to marketing and sales in the manufacturing sector. You can find his new book, Behind the Click, here: thegood.com/behind-the-click/

This week, The Kula Ring is diving into transforming marketing operations with Cory Kniepp, Director of Strategic Planning and Marketing Operations at Nidec Motor Corporation. We look at how industrial manufacturers are leveraging data-driven insights and AI to revolutionize marketing strategies, bridging the gap between B2B and B2C marketing approaches. We explore the journey from traditional marketing services to advanced marketing operations and the pivotal role of technology and AI in those efforts.

This week The Kula Ring returns to the world of packaging. We are talking to Stephen Clysdale a self-proclaimed “packaging nerd” and a man who has his pulse on the recent developments in packaging technology. We break down some of the work that is going into packaging sustainability and the innovations that are around the corner. This is a great conversation that any manufacturer that uses packaging can learn something from.

This week on the show we are talking about bringing an organization up to speed with organizational marketing and sales alignment. We met with Matt Lukens who has brought his wealth of experience from working with larger on-demand manufacturers to Flex Interconnect Technologies to revolutionize their marketing prowess. We discuss the technology that he is implementing as well as the changes to framing and thinking about customer retention and increased revenue.