Podcasts about kula partners

Episode SummaryThis episode dives deep into the heart of creativity in B2B marketing as Jeff and Carman illuminate the power of bold ideas in revitalizing campaigns. From the challenges of standing out in a "sea of sameness" to the unique opportunities presented by AI, the duo shares actionable insights on rethinking how brands engage, differentiate, and capture attention in complex B2B environments. Learn how to leverage concepts like the "Big Long Idea," champion creativity, and foster meaningful connections with your audience.Key TakeawaysMove Beyond the "Sea of Sameness": Creativity provides the differentiation needed to stand out in saturated markets like manufacturing.The Big Long Idea Framework: A strategy focused on developing campaign platforms that can scale and endure over time (3-5 years), providing consistency across touchpoints.The Role of AI in Creativity: While AI offers tools to streamline processes, the human element remains crucial to driving authentic creativity.Listening as a Competitive Edge: Out-listening your competitors can generate fresh ideas and create meaningful customer campaigns.Revitalize Through Buy-In: Achieving alignment from stakeholders is essential; nurture collaboration among marketing, sales, and leadership to ensure bold campaigns succeed.QuotesThe biggest challenge for creativity is the modern worship at the altar of technology. We've traded bold ideas for efficiency." - Jeff White"Happier people make better products, and better products make happier people. That's creativity in a nutshell." - Carman PirieBest Moments (06:50) – Differentiating in Bland Markets : Jeff and Carman discuss how creativity can help brands stand out in heavily regulated and saturated industries like packaging and manufacturing.(12:30) – The Big Long Idea Explained : A deep dive into the "Big Long Idea" framework, showcasing how it provides consistency and creativity for campaigns that last 3-5 years.(15:45) – Happiness in the Making : A case study on how creative insights led to a powerful tagline and campaign essence for a contract manufacturer.(24:11) – Out-Listening Competitors : Carman shares how listening to customers and competitors can unlock fresh, creative ideas for campaigns.(36:40) – Courage to Pick Up the Phone : A discussion on the importance of direct conversations for both marketers and sales professionals to gain valuable insights.Shout-OutsUna De Boer - CMO, WhiteWater West Industries Ltd.About the GuestJeff White: the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.A passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing, and sales at events such as HubSpot's Inbound conference.Connect with Jeff.Carman Pirie: the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman's career has taken him from the halls of Canada's Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm's diverse range of North American manufacturing clients.Connect with Carman.Website: kulapartners.com

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.

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.

Over the Holiday season, The Kula Ring is bringing you a few conversations between Jeff and Carman, the hosts of The Kula Ring and founders at Kula Partners. Agile Project Management is not something that typically comes to mind when discussing marketing. But, when clients discover that is how we manage marketing work at Kula Partners, Jeff and Carman often find themselves answering curious questions about it. In this episode of The Kula Ring, we discuss what Agile is and share how our experience can help manufacturing marketers weigh the benefits and barriers of implementing the project management style. Please enjoy and Happy Holidays!

The Kula Ring is back! This week we have the distinct pleasure of talking with Floyd Blaikie. Floyd is the Director of Strategy here at Kula Partners. She has been working on literally writing the playbook on Google Ads recently and we took this opportunity to sit down with her and pick her brain on the nuance of this ubiquitous medium. We cover some of the pitfalls that B2B Manufacturers face in a PPC system that is biased toward B2C with shorter sales cycles than most manufacturers are accustomed to. You are going to want a notebook for this one.

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Jeff White and Carman Pirie from Kula Partners, a B2B marketing agency specializing in the manufacturing industry. They delve into the unique challenges and opportunities that arise in manufacturing marketing, offering valuable insights for marketers looking to succeed in this space. Jeff and Carman discuss the varying levels of ABM maturity in manufacturing organizations, ranging from traditional inside sales setups to highly integrated CRM and ABX platforms. They emphasize the importance of brand-building activities and the need to balance them with demand-oriented campaigns for long-term success. The conversation explores the concept of intent signals and how they differ in the context of longer sales cycles, prompting the exploration of experimentation and the pitfalls of pursuing perfect attribution. The guests also touch on the coin-operated model prevalent in B2B marketing and the significance of the polarity of the sale, highlighting the need to adapt marketing and sales strategies based on buying intent. Additionally, they address the current economic landscape and discuss how manufacturing companies are navigating supply chain shifts and making investments to stay competitive. About the Guests Jeff White Jeff is the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students. Connect with Jeff White Carman Pirie Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman's career has taken him from the halls of Canada's Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm's diverse range of North American manufacturing clients.  Connect with Carman Pirie Key Takeaways The manufacturing industry faces varying levels of ABM maturity, from traditional inside sales organizations to highly integrated CRM and ABX platforms. Longer sales cycles in manufacturing require a different approach to identifying and interpreting intent signals. Experimentation is crucial in understanding what works and what doesn't, and perfect attribution should not be the sole focus. Balancing brand-building activities with demand-oriented campaigns is essential for long-term success. Quotes "Don't think that short-term experiments alone can revolutionize your brand or leapfrog your competition. Longer-term bets on creative platforms and content have a more significant impact." - Carman Pirie "The polarity of the sale is not always in our favor. It's important to measure activities, adapt approaches, and create engagement even when the buying intent hasn't flipped." - Jeff White Recommended Resources Podcasts How I Built This podcast by Guy Raz Books Any of Dave Trott's Books Shout-outs Kristin Thompson Fallon – Founding Member at Chief Mike Nager – Business Development / Program Management at Festo Didactic Jessica Woodside – Director of Marketing at WIKA USA Monique Eliott – SVP, Global Brand & Communications at Schneider Electric ⁠⁠Connect with Jeff White⁠ | Connect with Carman Pirie | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠ | ⁠⁠Website⁠⁠

Is being a Platinum Hubspot Partner a lasting differentiator? It wasn't for this agency. I recently sat down with Carman Pirie, co-founder of Kula Partners to unpack his journey from Platinum Hubspot Partner to a leading agency specializing in the manufacturing sector. In this episode, you'll hear the market forces that provoked them to specialize, why they chose manufacturers as their focus vertical, the details about transitioning from a generalist to a specialist agency, the biggest fear in selecting a vertical focus, how they built early momentum in the new focus vertical of manufacturing, and much more. The resources mentioned in this episode are: - Connect directly with Carman via email: carman@kulapartners.com and on LinkedIn: https://www.linkedin.com/in/pirie/ - For more business growth and vertical go-to-market tips and advice, subscribe to Corey's newsletter at https://www.coreyquinn.com/newsletter - Podcast website: https://www.coreyquinn.com/podcasts/the-vertical-go-to-market-podcast/ Join us as we discuss healthcare marketing and verticalized agencies as a whole.

Agile Project Management is not something that typically comes to mind when discussing marketing. But, when clients discover that is how we manage marketing work at Kula Partners, Jeff and Carman often find themselves answering curious questions about it. In this episode of The Kula Ring, we discuss what Agile is and share how our experience can help manufacturing marketers weigh the benefits and barriers of implementing the project management style.

Today we continue talking about marketing in the manufacturing industry by getting specific with industry strategies and channel mix. Joining us again is Jeff White, who is a Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 2 of our conversation, Jeff is going to tell us about the channel mix he applies when marketing for manufacturing companies. Show NotesConnect With:Jeff White: Linkedin // Twitter The MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we continue talking about marketing in the manufacturing industry by getting specific with industry strategies and channel mix. Joining us again is Jeff White, who is a Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 2 of our conversation, Jeff is going to tell us about the channel mix he applies when marketing for manufacturing companies. Show NotesConnect With:Jeff White: Linkedin // Twitter The MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we discuss the marketing landscape in manufacturing and how you can optimize your marketing for growth in the manufacturing industry. Joining us is Jeff White, Co-founder and Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 1 of our conversation, Jeff is going to tell us about some of the specific challenges and target segments he sees in the manufacturing industry. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we discuss the marketing landscape in manufacturing and how you can optimize your marketing for growth in the manufacturing industry. Joining us is Jeff White, Co-founder and Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 1 of our conversation, Jeff is going to tell us about some of the specific challenges and target segments he sees in the manufacturing industry. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

Continuing our showcase of the Kula Partners team, Craig Edis, Creative Director, discusses the central role of design in modern marketing for manufacturers. Drawing on more than 17 years of experience, Craig shares insights about what goes into developing outstanding brands, why user testing and visitor analysis is so valuable, and how to always design with the end-user in mind.

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.

Jeff and Carman have invited members of the Kula Partners team to showcase their capabilities and provide some tips and tricks to The Kula Ring audience. In this episode, Luke Desroches, Frontend Architect, describes how continuous learning is a large part of steering the team's frontend development in the right direction. He also explains the importance of SEO and how Google's 3 Core Web Vitals impact website performance.

Today we continue talking about marketing in the manufacturing industry by getting specific with industry strategies and channel mix. Joining us again is Jeff White, who is a Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 2 of our conversation, Jeff is going to tell us about the channel mix he applies when marketing for manufacturing companies. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we continue talking about marketing in the manufacturing industry by getting specific with industry strategies and channel mix. Joining us again is Jeff White, who is a Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 2 of our conversation, Jeff is going to tell us about the channel mix he applies when marketing for manufacturing companies. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Today we discuss the marketing landscape in manufacturing and how you can optimize your marketing for growth in the manufacturing industry. Joining us is Jeff White, Co-founder, and Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 1 of our conversation, Jeff is going to tell us about some of the specific challenges and target segments he sees in the manufacturing industry. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we discuss the marketing landscape in manufacturing and how you can optimize your marketing for growth in the manufacturing industry. Joining us is Jeff White, Co-founder, and Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 1 of our conversation, Jeff is going to tell us about some of the specific challenges and target segments he sees in the manufacturing industry. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Marketing is a bit different for manufacturing, but ABM is how they have always done it.  On this episode of the If You Market podcast Jeff White of Kula partners talks with us about the specifics of applying ABM in manufacturing companies.  Jeff is the co-founder of Kula Partners, an agency that specializes in helping manufacturers digitally transform their marketing and sales.  A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago and leads the design and development practice at Kula. 

Welcome back to Eggs! This week we have special guest Carman Pirie. Carman is the co-founder of Kula Partners, an agency that helps leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. He’s also the co-host of The Kula Ring podcast for manufacturing marketers. Combining three decades of marketing and communications experience with a distaste for the ordinary, here to talk about positioning and differentiation, the changing landscape of B2B buying and so much more, join me in welcoming our guest, Carman Pirie. Our Guest:Carman PirieCo-founder of Kula Partnershttp://kulapartners.comCredits:Hosted by Michael Smith and Ryan RoghaarProduced by Michael SmithTheme music: "Perfect Day" by OPMThe Carton:https://medium.com/the-carton-by-eggsFeature with Zack Chmeis of Straight Method up now! https://medium.com/the-carton-by-eggs/zack-chmeis-35dae817ac28The Eggs Podcast Spotify playlist:bit.ly/eggstunesThe Plugs:The Showeggscast.com@eggshow on twitter and instagramOn iTunes: itun.es/i6dX3pCOn Stitcher: bit.ly/eggs_on_stitcherAlso available on Google Play Music!Mike "DJ Ontic" shows and infodjontic.com@djontic on twitterRyan Roghaarhttp://ryanroghaar.com

Resource Links: Your Social Voice Website (https://www.yoursocialvoice.com.au/) Become the Mogul of your industry (https://www.mogulcall.com) Join our Mogul Mastermind (https://www.mogulmastermind.com.au/) The Kula Ring Podcast (https://kulapartners.com/thekularing/) The marketing funnel is the go-to strategy used by most marketers that some fail to stop and think whether it is still effective for their business. In fact, it's highly flawed and potentially could lead to a budget spill. With traditional marketing funnels full of holes and flaws, how do you best reach your target audience? Today's chat with Carman Pirie lets us dive deep into why traditional marketing front-end funnels are a bit disjointed, the difference between B2B and B2C marketing, and how to reach the target organisations for small businesses. If you want to see your conversion rates explode then head over to the show now.   What we discussed in this episode: Carman's elevator pitch [01:18] Why the traditional marketing funnel is dead [02:50] The funnel is limited and increasingly less effective [04:20] The 1st flaw of the funnel: Terminology gets confusing [07:20] The 2nd flaw of the funnel: BANT doesn't make sense [09:05] Flipping the marketing funnel on its head [11:21] B2B marketing vs B2C marketing [14:34] The ideal marketing model for small businesses [16:14] What is Terminus and what does it do? [20:12] Client focus is the order of the day [24:36] Carman's recipe for the perfect Old Fashioned [25:53]   About Carman Pirie Carman Pirie is the co-founder of Kula Partners, a Canada-based company that focuses on digitally transforming how B2B manufacturers market and sell. He also hosts ‘The Kula Ring' podcast dedicated to discuss and dissect topics on B2B marketing. You can connect with Carman Pirie through the Kula Partners website.   Thank you so much for listening! If you liked this episode, please don't forget to subscribe, tune in, and share this podcast.   Connect with The Kim Barrett Show:  Subscribe on Youtube Follow Us on Facebook See omnystudio.com/listener for privacy information.

People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space. Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the funnel more like a swarm of flies. People seem to swarm around our content until, finally, and unpredictably, they qualify for a call. Carman believes there's something better than a funnel or a swarm, and his agency delivers that something better.  If digital marketing is a swarm, how is a swarm of bees different than a swarm of flies? Find out from Carman on this episode of Intended Consequences.  Resources and links discussed: Connect with Carman Learn more about Kula Partners Follow Brian on Twitter @bmassey  Learn more about Conversion Sciences

Ep 034 - The Potential of Account Based Marketing for greater Trade Show Results! Carman Pirie is the co-founder of Kula Partners, an agency that helps leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. He’s also the co-host of The Kula Ring podcast for manufacturing marketers. Combining three decades of marketing and communications experience with a distaste for the ordinary, Carman joins us to share unique insights on B2B marketing and sales. Carman's Top Tips: - Know who you want to sell to before you start - Trade shows start before they start and end well after they end - Don't ignore digital lead capture along with tightly aligned sales enablement and marketing automation - Getting good at taking an account-based approach to trade shows makes you less reliant on trade shows   Carman's top 2 takeaways for the listeners:  - Get really good at trade shows so you may possibly need them less - Account Based Marketing = better marketing & sales alignment  Contact Carman and to learn more: Visit: https://kulapartners.com/ (https://kulapartners.com/)

Is your website locking out 15% of your potential customers because it isn’t accessible to some users? Website usability expert Jeff White explains how to open it up this week on Make It Right.

Is your website locking out 15% of your potential customers because it isn’t accessible to some users? Website usability expert Jeff White explains how to open it up this week on Make It Right. Full show coming Friday May 8.

Every company knows they need a website. We all know we have to market our business online, it's not the future, it's the present. But too many companies build their websites the way they want them to look, feel or function. And they forget the number one rule, it's not about you, it's about your prospects and what they are looking for. Join Jeff White from Kula Partners, as we explore the importance of building the right kind of website and marketing for your audience. No matter what niche you're in, you'll want to hear this. Jeff and Kula Partners are focused on the manufacturing niche, so they understand how important it is to create websites and marketing that really help companies achieve their goals. I hope you all stay safe and stay home.Enjoy!A huge thank you to Campaign Refinery for sponsoring this episode. Check out the amazing email marketing automation tool they've created.Please subscribe, rate and review, and find us @AllAboutDigMar on Twitter, Facebook, and Instagram to share your thoughts.The All About Digital Marketing Podcast is brought to you by Social INK, a digital marketing consultancy on a mission to put the social back into social media.

This week on Make It Right Carman Pirie of Kula Partners breaks down the B2B marketing challenge that manufacturers face and provides some solutions.

This week on Make It Right Janet Eastman's guest is Carman Pirie, lead marketing and sales counsel at Kula Partners, a company that help manufacturers engage buyers, serve customers, and outpace their competition online.

“The act of creating an effective brand position is filling an empty hole in the mind of the buyer.” Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients. His unique insights and distaste for the ordinary have earned him a Gold Award for Media Innovation from Marketing Magazine and Kula Partners—Canada’s first Platinum HubSpot agency—has been recognized as a top lead generator among HubSpot partners. Listen & Learn: The difference between table stakes and true differentiation and positioning. Why many executives fall into the QSP trap. The power of using archetypes in branding. Messaging to the decision-maker. The correlation between archetypes and branding and higher profitability. It’s not about what you sell, it’s about how you sell it. TO LEARN MORE ABOUT  KULA PARTNERS, CLICK HERE. TO FIND CARMAN PIRIE ON LINKEDIN, CLICK HERE.

"Accessibility Isn't Just a Compliance Strategy, It's a Growth Strategy - with Jeff White of Kula PartnersBuilding a website following accessibility standards has always been a winning strategy, but recent updates in the world of accessibility illustrate the risks of non-compliance are increasing dramatically for brands and agencies. With all this increased compliance pressure and the relentless pressure to drive growth, many teams are asking themselves, ""Am I actually doing all I can to deliver a great experience to my entire audience?"".In this episode of PressThis, we interview Jeff White of Kula Partners as he shares his thoughts around why accessibility isn't just a compliance strategy, but a GROWTH strategy. Jeff discusses simple approaches you can use to beef up the accessibility practice within your team and to do so with a growth mindset.Delivering a delightful experience to those who consume your website with screen readers, greyscale color vision, or those unable to consume audio is not just a cool thing to do, but is also a great way to optimize your site for valuable buyers who can help you grow and get great SEO benefits in the process. If you're not optimizing for accessibility, you're slamming the front door of your digital business in your customer's face.If you'd like to learn how you can take a growth mindset with your accessibility strategy, listen to this episode of PressThis now!Interview Questions:* What is your WordPress origin story?* Briefly tell me about Kula Partners?* Why is accessibility important to you?* What are the challenges in getting brands to adopt accessibility?* What are the SEO benefits of accessibility?* What are the benefits to having content w/ better metadata (alt tags) outside of SEO?* What are the challenges in getting teams to integrate accessibility into their workflows?* Do brands optimize the UX and CRO for visitors consuming the website through accessibility features? Do they set it and forget it?* If the audience remembered just one thing you said today, what would it be?"

How To Generate More Initial Appointments By Utilizing A Co-Content Building Strategy Salespeople are always looking for new ways to generate more initial appointments. How do you do that? There are many strategies. In this episode, Donald and Carman Pirie talk about utilizing strategies that include co-creating and content-building.  Carman Pirie is the co-owner of Kula Partners. It's a manufacturing marketing agency that helps manufacturers transform their marketing and sales apparatus by making it more digital in nature. He is also a co-host of the podcast called The Kula Ring, a podcast that focuses on manufacturing marketers and telling their stories.  The challenge in sales prospecting  Prospecting is a huge part of the sales process. Carman personally does prospecting every single day and he coaches many salespeople on how to do it right. It can be difficult to pick up the phone and start a conversation with people. Many sales leaders and managers have not explored other options outside of traditional practices. They have limited their sales teams by thinking and training the old methodologies. While picking up the phone as a way to prospect isn't bad, the answer to prospecting isn't just activity management.  There are many tools available for sales reps to use in order to prospect. We don't want to just bombard people with calls and emails or rely heavily on LinkedIn invites. This is where the challenge lies.   Breaking the challenge In working with B2B manufacturing organizations, Carman's company almost always interfaces primarily with the marketing function. These marketers have an overwhelming thirst for people in sales to actually care.  Carman suggests three approaches that Kula Partners recommends for co-creating and content-building. The first is through a podcast. The Kula Ring podcast is their primary vehicle to generate prospects. They put out episodes weekly. They expand their reach by simply talking to more manufacturing marketers and getting them on as guests for the show.  Through the podcast, these guests become more familiar with what Kula is offering and some have eventually become their clients.  Sending out emails with a subject line that sounds like a request, or extending a LinkedIn invitation, doesn't typically yield a positive outcome. Inviting somebody to be a guest on a podcast, asking about their industry and showing an interest in what they offer is a much better opportunity to build rapport. The interview gives you a better insight into their problems and challenges. This information then allows a salesperson to come up with specific solutions to offer. As a salesperson, you can use an intent data platform and bring in guests that are likely in a buying cycle. However, it's best to approach them with the pure motive of getting to know them. After a relationship is built, a discussion about business can happen organically. This introductory conversation can even happen by the end of recording a podcast. Traditional outreach, like a phone call, can typically have a response rate of 10%.  In Carman's experience, they've seen that the targeted podcast outreach campaigns have a response rate closer to 50%.  When you can't afford to train with someone, invite them to a podcast.  You get to learn while they get their products promoted! #Podcasting Making it work Every business is different so it's up to the salesperson to experiment with a variety of formats to see what works best for their particular industry. If scaling can work, then go for it. If it's written content or other similar strategies that work, pick one of those. What works for others may not work for your client's specific needs so take the time to find the right niche. Look for the right angle or a topic that's of interest to your client. Create your podcast based on that information. Peer round tables  Another suggestion from Carman for co-creating and content-building is to host a peer round table discussion. For example, invite 12 - 20 target prospects in an information-sharing environment and serve as a host to the dialogue. They did this at Kula and they called these meetings marketing leadership exchanges. They brought in marketers who shared common characteristics and fostered an information-sharing conversation.  You can easily make an agenda out of five to six topics or questions and turn them into a 90-minute round table for information-sharing. For marketers who are widely distributed geographically, a virtual round table is more plausible.  When you can, however, the preference is to have everyone in person.  Despite the limitations in a virtual setting, the dialogue can still be rich. The exchange of information is still helpful for prospecting and building rapport. The guests are telling you the challenges they are facing in their business and asking their peers for advice. All you do is to play host to the dialogue. How to activate the conversation and transition it into a sales opportunity is up to you. After that dialogue, you now have permission to email them and build a working relationship with them. This is a much better choice as opposed to a cold call.  There's a difference between the podcast and the peer round table. There is an ongoing continuous recruitment process in the podcast guesting. However, marketing leadership requires more effort as it needs time to get a specific number of people to gather for a particular time. It can be difficult to organize a date where everyone can come together and talk.  When traditional tools aren't working, these co-creating strategies can be highly effective in moving someone from a prospect to a client.  Building content with potential customers You can start planning your co-creating and content-building by looking at some content pieces related to your niche. If you're a salesperson in a technical space and you're selling mostly to engineers, you can look at the challenges common to your prospects and your client base. You can partner with one or two clients or prospects in creating a solution to address challenges specific to that industry.  One of the great results in using the peer round table strategy is that guests naturally follow up with each other and continue to exchange and share information with one another. It's important to trust the process and let these relationships happen organically. Marketing organizations are often hungry for sales reps who can offer insight into the sales process and customer needs, as well as someone who is active in the social media channels. Salespeople can be involved in the marketing function and develop relationships with their prospects before the prospect ever even has a need for their services or products. One of Carman's guests was on their podcast and this guest had a manufacturing talk radio podcast himself. He used the podcast to give his business exposure and ended up becoming a source to develop his business. As a result, his steel company turned into a broadcasting company. It was unconventional but worked for them. If you want to use a podcast to sell, understand it won't become daily bread for the next quarter, at least. It takes time for momentum to build.  Podcasts are a natural megaphone for great ideas but it's really about building relationships and co-creating.  “How To Generate More Initial Appointments By Utilizing A Co-Content Building Strategy” episode resources Salespeople can start creating content with your prospects without other motives but to build a relationship with them and not just because you want to sell to them. Find Carman Pirie on Kula Ring in all major podcast. You can also check their site KulaPartners.com.  You can also catch up with Donald via LinkedIn, Instagram, Twitter, and Facebook for any sales concerns.  This episode is brought to you in part by TSE Certified Sales Training Program. It's a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077.  We have a new semester beginning in January and we would love to have you and your team join us. Follow this link to apply to the program.  We'd love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to.  You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial.  Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. With over 3 decades experience in marketing and communications, Carman is a wealth of knowledge. He shares with us his learnings and insights from the B2B marketing and sales space, and gives us valuable examples of successful sales and marketing alignment outcomes.  In this episode Steven and Carman explore: Carman’s story and how he got to his industry position today Carmans political background and how his experience running for an election translated to the sales world The evolution of B2B marketing and Carman's takeaways from the process What a good modern B2B function looks like and where to align goals and priorities The challenges of sales and marketing alignment in organisations  Identifying verticals from an account list and how to best utilise them Carman talks through some use cases for B2B manufacturers  The key initiatives that B2B marketers should be taking to be more effective You can check Carman out at the links below - Carman Pirie - Website Carman Pirie - LinkedIn

Kula Partners is an agency that helps B2B manufacturers digitally engage buyers, serve customers, and outsource their competition online and Synchrostack enables organizations using WooCommerce to integrate their online store to any other system in their business. I wanted to learn more about how Kula Partners is committed to helping B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. So I invited them onto the show and they happily obliged. Jeff White, the co-founder of Kula Partners and developer of Synchrostack and he joins me on the show today. Jeff is a cool Canadian who provides real-world examples of how technology is transforming businesses and reshaping industries, especially in the international manufacturing sector. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners, Canada’s first Platinum HubSpot Partner agency. A number of years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students. Jeff is also a passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing and sales at events such as HubSpot’s Inbound conference. He is also the co-host of The Kula Ring, a weekly podcast that focuses on talking technology, marketing and sales with some of the most interesting minds in manufacturing marketing. However, in today's episode of the Tech Talks Daily podcast, Jeff shares how he leverages technology with his manufacturing clients and how he helps them overcome challenges with emerging technology.  

In this episode of The Digital Marketing Scoop Mark and Jen chat with guest expert Carman Pirie about how you can get started with account based marketing.This episode of The Digital Marketing Scoop is brought to you by Cliq Media and Marketing.

People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space.Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge.The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the funnel more like a swarm of flies. People seem to swarm around our content until, finally, and unpredictably, they qualify for a call.Carman believes there's something better than a funnel or a swarm, and his agency delivers that something better.

Sean Michael Lewis sits down with Carman Pirie of Kula Partners to discuss B2B Marketing as well as common mistakes marketers make. Be sure to check out Carman's podcast the Kula Ring, Manufacturing Marketer Podcast. Learn more about Kula Partners by visiting www.kulapartners.com

People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space. Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the funnel more like a swarm of flies. People seem to swarm around our content until, finally, and unpredictably, they qualify for a call. Carman believes there's something better than a funnel or a swarm, and his agency delivers that something better.  If digital marketing is a swarm, how is a swarm of bees different than a swarm of flies? Find out from Carman on this episode of Intended Consequences.  Resources and links discussed: Connect with Carman Learn more about Kula Partners Follow Brian on Twitter @bmassey  Learn more about Conversion Sciences

On this episode of Above the Fold, Jeff Baker is accompanied by the soporific stylings of Canadian entrepreneur, marketer, co-founder of Kula Partners, host of the Kula Ring podcast and semi-sonic doppelganger of the late, great Leonard Cohen. The discourse du jour: Reimagining the shape of the sales and marketing funnel.

Today we continue talking about marketing in the manufacturing industry by getting specific with industry strategies and channel mix. Joining us again is Jeff White, who is a Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 2 of our conversation, Jeff is going to tell us about the channel mix he applies when marketing for manufacturing companies. Show NotesConnect With: Jeff White: Linkedin // Twitter The MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we continue talking about marketing in the manufacturing industry by getting specific with industry strategies and channel mix. Joining us again is Jeff White, who is a Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 2 of our conversation, Jeff is going to tell us about the channel mix he applies when marketing for manufacturing companies. Show NotesConnect With: Jeff White: Linkedin // Twitter The MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Today we discuss the marketing landscape in manufacturing and how you can optimize your marketing for growth in the manufacturing industry. Joining us is Jeff White, Co-founder and Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 1 of our conversation, Jeff is going to tell us about some of the specific challenges and target segments he sees in the manufacturing industry. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we discuss the marketing landscape in manufacturing and how you can optimize your marketing for growth in the manufacturing industry. Joining us is Jeff White, Co-founder and Principal at Kula Partners, which helps leading manufacturers digitally transform their marketing and sales processes to grow their competitive edge. In part 1 of our conversation, Jeff is going to tell us about some of the specific challenges and target segments he sees in the manufacturing industry. Show NotesConnect With:Jeff White: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

It's not that sales and marketing are out-and-out fighting with each other. It's more that they just won't acknowledge that the other one exists. I got to talk with Carman Pirie, Principal and Co-Founder of Kula Partners, about how customer experience becomes seamless when sales and marketing collaborate. “Sales and marketing can't be operating in a silo. That doesn't work for today's technology, it doesn't work for today's buyers, and it doesn't work for what we want to do as organizations in terms of delivering a seamless CX,” Carman said.

It's not that sales and marketing are out-and-out fighting with each other. It's more that they just won't acknowledge that the other one exists. I got to talk with Carman Pirie, Principal and Co-Founder of Kula Partners, about how customer experience becomes seamless when sales and marketing collaborate. “Sales and marketing can't be operating in a silo. That doesn't work for today's technology, it doesn't work for today's buyers, and it doesn't work for what we want to do as organizations in terms of delivering a seamless CX,” Carman said.

Carmen is the cofounder of Kula Partners, an agency that specializes in working with B2B manufacturers.  As a niche agency they service a lot of companies that need highly specialized and attentive help.  Carmen Pirie has been in the agency business for over 15 years. Before that, he worked client-side marketing roles, and even had a stint in politics. Now, as an agency owner in Halifax he is focused on bringing clients as much value in the B2B manufacturing sector as possible by helping them with their marketing and sales.  SAAS companies have driven a lot of the conversation about marketing over the last few years. Hubspot is a great example.  However, in Carman's mind, the funnel is flawed.  Listen to this podcast to find out why Carman believes that traditional funnel approaches should be flipped on their head.

On today's episode of the Internet Marketing Podcast, Andy is joined by Jeff White, co-founder of Kula Partners to talk about the best practices and software for developing and maintaining large international web platforms.  On the show you'll learn: The characteristics of ‘international’ websitesSome of the problems that organizations run into when building and maintaining sites that serve buyers in different countries?The types of issues that crop up around content and language What needs to be considered when tackling a large international site merger/migration?Why China has a completely different set of rules to other countries & what needs to be considered for companies operating there?Plus, Jeff provides his top tip for the audience. If you'd like to connect with Jeff, you can find him on Twitter here.   See acast.com/privacy for privacy and opt-out information.

On this edition of The Predictable Revenue Podcast, co-host Collin Stewart welcomes Jeff White, Founder and Principal of Kula Partners.   Jeff is a veteran entrepreneur, marketer, and content creator – most notably known for creating the popular Kula Ring Podcast.    Throughout the pod, Collin and Jeff discuss how to leverage content to drive prospecting and, of course, pipeline. Highlights include: Jeff’s content philosophy (3:56), the power of podcasting (9:43), Kula’s post-podcast outreach (16:20), Kula’s suite of content (24:12), the executive roundtable (39:02), the sales lightning round (47:46), and cold call Collin (56:03).

Is the funnel model fundamentally flawed? If so, how do salespeople approach that problem in a new and different way? Today’s guest will help explain why it may be helpful to think about the funnel in a different way. Carman Pirie is the Co-Founder of Kula Partners, which is currently handling mostly manufacturing clients. Carman is working on turning the funnel sideways – but what does that mean? Listen in to find out, as Carman discusses why he’s excited about his work, how to get companies to think in a way that emphasizes personalization, and how to get past resistance to sales’ involvement in building campaigns.  Episode Highlights: Why Carman got excited about the work that he does How Carman is turning the funnel sideways Carman’s process for starting conversations How to get companies to think in a more personalized way How to get past resistance to letting sales build campaigns What changes in marketing when dealing with a smaller number of accounts Starting the engagement process Direct mail segmentation How firms get started with Kula Partners Resources: Carman Pirie Kula Partners

Discover how can you get the most out of the traffic you already have with effective CRO. To aid us with this task, we speak to Jeff White, a leading conversion optimization specialist from Kula Partners in Canada who focus their work helping B2B organisations and manufacturers. We explore what Conversion Optimization is, and what it can offer marketers brave enough to admit their website and content could be working much harder. If you are interested in learning more about Conversion Optimization and how to go about practising it effectively, Jeff provides a whole host of useful tips, tools and resources to help improve what you are measuring and to help you learn and improve your skills around conversions. Kula Partners Kula Ring Podcast   Google Analytics   Hotjar   Optimizely   VWO   Conversion XL - Peep Laja’s blog   Conversion Rate Experts   Also as a bonus thank you for taking the trouble to read our podcast notes- Check out the full audio of their new book Making websites win which they are giving away for free at the moment as a podcast

Website optimization isn't just about making your website look good. As Jeff White of Kula Partners explains, it is also about equality. Jeff White (https://www.linkedin.com/in/brightwhite/) is the co-founder of Kula Partners (https://kulapartners.com/) , an agency designed to help leading manufacturers digitally transform their marketing and sales. For more information on this episode visit https://tech-demand.com/podcast/

Jeff WhiteCo-Founder of Kula Partners Bio: Jeff is the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners, Canada’s first Platinum HubSpot Partner agency. A number of years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students. A passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing and sales at events such as HubSpot’s Inbound conference. He is also the co-host of the The Kula Ring, a weekly podcast that focuses on talking technology, marketing and sales with some of the most interesting minds in manufacturing marketing. Jeff is a father of three and his non-work time is filled with shuttling kids back and forth to the pool, riding bicycles in the woods, and smoking meat on the kamado. Links: Kula PartnersThe Kula Ring Podcast Jeff White on Twitter Jeff White on LinkedIn Sponsors: Spark Shipping - eCommerce Automation

Carman Pirie is a co-founder of Kula Partners, that helps leading a B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers and outpace their competition.  Carman is also the co-host of the Kula Ring Manufacturing Podcast. During out interview we discuss: - How the B2B buying process is changing and why B2B marketing needs to adjust. - Carman shares why the concept of an "inbound only" marketing strategy is a surefire way for most businesses to NOT grow. - He shares how Kula Partners has created a predictable sales model allowing the to go over 30% last year. - We talk about one of their highest performing pieces of content that they use to generate more opportunities. - Carman shares with us how Kula compliments their digital marketing efforts by leveraging direct outreach strategies like email and phone.  - We talk about the types of media and cadence used during an outreach campaign and some of the results Kula has seen. - He shares how they are using paid ads on LinkedIn and how it has changed over time. - Carman shares his favorite growth tool. - He shares one of his favorite books and highly recommends to the audience. Carman's websites: www.kulapartners.com Twitter ——————————————————————————– If you enjoyed this episode, please RATE / REVIEW and SUBSCRIBE to ensure you never miss an episode. Connect with Dennis Brown  AskDennisBrown.com LinkedIn Twitter

Think agile is just for software development? Think again! Agile is becoming a popular way for marketing agencies to plan and deliver websites as well as marketing materials. Jeff White of Kula Partners talks about how agile can help your marketing agency have better visibility and more efficient delivery.

Think agile is just for software development? Think again! Agile is becoming a popular way for marketing agencies to plan and deliver websites as well as marketing materials. Jeff White of Kula Partners talks about how agile can help your marketing agency have better visibility and more efficient delivery.

Looking for an example of an inbound agency that is growing fast and smart? Jeff White shares how they're leading the way with creative content offers and smart inbound agency processes.