The Kula Ring

The Kula Ring is a podcast for manufacturing marketers who want to drive real growth inside complex B2B organizations. Hosted by Jeff White and Carman Pirie (Kula Partners), each episode features candid conversations with industry leaders centred on practical, field-tested ideas you can actually use. Expect smart takes on account-based marketing (ABM), sales + marketing alignment, demand generation, positioning, content and website strategy, and the realities of modern industrial buying. If you market to engineers, plant managers, procurement teams, or multi-stakeholder buying groups, this show is built for you. New episodes released weekly, subscribe to stay in the loop.

The Kula Ring is a business podcast hosted by Kula Partners, with 383 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Kula Partners hosts The Kula Ring, a business show with 383 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #404

  Selling the Ingredient No One Sees: Reframing Polypropylene as Sustainability Plus One

  Aug 17, 202629 min

  Chris Persson sells something buyers never see: polypropylene fiber woven into cars, couches, and carpets. On this episode he unpacks the peculiar challenge of marketing an ingredient brand with a guerrilla-sized budget, and why the sustainability pitch keeps colliding with a price tag. His answer is a reframe he calls “sustainability plus one” — lead with a greener story, then stack innovation, cleanability, and low specific gravity on top so the customer never has to choose good over cheap. Along the way he makes the case that a manufacturer’s deepest competitive moat isn’t its equipment but the decades of intellectual property walking around on its factory floor.

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  Episode #403

  Curiosity Is the Whole Job: Building Trust in a Tight-Knit, Deeply Informed Market

  Aug 10, 202627 min

  Nancy Verdezoto-Feijoo spent 15 years as a reporter and editor in Ecuador before landing in Manitoba as marketing manager at IHT Group, which builds heating, cooling, and lighting systems for the swine industry. She argues the newsroom taught her the one skill industrial marketers most often skip: listen before you speak. Her buyers are technical, deeply experienced, and allergic to buzzwords, and they talk to each other, which means a single bad experience travels faster than any campaign. Nancy walks Jeff and Carman through months-long buying cycles, why proof beats claims, and why she treats marketing as a growth function rather than a support function.

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  Episode #402

  Your PhDs Are Your SEO Strategy: Leveraging the Authority Already in the Building

  Aug 3, 202628 min

  ElectraMet uses electrochemistry to pull copper and other critical minerals out of industrial wastewater — technology invented by PhDs and sold to wastewater managers at the world’s largest semiconductor fabs. Chris Richardson, a communications major with no electrochemical background, has to make that legible without dumbing it down. His answer isn’t better explaining. It’s association: make sure Google and the LLMs know which published scientists belong to your company, then build content on top of that link. Along the way he argues GEO is mostly just SEO done well, that earned backlinks still pay dividends, and that the surest way to win over a camera-shy expert is to show them what the internet already says about them.

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  Episode #401

  Why Your Distributor Cares More About Your Brand Than Your End Customer Does

  Jul 27, 2026—

  In a category where production outstrips demand and the end customer cares more about how a room looks than whose logo is on the box, Mauricio Inglada makes a counterintuitive case: the brand that matters most is the one you build with your distribution channel. As VP of Sales & Marketing at Del Conca USA, he walks Jeff and Carman through winning at the channel level — earning distributor trust, removing the fears that quietly kill deals (dead inventory, builder callbacks, the homeowner’s permanent regret), and competing against far larger rivals with a small but relentlessly responsive “Navy Sales” team. Along the way: why Pinterest is a secret intent engine and where AI will reshape the buying cycle.

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  Episode #400

  Stop Asking for Permission: Why the Agentic Wild West Belongs to Marketers Who Just Build

  Jul 20, 202638 min

  Shane Colella, an Emmy-winning cinematographer turned marketing director at automation firm Westfalia Technologies, makes the case that the agentic era has no historical analog — and that the marketers who win won’t wait for permission to find out. He walks through the agentic infrastructure he’s actually building, from research dashboards to a Claude-and-n8n pipeline that erases hours of list-building, and argues the real bottleneck isn’t technology but getting everyone else on board. Along the way he reframes the fear of lost jobs and vanishing entry-level roles as a perception problem, and lands on a provocation: this moment belongs to disciplined creatives with the clearest vision.

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Recent guests on The Kula Ring. Study who booked and why before you pitch.

Based on semantic analysis of episode topics and host coverage, this show is a strong guest fit for executives in:

Industry fit is computed by PitchCentric using vector embeddings of the show's episode catalog.