Shows
The Kula RingFrom Trade Shows to Micro Events: How Deep Trekker Builds Demand Through ExperienceIn this episode of The Kula Ring, Jeff White and Carman Pirie sit down with Cody Warner, Commercial Vice President and Board Member at Deep Trekker, to explore how the company evolved its go-to-market strategy as both the market and its customers matured. Cody shares Deep Trekker’s journey from hustling at trade shows with water tanks and on-the-floor sales to building highly targeted micro events focused on real-world demonstrations, training, and education. The conversation dives into digital thought leadership, customer-led case studies, community building, and why experiential marketing can outperform traditional trade shows, especially in complex B2B, B2G...
2026-02-0328 minThe Kula RingBetter Leads, Better Conversations: Improving Lead Quality Through Smarter FormsIn this episode of The Kula Ring, Jeff White and Carman Pirie are joined by David Ceballos, Marketing Manager for the Industrial Emissions Division at Testo Instruments. Drawing on his background in automotive sales, David shares a practical, buyer-centric approach to improving lead quality in B2B manufacturing. The conversation explores how asking better questions, reducing unnecessary form friction, and respecting buyer intent can lead to more meaningful sales conversations, stronger trust, and higher-quality MQLs; without sacrificing the customer experience.
2026-01-2729 minThe Kula RingInside the Q4 Industrial Buyer Pulse: Confidence, Budgets, and ChangeIn this episode of The Kula Ring, Jeff White and Carman Pirie peel back the curtain on the Q4 edition of the Industrial Buyer Pulse from Kula Partners. Drawing on insights from 258 industrial buyers across the US and Canada, they explore buyer confidence, spending priorities, shortlisting behavior, and the growing role of digital self-service and AI in supplier research. The conversation digs into what actually triggers buying decisions, how often new suppliers are winning deals, where human interaction matters most, and what supply chain risks buyers are navigating today. This episode offers practical insight for industrial marketers and sales teams...
2026-01-2039 minThe Kula RingWhy UX and Accessibility Are Crucial to Your Manufacturing WebsiteIn this special episode of The Kula Ring, co-hosts Carman Pirie and Jeff White flip the script as Carman interviews Jeff about his UX and accessibility POVs inspired by the 2025 Industrial Buyer Pulse research. They explore how industrial websites must evolve to support self-serve quoting, mobile accessibility, and B2B e-commerce experiences that foster trust. Jeff discusses how integrating functionality, maintaining design consistency, and honouring complexity can transform manufacturing sites into powerful sales tools.
You can find the full report here
2025-11-0426 minThe Kula RingThe Power of Customer Experience: How to Stand Out in B2B MarketingIn this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Dan Gingiss, Chief Experience Maker at The Experience Maker, about why customer experience is the ultimate competitive differentiator. Dan breaks down his WISE framework and explains how manufacturers can apply these principles to create memorable, talk-worthy moments that drive word-of-mouth. From finding fun in everyday touchpoints to creating immersive sensory experiences, Dan reveals practical ways to humanize your brand and make every interaction remarkable.
2025-10-2835 minThe Kula RingTaking the Pulse of Industrial BuyersIn this episode of The Kula Ring, hosts and Kula Partners co-founders Carman Pirie and Jeff White introduce the Industrial Buyer Pulse, a new quarterly research initiative that uncovers how North American industrial buyers are thinking and behaving today. From buyer confidence and digital enablement to supplier research and supply chain resilience, Carman and Jeff share key findings that will help manufacturers shape go-to-market strategies and align more closely with the realities of their buyers’ journeys.
2025-09-2325 minThe Kula RingBridging Engineering and Marketing in Complex Industrial B2B SalesIn this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Rajeev Thakur, Director of Marketing and Business Development at Silanna Semiconductor. With over 25 years in the automotive industry and a unique blend of engineering and marketing expertise, Rajeev discusses navigating long, complex sales cycles, balancing highly technical conversations with business value, and adapting messaging across industries. He also shares insights on building trust in niche markets, fostering partnerships, and leveraging conferences for targeted outreach.
2025-08-2628 minThe Kula RingThe Status of the Web in 2025: Building for AI, Privacy, Speed, and Structured DataIn this episode of The Kula Ring, Jeff White and Carman Pirie discuss how manufacturers can adapt their web presence for 2025 and beyond. They explore the impact of AI-driven search, evolving privacy rules, the critical role of site speed, and the importance of structured data and product data governance. This conversation is a practical deep dive into what it takes to stay competitive in a changing digital landscape.
Guest Bio: Jeff White and Carman Pirie are the co-founders of Kula Partners, a digital agency specializing in helping manufacturers transform their marketing. Together, they bring decades of experience in B2B...
2025-08-1928 min
OnBase: Smashing Sales and Marketing MisalignmentsEp. 535 | Creativity Isn’t Dead: Rekindling Bold Ideas in B2B MarketingEpisode 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...
2025-05-2740 minThe Kula RingReclaiming the Voice of the Customer: How Podcasting Bridges the Gap in B2B MarketingIn 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...
2025-04-2931 minThe Kula RingTurning Tariffs into Opportunity: How Manufacturers Can Market SmarterIn 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 be...
2025-04-2238 min
The Resilience ReportBest of 2024: What it Will Take for Businesses and Leaders to be Resilient Going ForwardOur "Best of 2004" episode is a heartfelt thank you to all of our listeners and guests for being part of The Resilience Report. Your support, feedback and desire for positive impact is truly magical!Finance (our most downloaded topic in 2024!)Lauren Ott, Senior Director, Strategic Partnerships @ Impact Genome Milla Craig, Founder & CEO @ Millani Inc.Pierre-Laurent Macridis, Senior Associate - Private Investment Research @ Rally AssetsAbby Massey, Vice President of Energy Incentives @ TaxTakerFashion & BeautyJenn Harper, Founder and CEO @Cheekbone BeautyAnnette Nguyen, Founder @ Shwap Club Mireille "Dr. Mimi" Vega, Founder @ VGAM Biome Elaine Kim Smith & Les...
2024-12-2524 min
Discover Indie Film468. 4Qs with Pirie MartinWhat are the 4Qs? (1) Three favorite films. (2) An underrated film. (3) An overrated film. (4) A lesser-known film people should seek out.
I hope everyone is having a wonderful Thursday and you all have very exciting plans this weekend.
I also hope you listened to (and enjoyed) Tuesday’s great chat with filmmaker Pirie Martin. Pirie’s film “Psychosis” is a unique and thoroughly enjoyable noir thriller I hope everyone is inspired to watch.
At Sherman Oaks Film Festival in 2024, “Psychosis” won Pirie the Grand Jury Award – BestScreenplay – Feature Film – Horror and the Audience Award – Best Feature Film – Horro...
2024-11-1427 minDiscover Indie Film467. Pirie Martin “Psychosis”Happy Tuesday, Friends!
Pirie Martin’s film “Psychosis” is a film that I think everyone should see. Everyone! This noir thriller is a unique and throughly enjoyable movie.
At Sherman Oaks Film Festival in 2024, “Psychosis” won Pirie the Grand Jury Award – BestScreenplay – Feature Film – Horror and the Audience Award – Best Feature Film – Horror.
Pirie hopped onto Zoom in Adelaide, Australia to chat with me about the film and his career. He also happens to be an incredibly nice person, so watch this film and give it a great rating/review anywhere that you can watch it!
Web...
2024-11-121h 24The Kula RingHow Niche Orientation Impacts Your Manufacturing Marketing StrategyIn 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.
2024-08-2732 min
The Resilience ReportTruthful Storytelling: Getting Real About Sustainability Storytelling ft. Lauren Scott (The Resilience Report)I’m excited to share this next episode with you, as it is our very first crossover podcast episode of The Resilience Report!While some excel and focus on being the most interesting person in the room, I have found the greatest joy over the years in being the most interestED in group setting. Which should come as no surprise as someone who spends much of my free time researching and hosting The Resilience Report podcast. But every now and again I get the chance to share my own story.On...
2024-06-2632 min
The Vitality Code PodcastNeck Pain w/ Dr. Anthony Pirie, DC (Part 2) | The Vitality Code Podcast | Ep 022Dr. Anthony earned both his Doctor of Chiropractic and Health & Sciences degree from New York Chiropractic College in Seneca Falls, New York. Prior to receiving his Chiropractic degree, Dr. Anthony received his Physical Therapy Assistant License and specialized in outpatient neurological rehab working with a variety of conditions.
Upon graduation, Dr. Anthony moved to New York City to work in various settings affording the opportunity to work with athletes from all levels.
Dr. Anthony has extensive experience in working with patients with sports injuries who believe they are at risk for surgery. His passion is educating patients on their...
2024-02-1332 minThe Vitality Code PodcastNeck Pain w/ Dr. Anthony Pirie, DC (Part 1) | The Vitality Code Podcast | Ep 021Dr. Anthony earned both his Doctor of Chiropractic and Health & Sciences degree from New York Chiropractic College in Seneca Falls, New York. Prior to receiving his Chiropractic degree, Dr. Anthony received his Physical Therapy Assistant License and specialized in outpatient neurological rehab working with a variety of conditions.
Upon graduation, Dr. Anthony moved to New York City to work in various settings affording the opportunity to work with athletes from all levels.
Dr. Anthony has extensive experience in working with patients with sports injuries who believe they are at risk for surgery. His passion is educating patients on their...
2024-02-0627 min
The Resilience ReportSustainability Storytelling: Marketing B2B Manufacturers ft. Jeff White and Carman Pirie (Kula Partners)The world of environmental impact is a delicate one, an area that requires an incredible amount of nuance when it comes to storytelling. So, who better to join us than two experts in the field of digital marketing and sales: Carman Pirie and Jeff White, co-founders of Kula Partners - an agency committed to helping leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. Based out of Halifax in Nova Scotia, Canada, Jeff and Carman also co-host The Kula Ring podcast, which features conversations about marketing, sales, and...
2024-01-1050 minOnBase: Smashing Sales and Marketing MisalignmentsEp. 400 | Decoding Manufacturing MarketingEpisode 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...
2023-06-2941 minThe Kula RingPrivacy Meets Account-Based Marketing: Are There Too Many Hands In The Cookie Jar?What does a marketing world look like where account-based marketing and privacy legislation can co-exist in harmony? We are not sure yet, but we can prepare by delivering high-quality content that target accounts will opt-in to receive. Of course, that is a simplification of the situation. Jeff White and Carman Pirie dive into the details of the imminent collision of these two trends on our 200th episode of The Kula Ring. From cookies to content-gating—learn how you can prepare when you listen to this podcast.
2022-09-0632 minThe Kula RingHow Niche Orientation Impacts Your Manufacturing Marketing StrategyIn 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.
2021-08-1732 minThe Kula RingGame-Changing Lessons from The Kula Ring’s First 100 EpisodesIn celebration of the first 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie reflect on three game-changing lessons shared by podcast guests over the years. First, reconsidering marketing projects—apps, Ecommerce builds—as iterative, evolving “products”; a conversation with Monique Elliott, former Chief Marketing Officer at ABB Electrification Products, Industrial Solutions. Second, they highlight Greg Palese, VP of Marketing for Klein Tools, and his interview on connecting your brand to higher-tier issues, not just “quality” broadly. Finally, the co-hosts touch on Lisa Butters, GM of GoDirect Trade at Honeywell, and how a legacy manufacturer can drive innovation.
2020-09-2236 minThe Kula RingCustomer Feedback Lessons from The Kula Ring’s First 100 EpisodesTo celebrate 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie share lessons from remarkable podcast guests on customer feedback across the manufacturing enterprise. They reflect on insights from Greg Palmer, Director of Marketing at National Nail, on how to develop a customer-centric approach to product development and marketing. They share thoughts from Tim Bay, Head of Digital Marketing at Fellowes Brands, on how his team leveraged customer feedback to introduce new products. Finally, the co-hosts talk about digital transformation in light of comments from Augie Ray, Senior Research Analyst & Executive Advisor of Customer Experience at Gartner, Inc...
2020-09-1528 minThe Kula RingABM Lessons from The Kula Ring’s First 100 EpisodesTo celebrate The Kula Ring’s 100th episode, co-hosts Jeff White and Carman Pirie reflect on account-based marketing insights from exceptional guests. They share lessons from Sangram Vajre, Co-Founder of Terminus, on the strategic nature of ABM; Daniel Englebretson’s 100% win rate using ABM with Phononic; and Fabio Luz’s pilot ABM campaign success at Schneider Electric.
2020-09-0831 min
iLikeBatteries018: DeciwattMike and Jeff speak with Shaun Pirie, Product Design Manager with Deciwatt (https://deciwatt.global) about their unique approach to product design and the sometimes extreme constraints under which their products must perform.
2020-05-1538 minThe Kula RingCommon Mistakes Marketers Make When Building WebsitesWebsites that marketers and other stakeholders are being asked to create are more and more complex, and at the same time, generic templates are on the rise. On The Kula Ring, Jeff White talks to Carman Pirie about how marketers can move beyond the aesthetics of the web build to thinking holistically, considering how information is organized and ensuring it meets accessibility requirements.
2020-04-0727 minThe Kula RingWhy the Funnel is Flawed for B2B ManufacturersThe inbound marketing sales funnel suggests there’s an unlimited amount of traffic and leads, but how does that strategy scale when you’re a manufacturer with a limited number of prospects? On The Kula Ring, Carman Pirie and Jeff W. White discuss why the funnel doesn’t work in a B2B context and how manufacturers can shift to a more human-centered approach that focuses on a small number of target accounts using a blend of campaign tactics including inbound and account-based marketing strategies.
2020-03-3137 min
Above the Fold - Marketing and LaughsCarman Pirie shoves the sales team deep into the buyer journeyOn 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.
2019-11-0452 min
This Broken MixtapeGreatest Hits Vol.2In celebration of our first year anniversary, we share some of our favourite stories about memorable albums from our childhood discussed in interviews over the past year. In the second volume of this retrospective series, we share clips from guests Eric Spitznagel, The Gillespie Brothers, Aisha Brown, Wafia, Lauren Pirie, Tanika Charles, Jonas Bonnetta, Shad, Maya Killtron, Big Norm, Snail Mail, and Priya Panda.
2018-08-0241 min
This Broken MixtapeE013 - Lauren Pirie (Illustrator)This week our guest is Lauren Pirie, a freelance illustrator and artist who explores feminism and fantasy through intricate ink drawings. According to Pirie, "growth is sometimes about submerging yourself in darkness in order to let go." Loyal to both the natural and the supernatural, Pirie’s work explores the embrace of anger and disenchantment, seduced by a sense of place that exists outside of a defined space and time, but often in the realm of women. Pirie's drawings have appeared in magazines, children's books, public murals and film, including This.Broken.Mixtape's own Our Li...
2017-10-1258 min