Marketing is ever evolving and now more than ever having effective digital experiences is what will help manufacturers engage buyers, serve customers, and outpace their competition online. So how do you do that? This week on Make It Right Janet Eastman’s guest is Carman Pirie, lead marketing and sales counsel at Kula Partners, a company that works with North American manufacturers to help them achieve that. He addresses some of the challenges manufacturing marketers are facing including how to develop effective marketing personas and how to avoid “paying the stupid tax” by choosing the right search terms for your business.