Explorez tous les épisodes du podcast The ChangeOver | by Weidert (Audio)

Buyers build the shortlist before they ever visit. Frank Isca on what that changed about industrial sites.

INTRO: Five years ago an industrial website had one job on the front end: rank, get the click, and make a decent first impression. That sequence has come apart. Buyers now assemble a shortlist through AI assistants and directories long before they type your name into a browser, and roughly half of all page requests now come from machines rather than people. In part one of a two-part conversation, Jo Phillip and Frank Isca work through what actually changed, what it looks like in your analytics, and two things any marketer can go check this week.

EPISODE HIGHLIGHTS: 02:15 - What new websites used to solve for: a stale-looking site, and a keyword problem nobody had diagnosed. 04:52- Shelf life and the authority backlog. Why tearing down an old site can cost more than it saves. 07:51 - The website as the distribution center on the revenue side of the business. 09:41 - The journey went dark. Prospects land and convert within a minute, with no visible path behind them. 13:54 - 85% of B2B buyers purchase from their day-one list, built somewhere you cannot measure. The site’s job moved from persuading to confirming, which makes contradictions expensive. 16:45 - Entity consistency: your name, address and leadership across ThomasNet, directories and social. Two readers on every page. One gets tired, one reads everything and reports back. 18:56 - Why one quote says $30,000 and another says $70,000 or more. Vagueness versus specificity, in one side-by-side example. 24:09 - What to check this week: separate bot traffic from human traffic, then ask 10 recent leads how they found you.

QUOTES: “I can see, like, within a minute of landing on the site, they’re converting. That’s not typical behavior.” — Frank Isca “I don’t want top-level vagueness, I need specificity. That’s more important now than ever.” — Frank Isca “They might do all of that without ever showing up on your site. That really and truly is invisible until you hear about it.” — Jo Phillip

LINKS MENTIONED: Andy Crestodina on direct traffic: https://www.linkedin.com/pulse/nobody-ever-asks-how-can-i-increase-direct-traffic-andy-crestodina-pbgpc/ Bain & Company, “Losing Control: How Zero-Click Search Affects B2B Marketers”: https://www.bain.com/insights/losing-control-how-zero-click-search-affects-b2b-marketers-snap-chart/ Forrester, “Zero-Click Is Only Half The AI Story”: https://www.forrester.com/blogs/zero-click-is-only-half-the-ai-story/

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Frank Isca – https://www.linkedin.com/in/frankisca/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

SmarterX’s Mike Kaput joins Jo to talk about the build: AI content machines, prospecting at scale, and the shift from doing the work to running the systems.

In Part 2 of a conversation with Mike Kaput, Chief Content Officer at SmarterX, Jo Phillip gets into the execution layer: what an AI-assisted content system actually looks like for a lean B2B team, where AI prospecting tools genuinely deliver, and how to build a tool stack without chasing shiny objects. This episode highlights the mindset shift that separates practitioners who stay relevant from those who don’t: moving from doing the work to orchestrating the systems that do it.

EPISODE HIGHLIGHTS: 02:06 – The content machine vs. ad hoc AI use: what a repeatable system looks like and why most teams don’t have one

03:50 – Why your limiting factor is no longer production time, and where your effort should go instead

06:27 – Tool stack for a lean team: start with a frontier model and the AI in your existing tools before adding anything new

09:25 – AI-assisted prospecting: what’s working, where teams over-rely on it, and a real example of 250 personalized emails sent in 20 minutes

18:31 – How to evaluate and adopt AI tools without getting burned: the questions most teams skip

20:06 – Agentic AI: why you need a policy before you deploy anything, and the workflow mapping homework required for agents to work

24:50 – The mindset shift: from individual contributor to system orchestrator — and the risks of resisting it

QUOTES: “You can literally click a button and, depending on the input — which is the key here — you can get basically unlimited output. So your limiting factor is not time to produce content.” — Mike Kaput

“I don’t think you’re probably served on that lean team as sitting in front of a blank page and typing out your thoughts. I’d be moving very fast towards having people interview me or interviewing subject matter experts or capturing all the meetings and calls we have in audio and text form.” — Mike Kaput

“You are probably no longer going to predominantly be the one doing the work. You’re going to be orchestrating and managing and overseeing, whether it’s even just systems, a bunch of different chat windows, or probably agents eventually.” — Mike Kaput

Links mentioned in this episode: SmarterX AI Academy: https://smarterx.ai/ The Artificial Intelligence Show podcast: https://podcast.smarterx.ai/

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/ Mike Kaput: https://www.linkedin.com/in/mikekaput/

47% of B2B organizations are stuck in AI piloting while individuals race ahead. Here's how to close the gap.

Mike Kaput, Chief Content Officer at SmarterX and co-author of Marketing Artificial Intelligence, has spent the past decade watching companies say they’re “exploring AI” while their best people build personal superpowers with it, but remain siloed. In this episode, Jo digs into SmarterX’s 2026 State of AI for Business report — and the structural gap it reveals between what individual contributors are doing with AI and what their organizations have actually sanctioned.

EPISODE HIGHLIGHTS: 04:41 – Why individual AI adoption is ahead of organizational AI adoption, and what that gap costs

07:35 – The SMB’s “worst of both worlds” problem: why mid-market companies get stuck, with only 14–16% reaching scaling

10:38 – AI native, AI emergent, or obsolete: the three-category framework every SMB leader needs to hear

11:13 – Why “our data isn’t ready” isn’t the barrier leaders think it is — and what you can do today without involving proprietary data

14:08 – The three-tier AI tech stack: existing tools, frontier models, and specialized platforms, plus why sequence matters

18:04 – AI literacy before AI tools: why spending millions on software doesn’t help teams that still use AI like a search engine

24:47 – Why 58% of professionals want workflow integration training even more than prompting guidance — the shift from tactics to operations

28:28 – The workflow documentation step you can’t afford to skip

32:26 – The three moves a mid-market sales and marketing leader should make this week to get out of the silos and start building real AI infrastructure

LINKS: https://smarterx.ai/reports/2026-state-of-ai-for-business https://academy.smarterx.ai https://smarterx.ai/

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Mike Kaput – https://www.linkedin.com/in/mikekaput/

Kyle Denhoff of HubSpot breaks down YouTube channel structure, search optimization, repurposing, and what to measure.

In Part 2 of this conversation with Jo, Kyle Denhoff, Senior Director of Marketing at HubSpot (where he manages 13 YouTube channels), gets into the practical mechanics of building a B2B YouTube presence that compounds. Jo and Kyle cover channel architecture, YouTube Studio optimization, AEO strategy, getting camera-shy technical experts on camera, scrappy repurposing workflows, and a three-step plan for practitioners ready to start or restart their YouTube presence.

EPISODE HIGHLIGHTS:

• 02:14 — Channel structure: why YouTube thinks like TV and what that means for B2B channel design
• 03:54 — Playlists as content clusters: the two models Kyle uses to organize for algorithms and audience
• 07:07 — YouTube Studio essentials: the three metrics that actually predict algorithm traction (CTR, average view duration, engagement)
• 10:16 — Title and thumbnail strategy: why Kyle’s team builds the brief around packaging first, content second
• 12:12 — Answer engine optimization (AEO): how YouTube content is being cited by LLMs, and what that means for your content brief
• 19:19 — Content strategy prioritization: demand capture vs. brand awareness and why Kyle always starts at the bottom of the funnel
• 22:52 — Getting camera-resistant SMEs on video: why interview formats outperform scripted solo content for reluctant experts
• 24:28 — Repurposing on a tight budget: the studio-day model, Opus Clip, Descript, and the transcript-to-LinkedIn workflow
• 28:06 — Measurement: quality signals vs. performance metrics, and why the first 24 hours matter more than you think
• 30:44 — The 3-step practitioner plan: audit, commit to one series, publish every two weeks for three months

QUOTES FROM THE EPISODE: “YouTube treats channels like individual shows. They need consistent talent, consistent format, consistent release schedule — because audiences prefer consistency.” — Kyle Denhoff

“You don’t need the charismatic, loud host to be successful on these platforms. You want someone who’s educational, has lived experience, and can share stories, mental models, and results.” — Kyle Denhoff

“The transcript immediately goes into Google Drive, and our team uses it as foundational material for an upcoming newsletter or blog post.” — Kyle Denhoff

MENTIONED IN THE EPISODE: Express Stage of Loop Marketing: https://www.youtube.com/watch?v=AHLTRBiJWu0

CONNECT WITH OUR HOST AND GUEST: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Kyle Denhoff – https://www.linkedin.com/in/kyledenhoff/

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

Kyle Denhoff of HubSpot makes the business case for YouTube as a B2B growth and AEO channel, not just a place to park videos.

INTRO: Too many industrials and B2Bs treat YouTube as a hosting platform: upload the video, move on. Kyle Denhoff, Senior Director of Marketing at HubSpot, has spent years proving that’s the wrong frame. In this first of two conversations with Jo Phillip, Kyle breaks down how YouTube works as a discovery engine, an answer engine optimization (AEO) channel, and an anchor for a full-funnel content system — and what B2B marketing leaders need to decide before they invest.

EPISODE HIGHLIGHTS: 01:35 – The cost of treating YouTube as a parking lot: why channels without strategy generate almost no viewership or discovery

03:24 – YouTube’s scale: last year Nielsen reported YouTube generates more streams than Disney Plus and Netflix combined on U.S. televisions, and it's now a primary source for AI-cited content

05:51 – YouTube and AEO: HubSpot data shows LLMs are consistently citing three channels in B2B queries: Reddit, LinkedIn, YouTube

08:30 – LLMs seek consensus across sources: the shift from single-keyword blog strategies to intentional multi-channel publishing

09:29 – Format matters by channel (the “no copy-paste” rule): Reddit demands no promo, LinkedIn favors individual voices, YouTube earns trust through expertise on camera

11:33 – How YouTube maps to the full buyer journey: awareness, consideration, and conversion use cases, with examples from HubSpot’s channel architecture

13:12 – YouTube as a content anchor: why it’s easier to turn a YouTube video into a blog post than the reverse, and how one 8–10 minute video generates a full library of assets

17:35 – The organizational shift: what it takes to move from “do more video” to a video-first content strategy

21:33 – The team you need: on-camera expert, producer, and editor — and why the producer role is often underestimated

22:12 – Making the ROI case: UTMs, QLs, influenced MRR, and how to frame brand-building value when direct attribution isn’t available

25:28 – Time horizon: 9–12 months for a B2B YouTube channel to compound, and what early signals to watch for while you wait

39:28 – Three decisions before you invest: business objective, proof your buyers are there, and commitment to format and resourcing

NOTABLE QUOTES:

“YouTube is a massive media company with distribution into the family television to the search engines. If you’re looking to get visibility for your company and your products, you have to be there.” — Kyle Denhoff

“LLMs are lazy readers. We have to draw the thread for them — the link in the description has to point back to our product or service that has to do with this video.” — Kyle Denhoff (quoting HubSpot's head of growth, Aja Frost)

“It’s really hard to turn a blog post into a YouTube video. It’s a lot easier to turn a YouTube video into a blog post.” — Kyle Denhoff

Links mentioned in the episode: HubSpot AEO Grader (free tool): https://www.hubspot.com/aeo-grader vidIQ: vidiq.com Riverside: riverside.fm Descript: descript.com Opus Clip: opus.pro

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Kyle Denhoff – https://www.linkedin.com/in/kyledenhoff/

Kelly Wilhelme, Director of Marketing at Weidert Group, sits down with HubSpot Senior Director of Marketing Kyle Denhoff to dig into why the traditional inbound playbook is losing effectiveness — and how to replace it.

They unpack how buyer behavior has shifted over the past 3–4 years, why marketers are seeing declining traffic and rising ad costs, and why the answer isn't more AI — it's a stronger foundation. The conversation centers on the Express stage of Loop Marketing: how to define an ICP using real customer data, how brand guidelines must evolve beyond visuals into usable systems, and how a solid foundation is what makes AI actually work.

Kyle and Kelly also explore how teams can move from one-off campaigns to an always-on, multi-channel approach — and why centralizing brand and messaging inside your core tools is what separates scalable marketing from AI-powered chaos.

If your traffic is dropping, your costs are rising, and AI isn't delivering the results you expected, this episode explains why — and where to start.

EPISODE HIGHLIGHTS 02:26 — Why marketers are asking "what changed?" The shift in buyer behavior over the past 3–4 years and why the old inbound playbook no longer delivers 03:55 — From campaigns to always-on marketing: Why Loop Marketing replaces linear campaigns with a continuous, AI-powered growth engine 04:29 — What the Express stage actually is: The foundational phase focused on defining your audience and building a consistent brand system 06:44 — Building a real ICP (not assumptions): How to use customer conversations, transcripts, and data to identify pain points and target the right audience 08:47 — The evolution of the brand style guide: Why positioning guidelines must include tone, messaging, and channel-specific execution — not just visuals 09:14 — Turning one piece of content into many: How HubSpot uses transcripts and AI to remix content across blogs, social, email, and more 12:54 — Why AI outputs fall short without strong inputs: The importance of feeding AI the right context to avoid generic, ineffective marketing 16:45 — Avoiding AI chaos inside teams: Why centralizing brand and messaging systems of record prevents inconsistency at scale 23:41 — The shift to multi-channel marketing: How HubSpot expanded into channels like YouTube to adapt to changing audience behavior 31:56 — Where to start with Express tomorrow: Kyle's three-step approach

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Kelly Wilhelme –https://www.linkedin.com/in/kellywilhelme/ Kyle Denhoff – https://www.linkedin.com/in/kyledenhoff/

Nicole Mertes, Weidert Group COO, and Director of Business Development Frank Isca tackle one of the most common frustrations in B2B marketing: teams that are constantly busy but can't show consistent growth.

In this episode of The ChangeOver Podcast, they unpack why "random acts of marketing" create an illusion of productivity without building long-term momentum. Then they go further, walking through exactly what it takes to replace that pattern with a systems-driven growth engine that compounds over time.

The conversation covers how buyer behavior has changed, why the traditional inbound playbook is losing effectiveness, and why personalization at scale is nearly impossible without a connected foundation. Nicole and Frank then lay out the full architecture of a growth engine: four non-negotiable foundational elements that must be in place before the engine can run, and three always-on tracks that keep it moving once it does.

If your team feels like it's working harder than ever but still struggling to build consistent pipeline momentum — and you want a clear picture of what to do about it — this episode delivers both the "why" and the "how."

EPISODE HIGHLIGHTS: 01:43 — Why the old playbook is breaking down: What used to work in inbound marketing is no longer producing traffic and leads the way it once did. 03:00 — What random acts of marketing really look like: Campaigns, trade show support, sales collateral, leadership decks — lots of activity, unclear impact. 06:07 — Foundation #1, brand and style: Nailing your ICP, personas, value proposition, and messaging before anything else — and why most companies think they have this figured out when they don't. 11:41 — Foundation #2, growth playbook: Setting strategy for search visibility, content, conversion, nurturing, segmentation, and reporting. 14:04 — Foundation #3, data and tech enablement: Why clean, connected data has to come before you scale anything. 15:28 — Foundation #4, the website's real job: Conversion paths, personalization, entry points beyond the home page — and why your site should function as a distribution center, not a brochure. 18:04 — Track 1, core marketing presence: The "great compounder" that raises all ships — and why companies chronically underfund it. 20:35 — Track 2, market activation campaigns: How ABM and vertical campaigns work when track one is solid. 21:56 — Track 3, operational optimization (RevOps): The preventive maintenance that keeps the engine running. 24:18 — Where to start: Frank's foundational audit advice.

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Nicole Mertes – https://www.linkedin.com/in/nicolemertes/ Frank Isca – https://www.linkedin.com/in/frankisca/

Amanda Natividad explains how AI search, zero-click behavior, and disappearing data are forcing marketers back to craft, clarity, and value.

In the second half of this conversation on The ChangeOver Podcast, Amanda Natividad, VP of Marketing at SparkToro, and host Chelsea Drusch move from diagnosing the zero-click and attribution problems to answering the harder question: What should marketers actually do now?

They explore how zero-click dynamics and AI-driven search are stripping away the illusion of perfect attribution, and in the process, pushing marketing back toward fundamentals that were never optional to begin with.

From AI visibility (not rankings), to why gating content can sabotage discoverability, to the growing importance of taste, craft, and clarity, this episode reframes modern marketing as both more human and more demanding than before.

For industrial B2B teams navigating AI search, skeptical executives, and shrinking data certainty, this episode offers a practical mindset shift — and a reminder that “doing good marketing” is no longer a cliché. It’s the strategy.

EPISODE HIGHLIGHTS: [02:53] What AI visibility really means: why “ranking” in AI isn’t a real metric [04:53] The least-worst AI metric: tracking visibility percentage instead of position [06:17] How gated content hurts AI discoverability: when hiding information backfires [08:14] Creativity returns to marketing: less attribution, more freedom (and responsibility) [10:16] The most important skill in the age of AI: developing taste, judgment, and craft [13:39] The metric Amanda would remove: Why impressions beat referral traffic [17:14] What marketers will regret in five years: Neglecting writing, editing, and creative skills

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Amanda Natividad: https://www.linkedin.com/in/amandanat/

CHECK OUT SPARKTORO: https://sparktoro.com/ SPARKTORO BLOG: https://sparktoro.com/blog/

“About two-thirds of Google searches now end without a click. We can’t build strategies that depend on clicks happening anymore.” — Amanda Natividad

In this episode of The ChangeOver Podcast, Chelsea Drusch is joined by Amanda Natividad, VP of Marketing at SparkToro, for a grounded, practitioner-first conversation about why clicks are disappearing — and why that doesn’t mean marketing is broken.

Amanda breaks down what zero-click marketing really means, why platforms are structurally designed to keep users on-platform, and how this shift forces marketers to rethink attribution, ROI, and success metrics altogether. Drawing on SparkToro’s research and her own decade-plus career in the trenches, she makes a compelling case for moving beyond click obsession toward impressions, visibility, and value on investment (VOI).

For industrial B2B marketers facing skeptical stakeholders, shrinking organic reach, and unreliable analytics, this episode offers clarity and a healthier, more realistic way forward.

EPISODE HIGHLIGHTS: [09:11] What zero-click marketing actually means: Delivering value in-platform instead of forcing traffic elsewhere [10:07] Why clicks are disappearing: How Google, social platforms, and AI tools incentivize staying put [13:56] Why attribution is breaking down: Dark social, hidden referrals, and misleading “direct” traffic [17:34] From ROI to VOI: Measuring marketing impact through business-wide value, not just conversions [21:56] How industrial marketers should reframe success: Visibility, impressions, and brand lift as leading indicators

CONNECT WITH US:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/

Amanda Natividad: https://www.linkedin.com/in/amandanat/

CHECK OUT SPARKTORO: https://sparktoro.com/

SPARKTORO BLOG: https://sparktoro.com/blog/

Manufacturers don’t have a data problem: they have a change management problem. In this episode, Frank sits down with Erik Henry of Simplified Data Solutions to break down why data unification fails, the weaknesses AI exposes inside disconnected systems, and how leaders can finally transform their mountains of data into real, revenue-driving insight.

Erik works at the intersection of operations, analytics, leadership, and organizational change, helping manufacturers move beyond spreadsheets and fragmented workflows to build integrated, insight-producing data systems that actually support growth.

Together, they unpack the cultural, behavioral, and leadership obstacles that absolutely must be addressed before any technology initiative, certainly including AI, can succeed.

EPISODE HIGHLIGHTS:

07:35 – Why manufacturers collect data but can’t use it: Unstructured data and the “gold mine” myth

08:17 – What’s driving urgency now: AI exposes outdated systems. Data + Context = Insight

10:43 – Unified data in marketing & sales: personalization opportunities

13:50 – The #1 reason unification fails: misaligned people

18:15 – Why AI projects collapse: the prerequisite everyone overlooks

22:23 – Identity vs. process: why people resist letting go of “their” spreadsheets

24:16 – Evaluating ROI: friction, opportunity, and the “squishy” middle

29:38 – The first two steps leaders should take to make progress

CONNECT WITH US:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

Frank Isca: https://www.linkedin.com/in/frankisca/

Erik Henry: https://www.linkedin.com/in/erik-henry-mba/

Falcon’s VP of Marketing & Sales, Krista Short, joins host Chelsea Drusch to share how her team navigated one of the biggest shifts industrial marketers have faced in a decade: the collapse of traditional organic traffic and the rise of AI-driven discovery.

Falcon once relied on a disciplined inbound engine: weekly blogs, tight keyword models, and a well-oiled SEO program. Then 2024 happened. Traffic dropped. MQLs slipped. But the leads that mattered most didn’t budge.

That discrepancy became the catalyst for a complete strategic reset.

Together, Falcon and Weidert Group rebuilt the discovery engine around AI search visibility, commercial-intent content, and new top-of-funnel pathways that actually match how industrial buyers search today.

Three guiding questions anchor this episode:

• What happens when traffic falls but sales stay strong?
• Where are industrial buyers actually discovering solutions in an AI-first world?
• What does a modern content program look like when weekly blogs stop moving the needle?

Krista shares how Falcon shifted from keyword chasing to audience-backed experiments, including digital PR, entity-driven visibility, deep topic ecosystems, and early AEO strategy. She also explains why internal KPIs had to evolve… and why bravery is now a core marketing skill.

EPISODE HIGHLIGHTS:

• 01:00 – Inbound foundations: Falcon’s early SEO success and why it stopped working
• 02:35 – Search intent vs. keywords: how AI reshaped discovery behaviors
• 06:18 – The first red flag: when traffic tanked but sales-ready leads didn’t
• 10:09 – Reallocating resources toward experiments, not routines
• 13:02 – Digital PR, entity visibility, and why sites like Wikipedia matter
• 16:29 – Using clickstream data and sales feedback to shape content ecosystems
• 18:33 – Shifting from keyword calendars to problem-first content ecosystems
• 26:24 – Advice to industrial marketers stepping into the unknown

CONNECT WITH US:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/

Krista Short: https://www.linkedin.com/in/kristashort/

In this episode of The ChangeOver, Weidert Group’s Chelsea Drusch sits down with SEO expert Dale Bertrand to unpack the seismic shifts AI and zero-click search are bringing to digital marketing.

Dale explains why the old playbook of keyword targeting and technical tricks no longer works — and how today’s search engines, powered by AI, reward content that delivers real value to buyers. Together, Chelsea and Dale explore how marketers can adapt by focusing on topical relevance, audience research, and brand reputation inside generative platforms like ChatGPT.

From reframing traffic declines as higher-quality leads to balancing SEO with “generative engine optimization,” this conversation helps marketers understand what it takes to stay visible when answers, not links, are the new search results.

Whether you’re a strategist rethinking your KPIs, a content creator trying to reach buyers in a zero-click world, or a marketing leader navigating stakeholder expectations, this episode offers clarity, perspective, and practical next steps for thriving in the Age of AI.

EPISODE HIGHLIGHTS:

• 02:17 Dale’s path from software engineering to SEO expert and marketing agency leader
• 04:30 Why topical relevance now matters more than keyword targeting
• 05:49 Why technical SEO “tricks” no longer work
• 07:41 Balancing technical optimization with audience-first content creation
• 13:00 Zero-click search explained, and why AI platforms are “qualifying” your traffic, not stealing it
• 16:42 Traffic down, revenue up: why quality matters more than volume
• 22:10 Why direct attribution was always a dream, and which metrics matter now
• 28:13 The marketer’s choice: metrics monkey or true strategist
• 33:16 The difference between AEO and GEO (or does terminology even matter?)

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Dale Bertrand: https://www.linkedin.com/in/dalebertrand/

Becca Hubert of Falcon Structures recaps INBOUND 2025, highlighting how marketers can stand out by embracing humanity in the age of AI. In this insightful recap episode, host Kelly Wilhelme, Director of Marketing at Weidert Group, sits down with Becca Hubert, Content Strategist at Falcon Structures, to unpack key themes from INBOUND 2025 — including the return to human-centric marketing, the evolution of hybrid teams, and the rising creative role of AI in content strategy.

With a background in PR, copywriting, and purpose-driven messaging, Becca offers a grounded perspective on how industrial B2B teams can move beyond the AI hype to reconnect with what really matters: real people, real stories, and real value.

EPISODE HIGHLIGHTS:

• 02:16 – “Hyping the humans again” — The shift in INBOUND tone toward human connection
• 04:34 – The Loop Marketing framework and why it resonated with content strategists
• 06:10 – Copywriter to strategist: surviving the rise of generative AI
• 08:18 – “Fish are friends, not food.” — Treating AI as a creative partner, not a threat
• 09:46 – The importance of standing out in a “sea of sameness”
• 10:45 – Personalization at scale: using AI to speak to real pain points
• 11:54 – Jet ski vs cruise ship: Why small, scrappy teams may have the edge
• 13:22 – Purpose-driven marketing: how mission-based messaging unlocked PR success

CONNECT WITH US: LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST: Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/ Rebecca Hubert: https://www.linkedin.com/in/rebecca-hubert-7015b577/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

B2B marketing pro Candice Meyers of Elevity unpacks INBOUND 2025 takeaways on AI, trust-first marketing, and personalization that actually resonates.

In this episode of The ChangeOver Podcast, host Kelly Wilhelme, Director of Marketing at Weidert Group chats with Candice Meyers, Marketing Manager at Elevity, about her third time attending HubSpot’s INBOUND conference — and why this year felt different.

They dive into the real talk from this year's sessions: fatigue around AI hype, a return to relationship-focused marketing, and how B2B teams can pivot to serve humans and AI.

Candice brings sharp insights from the SMB tech space, including how she's embracing AI without losing the human voice, using tools like HubSpot Content Hub, and why marketers must start controlling the AI search narrative around their brand before someone else does.

EPISODE HIGHLIGHTS:

02:33 – “Stop chasing clicks. Start building trust.” The line that stuck with Candice — and how it applies to the full customer lifecycle.

04:15 – Why hyper-personalization isn’t just about first names anymore.

05:12 – Candice’s take on AI fatigue and the session that made everyone laugh and lean in.

06:28 – How her team uses AI for content repurposing, and why remixing is a marketer’s superpower.

10:35 – The “hybrid team” mindset: AI as your work bestie.

12:50 – Building AI literacy and an experimenter’s mindset inside the org, from IT teams to marketers to clients.

14:50 – The AEO moment: “If we don’t control the AI search narrative, others will.”

RESOURCES:

• Attend the HubSpot User Group (HUG)
• Focus on Outcomes podcast by Elevity

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/
• Candice Meyers: https://www.linkedin.com/in/candiceleemeyers/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

HubSpot’s INBOUND conference brought a tidal wave of AI-powered updates — and our team was there to soak it in.

In this episode of The ChangeOver, Kelly Wilhelme is joined by Greg Linnemanstons, Nicole Mertes, and Chelsea Drusch to break down what industrial marketers need to know after attending INBOUND 2025 in San Francisco.

From AI-led buyer behavior to HubSpot’s new Loop Marketing framework, this team roundtable tackles what’s changing, and what to do about it.

EPISODE HIGHLIGHTS:

00:06:25 — AI-Driven Buyer Behavior

60%+ of searches now end with no click — buyers are skipping your site entirely.

00:08:52 — How Search Behavior Is Changing (Again)

Generative AI is fragmenting the journey — industrial marketers must evolve.

00:12:49 — Tactical Takeaways for 2026 Planning

Audience research, search visibility audits, and content distribution advice.

00:15:26 — What is Loop Marketing?

A new framework: Express → Tailor → Amplify → Evolve. Practical and powerful.

00:18:15 — Real-Time Marketing Is the New Norm

Iteration, personalization, and AI assistants are driving modern campaign strategy.

00:22:13 — Inside HubSpot’s New AI Tools

Use Breeze Studio, Prospecting Agents, and Unstructured Data — without leaving the platform.

00:26:13 — Final Advice: What to Do Right Now

From AI-readiness to change management leadership, our team lays out next steps.

RESOURCES

• HubSpot User Group registration
• HubSpot’s Loop Marketing Framework
• Chelsea & Jo’s Audience Research Webinar
• Contact Us about Weidert's Search Visibility Assessment

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUESTS:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Nicole Mertes: https://www.linkedin.com/in/nicolemertes/
• Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/
• Host: Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

In this episode, Weidert Group Directors of Creative and Client Strategies Jo Phillip and Chelsea Drusch dive deep into the power of audience research in today’s chaotic B2B marketing landscape.

With AI-generated content flooding the market, algorithms shifting constantly, and buyers exercising more control than ever, traditional approaches to audience insights are no longer enough. Jo and Chelsea share the practicalities of using internal and external data sources — from CRM analytics to call transcripts, social listening, and more — to truly understand and connect with your audience.

They explain how to layer human empathy on top of AI tools, turning data into actionable insights that improve campaign performance, sharpen messaging, and maximize marketing ROI.

Whether you’re a B2B marketer overwhelmed by change or a strategist looking for new approaches to connect with buyers, this episode delivers a roadmap to cut through the noise and focus on what your audience really cares about.

EPISODE HIGHLIGHTS:

• 00:42 Why organic traffic is up overall, but some industries are falling behind
• 01:57 The “flash flood” of AI-generated content and its impact on marketers
• 05:14 Internal data sources you already have (CRM, analytics, VOC, SME knowledge)
• 12:47 External insights from SEO, reviews, clickstream data, and social listening
• 18:01 How to use AI prompts for faster, more powerful data analysis
• 20:58 Turning disparate data into cohesive audience insights
• 22:01 Pitfalls to avoid: overreliance on one dataset, ignoring human thinking
• 23:42 Making audience research an ongoing practice

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Jo Phillip https://www.linkedin.com/in/jo-phillip-writer/
• Chelsea Drusch https://www.linkedin.com/in/chelseadrusch/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO: In this episode, two-time Experience Inbound keynote Jay Acunzo joins Greg Linnemanstons to unpack why mere expertise is now commodified in B2B marketing, and how to reclaim premium positioning by building IP and cultivating human creators, not just creating content.

EPISODE HIGHLIGHTS:

03:00 – Two big changes in thought leadership: the need to shift from expertise to IP and from content to creators

06:20 – AI and the flashlight analogy: AI’s content tricks are surface-level; real impact comes from human insight

09:13 – Crafting your premise: how to frame a core idea that customers will remember and repeat

12:08 – Jay’s IP Pyramid: Layer up from your premise with these building blocks for durable IP.

18:02 – Managing talent risk: why building creators is a “champagne problem,” and how to turn departures into bragging rights

29:30 – The 3-Rung Ladder: using the “Want, Need, Hope” messaging framework to drive understanding, buy-in, and aspiration

Links Mentioned in the Episode:

• Jay Acunzo: jayacunzo.com
• Experience Inbound Wisconsin:experienceinbound.com

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Jay Acunzo: https://www.linkedin.com/in/jayacunzo

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

AI expert Sam Mallikarjunan breaks down what AI agents really are — and why marketers and salespeople should start building their own now.

When The ChangeOver Podcast first explored AI agents with Sam, the roster of agents on Agent.ai was a couple hundred. Now, it’s in the thousands.

In this 6-minute bonus episode — a highlight from our longer interview with Sam — we revisit the moment that kicked off Weidert Group’s own journey into agentic tools.

You’ll hear how these tools are evolving fast, from summarizing meetings to negotiating deals, and why creativity, not code, is what you need to get started.

EPISODE HIGHLIGHTS:

00:07 What is an AI agent?

AI agents do more than generate content — they act autonomously toward your goals.

00:37 – When AI agents started appearing

From analytics to autonomous action: the journey so far

03:58 – Real-world examples of AI agents

From chess coaches to sales prospecting: surprising and practical use cases

04:25 – Solving the blank page problem

Knowing what to build starts by identifying your biggest time sinks.

04:52 – Advice for marketers: Start small

Skip the spam. Focus on problems you actually want solved.

06:22 – Don’t wait for perfect

Imperfection is part of the process. Just start.

Mentioned in the episode:

• Agent.ai
• There’s An AI For That

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/

• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Sam Mallikarjunan: https://www.linkedin.com/in/mallikarjunan/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

Quantity-for-quality is the name of the game in 2025. In this snack-size minisode, Chelsea and Jo explain why one deeply researched pillar asset every other month (anchored in first-party SME insight, of course) beats four thin blogs a week. You’ll learn where AI supercharges the workflow (pattern finding, repurposing) and where only human nuance will do.

EPISODE HIGHLIGHTS:

00:00│Why “publish more” is dead

01:30│Information gain is the name of the game

03:15│SMEs: Your army of influencers

06:09 | Our AI-powered SME interview process

08:10 | The right inputs for successful content

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/

• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/
• Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

ESOP Partners had the content. But conversions? Not as much.

In this special mini-episode, we revisit standout moments from a previous interview with Eric Strebe, Director of ESOP Consulting at ESOP Partners, who joined The ChangeOver Podcast to share how a thoughtful website strategy transformed their performance.

Despite years of authoritative content and solid site traffic, the company struggled to turn visitors into leads. That changed when they partnered with Weidert Group for a strategic UX and content overhaul — one that focused on buyer intent, clarified conversion paths, and reshaped the site's structure around user needs.

The results were remarkable:

• 💥 900% increase in SQLs
• 📈 300% increase in MQLs
• 📅 55% increase in consultations

“The project was one hundred percent successful... and the cool part is, we’ve sustained those results.” — Eric Strebe

🎧 EPISODE HIGHLIGHTS

[00:37 – 01:19] The Problem: Content-rich site, low conversions

[01:25 – 03:34] Strategic Shift: From redesign to full UX rearchitecture

[03:39 – 06:19] Buyer Journey Mapping: Creating paths for multiple personas

[8:20 – 09:45] Results: What a 900% increase in SQLs looks like

ESOP Partners’ Case Study: https://www.weidert.com/website-seo-case-study

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Frank Isca: https://www.linkedin.com/in/frankisca/
• Eric Strebe: https://www.linkedin.com/in/eric-strebe/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

A dozen premier speakers unpacked the latest innovations in sales and marketing tactics, tools, and trends at the Experience Inbound 2025 conference. Hear from Weidert Group’s own experts about their biggest “aha” moments and top takeaways.

EPISODE HIGHLIGHTS:

02:43 Marketing playbooks are no longer well-defined and old SEO strategies aren’t as relevant. Now, there are new opportunities.

14:55 Everyone has access to the same AI tools; the difference is in knowing how to use them to improve the work you already do.

15:12 It’s easy to get wrapped up in the tools and tech, but it’s important to remember that people resonate with humans.

26:50 Understand the value of unstructured data and how to capture and leverage it.

28:47 It’s easy to get caught up in chasing the new, shiny thing and looking to outside sources — there’s a lot of information already hidden in the data you have. Know how to find it.

35:40 Authenticity is the key to getting noticed in a world of artificial intelligence. The strongest and most authentic voices will prevail.

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Frank Isca: https://www.linkedin.com/in/frankisca/
• Reid Trier: https://www.linkedin.com/in/reidtrier/
• Amanda Retzki: https://www.linkedin.com/in/amandaretzki/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

Growth strategist Kurt Hahlback shares why mastering fundamentals — not just embracing AI — is the key to sustainable, strategic business growth for industrials and complex B2Bs.

EPISODE HIGHLIGHTS:

Host Greg Linnemanstons of Weidert Group and Kurt explore why, even amid rapid AI-driven change, fundamentals like positioning, customer alignment, and human-centered leadership remain essential to lasting business success.

You won’t want to miss Kurt’s insights on:

• 00:42 Why growth still starts with very clear value positioning and brand alignment (You have to know how to position and pitch your value)
• 06:15 Why asking better questions is the true competitive advantage in the AI era
• 07:54 How humility, empathy, and curiosity drive sustainable growth
• 09:23 How AI changes the pace of learning, but organizations must be careful not to confuse efficiency with effectiveness
• 09:46 Where leaders should rethink — not remove — the human role alongside technology
• 20:01 How businesses can thrive amid disruption — not by chasing trends, but by recommitting to the basics
• 21:33 Why it’s crucial to understand that AI is not a strategy — it’s a tool
• 24:40 What the Industrial Revolution can teach us about embracing AI and adapting to labor shifts

Disruption isn’t the end of fundamentals — it’s a call to master them even more deeply. Kurt’s perspective offers an optimistic and strategic roadmap for growth in a rapidly changing world.

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Kurt Hahlbeck https://www.linkedin.com/in/kurthahlbeck/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

In this episode of The ChangeOver Podcast, host Greg Linnemanstons sits down with Dave Charest, Director of Small Business Success at Constant Contact to explore why email marketing remains a cornerstone for industrial B2B marketers — and how personalization and AI are transforming customer engagement.

👂You won’t want to miss Dave’s insights on:

• Email’s current role in B2B marketing, including why it’s the “glue” that holds multichannel plans together
• What it takes to segment smartly without overwhelming your database
• Why customers seek empathetic, “human” relationships even in automation (it’s not as counterintuitive as you may think)
• How true personalization hinges on timing, relevance, and behavioral cues — not overused {first name} tokens
• How AI is helping to scale personalization without losing the human touch
• What opens, clicks, and vanity metrics aren’t telling you and how to track real actions instead

So, contrary to popular belief, email isn’t dead. In fact, for B2Bs in 2025, it’s more powerful than ever before.

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons
• Dave Charest: https://www.linkedin.com/in/davecharest

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

In part two of our conversation with Andy Crestodina, Orbit Media Studios CMO and author of Content Chemistry, Jo Phillip digs into how AI is fundamentally changing search behavior, website analytics, and content creation – and what industrial marketers need to do now to adapt their content strategies.

EPISODE HIGHLIGHTS:

Creating content for the AI era (2:00 – 5:24) [So we know that most Google searches]

• Writing content for informational queries is becoming a shrinking game
• Why monitoring AI traffic to your website is essential

Analytics that actually matter (5:34 – 8:19) [I won't tell you what mine are]

• Why top-line traffic metrics can be deceiving
• How to think about reporting in a changing digital environment

Leveraging AI for content (9:39 – 17:22) [Now, you also, one thing that I really liked]

• How to create custom GPTs that act as synthetic members of your target audience
• Using AI to identify gaps in your content strategy
• Content planning for scrappy B2B teams
• AI-powered content repurposing

Achieving stakeholder buy-in (17:22 – 19:58) [Once you've got that foundation in place]

• How to get buy-in for content marketing initiatives
• Why executives prefer finite projects over endless programs
• Intentional, strategic choices for impact

Strategic paid promotion (20:18 – 22:35) [So let's go back to paid ads real quick.]

• Focusing ad spend where conversion rates show success

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/
• Andy Crestodina: https://www.linkedin.com/in/andycrestodina/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

INTRO:

In 2001, Andy Crestodina built websites. Today, he’s reshaping how industrial marketers approach content.

Join Jo Phillip’s conversation with the Orbit Media Studios co-founder and author of Content Chemistry as he dismantles conventional wisdom about digital marketing’s evolution. Andy delivers practical frameworks backed by two decades of data and experience, revealing which strategies have survived the algorithmic evolution — and which new approaches are poised to dominate in a landscape that’s increasingly AI-driven but still fundamentally human.

EPISODE HIGHLIGHTS:

• (00:04:49) The evolution of content marketing from 2001 to today
• (00:08:22) Why bottom-of-funnel content should be your first priority
• (00:12:51) Creating content that AI can’t replicate: original research and thought leadership
• (00:13:39) Conducting original research on a shoestring budget
• (00:18:43) Why visits aren’t as important as views in today’s landscape
• (00:21:48) Making your website “AI-ready” for the age of agentic AI
• (00:25:56) How to approach measurement when attribution is becoming more difficult

Spoiler alert: This conversation was so good, we’re turning it into not one, but two episodes! Stay tuned for part 2 coming soon.

CONNECT WITH THE HOST AND GUEST:

• Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/
• Andy Crestodina: https://www.linkedin.com/in/andycrestodina/

CONNECT WITH WEIDERT GROUP:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

INTRO:

The future of work is here, and AI agents are playing a bigger role than ever before. In this episode, Greg Linnemanstons is joined by Sam Mallikarjunan, co-founder of Agent.ai and keynote speaker at Experience Inbound 2025, to explore how AI-driven automation is helping businesses overcome labor shortages, increase productivity, and scale faster than ever.

Episode Highlights:

• AI agents as a workforce multiplier (5:10 - 7:02)

Sam discusses how AI agents take actions on behalf of users, helping businesses scale without adding headcount

• Real-world applications of AI (10:45 - 12:06)

Sam shares examples, like AI attending meetings for him, automating research, and summarizing key takeaways

• AI’s impact on sales and marketing workflows (15:14 - 18:10)

Key ways AI-powered tools streamline operations, reduce inefficiencies, and optimize RevOps strategies

• The urgency of adopting AI (18:32 - 19:36)

AI is evolving faster than past industrial revolutions Sam’s insights go beyond theory — he shares real-world applications that marketers and sales leaders can put into action today.

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

• Sam Mallikarjunan: https://www.linkedin.com/in/mallikarjunan/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

INTRO:

Is podcasting worth it for B2B companies? After launching and running The ChangeOver, we’ve learned a lot about what works, what doesn’t, and how to make a podcast fuel your entire marketing content strategy. In this episode, Greg and Kelly share the insights and unexpected lessons they’ve gained from the show, including:

• How podcasting can replace lost organic traffic and drive brand visibility
• Why thought leadership needs real people, not AI-driven content
• The strategy behind getting internal buy-in from leadership and SMEs
• Why a podcast is more than just another marketing channel
• How client engagement became one of the biggest unexpected wins

EPISODE HIGHLIGHTS:

• How AI and organic shifts pushed us to invest in thought leadership (02:06)
• The importance of humanizing thought leadership (04:22)
• Hidden efficiencies – like creating 25+ content pieces per episode (11:55)
• Unexpected impact: using episodes to validate and reinforce client strategies (15:18)
• Who listens to B2B podcasts, and why they’re a valuable engagement channel (24:42)
• What we measure to track success (30:33)

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST AND GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

INTRO:

Industrial marketing budgets have shifted from expense line items to strategic investments in reaching business goals. But before you build a marketing plan around a generic growth target like "we need to grow by 10%," take a step back and ask:

Where is that growth going to come from?

• Existing customers or new customers?
• Specific business/product/service lines?
• What customers are most profitable?

The answers to these questions will help you allocate resources where they’ll have the greatest impact — ensuring every marketing dollar is working smarter.

For marketers who have been around a while, it’s a shift in mindset that may initially give them pause. It’s what our guest, Stacy Bouchard, Marketing Manager at Hawkins Ash CPAs summed up as:

“Instead of saying, ‘We need more budget,’ ask, ‘What could we do as an organization if we had five more of our best customers?’”

In this episode, Weidert Group President and podcast host Greg Linnemanstons sits down with Stacy, who also has a deep background in industrial marketing strategy, to explore the new paradigm. Together, they discuss how B2B marketers can redefine growth, shift from old habits, and create strategies that drive measurable ROI and meaningful business impact.

Listen now to start getting more specific about your growth strategy!

• EPISODE HIGHLIGHTS:
• Understanding the need and impact of aligning marketing budgets with overall business goals
• Leveraging unified data and buyer behavior monitoring
• Generating more ROI by targeting existing customers
• Using AI tools to identify underperforming assets, optimizing content, and accurately predicting campaign effectiveness

CONNECT WITH US:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

CONNECT WITH OUR HOST & GUEST:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Stacy Bouchard: https://www.linkedin.com/in/stacybouchard/

Subscribe to The ChangeOver Podcast to stay at the front of the industrial marketing innovation curve.

In this mini-episode of The ChangeOver Podcast, HubSpot Evangelist Kyle Jepson reveals intriguing findings from his recent crowd-sourced experiment comparing website SEO performance with AI search visibility.

The results suggest an unexpected inverse relationship between traditional SEO success and AI platform visibility.

Episode Highlights:

The Experiment Setup (3:03-3:29):

• Introduction to HubSpot's Website Grader and AI Search Grader tools
• How the community participated in data collection
• The goals behind comparing SEO and AI visibility scores

Key Findings (3:29-5:29):

• The surprising inverse relationship between SEO and AI scores
• Why technically perfect websites might underperform in AI search
• How AI platforms "read" content differently than search engines

Content Strategy Implications (5:29-7:19):

• Balancing technical SEO with AI-friendly content
• The importance of addressing specific questions
• Why contextual relevance matters more to AI than technical optimization

Mentions:

• HubSpot’s Website Grader: https://website.grader.com/
• HubSpot’s AI Visibility Grader: https://www.hubspot.com/ai-search-grader

Connect with us:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

Connect with our host and guest:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

In this episode of The ChangeOver Podcast, host Greg Linnemanstons sits down with Kyle Jepson, HubSpot’s first-ever Evangelist, to explore how brand evangelism can fuel growth in industrial markets. Kyle shares insights on fostering authentic advocacy among employees and customers, emphasizing that true evangelists can't be hired — they must be cultivated and nurtured within your culture.

Episode Highlights:

Kyle’s Journey to Brand Evangelism (2:3-4:53)

• From HubSpot support rep to Academy professor to Evangelist
• How pandemic-era content creation sparked a movement
• Building an organic community of HubSpot admins

The role of an evangelist (4:55-6:11)

• Creating excitement about product features and updates
• Engaging with both super-fans and potential churners
• Building bridges between product teams and users

Growing vs. hiring evangelists (16:12-21:01)

• Why authenticity matters more than influence
• The importance of growing evangelists within your culture
• Finding natural enthusiasm in frontline employees

Fostering an evangelism culture (24:04-32:37)

• Encouraging employees to share their genuine excitement

• Creating safe spaces for authentic brand advocacy
• How leadership can support organic evangelism

Connect with us:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

Connect with our host and guest:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

In this episode of The Changeover Podcast, host Greg Linnemanstons sits down with Ann Franz, Executive Director of the Northeast Wisconsin Manufacturing Alliance (NEWMA). Ann discusses the latest findings from the 15th Annual Manufacturing Vitality Index, Industry 4.0 trends, and strategies to tackle workforce challenges. From insights into how manufacturers are adopting AI and automation to practical advice on improving collaboration, this episode is packed with actionable takeaways for leaders in the manufacturing sector.

Episode Highlights:

Key Findings from the 2024 Manufacturing Vitality Index:

• 93% of manufacturers report being financially healthy

• 66% expect higher sales in 2025

• Over 40% plan to hire in Q1 and Q2 of 2025

Addressing Workforce Challenges:

• A decline in companies reporting difficulty finding talent, yet still a challenge (58% vs. 84% the previous year)

• How upskilling current employees is helping bridge the skills gap

• Innovative approaches to attract K-12 students to manufacturing careers

Industry 4.0 and the Future of Manufacturing:

• The rise of generative AI: 67% of companies plan to invest in this technology

• The critical role of cybersecurity, cloud computing, and IoT in modern manufacturing

• Real-life examples of how VR and AI are transforming training and operations

Notable Quotes:

"AI is not going to take your job away, but you'll take the job away of the person who doesn't know how to use AI."

"Companies aren't afraid to share and learn from each other because they're not competing just with the guy down the street, but globally."

“If you want to go fast, go alone, but if you want to go far, go together.”

Get the results of NEWMA’s surveys here:

https://newmfgalliance.org/2025-northeast-wisconsin-manufacturing-vitality-index/

https://newmfgalliance.org/industry-4-0-talent-technology-survey-2024/

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Guest: Ann Franz, Executive Director of the Northeast Wisconsin Manufacturing Alliance (NEWMA): https://www.linkedin.com/in/ann-franz-81b9424/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

As labor shortages continue to plague manufacturers, achieving efficiency and higher productivity is critical. AI is helping workers achieve better results and transfer knowledge to the next generation, but we can’t lose the human touch. Greg Linnemanstons interviews Caleb Waack of NEXT AI to discuss how AI integrates with Industry 4.0 and IoT to help eliminate silos and empower front-line operators to make better decisions in real-time — delivering significant ROI and helping the bottom line.

Episode Highlights:

AI turns data into action: Real-time insights improve decisions (0:29)

Bridging labor gaps: AI boosts productivity amid shortages (6:59)

IoT + AI: Adds value by interpreting data (2:57)

Quantifying expertise: AI actions veteran knowledge for wider use (7:21)

Simple integration: AI overlays existing systems without major upgrades (9:26)

AI pinpoints issues sooner: Operators can fix problems before they escalate (15:29)

Gradual adoption: AI integrates with current systems while keeping humans in control (16:52)

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Guest: Caleb Waack, NEXT AI, https://www.linkedin.com/in/caleb-waack/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

The content marketing landscape is evolving with AI-generated content flooding the internet and users seeking information from trusted human sources. How should you pivot to create content that truly matters and drives results? Weidert Group Strategist and SEO Manager, Chelsea Drusch, and Director of Creative Strategy, Jo Phillip, share practical strategies for evolving your content approach for results in 2025 and beyond.

Episode Highlights:

• The shift from quantity to quality in content strategy
• How to identify valuable content opportunities
• Building a sustainable content creation process
• Leveraging AI as a strategic ally
• Creating content that AI can't replicate
• Measuring success beyond traffic metrics

Connect with us:

Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/

Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing & sales innovation curve.

How do you build B2B brand awareness when traditional SEO and content marketing aren’t performing like they used to? We explore the shift to the new top-of-funnel for industrial marketers, where community-building, collaborative content, and audience intelligence are rising in relevance. We’ll also discuss the effects of AI on search and actionable strategies to build brand awareness in 2025.

Episode Highlights:

• The rise of Brand Awareness 3.0 [2:13]
• Impact of AI on brand visibility [6:47]
• Changing buyer demographics [7:01]
• Signs you’re lacking brand awareness [7:47]
• Brand Awareness 3.0 tactics [10:56]
• The role and importance of community-building [23:30]
• Why you need collaborative content [12:31]
• Measuring success without traditional metrics [17:15]
• Top 3 recommendations for building brand awareness in 2025 [21:24]

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/

Mentions & H/Ts:

Steve Patti: https://www.linkedin.com/in/stevepatti/

SparkToro audience intelligence: https://sparktoro.com/

Peter Caputa of Databox: https://www.linkedin.com/in/pc4media/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

A 900% surge in qualified leads started with one fundamental shift in website strategy. ESOP Partners’ Eric Strebe joins Frank Isca and reveals how they turned high traffic into high-value conversions. If your website has strong traffic but lagging conversions, this episode is your strategic blueprint for driving lead generation.

Episode Highlights:

• Considerations for complex services and lengthy buyer journeys (00:05:20)
• Breaking the “expertise showcase” paradigm: Why high-authority content alone doesn’t convert (00:05:51)
• Strategic pivot: Architecting user journeys for multiple B2B personas (00:11:20)
• Conversion psychology: How reframing a consultation offer transformed lead quality (00:20:07)
• ROI validation: Sustaining a 55% increase in qualified consultations (00:24:34)

For B2B marketing and sales leaders, especially those in complex industries, this episode delivers clarity on transforming educational website content to build a lead generation engine. Eric shares how ESOP Partners’ website evolved from a decade-strong thought leadership platform to a lead conversion system that guides multiple stakeholder personas—from business owners to financial advisors—through their unique buyer journeys.

Resources:

Website strategy case study: https://www.weidert.com/website-seo-case-study

Learn about the transformative potential of employee ownership through an employee stock ownership plan (ESOP) at https://www.esoppartners.com/

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Frank Isca: https://www.linkedin.com/in/frankisca/

Eric Strebe: https://www.linkedin.com/in/eric-strebe/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

Tired of the AI hype? Let’s get practical. Join Greg Linnemanstons and Jo Phillip for a no-nonsense discussion about making AI work in industrial marketing content. No theoretical frameworks—just real strategies from two years in the trenches of AI implementation.

Episode Highlights:

• Reality check: What changed when ChatGPT hit the scene (00:02:10)
• Supercharge SME interviews and work smarter (00:10:57)
• Paradigm shift: personalization at scale (00:19:55)
• Quality control is crucial in the AI age (00:26:47)
• Ethics and human accountability in AI content (00:30:05)

If you’re a marketing or sales leader who needs to separate AI fact from fiction, this episode is your playbook. Jo brings 20 years of writing background plus boots-on-the-ground experience in AI implementation to help you navigate this transformation.

Connect with us:

• LinkedIn: linkedin.com/company/weidert-group/

• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/

Ready to make AI work for your industrial marketing strategy? Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts.

In this special edition of The ChangeOver Podcast, Chelsea Drusch and Nicole Mertes share their insights from INBOUND 2024, discussing how the latest trends in marketing technology and strategy apply specifically to industrial sales and marketing professionals.

Episode Highlights:

• The role of AI in enhancing industrial marketing efforts (00:05:09)
• Shifting search trends and their impact on industrial content strategies (00:09:31)
• The growing importance of individual thought leadership in B2B marketing (00:11:02)
• Rethinking content creation with an audience-first approach (00:21:11)
• Leveraging unified data for personalized industrial marketing campaigns (00:24:10)

Chelsea and Nicole offer practical insights on how industrial teams can apply these learnings to their unique business growth challenges and opportunities.

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our hosts:

Nicole Mertes: https://www.linkedin.com/in/nicolemertes/

Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts for up-to-the-minute insights for industrial marketing and sales professionals.

The ChangeOver Podcast host Greg Linnemanstons and RevOps expert Rick Kranz discuss the real-world impact of AI on B2B sales. They examine how AI tools are already helping to amplify human skills, allowing salespeople to focus on relationship-building and deal-closing.

Episode Highlights:

• How Rick went from sales-AI skeptic to enthusiast: 00:02:29
• AI research agents, their capabilities, and how they transform the work of salespeople: 00:05:48
• Streamlining email management with AI: 00:11:19
• The impact of personalizing cold outreach at scale: 00:16:15
• Notebook LM and its applications for sales insights: 00:18:01

Listeners will get insights into:

Using AI for efficient, thorough prospect research

Improving sales emails with AI assistance

Implementing tools including a sales research agent and Google’s Notebook LM

Striking the right balance between AI capabilities and human expertise

Sales leaders and high-performing salespeople, get a glimpse of the AI sales transformation that’s already underway.

Connect with us:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

Follow our Hosts:

Rick Kranz: https://www.linkedin.com/in/rickkranz/

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay updated with every episode!

The ChangeOver Podcast host Greg Linnemanstons sits down with Director of RevOps, Rick Kranz, to reveal how CRM automation transforms industrial sales processes. Discover why so many leads fall through the cracks with traditional B2B sales methods, and how automation can seal the gaps, improve efficiency, and drive more revenue without overwhelming your team.

Episode Highlights:

• How Rick went from running a sales team to becoming a RevOps expert: 00:01:15
• Key benefits of automating sales processes in B2B: 00:05:41
• Tools and platforms driving automation in today’s industrial landscape: 00:12:07
• Practical advice for B2B teams on implementing sales automation: 00:13:28

Dig into the details with Greg and Rick to start identifying and fixing the holes in your industrial sales processes — and start making the most of every sales lead.

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Follow our Hosts:

Rick Kranz: https://www.linkedin.com/in/rickkranz/

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!

Video content has gone from pricey luxury to an accessible — and essential — tool for industrial marketers. In this episode, host Greg Linnemanstons and guest Meg Hoppe, VP of Creative at Weidert Group, discuss how to create impactful video content that drives results for industrials.

With more than two decades of experience in creative, Meg shares her insights on video marketing’s evolution and its growing importance in the industrial sector. Get ready for a podcast episode that’s packed with practical advice for marketers ready to leverage the power of video, no matter your budget or level of technical expertise.

Episode Highlights:

• Evolution of video marketing, from costly and rarely-used to an essential tool – 00:01:34
• Overcoming common objections and developing your video content plan – 00:03:41
• Building trust with authenticity by featuring the right SMEs – 00:08:38
• Delivering value and the experiences viewers want – 00:09:20
• Practical tips for getting started right now – 00:16:16

Whether you’re just starting to explore video marketing or ready to refine your approach, get the knowledge, confidence, and practical tips to start leveraging video in your marketing strategy today.

Connect with us:

• LinkedIn: linkedin.com/company/weidert-group/
• Instagram: instagram.com/weidertgroup/
• Facebook: facebook.com/weidertgroup
• X: x.com/WeidertGroup
• YouTube: youtube.com/@Weidert
• Website: weidert.com/changeoverpodcast

Connect with our host and guest:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Meg Hoppe: https://www.linkedin.com/in/meghoppe/

The ChangeOver podcast gives Sales and Marketing teams at Industrial organizations powerful fuel to grow and prosper within today's dynamic landscape. The podcast is brought to you by Weidert Group — a Marketing & Sales agency that offers industrial growth solutions — and its guests. Hear from leaders with intelligent insights and actionable ideas on topics like lead gen, SEO, AI, revenue operations and more. Within each of these critical areas, we’ll unpack what’s changed, why it’s changed, and what you should do moving forward to meet your business growth goals. Our host, Greg Linnemanstons, has more than 35 years of experience in B2B marketing on both the client and agency sides.

SEO isn’t dead — and yet, marketers everywhere are seeing evidence that their old traffic-focused strategies aren’t as effective as they used to be.

For industrial marketers, who often work in industries with complex buyer journeys and long sales cycles, shifting the emphasis from “all the traffic” to “optimal traffic” can make for a challenging pivot.

What does that mean for your SEO strategy right now, and what should you focus on moving forward?

In this episode of The ChangeOver Podcast, host Greg Linnemanstons, President of Weidert Group, is joined by Chelsea Drusch, Strategist and SEO Manager, to explore the current state of SEO for industrial marketers.

Episode Highlights:

• Evolution of SEO, from traffic-centric to conversion-focused strategies – 01:55:12
• Adapting to change – emphasizing high-intent keywords and the importance of user experience – 14:27:22
• SEO’s place within an overall marketing strategy – 20:30:07
• The role of AI and user behavior signals in shaping future SEO tactics – 23:27:13

Listen in with Greg and Chelsea for ways you can take immediate action to help ensure your SEO efforts keep generating revenue, and protect and advance your competitive position.

Connect with us:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!

Explores how website strategies are adapting to fragmented buyer journeys and changing user behaviors in industrial marketing.

In this episode of The ChangeOver Podcast, host Greg Linnemanstons, President of Weidert Group, is joined by Kelly Wilhelme, Director of Marketing, to discuss the transforming role of websites in today's industrial marketing landscape.

The ChangeOver Podcast takes its name from the quick transitions manufacturing plants must make when switching production lines. An agile, efficient changeover minimizes downtime, improves productivity, and helps businesses maximize ROI on equipment and people investments.

The industrial marketing landscape is rapidly evolving, and websites are at the forefront of this change. Yesterday's strategies are losing effectiveness, and new, more impactful approaches are emerging. Marketers who successfully pivot will embrace learning, experimentation, and agility moving forward.

Episode Highlights:

• The shift from websites as traffic generators to welcome mats for visitors
• Adapting to fragmented buyer journeys and changing user behaviors
• The impact of AI on content creation and search results
• Strategies for creating unique, valuable content that stands out
• The importance of aligning SEO and user experience (UX)
• Rethinking gated content and lead generation strategies

The episode concludes with practical advice for industrial marketers on adapting their website strategies to meet the demands of today's digital landscape. The ChangeOver Podcast is your platform for insights, learning, and adapting to the rapid transformations in industrial marketing and sales.

Listeners are encouraged to submit topics for future episodes to the Weidert Group team:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guest:

Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Join us on this journey of exploration and growth in the industrial marketing landscape. Subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!

Explores industrial marketing and sales’ evolution, from inbound strategy to AI’s impact, and how to adapt to rapid changes in buyer behavior.

In this inaugural episode of The ChangeOver Podcast, host Greg Linnemanstons, President of Weidert Group, is joined by Nicole Mertes (VP of Marketing and Sales) and Frank Isca (Director of Business Development and Product Development) to discuss industrial marketing and sales’ rapid evolution — and the forces behind the changes taking place.

The ChangeOver Podcast takes its name from the quick transitions manufacturing plants must make when switching production lines. An agile, efficient changeover minimizes downtime, improves productivity, and helps businesses maximize ROI on equipment and people investments.

Industrial marketing and sales are undergoing a significant shift. Yesterday’s playbooks are losing their effectiveness and new, more impactful strategies are emerging. Pros who successfully make the pivot will embrace learning, experimentation, and agility moving forward.

Episode Highlights:

The “Good Old Days” of Inbound Marketing – 5:04:00

Current Challenges in Industrial Marketing – 8:27:17

The Impact of AI on Marketing – 12:40:12

Adapting to the New Marketing Environment – 14:39:20

Advice on Future SEO and Content Strategies – 16:06:04

The episode concludes with a glimpse into future discussions on topics like the evolving role of websites, the changing nature of SEO, and AI’s impact on marketing and sales. The ChangeOver Podcast is your platform for insights, learning, and adapting to the rapid transformations in industrial marketing and sales.

Listeners are encouraged to submit topics for future episodes to the Weidert Group team:

LinkedIn: linkedin.com/company/weidert-group/

Instagram: instagram.com/weidertgroup/

Facebook: facebook.com/weidertgroup

X: x.com/WeidertGroup

YouTube: youtube.com/@Weidert

Website: weidert.com/changeoverpodcast

Connect with our host and guests:

Nicole Mertes: https://www.linkedin.com/in/nicolemertes/

Frank Isca: https://www.linkedin.com/in/frankisca/

Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/

Join us on this journey of exploration and growth in the industrial marketing landscape. Subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!