Explore every episode of the podcast The ChangeOver | by Weidert

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/

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!

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.