HVAC Marketing Leaders

What happens when clicks no longer prove your marketing ROI? In this episode, Ashlei Rolloff sits down with Nick LeRoy—independent SEO consultant, founder of SEOjobs.com, and author of SEO for Lunch—to discuss how AI and search are rewriting the rules of digital marketing.They cover:Why traditional SEO metrics are losing relevance in the AI eraHow technical SEO and brand sentiment determine whether your company gets foundThe rising importance of PR in shaping AI-driven visibilitySmart guardrails for CEOs and marketers evaluating SEO and AI partnersFor HVAC business owners and marketers, this conversation is more than an SEO update—it’s a strategic roadmap for where to invest your marketing dollars in 2025.Referenced Links:Nick’s Consulting: [nickleroy.com]SEO Jobs: [seojobs.com]Nick’s Newsletter: [SEOforLunch.com]Quote to Remember:“Brand sentiment is the new SEO signal. If your customers don’t trust you, no amount of keywords or backlinks will save you.” – Nick LeRoy

What actually moved the needle in HVAC this year?In this “Best of” episode, Ashlei Rolloff brings together five of the sharpest conversations from 2025, conversations that challenge how we lead, grow, and market in this industry.You’ll hear from:Greg Crumpton on retention, field leadership, and why presence still mattersCraig Bunker on how private equity evaluates people, process, and culture and what HVAC businesses can do now to build long-term valueChristyn Mueller on generational shifts in workplace communication and how leaders can close the gapTony Mormino on practical HVAC social media strategy, by channel, audience, and time constraintZac Engler on AI leadership, shadow tools, and how to support not replace your teamThis isn’t just a recap. It’s a pulse check. A look at what’s really changing in HVAC and how the best leaders are responding.Full Episode Links:Greg Crumpton - https://open.spotify.com/episode/3c1ZSGu6LDtVXUbMpcPtuo?si=TXKcCe4SRMi539zEn37jmgTonka Bay - Craig Bunker - https://open.spotify.com/episode/7Fy2v0oi02zyyCOQHlm3PT?si=ZG8kuuT2S3OERmRoy5UU_AJohnson Controls -Christyn Mueller - https://open.spotify.com/episode/5tyauPOkfyqbqQcBdjIqh0?si=iyDAc2w_Q0WWfv-QY382vQTony Mormino - https://open.spotify.com/episode/3YKtgtQaoHTrH7GMCBaIfS?si=3JKu63KSSVKPn4XyMxMaPwBodhi Ai - Zac Engler - https://open.spotify.com/episode/0NpNsKovQ09vZ4aljpMgaF?si=Fwd_Hd2OSJCpR3Jwck5ufwQuote to Remember:"You do not scale a business by scaling people alone. You scale it by building clarity, culture, and systems that outlive the org chart." — Craig Bunker

You can’t sell tribal knowledge—but you can document it.In this episode, Ashlei Rolloff sits down with James Hatfield, CRO of Live Switch and a trades veteran turned tech founder, to talk about the real operational edge HVAC firms need to scale—or sell.They discuss:A $750K virtual sales win with no truck rollsHow AI can turn a field video into a documented SOP or a ready-to-send contractWhat private equity firms are really buying—and why it’s not just clean booksWhy resistance to digital tools is often about trust, not techIf you’re a contractor, owner, or operator trying to grow sustainably, this episode gives you tactical, real-world insights.Quote to Remember: "The most powerful tool you have is in your pocket—it’s your phone. The question is: are you using it to grow your business or just run it?" – James HatfieldReferenced Links:James Hatfield: https://www.linkedin.com/in/james-hatfield/Book: Making Money is Killing Your Business by Chuck Blakeman - https://a.co/d/0Ffg5uTFree trial: https://liveswitch.comFollow Ashlei on LinkedIn: https://www.linkedin.com/in/ashleirolloff/

Selling your HVAC business isn’t the end—it’s the beginning of a far more personal, often more complex, financial chapter. And if you're not planning ahead, you're likely leaving money (and legacy) on the table.In this final episode of our three part M & A series, Ashlei Rolloff sits down with Brian Adamek, certified financial planner and founder of E Wealth Partners, to map the three phases of smart exit planning: pre-sale, transaction year, and post-sale wealth strategy.They cover:The difference between cleaning up your books and actually planning for a saleWhy reinvesting in marketing and operations can drive your valuation higherWhat business owners need to do the year before the sale to reduce their tax burdenWhy your spouse, not your CPA, should be the first person you talk toHow to build your “exit bench” of trusted advisors to avoid missteps after the deal closesWhether you're a founder with an exit in sight or a marketer supporting executives through this transition, this episode offers both strategy and sanity.Referenced Links:E Wealth Partners: https://www.ewealthpartners.com/Brian’s Podcast: https://youtube.com/@e-wealthpartnersMN Paid Leave Webinar: https://youtu.be/qC2eRQHv2SY?si=90QOfjLWhcLQKbimPart 1 - https://open.spotify.com/episode/7Fy2v0oi02zyyCOQHlm3PT?si=ZG8kuuT2S3OERmRoy5UU_APart 2 - https://open.spotify.com/episode/1ApkRxuqHgvtrAHyOLwarg?si=9K3FpCT5SCmsPqsZhuq11gQuote to Remember: “Most founders think exit planning is about valuation. It’s not. It’s about protecting what comes next.”

This is Part 2 of our 3-part series The Exit Blueprint: M&A Strategy for HVAC Leaders.You think your business is sale-ready because the P&L looks clean? Think again.In this episode, Ashlei Rolloff sits down with Mary Ellen Reihsen, Partner at Hellmuth & Johnson, to reveal the legal traps that kill HVAC M&A deals during due diligence—and the people-first legal strategies that actually protect your valuation.They discuss: Why employment shortcuts resurface (and cost millions) during M&A due diligence What “instant unemployment” means when your company sells—and how to structure retention The real math behind turnover vs. retention during private equity deals How to legally protect institutional knowledge ("The Bob Problem") What goes in a well-drafted employment agreement in today’s post non-compete worldMary Ellen brings both legal insight and grounded perspective to the process—and breaks down exactly how HVAC business owners can prepare for a clean, confident exit.Referenced Links: Mary Ellen Reihsen – Hellmuth & Johnson Email Mary Ellen Reihsen: mreihsen@hjlawfirm.com Women in HVACR: https://www.womeninhvacr.orgQuote to Remember: "Everybody is unemployed for that instant. It feels jarring, but it’s a legal reset—and you have to prepare for it." – Mary Ellen Reihsen

This is Part 1 of our 3-part series The Exit Blueprint: M&A Strategy for HVAC Leaders.In this opening conversation, Ashlei Rolloff talks with Craig Bunker, Director of Business Development at Tonka Bay Equity Partners, about what private equity firms are really looking for when evaluating HVAC businesses. This episode is built for owners preparing for succession, growth partnerships, or a potential exit in the next 2 to 10 years.They cover:How founder dependency can limit your business valuationWhy people and processes matter more than just financialsThe three strategic investments HVAC owners should prioritizeWhat PE firms look for in team structure and cultureHow early preparation can create better outcomesNext up in Part 2: The Legal Landmines That Can Kill A Deal Before The Numbers Even MatterReferenced Links:Tonka Bay Equity PartnersConnect with CraigQuote to Remember:"We're in the human capital business. If we get the culture wrong, we lose the business." — Craig Bunker

What really causes team misalignment in HVAC?Ashlei Rolloff sits down with Peter Ockuly and Dr. Randy Smasal of LiftTeams.com to reveal a smarter way to look at burnout and underperformance. The problem is not effort. It is workflow.They introduce the Working Genius framework, which shows how work flows through six stages—and why skipping steps leads to misfires, fatigue, and disconnect.In this episode:Why your best performers may be stuck in the wrong zoneHow team maps reveal invisible gapsWhat your meeting structure says about your leadershipHow to shift from blame to clarityWhy your system, not your strategy, might be the problemThis is for leaders building resilient teams and smarter execution systems.Referenced Links:Death by Meeting, Patrick Lencioni - https://a.co/d/dNTKIVeAtomic Habits, James Clear  - https://a.co/d/5Sd8r3aLift Teams - https://liftteams.com/the-working-genius-gpthttps://liftteams.com/Quote to Remember: “We don’t rise to the level of our goals. We fall to the level of our systems.” – Dr. Randy Smasal

How do you lead when four generations are working side by side—and each expects something different from leadership? In this episode of HVAC Marketing Leaders, Ashlei Rolloff talks with Christyn Mueller, Associate Director of Global Learning & Development at Johnson Controls, about what Millennials and Gen Z are demanding from work—and how HVAC leaders can adapt without losing productivity. They cover: Why communication breaks down across generations and how to fix it. What younger talent values most from employers—and why salary isn’t at the top. Real examples of HVAC companies reshaping culture to retain the next generation. Why work-life integration, not balance, is reshaping leadership expectations. This conversation is a playbook for executives and marketing leaders who want to attract talent, retain teams, and lead with authenticity in today’s workforce. Referenced Links: Connect with Christyn on LinkedIn Johnson Controls Careers Quote to Remember:  "Authenticity in the workplace means bringing your whole self to work—and giving others the grace to do the same." – Christyn Mueller 

What if protecting your energy isn’t self-care—it’s strategy?Ashlei Rolloff sits down with Chris Atwell—leadership coach and former manufacturing exec—to break down the real business impact of energy, clarity, and momentum for HVAC leaders. If you’re moving fast but feeling stuck, this episode reframes your leadership through a performance lens.They cover:The three pillars of executive success: Energy, Clarity, and MomentumHow one time audit helped a client 10X her strategic outputThe cultural and financial cost of showing up depletedWhy morning routines aren’t indulgent—they’re operationalWhether you’re chasing growth or trying to regain control of your time, this episode will shift how you lead from the inside out.Referenced Tools & Resources:Delegate and Elevate Tool (EOS)Working Genius AssessmentConnect with Chris Atwell on LinkedInVisit Chris Atwell’s Coaching SiteQuote to Remember:"When leaders protect their energy, they protect the performance of the entire business." – Chris Atwell

Why does the HVAC industry still treat marketing like an afterthought?In this episode, Ashlei Rolloff sits down with Tony Mormino—host of HVAC TV and a leading voice in technical content marketing—to unpack why so many B2B HVAC companies are stuck in outdated tactics and how to finally break through.They cover:Why LinkedIn, YouTube Shorts, and TikTok are the trifecta for HVAC firmsHow to 20x your content output using what you already haveThe #1 reason most HVAC content fails (hint: it’s not budget)Real talk on fear, perfectionism, and why you need to "do it scared"A raw look at Tony’s personal journey from engineer to creatorThis episode is a blueprint for marketers and HVAC execs who want their teams to be seen, heard, and valued—without blowing up the budget.Referenced Links:Tony’s LinkedIn: https://www.linkedin.com/in/tonymormino/HVAC TV: https://www.insightusa.com/hvac-tvRecommended Creator: Gary Vaynerchuk – https://www.garyvaynerchuk.com/Quote to Remember:"The perfect content is the one that’s authentic, true, and really just trying to help and serve." – Tony Mormino

HVAC Leadership Isn’t Built in the Office: Greg Crumpton on the Power of Showing UpHow do you evolve from technician to executive without losing the soul of your work?In this episode, Ashlei talks with Greg Crumpton—HVAC veteran, founder of Airtight Mechanical, Executive Advisor at Service Logic, and a true advocate for the skilled trades.Greg opens up about his 40+ year journey through the HVAC industry and how leadership today requires something different: empathy, proximity, and purpose. From retention strategies that don’t involve signing bonuses, to bridging generational gaps and making skilled trades more visible, this conversation is a wake-up call for owners, executives, and marketers alike.They talk about:Letting go of your old identity to lead with intentionHow to stop losing good people (and what loyalty actually looks like)The power of shared experiences between office and fieldMaking skilled trades attractive to the next generationWhy visibility matters more than perfection in workforce messagingPlus, Greg shares the story behind his book Deep Knowledge, and what’s coming next in Deep Earth Knowledge.Referenced Links:Greg’s website: GregCrumpton.comBook: Deep Knowledge – Available on AmazonOrganization: Women in HVACR

The AI wave is here. Banning it isn’t the answer—leading it is. In this episode of HVAC Marketing Leaders, Zac Engler shares how sales and marketing teams in HVAC and manufacturing can embrace AI tools responsibly to boost performance and eliminate friction.Zac unpacks the emerging issue of shadow AI and what leaders can do to get ahead of it with smart policies and practical adoption strategies. You’ll hear real-world examples of how AI is already enhancing productivity, helping teams move faster, and making better decisions.If you’re a marketing leader, CEO, or sales manager wondering how to balance risk with innovation, this conversation will give you the roadmap to lead smarter, safer AI adoption in your business.What we cover in this episode:Why banning AI is a short-sighted strategyHow to build safe AI guardrails for your teamExamples of AI in HVAC sales and marketingWhat shadow AI is and how to manage itWhy the future is about AI-assisted humans, not AI replacementsAdvice for organizations stuck in digital hesitationMore from Zac Engler:Bodhi AI: https://bodhiai.ioForbes article: "The Big AI Mistake"Zac’s book: https://zacengler.com/buy-bookAI Tools for Marketers: https://mnaitools.comFollow HVAC Marketing Leaders and join the conversation.Connect with Zac Engler on LinkedIn: https://www.linkedin.com/in/zacengler/Connect with Ashlei on LinkedIn:https://www.linkedin.com/in/ashleirolloff/

Are you ready to breathe new life into your HVAC marketing strategies and connect with a younger, more tech-savvy demographic?  With the HVAC industry rapidly evolving, traditional marketing techniques are giving way to innovative approaches that leverage social media, podcasting, and immersive brand experiences. This seismic shift is not only reshaping how companies reach new customers but is redefining the fabric of internal marketing to energize teams and drive engagement.  Today we welcome Katrina Koszorek, Marketing Manager at Oxygen 8, who brings a fresh perspective to HVAC marketing. With eight years in the industry, her ascent from a Junior Graphic Designer to a Marketing Manager is a story of innovation and adaptability. We brought her on the show to share marketing tactics and insights from Oxygen 8's marketing playbook.  On this Episode of HVAC Marketing Leaders, Ashlei Rolloff and Katrina Koszorek discuss:   Katrina’s journey from graphic design to marketing in the HVAC world  Why she’s ditching outdated sales sheets for dynamic social media campaigns  Leveraging personalized marketing to capture a diverse audience  The art of equipping sales reps with trust-building tools  Embracing the content revolution with bite-sized videos  Networking tips for HVAC professionals—survival kit included  Crafting a customer experience that works round the clock  Finding inspiration beyond HVAC borders for fresh marketing ideas  The intrinsic link between internal culture and external marketing success  Ways to calm in the chaos, of one of the most important events of the year- AHR Expo  Key Actionable Takeaways for HVAC Marketing Leaders:  Integrate versatility into your content calendar for real-time adaptability.  Design marketing materials that evoke emotion and simplicity for impact.  Invest in personal development: attend expos, network, and never stop learning.  Cross-pollinate with the sales team for technically accurate and engaging content.  Harness the power of collectible data through lead magnets for targeted remarketing.  Prioritize branding before marketing — be innovative and embrace change.  In this age of constant evolution, Katrina Koszorek of Oxygen 8 shows us that finding the right blend of innovation, emotion, and strategy is key to a winning HVAC marketing approach. If you are looking for an invigorating discussion that dives deep into modern marketing strategies and how we’re changing the HVAC landscape, listen in.  Recorded live– straight from the show floor at the AHR Expo 2024 in Chicago!

Success on paper doesn't always mean alignment in life. So what happens when you're done pretending everything’s fine?In this episode, Ashlei Rolloff sits down with Kate Ferrian, a former corporate ops leader who now helps high-performing women reconnect to purpose, rebuild confidence, and redefine success on their terms.They cover:How Kate rebuilt her identity after leaving a toxic relationship—and a successful careerWhy traditional leadership models miss the mark for ambitious womenThree tools that help reveal your true leadership strengths: Human Design, Enneagram, Myers-BriggsThe truth about burnout, boundaries, and being “seen” as a woman in leadershipHow five minutes a day can radically shift your self-awareness and impactFor HVAC leaders balancing growth with real life, this episode is a permission slip to stop performing and start aligning.Referenced Links:Kate’s Site: https://www.simplybecomeit.com/Free Confidence Reset: https://www.simplybecomeit.com/confidenceWomen in HVACR: https://www.womeninhvacr.org/“Good leaders will create connection with their teams regardless of the working situation.” – Kate Ferrian

In this kickoff popcorn episode, we flip the mic and put HVAC Marketing Leaders host, Ashlei Rolloff, CEO of Nerd Herd Marketing, in the hot seat. Get ready for a raw, honest, and inspiring conversation about what it really means to lead with heart in an industry that doesn’t always make space for marketers.Ashlei opens up about her journey from corporate life to entrepreneur, balancing leadership and motherhood, and redefining what it means to be a "whole person" at work. She shares candid lessons on imposter syndrome, advocating for marketers, navigating the CEO mindset, and why asking for help is a power move—not a weakness.Whether you’re a marketer, executive, or HVAC leader, this episode will leave you feeling empowered, validated, and ready to own your seat at the table.Connect with Ashlei on LinkedIn: https://www.linkedin.com/in/ashleirolloff/Join our community: Follow HVAC Marketing Leaders for more real-talk conversations with industry trailblazers.

HVAC Marketing Leaders is the podcast for those ready to stop defending marketing—and start proving it. Hosted by Ashlei Rolloff, CEO of Nerd Herd, each episode pulls back the curtain on what actually works in B2B HVAC marketing. This isn’t theory. It’s real-world execution, aligned with sales, and built for impact.