The ChangeOver | by Weidert

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 connection04:34 – The Loop Marketing framework and why it resonated with content strategists06:10 – Copywriter to strategist: surviving the rise of generative AI08:18 – “Fish are friends, not food.” — Treating AI as a creative partner, not a threat09:46 – The importance of standing out in a “sea of sameness”10:45 – Personalization at scale: using AI to speak to real pain points11:54 – Jet ski vs cruise ship: Why small, scrappy teams may have the edge13:22 – Purpose-driven marketing: how mission-based messaging unlocked PR successCONNECT 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/changeoverpodcastCONNECT 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 ElevityCONNECT 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 Behavior60%+ 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 PlanningAudience 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 NormIteration, personalization, and AI assistants are driving modern campaign strategy.00:22:13 — Inside HubSpot’s New AI ToolsUse Breeze Studio, Prospecting Agents, and Unstructured Data — without leaving the platform.00:26:13 — Final Advice: What to Do Right NowFrom AI-readiness to change management leadership, our team lays out next steps.RESOURCESHubSpot User Group registrationHubSpot’s Loop Marketing FrameworkChelsea & Jo’s Audience Research WebinarContact Us about Weidert's Search Visibility AssessmentCONNECT 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 behind01:57 The “flash flood” of AI-generated content and its impact on marketers05:14 Internal data sources you already have (CRM, analytics, VOC, SME knowledge)12:47 External insights from SEO, reviews, clickstream data, and social listening18:01 How to use AI prompts for faster, more powerful data analysis20:58 Turning disparate data into cohesive audience insights22:01 Pitfalls to avoid: overreliance on one dataset, ignoring human thinking23:42 Making audience research an ongoing practiceCONNECT 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 creators06:20 – AI and the flashlight analogy: AI’s content tricks are surface-level; real impact comes from human insight09:13 – Crafting your premise: how to frame a core idea that customers will remember and repeat12:08 – 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 rights29:30 – The 3-Rung Ladder: using the “Want, Need, Hope” messaging framework to drive understanding, buy-in, and aspirationLinks Mentioned in the Episode:Jay Acunzo: jayacunzo.comExperience Inbound Wisconsin:experienceinbound.comCONNECT 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/jayacunzoListen 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 appearingFrom analytics to autonomous action: the journey so far03:58 – Real-world examples of AI agents From chess coaches to sales prospecting: surprising and practical use cases04:25 – Solving the blank page problem Knowing what to build starts by identifying your biggest time sinks. 04:52 – Advice for marketers: Start smallSkip the spam. Focus on problems you actually want solved.06:22 – Don’t wait for perfectImperfection is part of the process. Just start.Mentioned in the episode:Agent.aiThere’s An AI For ThatCONNECT 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 dead01:30│Information gain is the name of the game03:15│SMEs: Your army of influencers06:09 | Our AI-powered SME interview process08:10 | The right inputs for successful contentCONNECT 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 likeESOP Partners’ Case Study: https://www.weidert.com/website-seo-case-studyCONNECT 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 era07:54 How humility, empathy, and curiosity drive sustainable growth09:23 How AI changes the pace of learning, but organizations must be careful not to confuse efficiency with effectiveness09:46 Where leaders should rethink — not remove — the human role alongside technology20:01 How businesses can thrive amid disruption — not by chasing trends, but by recommitting to the basics21:33 Why it’s crucial to understand that AI is not a strategy — it’s a tool24:40 What the Industrial Revolution can teach us about embracing AI and adapting to labor shiftsDisruption 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 togetherWhat it takes to segment smartly without overwhelming your databaseWhy 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} tokensHow AI is helping to scale personalization without losing the human touchWhat opens, clicks, and vanity metrics aren’t telling you and how to track real actions insteadSo, 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 gameWhy monitoring AI traffic to your website is essentialAnalytics that actually matter (5:34 – 8:19) [I won't tell you what mine are]Why top-line traffic metrics can be deceivingHow to think about reporting in a changing digital environmentLeveraging 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 audienceUsing AI to identify gaps in your content strategyContent planning for scrappy B2B teamsAI-powered content repurposingAchieving stakeholder buy-in (17:22 – 19:58) [Once you've got that foundation in place]How to get buy-in for content marketing initiativesWhy executives prefer finite projects over endless programsIntentional, strategic choices for impactStrategic paid promotion (20:18 – 22:35) [So let's go back to paid ads real quick.]Focusing ad spend where conversion rates show successCONNECT 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 headcountReal-world applications of AI (10:45 - 12:06)Sam shares examples, like AI attending meetings for him, automating research, and summarizing key takeawaysAI’s impact on sales and marketing workflows (15:14 - 18:10)Key ways AI-powered tools streamline operations, reduce inefficiencies, and optimize RevOps strategiesThe 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 visibilityWhy thought leadership needs real people, not AI-driven contentThe strategy behind getting internal buy-in from leadership and SMEsWhy a podcast is more than just another marketing channelHow client engagement became one of the biggest unexpected winsEPISODE 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 goalsLeveraging unified data and buyer behavior monitoringGenerating more ROI by targeting existing customersUsing AI tools to identify underperforming assets, optimizing content, and accurately predicting campaign effectivenessCONNECT 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 toolsHow the community participated in data collectionThe goals behind comparing SEO and AI visibility scoresKey Findings (3:29-5:29):The surprising inverse relationship between SEO and AI scoresWhy technically perfect websites might underperform in AI searchHow AI platforms "read" content differently than search enginesContent Strategy Implications (5:29-7:19):Balancing technical SEO with AI-friendly contentThe importance of addressing specific questionsWhy contextual relevance matters more to AI than technical optimizationMentions: HubSpot’s Website Grader: https://website.grader.com/HubSpot’s AI Visibility Grader: https://www.hubspot.com/ai-search-graderConnect 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/changeoverpodcastConnect 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 EvangelistHow pandemic-era content creation sparked a movementBuilding an organic community of HubSpot adminsThe role of an evangelist (4:55-6:11)Creating excitement about product features and updatesEngaging with both super-fans and potential churnersBuilding bridges between product teams and usersGrowing vs. hiring evangelists (16:12-21:01)Why authenticity matters more than influenceThe importance of growing evangelists within your cultureFinding natural enthusiasm in frontline employeesFostering an evangelism culture (24:04-32:37)Encouraging employees to share their genuine excitementCreating safe spaces for authentic brand advocacyHow leadership can support organic evangelismConnect 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 healthy66% expect higher sales in 2025Over 40% plan to hire in Q1 and Q2 of 2025Addressing 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 gapInnovative approaches to attract K-12 students to manufacturing careersIndustry 4.0 and the Future of Manufacturing:The rise of generative AI: 67% of companies plan to invest in this technologyThe critical role of cybersecurity, cloud computing, and IoT in modern manufacturingReal-life examples of how VR and AI are transforming training and operationsNotable 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.