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.