The ChangeOver | by Weidert

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 2...

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 optimiza...

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 h...

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 stronge...

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 thro...

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 act...

“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. A...

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, a...

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....

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, Ch...

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 ev...

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 diffe...

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, t...

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...

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...

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...

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 “publ...

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 s...

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...

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...

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 wh...

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 G...

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 ha...

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...

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 visib...