The ChangeOver | by Weidert

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 profi...

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 HubSpo...

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...

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 pract...

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 operato...

The content marketing landscape is evolving with AI-generated content flooding the internet and users seeking information from trusted human sources. How should you pivot to create content that truly matters and drives results? Weidert Group Strategist and SEO Manager, Chelsea Drusch, and Director of Creative Strategy, Jo Phillip, share practical strategies for evolving your content approach for r...

How do you build B2B brand awareness when traditional SEO and content marketing aren’t performing like they used to? We explore the shift to the new top-of-funnel for industrial marketers, where community-building, collaborative content, and audience intelligence are rising in relevance. We’ll also discuss the effects of AI on search and actionable strategies to build brand awareness in 2025. Epis...

A 900% surge in qualified leads started with one fundamental shift in website strategy. ESOP Partners’ Eric Strebe joins Frank Isca and reveals how they turned high traffic into high-value conversions. If your website has strong traffic but lagging conversions, this episode is your strategic blueprint for driving lead generation. Episode Highlights: Considerations for complex services and lengthy...

Tired of the AI hype? Let’s get practical. Join Greg Linnemanstons and Jo Phillip for a no-nonsense discussion about making AI work in industrial marketing content. No theoretical frameworks—just real strategies from two years in the trenches of AI implementation. Episode Highlights: Reality check: What changed when ChatGPT hit the scene (00:02:10) Supercharge SME interviews and work smarter (00:1...

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 industr...

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 th...

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...

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 i...

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 oper...

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 rig...

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...

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...