The ChangeOver | by Weidert (Audio)

Weidert Group
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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 operations and more. Within each of these critical areas, we’ll unpack what’s changed, why it’s changed, and what you should do moving forward to meet your business growth goals. Our host, Greg Linnemanstons, has more than 35 years of experience in B2B marketing on both the client and agency sides.

  1. Jul 21

    Ep 40: From AI User to AI Operator: Building Systems That Scale

    SmarterX’s Mike Kaput joins Jo to talk about the build: AI content machines, prospecting at scale, and the shift from doing the work to running the systems. In Part 2 of a conversation with Mike Kaput, Chief Content Officer at SmarterX, Jo Phillip gets into the execution layer: what an AI-assisted content system actually looks like for a lean B2B team, where AI prospecting tools genuinely deliver, and how to build a tool stack without chasing shiny objects. This episode highlights the mindset shift that separates practitioners who stay relevant from those who don’t: moving from doing the work to orchestrating the systems that do it. EPISODE HIGHLIGHTS: 02:06 – The content machine vs. ad hoc AI use: what a repeatable system looks like and why most teams don’t have one 03:50 – Why your limiting factor is no longer production time, and where your effort should go instead 06:27 – Tool stack for a lean team: start with a frontier model and the AI in your existing tools before adding anything new 09:25 – AI-assisted prospecting: what’s working, where teams over-rely on it, and a real example of 250 personalized emails sent in 20 minutes 18:31 – How to evaluate and adopt AI tools without getting burned: the questions most teams skip 20:06 – Agentic AI: why you need a policy before you deploy anything, and the workflow mapping homework required for agents to work 24:50 – The mindset shift: from individual contributor to system orchestrator — and the risks of resisting it QUOTES: “You can literally click a button and, depending on the input — which is the key here — you can get basically unlimited output. So your limiting factor is not time to produce content.” — Mike Kaput “I don’t think you’re probably served on that lean team as sitting in front of a blank page and typing out your thoughts. I’d be moving very fast towards having people interview me or interviewing subject matter experts or capturing all the meetings and calls we have in audio and text form.” — Mike Kaput “You are probably no longer going to predominantly be the one doing the work. You’re going to be orchestrating and managing and overseeing, whether it’s even just systems, a bunch of different chat windows, or probably agents eventually.” — Mike Kaput Links mentioned in this episode: SmarterX AI Academy: https://smarterx.ai/ The Artificial Intelligence Show podcast: https://podcast.smarterx.ai/ 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: Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/ Mike Kaput: https://www.linkedin.com/in/mikekaput/

  2. Jul 7

    Ep 39: Why Your Team Is Ahead of Your Company on AI… and What To Do About It

    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 2026 State of AI for Business report — and the structural gap it reveals between what individual contributors are doing with AI and what their organizations have actually sanctioned. EPISODE HIGHLIGHTS: 04:41 – Why individual AI adoption is ahead of organizational AI adoption, and what that gap costs 07:35 – The SMB’s “worst of both worlds” problem: why mid-market companies get stuck, with only 14–16% reaching scaling 10:38 – AI native, AI emergent, or obsolete: the three-category framework every SMB leader needs to hear 11:13 – Why “our data isn’t ready” isn’t the barrier leaders think it is — and what you can do today without involving proprietary data 14:08 – The three-tier AI tech stack: existing tools, frontier models, and specialized platforms, plus why sequence matters 18:04 – AI literacy before AI tools: why spending millions on software doesn’t help teams that still use AI like a search engine 24:47 – Why 58% of professionals want workflow integration training even more than prompting guidance — the shift from tactics to operations 28:28 – The workflow documentation step you can’t afford to skip 32:26 – The three moves a mid-market sales and marketing leader should make this week to get out of the silos and start building real AI infrastructure LINKS: https://smarterx.ai/reports/2026-state-of-ai-for-business https://academy.smarterx.ai https://smarterx.ai/ 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: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Mike Kaput – https://www.linkedin.com/in/mikekaput/

  3. Jun 23

    Ep 38: The YouTube B2B Practitioner’s Playbook with Kyle Denhoff

    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 optimization, AEO strategy, getting camera-shy technical experts on camera, scrappy repurposing workflows, and a three-step plan for practitioners ready to start or restart their YouTube presence. EPISODE HIGHLIGHTS: 02:14 — Channel structure: why YouTube thinks like TV and what that means for B2B channel design03:54 — Playlists as content clusters: the two models Kyle uses to organize for algorithms and audience07:07 — YouTube Studio essentials: the three metrics that actually predict algorithm traction (CTR, average view duration, engagement)10:16 — Title and thumbnail strategy: why Kyle’s team builds the brief around packaging first, content second12:12 — Answer engine optimization (AEO): how YouTube content is being cited by LLMs, and what that means for your content brief19:19 — Content strategy prioritization: demand capture vs. brand awareness and why Kyle always starts at the bottom of the funnel22:52 — Getting camera-resistant SMEs on video: why interview formats outperform scripted solo content for reluctant experts24:28 — Repurposing on a tight budget: the studio-day model, Opus Clip, Descript, and the transcript-to-LinkedIn workflow28:06 — Measurement: quality signals vs. performance metrics, and why the first 24 hours matter more than you think30:44 — The 3-step practitioner plan: audit, commit to one series, publish every two weeks for three monthsQUOTES FROM THE EPISODE: “YouTube treats channels like individual shows. They need consistent talent, consistent format, consistent release schedule — because audiences prefer consistency.” — Kyle Denhoff “You don’t need the charismatic, loud host to be successful on these platforms. You want someone who’s educational, has lived experience, and can share stories, mental models, and results.” — Kyle Denhoff “The transcript immediately goes into Google Drive, and our team uses it as foundational material for an upcoming newsletter or blog post.” — Kyle Denhoff MENTIONED IN THE EPISODE: Express Stage of Loop Marketing: https://www.youtube.com/watch?v=AHLTRBiJWu0 CONNECT WITH OUR HOST AND GUEST: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Kyle Denhoff – https://www.linkedin.com/in/kyledenhoff/ 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

  4. Jun 10

    Ep 37: The Executive Case for YouTube in B2B Marketing with HubSpot’s Kyle Denhoff

    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 how YouTube works as a discovery engine, an answer engine optimization (AEO) channel, and an anchor for a full-funnel content system — and what B2B marketing leaders need to decide before they invest. EPISODE HIGHLIGHTS: 01:35 – The cost of treating YouTube as a parking lot: why channels without strategy generate almost no viewership or discovery 03:24 – YouTube’s scale: last year Nielsen reported YouTube generates more streams than Disney Plus and Netflix combined on U.S. televisions, and it's now a primary source for AI-cited content 05:51 – YouTube and AEO: HubSpot data shows LLMs are consistently citing three channels in B2B queries: Reddit, LinkedIn, YouTube 08:30 – LLMs seek consensus across sources: the shift from single-keyword blog strategies to intentional multi-channel publishing 09:29 – Format matters by channel (the “no copy-paste” rule): Reddit demands no promo, LinkedIn favors individual voices, YouTube earns trust through expertise on camera 11:33 – How YouTube maps to the full buyer journey: awareness, consideration, and conversion use cases, with examples from HubSpot’s channel architecture 13:12 – YouTube as a content anchor: why it’s easier to turn a YouTube video into a blog post than the reverse, and how one 8–10 minute video generates a full library of assets 17:35 – The organizational shift: what it takes to move from “do more video” to a video-first content strategy 21:33 – The team you need: on-camera expert, producer, and editor — and why the producer role is often underestimated 22:12 – Making the ROI case: UTMs, QLs, influenced MRR, and how to frame brand-building value when direct attribution isn’t available 25:28 – Time horizon: 9–12 months for a B2B YouTube channel to compound, and what early signals to watch for while you wait 39:28 – Three decisions before you invest: business objective, proof your buyers are there, and commitment to format and resourcing NOTABLE QUOTES: “YouTube is a massive media company with distribution into the family television to the search engines. If you’re looking to get visibility for your company and your products, you have to be there.” — Kyle Denhoff “LLMs are lazy readers. We have to draw the thread for them — the link in the description has to point back to our product or service that has to do with this video.” — Kyle Denhoff (quoting HubSpot's head of growth, Aja Frost) “It’s really hard to turn a blog post into a YouTube video. It’s a lot easier to turn a YouTube video into a blog post.” — Kyle Denhoff Links mentioned in the episode: HubSpot AEO Grader (free tool): https://www.hubspot.com/aeo-grader vidIQ: vidiq.com Riverside: riverside.fm Descript: descript.com Opus Clip: opus.pro 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: Jo Phillip – https://www.linkedin.com/in/jo-phillip-writer/ Kyle Denhoff – https://www.linkedin.com/in/kyledenhoff/

  5. Apr 9

    Ep 36: The Express Stage of Loop Marketing: Building a Scalable AI-Ready Foundation

    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 stronger foundation. The conversation centers on the Express stage of Loop Marketing: how to define an ICP using real customer data, how brand guidelines must evolve beyond visuals into usable systems, and how a solid foundation is what makes AI actually work. Kyle and Kelly also explore how teams can move from one-off campaigns to an always-on, multi-channel approach — and why centralizing brand and messaging inside your core tools is what separates scalable marketing from AI-powered chaos. If your traffic is dropping, your costs are rising, and AI isn't delivering the results you expected, this episode explains why — and where to start. EPISODE HIGHLIGHTS 02:26 — Why marketers are asking "what changed?" The shift in buyer behavior over the past 3–4 years and why the old inbound playbook no longer delivers 03:55 — From campaigns to always-on marketing: Why Loop Marketing replaces linear campaigns with a continuous, AI-powered growth engine 04:29 — What the Express stage actually is: The foundational phase focused on defining your audience and building a consistent brand system 06:44 — Building a real ICP (not assumptions): How to use customer conversations, transcripts, and data to identify pain points and target the right audience 08:47 — The evolution of the brand style guide: Why positioning guidelines must include tone, messaging, and channel-specific execution — not just visuals 09:14 — Turning one piece of content into many: How HubSpot uses transcripts and AI to remix content across blogs, social, email, and more 12:54 — Why AI outputs fall short without strong inputs: The importance of feeding AI the right context to avoid generic, ineffective marketing 16:45 — Avoiding AI chaos inside teams: Why centralizing brand and messaging systems of record prevents inconsistency at scale 23:41 — The shift to multi-channel marketing: How HubSpot expanded into channels like YouTube to adapt to changing audience behavior 31:56 — Where to start with Express tomorrow: Kyle's three-step approach 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: Kelly Wilhelme –https://www.linkedin.com/in/kellywilhelme/ Kyle Denhoff – https://www.linkedin.com/in/kyledenhoff/

  6. Mar 26

    Ep 35: From Random Acts of Marketing to a Scalable Growth Engine

    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 through exactly what it takes to replace that pattern with a systems-driven growth engine that compounds over time. The conversation covers how buyer behavior has changed, why the traditional inbound playbook is losing effectiveness, and why personalization at scale is nearly impossible without a connected foundation. Nicole and Frank then lay out the full architecture of a growth engine: four non-negotiable foundational elements that must be in place before the engine can run, and three always-on tracks that keep it moving once it does. If your team feels like it's working harder than ever but still struggling to build consistent pipeline momentum — and you want a clear picture of what to do about it — this episode delivers both the "why" and the "how." EPISODE HIGHLIGHTS: 01:43 — Why the old playbook is breaking down: What used to work in inbound marketing is no longer producing traffic and leads the way it once did. 03:00 — What random acts of marketing really look like: Campaigns, trade show support, sales collateral, leadership decks — lots of activity, unclear impact. 06:07 — Foundation #1, brand and style: Nailing your ICP, personas, value proposition, and messaging before anything else — and why most companies think they have this figured out when they don't. 11:41 — Foundation #2, growth playbook: Setting strategy for search visibility, content, conversion, nurturing, segmentation, and reporting. 14:04 — Foundation #3, data and tech enablement: Why clean, connected data has to come before you scale anything. 15:28 — Foundation #4, the website's real job: Conversion paths, personalization, entry points beyond the home page — and why your site should function as a distribution center, not a brochure. 18:04 — Track 1, core marketing presence: The "great compounder" that raises all ships — and why companies chronically underfund it. 20:35 — Track 2, market activation campaigns: How ABM and vertical campaigns work when track one is solid. 21:56 — Track 3, operational optimization (RevOps): The preventive maintenance that keeps the engine running. 24:18 — Where to start: Frank's foundational audit advice. 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: Nicole Mertes – https://www.linkedin.com/in/nicolemertes/ Frank Isca – https://www.linkedin.com/in/frankisca/

  7. Feb 25

    Ep 34: How to Win the Zero-Click Future with Amanda Natividad

    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 actually do now? They explore how zero-click dynamics and AI-driven search are stripping away the illusion of perfect attribution, and in the process, pushing marketing back toward fundamentals that were never optional to begin with. From AI visibility (not rankings), to why gating content can sabotage discoverability, to the growing importance of taste, craft, and clarity, this episode reframes modern marketing as both more human and more demanding than before. For industrial B2B teams navigating AI search, skeptical executives, and shrinking data certainty, this episode offers a practical mindset shift — and a reminder that “doing good marketing” is no longer a cliché. It’s the strategy. EPISODE HIGHLIGHTS: [02:53] What AI visibility really means: why “ranking” in AI isn’t a real metric [04:53] The least-worst AI metric: tracking visibility percentage instead of position [06:17] How gated content hurts AI discoverability: when hiding information backfires [08:14] Creativity returns to marketing: less attribution, more freedom (and responsibility) [10:16] The most important skill in the age of AI: developing taste, judgment, and craft [13:39] The metric Amanda would remove: Why impressions beat referral traffic [17:14] What marketers will regret in five years: Neglecting writing, editing, and creative skills 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: Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Amanda Natividad: https://www.linkedin.com/in/amandanat/ CHECK OUT SPARKTORO: https://sparktoro.com/ SPARKTORO BLOG: https://sparktoro.com/blog/

  8. Feb 11

    Ep 33: Zero-Click Marketing & the End of Click-Based ROI with Amanda Natividad

    “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. Amanda breaks down what zero-click marketing really means, why platforms are structurally designed to keep users on-platform, and how this shift forces marketers to rethink attribution, ROI, and success metrics altogether. Drawing on SparkToro’s research and her own decade-plus career in the trenches, she makes a compelling case for moving beyond click obsession toward impressions, visibility, and value on investment (VOI). For industrial B2B marketers facing skeptical stakeholders, shrinking organic reach, and unreliable analytics, this episode offers clarity and a healthier, more realistic way forward. EPISODE HIGHLIGHTS: [09:11] What zero-click marketing actually means: Delivering value in-platform instead of forcing traffic elsewhere [10:07] Why clicks are disappearing: How Google, social platforms, and AI tools incentivize staying put [13:56] Why attribution is breaking down: Dark social, hidden referrals, and misleading “direct” traffic [17:34] From ROI to VOI: Measuring marketing impact through business-wide value, not just conversions [21:56] How industrial marketers should reframe success: Visibility, impressions, and brand lift as leading indicators 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: Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Amanda Natividad: https://www.linkedin.com/in/amandanat/ CHECK OUT SPARKTORO: https://sparktoro.com/ SPARKTORO BLOG: https://sparktoro.com/blog/

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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 operations and more. Within each of these critical areas, we’ll unpack what’s changed, why it’s changed, and what you should do moving forward to meet your business growth goals. Our host, Greg Linnemanstons, has more than 35 years of experience in B2B marketing on both the client and agency sides.

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