The ChangeOver | by Weidert

Weidert Group
  • 4.3 (12)
  • MARKETING
  • UPDATED BIMONTHLY

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. 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/

    26 min

  2. 12/09/2025

    Ep 32: Why Unified Data Efforts Fail — and How Manufacturers Can Fix It

    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, analytics, leadership, and organizational change, helping manufacturers move beyond spreadsheets and fragmented workflows to build integrated, insight-producing data systems that actually support growth. Together, they unpack the cultural, behavioral, and leadership obstacles that absolutely must be addressed before any technology initiative, certainly including AI, can succeed. EPISODE HIGHLIGHTS: 07:35 – Why manufacturers collect data but can’t use it: Unstructured data and the “gold mine” myth 08:17 – What’s driving urgency now: AI exposes outdated systems. Data + Context = Insight 10:43 – Unified data in marketing & sales: personalization opportunities 13:50 – The #1 reason unification fails: misaligned people 18:15 – Why AI projects collapse: the prerequisite everyone overlooks 22:23 – Identity vs. process: why people resist letting go of “their” spreadsheets 24:16 – Evaluating ROI: friction, opportunity, and the “squishy” middle 29:38 – The first two steps leaders should take to make progress 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: Frank Isca: https://www.linkedin.com/in/frankisca/ Erik Henry: https://www.linkedin.com/in/erik-henry-mba/

    35 min

  3. 11/20/2025

    Ep 31: How Falcon Rebuilt Industrial AI Search Visibility

    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. Traffic dropped. MQLs slipped. But the leads that mattered most didn’t budge. That discrepancy became the catalyst for a complete strategic reset. Together, Falcon and Weidert Group rebuilt the discovery engine around AI search visibility, commercial-intent content, and new top-of-funnel pathways that actually match how industrial buyers search today. Three guiding questions anchor this episode: What happens when traffic falls but sales stay strong? Where are industrial buyers actually discovering solutions in an AI-first world? What does a modern content program look like when weekly blogs stop moving the needle?Krista shares how Falcon shifted from keyword chasing to audience-backed experiments, including digital PR, entity-driven visibility, deep topic ecosystems, and early AEO strategy. She also explains why internal KPIs had to evolve… and why bravery is now a core marketing skill. EPISODE HIGHLIGHTS: 01:00 – Inbound foundations: Falcon’s early SEO success and why it stopped working02:35 – Search intent vs. keywords: how AI reshaped discovery behaviors06:18 – The first red flag: when traffic tanked but sales-ready leads didn’t10:09 – Reallocating resources toward experiments, not routines13:02 – Digital PR, entity visibility, and why sites like Wikipedia matter16:29 – Using clickstream data and sales feedback to shape content ecosystems18:33 – Shifting from keyword calendars to problem-first content ecosystems26:24 – Advice to industrial marketers stepping into the unknownCONNECT 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/ Krista Short: https://www.linkedin.com/in/kristashort/

    30 min

  4. 10/08/2025

    Ep 30: Zero-Click, AI, & the New Search Reality | Navigating Changes in Search Behavior with Dale Bertrand

    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, Chelsea and Dale explore how marketers can adapt by focusing on topical relevance, audience research, and brand reputation inside generative platforms like ChatGPT. From reframing traffic declines as higher-quality leads to balancing SEO with “generative engine optimization,” this conversation helps marketers understand what it takes to stay visible when answers, not links, are the new search results. Whether you’re a strategist rethinking your KPIs, a content creator trying to reach buyers in a zero-click world, or a marketing leader navigating stakeholder expectations, this episode offers clarity, perspective, and practical next steps for thriving in the Age of AI. EPISODE HIGHLIGHTS: 02:17 Dale’s path from software engineering to SEO expert and marketing agency leader 04:30 Why topical relevance now matters more than keyword targeting05:49 Why technical SEO “tricks” no longer work07:41 Balancing technical optimization with audience-first content creation13:00 Zero-click search explained, and why AI platforms are “qualifying” your traffic, not stealing it16:42 Traffic down, revenue up: why quality matters more than volume22:10 Why direct attribution was always a dream, and which metrics matter now28:13 The marketer’s choice: metrics monkey or true strategist33:16 The difference between AEO and GEO (or does terminology even matter?)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/ Dale Bertrand: https://www.linkedin.com/in/dalebertrand/

    38 min

  5. 09/24/2025 · BONUS

    Ep 29 Bonus: Embracing Human-Powered Marketing in the AI Era | INBOUND25 Insights with Becca Hubert

    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/changeoverpodcast CONNECT 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.

    17 min

  6. 09/18/2025 · BONUS

    Ep 29 Bonus: Stop Chasing Clicks. Start Building Trust. INBOUND25 Insights with Candice Meyer

    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.

    19 min

  7. 09/18/2025

    Ep 29: What Inbound 2025 Taught Us About AI, Search, and the New Buyer

    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 Behavior 60%+ 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 Planning Audience 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 Norm Iteration, personalization, and AI assistants are driving modern campaign strategy. 00:22:13 — Inside HubSpot’s New AI Tools Use Breeze Studio, Prospecting Agents, and Unstructured Data — without leaving the platform. 00:26:13 — Final Advice: What to Do Right Now From AI-readiness to change management leadership, our team lays out next steps. RESOURCES HubSpot 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.

    30 min

  8. 08/25/2025

    Ep 28: Audience Research in the Age of AI: Turning Data into Marketing Advantage

    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.

    25 min
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4.3
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About

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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