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. 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/

    34 min

  2. 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/

    30 min

  3. 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/

    20 min

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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
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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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