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 registration
• HubSpot’s Loop Marketing Framework
• Chelsea & Jo’s Audience Research Webinar
• Contact Us about Weidert's Search Visibility Assessment

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 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.