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 connection
• 04:34 – The Loop Marketing framework and why it resonated with content strategists
• 06:10 – Copywriter to strategist: surviving the rise of generative AI
• 08:18 – “Fish are friends, not food.” — Treating AI as a creative partner, not a threat
• 09:46 – The importance of standing out in a “sea of sameness”
• 10:45 – Personalization at scale: using AI to speak to real pain points
• 11:54 – Jet ski vs cruise ship: Why small, scrappy teams may have the edge
• 13:22 – Purpose-driven marketing: how mission-based messaging unlocked PR success

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/ 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.