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 behind
• 01:57 The “flash flood” of AI-generated content and its impact on marketers
• 05:14 Internal data sources you already have (CRM, analytics, VOC, SME knowledge)
• 12:47 External insights from SEO, reviews, clickstream data, and social listening
• 18:01 How to use AI prompts for faster, more powerful data analysis
• 20:58 Turning disparate data into cohesive audience insights
• 22:01 Pitfalls to avoid: overreliance on one dataset, ignoring human thinking
• 23:42 Making audience research an ongoing practice

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/
• 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.