The ChangeOver | by Weidert

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/changeoverpodcastCONNECT WITH OUR HOST AND GUEST: Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Dale Bertrand: https://www.linkedin.com/in/dalebertrand/

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/changeoverpodcastCONNECT 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.

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.

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 Behavior60%+ 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 PlanningAudience 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 NormIteration, personalization, and AI assistants are driving modern campaign strategy.00:22:13 — Inside HubSpot’s New AI ToolsUse Breeze Studio, Prospecting Agents, and Unstructured Data — without leaving the platform.00:26:13 — Final Advice: What to Do Right NowFrom AI-readiness to change management leadership, our team lays out next steps.RESOURCESHubSpot 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.

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.

INTRO: In this episode, two-time Experience Inbound keynote Jay Acunzo joins Greg Linnemanstons to unpack why mere expertise is now commodified in B2B marketing, and how to reclaim premium positioning by building IP and cultivating human creators, not just creating content.EPISODE HIGHLIGHTS: 03:00 – Two big changes in thought leadership: the need to shift from expertise to IP and from content to creators06:20 – AI and the flashlight analogy: AI’s content tricks are surface-level; real impact comes from human insight09:13 – Crafting your premise: how to frame a core idea that customers will remember and repeat12:08 – Jay’s IP Pyramid: Layer up from your premise with these building blocks for durable IP.18:02 – Managing talent risk: why building creators is a “champagne problem,” and how to turn departures into bragging rights29:30 – The 3-Rung Ladder: using the “Want, Need, Hope” messaging framework to drive understanding, buy-in, and aspirationLinks Mentioned in the Episode:Jay Acunzo: jayacunzo.comExperience Inbound Wisconsin:experienceinbound.comCONNECT 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:Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Jay Acunzo: https://www.linkedin.com/in/jayacunzoListen 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.

INTRO:AI expert Sam Mallikarjunan breaks down what AI agents really are — and why marketers and salespeople should start building their own now.When The ChangeOver Podcast first explored AI agents with Sam, the roster of agents on Agent.ai was a couple hundred. Now, it’s in the thousands. In this 6-minute bonus episode — a highlight from our longer interview with Sam — we revisit the moment that kicked off Weidert Group’s own journey into agentic tools.You’ll hear how these tools are evolving fast, from summarizing meetings to negotiating deals, and why creativity, not code, is what you need to get started.EPISODE HIGHLIGHTS: 00:07 What is an AI agent? AI agents do more than generate content — they act autonomously toward your goals.00:37 – When AI agents started appearingFrom analytics to autonomous action: the journey so far03:58 – Real-world examples of AI agents From chess coaches to sales prospecting: surprising and practical use cases04:25 – Solving the blank page problem Knowing what to build starts by identifying your biggest time sinks. 04:52 – Advice for marketers: Start smallSkip the spam. Focus on problems you actually want solved.06:22 – Don’t wait for perfectImperfection is part of the process. Just start.Mentioned in the episode:Agent.aiThere’s An AI For ThatCONNECT 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:Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Sam Mallikarjunan: https://www.linkedin.com/in/mallikarjunan/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.

INTRO:Quantity-for-quality is the name of the game in 2025. In this snack-size minisode, Chelsea and Jo explain why one deeply researched pillar asset every other month (anchored in first-party SME insight, of course) beats four thin blogs a week. You’ll learn where AI supercharges the workflow (pattern finding, repurposing) and where only human nuance will do.EPISODE HIGHLIGHTS: 00:00│Why “publish more” is dead01:30│Information gain is the name of the game03:15│SMEs: Your army of influencers06:09 | Our AI-powered SME interview process08:10 | The right inputs for successful contentCONNECT 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/Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/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.

INTRO:ESOP Partners had the content. But conversions? Not as much.In this special mini-episode, we revisit standout moments from a previous interview with Eric Strebe, Director of ESOP Consulting at ESOP Partners, who joined The ChangeOver Podcast to share how a thoughtful website strategy transformed their performance.Despite years of authoritative content and solid site traffic, the company struggled to turn visitors into leads. That changed when they partnered with Weidert Group for a strategic UX and content overhaul — one that focused on buyer intent, clarified conversion paths, and reshaped the site's structure around user needs.The results were remarkable:💥 900% increase in SQLs📈 300% increase in MQLs📅 55% increase in consultations“The project was one hundred percent successful... and the cool part is, we’ve sustained those results.” — Eric Strebe🎧 EPISODE HIGHLIGHTS[00:37 – 01:19] The Problem: Content-rich site, low conversions[01:25 – 03:34] Strategic Shift: From redesign to full UX rearchitecture[03:39 – 06:19] Buyer Journey Mapping: Creating paths for multiple personas[8:20 – 09:45] Results: What a 900% increase in SQLs looks likeESOP Partners’ Case Study: https://www.weidert.com/website-seo-case-studyCONNECT 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/ Eric Strebe: https://www.linkedin.com/in/eric-strebe/ 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.

INTRO:A dozen premier speakers unpacked the latest innovations in sales and marketing tactics, tools, and trends at the Experience Inbound 2025 conference. Hear from Weidert Group’s own experts about their biggest “aha” moments and top takeaways.EPISODE HIGHLIGHTS: 02:43 Marketing playbooks are no longer well-defined and old SEO strategies aren’t as relevant. Now, there are new opportunities.14:55 Everyone has access to the same AI tools; the difference is in knowing how to use them to improve the work you already do.15:12 It’s easy to get wrapped up in the tools and tech, but it’s important to remember that people resonate with humans. 26:50 Understand the value of unstructured data and how to capture and leverage it.28:47 It’s easy to get caught up in chasing the new, shiny thing and looking to outside sources — there’s a lot of information already hidden in the data you have. Know how to find it.35:40 Authenticity is the key to getting noticed in a world of artificial intelligence. The strongest and most authentic voices will prevail.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:Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Frank Isca: https://www.linkedin.com/in/frankisca/Reid Trier: https://www.linkedin.com/in/reidtrier/Amanda Retzki: https://www.linkedin.com/in/amandaretzki/ 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.