The ChangeOver | by Weidert

How do you build B2B brand awareness when traditional SEO and content marketing aren’t performing like they used to? We explore the shift to the new top-of-funnel for industrial marketers, where community-building, collaborative content, and audience intelligence are rising in relevance. We’ll also discuss the effects of AI on search and actionable strategies to build brand awareness in 2025.Episode Highlights:The rise of Brand Awareness 3.0 [2:13]Impact of AI on brand visibility [6:47]Changing buyer demographics [7:01]Signs you’re lacking brand awareness [7:47]Brand Awareness 3.0 tactics [10:56]The role and importance of community-building [23:30]Why you need collaborative content [12:31]Measuring success without traditional metrics [17:15]Top 3 recommendations for building brand awareness in 2025 [21:24]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/Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/Mentions & H/Ts: Steve Patti: https://www.linkedin.com/in/stevepatti/ SparkToro audience intelligence: https://sparktoro.com/ Peter Caputa of Databox: https://www.linkedin.com/in/pc4media/ Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

A 900% surge in qualified leads started with one fundamental shift in website strategy. ESOP Partners’ Eric Strebe joins Frank Isca and reveals how they turned high traffic into high-value conversions. If your website has strong traffic but lagging conversions, this episode is your strategic blueprint for driving lead generation.Episode Highlights:Considerations for complex services and lengthy buyer journeys (00:05:20)Breaking the “expertise showcase” paradigm: Why high-authority content alone doesn’t convert (00:05:51)Strategic pivot: Architecting user journeys for multiple B2B personas (00:11:20)Conversion psychology: How reframing a consultation offer transformed lead quality (00:20:07)ROI validation: Sustaining a 55% increase in qualified consultations (00:24:34)For B2B marketing and sales leaders, especially those in complex industries, this episode delivers clarity on transforming educational website content to build a lead generation engine. Eric shares how ESOP Partners’ website evolved from a decade-strong thought leadership platform to a lead conversion system that guides multiple stakeholder personas—from business owners to financial advisors—through their unique buyer journeys.Resources:Website strategy case study: https://www.weidert.com/website-seo-case-studyLearn about the transformative potential of employee ownership through an employee stock ownership plan (ESOP) at https://www.esoppartners.com/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/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 innovation curve.

Tired of the AI hype? Let’s get practical. Join Greg Linnemanstons and Jo Phillip for a no-nonsense discussion about making AI work in industrial marketing content. No theoretical frameworks—just real strategies from two years in the trenches of AI implementation.Episode Highlights:Reality check: What changed when ChatGPT hit the scene (00:02:10)Supercharge SME interviews and work smarter (00:10:57)Paradigm shift: personalization at scale (00:19:55)Quality control is crucial in the AI age (00:26:47)Ethics and human accountability in AI content (00:30:05)If you’re a marketing or sales leader who needs to separate AI fact from fiction, this episode is your playbook. Jo brings 20 years of writing background plus boots-on-the-ground experience in AI implementation to help you navigate this transformation.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/Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/Ready to make AI work for your industrial marketing strategy? Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts.

In this special edition of The ChangeOver Podcast, Chelsea Drusch and Nicole Mertes share their insights from INBOUND 2024, discussing how the latest trends in marketing technology and strategy apply specifically to industrial sales and marketing professionals.Episode Highlights:The role of AI in enhancing industrial marketing efforts (00:05:09)Shifting search trends and their impact on industrial content strategies (00:09:31)The growing importance of individual thought leadership in B2B marketing (00:11:02)Rethinking content creation with an audience-first approach (00:21:11)Leveraging unified data for personalized industrial marketing campaigns (00:24:10)Chelsea and Nicole offer practical insights on how industrial teams can apply these learnings to their unique business growth challenges and opportunities.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 hosts: Nicole Mertes: https://www.linkedin.com/in/nicolemertes/Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts for up-to-the-minute insights for industrial marketing and sales professionals.

The ChangeOver Podcast host Greg Linnemanstons and RevOps expert Rick Kranz discuss the real-world impact of AI on B2B sales. They examine how AI tools are already helping to amplify human skills, allowing salespeople to focus on relationship-building and deal-closing.Episode Highlights:How Rick went from sales-AI skeptic to enthusiast: 00:02:29AI research agents, their capabilities, and how they transform the work of salespeople: 00:05:48Streamlining email management with AI: 00:11:19The impact of personalizing cold outreach at scale: 00:16:15Notebook LM and its applications for sales insights: 00:18:01Listeners will get insights into:Using AI for efficient, thorough prospect researchImproving sales emails with AI assistanceImplementing tools including a sales research agent and Google’s Notebook LMStriking the right balance between AI capabilities and human expertiseSales leaders and high-performing salespeople, get a glimpse of the AI sales transformation that’s already underway.Connect with us:LinkedIn: linkedin.com/company/weidert-group/Instagram: instagram.com/weidertgroup/Facebook: facebook.com/weidertgroupX: x.com/WeidertGroupYouTube: youtube.com/@WeidertWebsite: weidert.com/changeoverpodcastFollow our Hosts:Rick Kranz: https://www.linkedin.com/in/rickkranz/Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay updated with every episode!

The ChangeOver Podcast host Greg Linnemanstons sits down with Director of RevOps, Rick Kranz, to reveal how CRM automation transforms industrial sales processes. Discover why so many leads fall through the cracks with traditional B2B sales methods, and how automation can seal the gaps, improve efficiency, and drive more revenue without overwhelming your team.Episode Highlights:How Rick went from running a sales team to becoming a RevOps expert: 00:01:15Key benefits of automating sales processes in B2B: 00:05:41Tools and platforms driving automation in today’s industrial landscape: 00:12:07Practical advice for B2B teams on implementing sales automation: 00:13:28Dig into the details with Greg and Rick to start identifying and fixing the holes in your industrial sales processes — and start making the most of every sales lead.Connect with us:LinkedIn: linkedin.com/company/weidert-group/Instagram: instagram.com/weidertgroup/Facebook: facebook.com/weidertgroupX: x.com/WeidertGroupYouTube: youtube.com/@WeidertWebsite: weidert.com/changeoverpodcastFollow our Hosts:Rick Kranz: https://www.linkedin.com/in/rickkranz/Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!

Video content has gone from pricey luxury to an accessible — and essential — tool for industrial marketers. In this episode, host Greg Linnemanstons and guest Meg Hoppe, VP of Creative at Weidert Group, discuss how to create impactful video content that drives results for industrials.With more than two decades of experience in creative, Meg shares her insights on video marketing’s evolution and its growing importance in the industrial sector. Get ready for a podcast episode that’s packed with practical advice for marketers ready to leverage the power of video, no matter your budget or level of technical expertise.Episode Highlights:Evolution of video marketing, from costly and rarely-used to an essential tool – 00:01:34Overcoming common objections and developing your video content plan – 00:03:41Building trust with authenticity by featuring the right SMEs – 00:08:38Delivering value and the experiences viewers want – 00:09:20Practical tips for getting started right now – 00:16:16Whether you’re just starting to explore video marketing or ready to refine your approach, get the knowledge, confidence, and practical tips to start leveraging video in your marketing strategy today.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/Meg Hoppe: https://www.linkedin.com/in/meghoppe/

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.

SEO isn’t dead — and yet, marketers everywhere are seeing evidence that their old traffic-focused strategies aren’t as effective as they used to be.For industrial marketers, who often work in industries with complex buyer journeys and long sales cycles, shifting the emphasis from “all the traffic” to “optimal traffic” can make for a challenging pivot.What does that mean for your SEO strategy right now, and what should you focus on moving forward?In this episode of The ChangeOver Podcast, host Greg Linnemanstons, President of Weidert Group, is joined by Chelsea Drusch, Strategist and SEO Manager, to explore the current state of SEO for industrial marketers.Episode Highlights:Evolution of SEO, from traffic-centric to conversion-focused strategies – 01:55:12Adapting to change – emphasizing high-intent keywords and the importance of user experience – 14:27:22SEO’s place within an overall marketing strategy – 20:30:07The role of AI and user behavior signals in shaping future SEO tactics – 23:27:13Listen in with Greg and Chelsea for ways you can take immediate action to help ensure your SEO efforts keep generating revenue, and protect and advance your competitive position.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/Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!

Explores how website strategies are adapting to fragmented buyer journeys and changing user behaviors in industrial marketing.In this episode of The ChangeOver Podcast, host Greg Linnemanstons, President of Weidert Group, is joined by Kelly Wilhelme, Director of Marketing, to discuss the transforming role of websites in today's industrial marketing landscape.The ChangeOver Podcast takes its name from the quick transitions manufacturing plants must make when switching production lines. An agile, efficient changeover minimizes downtime, improves productivity, and helps businesses maximize ROI on equipment and people investments.The industrial marketing landscape is rapidly evolving, and websites are at the forefront of this change. Yesterday's strategies are losing effectiveness, and new, more impactful approaches are emerging. Marketers who successfully pivot will embrace learning, experimentation, and agility moving forward.Episode Highlights:The shift from websites as traffic generators to welcome mats for visitorsAdapting to fragmented buyer journeys and changing user behaviorsThe impact of AI on content creation and search resultsStrategies for creating unique, valuable content that stands outThe importance of aligning SEO and user experience (UX)Rethinking gated content and lead generation strategiesThe episode concludes with practical advice for industrial marketers on adapting their website strategies to meet the demands of today's digital landscape. The ChangeOver Podcast is your platform for insights, learning, and adapting to the rapid transformations in industrial marketing and sales.Listeners are encouraged to submit topics for future episodes to the Weidert Group team:LinkedIn: linkedin.com/company/weidert-group/Instagram: instagram.com/weidertgroup/Facebook: facebook.com/weidertgroupX: x.com/WeidertGroupYouTube: youtube.com/@WeidertWebsite: weidert.com/changeoverpodcastConnect with our host and guest:Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Join us on this journey of exploration and growth in the industrial marketing landscape. Subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts and never miss an episode!