The ChangeOver | by Weidert

Sam Mallikarjunan, co-founder of Agent.ai and keynote speaker, dives into the transformative role of AI in business. He explains how AI agents serve as workforce multipliers, automating tasks like attending meetings and research. Sam emphasizes the urgency for businesses to adopt AI, given its rapid evolution. Listeners gain insights into AI’s direct impact on sales and marketing strategies, streamlining operations and optimizing productivity. He encourages innovation with accessible AI tools, asserting they can empower diverse solutions for the future.

INTRO:Is podcasting worth it for B2B companies? After launching and running The ChangeOver, we’ve learned a lot about what works, what doesn’t, and how to make a podcast fuel your entire marketing content strategy. In this episode, Greg and Kelly share the insights and unexpected lessons they’ve gained from the show, including:How podcasting can replace lost organic traffic and drive brand visibilityWhy thought leadership needs real people, not AI-driven contentThe strategy behind getting internal buy-in from leadership and SMEsWhy a podcast is more than just another marketing channelHow client engagement became one of the biggest unexpected winsEPISODE HIGHLIGHTS:How AI and organic shifts pushed us to invest in thought leadership (02:06)The importance of humanizing thought leadership (04:22)Hidden efficiencies – like creating 25+ content pieces per episode (11:55)Unexpected impact: using episodes to validate and reinforce client strategies (15:18)Who listens to B2B podcasts, and why they’re a valuable engagement channel (24:42)What we measure to track success (30:33)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/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.

INTRO:Industrial marketing budgets have shifted from expense line items to strategic investments in reaching business goals. But before you build a marketing plan around a generic growth target like "we need to grow by 10%," take a step back and ask: Where is that growth going to come from?Existing customers or new customers?Specific business/product/service lines? What customers are most profitable?The answers to these questions will help you allocate resources where they’ll have the greatest impact — ensuring every marketing dollar is working smarter.For marketers who have been around a while, it’s a shift in mindset that may initially give them pause. It’s what our guest, Stacy Bouchard, Marketing Manager at Hawkins Ash CPAs summed up as: “Instead of saying, ‘We need more budget,’ ask, ‘What could we do as an organization if we had five more of our best customers?’”In this episode, Weidert Group President and podcast host Greg Linnemanstons sits down with Stacy, who also has a deep background in industrial marketing strategy, to explore the new paradigm. Together, they discuss how B2B marketers can redefine growth, shift from old habits, and create strategies that drive measurable ROI and meaningful business impact.Listen now to start getting more specific about your growth strategy!EPISODE HIGHLIGHTS:Understanding the need and impact of aligning marketing budgets with overall business goalsLeveraging unified data and buyer behavior monitoringGenerating more ROI by targeting existing customersUsing AI tools to identify underperforming assets, optimizing content, and accurately predicting campaign effectivenessCONNECT 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 & GUEST:Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Stacy Bouchard: https://www.linkedin.com/in/stacybouchard/ Subscribe to The ChangeOver Podcast to stay at the front of the industrial marketing innovation curve.

In this mini-episode of The ChangeOver Podcast, HubSpot Evangelist Kyle Jepson reveals intriguing findings from his recent crowd-sourced experiment comparing website SEO performance with AI search visibility. The results suggest an unexpected inverse relationship between traditional SEO success and AI platform visibility.Episode Highlights:The Experiment Setup (3:03-3:29):Introduction to HubSpot's Website Grader and AI Search Grader toolsHow the community participated in data collectionThe goals behind comparing SEO and AI visibility scoresKey Findings (3:29-5:29):The surprising inverse relationship between SEO and AI scoresWhy technically perfect websites might underperform in AI searchHow AI platforms "read" content differently than search enginesContent Strategy Implications (5:29-7:19):Balancing technical SEO with AI-friendly contentThe importance of addressing specific questionsWhy contextual relevance matters more to AI than technical optimizationMentions: HubSpot’s Website Grader: https://website.grader.com/HubSpot’s AI Visibility Grader: https://www.hubspot.com/ai-search-graderConnect 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: Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/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.

In this episode of The ChangeOver Podcast, host Greg Linnemanstons sits down with Kyle Jepson, HubSpot’s first-ever Evangelist, to explore how brand evangelism can fuel growth in industrial markets. Kyle shares insights on fostering authentic advocacy among employees and customers, emphasizing that true evangelists can't be hired — they must be cultivated and nurtured within your culture.Episode Highlights:Kyle’s Journey to Brand Evangelism (2:3-4:53)From HubSpot support rep to Academy professor to EvangelistHow pandemic-era content creation sparked a movementBuilding an organic community of HubSpot adminsThe role of an evangelist (4:55-6:11)Creating excitement about product features and updatesEngaging with both super-fans and potential churnersBuilding bridges between product teams and usersGrowing vs. hiring evangelists (16:12-21:01)Why authenticity matters more than influenceThe importance of growing evangelists within your cultureFinding natural enthusiasm in frontline employeesFostering an evangelism culture (24:04-32:37)Encouraging employees to share their genuine excitementCreating safe spaces for authentic brand advocacyHow leadership can support organic evangelismConnect 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/Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/ 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.

In this episode of The Changeover Podcast, host Greg Linnemanstons sits down with Ann Franz, Executive Director of the Northeast Wisconsin Manufacturing Alliance (NEWMA). Ann discusses the latest findings from the 15th Annual Manufacturing Vitality Index, Industry 4.0 trends, and strategies to tackle workforce challenges. From insights into how manufacturers are adopting AI and automation to practical advice on improving collaboration, this episode is packed with actionable takeaways for leaders in the manufacturing sector.Episode Highlights:Key Findings from the 2024 Manufacturing Vitality Index:93% of manufacturers report being financially healthy66% expect higher sales in 2025Over 40% plan to hire in Q1 and Q2 of 2025Addressing Workforce Challenges:A decline in companies reporting difficulty finding talent, yet still a challenge (58% vs. 84% the previous year)How upskilling current employees is helping bridge the skills gapInnovative approaches to attract K-12 students to manufacturing careersIndustry 4.0 and the Future of Manufacturing:The rise of generative AI: 67% of companies plan to invest in this technologyThe critical role of cybersecurity, cloud computing, and IoT in modern manufacturingReal-life examples of how VR and AI are transforming training and operationsNotable Quotes:"AI is not going to take your job away, but you'll take the job away of the person who doesn't know how to use AI.""Companies aren't afraid to share and learn from each other because they're not competing just with the guy down the street, but globally."“If you want to go fast, go alone, but if you want to go far, go together.”Get the results of NEWMA’s surveys here:https://newmfgalliance.org/2025-northeast-wisconsin-manufacturing-vitality-index/https://newmfgalliance.org/industry-4-0-talent-technology-survey-2024/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/Guest: Ann Franz, Executive Director of the Northeast Wisconsin Manufacturing Alliance (NEWMA): https://www.linkedin.com/in/ann-franz-81b9424/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.

As labor shortages continue to plague manufacturers, achieving efficiency and higher productivity is critical. AI is helping workers achieve better results and transfer knowledge to the next generation, but we can’t lose the human touch. Greg Linnemanstons interviews Caleb Waack of NEXT AI to discuss how AI integrates with Industry 4.0 and IoT to help eliminate silos and empower front-line operators to make better decisions in real-time — delivering significant ROI and helping the bottom line. Episode Highlights:AI turns data into action: Real-time insights improve decisions (0:29)Bridging labor gaps: AI boosts productivity amid shortages (6:59)IoT + AI: Adds value by interpreting data (2:57)Quantifying expertise: AI actions veteran knowledge for wider use (7:21)Simple integration: AI overlays existing systems without major upgrades (9:26)AI pinpoints issues sooner: Operators can fix problems before they escalate (15:29)Gradual adoption: AI integrates with current systems while keeping humans in control (16:52)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/Guest: Caleb Waack, NEXT AI, https://www.linkedin.com/in/caleb-waack/ 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.

The content marketing landscape is evolving with AI-generated content flooding the internet and users seeking information from trusted human sources. How should you pivot to create content that truly matters and drives results? Weidert Group Strategist and SEO Manager, Chelsea Drusch, and Director of Creative Strategy, Jo Phillip, share practical strategies for evolving your content approach for results in 2025 and beyond.Episode Highlights:The shift from quantity to quality in content strategyHow to identify valuable content opportunitiesBuilding a sustainable content creation processLeveraging AI as a strategic allyCreating content that AI can't replicateMeasuring success beyond traffic metricsConnect with us:Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/ 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 Subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing & sales innovation curve.

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.