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Ep 31: How Falcon Rebuilt Industrial AI Search Visibility
Falcon’s VP of Marketing & Sales, Krista Short, joins host Chelsea Drusch to share how her team navigated one of the biggest shifts industrial marketers have faced in a decade: the collapse of traditional organic traffic and the rise of AI-driven discovery.
Falcon once relied on a disciplined inbound engine: weekly blogs, tight keyword models, and a well-oiled SEO program. Then 2024 happened. Traffic dropped. MQLs slipped. But the leads that mattered most didn’t budge.
That discrepancy became the catalyst for a complete strategic reset.
Together, Falcon and Weidert Group rebuilt the discovery engine around AI search visibility, commercial-intent content, and new top-of-funnel pathways that actually match how industrial buyers search today.
Three guiding questions anchor this episode:
- What happens when traffic falls but sales stay strong?
- Where are industrial buyers actually discovering solutions in an AI-first world?
- What does a modern content program look like when weekly blogs stop moving the needle?
Krista shares how Falcon shifted from keyword chasing to audience-backed experiments, including digital PR, entity-driven visibility, deep topic ecosystems, and early AEO strategy. She also explains why internal KPIs had to evolve… and why bravery is now a core marketing skill.
EPISODE HIGHLIGHTS:
- 01:00 – Inbound foundations: Falcon’s early SEO success and why it stopped working
- 02:35 – Search intent vs. keywords: how AI reshaped discovery behaviors
- 06:18 – The first red flag: when traffic tanked but sales-ready leads didn’t
- 10:09 – Reallocating resources toward experiments, not routines
- 13:02 – Digital PR, entity visibility, and why sites like Wikipedia matter
- 16:29 – Using clickstream data and sales feedback to shape content ecosystems
- 18:33 – Shifting from keyword calendars to problem-first content ecosystems
- 26:24 – Advice to industrial marketers stepping into the unknown
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/
Krista Short: https://www.linkedin.com/in/kristashort/
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By Weidert GroupFalcon’s VP of Marketing & Sales, Krista Short, joins host Chelsea Drusch to share how her team navigated one of the biggest shifts industrial marketers have faced in a decade: the collapse of traditional organic traffic and the rise of AI-driven discovery.
Falcon once relied on a disciplined inbound engine: weekly blogs, tight keyword models, and a well-oiled SEO program. Then 2024 happened. Traffic dropped. MQLs slipped. But the leads that mattered most didn’t budge.
That discrepancy became the catalyst for a complete strategic reset.
Together, Falcon and Weidert Group rebuilt the discovery engine around AI search visibility, commercial-intent content, and new top-of-funnel pathways that actually match how industrial buyers search today.
Three guiding questions anchor this episode:
- What happens when traffic falls but sales stay strong?
- Where are industrial buyers actually discovering solutions in an AI-first world?
- What does a modern content program look like when weekly blogs stop moving the needle?
Krista shares how Falcon shifted from keyword chasing to audience-backed experiments, including digital PR, entity-driven visibility, deep topic ecosystems, and early AEO strategy. She also explains why internal KPIs had to evolve… and why bravery is now a core marketing skill.
EPISODE HIGHLIGHTS:
- 01:00 – Inbound foundations: Falcon’s early SEO success and why it stopped working
- 02:35 – Search intent vs. keywords: how AI reshaped discovery behaviors
- 06:18 – The first red flag: when traffic tanked but sales-ready leads didn’t
- 10:09 – Reallocating resources toward experiments, not routines
- 13:02 – Digital PR, entity visibility, and why sites like Wikipedia matter
- 16:29 – Using clickstream data and sales feedback to shape content ecosystems
- 18:33 – Shifting from keyword calendars to problem-first content ecosystems
- 26:24 – Advice to industrial marketers stepping into the unknown
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/
Krista Short: https://www.linkedin.com/in/kristashort/