HVAC Leaders

HVAC Leadership Isn’t Built in the Office: Greg Crumpton on the Power of Showing Up

How do you evolve from technician to executive without losing the soul of your work?

In this episode, Ashlei talks with Greg Crumpton—HVAC veteran, founder of Airtight Mechanical, Executive Advisor at Service Logic, and a true advocate for the skilled trades.

Greg opens up about his 40+ year journey through the HVAC industry and how leadership today requires something different: empathy, proximity, and purpose. From retention strategies that don’t involve signing bonuses, to bridging generational gaps and making skilled trades more visible, this conversation is a wake-up call for owners, executives, and marketers alike.

They talk about:

• Letting go of your old identity to lead with intention

• How to stop losing good people (and what loyalty actually looks like)

• The power of shared experiences between office and field

• Making skilled trades attractive to the next generation

• Why visibility matters more than perfection in workforce messaging

Plus, Greg shares the story behind his book Deep Knowledge, and what’s coming next in Deep Earth Knowledge.

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The AI wave is here. Banning it isn’t the answer—leading it is. In this episode of HVAC Marketing Leaders, Zac Engler shares how sales and marketing teams in HVAC and manufacturing can embrace AI tools responsibly to boost performance and eliminate friction.

Zac unpacks the emerging issue of shadow AI and what leaders can do to get ahead of it with smart policies and practical adoption strategies. You’ll hear real-world examples of how AI is already enhancing productivity, helping teams move faster, and making better decisions.

If you’re a marketing leader, CEO, or sales manager wondering how to balance risk with innovation, this conversation will give you the roadmap to lead smarter, safer AI adoption in your business.

What we cover in this episode:

• Why banning AI is a short-sighted strategy

• How to build safe AI guardrails for your team

• Examples of AI in HVAC sales and marketing

• What shadow AI is and how to manage it

• Why the future is about AI-assisted humans, not AI replacements

• Advice for organizations stuck in digital hesitation

  
  

More from Zac Engler:

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Connect with Zac Engler on LinkedIn: https://www.linkedin.com/in/zacengler/

Connect with Ashlei on LinkedIn:
https://www.linkedin.com/in/ashleirolloff/

In this kickoff popcorn episode, we flip the mic and put HVAC Marketing Leaders host, Ashlei Rolloff, CEO of Nerd Herd Marketing, in the hot seat. Get ready for a raw, honest, and inspiring conversation about what it really means to lead with heart in an industry that doesn’t always make space for marketers.

Ashlei opens up about her journey from corporate life to entrepreneur, balancing leadership and motherhood, and redefining what it means to be a "whole person" at work. She shares candid lessons on imposter syndrome, advocating for marketers, navigating the CEO mindset, and why asking for help is a power move—not a weakness.

Whether you’re a marketer, executive, or HVAC leader, this episode will leave you feeling empowered, validated, and ready to own your seat at the table.

Connect with Ashlei on LinkedIn: https://www.linkedin.com/in/ashleirolloff/

Join our community: Follow HVAC Marketing Leaders for more real-talk conversations with industry trailblazers.

HVAC Marketing Leaders is the podcast for those ready to stop defending marketing—and start proving it.

Hosted by Ashlei Rolloff, CEO of Nerd Herd, each episode pulls back the curtain on what actually works in B2B HVAC marketing.

This isn’t theory. It’s real-world execution, aligned with sales, and built for impact.

Are you ready to breathe new life into your HVAC marketing strategies and connect with a younger, more tech-savvy demographic? 

With the HVAC industry rapidly evolving, traditional marketing techniques are giving way to innovative approaches that leverage social media, podcasting, and immersive brand experiences. This seismic shift is not only reshaping how companies reach new customers but is redefining the fabric of internal marketing to energize teams and drive engagement. 

Today we welcome Katrina Koszorek, Marketing Manager at Oxygen 8, who brings a fresh perspective to HVAC marketing. With eight years in the industry, her ascent from a Junior Graphic Designer to a Marketing Manager is a story of innovation and adaptability. We brought her on the show to share marketing tactics and insights from Oxygen 8's marketing playbook. 

On this Episode of HVAC Marketing Leaders, Ashlei Rolloff and Katrina Koszorek discuss:  

• Katrina’s journey from graphic design to marketing in the HVAC world 

• Why she’s ditching outdated sales sheets for dynamic social media campaigns 

• Leveraging personalized marketing to capture a diverse audience 

• The art of equipping sales reps with trust-building tools 

• Embracing the content revolution with bite-sized videos 

• Networking tips for HVAC professionals—survival kit included 

• Crafting a customer experience that works round the clock 

• Finding inspiration beyond HVAC borders for fresh marketing ideas 

• The intrinsic link between internal culture and external marketing success 

• Ways to calm in the chaos, of one of the most important events of the year- AHR Expo 

Key Actionable Takeaways for HVAC Marketing Leaders: 

• Integrate versatility into your content calendar for real-time adaptability. 

• Design marketing materials that evoke emotion and simplicity for impact. 

• Invest in personal development: attend expos, network, and never stop learning. 

• Cross-pollinate with the sales team for technically accurate and engaging content. 

• Harness the power of collectible data through lead magnets for targeted remarketing. 

• Prioritize branding before marketing — be innovative and embrace change. 

In this age of constant evolution, Katrina Koszorek of Oxygen 8 shows us that finding the right blend of innovation, emotion, and strategy is key to a winning HVAC marketing approach. If you are looking for an invigorating discussion that dives deep into modern marketing strategies and how we’re changing the HVAC landscape, listen in.
 
Recorded live– straight from the show floor at the AHR Expo 2024 in Chicago!