The ChangeOver | by Weidert (Audio)

“About two-thirds of Google searches now end without a click. We can’t build strategies that depend on clicks happening anymore.” — Amanda Natividad

In this episode of The ChangeOver Podcast, Chelsea Drusch is joined by Amanda Natividad, VP of Marketing at SparkToro, for a grounded, practitioner-first conversation about why clicks are disappearing — and why that doesn’t mean marketing is broken.

Amanda breaks down what zero-click marketing really means, why platforms are structurally designed to keep users on-platform, and how this shift forces marketers to rethink attribution, ROI, and success metrics altogether. Drawing on SparkToro’s research and her own decade-plus career in the trenches, she makes a compelling case for moving beyond click obsession toward impressions, visibility, and value on investment (VOI).

For industrial B2B marketers facing skeptical stakeholders, shrinking organic reach, and unreliable analytics, this episode offers clarity and a healthier, more realistic way forward.

EPISODE HIGHLIGHTS:

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/

Amanda Natividad: https://www.linkedin.com/in/amandanat/

CHECK OUT SPARKTORO: https://sparktoro.com/

SPARKTORO BLOG: https://sparktoro.com/blog/

Manufacturers don’t have a data problem: they have a change management problem. In this episode, Frank sits down with Erik Henry of Simplified Data Solutions to break down why data unification fails, the weaknesses AI exposes inside disconnected systems, and how leaders can finally transform their mountains of data into real, revenue-driving insight.

Together, they unpack the cultural, behavioral, and leadership obstacles that absolutely must be addressed before any technology initiative, certainly including AI, can succeed.

EPISODE HIGHLIGHTS:

07:35 – Why manufacturers collect data but can’t use it: Unstructured data and the “gold mine” myth

08:17 – What’s driving urgency now: AI exposes outdated systems. Data + Context = Insight

10:43 – Unified data in marketing & sales: personalization opportunities

13:50 – The #1 reason unification fails: misaligned people

18:15 – Why AI projects collapse: the prerequisite everyone overlooks

22:23 – Identity vs. process: why people resist letting go of “their” spreadsheets

24:16 – Evaluating ROI: friction, opportunity, and the “squishy” middle

29:38 – The first two steps leaders should take to make progress

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/

Erik Henry: https://www.linkedin.com/in/erik-henry-mba/

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/

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 targeting
• 05:49 Why technical SEO “tricks” no longer work
• 07:41 Balancing technical optimization with audience-first content creation
• 13:00 Zero-click search explained, and why AI platforms are “qualifying” your traffic, not stealing it
• 16:42 Traffic down, revenue up: why quality matters more than volume
• 22:10 Why direct attribution was always a dream, and which metrics matter now
• 28:13 The marketer’s choice: metrics monkey or true strategist
• 33:16 The difference between AEO and GEO (or does terminology even matter?)

CONNECT WITH US:

CONNECT WITH OUR HOST AND GUEST:

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 connection
• 04:34 – The Loop Marketing framework and why it resonated with content strategists
• 06:10 – Copywriter to strategist: surviving the rise of generative AI
• 08:18 – “Fish are friends, not food.” — Treating AI as a creative partner, not a threat
• 09:46 – The importance of standing out in a “sea of sameness”
• 10:45 – Personalization at scale: using AI to speak to real pain points
• 11:54 – Jet ski vs cruise ship: Why small, scrappy teams may have the edge
• 13:22 – Purpose-driven marketing: how mission-based messaging unlocked PR success

CONNECT WITH US:

CONNECT WITH OUR HOST AND GUEST:

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 Elevity

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:

• 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 Behavior

60%+ 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 Planning

Audience 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 Norm

Iteration, personalization, and AI assistants are driving modern campaign strategy.

00:22:13 — Inside HubSpot’s New AI Tools

Use Breeze Studio, Prospecting Agents, and Unstructured Data — without leaving the platform.

00:26:13 — Final Advice: What to Do Right Now

From AI-readiness to change management leadership, our team lays out next steps.

RESOURCES

• HubSpot User Group registration
• HubSpot’s Loop Marketing Framework
• Chelsea & Jo’s Audience Research Webinar
• Contact Us about Weidert's Search Visibility Assessment

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 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 behind
• 01:57 The “flash flood” of AI-generated content and its impact on marketers
• 05:14 Internal data sources you already have (CRM, analytics, VOC, SME knowledge)
• 12:47 External insights from SEO, reviews, clickstream data, and social listening
• 18:01 How to use AI prompts for faster, more powerful data analysis
• 20:58 Turning disparate data into cohesive audience insights
• 22:01 Pitfalls to avoid: overreliance on one dataset, ignoring human thinking
• 23:42 Making audience research an ongoing practice

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:

• 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 creators

06:20 – AI and the flashlight analogy: AI’s content tricks are surface-level; real impact comes from human insight

09:13 – Crafting your premise: how to frame a core idea that customers will remember and repeat

12:08 – 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 rights

29:30 – The 3-Rung Ladder: using the “Want, Need, Hope” messaging framework to drive understanding, buy-in, and aspiration

Links Mentioned in the Episode:

• Jay Acunzo: jayacunzo.com
• Experience Inbound Wisconsin:experienceinbound.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:

• Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/
• Jay Acunzo: https://www.linkedin.com/in/jayacunzo

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:

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 appearing

From analytics to autonomous action: the journey so far

03:58 – Real-world examples of AI agents

From chess coaches to sales prospecting: surprising and practical use cases

04:25 – Solving the blank page problem

Knowing what to build starts by identifying your biggest time sinks.

04:52 – Advice for marketers: Start small

Skip the spam. Focus on problems you actually want solved.

06:22 – Don’t wait for perfect

Imperfection is part of the process. Just start.

Mentioned in the episode:

• Agent.ai
• There’s An AI For That

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/
• 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.