The ChangeOver | by Weidert

By Weidert Group

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 — ... more

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FAQs about The ChangeOver | by Weidert:

How many episodes does The ChangeOver | by Weidert have?

The podcast currently has 29 episodes available.

The ChangeOver | by Weidert episodes:

August 25, 2025Ep 028: Audience Research in the Age of AI: Turning Data into Marketing Advantage
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.
...more
26min
August 06, 2025Ep 027: Resonance Over Reach: The New Game of B2B Thought Leadership
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.
...more
35min
July 28, 2025Ep 026: Understanding AI Agents & Their Potential
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.
...more
7min
July 07, 2025Ep 25. ICYMI: AI, SMEs, and the 2025 Content Shift (Mini episode)
INTRO:
Quantity-for-quality is the name of the game in 2025. In this snack-size minisode, Chelsea and Jo explain why one deeply researched pillar asset every other month (anchored in first-party SME insight, of course) beats four thin blogs a week. You’ll learn where AI supercharges the workflow (pattern finding, repurposing) and where only human nuance will do.
EPISODE HIGHLIGHTS:
00:00│Why “publish more” is dead
01:30│Information gain is the name of the game
03:15│SMEs: Your army of influencers
06:09 | Our AI-powered SME interview process
08:10 | The right inputs for successful content
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/
Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/
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.
...more
10min
June 23, 2025Ep 24: MINI RECAP: How ESOP Partners’ Boosted SQLs by 900%
INTRO:
ESOP Partners had the content. But conversions? Not as much.
In this special mini-episode, we revisit standout moments from a previous interview with Eric Strebe, Director of ESOP Consulting at ESOP Partners, who joined The ChangeOver Podcast to share how a thoughtful website strategy transformed their performance.
Despite years of authoritative content and solid site traffic, the company struggled to turn visitors into leads. That changed when they partnered with Weidert Group for a strategic UX and content overhaul — one that focused on buyer intent, clarified conversion paths, and reshaped the site's structure around user needs.
The results were remarkable:
💥 900% increase in SQLs
📈 300% increase in MQLs
📅 55% increase in consultations
“The project was one hundred percent successful... and the cool part is, we’ve sustained those results.” — Eric Strebe
🎧 EPISODE HIGHLIGHTS
[00:37 – 01:19] The Problem: Content-rich site, low conversions
[01:25 – 03:34] Strategic Shift: From redesign to full UX rearchitecture
[03:39 – 06:19] Buyer Journey Mapping: Creating paths for multiple personas
[8:20 – 09:45] Results: What a 900% increase in SQLs looks like
ESOP Partners’ Case Study: https://www.weidert.com/website-seo-case-study
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 and sales innovation curve.
...more
12min
June 02, 2025Ep 23: Experience Inbound 2025 Recap — What the Brightest in B2B Are Talking About
INTRO:
A dozen premier speakers unpacked the latest innovations in sales and marketing tactics, tools, and trends at the Experience Inbound 2025 conference. Hear from Weidert Group’s own experts about their biggest “aha” moments and top takeaways.
EPISODE HIGHLIGHTS:
02:43 Marketing playbooks are no longer well-defined and old SEO strategies aren’t as relevant. Now, there are new opportunities.
14:55 Everyone has access to the same AI tools; the difference is in knowing how to use them to improve the work you already do.
15:12 It’s easy to get wrapped up in the tools and tech, but it’s important to remember that people resonate with humans.
26:50 Understand the value of unstructured data and how to capture and leverage it.
28:47 It’s easy to get caught up in chasing the new, shiny thing and looking to outside sources — there’s a lot of information already hidden in the data you have. Know how to find it.
35:40 Authenticity is the key to getting noticed in a world of artificial intelligence. The strongest and most authentic voices will prevail.
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/
Frank Isca: https://www.linkedin.com/in/frankisca/
Reid Trier: https://www.linkedin.com/in/reidtrier/
Amanda Retzki: https://www.linkedin.com/in/amandaretzki/
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.
...more
43min
May 19, 2025Ep 22: Mastering the Fundamentals of Growth: Positioning, People, and the Power of Curiosity
INTRO:
Growth strategist Kurt Hahlback shares why mastering fundamentals — not just embracing AI — is the key to sustainable, strategic business growth for industrials and complex B2Bs.
EPISODE HIGHLIGHTS:
Host Greg Linnemanstons of Weidert Group and Kurt explore why, even amid rapid AI-driven change, fundamentals like positioning, customer alignment, and human-centered leadership remain essential to lasting business success.
You won’t want to miss Kurt’s insights on:
00:42 Why growth still starts with very clear value positioning and brand alignment (You have to know how to position and pitch your value)
06:15 Why asking better questions is the true competitive advantage in the AI era
07:54 How humility, empathy, and curiosity drive sustainable growth
09:23 How AI changes the pace of learning, but organizations must be careful not to confuse efficiency with effectiveness
09:46 Where leaders should rethink — not remove — the human role alongside technology
20:01 How businesses can thrive amid disruption — not by chasing trends, but by recommitting to the basics
21:33 Why it’s crucial to understand that AI is not a strategy — it’s a tool
24:40 What the Industrial Revolution can teach us about embracing AI and adapting to labor shifts
Disruption isn’t the end of fundamentals — it’s a call to master them even more deeply. Kurt’s perspective offers an optimistic and strategic roadmap for growth in a rapidly changing world.
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/
Kurt Hahlbeck https://www.linkedin.com/in/kurthahlbeck/
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.
...more
31min
May 02, 2025Ep 21: How Smart B2B Marketers Win with Email, Personalization, and AI
In this episode of The ChangeOver Podcast, host Greg Linnemanstons sits down with Dave Charest, Director of Small Business Success at Constant Contact to explore why email marketing remains a cornerstone for industrial B2B marketers — and how personalization and AI are transforming customer engagement.
👂You won’t want to miss Dave’s insights on:
Email’s current role in B2B marketing, including why it’s the “glue” that holds multichannel plans together
What it takes to segment smartly without overwhelming your database
Why customers seek empathetic, “human” relationships even in automation (it’s not as counterintuitive as you may think)
How true personalization hinges on timing, relevance, and behavioral cues — not overused {first name} tokens
How AI is helping to scale personalization without losing the human touch
What opens, clicks, and vanity metrics aren’t telling you and how to track real actions instead
So, contrary to popular belief, email isn’t dead. In fact, for B2Bs in 2025, it’s more powerful than ever before.
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
Dave Charest: https://www.linkedin.com/in/davecharest
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.
...more
36min
April 15, 2025Ep 20: AI, Analytics, and Future-Proof Content Strategy with Andy Crestodina
INTRO:
In part two of our conversation with Andy Crestodina, Orbit Media Studios CMO and author of Content Chemistry, Jo Phillip digs into how AI is fundamentally changing search behavior, website analytics, and content creation – and what industrial marketers need to do now to adapt their content strategies.
EPISODE HIGHLIGHTS:
Creating content for the AI era (2:00 – 5:24) [So we know that most Google searches]
Writing content for informational queries is becoming a shrinking game
Why monitoring AI traffic to your website is essential
Analytics that actually matter (5:34 – 8:19) [I won't tell you what mine are]
Why top-line traffic metrics can be deceiving
How to think about reporting in a changing digital environment
Leveraging AI for content (9:39 – 17:22) [Now, you also, one thing that I really liked]
How to create custom GPTs that act as synthetic members of your target audience
Using AI to identify gaps in your content strategy
Content planning for scrappy B2B teams
AI-powered content repurposing
Achieving stakeholder buy-in (17:22 – 19:58) [Once you've got that foundation in place]
How to get buy-in for content marketing initiatives
Why executives prefer finite projects over endless programs
Intentional, strategic choices for impact
Strategic paid promotion (20:18 – 22:35) [So let's go back to paid ads real quick.]
Focusing ad spend where conversion rates show success
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/
Andy Crestodina: https://www.linkedin.com/in/andycrestodina/
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.
...more
27min
April 03, 2025Ep 19: Andy Crestodina’s Guide to Winning the Content Marketing Marathon
INTRO:
In 2001, Andy Crestodina built websites. Today, he’s reshaping how industrial marketers approach content.
Join Jo Phillip’s conversation with the Orbit Media Studios co-founder and author of Content Chemistry as he dismantles conventional wisdom about digital marketing’s evolution. Andy delivers practical frameworks backed by two decades of data and experience, revealing which strategies have survived the algorithmic evolution — and which new approaches are poised to dominate in a landscape that’s increasingly AI-driven but still fundamentally human.
EPISODE HIGHLIGHTS:
(00:04:49) The evolution of content marketing from 2001 to today
(00:08:22) Why bottom-of-funnel content should be your first priority
(00:12:51) Creating content that AI can’t replicate: original research and thought leadership
(00:13:39) Conducting original research on a shoestring budget
(00:18:43) Why visits aren’t as important as views in today’s landscape
(00:21:48) Making your website “AI-ready” for the age of agentic AI
(00:25:56) How to approach measurement when attribution is becoming more difficult
Spoiler alert: This conversation was so good, we’re turning it into not one, but two episodes! Stay tuned for part 2 coming soon.
CONNECT WITH THE HOST AND GUEST:
Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/
Andy Crestodina: https://www.linkedin.com/in/andycrestodina/
CONNECT WITH WEIDERT GROUP:
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
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.
...more
33min

FAQs about The ChangeOver | by Weidert:

How many episodes does The ChangeOver | by Weidert have?

The podcast currently has 29 episodes available.