Ep 29 Bonus: Stop Chasing Clicks. Start Building Trust. INBOUND25 Insights with Candice Meyer

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 ElevityCONNECT 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.