How Pennant Moldings Uses AI and Traditional B2B Marketing

B2B Marketing Excellence & AI Podcast with Donna Peterson

Industrial marketing isn’t like selling shoes or software. It takes time, trust, and a strong understanding of how real relationships drive long-term results.

In this episode, I sit down with Brian Contini, VP of Sales and Marketing at Pennant Moldings, to hear what’s actually working for their team right now. We talk about how they’re combining traditional methods—like trade shows and in-person visits—with smart use of AI to support research, improve outreach, and build stronger customer connections.

Whether you're in metals, plastics, or any industrial space, this episode is full of practical takeaways you can use right away.

Top 5 Topics We Cover:

• Why traditional marketing still works—and when to use it
• How Pennant is using AI to streamline sales research
• What’s working in email marketing today
• The importance of knowing your audience in technical industries
• How to maintain trust while integrating new tools like AI

What You Can Do Today:

• Revisit your email outreach—are you focusing on the recipient’s challenge first?
• Identify one traditional tactic (like trade shows or phone calls) that deserves renewed attention.
• Choose one AI tool that could save you time with research or outreach—start testing it in a small way.
• Talk to your sales team: Where do they feel AI supports their efforts—and where does it get in the way?

Let’s keep the conversation going:

How are you helping your industrial brand stand out and build stronger relationships?

Leave a comment, send me a message, or reach out at dpeterson@worldinnovators.com. I’d love to hear what’s working for you.

If this episode helped you in any way, consider leaving a quick review. It helps us continue sharing real strategies that support industrial brands doing meaningful work.

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

In-person meetings will always be the gold standard for building relationships. But in B2B, you can’t always sit across the table right away. That’s why B2B Personalized Video Marketing is such a powerful tool—it lets people see you, hear you, and understand your perspective before the first handshake.

At World Innovators, we’ve seen this work firsthand. When I send an email with a short, personal video, people who have never met me before click because they want to see what I have to say. That video starts a conversation—viewers hear my tone, see my face, and begin to understand that I’m here to help them succeed.

In this episode, I’ll cover:

• What makes a B2B video truly personalized.
• Why videos in email campaigns increase engagement.
• How to make sure the right people see your video.
• Simple ways to use AI tools like ChatGPT to plan and repurpose content.

If you have a video you’re proud of but aren’t sure how to get it in front of your ideal audience, let’s make sure the right people are clicking, watching, and starting the conversation with you.

Thank you for listening, please comment below and let me know what you are doing with your B2B Personalized Video Marketing.

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Ever get lost down a YouTube rabbit hole when you were supposed to be checking your own channel? You click to review your latest video and somehow end up watching celebrities or cat videos instead. You're not alone—and this distraction problem is exactly what's happening to your potential B2B customers too.

In this episode, I talk with Nate Woodbury, CEO of Be The Hero Studios and author of "Influence on YouTube." Nate reveals why most YouTube advice actually hurts B2B companies and shares his proven LEAF Strategy that helps businesses generate high-quality leads from YouTube—even with videos that only get 100 views.

Together, we discuss how to:

• Use the LEAF Strategy to find ultra-specific questions your target audience is actually searching for
• Leverage keyword research tools that work for B2B (and which popular tools to avoid)
• Create "evergreen" content that continues attracting qualified leads for years
• Turn small view counts into meaningful business relationships and sales
• Position yourself as the go-to authority in your industry without going viral

If you're tired of chasing vanity metrics and ready to use YouTube strategically for lead generation, this conversation offers a completely different approach that focuses on quality over quantity.

About Nate: Nate Woodbury is the CEO of Be The Hero Studios and author of "Influence on YouTube." He has produced over 60 different YouTube channels, many generating multiple seven figures in business revenue (not ad revenue) through strategic lead generation.

Key Quote: "Even a video that gets a hundred views following the right strategy can turn into 10 leads. We're not talking about a video going viral, but getting found by the right people." – Nate Woodbury

Episode Timestamps:

• 00:00 – Introduction: The YouTube distraction dilemma
• 00:35 – Meet Nate Woodbury: CEO and YouTube strategist
• 02:06 – Why most YouTube advice hurts B2B companies
• 03:56 – The two opposite paths to YouTube success
• 05:07 – How viral content can actually damage your channel
• 07:41 – The dangers of buying fake views and engagement
• 09:56 – Why AI makes this strategy work even better
• 11:00 – Keyword research tools that actually work for B2B
• 13:00 – The power of super long-tail keywords (8+ words)
• 15:26 – Why 10 monthly searches is better than 300
• 17:19 – How evergreen content builds momentum over time
• 18:39 – Real example: 15K subscribers generating 8-figure revenue
• 19:24 – The LEAF Strategy explained with tree analogy
• 21:38 – Specific examples: dental office vs construction site productivity
• 24:32 – Standing out in the age of AI-generated content
• 26:24 – Building authentic relationships through video
• 28:39 – The relationship-first approach to lead generation
• 31:43 – Why filtering out wrong clients is actually good
• 34:15 – Positioning yourself as the go-to industry authority
• 37:02 – Three steps to get started (hint: use your phone!)
• 39:16 – Why "raw" often beats "polished" content

Resources Mentioned:

• Hero Keyword Tool (SEMrush affiliate): herokeywordtool.com
• Free weekly webinar on the LEAF Strategy: theleafstrategy.com
• Book: "Influence on YouTube" by Nate Woodbury

If you found this conversation helpful, subscribe to the B2B Marketing Excellence & AI podcast, leave a review, and share it with other business leaders who are ready to use YouTube strategically.

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

How To Optimize B2B Marketing Campaigns For ROI

Have you ever tried to finish a round of golf as the sun goes down? It gets dark, you swing, but you can’t really see where the hole is — you’re just hitting into the dark. That’s what many B2B brands are doing with their marketing: they’re executing campaigns without clearly knowing where the target is or how to measure success.

In this episode, I talk with Lori Turner Wilson, CEO of RedRover Sales & Marketing Strategy and author of The B2B Marketing Revolution. Lori shares her 12 Battles Framework, which gives companies a roadmap to bring clarity, focus, and measurable outcomes to their marketing.

Together, we discuss how to:

• Use market research so you know exactly who you’re targeting and why.
• Personalize your outreach to connect with prospects in meaningful ways.
• Integrate traditional channels like direct mail to complement digital campaigns and reach decision-makers effectively.
• Adopt authority marketing to position your brand as a trusted resource and help shorten the sales cycle.
• If you’re serious about improving your marketing ROI, this conversation offers practical steps you can start implementing now — so you’re no longer “hitting in the dark.”

About Lori:
Lori Turner Wilson is the CEO of RedRover Sales & Marketing Strategy and author of The B2B Marketing Revolution.
URL - marketingresultsguaranteed.com/podcast -- use code "podcast" for special offers

A quote from my book - "Defy the apathy the industry expects of you and declare, 'I deserve guaranteed marketing outcomes and anyone standing in my way will be lovingly removed.'"

Timestamps:

• 00:00 – Introduction: The Challenge of B2B Marketing
• 00:35 – Meet Lori Turner Wilson: Author and CEO
• 02:52 – The Importance of Market Research
• 04:17 – ROI and Marketing Strategies
• 07:33 – Diversification and Risk Mitigation
• 09:29 – The Power of Direct Mail
• 11:03 – Personalization in Marketing
• 14:53 – The 12 Battles Framework
• 22:30 – Authority Marketing and Giving Value
• 24:31 – Conclusion and Final Thoughts

If you found this conversation helpful, subscribe to the B2B Marketing Excellence podcast, leave a comment, and rank the show. Your feedback helps us continue sharing grounded, practical insights to help you succeed.

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

In this episode of B2B Marketing Excellence, Donna Peterson breaks down the intimidating term “prompt engineering” and shows how it’s simply a smarter, more consistent way to work—no tech degree required.

Drawing from her experience with generative AI and recent insights from the Vanderbilt Prompt Engineering course, Donna shares practical ways to use prompts for repetitive marketing tasks like campaign planning and list recommendations. You’ll hear how creating simple, reusable prompts not only saves time but also ensures your whole team is aligned—producing clear, professional results.

You'll also learn:

• Why prompting is more about conversation than coding.
• How a well-written prompt becomes a shortcut you can use again and again.
• The difference between prompts and templates—and how to use both for better outcomes.

At World Innovators, we focus on providing tools and strategies that make your work easier, your messaging clearer, and your outcomes more consistent. This episode offers practical examples to help you build confidence using AI in a way that’s simple and effective.

For a step-by-step walkthrough, refer to "Prompt Engineering Examples for Business Teams: 3 ChatGPT Prompt Templates to Boost Productivity" video on YouTube- https://youtu.be/FAlcjTx_xUo?si=uQv6-naLnQGIkn4S.

Episode Timestamps:

• 00:00 – Welcome & why the term “prompt engineering” can feel overwhelming
• 00:38 – What prompting really is (and what it’s not)
• 01:33 – The early struggles: over-explaining and second-guessing
• 03:02 – Aha moment from the Vanderbilt course
• 04:47 – Using prompts to simplify and speed up repetitive tasks
• 06:14 – Real-world example: Scheduling campaigns with one simple prompt
• 10:22 – Understanding the difference between prompts and templates
• 12:59 – Encouragement to just start talking to your AI assistant

If you found this episode helpful, subscribe to the World Innovators YouTube Channel for more practical ideas on B2B marketing and using AI tools effectively.

Leave a review to help us spread the word about quality marketing that puts people first.

If you need help building your prompt library or training your team, reach out directly to Donna at dpeterson@worldinnovators.com.

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

How to Effectively Market High-Value Offers in a Long Sales Cycle

Episode Summary:
In this episode, Donna Peterson, President of World Innovators, shares practical strategies for marketing offers with longer decision timelines and higher price points.

Whether you’re promoting an executive education program, industrial equipment, or a multi-thousand-dollar event registration, Donna explains why relationship-building across multiple touchpoints is essential. The conversation focuses on how to educate prospects in advance, use consistent messaging across email, postal, banner, and phone outreach, and apply AI tools like ChatGPT and Descript to support your efforts.

This episode is for leaders who want to create thoughtful campaigns that align with how people actually buy.

“Give people the information they’re searching for before they ask — that’s how you earn the meeting and build long-term trust.” – Donna Peterson

What You'll Learn:

• Why long sales cycles require an education-first approach
• How to structure a multi-channel campaign that builds familiarity and trust
• Ways to use AI tools to increase consistency and save time
• The value of including traditional channels like postal and phone
• Why helpful, relevant messaging leads to stronger engagement

Episode Breakdown:

• 00:00 – Introduction: Understanding long sales cycles
• 00:52 – Clarifying buyer needs and timing
• 01:42 – Marketing strategies that align with how people buy
• 02:32 – Using AI to support marketing and sales efforts
• 04:02 – Leading with education to guide prospects
• 05:38 – Benefits of a multi-channel strategy
• 08:49 – Importance of timing and thoughtful follow-up
• 11:10 – How traditional channels support digital outreach
• 17:36 – Using personal touches to deepen relationships
• 23:34 – Closing thoughts: Focus on relevance and consistency

Want to Discuss Your Approach?
If you’d like to talk about your specific offer and what we have seen work, schedule a Complementary 30 minute call with Donna Peterson -
https://meetings.hubspot.com/dpeterson/time-to-talk

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

What if you could scale meaningful relationships—without sacrificing authenticity? In this second part of my conversation with Patrick McCullough, President of Hallmark Business Connections, we talk about how B2B companies can use tools like AI and ChatGPT to enhance personalization without losing the heart of what matters: trust, care, and connection.

Patrick shares how companies are balancing automation with empathy and gives practical advice for leaders who want to deepen relationships with customers, employees, and partners—even in fast-paced or high-volume environments.

We also explore what makes Hallmark's approach so unique: they don't just help brands say the right things—they help them mean it. If you're wondering how to bring more purpose and humanity into your day-to-day business practices, this episode is for you.

👉 For more information and to start building deeper connections with customers, vendors, and employees, visit:

• www.hallmarkbusinessconnections.com
• www.worldinnovators.com

🎧 And don’t forget to subscribe—so you never miss episodes that help you grow your business the relationship-first way.

#B2BMarketing #RelationshipMarketing #AIinB2B #ChatGPTforBusiness #HallmarkBusiness #CustomerExperience #IndustrialMarketing #MarketingWithHeart #HumanConnection #WorldInnovators

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Real Beats Robotic: Why Your Voice and Face Matter More Than Ever-

Are you tired of all the AI-generated content flooding your inbox and feed? You’re not alone—and your prospects feel it too.

In this episode of the B2B Marketing Excellence & AI Podcast, I share why showing your real face and voice in videos and podcasts is one of the most powerful ways to build trust today.

If you're an industrial brand or a B2B company trying to stand out, it’s not about saying more—it’s about showing up more authentically.

I break down:

• Why polished, perfect content doesn’t build relationships anymore
• How to get started with videos or podcasts even if you feel uncomfortable on camera
• Tools (like Descript) that make editing easy without losing your natural tone
• And how to turn one simple video into weeks of quality content

Whether you're a marketing leader or a business owner, this episode will help you rethink content—and give you a simple plan to build real connections with your audience.

Episode Breakdown:
• 00:00 Introduction: The Shift from Content to Trust
• 00:58 The Evolution of Marketing Strategies
• 02:36 The Power of Podcasting and Videos
• 03:25 Overcoming Barriers to Creating Content
• 04:34 Building Authentic Relationships Through Video
• 05:14 The Role of AI in Modern Marketing
• 07:58 Getting Started with Podcasts and Videos
• 14:21 Repurposing Content for Maximum Impact
• 21:14 Conclusion: Embracing Realness in Marketing

What You’ll Walk Away With:
• The #1 mindset shift industrial companies need to build trust today
• A low-pressure way to get started with podcasts and videos
• How to stop overthinking and start connecting
• The secret to creating less content that delivers more value
• A breakdown of how one video = 5+ valuable content pieces

Ready to grow with quality marketing?

If this episode sparked an idea or helped you take that first step, I’d love your support:
Subscribe to our YouTube Channel - https://www.youtube.com/@WorldInnovators
* Leave a quick review or comment
* Share this with one colleague or client who needs to hear it

Let’s help more companies grow with honest, helpful, and human marketing.

🎧 Visit www.worldinnovators.com to learn how we can help you build marketing that connects.

👉 Have questions or want Donna to present this topic to your team? Reach out at dpeterson@worldinnovators.com.

🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!