Marketing Capital Equipment: Lessons from Wintersteiger Solutions & Kohler Leveling North America
Grounding AI
<p>Marketing Capital Equipment: Lessons from Wintersteiger Solutions & Kohler Leveling North America</p>
<p>Marketing industrial equipment is complex — long sales cycles, high-stakes investments, and the need for absolute trust.<br>In this episode of B2B Marketing Excellence & AI, Donna Peterson sits down with Brent Fischmann, Managing Director of<br>Wintersteiger Solutions, to explore how companies under the Wintersteiger umbrella — including Kohler Leveling North America —<br>approach these challenges.</p>
<p>Brent shares how his team uses trade shows like FABTECH to stand out in crowded halls, engage with decision-makers,<br>and move conversations forward by demonstrating technology live and addressing ROI concerns head-on. The discussion emphasizes<br>the importance of trust, relationships, and meaningful follow-up — the foundation for shortening long sales cycles in industrial markets.</p>
<p>Listeners will also hear how Wintersteiger and its brands balance proven trade show strategies with modern tools like AI<br>to create more targeted content and enhance customer interactions.</p>
<p>What you’ll learn in this episode:</p>
<ul>
<li>How industrial brands like Kohler Leveling use trade shows to connect with buyers.</li>
<li>Why technical support and live demonstrations build trust faster than brochures.</li>
<li>Strategies to create content that addresses customer challenges and ROI directly.</li>
<li>The role of relationships and follow-up in converting interest into partnerships.</li>
<li>Where AI fits in strengthening — not replacing — human connections in B2B sales.</li>
</ul>
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