Marketing Capital Equipment: Lessons from Wintersteiger Solutions & Kohler Leveling North America

Marketing Capital Equipment: Lessons from Wintersteiger Solutions & Kohler Leveling North AmericaMarketing industrial equipment is complex — long sales cycles, high-stakes investments, and the need for absolute trust.In this episode of B2B Marketing Excellence & AI, Donna Peterson sits down with Brent Fischmann, Managing Director ofWintersteiger Solutions, to explore how companies under the Wintersteiger umbrella — including Kohler Leveling North America —approach these challenges.Brent shares how his team uses trade shows like FABTECH to stand out in crowded halls, engage with decision-makers,and move conversations forward by demonstrating technology live and addressing ROI concerns head-on. The discussion emphasizesthe importance of trust, relationships, and meaningful follow-up — the foundation for shortening long sales cycles in industrial markets.Listeners will also hear how Wintersteiger and its brands balance proven trade show strategies with modern tools like AIto create more targeted content and enhance customer interactions.What you’ll learn in this episode:How industrial brands like Kohler Leveling use trade shows to connect with buyers.Why technical support and live demonstrations build trust faster than brochures.Strategies to create content that addresses customer challenges and ROI directly.The role of relationships and follow-up in converting interest into partnerships.Where AI fits in strengthening — not replacing — human connections in B2B sales.Please comment and rank this episode so we can continue to produce the content that is most helpful for you and the industry. *** Reach out to [email protected] you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

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