Purpose, Personalization, and AI – What B2B Can Learn from Hallmark

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.comwww.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 [email protected].🔔 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 anymoreHow to get started with videos or podcasts even if you feel uncomfortable on cameraTools (like Descript) that make editing easy without losing your natural toneAnd how to turn one simple video into weeks of quality contentWhether 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 MarketingWhat 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 piecesReady 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 itLet’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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Trade shows are full of energy, great conversations, and promising connections — but too often, those leads go cold once the event ends. In this episode, I share a practical 3-step approach to help you turn those moments into momentum.Drawing on real-world experiences and conversations I’ve had with industrial teams, we’ll walk through:How to pre-target the right audience so you're not just showing up — you're showing up prepared.Why onsite storytelling matters more than sales pitches.What it takes to do timely, personalized follow-up that actually moves the relationship forward.I’ll also show you how tools like ChatGPT can help you and your team streamline these steps, making the post-show process faster, more consistent, and more human. Whether you're a solo marketer or part of a lean sales team, this episode will give you ideas you can use right away.Episode Breakdown:00:00 – The Trade Show Follow-Up Dilemma01:49 – Step 1: Audience Pre-Targeting05:06 – Step 2: Onsite Storytelling10:06 – Step 3: Post-Event Follow-Up11:03 – Leveraging AI for Effective Follow-Up15:51 – The Importance of Timely Follow-Up17:39 – Final Thoughts and Real-Life ExampleIf you’d like help setting up your own AI follow-up strategy, I offer 1:1 sessions and team training that’s tailored to your goals. Let’s make your next trade show your most productive one yet.* Connect with me on LinkedIn: https://www.linkedin.com/in/donna-peterson-world-innovators* Visit World Innovators: https://www.worldinnovators.com*** Watch on our YouTube Channel: https://www.youtube.com/@WorldInnovatorsAnd don’t forget to hit subscribe to stay inspired and make your marketing more meaningful.I’m thrilled to be speaking at FABTECH 2025, September 8–11 in Chicago!This is where the brightest minds in manufacturing come together. Join me for four days of learning, inspiration, and connection.Grab your 20% off conference pass now with code SPEAK20!https://i.snoball.it/p/ksiGQ/s/2 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

If you think Hallmark is just about greeting cards and holiday movies, think again. In this first of a two-part conversation, I sit down with Patrick McCullough, President of Hallmark Business Connections, to explore how over 110 years of creating emotional connection can teach B2B brands how to build stronger, more meaningful relationships—with customers, employees, and even themselves.Patrick brings years of experience helping companies foster loyalty and purpose by focusing on what really matters: relationships. You’ll hear about how trust is built over time, why meaningful interactions at work make life more fulfilling, and what B2B leaders can do today to create a culture of connection.In a world where people are tired of being treated like transactions, this episode offers real, actionable steps on how to lead with care, create trust, and build loyalty that lasts. Whether you're a marketer, a sales leader, or an executive trying to shape a more human-centered culture—there’s something in here for you.We all can learn from Hallmark.👉 Subscribe so you don’t miss Part 2 next week—where we’ll dive even deeper into how emotional connection drives real business results.For more information, visit: www.worldinnovators.comwww.hallmarkbusinessconnections.com#B2BMarketing #RelationshipMarketing #HallmarkBusiness #B2BLeadership #HumanConnection #MarketingWithHeart #IndustrialMarketing #WorldInnovators #MarketingStrategy 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

In this episode, we walk through practical ways manufacturing companies can generate and nurture more leads. If your team isn’t seeing enough opportunities coming in, it might be time to revisit your approach.You’ll hear how to:• Identify the right audience based on your best customers• Increase visibility using trusted industry-specific channels• Improve lead capture on your website with clear messaging and helpful resources• Build relationships with consistent, value-based content• Leverage tools like ChatGPT to maintain consistency and stay visible, even with a lean teamWhether you're just getting started or refining your efforts, these strategies can help your brand show up in the right places and speak to the right people.Timestamps:00:00 Introduction and Personal Update00:33 The Importance of Leads01:12 Identifying the Right Audience02:47 Increasing Visibility07:35 Improving Lead Capturing on Your Website09:57 Building Relationships13:08 Leveraging AI Tools for Consistency15:15 Conclusion and RecapIf you found this episode helpful, please subscribe to the B2B Marketing Excellence Podcast and leave a rating so others can find it too.Visit our YouTube channel for practical How-To videos, and explore our website at https://www.worldinnovators.com for more actionable steps to help you reach your goals.We're here to inspire success in everyone around us. 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Real Ways I Used ChatGPT to Save Time & Stay Sharp-On my morning walk this week, I looked up the hill and stopped in my tracks — there was a bear. No warning, just a moment that forced me to change direction. And that’s exactly what business can feel like today. Things shift quickly, and we need to be ready to pivot.That moment reminded me just how valuable a tool like ChatGPT can be — not for flashy gimmicks, but for real, day-to-day support. In this episode, I share exactly how I used ChatGPT over the past week to stay sharp, save time, and better support clients.You’ll hear how I used ChatGPT to:• Research prospects and uncover insights that led to more personalized outreach• Compare LMS platforms to guide a client’s decision• Refine an article for an industry publication to sound more helpful, not salesy• Align branding visuals and promotions for a consistent message• Explore topics like stem cell therapy to stay informed and sharp3 Actionable Steps to Try This Week: Use it for research: Ask ChatGPT to break down a company, audience, or trend in plain English. Test it on something small: Try rewriting one email or LinkedIn post — you’ll be surprised how much time it saves. Build it into your prep routine: Whether you’re heading into a meeting or presentation, let ChatGPT help you get clear and confident.At World Innovators, we believe in sharing what actually works — not what sounds trendy. If you're ready to explore how AI can work in your world, subscribe to the B2B Marketing Excellence & AI Podcast so you don’t miss an episode.We also invite you to:Check out our YouTube Channel for step-by-step how-to videosVisit our website for more tactical tips and ideasOr email me directly at [email protected] — if you’ve discovered a new way to use ChatGPT, I’d love to feature it!Let’s learn together and help each other succeed — one smart strategy at a time. 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Struggling to find the time to personalize your sales messages while staying authentic and relevant? Gartner reports that 72% of all emails are unopened and we are going to help you get your emails opened. In this episode of the B2B Marketing Excellence & AI podcast, Donna Peterson shares how industrial sales teams can break through the noise using ChatGPT—not just to automate outreach, but to make it more human.At World Innovators, we’ve spent over 40 years helping industrial brands build real relationships. This episode shares one of the ways we’re helping clients do that faster and more effectively—with empathy at the core.What You’ll Learn:Why generic messaging is killing your sales momentumHow to use ChatGPT to quickly tailor emails for different buyer rolesPrompts that help uncover real industry pain points—fastHow to ensure your messaging shows authentic empathyReal-world examples of how sales reps transformed their outreach in minutesTimestamps:00:00 – Introduction: The chaos sales teams face01:02 – Why AI tools like ChatGPT are a game-changer01:49 – What makes a message resonate (and what falls flat)03:29 – How to prompt ChatGPT for personalized messaging05:24 – Researching your buyer’s world—without wasting hours06:44 – The role of empathy in building real sales relationships10:26 – Real-world examples & quick applications21:47 – Wrap-up: A clear path forward for industrial sales teamsResources:Download the FREE worksheet: 5 Ways Brands Can Show Genuine EmpathyWatch the supporting videos: World Innovators YouTube Channel 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Episode Title: Why Is It So Hard to Instill Trust in B2B Marketing?Host: Donna Peterson, President of World InnovatorsPodcast: B2B Marketing Excellence & AIIn this powerful episode, Donna Peterson takes listeners on a personal and professional journey into one of the most important—and elusive—elements of B2B marketing: trust.With over 30 years of experience helping industrial brands build lasting relationships, Donna opens up about the hard lessons she's learned from her own mother, the founder of World Innovators, and how those lessons continue to shape the way she approaches marketing today. From falling for perfect pitches that didn’t deliver, to understanding the emotional weight of skepticism, Donna shares how trust is slowly earned—but easily lost.Listeners will walk away with:A deeper understanding of why trust is so difficult to establish in B2BHow inconsistent branding, shallow messaging, and automation have chipped away at confidencePractical steps to rebuild trust through consistent branding, emotional relevance, and careful use of AI toolsIf you're an industrial marketer, a business owner, or a lean marketing team looking to stand out in a noisy marketplace, this episode will give you both insight and action.📌 Episode Highlights:• 00:00 Introduction: Trust Issues in Business• 00:20 Lessons from the Past: My Mother's Advice• 01:42 Personal Experiences with Trust in Business• 02:19 The Importance of Building Trust in B2B Brands• 04:00 Challenges in Building Trust Today• 05:34 The Role of Empathy and Emotion in Messaging• 07:24 Common Pitfalls in B2B Marketing• 13:36 Effective Strategies to Build Trust• 20:13 Actionable Steps to Enhance Trust• 23:10 Conclusion: The Long Road to Trust🔗 Want help building trust with your marketing strategy? Email Donna directly: [email protected]🌐 Learn more at www.worldinnovators.com🎧 Tune in now and discover how to build relationships that last—because in B2B, trust isn’t just important, it’s everything. 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Episode Title: GPTs Replaced Endless File SearchingShow Notes:In this episode of the B2B Marketing Excellence & AI Podcast, I talk about a common frustration — when your computer crashes and you're forced to transfer everything. That happened to me recently, and instead of just moving over cluttered files, I decided to create a better system.I used this opportunity to build personalized GPTs (Generative Pretrained Transformers) inside ChatGPT to help me organize information so I could stop digging through folders, spreadsheets, and emails. Now, instead of asking “Where did I save that?” — I just ask my GPT.These GPTs have become my go-to system for locating key client information, marketing materials, podcast outlines, and internal resources — all in seconds.If you’re overwhelmed by digital disorganization or tired of repeating the same searches, this episode will show you how to use AI to create a centralized, accessible, and reliable system for storing and retrieving information.You’ll learn:Why I decided not to keep transferring messy files across computersHow GPTs help organize and recall key information instantlyReal-world examples of how I use GPTs to support client work and daily operationsSimple ways to get started creating your own GPT-based document systemAt World Innovators, we’re all about helping B2B brands and Executives find smarter ways to reach the right audience — and that starts with staying organized internally. GPTs are one tool that’s helping us (and our clients) reduce clutter and increase clarity. Watch the Bonus Video: How to Create Your Own GPT- https://youtu.be/2NNt4f88qNw?si=KniJVppBV3CSuafpEpisode Breakdown:00:00 A Rough Week with Technology 03:21 Setting Up Your Own GPT 04:58 Practical Applications of GPTs 08:27 Training and Optimizing Your GPT 12:50 Benefits of GPTs for Teams 15:18 Final Thoughts and Encouragement👉 If you’re ready to stop wasting time hunting down documents and start using AI to keep everything organized, this episode is for you.🎧 Subscribe for more episodes, and visit www.worldinnovators.com to learn how we can help you build marketing that connects. 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!

Cold to Connected: Making Your Email Marketing MeaningfulB2B Marketing Excellence & AI Podcast with Donna PetersonAre your emails building real relationships—or just filling inboxes?In this episode, I share how to create meaningful connections through email marketing that actually resonate with your audience. I’ll walk you through why industry-specific lists from trusted publishers make all the difference, and how segmenting those lists can lead to better engagement.You’ll hear how I use AI tools like ChatGPT to craft personalized, value-focused messages that speak directly to the recipient’s needs—not just their job titles. Plus, we’ll talk about list maintenance, branding consistency, and simple nurturing strategies that build trust and make life easier for your sales team.Whether you're just getting started or looking to refine your current efforts, this episode is full of practical tips to help you create emails people actually want to read.Timestamps:• 00:00 – Welcome: The Real Purpose Behind Your Emails• 00:52 – Why Industry-Specific Lists Matter So Much• 02:45 – Segmenting for Relevance and Respect• 05:04 – How AI Can Help Personalize (Without Sounding Robotic)• 06:47 – Messaging That Builds Trust and Adds Value• 08:26 – Using Industry Knowledge to Cut Through the Noise• 10:43 – Quick Recap: What You Can Start Doing Today• 15:10 – Final Thoughts & A Gentle Challenge👉 Ready to take your email marketing to the next level? If you’re looking for tailored strategies or help finding the right audience lists, reach out—I’d love to help you build connections that actually move the needle.Let’s work together to inspire success in everything we do and with everyone around us.🎧 Subscribe for more episodes, and visit www.worldinnovators.com to learn how we can help you build marketing that connects. 🎧 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 [email protected].🔔 Don’t forget to subscribe to the B2B Marketing Excellence & AI Podcast so you never miss an episode!