Marketing 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 of Wintersteiger Solutions, to explore how companies under the Wintersteiger umbrella — including Kohler Leveling North America — approach these challenges.
Marketing Capital Equipment: Lessons from Wintersteiger Solutions & Kohler Leveling North America
Marketing 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 of
Wintersteiger 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 emphasizes
the 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 AI
to create more targeted content and enhance customer interactions.
What you’ll learn in this episode:
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