Lisa Kilrea is the Founder of WSI eResults, a leading digital marketing agency that specializes in helping manufacturers, distributors, and B2B companies grow through AI-powered, data-driven strategies. With over 20 years of entrepreneurial experience and a proven track record, Lisa has led WSI Results to deliver standout lead generation and revenue growth in the industrial sector. Her background includes work with major brands like Quaker Oats and BP Petroleum, and she’s known for pioneering innovative marketing tactics that blend traditional expertise with cutting-edge digital solutions.

Here’s a glimpse of what you’ll learn:

• [02:10] Lisa Kilrea shares how aggressive, integrated marketing broke franchise launch records
• [07:43] Why B2B and manufacturing clients became Lisa’s sweet spot
• [11:04] How success is measured by high-quality, revenue-driving leads
• [12:10] Why modern agencies must leverage AI for maximum impact
• [15:57] Lisa’s journey from AI skeptic to full-fledged AI advocate
• [17:24] The “strategy first” approach for new digital marketing initiatives
• [20:17] Why SEO now means “search everywhere optimization” for B2Bs
• [21:42] The importance of patience in waiting for digital results
• [23:49] Why quality, variety, and quantity of content are essential

In this episode…

Many manufacturers are figuring out how to modernize without losing what already works. The pressure to adopt new tools can feel overwhelming, especially when traditional methods have carried the business for decades. But what happens when staying the same becomes riskier than changing?

According to Lisa Kilrea, a long-time digital strategist for industrial and B2B companies, the shift starts with a clear plan rather than a rush into tactics. She explains that too many businesses leap into digital efforts before understanding their buyers, their goals, or even whether their website can support the traffic they hope to attract. Drawing from years of guiding manufacturers, she compares random marketing efforts to “random acts of kindness” — nice in theory, ineffective in practice. In her view, digital transformation is less about flashy technology and more about building a foundation that sustains long-term growth.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea, Founder of WSI eResults, is interviewed by Chad Franzen of Rise25 to discuss how manufacturers and B2B companies can successfully embrace digital transformation. She breaks down the importance of strategy before execution, why modern SEO means being discoverable everywhere, and how AI is reshaping both marketing and operations. Lisa also shares advice on creating content that meets today’s search and buyer expectations.

Resources mentioned in this episode

• Lisa Kilrea on LinkedIn
• WSI eResults
• Chad Franzen on LinkedIn
• Rise25
• ChatGPT
• Perplexity
• Gemini
• Microsoft Copilot

Quotable Moments

• “Random acts of Kindness are awesome. Random acts of marketing are not.”
• “AI is a very powerful tool that can be a good thing or a bad thing.”
• “If you can’t or don’t want to embrace it, you’re going to be left in the dust.”
• “Content has only become more important with the advent of AI and the LMS.”
• “We kind of bridge the gap between marketing and sales for our clients.”

Action Steps

1. Establish a clear digital strategy before taking action: Starting with a defined plan prevents wasted effort and ensures every tactic supports long-term business goals.
2. Audit your website’s technical foundation: Addressing structural issues early helps search engines and AI tools properly recognize and rank your content.
3. Focus on one high-impact initiative at a time: Concentrating resources increases the chances of quick wins and demonstrates measurable proof of success.
4. Develop varied, high-quality content consistently: Producing multiple content formats improves visibility across search engines, AI platforms, and all buyer discovery channels.
5. Leverage AI to enhance both marketing and operations: Using AI thoughtfully increases efficiency, strengthens decision-making, and opens new opportunities for scalable growth.

Sponsor for this episode…

This episode is sponsored by WSI EResults Manufacturing Marketing — revolutionizing digital marketing for the manufacturing industry.

At WSI EResults, we help B2B manufacturers, OEMs, and industrial distributors elevate their digital presence through AI-powered, data-driven strategies designed to generate targeted, impactful leads.

From SEO and content marketing to tailored campaigns built for the unique challenges of the manufacturing sector, WSI EResults delivers the tools and expertise to help your business stand out, grow, and thrive.

Learn more at wsi-manufacturing-marketing.com. Your blueprint for smarter, more effective manufacturing marketing.