Shows
The B2B Content Strategy ShowHow Siemens Builds Its Content Strategy (with Niall Sullivan, Head of Marketing for Senseye)In this episode of The B2B Content Strategy Show, Niels van Melick is joined by Niall Sullivan, Head of Marketing for Senseye at Siemens. Niall shares how he built a podcast-first content strategy that stands out in a crowded market, uses AI to scale repurposing, and ties efforts to revenue without chasing vanity metrics.Here’s what you’ll learn in this episode: • Why the podcast sits at the core of Siemens Senseye’s content strategy and fuels every other asset • How to use AI tools to accelerate repurposing, ideation, and distribution without co...
2025-08-2030 minThe B2B Content Strategy ShowHow AI Can Make You a Better Content Marketer (with Catie Grasso from Dataiku)This week on the podcast, Niels van Melick sits down with Catie Grasso, Head of Content Marketing at Dataiku, to dive into how AI is reshaping content marketing. Catie shares her insights on how her team integrates AI into their daily workflows, balances automation with creativity, and ensures high-quality content at scale.Here's what you'll learn in this episode:– The biggest misconceptions about using AI in content marketing.– How AI can help scale content production without sacrificing quality.– The four key ways Catie’s team is using AI in their...
2025-03-1326 minThe B2B Content Strategy ShowThe Art of Doing More with Less in Content Marketing (with Elise Thrale from Napier AI)This week on the podcast, Niels van Melick is joined by Elise Thrale, Head of Content at Napier AI, to discuss how to maximize content marketing impact with limited resources. Elise shares her insights on prioritizing content efforts, learning from past experiments, and repurposing high-performing assets for long-term success.Here's what you'll learn in this episode:– How to prioritize content efforts when working with a lean team.– Why some content experiments fail—and how to pivot quickly.– The key to creating scrappy but effective research reports.– How to get...
2025-03-0721 minThe B2B Content Strategy ShowHow to Align Sales and Marketing Without the Headaches (with Aino Hakkinen from Sievo)This week on the podcast, Niels van Melick sits down with Aino Hakinen, VP of Marketing at Sievo, to dive into the challenges and opportunities of sales and marketing alignment. With a background in sales development, Aino brings a unique perspective on how marketing can drive revenue, build stronger relationships with sales teams, and create strategies that actually move the needle.Here's what you'll learn in this episode:• The biggest misconception about sales and marketing alignment.• How to shift marketing from a lead generator to a revenue driver.• Why aligning on the ideal...
2025-02-1220 minThe B2B Content Strategy ShowHow to Build and Scale a High-Performing Content Team (with John Habib from Diligent)This week on the podcast, Niels van Melick is joined by John Habib, Director of Content Strategy at Diligent, to explore what it takes to build and scale a high-performing content team. With years of experience leading content teams, John shares his insights on identifying key roles, balancing internal and external resources, and adapting to evolving business needs.Here's what you'll learn in this episode:• The three key pillars for building an effective content team from scratch.• How to decide between hiring in-house and working with agencies.• Tips for scali...
2024-12-1825 minThe B2B Content Strategy ShowBreaking Down Internal Silos for Better Marketing ROI (with Elizabeth Strickert from A-LIGN)This week on the podcast, Niels sits down with Elizabeth Strickart, Director of Content Marketing at A-LIGN, to explore the challenges and opportunities of breaking down organizational silos in marketing. Elizabeth shares her journey of fostering collaboration across teams to create more impactful campaigns and drive better results.Here's what you'll learn in this episode:• Why breaking down silos is critical for marketing success.• How to build strong cross-departmental relationships in a remote work environment.• Tips for working effectively with subject matter experts.• How A-LIGN transformed their annual report into a compa...
2024-12-0426 minThe B2B Content Strategy ShowHow B2B Marketing Teams Should Differentiate Their Content (with Matthew Grant from SAP LeanIX)This week on the podcast, Niels sits down with Matthew Grant, Director of Content Marketing at SAP LeanIX, to explore the challenges and opportunities of creating truly differentiated content in the age of AI. Matthew shares his wealth of experience in content strategy, customer storytelling, and leveraging subject matter expertise to stand out in competitive B2B markets.Here's what you'll learn in this episode:Why differentiation is critical in a world of AI-generated content.How to identify and showcase what makes your company truly unique.The role of educational content in building trust and authority...
2024-11-2726 minThe B2B Content Strategy ShowFrom Silos to Synergy: How Companies Should Align Their Content and Product Marketing (with Thereasa Roy from OffSec)This week on the podcast, Niels van Melick is joined by Thereasa Roy, Director of Content and Product Marketing at OffSec, to explore the unique benefits of aligning product marketing with content marketing for long-term success. Thereasa shares her experiences overseeing both teams and how it has led to more cohesive messaging and impactful campaigns.Here's what you'll learn in this episode:Why combining product marketing and content marketing creates more impact.The benefits of a unified messaging framework and how to implement it.How to use customer insights to shape both content and...
2024-11-2028 minThe B2B Content Strategy ShowHow to Run Events That Drive Real Business Impact (with Carleen Hughes from Kainos)This week on the podcast, Niels van Melick talks with Carleen Hughes, VP of Marketing at Kainos, about how to maximize ROI from events. With experience managing over 30 events annually, Carleen shares her insights on integrating events as a core element of a B2B marketing strategy, covering everything from planning to post-event follow-up.Here's what you'll learn in this episode:Why events are worth the investment despite their high cost.How to define and measure high-quality leads at events.The importance of aligning sales, SDR, and marketing teams for event success.Key challenges in event...
2024-11-1334 minThe B2B Content Strategy ShowBuilding Thought Leadership with Original Research Reports (with Nicole Caci from AvePoint)This week on the podcast, Niels van Melick dives into the world of original research reports with Nicole Caci, Director of Content and Communications at AvePoint. Nicole recently launched a successful research report that has been referenced by industry heavyweights like Gartner.Here's what you'll learn in this episode:• Why original research reports are essential for building thought leadership and content differentiation.• Tips for designing survey questions that yield valuable insights.• Strategies for repurposing research findings to fuel your content throughout the year.• How to align internal teams, like sales an...
2024-11-0633 minThe B2B Content Strategy ShowHow to Build a Winning Content Strategy for B2B Companies with Long Sales Cycles (with Abi Malins from Leadwave)This week on the podcast, Niels van Melick sits down with Abi Malins, Content Strategist at Leadwave, to discuss how to build an effective content strategy that truly resonates with your audience. Drawing from her experience working with B2B tech & consulting firms, Abi shares her insights on what makes a content strategy successful.Here's what you'll learn in this episode:Why customer research is crucial for top-performing content.The most common mistakes companies make when developing a content strategy.How to turn your company’s expertise into thought leadership content.Tips for effective interviews with yo...
2024-10-2322 minThe B2B Content Strategy ShowHow to Create Highly Effective Thought Leadership Content (with Brooke Gocklin from CoreWeave)This week on the podcast, Niels van Melick is joined by Brooke Gocklin, Head of Content Marketing at CoreWeave, to discuss how to build effective thought leadership campaigns. Brooke shares her expertise on how to develop content strategies that resonate with your audience, stand out in the market, and drive results.Here's what you'll learn in this episode:• What separates impactful thought leadership from generic content.• Strategies for identifying your brand’s unique point of view and leveraging it for thought leadership.• Effective ways to collaborate with subject matter experts within your org...
2024-10-1630 minThe B2B Content Strategy ShowHow to Make Real Impact as a New Content Leader (with Sonja Jacob from Athenahealth)In this episode of B2B Marketing Done Right, Niels van Melick sits down with Sonja Jacob, Director of Content Marketing at Athenahealth, to explore how content marketing leaders can make a real impact in a new company. Drawing from her experience at leading companies like Meta and Cisco, Sonja shares valuable insights on building a content function that delivers measurable results within large-scale marketing organizations.Here's what you'll learn in this episode:• How to narrow your focus and prioritize key areas in your first months as a content leader.• The importance of focu...
2024-09-2436 minThe B2B Content Strategy ShowGoodbye Lead Gen, Hello Brand Power: The Future of B2B Marketing (with Lena Weber-Reed from Getronics)This week on the podcast, Niels van Melick is joined by Lena Weber-Reed, UK Marketing and Communications Manager at Getronics, to discuss the current state of B2B marketing and how teams should adapt to drive results. Lena shares her thoughts on the challenges facing B2B marketers today—from shifting away from traditional lead gen tactics to the need for a greater focus on brand marketing.Here's what you'll learn in this episode:• The impact of recent changes in B2B marketing and how to navigate them.• The importance of creative storytelling, humor...
2024-09-1132 minThe B2B Content Strategy ShowUsing AI in B2B Marketing: The Dos & Don’ts (with Jade Hill from Abnormal Security)This week on the podcast, Niels van Melick explores the practical use cases of AI in B2B content marketing with Jade Hill, Director of Content and Communications at Abnormal Security. Jade shares how AI tools like ChatGPT have transformed her workflow, from research to content repurposing.Here's what you'll learn in this episode:• The role of AI in writing and how to leverage it without compromising quality.• How to use AI for content repurposing.• The importance of maintaining human oversight to ensure accuracy and relevance.• Challenges and limitations of AI to...
2024-07-2435 minThe B2B Content Strategy ShowContent Marketing in Highly Technical Companies (with Michelle Peterson from NetSPI)This week, Niels van Melick talks with Michelle Peterson, Content Marketing Manager at NetSPI, about how to turn complex and technical topics into engaging content. Michelle shares her experiences and strategies for working with subject matter experts to create content that resonates with technical audiences.Here's what you'll learn in this episode:• The challenges and solutions in collaborating with technical experts.• How to develop a content strategy centered on high-value pillar content.• Techniques for making technical content engaging and accessible.• The importance of preparation and research in content creation.• Stra...
2024-07-1032 minThe B2B Content Strategy ShowHow to Start Strong and Build Impact in a New Marketing Role (with Ife Akintoye from VantagePoint)This week on the podcast, Niels van Melick is joined by Ife Akintoye, Head of Marketing at VantagePoint, to discuss strategies for making a significant impact when starting a new marketing role or at a new company. Ife shares her journey of building a successful marketing program from the ground up and offers valuable insights and practical tips for marketers at all stages of their careers.Here’s what you’ll learn in this episode:The first key steps to take when starting a new marketing role.How to build a marketing foundation from scratch.Strategies for...
2024-06-1228 minThe B2B Content Strategy ShowYouTube for B2B: How To Do It Right (with Lexi Croisdale from Varonis)This week on the podcast, Niels van Melick sits down with Lexi Croisdale, Content Marketing Manager at Varonis, to explore why B2B companies should consider YouTube as a key distribution channel for their content. With extensive experience in growing B2B brands on YouTube, Lexi shares her insights and strategies for effective video marketing in B2B.Here's what you'll learn in this episode:Key reasons why YouTube is a must-have channel for B2B companies.Strategies for creating effective YouTube content from scratch.Tips for optimizing YouTube videos, including titles, descriptions, and thumbnails.How...
2024-05-2930 minThe B2B Content Strategy ShowTurning Your Employees Into a Powerful Marketing Channel With an Employee Advocacy Program (with Kit McKay from Basis Technologies)This week, Niels van Melick sits down with Kit McKay, Global Content Manager at Basis Technologies. They discuss employee advocacy programs and how they can transform your employees into powerful marketing channels. Kit shares his firsthand experience with the launch and management of Basis Technologies' employee advocacy program.Here's what you'll learn in this episode:Why employee advocacy is a critical component of modern B2B marketing.How to launch and scale an employee advocacy program.Challenges and solutions in encouraging employee participation and engagement.The actual business results of a successful employee advocacy program.
2024-05-0733 minThe B2B Content Strategy ShowThe Art of Customer Interviews & How to Do Them Properly (with Brooke Andrus from Eleos Health)This week on the podcast, Niels van Melick dives deep into the art of customer interviews with Brooke Andrus, Senior Content Marketing Manager at Elios Health. Brooke has conducted dozens of customer interviews, and in this episode, she shares her top tips for using them to create B2B content that *actually* resonates with your audience.Here's what you'll learn in this episode:Why customer interviews are key for creating authentic and engaging content.How to conduct great interviews, even when you’re short on time.How to use customer insights to create content that resonates.So...
2024-04-3030 minThe B2B Content Strategy ShowHow to Use a Journalistic Approach to Create Top-Performing B2B Content (with Erin McGann from SNP Group)This week, Niels van Melick and Erin McGann chat about the need for a journalistic mindset to create successful B2B content campaigns. Erin, who runs content strategy at SNP Group, shares her tips for making content more engaging and relatable—especially when it comes to technical topics.Here's what you'll learn in this episode:The impact of using a journalistic approach in your content.How to find the topics your audience actually cares about.Tips for turning technical topics into compelling stories.How to interview your subject matter experts to create top-performing content.Tu...
2024-04-1636 min
The ABM VoiceS02E07 In Conversation with Niels van Melick of Leadwave.ioWelcome to another exciting episode of the ABM Voice podcast. Join your host, Arun Gopalaswami (CEO of Recotap), as he interviews leading B2B sales and marketing experts to bring their ideas, best practices, and the latest trends to help you excel in your role. In this episode, Arun speaks with Neils van Melick, Founder and Head of Content of Leadwave.io, a company that provides thought leadership content for B2B tech. He leads a team of specialist B2B tech writers, editors, and strategists who interviews a company's experts & executives and then turn their insights i...
2023-09-2040 minThe ABM VoiceS02E07 In Conversation with Niels van Melick of Leadwave.ioWelcome to another exciting episode of the ABM Voice podcast. Join your host, Arun Gopalaswami (CEO of Recotap), as he interviews leading B2B sales and marketing experts to bring their ideas, best practices, and the latest trends to help you excel in your role. In this episode, Arun speaks with Neils van Melick, Founder and Head of Content of Leadwave.io, a company that provides thought leadership content for B2B tech. He leads a team of specialist B2B tech writers, editors, and strategists who interviews a company's experts & executives and then turn their insights i...
2023-09-2040 min