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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 in niche markets.The role of customer stories and subject matter experts in creating content that stands out.Practical tips for building strong relationships with internal experts to fuel your contentstrategy.Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
LinkedIn http://linkedin.com/in/nielsvanmelick
Website http://leadwave.io
CONNECT WITH MATTHEW:
LinkedIn http://linkedin.com/in/matthewtgrant
Website http://leanix.net
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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 product initiatives.Key strategies for running aligned product launches and content campaigns.Practical tips for avoiding common silos and fostering collaboration.The career path between product and content marketing and how these roles complement each other.Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH THEREASA:
🔔 LinkedIn: linkedin.com/in/thereasaroy
🌐 Website: offsec.com
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Saknas det avsnitt?
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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 preparation and how to overcome them.Best practices for showcasing your brand and differentiating your booth from competitors.How to effectively follow up after an event to keep momentum going.Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
LinkedIn http://linkedin.com/in/nielsvanmelick
Website http://leadwave.io
CONNECT WITH CARLEEN:
LinkedIn http://linkedin.com/in/carleenhughes
Website http://kainos.com
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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 and product, around a shared research initiative.
• Best practices for measuring the impact and long-term value of your research report.
Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH NICOLE:
🔔 LinkedIn: linkedin.com/in/nicole-caci-30aa24108
🌐 Website: avepoint.com
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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 your subject matter experts.How to build a highly efficient content engine.Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
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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 organization.
• The role of distribution in ensuring your thought leadership content reaches the right audience.
• How to measure the success of thought leadership campaigns.
Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH BROOKE:
🔔 LinkedIn: linkedin.com/in/brooke-gocklin
🌐 Website: coreweave.com
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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 focusing on people, processes, and programs in your first six months.
• Practical tips for implementing effective content production processes.
• How to balance supporting paid demand gen and organic content efforts.
• The role of original research and subject matter expertise in creating distinctive content.
• How to set realistic expectations for content’s impact on revenue and long-term goals.
Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
http://www.linkedin.com/in/nielsvanmelick
Website http://www.leadwave.io
CONNECT WITH SONJA:
LinkedIn http://www.linkedin.com/in/sonjajacob
Website http://www.athenahealth.com
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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, and emotional-driven content in B2B marketing.
• How B2B marketers can shift away from outdated lead generation tactics and focus on more effective approaches.
• The role of customer research in shaping relevant, engaging content strategies.
• The value of dark social, social selling, and employee advocacy in modern marketing
Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH LENA:
🔔 LinkedIn: linkedin.com/in/lenaweberreed
🌐 Website: getronics.com
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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 tools in content creation (and how to overcome them).
Tune in for valuable insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH JADE:
🔔 LinkedIn: linkedin.com/in/jadehill/
🌐 Website: abnormalsecurity.com
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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.
• Strategies for repurposing content to maximize its reach and impact.
• Insights into validating content topics with customers and internal alignment.
Tune in for valuable insights and actionable tips.
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH MICHELLE:
🔔 LinkedIn: linkedin.com/in/michelle-peterson/
🌐 Website: netspi.com
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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 gaining buy-in and fostering collaboration with other departments.Tips for implementing quick wins to demonstrate marketing value.The importance of data measurement and creating a robust marketing dashboard.The role of employer branding in attracting top talent and scaling a company.Tune in for useful insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH IFE:
🔔 LinkedIn: linkedin.com/in/ifeakintoye/
🌐 Website: vantagepoint.consulting
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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 to repurpose webinars and other long-form content for YouTube and YouTube Shorts.Overcoming challenges in producing high-quality, engaging video content.Metrics to track for measuring the success of your YouTube strategy.Tune in for useful insights and actionable tips!
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH LEXI:
🔔 LinkedIn: linkedin.com/in/alexiscroisdale
🌐 Website: varonis.com
Produced in partnership with www.podlad.com
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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.Tune in to get useful insights and practical tips to turn your employees into a powerful marketing channel.
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH KIT:
🔔 LinkedIn: https://www.linkedin.com/in/mr-kit-mckay
🌐 Website: basistechnologies.com
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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.Solutions to common problems you might face when setting up and doing customer interviews.Tune in to get useful insights and practical tips to improve your customer interview game.
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH BROOKE:
🔔 LinkedIn: linkedin.com/in/brookeandrus
🌐 Website: eleos.health
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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.Tune in to get practical tips and helpful insights to make your content better.
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
CONNECT WITH ERIN:
🔔 LinkedIn: linkedin.com/in/mcgannerin
🌐 Website: snpgroup.com
