In this show, host Niels van Melick interviews marketing leaders at leading B2B organizations to uncover their winning strategies. No fluff—just straight up actionable insights you can take away from each episode.
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Using AI in B2B Marketing: The Dos & Don’ts (with Jade Hill from Abnormal Security)
35:00
35:00
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35:00
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 …
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Content Marketing in Highly Technical Companies (with Michelle Peterson from NetSPI)
32:09
32:09
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32:09
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 episod…
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How to Start Strong and Build Impact in a New Marketing Role (with Ife Akintoye from VantagePoint)
28:25
28:25
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28:25
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 fo…
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YouTube for B2B: How To Do It Right (with Lexi Croisdale from Varonis)
30:29
30:29
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30:29
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…
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Turning Your Employees Into a Powerful Marketing Channel With an Employee Advocacy Program (with Kit McKay from Basis Technologies)
33:31
33:31
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33:31
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'l…
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The Art of Customer Interviews & How to Do Them Properly (with Brooke Andrus from Eleos Health)
30:13
30:13
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30:13
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 wha…
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How to Use a Journalistic Approach to Create Top-Performing B2B Content (with Erin McGann from SNP Group)
36:51
36:51
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36:51
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 usin…
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