B2B Marketing Done Right Niels van Melick

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

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

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

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