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 compromising quality

• Practical ways to measure content’s impact on revenue when direct attribution isn’t possible

• Why gating content often does more harm than good—and what to do instead

• The biggest lessons Niall has learned about repurposing, consistency, and keeping content tied to business goals

Tune in for bold ideas and proven content plays.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io