How Siemens Builds Its Content Strategy (with Niall Sullivan, Head of Marketing for Senseye)

The B2B Content Strategy Show

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