In this episode of Supercharge Marketing, host Thomas Klinger sits down with Nora Ioane, Business Marketing Manager for Cardiac Services at SpecialtyCare, to explore how lessons from teaching translate into clearer, more trusted marketing, especially in high-stakes healthcare environments.

With a background spanning secondary education, internal communications, and healthcare marketing, Nora brings a uniquely empathetic lens to how messages are crafted, delivered, and received. She shares why effective marketing is not about saying more. It is about saying the right thing to the right audience in a way that respects their time, attention, and trust.

Drawing on her experience as a former teacher, Nora explains how backwards planning shapes her communications strategy, why reducing cognitive load is critical for busy clinicians and patients, and how code switching between audiences can dramatically improve clarity and engagement. She also dives into the hidden risks of over-explaining, the trust-destroying impact of fluff and jargon, and why consistency, not volume, is what ultimately builds credibility.

The conversation also touches on the evolving role of AI in healthcare marketing. Nora sees opportunity in ideation and personalization, but not replacement, and emphasizes the importance of human oversight, brand voice, and institutional trust.

Whether you are a marketer, communicator, or leader navigating complex stakeholder environments, this episode offers a grounded, thoughtful approach to creating messaging that actually lands.

What You’ll Learn

• Why backwards planning from education is a powerful framework for marketing and internal communications
• How reducing cognitive load and eliminating fluff directly impacts trust
• What it really means to code switch messaging across patients, clinicians, and executives
• Why over-explaining can frustrate audiences and undermine credibility
• How consistency and repetition build trust more effectively than one-off messages
• Where AI fits into healthcare marketing and where it does not
• Why diverse internal reviewers act as a critical checks-and-balances system for high-stakes communications

About This Podcast

Welcome to Season 3 of Supercharge Marketing. This season is not just about choosing the right channels. It is about creating content with purpose.

We are living in a marketing-led buyer’s journey. This season explores how marketers can own the revenue conversation by building purposeful, strategic content that connects with audiences across multiple channels.

Whether you are in a startup, an agency, or a large enterprise, Supercharge Marketing delivers expert insights, tactical guidance, and real-world examples to help you harness the power of omnichannel and multichannel strategies so you can engage audiences, generate demand, and drive real business impact.

Get ready to feel like the superhero of your marketing team. 🦸‍♂️

In this episode of Supercharge Marketing, host Thomas Klinger sits down with Jan Liebchen, SVP & Head of Marketing at M&T Bank, to explore how brands build trust, relevance, and measurable impact in one of the most regulated and commoditized industries: banking.

Jan shares why banking products alone don’t differentiate brands—and why trust is earned not through claims, but through customer-led storytelling and consistent delivery across every touchpoint. Drawing from his global background (Germany, East Africa, and the U.S.), Jan explains how brand leaders must balance data and emotion to align internal teams and influence decision-making. “People often arrive at conclusions emotionally before they can ever digest the data,” he explains.

The conversation also dives deep into sports sponsorships as a brand strategy, including M&T’s long-standing partnership with the Buffalo Bills. Jan reframes sponsorships as an ongoing conversation with a “naturally attracted audience,” not a logo-placement exercise—and shares how M&T measures success across brand health, engagement, and long-term revenue impact. One standout analogy compares brand investment to going to the gym: if you measure results too early, the data will lie.

From navigating AI responsibly in a regulated environment to proving the long-term ROI of brand and partnerships, this episode delivers practical, executive-level insight for marketers under pressure to justify every dollar.

What You’ll Learn:

• Why banking is a “commoditized product” category—and how brand strategy creates differentiation
• How customer storytelling builds trust more effectively than brand-led claims
• The role every employee plays in delivering the brand experience
• Why brand leaders must address emotion before data to influence internal stakeholders
• How to think about AI in marketing when privacy, compliance, and authenticity matter
• Why sponsorships work best when treated as conversations, not media buys
• How to measure sponsorship ROI beyond direct sales and short-term performance
• A powerful framework for explaining why brand investments take time to pay off

ABOUT THIS PODCAST

Welcome to Season 3 of Supercharge Marketing. This season isn’t just about choosing the right channels—it’s about creating content with purpose.

We’re living in a marketing-led buyer’s journey, and today’s marketers are expected to own the revenue conversation. Each episode explores how strategic content, brand thinking, and omnichannel execution come together to drive real business impact.

Whether you’re working in financial services, B2B, SaaS, or enterprise marketing, Supercharge Marketing delivers expert insights, practical frameworks, and real-world examples to help you connect brand to growth—and feel like the superhero of your marketing team. 🦸‍♂️

In this episode of Supercharge Marketing, host Pius talks with Dean Lawton—a founding partner and managing broker who's built a 450-broker team across Canada by prioritizing educational content over traditional cold calls.

Dean shares why the most efficient marketers think like content creators first, transforming single podcast recordings into weeks of multi-channel material. With a career spanning real estate financing to leading one of Canada's largest mortgage brokerages, he's proven that your "boring" industry expertise is actually your most valuable marketing asset. "Show them how to make it, show them exactly how to do it so they can go do it on their own," Dean explains. "You just build trust that you actually know what you're doing."

From leveraging AI while protecting the human touch to collaborating with competitors like craft breweries do, this conversation delivers practical strategies for scaling service-based businesses through content.

What You'll Learn:

• How to repurpose one 30-minute podcast into two weeks of content across multiple platforms
• Why answering repetitive client questions (like "fixed vs. variable rates") creates your best content
• The counterintuitive power of showcasing achievements and milestones in your marketing
• How AI automation will actually increase demand for authentic human connections
• Why giving more value to existing clients makes recruitment effortless

ABOUT THIS PODCAST

Welcome to Season 3 of Supercharge Marketing. This season isn't just about choosing the right channels; it's about creating content with purpose. Why? Because we're living in a marketing-led buyer's journey.

This season, we'll talk about how marketers can own the revenue conversation by building purposeful, strategic content that connects with audiences across multiple channels. Whether you're in a startup, an agency, or a large enterprise, we'll show you how to harness the power of omnichannel and multichannel strategies to engage customers and generate the leads that lead to revenue.

Get ready for expert insights, tactical tips, and real-world examples that will make you feel like the superhero of your marketing team. 🦸‍♂️