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. 🦸‍♂️

In this episode of Supercharge Marketing, host Pius talks with Blythe Morrow—a product marketing consultant who's mastered the art of translating complex technology into messages that resonate with every buyer at the table.

Blythe shares why the best product marketers leave their desks, join sales calls, and build tight-knit customer ecosystems that fuel both strategy and content. With a background spanning Microsoft to nimble startups, she's seen what works when teams need to align around rapidly shifting buyer needs. "It's important to start with the ending in mind," Blythe explains. "Where does the customer want to end up?"

From navigating AI's impact on search to stretching small team resources across multiple channels, this conversation delivers practical tactics for today's B2B marketing landscape.

What You'll Learn:

• How to build customer ecosystems through focused workshops and roundtables
• Why product marketers must bridge product, sales, and marketing teams
• Tactics for segmenting messaging by real buyer personas
• How to repurpose content strategically across channels
• Adapting your approach as AI reshapes how buyers research and evaluate solutions

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. 🦸‍♂️

In this episode of Supercharge Marketing, host Pius Chan sits down with Kirsten Kutz, who leads reputation, media, and culture communications at GE Aerospace. When billions of people touch your product but only a handful understand how it works, you face a rare marketing challenge—and Kirsten has mastered it. She reveals how to build trust across technical audiences and global cultures, why consistency beats volume every time, and how live communication now cuts through the noise better than polished content.

What You'll Learn

• Why trust in B2B markets is built on consistency, not campaign volume or flashy creative
• How to identify the fundamentals of your offering that stay constant, then adapt the nuance for different cultures
• How to translate technical depth into stories that resonate—from decision-makers to the audience who touch your product
• What authenticity really means in an age of AI-generated content and how it will become your competitive edge

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. 🦸‍♂️

In this special episode of Supercharge Marketing, we flip the script. Thomas Klinger, Global Head of Enterprise Sales at Lumen5, interviews Pius Chan, VP of Revenue, about the seismic shift that's changed B2B forever: buyers don't want to talk to sales anymore.

What You'll Learn

• Why the buyer's journey went from sales-led to content-led (and what that means for your team)
• How to structure marketing KPIs that actually tie to pipeline at every funnel stage
• The three-pillar framework: revenue marketing → product marketing → brand marketing (in that order)
• How to align marketing, sales, and CX around shared revenue goals instead of siloed metrics
• Why listening to churned customers reveals more than your best case studies ever will
• What to cut when budgets get tight (hint: start with brand if your revenue engine isn't humming)

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. 🦸‍♂️

In this episode of Supercharge Marketing, Pius Chan talks with Jacob Brain, Director of Operations at Marketers in Demand, about what it takes to create content systems that scale, especially for small, scrappy B2B teams.

Jacob shares how to build a repeatable framework for content that starts with the source: the subject-matter experts inside your organization. “Content needs to come directly from an expert source," he says. That insight drives his three-part model: source, develop, and distribute. It's a process that guarantees your content reflects real perspective, not AI-generated filler.

Jacob also digs into the balance between in-house work and outsourcing, and how to avoid spinning your wheels on content that doesn't move the needle. His advice? Slow down to define your strategy, then move fast with execution. “Something is better than nothing,” he says. “Get something out the door and make decisions based on the data.”

If you’re a marketer trying to do more with less, this episode’s packed with practical, real-world advice to help you get moving.

What You'll Learn

• How to turn expert insights into content that actually scales
• 
  
• A simple, repeatable system: source → develop → distribute
• When to outsource, when to keep content in-house
• How small teams can outplay bigger ones by focusing on one channel and one metric
• Why slowing down to set your strategy makes everything else faster (and better)

Why It Matters

• No system? Expect burnout, chaos, and results that miss the mark
• 
  
• If your content lacks real perspective, your brand blends in with the crowd
• Small teams that focus can punch way above their weight
• Skipping strategy wastes time and stalls growth
• Content without expert insights feels flat, forgettable, and easy to ignore

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. 🦸‍♂️

Today’s B2B buyers are tuning out traditional marketing—and doing their homework long before ever talking to sales. Authentic social proof matters more than ever. Yet, too many companies treat customer stories like one-off projects that quickly fade into the background.

Andy Stauffer, former VP of Sales and Marketing at CloudCoach and now CEO and founder of Proofmap, has seen this challenge firsthand. On this episode of Supercharged Marketing, Andy joins Pius Chan to explore how resource-strapped marketing teams can turn customer interviews into living, evolving assets that fuel every stage of the buyer journey—not just static case studies gathering dust.

“If you're having 30 to 50 really useful testimonial conversations a year, how can you get as much value as possible—impacting the entire buyer journey instead of just tossing them up on a website?” — Andy Stauffer

Tune in as we dive into practical ways to capture authentic customer voices and build the kind of social proof modern B2B buyers trust.

The big takeaway?

Your best proof deserves better. Keep customer stories alive and let them power your revenue growth at every stage of the journey.

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. 🦸‍♂️

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