Supercharge Marketing

Lumen5
  • 1.0 (1)
  • MARKETING
  • UPDATED FORTNIGHTLY

The Supercharge Marketing podcast is for B2B Marketers who believe in the power of brand and storytelling. Featuring no-B.S. conversations from marketing experts who dare to do things differently, this podcast will leave you feeling inspired and ready to amplify your marketing strategy to thrive and stand out in the rapidly evolving world of marketing. --- This podcast is brought to you by Lumen5, a video creator made by marketers, for marketers. Easily make videos for content marketing, thought leadership, and brand awareness in a snap. Used by thousands of businesses, supercharge your content strategy today. Use code SUPERCHARGE for 20% off your first 3 months.

  1. Defrictioning the Buyers Journey with Sophie Neate, Global Head of Digital Marketing & Content

    2 DAYS AGO

    Defrictioning the Buyers Journey with Sophie Neate, Global Head of Digital Marketing & Content

    Sophie Neate, Global Head of Digital Marketing and Content at ABB Electrification, explores how one of the world’s leading technology companies balances precision account-based marketing with scalable campaign execution across more than 100 countries. Sophie brings a wealth of experience navigating complex, industrial buying cycles where purchase decisions involve multiple stakeholders and can stretch beyond a year. Her team has built a sophisticated marketing technology ecosystem, powered by tools such as Pardot, Demandbase, and Salesforce, that enables data-driven decision-making at every stage of the buyer’s journey. She shares how ABB Electrification structures its campaigns around a clear three-phase funnel, awareness, consideration, and nurturing, while evolving toward a hybrid model that pairs account-based marketing precision with broader cross-functional campaign reach. The conversation goes deep into ABB’s bold shift from marketing-qualified leads (MQLs) to marketing-qualified accounts (MQAs), including the nerve-wracking decision to remove personal email addresses from contact forms, a move that improved lead quality by 33 percent. Sophie explains how her team localizes content at scale using in-house AI tools, translation services, and marketing kits that empower regional teams to adapt global messaging without sacrificing brand consistency. What You'll Hear: • How ABB Electrification structures campaigns around a three-phase funnel (awareness, consideration, nurturing) with distinct teams and KPIs for each stage • Why shifting from marketing-qualified leads to marketing-qualified accounts can dramatically improve lead quality and sales alignment • How removing personal email addresses from contact forms increased lead quality by 33 percent and reduced competitor noise • The hybrid model that combines account-based marketing precision for strategic accounts with traditional cross-functional campaigns for broader market reach • How to localize content at scale across 100-plus countries using in-house AI, translation services, and flexible marketing kits • Why 80 percent of buyers research before visiting a company website, and how that shapes the decision to gate or ungate content

    30 min
  2. Intentional Marketing for Scrappy Marketers with Caroline Crawford, CEO of Cultiveight Communications

    21 APR

    Intentional Marketing for Scrappy Marketers with Caroline Crawford, CEO of Cultiveight Communications

    Caroline Crawford thinks most marketing teams have it backwards. They’re cranking out content without asking the most important question: what’s this actually supposed to do? The result? Beautiful assets that get posted and promptly ignored. Expensive videos that generate zero leads. Blog posts nobody reads past the headline. It’s content for content’s sake and it’s burning through budgets without moving the needle. Caroline’s approach flips that completely. She starts every project by mapping out the action each piece is meant to drive, then works backward from there. Want someone to book a demo? Great! what story needs to be told to get them there, and where will they encounter it first? This kind of intentional thinking is how small teams consistently outperform massive ones. While big companies crank out disconnected assets, smart teams turn one webinar into a lead magnet, email series, social posts, and video using tools like Lumen5. Same input. Exponentially more output. She’s especially passionate about email, not the “sign up for our newsletter” kind, but strategic sequences that actually guide prospects toward decisions. Too many companies collect email addresses like trophies with no plan for what happens next. Caroline’s core belief: stop making more stuff. Start making stuff that works. Every piece should have a job, a home, and a clear path to results. What you'll hear in this episode: ● Why your content isn't converting (hint: it's not a quality problem, it's a strategy problem) ● The backwards approach that actually works: start with the outcome, then build everything else around it ● How small teams consistently beat big budgets through intentional planning over endless production ● The art of content multiplication—turning one piece into lead magnets, email sequences, videos, and social posts ● Why your email list might be your most underused asset, and how to fix that without spamming anyone.

    35 min
  3. The Science and Art of Marketing with Francisco Chamorro, Director of Marketing and Communications

    7 APR

    The Science and Art of Marketing with Francisco Chamorro, Director of Marketing and Communications

    Francisco Chamorro, Director of Marketing and Communications at BBSI, explores what it takes to build marketing programs that are both strategically sound and operationally resilient in an environment where tools multiply, budgets tighten, and alignment is everything. Francisco is a seasoned B2B digital strategist with a decade of experience building global demand generation, ABM, and brand awareness programs across industries. The conversation covers a wide range of topics that every B2B marketing leader will recognize as Francisco shares his philosophy on treating internal and external communications with the same discipline because if your internal audience is not bought in, no external campaign will succeed. He breaks down his practical 80/20 operating model for balancing long-term brand building with short-term demand generation, and explains why most MarTech pitfalls come down to two simple mistakes that are entirely avoidable. He also offers candid lessons from his career: fail fast, build for repeatability before scale, and above all, stay curious. What You’ll Hear: • Why internal alignment is the true foundation of any successful marketing campaign and why Francisco’s rule is simple: if your internal users do not buy in first, it does not matter how good the campaign is • How to apply the same communications framework to both internal and external audiences, using cadence, relevance, and data-driven iteration to keep all stakeholders engaged and informed • The two most common MarTech pitfalls Francisco sees across teams: letting tools drive strategy, and failing to fully utilize the tools already in the stack and how to avoid both before adding anything new • Francisco’s 80/20 operating model: spend 80 percent of your time and capacity on the activities that pay the bills and drive long-term growth, and reserve 20 percent for experimentation then promote what works into the 80 and scale it • How to scale ABM programs by building around a single strong core message and then tailoring it by vertical rather than trying to personalize from scratch for every segment • Why content repurposing is not a shortcut but a strategic necessity: give every piece of content the longest possible lifespan by resharing it, because most of your audience will not see it the first time

    24 min
  4. Surgical AI and MarTech Adoption in Enterprise with Brandon Ratliff, Head of Marketing Technologies & Operations

    24 MAR

    Surgical AI and MarTech Adoption in Enterprise with Brandon Ratliff, Head of Marketing Technologies & Operations

    Brandon Ratliffe, Head of Marketing Technologies and Operations at Qualcomm, explores how enterprise-scale marketing operations teams can harness AI strategically, govern complex MarTech stacks, and stay grounded in people-first leadership during a period of rapid technological change. Brandon brings a rare combination of deep technical expertise and human-centered leadership to one of the world’s most influential semiconductor companies, a Fortune 100 organization powering everything from smartphones and AI-enabled laptops to data centers, IoT devices, and autonomous vehicles. With years of experience evaluating, implementing, and scaling enterprise-grade marketing technologies at Qualcomm, Brandon has earned a reputation for knowing when to embrace a new tool and when to walk away. His approach is anything but reactive: it is surgical, strategic, and always anchored to measurable business value. The conversation dives into how Brandon’s team approached AI adoption, not as a shiny object experiment but as a deliberate, governance-led initiative. Brandon shares how Qualcomm enabled AI features across tools like Sixth Sense and Qualtrics, how his team evaluates new technology against strategic priorities, and why clean, well-structured data is the non-negotiable foundation that separates useful AI from “garbage in, garbage out.” He also addresses one of the hardest challenges in B2B marketing: attribution, and how his team chose to double down on execution and education rather than get lost in an unwinnable debate. What You’ll Hear: • How Qualcomm’s marketing operations team approached AI adoption with a “surgical, not shotgun” philosophy and what that meant in practice across tools like Sixth Sense and Qualtrics • Why data quality is the single most important factor before layering AI onto your MarTech stack: structured, clean, and richly governed data is the only foundation that makes AI valuable • How to prioritize MarTech investments at a Fortune 100 company: how strategic planning at the C-level waterfalls down into Martech stack decisions and campaign operations • The governance framework that keeps large MOPs teams aligned, including common data taxonomies, naming standards, and proactive correction practices that prevent costly downstream confusion • Why people come first: how Brandon keeps his team challenged, incentivized, and clear on their role to prevent burnout and maintain momentum through organizational change • How to evaluate MarTech tools like an expert, distinguishing enterprise-grade solutions from “cool whiz bang” products that look impressive but fail to solve a real business problem

    32 min
  5. Navigating Marketing in Regulated Industries with Mike Montooth, VP of Marketing

    11 MAR

    Navigating Marketing in Regulated Industries with Mike Montooth, VP of Marketing

    Mike Montooth, Division Vice President of Marketing at NFM Lending, explores what it truly means to lead marketing in heavily regulated industries and why the constraints that seem like obstacles are actually the foundation for building more trustworthy, effective, and strategically aligned marketing teams. Mike brings over two decades of B2B marketing leadership across some of the most compliance-intensive sectors in business: finance, chemicals, insurance, and manufacturing. He has built brands from the ground up, launched complex products, and led cross-functional teams through major digital transformations all while navigating the strict regulatory guardrails that define these industries. His approach is grounded, relationship-first, and relentlessly focused on tying every marketing initiative back to measurable business outcomes. The conversation covers the full spectrum of modern marketing leadership. Mike shares how he uses compliance as a strategic framework rather than a barrier, how peer validation and testimonials have become the most powerful demand generation tool in his arsenal, and how AI is accelerating both strategic development and content creation at scale without replacing the human judgment that makes great marketing work. He also opens up about two pivotal career mistakes: the trap of becoming a task-taker early in your career, and the hard-won lesson that stakeholder relationships are the engine behind every successful project. What You’ll Hear • How to use regulatory compliance as a strategic marketing framework, not a roadblock, and why building a genuine partnership with your compliance team is one of the highest-leverage moves a marketing leader can make • Why reviews, testimonials, and peer validation have become the most powerful demand generation tools in the modern buyer’s journey, and how to elicit the right testimonials even in tightly controlled industries • How AI is accelerating strategic development, from competitive analysis and audience research to messaging frameworks and content calendars, and why the human layer of brand voice and strategic insight remains irreplaceable • The honest truth about AI and content creation at scale: what it does well, where it still falls short (especially in brand-specific visual design), and how to position it to your team as a tool that frees up bandwidth for higher-value work • How to get your marketing team to genuinely buy into AI adoption, not through mandates, but by showing them how it clears the mundane work so they can focus on the more engaging, creative challenges

    25 min
  6. What Teaching Taught Me About Trust, Attention, and Better Marketing with Nora Ioane, Marketing Manager

    21 JAN

    What Teaching Taught Me About Trust, Attention, and Better Marketing with Nora Ioane, Marketing Manager

    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 communicationsHow reducing cognitive load and eliminating fluff directly impacts trustWhat it really means to code switch messaging across patients, clinicians, and executivesWhy over-explaining can frustrate audiences and undermine credibilityHow consistency and repetition build trust more effectively than one-off messagesWhere AI fits into healthcare marketing and where it does notWhy 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. 🦸‍♂️

    30 min
  7. Brand Strategy Beyond Performance Metrics: How Trust Drives Long-Term Growth with Jan Liebchen, SVP & Head of Marketing

    7 JAN

    Brand Strategy Beyond Performance Metrics: How Trust Drives Long-Term Growth with Jan Liebchen, SVP & Head of Marketing

    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 differentiationHow customer storytelling builds trust more effectively than brand-led claimsThe role every employee plays in delivering the brand experienceWhy brand leaders must address emotion before data to influence internal stakeholdersHow to think about AI in marketing when privacy, compliance, and authenticity matterWhy sponsorships work best when treated as conversations, not media buysHow to measure sponsorship ROI beyond direct sales and short-term performanceA 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. 🦸‍♂️

    39 min
  8. The Mortgage Broker's Guide to Content Efficiency and AI-Powered Growth with Dean Lawton, Founding Partner

    01/12/2025

    The Mortgage Broker's Guide to Content Efficiency and AI-Powered Growth with Dean Lawton, Founding Partner

    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 platformsWhy answering repetitive client questions (like "fixed vs. variable rates") creates your best contentThe counterintuitive power of showcasing achievements and milestones in your marketingHow AI automation will actually increase demand for authentic human connectionsWhy 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. 🦸‍♂️

    38 min
See All (38)

About

The Supercharge Marketing podcast is for B2B Marketers who believe in the power of brand and storytelling. Featuring no-B.S. conversations from marketing experts who dare to do things differently, this podcast will leave you feeling inspired and ready to amplify your marketing strategy to thrive and stand out in the rapidly evolving world of marketing. --- This podcast is brought to you by Lumen5, a video creator made by marketers, for marketers. Easily make videos for content marketing, thought leadership, and brand awareness in a snap. Used by thousands of businesses, supercharge your content strategy today. Use code SUPERCHARGE for 20% off your first 3 months.

Information

  • Creator
    Lumen5
  • Years Active
    2021 - 2026
  • Episodes
    38
  • Rating
    Clean
  • Copyright
    © 2022 Lumen5
  • Show Website
    Supercharge Marketing