From Sales-Led to Content-Led: How the B2B Buyer's Journey Has Transformed with Pius Chan, VP of Revenue & Growth

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. 🦸‍♂️