In this episode of 95% Content, Erik Jacobson (CEO of hatch.fm) talks with Sophie Buonassisi (VP of Marketing at GTM Fund) about how they've built a content strategy that positions them as the #1 choice for founders seeking funding.
GTM Fund operates on the thesis that "capital is commodity" - the real differentiator is go-to-market expertise. Sophie shares how they've leveraged this positioning into a content engine that builds relationships with founders 12-18 months before they're ready to raise capital, ensuring GTM Fund is top-of-mind when funding decisions are made.
Sophie also reveals how they reacquired Sales Hacker (which their GP originally founded and sold to Outreach) and rolled it into their media brand GTM Now, creating a full-circle moment that accelerated their content strategy.
Here’s what you’ll learn in this episode:
- GTM Fund's "capital is commodity" thesis and operator-led differentiation
- Why content has been part of their DNA since day one (not just tacked on)
- Their 95% content philosophy: building trust before founders are in-market
- How they balance tactical GTM content with subtle brand reinforcement
- The "intentional attention" approach - quality over broad reach
- Multi-channel content strategy: newsletter, podcast, events, and social
- Why email distribution drove 17% immediate increase in podcast listenership
- The repurpose-then-optimize strategy for expanding to new channels
- YouTube as both distribution channel and search engine for evergreen content
- Growth tactics: podcast directory optimization, ecosystem partnerships, and ratings strategies
- Setting content KPIs based on TAM, not broad vanity metrics
- Working with busy executives: time-blocking and enablement strategies
- The ecosystem approach to content partnerships and distribution
- Why creativity will become the key differentiator as AI handles production tasks
Key Insight: GTM Fund proves that when you have a strong company thesis (go-to-market is the remaining moat), you can build that differentiation directly into your content strategy. Instead of generic VC content, they focus on tactical, "real talk" GTM execution that serves their audience while reinforcing their unique value proposition.
Their success comes from treating content as a "reverse funnel" - casting wide with valuable content, narrowing to subscriber capture, then expanding back out with additional resources and ecosystem connections.
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This episode is brought to you by Hatch.
Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to run an efficient content engine and be seen as the #1 choice to future buyers.
To learn more, go to hatch.fm
