In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Sylvia LePoidevin (CMO at Kandji) about their evolution from targeting the 5% of buyers actively in-market to building a 95% content strategy for future buyers.
Sylvia joined Kandji as employee #4 with zero customers, no website, and no brand, and has been leading their marketing strategy as CMO to help them become a billion-dollar device management and security platform.
Here's what you'll learn in this episode:
- How to know when you've "maxed out" the 5% and should pivot to a 95% content strategy
- Building "internal influencers" at your company for organic reach
- What metrics to use for early-stage brand measurement
- How to run scrappy audience surveys with existing customers for actionable insights
- The "anchor and distribution" content flywheel that powers everything
- Why marketing hackathons accelerate the transition from research to execution
- How to develop strong company POVs
- Team structure approach: every anchor and channel needs an owner
- Why you should start simple with impressions before complex attribution
- The future of "full-stack marketers" enabled by AI tools
Key Insight: The biggest marketing mistake is allocating budget proportional to where buyers currently are (5% in-market) rather than where the opportunity lies (95% not yet ready). Companies that start building relationships with the 95% early - before their 5% strategies hit diminishing returns - create an unfair advantage when those future buyers enter their consideration phase.
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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
