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

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