CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content).

Domi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strongest channel, and how they decide where to invest when content ROI is hard to measure.

This is a tactical, honest look at what content looks like when brand, demand, and trust all work together.

Key topics covered:

[00:00] Intro
[03:53] Build in Public Philosophy
[05:32] Seven Demand Gen Channels
[08:37] Leveraging External Expertise for Content
[11:47] Hiring Subject Matter Expert Creators
[16:31] Marketing Role Positioning Strategy
[21:13] Market Maturity and Budget Framework
[26:42] Audience Research and Platform Selection
[29:21] Avengers Employee Advocacy Strategy
[34:57] Incentivizing Employee Content Creation
[38:59] Content Attribution and Measurement
[44:57] TikTok Strategy for B2B
[48:30] Brand Standpoint Development
[51:45] Platform Evolution and Opportunities

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This episode is brought to you by Hatch.

Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

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