How GTM Fund Uses Content to Win the Best Founders

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Jun 19, 2025

Sophie Buonassisi, VP of Marketing at GTM Fund, shares her expertise on building a robust content strategy that helps attract top founders seeking investment. She discusses the philosophy of viewing capital as a commodity and focuses on go-to-market expertise. Sophie emphasizes the importance of establishing relationships early and balancing engaging content with brand relevance. The conversation also dives into multi-channel strategies, leveraging YouTube for evergreen content, and the transformative role of data in understanding audience engagement.

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INSIGHT

Capital Is Commodity Thesis

GTM Fund differentiates itself by focusing on go-to-market (GTM) expertise rather than just providing capital.
The firm leverages a community of over 300 GTM executives for operator-led support and media amplification.

ADVICE

Tactical Content Builds Trust

Focus content on tactical, go-to-market strategies that help founders execute and scale immediately.
Provide real, no-fluff GTM advice to build trust in the 95% of founders not yet in-market.

ANECDOTE

Sales Hacker Reacquisition Story

GTM Fund's GP founded Sales Hacker, a media company they'd built to 175,000 users before selling it.
They reacquired Sales Hacker in 2023 and integrated it into GTM Now to amplify their media presence.

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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