Sylvia LePoidevin, CMO at Kandji, shares her journey from joining the company as employee #4 to leading its billion-dollar marketing strategy. She discusses the critical shift from targeting the 5% of buyers to engaging the 95% who aren't ready yet. Explore how internal influencers can amplify brand presence, the importance of early-stage metrics, and why marketing hackathons can accelerate ideas into action. Sylvia highlights the need for simplicity in tracking and shares insights on how AI tools will shape the future of marketing.
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insights INSIGHT
Misaligned Marketing Budgets
Most marketing budgets heavily target the 5% of buyers currently in-market, missing the larger 95% not ready to buy yet.
Investing early in content for the 95% creates a durable advantage when future buyers enter the market.
volunteer_activism ADVICE
When to Pivot to 95% Content
Watch for diminishing returns when scaling budget on the 5% in-market audience as a sign to pivot.
Start investing in the 95% audience earlier rather than later to build a lasting brand presence.
volunteer_activism ADVICE
Leverage LinkedIn Internal Influencers
Build internal influencers on LinkedIn to boost organic reach and engagement.
Measure early brand efforts simply through impressions to gauge momentum without overcomplicating.
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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.
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.
95% Content