The 95–5 Marketing Playbook to Build Future Demand w/ Kandji’s CMO

Sylvia LePoidevin is the CMO at Kandji, where she helped grow the Apple device management company from employee #4 to 300+, scaling from the zero-to-one phase to a mid eight figure business valued at $850M.

In this episode, Sylvia breaks down what it really takes to market to technical buyers, why her team now invests in the 95% of prospects who aren’t yet in-market, and how she’s scaling brand, community, and content without losing the human touch.

We talk podcast flywheels, internal marketing, enabling sales reps on LinkedIn, and building a culture of experimentation even at scale.

Topics we cover in this episode:

- Sylvia’s journey from employee #4 to CMO at an $850M company

- Why Kandji bets on the 95% of buyers who aren’t yet in market

- How to earn trust with technical buyers (and why community matters)

- Their content system: podcast → blog → video → flywheel

- Launching The Sequence as a separate media brand (and why it works)

- Empowering internal voices: from sales reps to podcast hosts

- Social selling: how Kandji is doing it

- Measuring brand without relying on attribution dashboards

- Marketing’s new job: internal clarity and executive storytelling

- How Sylvia helps her team become future CMOs

Connect with Sylvia:

- Linkedin: https://www.linkedin.com/in/sylvialepoidevin/

- Kandji: https://www.kandji.io/

Connect with me:

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Podcast: https://open.spotify.com/show/03CXzsZp7wdqIRVDcqPTFH

Chapters

00:00 From employee #4 to CMO at an $850M company

01:50 The biggest lesson: Don’t wait to build brand

04:00 Who Kandji sells to and how they market to them

06:10 Why community works with technical audiences

08:30 How they balance messaging across the buying committee

10:15 Measuring brand when attribution falls short

12:00 Using podcast content to power the flywheel

14:30 Launching The Sequence as a standalone media brand

17:10 Why “people posts” outperform company posts on LinkedIn

19:40 Building a studio and enabling internal creators

21:20 LinkedIn for recruiting, not just lead gen

23:10 Social selling for sales reps: early wins

25:45 The zero-to-one content that blew up for Sylvia

28:00 How content shaped her leadership

30:50 Leading a large team: what matters now

33:15 Internal marketing and storytelling for executives

35:00 Shark Tank pitch day + being bold in brand

37:00 Giving your team space to experiment in the AI era

#founderledmarketing

#b2bmarketing #linkedin #saas #founderbranding #executivebranding #pr