95% Content
Erik Jacobson from Hatch
95% Content is a show for B2B content teams who want to build trust with the 95% of buyers who are out-of-market today, but will be ready to buy in the future.
You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.
No matter what you call it, the goal is the same.
You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.
We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.
Because the best way to win today is to already be on your buyers short-list the day they decide they need a solution.
On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.
You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.
No matter what you call it, the goal is the same.
You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.
We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.
Because the best way to win today is to already be on your buyers short-list the day they decide they need a solution.
On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.
Episodes
Mentioned books
34 snips
Jan 22, 2026 • 52min
How HubSpot Runs Content Like a Media Company
Kyle Denhoff, Senior Director of Marketing at HubSpot, leads the charge in transforming how B2B companies approach content. He shares insights on HubSpot's media-first strategy, emphasizing audience research as the backbone of content creation. Kyle discusses the importance of YouTube as a fertile ground for B2B brands and highlights the unique challenges and opportunities that come with it. He also addresses measuring engagement beyond direct attribution and the necessity of high-quality, editorial standards in content production.
31 snips
Jan 8, 2026 • 53min
The Content Strategy That Took lemlist to $40M ARR
Domitille de Saint-Exupéry, CMO at lemlist, shares her insights into the innovative content strategies that fueled the company's success to $40M ARR. She discusses the power of a build-in-public philosophy and how their focus on trust and preference has shaped content creation. Domi dives into their seven demand generation channels, the importance of employee advocacy, and the nuances of hiring subject-matter experts. She emphasizes authentic employee engagement over incentives and reveals how lemlist measures content impact strategically.
16 snips
Dec 2, 2025 • 51min
Dealfront's video series strategy to win the 95% not in-market yet
In this engaging conversation, Jamie Pagan, Director of Brand and Content at Dealfront, shares insights from his journey in building a dynamic content engine. He discusses addressing the brand lag issue, achieving 20% growth in branded search, and the innovative Playbooks that drove 130% monthly growth in search impressions. Jamie introduces the 'Teach, Show, Grow' framework and explains the importance of layered metrics. He emphasizes the role of top-funnel video content and the need for broad distribution across platforms to engage the majority of out-of-market buyers.
Nov 5, 2025 • 48min
Typeform's Content Strategy to Get Weird, Build Trust, and Win Future Customers
Kevin Davis, Senior Director of Brand Marketing at Typeform, and Kay-Kay Clapp, Head of Content and Social, share their innovative approach to content strategy. They emphasize the shift from traditional SEO to a 95/5 model that prioritizes future buyers. The duo discusses the power of first-person storytelling, influencer partnerships, and proprietary research. They argue that distinct creativity, influenced by diverse fields like fashion and reality TV, will set brands apart as AI commoditizes formulaic content.
Sep 25, 2025 • 52min
How Wistia Creates Content That Gets Remembered Years Later
Sam Balter, Head of Content at Wistia, dives into the art of creating enduring content. He reveals how Wistia transforms a single video shoot into over 100 marketing assets, optimizing long-term engagement. Balter discusses the importance of measurement beyond immediate funnels and why high-quality guides outperform basic PDFs. He champions a video-first approach, predicts a future of hybrid marketing teams, and emphasizes the need for memorable content containers. His insights on leveraging pre-recorded webinars for lasting impact are particularly eye-opening.
5 snips
Aug 20, 2025 • 41min
Building Memory Moats Through B2B Content (with Chelsea Castle, Close.com)
Chelsea Castle, who leads content and brand at Close.com, shares her insights on transforming B2B content strategies. She discusses how treating content as a product can foster trust and connection with potential buyers. Chelsea highlights the significance of creating memorable moments, leveraging loyal customers as authentic advocates, and measuring content impact on platforms like LinkedIn. With practical tips on mini-experiments and building community through episodic content, she emphasizes the role of genuine engagement in modern marketing.
32 snips
Jul 24, 2025 • 51min
Kandji’s $1B Content Anchor and Distribution Strategy
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.
18 snips
Jun 19, 2025 • 51min
How GTM Fund Uses Content to Win the Best Founders
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.
21 snips
May 28, 2025 • 45min
How Levels Grew an Audience of 300K YouTube Subscribers (Who See Them as THE Solution)
Tony Milio, Multimedia Lead at Levels, shares insights on transforming YouTube into a powerhouse, amassing 300K subscribers by prioritizing educational content on metabolic health. He reveals the secret of creating 100+ content pieces from a single video shoot, emphasizing the importance of transparency and audience engagement. Milio highlights the value of optimizing thumbnails and titles for sustained growth while focusing on long-term consistency instead of chasing virality. Their innovative strategy aims to build trust and address the growing concerns around prediabetes.
7 snips
May 5, 2025 • 43min
The monday.com Content Strategy That Builds Trust With Future Buyers
Yael Miller, Director of Content Marketing at monday.com, shares her journey of building a content team from scratch. She discusses their unique approach to engaging with the 95% of potential buyers who aren’t actively looking for solutions. Topics include the successful Monday Insights newsletter, their executive ghostwriting program, and the balance between creativity and analytics in content marketing. Yael emphasizes the importance of building trust with future customers and experimenting with new content formats to maintain brand awareness.
