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:
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
In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Tony Milio (Multimedia Lead at Levels) about how they've built one of the most successful content strategies in the health space by focusing on educating a market that barely existed when they started.
Levels has grown to 300,000 YouTube subscribers and achieved 3x subscriber growth and 2x viewership growth in just the last year by treating content as a "non-negotiable growth lever." Tony shares how they've created a YouTube-first content engine that generates hundreds of micro-content pieces from single shoots, and why they prioritize mission-driven content over algorithm optimization.
Here’s what you'll learn in this episode:
Key Insight: Levels proves that when you're educating a market on something new (metabolic health), consistency and commitment matter more than viral moments. Their 4+ year content journey shows how patient, mission-driven content eventually builds an audience that trusts you as the category leader.
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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
In this episode of 95% Content, Erik Jacobson talks with Yael Miller (Director of Content Marketing at monday.com) about how they've built a content strategy designed to build trust with the 95% of potential buyers who aren't actively looking for a solution yet.
Yael joined monday.com when there was no content team and has since grown it to a team of 20 content marketers. She shares several successful content initiatives that have helped monday.com grow its brand awareness and maintain relationships with potential customers long before they're ready to buy.
Here’s what Erik and Yael discuss in this episode:
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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
In this episode of 95% Content, Erik Jacobson welcomes back Dave Gerhardt (Founder of Exit Five) to discuss timeless content and marketing principles that never change, even as technology and trends change.
Here’s the topics and principles Erik and Dave discuss in this episode:
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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
In this episode of 95% Content, Erik Jacobson talks with John Bonini (Founder of Content Brands) about how B2B companies can create truly differentiated content that builds trust and affinity with their audience.
Here’s what you’ll learn in this episode:
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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
In this episode, Erik Jacobson talks with Nehal Tenany (Content Marketing Lead @ Clari) about her B2B content playbooks to grow an audience on social, create demand using content, align content with business goals, and activate employee-driven content.
Here’s what you’ll learn in this episode:
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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, original video series, and YouTube videos for B2B companies.
To learn more, go to https://hatch.fm.
In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Stewart Hillhouse (Head of Content at Mutiny).
Stewart shares strategies for using AI to make content creation faster and more efficient without sacrificing quality. He also shares the exact content playbook they are using at Mutiny that has helped build their brand into one of the most well known companies in B2B.
Here’s what you’ll learn in this episode:
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95% Content is brought to you by Hatch.
Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.
On today's episode, Chris Walker joins Erik to share a recent update he's made to his narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point.
Listen to this episode to learn how to turn what you say (your message) into 10x growth.
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Hatch is a video-first content agency that create video podcasts, video series, and short-form video content 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.
In this episode of 95% Content, Erik talks with Pete Lorenco (VP of Marketing at Pathfactory).
Pete has built a content engine at Pathfactory that is intentionally designed to build trust and affinity with the 95% of buyers who are not in- market to buy (yet), so that when they are ready to buy, Pathfactory is one of the solutions that is already on their short-list to explore.
Here’s what you’ll learn in this episode:
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Hatch is a video-first content agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Today’s episode is a LinkedIn strategy masterclass with Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) covering exactly how to grow a B2B company in 2024 using LinkedIn.
Chris’s LinkedIn playbook has driven tens of millions of dollars in pipeline and revenue over the last 5 years, and he has been one of the best B2B case studies in the world on how to create business results with LinkedIn over that time.
The effectiveness of LinkedIn in B2B is as high as it’s ever been (and growing still) - not only to drive top-of-funnel awareness, but also in driving direct pipeline and revenue.
If you’ve ever wondered how to use LinkedIn for your B2B company, this session with Erik and Chris will give you the blueprint.
Here's what we covered:
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Hatch is a video-first content agency that creates video podcasts, video series, and short-form video content 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.
Kyle Coleman is the CMO of Copy.ai, and has turned $12K into $12M of pipeline using a content-first approach.
In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Kyle shares his category creation, positioning, and organic content playbook that they’ve used to create those results and be seen as a 1-of-1 solution in their highly competitive market of AI.
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
As the Head of Social at ClickUp, Chris Cunningham set one goal for himself this year of getting ClickUp to 200 million impressions per month across all social platforms.
So far, they are halfway there with 100 million impressions per month, and their success has come from doing the exact opposite of all the normal social marketing “best practices”.
In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Chris shares his social content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like ClickUp (so that when they are in market, ClickUp is already their number one choice to explore).
Here’s what you’ll learn in this episode:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Over the last 7 years, Erin May has built a modern organic content engine at User Interviews that now accounts for 80% of all of their leads and pipeline.
In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Erin shares her content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like User Interviews (so that when they are in market, User Interviews is already their number one choice to explore).
Here’s what we covered:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Kortney Harmon and Katie Jones are a perfect case study of how to design an effective B2B content team structure in 2024.
Kortney is the Director of Industry Relations & Podcast Host at Crelate (an end-to-end staffing and recruiting software platform), and sits in the “Thought Leader” role.
Katie is the Senior Content Marketing Manager, and sits in the “Content Architect” role.
They teamed up two years ago, and have executed a content strategy designed to build trust and affinity with the 95% of potential Crelate buyers who are / were not in market looking for a solution *yet*.
Their approach worked, and has resulted in massively growing the Crelate brand over that time.
In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Kortney and Katie share how they’ve designed this content team structure, and their podcast, newsletter, organic social, and live and digital event playbook that has grown the Crelate brand into a recognized and sought after product in their industry over the last two years.
Here’s what we covered:
(0:00) Intro
(3:55) Using a content + outbound strategy
(08:36) “Content confetti” strategy
(10:13) Crelate’s demand creation vs demand capture breakdown
(12:35) Crelate’s “95% Content” playbook
(16:25) Katie and Kortney’s daily content execution process
(20:26) Crelate’s organic social strategy
(25:25) The impact of content for Crelate
(33:11) The relationship between organic + paid
(38:07) The people & companies doing content well that Katie and Kortney are studying
(44:02) The B2B content trends Kortney & Katie are most excited about
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) do a content strategy live session where they answer questions and talk about how to create content that works in driving pipeline and building brand in B2B.
Here's what was covered:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Fellow.app has grown entirely entirely from inbound content marketing (and a PLG motion) over the last 6 years to thousands of users and $24 million in funding, and their Head of Marketing Manuela Bárcenas has owned the content strategy powering that from day one.
What started out as mostly an SEO-optimized article writing strategy to rank on Google, has now evolved into also including a heavy emphasis on modern content marketing for the 95% of buyers who are not actively looking for a solution yet (but are scrolling LinkedIn, listening to podcasts, reading newsletters, watching YouTube videos, and attending webinars that can help them level up their careers).
In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Manuela shares their podcast, newsletter, webinar, and organic social playbook that has earned them trust with future buyers, a 30% increase in followers on LinkedIn, and pipeline and revenue growth that proves the ROI of this modern content-first strategy.
Here’s what we covered:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Meredith Metsker’s content playbook at uConnect has driven a 40% increase in booked discovery calls over the last 18 months.
In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Meredith shares their community, podcast, newsletter and organic social playbook that has created an incredible amount of demand for uConnect’s all-in-one virtual career center platform, and with their niche audience of career services professionals at universities.
Here’s what we covered:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Dave Gerhardt (Founder, Exit Five) and Erik Jacobson (Founder, Hatch.fm) share approaches for building a B2B content flywheel in 2024.
Here's what was covered:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Sam Kuehnle is the VP of Marketing at Loxo, a talent intelligence platform that competes with hundreds of well funded competitors who are all spending millions of dollars bidding on Google search terms.
Sam knew he could win with a different approach - by creating content that builds awareness, trust, and affinity with buyers before they ever went to Google.
In this episode hosted by Erik Jacobson (CEO of Hatch), Sam shares their organic social, podcast, and video playbook that has powered Loxo to 8 consecutive record-breaking quarters of revenue and pipeline growth.
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Here’s what we covered:
(4:17) Sam’s 95% content philosophy
(11:58) Sam’s podcast engine playbook
(24:30) Loxo’s 3 phase LinkedIn strategy
(34:54) How to power your Founder’s social content
(42:32) Loxo’s YouTube and video learnings
(49:29) How Sam measures the success of content
(55:00) The company Sam is studying for social and content right now
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to hatch.fm.
Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) and Erik Jacobson (CEO @ Hatch) share the playbook on how to build a content engine for Dark Social in 2024.
Here's what we covered:
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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.
To learn more, go to www.hatch.fm.
