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
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