95% Content

How Carta Turned Proprietary Data Into a 40K-Subscriber Content Engine (w/ Peter Walker, Head of Insights)

Peter Walker, Head of Insights at Carta, joined Erik Jacobson to share how a small team built one of the most talked-about data content engines in B2B, without a single lead generation target.Peter breaks down how Carta turns proprietary cap table data into always-on social content, why LinkedIn is the first channel (not the best one), and how he cut content creation time from 90 minutes to under 10. He also gets into the "rented to owned" audience strategy that built a 40,000-subscriber newsletter, why you should never put links in your social posts, and how to make the internal pitch for an insights program when your CFO wants leads, not impressions.This is a practical, philosophy-first conversation for content and marketing leaders who want to build the kind of brand that's already in the room when a buyer is finally ready.Key topics covered:[00:00] Intro[01:58] Ninety Five Five Framework for Content Strategy[04:45] Building Ubiquity Without Lead Generation Pressure[06:18] Data Content Motion and Channel Strategy[09:29] Rented to Owned Audience Strategy[11:12] Building a Three Person Insights Team[14:52] Finding Content Ideas Through Audience Feedback[19:06] Refining Content Through Daily Iteration[21:48] Key Metrics Beyond Lead Generation[24:27] Why Links Destroy Social Media Reach[27:23] Getting Started With Proprietary Data[32:06] Content Strategy Without Proprietary Data[36:29] Chart Building Best Practices[40:27] Making the Business Case for Insights[43:52] Audience Size Relative to Your Market[46:21] Embracing the Content Creation Journey––This episode is brought to you by Hatch.Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

How Paramark Grew Pipeline Through Organic Content Alone (w/ Pranav Piyush, CEO)

Pranav Piyush, CEO of Paramark, joined Erik Jacobson to share how his team grew pipeline through organic content alone before spending a dollar on paid ads.Pranav breaks down the three metrics that actually tell you if B2B content is working, why marketing to the 95% of buyers who aren't ready yet is the biggest opportunity most teams are ignoring, and how to have the timeline conversation with your CEO and CFO that gives your content strategy the runway it needs.This is a practical, experience-first conversation for marketing leaders who believe in the long game but need a smarter way to show it's paying off.Key topics covered:[00:00] Intro[02:25] Channel format and content nuance matters[05:56] Understanding platform user consumption habits[08:00] Audience research with 5 phone calls[10:47] Getting leadership buy-in for brand marketing[12:45] 3 key metrics for B2B marketing success[16:14] Why 95% of companies avoid transparency[19:22] The 95/5 rule and long-term experiments[24:44] Budget allocation for content marketing experiments[29:05] Current marketing strategy insights and feedback[32:36] One channel at a time approach[35:26] Building conviction before executing marketing strategy[37:33] In-platform metrics as leading indicators[39:14] AI video content opportunities and experiments[44:41] Future of AI influencers in marketing––This episode is brought to you by Hatch.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 see how we can help your company, go to https://hatch.fm.

Vector's 99% Inbound Growth Playbook (w/ Jess Cook, VP of Marketing)

Jess Cook is building a marketing engine at Vector with a team of two. They're creating a new category, driving 99% inbound growth, and doing it almost entirely through content.In this episode, Jess walks through the systems behind everything - from hiring people with built-in audiences to the moment she realized their podcast felt like an infomercial and scrapped it 8 days before launch. She introduces the "repurposing multiplier," a metric she created to prove their first episode reached 46 times more people through clips than the full video ever could.This is what content-led growth looks like when you can't outspend competitors, when nobody knows your category exists yet, and when every decision has to count.Key topics covered:[00:00] Intro[03:42] Vector's $45K Ad Budget Strategy[05:26] Building Category Awareness While Growing Brand[09:05] Hiring People With Audiences for Growth[12:50] Founder-Led Content Systems and Workflows[16:27] Playing Personas on LinkedIn for Engagement[20:35] Measuring Brand Success Without Direct Attribution[26:54] Video-First Content Strategy Decision[28:42] Scrapping 4 Weeks of Work for Better Ideas[34:23] Differentiation in Competitive Content Categories[38:49] The 46x Repurposing Multiplier Metric[41:41] Shadow Subscribers and Content Format Preferences[44:14] Building Sustainable Content with Mini Segments[47:22] Hiring for Growth and B2B Mascot Trends––This episode is brought to you by Hatch.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 see how we can help your company, go to https://hatch.fm.

How HubSpot Runs Content Like a Media Company

Most B2B companies still treat content as a channel.HubSpot treats it like media.In this episode, Erik Jacobson sits down with Kyle Denhoff, Senior Director of Marketing at HubSpot, to break down how HubSpot built a media-first content operation across newsletters, podcasts, and YouTube to reach future buyers long before they’re ready to purchase.Kyle shares why HubSpot shifted away from channel-first thinking, how audience research drives every content investment, and what it actually takes to succeed on YouTube as a B2B brand. The conversation also covers how HubSpot measures reach vs demand, why attribution is breaking down, and how media-led content compounds over long buying cycles.A practical look at how one of the most recognized B2B brands builds content systems designed for attention, trust, and long-term growth.Key topics covered:[00:00] Intro[02:41] Audience First Content Strategy[06:01] Investing in Media Products[08:25] Audience Content Offer Match Framework[11:06] HubSpot's 20 Year Content Evolution[14:31] Measuring Media Success at Scale[18:38] 3 Person Content Team Structure[22:08] Brand Impact Beyond Attribution[24:12] HubSpot's Media Brand Portfolio[29:00] YouTube as B2B Blue Ocean[32:08] YouTube Native Production Requirements[37:08] Creator Partnership Strategy[38:47] Incentivized Newsletter Sign Up Tactics[41:42] Editorial Grade vs AI Content[46:06] LinkedIn Video Trends[48:42] Small Team Content Execution––This episode is brought to you by Hatch.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 see how we can help your company, go to https://hatch.fm.

The Content Strategy That Took lemlist to $40M ARR

CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content). Domi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strongest channel, and how they decide where to invest when content ROI is hard to measure. This is a tactical, honest look at what content looks like when brand, demand, and trust all work together.Key topics covered:[00:00] Intro[03:53] Build in Public Philosophy[05:32] Seven Demand Gen Channels[08:37] Leveraging External Expertise for Content[11:47] Hiring Subject Matter Expert Creators[16:31] Marketing Role Positioning Strategy[21:13] Market Maturity and Budget Framework[26:42] Audience Research and Platform Selection[29:21] Avengers Employee Advocacy Strategy[34:57] Incentivizing Employee Content Creation[38:59] Content Attribution and Measurement[44:57] TikTok Strategy for B2B[48:30] Brand Standpoint Development[51:45] Platform Evolution and Opportunities–– This episode is brought to you by Hatch.Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.