# Erik Jacobson Erik Jacobson is a B2B content strategist and the public voice behind Hatch, a video production agency for marketing teams. He writes about building buyer trust through useful content, expert voices and video. - Profile: https://b2binfluencer.marketing/creators/erik-jacobson/ - LinkedIn: https://www.linkedin.com/in/erik-jacobson-hatch - LinkedIn followers: 11,555 - Topics: artificial-intelligence, content-marketing, b2b-content-marketing - Based on 17 dated posts, latest 2026-10-07 ## Summary Erik Jacobson is most useful for B2B content strategy, executive ghostwriting, and Hatch video production. - Best for: B2B SaaS marketing teams building future-buyer content, ghostwriting, podcasts, and video. - Not for: Brands seeking fixed sponsored posts, guaranteed impressions, endorsement packages, or direct-response discount codes. - Check first: Confirm price, minimum engagement, turnaround time, and correct inquiry route before contacting them. ### Takeaways - monday.com splits content between ready and not-yet-ready buyers. - Clari equipped employees to post with ready-to-post copy and prompts. - Kandji used a podcast to supply material for other channels. ## Main ideas - **Build trust with buyers before they are shopping**: Jacobson argues that brands overfocus on the small share of buyers already looking for a solution. Useful content for everyone else may not produce an immediate lead, but it can make a brand memorable when a need arises. They also use buyer saturation as a practical signal: when more bottom-of-funnel spending stops producing incremental returns, it may be time to invest earlier in the buying journey. - **Put practitioners’ knowledge in front of buyers**: Jacobson says buyers need specific guidance from people who have done the work, not generic articles assembled from existing search results. That means finding useful expertise inside a company and helping its people share it. They argue that technical or routine work is not inherently boring: detail that feels ordinary to an expert can answer a buyer’s real question. - **Make the product part of a story, not the whole pitch**: Jacobson’s preferred alternative to interruption or an endorsement that feels like an ad is to let a product appear naturally within a useful story. They also argue that AI makes generic, high-volume material easier to copy, increasing the value of original stories and firsthand information. Ask for evidence of results before treating this forecast as proven. - **Use an anchor format to create more useful work**: Jacobson’s interview posts show how one substantial format can support a wider content program. They highlight podcasts as a source for newsletters, articles, clips, and sales materials, while treating audience signals and buyer references as useful measures beyond direct lead attribution. The specific programs and results belong to the interviewed leaders. ## Work to read - [Hatch becomes a "Video Agency of Record"](https://www.linkedin.com/posts/erik-jacobson-hatch_this-is-the-biggest-upgrade-weve-made-since-activity-7513624628997574656-VbBT) - [How monday.com splits content between ready and not-ready buyers](https://www.linkedin.com/posts/erik-jacobson-hatch_i-talked-with-yael-miller-director-of-content-activity-7417630113342582784-tpAk) - [Kandji's CMO on why bottom-of-funnel spend saturates](https://www.linkedin.com/posts/erik-jacobson-hatch_kandjis-cmo-sylvia-lepoidevin-shared-her-activity-7354152491480932352-TA9A) - [Running employee content at scale with a three-person team at Clari](https://www.linkedin.com/posts/erik-jacobson-hatch_i-talked-with-nehal-tenany-mewani-about-how-activity-7374456716723392512--hDq) - [Three eras of B2B social content](https://www.linkedin.com/posts/erik-jacobson-hatch_over-the-past-6-months-ive-noticed-b2b-activity-7348803996100239361-Ow20) - [Ten principles from Dave Gerhardt on durable content marketing](https://www.linkedin.com/posts/erik-jacobson-hatch_my-biggest-takeaways-from-dave-gerhardt-on-activity-7422655384202457088-Pe9f) - [Why Jacobson expects content marketing to split in two](https://www.linkedin.com/posts/erik-jacobson-hatch_the-content-marketing-world-is-about-to-split-activity-7340473807398166528-3C7y) - [YouTube's rise to the largest share of US TV viewing](https://www.linkedin.com/posts/erik-jacobson-hatch_youtube-is-now-the-1-tv-network-in-america-activity-7353830636962336768-T0M4) ## Brand relationships - **Hatch** (owned_business) - **TikTok** (client) - **LG** (client) - **Kraken** (client) - **GumGum** (client) - **Exit Five** (client) - **monday.com** (mention) - **Kandji** (mention) - **Clari** (mention) ## Partnerships Erik Jacobson's partnership-facing offer in these posts is Hatch's video production service, not a personal sponsorship package. In the one post that describes it directly, Hatch positions itself as a "Video Agency of Record" for B2B marketing teams: one team covering podcasts, product videos, customer testimonials, event videos, animated explainers and YouTube instead of a patchwork of hires and freelancers. The post outlines the working terms: a client sends footage, a recording, or just an idea, and Hatch returns finished video ready to publish; clients can add video types by describing the production need instead of hiring. It cites 10,000+ videos delivered for 100+ marketing teams and names TikTok, LG, Kraken, GumGum and Exit Five as clients. The posts give no rate card, package pricing, sponsorship deliverables, audience guarantees, or contact route for inquiries. Ask directly about rates, sponsorship terms, audience guarantees, and how to get in touch. ## Alternatives - Olga Bondareva: Choose Bondareva when the priority is to shape a trust-building strategy and make content more useful to sales. She groups the work into building relationships, building a company’s own authority, and borrowing authority, with tactics ranging from social selling and community to employee advocacy, case studies, partnerships, and analyst relations. In a practitioner conversation, she highlights three practical tests: put buyers, not brand jargon, at the center; create assets sales will use, such as value calculators; and adapt content to local audiences. Read her trust-building framework · See her discussion of useful B2B content - Courtney Damji: Choose Damji when the first challenge is finding sharper ideas and buyer language. She argues that sales and customer-success teams hear customer problems firsthand, and that reviewing calls can reveal the words that make content and ads resonate. She illustrates the point with a Hightouch example: after a marketer used customer-call insights to reframe underperforming ads, performance rose by 500%. Her reading list also names the newsletters, blogs, and podcasts she turns to for industry insight. Read her post on customer-informed content · See the sources she follows - Michelle J Raymond: Choose Raymond when the main obstacle is coordinating people across a complex B2B organisation. She describes a team without a shared LinkedIn plan: company content, employee activity, leadership voices, and sales efforts may all exist but remain unaligned. She also gives a personal example of narrowing her profile, website, and channel descriptions to a specific audience, even though that could reduce broad engagement. Her commentary on a software launch shows the creative standard she values: a two-minute mockumentary that works as entertainment, not just a feature pitch. Read her post on aligning a team on LinkedIn · See her take on distinctive B2B launch creative --- AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/