Tom Hunt on why authentic content creation is key

Tom Hunt, Founder and CEO of Fame—one of the leading B2B podcasting companies—brings over seven years of expertise in content-driven business growth. Ahead of his roundtable at the Turing x SYSTM Growth Summit, Tom shares a fundamental growth truth: success starts when your future buyers know, like, and trust you before they’re even ready to purchase.

Join Tom’s session, “How to Create a Content Waterfall”, and learn how to build a powerful, sustainable content ecosystem that drives trust, loyalty, and exponential growth over time at Turing x SYSTM this November 6th in London!

1. What’s the #1 piece of advice you give startup founders about growth these days?

Get your future ideal buyers to know, like and trust you BEFORE they need to buy.

2. What’s one big change in tech product or marketing that you’re seeing with the spread of generative AI?

The barrier to creating content is getting lower… which means the impact of high quality content that cuts through the AI slop is increasing. Real insights and original entertainment FTW.

3. What’s the question you’re tired of answering? And what answer do you keep repeating and yet nobody seems to get it?

Retention is the foundation of growth.

Everyone debates on how to optimise their CAC by 5%, but if you tweak retention by 5% this expands the amount you can spend to acquire a customer… ideally by more than your competitors can afford, enabling you to outspend them.

4. What’s one thing that founders need to know about growth people that nobody seems to get?

Outbound is expensive.

Instead, nail your brand story and be found where people are looking (Google organic and paid, and referral partnerships).

Then once that foundation is laid, build an audience of your ideal buyers (social then written/email then podcast) so they start to know, like and trust you… and then ultimately come to you when they enter the buying window.

Outbound is the final piece of the puzzle.