Clay reposted this
Building Exit Five. Join the top community for B2B marketers. 5,000+ members around the 🌎 Learn more exitfive.com
Does it feel like Clay is everywhere right now?? They must be paying all of these influencers ... Feels like it. At least in my little B2B marketing bubble. My guest on the E5 podcast this week is Clay's Head of Growth Bruno Estrella and I asked him how they've done.. Turns out, they are not paying everyone. Turns out, if you build a product that is innovative and genuinely useful (and easy to share) people will share what they are building with Clay. This is a genius part of the product/company. We talk about: • Building a creator-led marketing program that encourages user-generated content and community involvement • Aligning marketing with product-led growth for self-serve models • Standing out in a crowded market by focusing on unique brand positioning and flexible use cases for outbound and inbound Go find this interview with me + Bruno episode 180.
So actually having a great product helps??? 😯 wild
Great podcast, keep em coming Dave Gerhardt.
Clay's approach is spot on. It echoes Seth Godin’s idea: “People do not buy goods and services. They buy relations, stories, and magic.” The power of user-generated content can't be overstated. When users become advocates naturally, it feels authentic. An innovative product makes sharing irresistible. That kind of marketing doesn’t feel forced—it just flows. Building a creator-led community cultivates genuine connections. This aligns with the principles of self-serve growth strategies too well to ignore. Focusing on unique use cases offers competitive distinction. Standing out becomes an organic byproduct when people tell your brand story for you.
It’s inspiring to see how innovation and community-driven approaches can shape a brand's growth.
Thanks for having me, Dave! 🙏
It's cool that they're relying on organic growth through user-generated content and community.
If you launch a product that gives a meaningful edge in a very competitive space, word will spread
Their moneymaker 'ecosystem' is really what's pushing them above and beyond!! A lot of people created a Clay agency to sell their expertise implementing the tool! My learning is that if you can enable other people to make money out of your own tool, you've got a winning formula
Sounds like a great episode! It's refreshing to see genuine innovation driving word-of-mouth marketing.
Unrivaled Digital Marketing Expert | Over 400 Companies Scaled | Master of Affiliate Marketing, CRO & Major Ad Platform Management | Founder of Experience Advertising, Publisher Finders, and UnlockMarketing.io
1moIt’s those LinkedIn ads they’re running. I keep seeing.