How Clay Used People-Led Content to Cross $100M in ARR

Clay crossed $100M in ARR.

Here's the people-led content strategy they used.

Look at Clay's team on LinkedIn and you'll find a roster of operators building the company's credibility under their own names, each one writing for a different buyer.

A few of them:

Varun Anand, co-founder and COO, writes about how they actually built the company.

Todd Busler, who runs enterprise sales, writes about GTM and how deals really close.

Kareem Amin, the CEO, shares the thinking behind a company that crossed $100M in ARR.

Behind them, Davide Grieco writes for growth teams, Bruno Estrella for marketers, and Everett Berry for the engineers building the systems Clay sells, among many others.

By their own numbers, that content drove around 6 million impressions last quarter.

Each one speaks to a different buyer in that buyer's language, so it reads as an operator thinking out loud, not as marketing.

A buyer trusts a person with a point of view before they trust a logo.

By the time Clay reaches out, the trust is already there.

And you don't need a team their size to build it. It starts with one person worth following.