Found out that Clay — a tool that I remember as an awkward Airtable look-alike I tried 6 years ago — has transformed into a powerhouse GTM enrichment software that's growing 10x YoY since its relaunch in 2022 🤯 I'm giving it another try this weekend! Yesterday, I went to a fireside chat where their growth marketing head Bruno Estrella dropped some interesting tidbits: 1. 50% of HubSpot revenue comes through implementation partners. Clay too, launched "Claygencies" program, where some are now making eight figures annually. 2. LinkedIn UGC is Clay's best performing channel. Specifically, content created by Claygencies for whom Clay reduces friction to generate content in creative ways. Like using AI to generate custom new feature walkthrough videos. 3. "Organic" isn't a thing; it's just a different utilization of marketing spend. Everything is paid for one way or another; speed is the variable that matters. 4. Despite difficult attribution (which doesn't matter anyway), out-of-home ads (billboards, subway) legitimize a startup cause consumers to perceive it as "they made it," so it may be a good investment early on.
What I love most about Clay's marketing is their PRODUCT. The product is so useful, that people are willing to watch training videos and hire agencies that help them use it. The product looks the opposite of what Steve Jobs would do, but it's useful, so it works. The product fuels their top two marketing channels: implementation partners and UGC content. Without a great product, no one would talk about them on LinkedIn or offer it to their clients.
4. Was the funniest haha “yeah basically if you have out of home it looks like this company made it”
“Awkward airtable lookalike” is an awesome way to describe it! Good for them that they found a great niche, aligned around it, and now they are number one in their own space!
Take a look at the 'Product' menu on the Clay website. The shift their taking becomes very obvious. 😉 P.S. adding AI & Clay to our Services mix was a growth booster for SalesCaptain, I can resonate with #1.
It's huge! Notion AND Clay fan here. Both are 🐐's in Community Led Growth. Happy to help out bridge the gap between Notion and Clay. Things you should definitely try: - Send leads from Notion to Clay via Zapier - Enrich Linkedin and company profiles - Enrich emails though waterfalls - Lookup decision makers in companies - Creative lookups like technologies or company funding details Pretty much pick a database and get creative enriching and building gtm workflows. Ps: Notion we want a Clay native import!
#3 is such an underrated point. Organic isnt free fam.
Got a claygency, ask me anything😄
#3 💡
Head of Revenue at Wynter
1moThat figure in #1 is surprising... there's businesses making >$10,000,000 a year just doing Clay implementations? Or am I misreading