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How Clay grew their LinkedIn page to 100k followers
Peter Kang runs social at Clay, the GTM Engineering Platform valued at $3.1B. Peter turned LinkedIn into one of Clay’s strongest growth channels, without paid ads, without corporate content, and with a team of one. In 69 weeks, he posted 961 times and grew the Clay company page from ~14K to 120K+ followers.
This episode is a deep, tactical breakdown of what actually works on LinkedIn in 2025, and why most B2B advice completely misses the point.
What we cover:
- Why company pages still matter and what they’re actually good for
- How Peter posted 961 times in a year as a team of one (and what broke)
- Why video works even when it breaks every rule
- Why “taste” is the real moat in modern marketing & how to hire for it
- How Clay is activating their founders on LinkedIn and the playbook they’re following
- Why LinkedIn runs on ACV, not CPM
- How Clay connects social engagement to pipeline
- Why optimization advice creates noise, not signal
- The authenticity test most content fails
Connect with Peter:
LinkedIn: https://www.linkedin.com/in/peterhoilkang/
Clay: https://www.clay.com/
Connect with Finn:
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Project 33: https://www.project33.io/
Chapters:
00:00 — Posting 961 times in 69 weeks
02:00 — Why company pages still matter
04:15 — Founder profiles vs company pages
06:00 — Why long-form video works on LinkedIn
08:45 — Followers are a vanity metric
10:25 — Running social as a team of one
13:00 — Clay’s real content portfolio
15:00 — How Clay films executive videos
18:45 — When to activate founders (and when not to)
20:05 — What “taste” actually means
23:00 — Hiring creatives with taste
26:45 — Why product success drives social success
29:00 — Why most LinkedIn copy fails
31:00 — LinkedIn vs TikTok vs YouTube
35:00 — LinkedIn as scaled ABM
36:00 — How to test for authenticity
38:30 — Why optimization advice is noise
39:00 — Designed-by-committee content
40:20 — Clay’s internal prompts and style guides
42:00 — Claude vs ChatGPT
42:30 — Closing
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org
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By Finn ThormeierPeter Kang runs social at Clay, the GTM Engineering Platform valued at $3.1B. Peter turned LinkedIn into one of Clay’s strongest growth channels, without paid ads, without corporate content, and with a team of one. In 69 weeks, he posted 961 times and grew the Clay company page from ~14K to 120K+ followers.
This episode is a deep, tactical breakdown of what actually works on LinkedIn in 2025, and why most B2B advice completely misses the point.
What we cover:
- Why company pages still matter and what they’re actually good for
- How Peter posted 961 times in a year as a team of one (and what broke)
- Why video works even when it breaks every rule
- Why “taste” is the real moat in modern marketing & how to hire for it
- How Clay is activating their founders on LinkedIn and the playbook they’re following
- Why LinkedIn runs on ACV, not CPM
- How Clay connects social engagement to pipeline
- Why optimization advice creates noise, not signal
- The authenticity test most content fails
Connect with Peter:
LinkedIn: https://www.linkedin.com/in/peterhoilkang/
Clay: https://www.clay.com/
Connect with Finn:
LinkedIn: https://www.linkedin.com/in/finnthormeier/
Project 33: https://www.project33.io/
Chapters:
00:00 — Posting 961 times in 69 weeks
02:00 — Why company pages still matter
04:15 — Founder profiles vs company pages
06:00 — Why long-form video works on LinkedIn
08:45 — Followers are a vanity metric
10:25 — Running social as a team of one
13:00 — Clay’s real content portfolio
15:00 — How Clay films executive videos
18:45 — When to activate founders (and when not to)
20:05 — What “taste” actually means
23:00 — Hiring creatives with taste
26:45 — Why product success drives social success
29:00 — Why most LinkedIn copy fails
31:00 — LinkedIn vs TikTok vs YouTube
35:00 — LinkedIn as scaled ABM
36:00 — How to test for authenticity
38:30 — Why optimization advice is noise
39:00 — Designed-by-committee content
40:20 — Clay’s internal prompts and style guides
42:00 — Claude vs ChatGPT
42:30 — Closing
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org