#180: Growth | How Clay is Scaling Top-of-Funnel, Creator-Led Marketing, and SEO with Bruno Estrella, Head of Growth Marketing at Clay

In this episode, Dave is joined by Bruno Estrella, Head of Growth Marketing at Clay, a tool for data enrichment and sales automation. Bruno shares his experience from Webflow to Clay, where he’s leading a mix of product-led and sales-led growth strategies for B2B companies.Dave and Bruno discuss:Building a creator-led marketing program that encourages user-generated content and community involvementAligning marketing with product-led growth for self-serve modelsStanding out in a crowded market by focusing on unique brand positioning and flexible use cases for outbound and inboundTimestamps(00:00) - - Intro to Bruno (06:27) - - Tailoring Growth Marketing Strategies (08:28) - - Freelancer-Generated Content (11:14) - - Launching a Creators Program (16:01) - - Collaborative Product Integration (16:50) - - Quality Over Quantity in Influencer Marketing (21:06) - - SEO Tools Development with Clay and Webflow (26:00) - - How to Craft a Distinctly Unique Brand (26:37) - Customizing Outbound Strategies (29:56) - - Having a Strong Company Vision (34:13) - - In-House SEO vs External Agency Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more