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 failsConnect 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 weeks02:00 — Why company pages still matter04:15 — Founder profiles vs company pages06:00 — Why long-form video works on LinkedIn08:45 — Followers are a vanity metric10:25 — Running social as a team of one13:00 — Clay’s real content portfolio15:00 — How Clay films executive videos18:45 — When to activate founders (and when not to)20:05 — What “taste” actually means23:00 — Hiring creatives with taste26:45 — Why product success drives social success29:00 — Why most LinkedIn copy fails31:00 — LinkedIn vs TikTok vs YouTube35:00 — LinkedIn as scaled ABM36:00 — How to test for authenticity38:30 — Why optimization advice is noise39:00 — Designed-by-committee content40:20 — Clay’s internal prompts and style guides42:00 — Claude vs ChatGPT42:30 — 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