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

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