The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

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

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Sep 30, 2024

Bruno Estrella, Head of Growth Marketing at Clay, shares his expertise in product-led and sales-led strategies, previously honed at Webflow. He discusses building a creator-led marketing program that fosters user-generated content and community engagement. Bruno emphasizes aligning marketing with product for self-serve models and offers insights on standing out in the crowded B2B market through unique branding. He also dives into SEO development and the importance of flexible outbound strategies to enhance brand visibility.

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ANECDOTE

Rapid Growth Experience

Bruno joined Clay when they had 20 employees and witnessed growth to about 65-70 within months.
He experienced similar rapid scaling at Webflow, from 50-60 to 700 people over five years.

ADVICE

Leverage User-Generated Content

Invest in user-generated content by enabling and empowering your early customers to share their creations.
Focus on quality content from freelancers and agencies who want to grow their own businesses.

ADVICE

Build A Creators Program

Create a creators program to facilitate content creation and affiliate marketing from users who already promote your brand.
Provide resources like automated personalized content and promote creators' profiles via paid ads.

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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 involvement
Aligning marketing with product-led growth for self-serve models
Standing out in a crowded market by focusing on unique brand positioning and flexible use cases for outbound and inbound

Timestamps

(00:00) - - Intro to Bruno
(08:15) - - Tailoring Growth Marketing Strategies
(10:16) - - Freelancer-Generated Content
(13:02) - - Launching a Creators Program
(19:24) - - Collaborative Product Integration
(20:13) - - Quality Over Quantity in Influencer Marketing
(24:29) - - SEO Tools Development with Clay and Webflow
(29:23) - - How to Craft a Distinctly Unique Brand
(30:00) - Customizing Outbound Strategies
(33:19) - - Having a Strong Company Vision
(37:36) - - In-House SEO vs External Agency

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***

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