

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