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:

1. Why company pages still matter and what they’re actually good for

2. How Peter posted 961 times in a year as a team of one (and what broke)

3. Why video works even when it breaks every rule

4. Why “taste” is the real moat in modern marketing & how to hire for it

5. How Clay is activating their founders on LinkedIn and the playbook they’re following

6. Why LinkedIn runs on ACV, not CPM

7. How Clay connects social engagement to pipeline

8. Why optimization advice creates noise, not signal

9. The authenticity test most content fails

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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/