Hello and welcome to the Exit Five Weekly Newsletter - read by 20,000 B2B marketing professionals around the world. Exit Five is a membership site designed to help you build a successful career in B2B marketing. Join 4,000 other members at exitfive.com.

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🧪 10 Growth Marketing Experiments to Steal for Yourself

The best marketers make it a habit to study what their peers are doing… and try the best ideas for themselves.

This whole newsletter is about helping you get better at marketing, and when we heard that the team at Customer.io just launched a playbook packed with insights from their own experiments, we knew you’d love it.

Here’s what you’ll get:

• 10 rigorously tested growth marketing experiments you can try yourself
• The methodology, metrics, and results of every test so you can skip the trial-and-error and execute with confidence
• Pro tips and pointers to spark ideas for your own experimentation

Each chapter of this playbook covers the hypotheses, methodologies, and results of 10 experiments the growth marketing team conducted, for every stage of the funnel.

Get a copy of the playbook for yourself here.

📓 The Ultimate Top Of Funnel Playbook: 40k LinkedIn Followers (On the Company Page!)

The ResultsIt feels like I can’t scroll through my LinkedIn feed without a post that mentions Clay – not that I’m complaining. I'm paying attention.

It’s actually really good content that doesn’t come off as an ad or sponsored – it’s just  people I know in the industry showing off how they use it for their workflows.

It’s the results of their “Creator Program,” and it’s safe to say it’s been an absolute slam dunk for the team at Clay. Dave sat down with Bruno Estrella, Head of Growth, to get the inside scoop on how they made it happen.

Here’s how they launched the Creator Program, what makes it unique, and how you can try something similar.

Why Launch a Creator Program?

Clay’s product has a wide range of use cases, making it ideal for a diverse audience – and a big Top of Funnel play.

But rather than go the traditional advertising route, they chose to harness their users’ voices to drive awareness.

Why? Because when engaged users share how they’re making the most of the product, it resonates more. For Clay, this became a way to turn passionate users into ambassadors who generate genuine, organic interest.

How They Made It Happen:

The Creator Program at Clay isn’t just an affiliate or referral program; it’s a structured, community-led initiative.

Here’s how they built it step-by-step:

1. Pick the Right People

Clay invites users who are already creating content on LinkedIn and have an interest in the product. Applicants show that they’ve shared about Clay before, and they’re assessed for their relevance and credibility in their industry.

These aren’t influencers hired to promote; they’re real users invested in sharing their experience.

2. Give 'em what they need to succeed

Once onboard, creators receive tools to produce high-quality content. Clay provides resources like screen recordings of features, plus assets with personalized brand elements for social sharing.

They even offer an affiliate link and early access to new features to make sharing easier and more engaging.

3. Amplify Their Reach

Clay helps boost creator content by promoting it in paid ads, extending the reach of each piece. This not only benefits the creators but ensures that Clay’s messaging hits a broader audience.

The Results

The program has led to a seemingly non-stop stream of user-generated content that drives top-of-funnel awareness. By enabling creators to share personalized experiences, Clay’s audience on LinkedIn has expanded substantially, pulling in followers from top companies.

They’re sitting at about 52k followers on LinkedIn right now – and I can’t even imagine how many total impressions the Creator Program has driven for them.

Key Takeaway

Clay shows that when you empower users to create and amplify their own content, you’re not just growing awareness—you’re building an authentic community-driven movement around your brand.

P.S. I’m on my way to Austin to spend the week with the Exit Five team 🤠So you don’t have to wait for me to respond, I’ll just link the interview with Bruno for you here.

Are you coming to our meetup this week?! Reply and let me know – I’m so excited to see more of our community in person :)

📺 UPCOMING EVENTS

🎤 Exit Five LIVE | B2B Paid Spend: A 2025 Roadmap for Marketers

When done right, paid spend is like throwing gasoline on the flames of what’s working in your marketing. Done wrong – it’s just a huge waste of time and money.

Join our next Exit Five Live session with John Short, CEO of Compound Growth Marketing, and learn tried and true strategies they’ve built from managing over $50 million in paid spend.

You’ll learn:

• How to choose which strategy is best for you and exactly how to target the right ICP
• The three keys to successful paid media, like setting up actionable reporting
• How to identify how much you can spend for leads/account at each stage of the sales and marketing funnel

Plus, we’ll wrap up with a Q&A session where you can ask your burning questions on Paid Media spend.

If you can’t make it live, sign up for the recording – but it’s always better to come live and ask your questions first hand. The session chat is full of B2B marketers just like you, so don’t miss out!

Join us live

🏢 OPEN ROLES

Who's Hiring Right Now?

HOT JOB OF THE WEEK: We're hiring at Exit Five – we're looking for an Account Manager to be our sixth teammate. You'll be the primary owner of our sponsorship business - a $1m/year revenue stream. We've barely scratched the surface of what’s possible here, and you'll be the driving force in taking us to the next level.

Interested? Apply here.

Other open roles on the Exit Five job board this week:

• SpeedWork is hiring a Senior LinkedIn Ads Specialist
• Dragon360 is hiring a Advertising & Media Strategist
• AROYA is hiring a Performance Marketing Manager
• Rhapsody is hiring a Content Marketing Manager
• Peak Support is hiring a Head of Marketing ($140k-$185k)
• PDQ is hiring a Senior Customer Marketing Specialist
• Clara is hiring a Marketing Operations Specialist
• Circle is hiring a Head of Marketing

See All Open Roles >>

Have an open role and want to make sure the best B2B marketing talent sees it?

Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 20k+ marketers.

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