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.