Behind The Scenes Of Clay’s Marketing Strategy. Frameworks, systems, and learnings that 10X’ed Clay’s PLG motion.

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Clay’s journey offers a masterclass in combining product-led growth (PLG) with a powerful community-driven strategy to create explosive, self-sustaining growth. At PLGTM 2025, Bruno Estrella, Head of Marketing at Clay, shared how they leveraged product flexibility, deep audience understanding, and partner ecosystems to build a marketing flywheel that turns users into vocal advocates. This article summarizes Bruno’s session.

Click 👇 to watch the full session.

It All Starts With Mission And Product Strategy

Clay’s foundation lies in a clear mission: to become the creative tool of choice for growth and operations teams—just like Figma for design or Webflow for web. This mission isn’t just aspirational; it drives how the product is built and for whom.

Clay’s strategy centers on flexibility and power. Users can access any data, build advanced workflows, and automate tasks that would otherwise take hours. More than just utility, this flexibility sparks creativity. Many users come up with ideas spontaneously and rush back to Clay to bring them to life, fueling product-led growth momentum organically.

Beyond Product: Finding The Right Fits

A strong product is only part of the equation. Clay leaned on the "Four Fits Framework" (popularized by Brian Balfour) to transform product value into growth.

1. Product-market fit was clear early on. Clay resonated deeply with GTM service providers, agencies, and systems teams within scaleups. These teams weren’t just passive consumers—they were the ones building and operationalizing workflows.
2. Market-model fit meant targeting a market large enough to sustain a PLG motion. Clay needed a steady influx of new sign-ups and activated users to support its self-serve engine.
3. Model-channel fit required focusing on where the audience actually spends time, rather than getting lost in click and CPM metrics. Clay prioritized attention—asking, “Who do our target users listen to? Where do they engage deeply?”
4. Channel-product fit demanded that Clay’s distribution strategy match its product capabilities. This was where the partner and community strategy became a game-changer.

Each of these fits built on the other. By aligning product strengths with a carefully chosen market and channel strategy, Clay created the foundation for a flywheel that would power scalable growth.

Turning Partners Into A Distribution Engine

Clay’s "unfair distribution advantage" came from its strong partner ecosystem and user-generated content. Rather than simply using Clay, partners became advocates, showcasing their innovative workflows publicly to stand out and build credibility.

This created a self-reinforcing loop:

• Users sign up, build something valuable, and feel excited.
• They share these wins on LinkedIn, inspiring curiosity and interest.
• Others see these success stories and sign up to try Clay.
• New sign-ups turn into new creators, who continue the cycle.

Instead of relying on traditional paid channels, Clay scaled by turning authentic user stories into its primary top-of-funnel driver.

Structuring Programs To Fuel The Flywheel

To support this loop, Clay created programs that nurture advocates at every stage:

• Creators Program for newcomers eager to share.
• Certified Partners who embed Clay deeply into client work.
• Advanced agencies leveraging Clay in sophisticated ways to serve scaleups.

These programs weren’t just symbolic—they amplified reach, encouraged more content, and strengthened trust. As partners gained visibility, Clay gained distribution.

Making Partners The Heroes

A defining part of Clay’s strategy was making partners feel seen and celebrated. Instead of automating community interactions, Clay invested in high-touch, personal experiences:

• Surprise gifts and handwritten notes.
• Unique experiences, like flower arranging or indoor skydiving.
• Public recognition in campaigns and announcements.

These thoughtful gestures built emotional bonds, transforming partners into dedicated evangelists who spread Clay’s story far and wide.

Driving Growth, Loyalty, And Community

When these elements come together—mission-aligned product, smart market fits, partner-powered distribution, and deep community love—Clay’s growth starts to look like a movement, not just marketing.

The result? A passionate user base so devoted that some even got Clay tattoos. The product’s power sparks excitement, partner programs channel that energy outward, and emotional connection seals the bond.