How Clay turned social content into a revenue-generating growth channel

About Clay

Clay is a sales and go-to-market orchestration platform that unifies 150+ integrations across data, AI, and automation tools. Teams use Clay to identify, enrich, and automate prospecting workflows - transforming how sales and RevOps teams connect with customers.

As an ecosystem-driven company, Clay’s brand relies on visibility, credibility, and community. At Clay, social media is not just as a marketing channel but as a growth engine that fuels awareness, inbound interest, and deal velocity.

Challenge

Clay’s one-person social team (Peter Kang) faced the impossible: scaling content across multiple executive profiles and company accounts - all without proper tools.

Before Ordinal, everything lived across a scattered stack of tools and tabs - making what should’ve been creative work feel like a daily technical grind.

“…you just know the nightmare that is manual LinkedIn posting… juggling five different tools and doing very manual, very rote tasks to get content posted.”

• Fragmented tools: Before Ordinal, Clay’s social team relied on a messy stack of disconnected platforms. They drafted posts on different tools or tabs, used LinkedIn’s native scheduler, opened extra text editors for formatting and approvals, and juggled five different tools just to finalize a single post. It was a manual, time-consuming process that left no room for strategy.
• No centralized calendar: Without a unified planning view, there was no way to visualize scheduled content or maintain a consistent posting cadence. Peter describes this as “terrible for building a backlog or a pipeline or a calendar,” relying only on memory to track what was going live each day.
• Consumer-focused tools, not B2B: Clay evaluated popular schedulers - but none felt built for their needs. As they put it, their “UX and positioning seemed very geared towards consumer,” offering no real LinkedIn functionality or workflow fit for a B2B brand.
• Chaotic launch coordination: Managing multi-channel campaigns across the company account, executives, and partners required constant copy-pasting, version control, and manual check-ins. Small edits often derailed entire launch weeks.

Solution

Ordinal offered Clay a way out of manual chaos and into structure.

“Ordinal made thinking about the month, and being agile within the week-to-week - very easy, which allowed me to scale and support multiple content channels…I really wanted a B2B-focused, and calendar-driven platform that could help me draft faster and package content better. Ordinal nailed that.”

With Ordinal, Clay gained the clarity, scale, and automation it needed to turn one person’s efforts into an entire company’s social engine.

• Unified calendar for planning, scheduling, publishing: Ordinal’s all-in-one content calendar gave Clay full visibility into every post across company, executive, and partner accounts. Peter could now track approvals, copy versions, and timing across every profile -  company, exec, partners, etc - all from one dashboard. Real-time visibility ensured that last-minute edits and positioning changes were reflected everywhere instantly.
• Auto-commenting, auto-likes, and Slack-based approvals: Manual engagement was replaced by automation and speed. Reposts, comments, and likes were all handled with Ordinal’s auto-engagement features, and executives could review or approve posts directly via Slack. What used to take hours of back-and-forth now happened in minutes.
• Scaled from one account to a company-wide advocacy engine: Before Ordinal, Clay’s social presence was limited to the company account. Now, executives, co-founders, and key employees contribute - posting, amplifying, and engaging in sync which drives a compounding flywheel for social content. This shift turned Clay’s social strategy from a single brand voice into a 25-person employee advocacy program, each amplifying the company’s reach.
• Custom Permission Features: This setup empowered employees to create and schedule their own posts confidently while protecting high-visibility profiles. Custom permissions ensured that team members could contribute freely - without the risk of accidentally publishing to the company or executive accounts.
• Revenue-based Analytics: Using a combination of Ordinal and Clay’s own tooling, Peter is able to get data about what profiles are engaging with his social content, and attribute that to leads that close later in the funnel on the sales-side. This helps the team prove out and attribute real revenue numbers to their social efforts.

“If you took Ordinal away, I’d have a meltdown… I certainly don't think we would be ready to scale to multiple channels without it.”

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Results

For Clay, Ordinal isn’t just a content tool - it’s a strategic partner powering their next stage of growth. The results speak for themselves:

• Follower growth: Scaled LinkedIn from 8,000 → 120,000 followers in just 1 year.
• Productivity Boost: Saved 10–20 hours/week of manual work.
• Workforce Optimization: Avoided hiring 1–2 additional social headcount earlier.
• Launch Coordination: Orchestrated multi-channel launches across company, execs, team, and partners.
• Employee Advocacy: 25 Person Employee Advocacy Program that is scaling up quickly