#25 - Peter Kang

Hey all,

A lot of us marketers have reached the same (depressing) conclusion that company pages don’t matter anymore. Last month, I ran an analysis that found our client’s executive posts reaching 7x more target buyers than their company posts, supporting the argument to give up on the page altogether. 

But this week I talked to Peter Kang, who grew Clay’s company page from 14k to 100k+ followers. He agreed that company pages, in many ways, have been "nerfed" — but that doesn't mean they aren't still valuable.

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Here's a key takeaway from our conversation:

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“The company account isn’t the optimal tool for reach or trust-building,” he told me. “It’s more like a central node. It keeps everything else connected.”

Peter sees the company page as a lot more than an isolated corner of LinkedIn. Here’s his breakdown:

Flooding the feed

When most companies have an announcement, they post once on the company page and move on. But in Clay’s most recent fundraising round, Kang coordinated what was essentially a LinkedIn takeover. 

He activated employees, investors, integration partners, and 600+ creators to publish posts on the same day, all driving attention back to Clay and its company page. 

The team was thoughtful about what would make each group participate, equipping partners with credibility-building hooks like “I was one of the first fifty agencies with Clay,” investors with ready-to-go copy options, and creators with custom visuals that made both them and Clay look good.

It was a major success. The company page anchored the tone, direction, and creative assets, and hundreds of thought leaders posted within 24 hours, creating intense buzz about the brand.

“In our little bubble, we owned the feed that day and a couple of days after.”

Peter, the Clay team, and their external partners turned what could’ve been a boring, one-off post into an entire campaign that fed back into the company page.

The bigger picture

After the campaign slowed, the credibility stuck with the brand. Peter calls that weighted attention: the way milestones like fundraising rounds or press hits trickle back to the logo.

The Clay company page collected that weight and carried the momentum forward with product updates, partner highlights, and playful content that keeps Clay interesting and recognizable between major spikes of attention.

Consistent executive and creator posts add credibility and attention, but the company page serves as a unifying agent. It proves that all the individual talk actually plugs back into a bigger picture.

“The company page is still responsible for how people think about your company online."

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Success that can’t be measured

Investing in a company page to serve as a “pulse” of a brand sounds anecdotally important, but at first glance, it’s hard to tie back to ROI. Before Clay, Kang worked in finance at Hulu, so I figured he’d be fairly cut-and-dry about that kind of attribution data.

Running social completely changed that, he said.

“People overvalue things because they’re measurable and undervalue things because they aren’t.”

It’s clear how that mindset shows up in Clay’s approach to brand. Peter emphasized that, while dashboard metrics matter, he pays a lot of attention to signals that can’t be KPI’d; things like joy, creativity, and momentum.

They’re not easy to quantify, but they’re what keep people coming back.

“People remember what they feel,” he told me. “And if you can associate that feeling of ‘Wow, this feels different’ with Clay, that’s a win.”

It’s one thing to be bold with marketing in a small startup but, as the company grows, Kang said they come back to a simple litmus test to make sure they haven’t corroded their audience’s trust.

“Are those feelings of joy and delight still there?”

Peter’s wickedly smart, and his perspective to social at Clay is super interesting. Make sure to check out the full conversation.

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