Clay intentionally hires marketers from non-traditional backgrounds to create authentic campaigns that stand out from typical B2B marketing. This approach focuses on capturing mindshare with fresh, creative content that resonates with modern buyers who are also regular social media users, not just readers of Gartner reports.

In a crowded digital space, products and marketing with a unique, even polarizing, visual style are more likely to capture attention and be memorable than those following standard design trends. Daring to be different visually can be a powerful competitive advantage.

In a saturated social feed, generic ads fail. Small businesses can win by being creative, funny, or controversial. Their advantage over large corporations is speed and agility, as they can post bold ideas without the layers of legal and board approval that stifle creativity.

Don't dismiss LinkedIn as just for B2B. Its organic reach is powerful and underleveraged. Users are in a business-focused mindset, making them receptive to a different style of content than on entertainment-driven platforms, creating a unique opportunity for brand distribution.

To stand out in a crowded feed like LinkedIn, frame business insights through a personal hobby. A post about 'What Fly Fishing Taught Me About Business' acts as a pattern interrupt, creating a human connection that is more likely to be read than another generic business article.

B2B marketing often assumes a sterile, professional-only mindset. This is flawed. The same person scrolling LinkedIn during the day also binges consumer entertainment at night. B2B content should embrace humor and personality, recognizing that you're always marketing to the same multifaceted human being.

Strict adherence to brand cohesion often stifles creativity and results in subjective boardroom debates. Brands achieve more by focusing on creating relevant, timely content that resonates with their audience, even if it occasionally breaks established stylistic guidelines.

Commenting on others' posts provides a low-stakes environment to experiment with new content formats or tones that might not fit strict brand guidelines. It's an effective way to test edgier or funnier ideas before committing them to your official company page.

Use comments on others' LinkedIn posts as a low-risk testing ground for new content formats or edgier ideas. If a comment flops, the impact is minimal. If it succeeds, it validates the idea for a future post on your company's page, bypassing initial brand guardrails.