WEBINAR: How Clay & Zapier turn social sytems into revenue
How did Zapier generate 17M impressions and turn it into $1.4M in pipeline?
The secret is building a social program like a compounding system.
Most people see the viral posts and miss what's underneath. In this webinar, we’ll unpack the system behind them.
What we'll cover
🧭 Why most social programs don't compound
One founder carrying the account, posts that vanish, no way to tell what worked. It adds up to random acts of posting. We'll break down why these programs plateau, and what turns scattered posts into a system.
🏗️ Social as a team sport
The reach lives in people, and one voice is a ceiling. How to get execs and employees posting in their own voice, on a cadence, without shared logins or nagging, and why employee posts pull ~8x the company page.
📊 The system in practice
The content streams that keep a team posting, and the coordinated engagement that gets a post seen in its first hour (the compliant way, through real accounts). Grounded in 288,000+ analyzed B2B posts.
⚙️ Execution that doesn't produce slop
The patterns that kill quality at scale: generic AI drafts, off-voice posts, writing for the algorithm. Buyers can spot it and LinkedIn buries it. How to catch it before it costs you trust.
🔄 Closing the loop
How it compounds: posts to reach to audience to pipeline to renewal. We'll walk how Zapier tracked social to $1.4M, and what to do first if you're starting Monday.
Speakers
Peter Kang, storyteller and social lead at Clay
Ryan Quindlen runs social and the executive + employee advocacy program at Zapier.
Jeffrey Zhao - founder of Ordinal
Who is this for?
In-house social & content leads who want a system they can run on Monday, grounded in real numbers
Heads of marketing & demand gen who need to connect social reach to pipeline they can report on
Founders & execs who want to understand their role in the advocacy engine, and how little time it actually takes
Agencies running B2B social that want a stronger POV on advocacy that drives revenue