Marketing Stunts That Helped this AI Company Raise $100M

Want our database of 100+ Creative AI Use Cases to create your own marketing stunts? Get it here: https://clickhubspot.com/edj

Episode 78: Can bold marketing stunts and radical creativity really shape the success of an AI company? Nathan Lands (https://x.com/NathanLands) is joined by guest host Carly Baker (https://www.linkedin.com/in/carlycbaker)from HubSpot and Varun Anand (https://x.com/vxanand), COO and co-founder at Clay—an AI platform for go-to-market teams.

In this episode, Varun reveals the unconventional approach Clay takes to brand and product—from quirky billboards (inspired by artists like Picasso and Monet) to full-time brand team investments and viral “creative stunts”.. You’ll hear inside stories about building buzz through drone-captured campaigns, rolling out unforgettable real-world events (from Snoop Dogg’s joint roller classes to kung fu film shoots), and the value of hiring people from non-traditional backgrounds. Plus: inventive customer use cases, the philosophy of curiosity in AI, and how Clay pivoted from “fancy spreadsheets” to a leading go-to-market AI solution.

Check out The Next Wave YouTube Channel if you want to see Matt and Nathan on screen: https://lnk.to/thenextwavepd

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Show Notes:

(00:00) Brand Team Investment Debate

(04:03) Creative Stunt Strategist Hired

(06:39) Importance of IRL Brand Experiences

(10:20) New Grad Rotational Program

(13:21) Natural Curiosity in Interviews

(18:28) Encouraging Curiosity in the AI Era

(19:28) High School Dropout Wins Fields Medal

(24:13) Integrating Tools into Daily Life

(26:03) Redefining Business Ambition with Clay

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Mentions:

Carly Baker: https://blog.hubspot.com/marketing/author/carly-baker

Varun Anand: https://www.linkedin.com/in/vaanand

Clay: https://www.clay.com/

Notion: https://www.notion.com/

Lovable: https://lovable.dev/

Mindstream: https://www.mindstream.news/

Get the guide to build your own Custom GPT: https://clickhubspot.com/tnw

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Check Out Matt’s Stuff:

• Future Tools - https://futuretools.beehiiv.com/

• Blog - https://www.mattwolfe.com/

• YouTube- https://www.youtube.com/@mreflow

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Check Out Nathan's Stuff:

Newsletter: https://news.lore.com/

Blog - https://lore.com/

The Next Wave is a HubSpot Original Podcast // Brought to you by Hubspot Media // Production by Darren Clarke // Editing by Ezra Bakker Trupiano