How Clay Manages 200+ Creators

1. Introduction/Background

Clay is a modern relationship management platform that helps professionals stay connected and engaged with their networks. Content and B2B creators is the top performing growth channel for Clay. However, their influencer campaigns were spread across multiple tools, making it difficult to manage billing, analytics, and communications in one place. Seeking a more unified approach, Clay turned to Limelight for its all-in-one influencer marketing management platform.

2. Challenges/Problems

“All of our influencer marketing was scattered in different places. What we were looking for is this all-in-one influencer marketing management platform and hence Limelight.” — Clay

Before discovering Limelight, Clay encountered:

• Scattered Workflows Teams relied on a patchwork of DocuSigns, Google Sheets, Google Docs, and Sigma Analytics to handle everything from contracts to performance tracking.

• Inefficient Communication Juggling multiple platforms for each influencer campaign meant valuable time was lost piecing together updates and data.

• Need for a Centralized Platform Clay wanted a single solution to consolidate billing, analytics, operational tasks, and contracts.

3. The Limelight Solution

“To have our billing, our analytics, our operational stuff like documents and contracts, communication … just having it all in one place is really nice and convenient.”

By implementing Limelight, Clay was able to:

• Unify Essential Functions Limelight brought billing, analytics, contracts, and communication under one roof, eliminating the need for numerous third-party tools.

• Simplify Operations Managing influencer outreach, negotiations, and campaign performance became more streamlined and transparent.

• Create a ‘Single Source of Truth' With all data in one place, Clay’s team could easily track progress and make informed decisions about their influencer campaigns.

4. Implementation/Process

1. Custom Built Platform In early 2024, Clay was one of our earliest design partners. Limelight customized the platform to allow Clay to rapidly grow their creator program while building scalable solutions.

2. Data Consolidation Existing agreements, performance metrics, and communication logs were migrated into Limelight, creating a unified repository of influencer relationships.

3. Campaign Management As new influencers came on board, all contract approvals, analytics, and communications occurred in Limelight, providing end-to-end visibility.

4. Ongoing Monitoring Clay continued to track how influencer campaigns were performing within the platform, allowing real-time adjustments and feedback loops for continuous improvement.

5. Results/Outcomes

“We have grown our creator program and now work with the most well known LinkedIn creators in the world. It’s been really nice having everything in one place.”

• Working with 100+ Creators Clay has grown their influencer program to over 100 creators. It is one of the most well-known B2B creator programs in the world, and now they manage everything through Limelight.

• Reduced Complexity By replacing multiple disconnected tools with a single platform, Clay’s team eliminated inefficiencies and confusion.

• Improved Visibility Consolidated data allowed teams to access campaign metrics faster and collaborate more effectively.

6. Customer Quote

“Nothing like necessarily revolutionary with the all-in-one platform … but as far as I know, there’s not a great other alternative to Limelight to have like everything all in one place for this.” — Clay

7. Conclusion/Call to Action

Through Limelight’s comprehensive approach, Clay has streamlined its influencer marketing efforts by transforming scattered documents, contracts, and analytics into a single, accessible source of truth. By eliminating the need for multiple tools, Clay’s marketing team now operates more efficiently and effectively when working with influencers.

Interested in simplifying your own influencer marketing strategy?

Book a demo call with Limelight to learn how an all-in-one platform can transform your workflow and help you achieve better results.