Eric Lay

founder & ceo | b2b gtm for vertical saas

Everyone wants to generate more leads for their B2B business, and we cracked the code.

In 2014: I dropped out of school to pursue a pro gaming career
In 2015: I founded EZ Media to produce & manage content for the largest creators on twitch & instagram
In 2023: I built one of Canada's largest startup communities and launched Toronto Tech Fest
In 2025: Founded virio.ai to help B2B companies create content that actually drives pipeline

I've helped countless companies transform their marketing through proven b2b content strategies that actually drive revenue. Here's how I can help you:

1. Follow me on LinkedIn (It's free, and comes with daily growth insights!)
2. Join one of my highly curated events, exclusively for top gtm executives & b2b founders lu.ma/virio
3. Book a free GTM consultation at virio.ai

And if you're not ready yet! Welcome to my profile anyway, I share insights on B2B GTM, lead generation, startups, and building highly curated communities.

Founding Partner

Hosting private dinners, socials & events for Toronto's top VC backed founders. Partnerships with companies like Amazon, Microsoft, Collision, Elevate, Inovia VC, Forum VC & many more!

The ClickUp Mafia is quickly growing to one of the biggest companies in the GTM space, with over $4B in valuation.

Want to know one of the reasons why? They KILL LinkedIn content.

When you view their LinkedIn presence, it doesn’t read like a corporate playbook of copy-and-paste templates. It reads like a masterclass in building  a brand through authentic voices, viral content, and a team that genuinely understands what they’re building. 

Just take a look at some of their key players:

Zeb Evans (CEO and Founder) isn’t just leading by example, he’s creating insanely valuable content that marketers can value directly from. With over 45,000 followers, Zeb is sharing brilliant thought leadership on everything from content strategies to the struggles of building a $4B building, and highlights his team regularly. If you’re looking to get EGC started for your company, he’s a great place to start learning how it’s done … superbly well. 

Chris Cunningham (Founder Member and Head of Social) is the engine behind ClickUp’s social explosion. He grew their social media presence from 33K to 500K+ in just months, generates 200M+ impressions per month, and transforms viral organic content into high-performing EGC content spread across the org. With 25K+ followers and a 100/100 authenticity score (LinkedIn), Chris is sharing frameworks, lessons, and the real strategy behind their success … bringing the fun back to B2B marketing while feeling less corporate and more human.

Kyle Coleman (Global VP of Marketing) writes content that feels more like strategy consulting than corporate marketing. While competitors spam LinkedIn with “our product is better better” posts, Kyle educates buyers on why their current approach is fundamentally broken, to over 140,000 followers and counting. His posts blend strategic thinking with tactical execution, the quite literal PERFECT playbook for marketing leaders worth following … so give him one!

If you’re looking for more lowkey gems, check out Trish Sanderson (Head of Community), Gaurav Agarwal (COO), Gregory Swan (Content Manager), Josh Kaye (VP of Sales) to get some more inspiration. 

The pattern is blatantly clear: ClickUp isn’t just creating corporate content. They’re creating content about their actual challenges, wins, and perspectives, with real names attached. 

Together, they've built something rare: a B2B brand that people actually want to follow.

It’s exactly why ClickUp dominates the feed. They've turned their LinkedIn strategy into a team sport, where individual voices amplify the brand, without losing authenticity.

If you're a mid-sized SaaS company still relying on a single corporate account, take note. The playbook is right in front of you.

CEO @ Virio | Content that drives pipeline | EGC is the new UGC

Charles Bern Inc

* Providing advisory on business strategy, innovation, growth, technology and marketing
* Product development strategy digital products, experiential design, architecture
* Managing a portfolio of investments across multiple sectors

Principal Consultant

Agilno

On the leadership team providing growth and client strategy both internally and externally
* Integrated marketing and sales strategy
* Building strategic partnerships
* Working with clients to create ROI-focused business solutions

VP, Growth and Strategy

CognitV Solutions, LLC

* Advising Cognitv on product MVP and company growth strategy
* Building a business growth roadmap
* Acting as a subject matter expert in virtual reality productization
* Advising key activities including strategic partnerships and contractor negotiations

Executive Advisor

Bygone Theatre

• Part of the leadership team focused on growth strategy
• Production lead on a number of key initiatives
• Establishing key partnerships with businesses, artists, and agency and talent representation 
• Lead on experiential design, event production, contract negotiation
• Event programming lead for the The Bridge, Bygone's flagship location

Director, Strategy and Partnerships

UP360 

Providing strategy and execution on critical business functions including product marketing, client solutions and innovation
• Lead on product marketing strategy, connecting client needs with product development roadmap
• Managing a team of contractors and internal staff to develop the company brand and positioning
• Client solutions lead on a number of accounts, acting as an SME in extended-reality and immersive learning for business solutions
• Increased site engagement rate by 36% and doubled conversion rate YOY
• Developed new strategic growth relationships with channel partners
• Led the close of a net-new six-figure contract in six weeks
• Led XR product and growth strategy that increased revenue by 35% within two quarters

Director of Strategy

ASTOUND Group

ASTOUND Group acquired my agency in 2021 and I helped facilitate the integration into the larger organisation. During my tenure, I championed winning strategies that grew the digital division by over 95% to over $5M CAD.

• Oversaw the growth of the digital team, tripling its size and creating over 10 new channel partnerships in 6 months
• Acted as innovation strategic lead on over 20 multi-million dollar projects involving web, mobile, digital twins, digital walls, Web3, and IoT
• Evaluated and managed over 30 third-party vendors
• Improved margins on digital project by over 25% YOY
• Led 360 media planning strategy for company and with clients
• Championed a new client experience focused around converting raw  designs into virtual and augmented reality showcase pieces
• Worked with clients that included CIBC, Nike, CN Tower, Spotify, Stripe, Align, Mercedes, Barbie/Peanuts (Kilburn Media)
• Multimedia producer - 2D, 3D, 360 and animated
• Championed a culture of ongoing learning and continuous improvement
• Crafting unique technology-driven solutions internally and for clients

VP, Digital Technology & Innovation

PATIO Interactive

ACQUIRED BY ASTOUND GROUP
PATIO’s mission was to help its clients “thrive in disruption” through  technology-driven design and strategy. Before its acquisition by ASTOUND Group, I managed a team of over 30 and oversaw a 20%-80% revenue growth for 7 straight years.  Externally, I was client-obsessed, building strategies and groundbreaking solutions. Internally, I grew the company from the ground up, overseeing all aspects of the business, and was ultimately responsible for hitting company performance metrics. 
• Managed a team of 30+, overseeing up to 6 client projects at a time 
• Increased project margins from an average of 11% in 2014 to 45% in 2021. 
• Pioneered one of the first business application of WebAR for Shoppers Drug Mart with 92% conversion rate
• Grew new business success rate from under 10% to over 30% in 4 years
• Achieved a client net promoter score of 96%
• Developed a multiple virtual and augmented reality solutions for clients
• Keynote speaker on XR strategies for businesses at conferences
• Successfully lead over 50 projects for clients including PwC, TD Bank, Chanel, Ace Beverage Group, Twitter, Converse and HBO
• Writer, producer, creative lead on multiple media projects

Founder & CEO

InSource Strategy Group

Marketing Strategy -- New Media Production -- Social Media Strategy
• Created the winning application for the the Canada Post eCommerce Awards - Best eTailor for Well.ca
• Team lead for several web based companies focusing on monetization and conversion
• Senior advisor for Connect the Doc, an online healthcare management system
• Business and network development, primary liaison to the CTO on major systems integration projects
• Project lead for the development of mobile apps and websites for clients as part of multi-faceted marketing campaigns
• Main strategic director and liaison for a distribution integration system for partners of a worldwide product distribution network
• Spearheaded a pilot project for video led marketing campaign Gardein International
• Doubled browser-to-consultation conversion with Yaletown Laser Centre through the production of a web and video communications project
• Directed and produced the “McGill State of Mind” music video

Consultant, Strategy, Marketing & Business Development

Yaletown Laser Centre

• Consulted in brand management and developed a new media and communications platform for the company
• Wrote, directed, and produced over 20 informational videos to highlight the benefits of the services provided
• Doubled website conversion rates in less than 60 days and saw an immediate increase in sales as a result

Marketing and Strategy Consultant (Contract)

Wire Rope Industries

• Oversaw a complete overhaul of the company's marketing and communications strategy
• Built a strategy to improve the consumers web browsing experience
• Optimized the sites content for SEO 
• Created content for the website focused on attracting and pre-qualifying customers
• Oversaw the translation of all the new marketing materials into four more languages
• Wrote, directed and produced over 60 minutes of promotional videos in modular segments

Sales and Marketing Project Director (Contract)

In 2014, I founded PATIO Interactive to help businesses harness the power of new technology. My agency became a leader in creating winning solutions with such technologies as extended reality, digital twins, AI, and computer vision.

Both internally and with clients, I preached the importance of "anti-fragility" (see Naseem Taleb) as a guiding principle when building a business. When the pandemic hit, PATIO grew significantly and was able to help our clients adapt, evolve and win despite the chaotic times.  In 2021, PATIO was acquired by ASTOUND Group to become ASTOUND Digital. 

A bit about me:

Living at the intersection of technology, strategy and creativity.  Making the most of the present while thinking about the future. 

I am a business and technology strategist passionate about solving real world challenges with cutting edge technology and human-centred design. I self-identify as a creative tech nerd and my MBA helps me efficiently translate cool things into real outcomes. I have built and managed teams to deliver a range of unique tech-forward solutions for companies including HBO, Shoppers Drug Mart, PwC, TD Bank and Converse. 

***The thoughts and views I share from my profile are expressly my own!

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The Battle

Eric Lay

Charles Bern

Followers

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Performance ScoreEric Lay's LinkedIn Performance

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taplio

The Battle

Eric Lay

Charles Bern

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Eric Lay's LinkedIn Performance

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Performance ScoreEric Lay's LinkedIn Performance