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

Bloxmith

Building new gaming experiences that bring the best of traditional gaming and blockchain together.

Raiders Rumble is new type of 1v1 squad battler for mobile being developed by Bloxmith - a recent gaming studio founded by industry veterans from Riot Games, Blizzard Entertainment, Pumpkin VR and Facebook Gaming. 

In it you'll strategically form your ideal squad of fighters from the past and future while battling other players. 

Visit www.raidersrumble.io to learn more.

Co-Founder

Enjin

Led a global team of marketers working closely with product, ops and comm teams to drive public adoption of non-fungible-tokens (NFTs) and position Enjin as the de facto NFT platform including key projects such as the NFT Awards 2021 and GamesBeat Next.

Chief Marketing Officer

Facebook

Led the B2B marketing strategy, business positioning, campaign development and execution for APAC

Led significant global gaming marketing innovations including content strategy, brand perception studies, upper funnel acquisition, value proposition, Instagram narrative, game design thought leadership and key partnerships

Gaming Marketing Lead, APAC

Riot Games

Led marketing and publishing for Riot Games in Singapore and Malaysia while building a team of marketers to drive innovative initiatives aimed at improving the lives of gamers in the region.

Co-led the pitch to the Singapore government for Hyperplay, the first ever ASEAN Esports x Music Festival, slated to be one of the largest and most extravagant esports events regionally. Visit www.hyperplay.sg for more details.

Riot Games is the company behind League of Legends, one of the most played game in the world with over 100 million players every month

Head Of Marketing, Singapore & Malaysia

smashbeans

Co-founded smashbeans a public voting platform for people to seek and suggest the best answers on any burning question, and to discover where their friends and everyone else stands.

Co-founder

Google

SEA marketing lead in charge of collaborating with the sales team to identify and nurture mid-market companies for first-time advertising with Google

Drove 300% YoY revenue growth for FY2014

Southeast Asia Mid-Market Marketing Lead

Managed all of Google Malaysia’s B2B marketing channels to create scalable marketing initiatives that would drive the adoption of both an online presence and online marketing among Malaysian SMBs. Grew FY2012 YoY SMB marketing revenue by +400%.

Small Medium Business Marketing Lead

Accenture

Management consultant with 4.5 years of project work experience specializing in marketing analytics. Worked closely with clients to achieve their marketing goals by utilizing insight driven analysis.

 
Industry experience includes telecommunications, airlines and gaming across Singapore, Malaysia, India and Philippines.

Management Consultant

A seasoned strategist and marketing leader with a deep passion for gaming, entertainment, tech and problem solving. Across my career, I have had the privilege of working with and leading some of the best teams in gaming and tech globally. What excites me is developing innovative, effective and scalable programs that delight decision makers.

taplio

The Battle

Eric Lay

Deon Moh

Followers

Posts

Engagements

Likes

Performance ScoreEric Lay's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Eric Lay

Deon Moh

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

Ready to grow your LinkedIn presence?

Performance ScoreEric Lay's LinkedIn Performance