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

Andy Faberlle

GigaStar

GigaStar fuels human creativity by empowering Creators and Investors to grow together.
Learn more @ gigastar.io.

Director of Partnerships

FabMedia

FabMedia specializes in forging expansive connections between social content creators and global direct-to-consumer (DTC) brands on a substantial scale. Our strategic collaborations encompass clients in diverse industries, including gaming, wellness, lifestyle, and e-commerce, as we orchestrate influential influencer marketing campaigns across prominent platforms such as YouTube, Instagram, Facebook, and TikTok.

Moreover, FabMedia stands at the forefront as a preeminent consulting firm within the creator economy. We excel in orchestrating symbiotic partnerships between burgeoning startups and influential creators, amplifying their services and products, and fostering substantial growth through the power of collaborative innovation.

Director of Influencer Marketing

Quack: Communities & Creators

Assumed full accountability for the recruitment and training of a select team of managers, a critical step in launching and expanding operations within the United States. Additionally, architected a meticulous workflow and devised a comprehensive acquisition strategy to foster accelerated creator adoption for Quack's pioneering monetization app.

Jellysmack

We provide comprehensive live-streaming editing solutions tailored to Twitch and YouTube content creators. Our monthly subscription service is strategically designed to empower creators to monetize their live-streamed content across diverse platforms.

Proactively interacted with content creators to deeply comprehend their specific requirements, and adeptly offered tailored, subscription-based editing services that precisely met their individual need

Creator Partnerhisp Business Development

Social Bluebook

Social Bluebook was conceived and established by some of the most prominent figures in the realm of social media. Our mission is unwavering: to craft tools that empower creators and usher in a new era of transparency within the marketplace. Social Bluebook is the driving force behind helping creators grasp the true value of their brand and supercharge their influencer careers.

Head of Partnerships

Algebra Media

Algebra Media stands as a paramount agency, bridging the gap between brands and creators, specializing in potent solutions for both social and direct response marketing. Our pivotal role encompasses in-depth research, strategic outreach to YouTube creators, and the adept negotiation of contracts for dynamic direct-to-consumer (DTC) campaigns.

Zealot Networks

I spearheaded the recruitment and onboarding of both digital creators and traditional artists into Zealot Networks' MCN business, a move that bore substantial fruit with the attainment of lucrative contracts, ultimately yielding an impressive $3.3 million in revenue within a mere 24 months. Additionally, I undertook comprehensive market research, instrumental in facilitating multi-million dollar acquisitions that propelled the company forward.

Endemol Shine Group

I took charge of the identification, negotiation, and contractual agreements with premier digital creators and traditional talent, thereby bolstering Endemol Beyond's US MCN business. Additionally, I orchestrated several high-stakes scripted series deals for top-tier digital creators, further solidifying the company's prominence in the industry.

Director of Strategic Partnerships

Maker Studios Inc (Acquired by Disney)

I provided exemplary leadership by skillfully overseeing a dedicated team of nine Partnership Associates, responsible for securing contracts with YouTube channels and talent for inclusion in the Maker Network.

Strategically, I orchestrated comprehensive staffing plans, designed and executed rigorous training programs, and conducted thorough performance evaluations to achieve the highest possible conversion rate of channels into the Maker Network.

Moreover, I implemented innovative methods to streamline pipeline management and quarterly performance assessments for the team, yielding remarkable improvements across all key metrics. This strategic overhaul resulted in explosive growth, propelling Maker Studios to the pinnacle as the world's #1 Network in 2012.

Notably, I exceeded all expectations by successfully securing contracts with 80% of the top YouTube creators at Maker Studios during the period spanning 2011 to 2013. Ultimately, Maker Studios' remarkable success led to its acquisition by Disney in 2014.

Rook Investments

Corporate bond trader with years of experience in credit analysis and dynamic market navigation. Proven track record in risk management, collaborative teamwork, and innovative approaches to maximize returns.

Corporate Bond Trader

Experienced Executive with a proven track record in Creator Partnerships and Business Development, boasting 15 years of specialized  Creator experience and 15 years of expertise in Business Development. Recognized for consistently driving revenue growth through strategic brand and Creator relationship management. Proficient in contract negotiations and adept at cultivating enduring Creator and Brand partnerships.

taplio

The Battle

Eric Lay

Andy Faberlle

Followers

Posts

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Performance ScoreEric Lay's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Eric Lay

Andy Faberlle

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