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

Tofu

Founding Growth Lead

Livtoshare Newsletter

https://livias-newsletter-e4b95b.beehiiv.com/ - Growth, mindfulness, women's health

Writer

Tech Brews

Bringing together the community of Healthcare / Life sciences leaders on a monthly basis in the Bay area. 

Global community of 300+ leaders, connecting chapters across Singapore, Tokyo, ShenZhen, San Francisco.

SF Co-Lead 

Compass 

Advisor

Mission: To connect students to personalized and holistic mental health resources.

- Secured multiple 6 figure contracts and secured $150K+ in non-dilutive funding 
- Closed, upsold, and renewed single and multi-year six-figure contracts with top higher education institutions
- Led Product team of 6 engineers, building out the flagship feature for care navigation, connecting students in under 2 minutes to personalized resources
- Led systematic feedback touch points using principle-based strategies, market and user research, and holistic analysis of community, customers, feedback, QA and more to drive product roadmap priorities

Co-Founder

Pigment

Business Planning built for the AI era 

- Pigment grew from 0 - Series D in 4 years
- Joined the first team to lead our ABM motion for our Pharma/LifeSci Vertical 
- Business Planning for Enterprise companies like Unilever, CocaCola & Merck

Enterprise Accounts 

LOI - League of Innovators

Boost Founder

As part of the Alumni Advisory Council, my role is to represent our LOI alumni community and increase engagement while providing critical feedback on LOI’s programming and strategic direction.

Alumni Advisory Council Member

Founder of an innovative Youth-Led Startup in the League of Innovations Labs national virtual incubator program. League of Innovators (LOI) is a national Canadian charity with a goal of building entrepreneurial acumen for youth, at scale. League of Innovators is a suite of accessible programs and tools to provide youth educational experiences that shorten their path to success, empower their ability to be their own boss, and amplify their impact as future innovators and entrepreneurs.

Labs Batch 5 Founder

NEXT Canada

- MBA courses taught by professors from Harvard, Rotman, MIT, and industry leaders
- Selected as part of Canada's next generation of entrepreneurs

Next Founder 

What If Ventures

Venture capital firm invested in more than 50 disruptive healthcare and mental health focused startups to date.

Fellow

The Synergi Project

- Led data-driven mindfulness meditations to pop-up spaces across Toronto, Ottawa, and Montreal for 1,000+ students where 88% of participants felt less stressed after just one session 
- Partnered with Lululemon, McGill, NiceJob

Co-Creator

lululemon

educator

Growing Tofu 🌱 • Fun B2B Marketing in the AI era

love to chat about all things growth, marketing, women's health and career 💛

Livia Han

Thank you Margarette Jung & First Round Capital team for bringing together the founding marketers in SF for such a thoughtful evening! 💛 

Being the first marketer is incredibly exciting, but it can also be lonely when you don't have peers who truly understand what you're navigating.

The evening was a great reminder for why community is so important. At some point in the night, I think we all felt that reassurance, we're experiencing very similar challenges. Whether it's figuring out attribution, planning for 2026 from maybe some previous vibe spending, navigating positioning, or deciding on first hires, the conversations were so valuable because we're learning from peers and also leaders who were previously in our shoes. 

Huge thanks to the experienced prev founding marketers who shared their wisdom with us!!

A few golden nuggets from the evening:

Meenal J. Balar: As a marketer, our job is to define the company's POV, but before you do that, define your own POV within the leadership team. What unique perspective do you bring? What's your personal POV on the company? That foundation shapes everything else.

Sara Rowghani: What gets easier over time is pattern recognition and finding teams where leadership truly believes in marketing. What gets harder: things are moving faster than ever. We need to do more extreme things just to stay caught up. Are we riding the tsunami or fighting it?

Tim Parks: Product marketing is foundational, your voice becomes the voice of the customer, this is especially important for PLG companies.

Sean Harris: As a leader, your most important role is identifying talent. Pay attention to the unrecognized and underrepresented. Also, marketing tech debt is real. Look out for it, even at the early stage. 

Ting Ting Luo: Working directly with a founder vs. an executive leader is very different. Product marketing with the founder is about the soul of the company, the relationship is much more intimate. Founders think way more long term. Sometimes your job is just to ask the right questions.

Loved our roundtable with Ting Ting, Yoona Kim, Vicky Liu 🧃, Sadia Haque, Yeon-ho Kim and Giano Fiore 💜 !

Also whoever came up with this cocktail menu, i absolutely loved this.

Growing Tofu 🌱 • Fun B2B Marketing in the AI era • Obsessed w/ Community + Experiences

it’s q4, you’re in marketing, and your boss says “let’s take a big swing next year”

After analyzing millions of prompts in Tofu, we've realized: 90% of marketers are approaching AI the wrong way

Here's what actually works:

After analyzing millions of prompts in Tofu, we've learned that the best AI outputs don't come from clever commands or longer instructions

They come from three things: 
- context 
- judgment
- strategic intent

The teams getting real results, and creating 1:1 ABX that lands are: 

→ Giving AI the buyer context it needs (not just asking it to "write an email") 

→ Using multi-signal prompts that combine intent data, product usage, and account fit 

→ Creating prompt templates they can reuse across campaigns without starting from scratch

But here's what separates good from great: TASTE 🍽️ 

AI can generate content at scale. 

But it can't decide what's on-brand, what resonates with your ICP, which product/use case is better for which industry, or what actually sounds like your company! 

That's the tastemaker layer, and it's where we marketers add the most value (also where the most fun is 😉 )✨ 

That's why we built 'The AI Prompt Guide for B2B Marketers' with the queen of ABM herself, Corrina Owens (Prev. Gong, ABM at Orum) and Elaine Zelby (Co-Founder and CRO at Tofu).

Inside this lovely guide, you'll find frameworks, ready-to-use prompts for competitor takeouts, win-loss analysis, and multi-signal nurture sequences, plus real examples from top GTM teams! 

The difference between good and great AI outputs?? Knowing how to prompt with intention, and applying taste! 

comment "prompt" and i'll send you the guide 😊 

also super curious to hear what prompt you're loving right now!!

taplio

The Battle

Eric Lay

Livia Han

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taplio

The Battle

Eric Lay

Livia Han

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

Performance ScoreLivia Han's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreEric Lay's LinkedIn Performance