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

Simon Chou 🌶️

Founder @Happy Hour // CEO @BCjobs // Founder @Marketing on Mars (+1.5M views) // Ex-Litecoin

Bio:
- CEO @ BCJobs.ca (+500K job seekers/recruiters)
- Founder @ Marketing on Mars pod (+1.9M views)
- Founder @ Happy Hours (connected +2,000 founders/investors in Vancouver, Toronto, Seattle and San Francisco)

Founder

Chill happy hours for founders. Pre-seed (with traction) to Series B.
Past partners: AWS Startups, CIBC, Ripple Ventures, Boast, etc.
Locations: Vancouver & Toronto

Happy Hour aims to create fun and highly curated private events for founders. Every event includes a mix of open networking (90%), icebreaker games (8%) and sponsor shoutouts (2%). No guest panels. No speeches. No keynotes. Events are private, never public. DM for more info.

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The Battle

Eric Lay

Simon Chou 🌶️

Followers

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Performance ScoreEric Lay's LinkedIn Performance

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taplio

The Battle

Eric Lay

Simon Chou 🌶️

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